video marketing Archives - STRYDE

STRYDE | Why Video Marketing & B2B are the Perfect Match 1

Why Video Marketing & B2B are the Perfect Match

By | Video | No Comments

A picture is worth a thousand words, but can you guess the worth of a one-minute video? It’s worth 1.8 million words.

That’s enough to write a few books and still have some left over!

People love video. Perhaps it’s because they can play an observer to someone else’s story. Video has been popular online since YouTube launched and other social networks have noticed. They offer marketers analytics to help understand the performance of videos. Many have added an auto-play feature to drive more views and keep people on pages longer. In social media feeds that are filled with text and pictures, a video that plays immediately is sure to catch an eye.

Video’s Wildfire-Like Growth

Some predict that by 2017, 74% of all Internet traffic will be video. If your business hasn’t already started incorporating video into your marketing plans, it’s not too late to get started.

For B2B marketers, hearing that video marketing is on the rise may cause them to shrug and say that they don’t need it. Others look at their meager budget and wonder how they can manage it. With 90% of all B2B purchase process happening before a sales rep is involved, getting the right information to buyers is critical for success.

Customer Journey with Video

Every marketer knows how important it is to keep the attention of a customer. With only a few seconds, it’s hard to explain the best features or benefits of your product in written format. Videos can be your chance to show off your product or service visually and keeping the viewer’s attention. If given the choice of watching a video or reading an article on the same topic, a majority will choose video. This doesn’t just apply to the regular consumer, but also to business executives. Over half of business executives will visit a vendor’s website after seeing a video.

Video’s Place in the Buying Cycle

Video is most effective when your potential customer is identifying the vendors and considering what they can offer. In one survey, 96% of all respondents said that videos were helpful when making purchase decisions. This is because videos are where solutions are provided. Buyers can see the product in action and begin to visual themselves using it.

Without ever leaving the comfort of their office, customers can get a great look at the product minus the pushy sales representative looking over their shoulder trying to sell them a product. They can spend their time considering each of their options.

Besides demonstrations, businesses can use video to share testimonials. Let one of your most loyal customers talk about how amazing your product, service, or business is and share what they like best. People rely on reviews to help them purchase everything from clothes to cars. A video helps your potential customers hear how others have success and relate to others’ experience. It can also benefit your clients and help their business gain visibility.

Online video platforms allow for clickable links. You can lead customers further into the sales cycle with clear calls-to-action that happen while you still have their attention. Every video should link to relevant content on your website not only to give your customers somewhere to go, but also to improve your SEO.

Resources Needed to Get Started with Video

While some may worry about the cost of creating videos, technology has helped make it easy and more cost-effective. Slowly build your business’ video library and spread the cost over time. You don’t need to start with thousands of videos. You just need a few. You can also use the analytics from past videos to help make new videos perform better for your audience.

Filming for video marketing

Videos don’t have to be created from scratch. Consider repurposing videos from other events, when a business executive speaks at a conference or events that your business participates. Make sure every video ties to your brand and your business.

Businesses are talking about video because social networks have recognized how important the messaging tool is to users. Investing in this partnership can only help you find more customers and connect them to your products and services now and in the future.

STRYDE | 8 Things You Need Before Your Business' First Video

8 Things You Need Before Your Business’ First Video

By | Video | No Comments

We’re well into what’s been called “The Year of Video Marketing” and brands like Poupouri are seeing millions of Youtube hits in a number of days, or even hours. With that kind of brand awareness, it’s easy to imagine the amazing things happening from the sales side.

The reality of reaching virality, however, is that it’s an ambitious endeavor for most business, and if you’re just getting started in creating a video for yours, there are more important goals to first examine.

In this ever visual, ever more digital space, creating videos that represent your brand can do much more than generate instant sales and leads. Videos can provide a way to explain a product or service. They can also be used to problem-solve customer concerns.

Most importantly, videos have the power to showcase your company culture in a very inclusive way so that your audience can see, firsthand, what your brand is all about.

If your brand is part of the 76% not using online video, here are some steps to getting started:

1) Define your purpose.

Ask yourself the question, “what is the need for your video?” Are you looking to create a lead-gen machine? Are you wanting to showcase your company culture? Are you needing to establish a virtual form of customer service to provide instant, visual instruction and, as a side perk, cut back on labor costs? The answers to these questions will form a foundation for your first video and future videos to come.

2) Define your audience.

Who is it, exactly, are you trying to reach? If you’ve been in business for a while, you may have already developed buyer personas, or have a clear idea of the characteristics of your typical, ideal customer. identify your customers’ needs, goals, and any pain points they might have. Consider how you could be of value to them by creating a video that addresses some of these areas.

3) Determine your goal.

Now enters the part about “what’s in it for you?” Video creation can take an ample amount of time and energy and you want to make sure that your efforts are measurable and worthwhile. Pinpoint what you are looking to achieve long-term. Are you wanting to gain referral traffic? Leads? Direct Sales? Make sure you are taking the proper marketing approaches to amplify your video efforts.

4) Establish a platform.

While it’s been know that Youtube reigns supreme as a video platform, Facebook is now giving its contender a run for its money. The number of video posts per year has increased 94% in the U.S., according to Facebook, but Youtube is still strides ahead. Every social media platform has a culture, with a different audience. You will have to decide which platform is best suited for your brand.

5) Consider distribution channels.

After you’ve planned on where to publish your video, you’ll need to decide where and how it will be distributed. Are you planning to flesh out your Youtube channel and send all traffic that way? Are you wanting to embed videos into a “How-To” section of your blog, or will your video be going on your company’s front page as a high-quality display of your brand? Note that it might be best to save the latter option for a future, fine-tuned video.

6) Determine your style.

Consider the feel of your video. Would you rather have it action or candid-oriented, showing your employees at work or engaging in a group activity? Perhaps you’d like to use improv to give it a more natural feel. If you’re wanting to create an instructional video, a more formal, scripted approach might fit bet.

7) Use what you have have.

Whether you’re team iPhone or android, smartphones have the sophistication now to capture a quality brand video. The film, Tangerine, from this year’s Sundance Film Festival was shot entirely using an iPhone 5S. When it comes to the editing part of the project, there are some free tools to be used at your convenience. Youtube Editor  allows you to makes edits to your video and also optimize it for search. This can be most helpful when you’re using the Youtube platform already to publish videos.

8) Have fun with it.

You first video will not be perfect, and that’s ok! Be yourself, allow yourself to get creative, be mindful of your target customers, and they will appreciate you for doing so.

Creating your first video can prove to be a gateway to new leads, sales and traffic, and can also be key to accessing and engaging with an audience from an entirely new perspective!

How do you incorporate video into your marketing strategy and what steps do you take to prepare for video creation?

Share and comment below!

4 Keys to a Successful Online Video

By | Video | One Comment

So. You’re trying to figure out how to put together a half decent video for your website and you’re stuck. Perhaps you’ve made videos before but none of them seemed to get any real results. Maybe you watched the video you haphazardly hashed together and with a sparkle in your eyes and hope in your heart thought, “wow, this video is gonna go VIRAL!” only to score a measly 22 views on Youtube (half of them from your own mother).

Well in this post I’m not gonna teach you how to be a Youtube super star (yet) but I will illustrate 4 key points that I believe are crucial when making a great video for your webpage.

When we want to make a video where should we look for movie making inspiration? Well I say we look at Hollywood. When Spielberg or J.J. Abrams create a movie they make sure to create interesting story arcs. Here is an example: Hero has a problem, hero faces his problem almost failing until finally the hero overcomes his problem and gets the girl. Without the hero facing a problem, the victory wouldn’t mean much. This is how we need to approach our web videos.

4 Keys to a Successful Online Video

1-Intro: This is simple enough. Here is where you introduce yourself/company/product and begin speaking to your target audience. Make this introduction, clean, clear and short.

2-Hook: Here is where you really grab your audiences attention. Be interesting be creative. Take some chances so your message doesn’t fall flat. Here is where you set up your audience’s problem. This establishes a need. If you sell an awesome iPad case you show them why the one they currently use is horrible. This creates a need, without creating that need your solution or message just won’t sound as appealing.

Once you’ve established the problem quickly switch gears and start telling them about your solution. This leads them along your story arc and if done right will spark an emotional response that will lead them to the next step…

3-Desire: Now they know they have a problem (perhaps they didn’t before) and they know that you have an awesome solution. An iPad case that hovers in the air so you can use it “hands-free!” Now thats awesome. And because you are leading them along your story arc, they now desire your hovering, hands-free, iPad, solution.

4-Action: You hooked them at the beginning when you showed them that they have a problem, you showed them why your solution is the best and now when they have seen just enough to love you and your product you lead them to take action. When you introduce your call to action be specific but not demanding. Nobody likes to be told they HAVE to do something. If you’ve done the rest of the video right and have created enough desire you won’t have to get in their faces at the end, so the call to action should be an invitation, not coercion. Invite people to sign up, add an item to their cart, or call now and provide an easy path for them to become new or recurring customers.

If you follow these basic steps you will have a huge advantage over many other poorly devised web-videos that litter your competitor’s home pages. And you are one step closer to creating that “viral video” you’ve always dreamed of creating. Don’t worry, you’ll get there.

Generate New Revenue By Optimizing Your Videos For Search

By | SEO | No Comments

video-seoVideo SEO has been around for several years now, however, I believe this is going to be one area where marketers are going to put a lot of focus this year. The reason being is because it is proven, that on average, visitors stay on a web page for less than 43 seconds when the page only contains text and images. When video is added to a web page, the average time on that page is almost six minutes. Six minutes is a lifetime when it comes to catching your visitors attention and attempting to sell them on the product or service at hand. In today’s post, we are going to talk about how to optimize your videos for the search engines so that the video and the associated web page can start showing up higher in the SERPs and drive more qualified traffic to your site.


Self Hosting vs Third Party Hosting

After you create a video for your business, the biggest question is, should I submit this video to a site like YouTube, or should I self host the video on my server? Let’s talk about the pros and cons of each.

The number one advantage of hosting your video on a site like YouTube is to be instantly visible to their audience for the keywords you optimize the video for. This can drive loads of qualified, referral traffic to your site with the high probability of it converting once it arrives on your site. The down size is, hosting your video on YouTube doesn’t necessarily help your web pages to rank any higher in the search engines.

The number one advantage of hosting your video on your own server is to drive organic search traffic (not referral traffic) to your website. This can only be accomplished by self hosting and optimization of your video for the search engines.

The decision to self host vs using a third party should be made based on your business and marketing initiatives. If I am looking to tap a wide audience of referral traffic, I typically go with YouTube. If I’m looking to capture more real estate in the search engines, I’ll self host.

Let’s talk about how to optimize your video for the search engines if you choose to self host.

Keywords & Meta Descriptions

Optimizing videos for the search engines is pretty much the same as optimizing anything else for the engines… It all starts with keywords.

The first thing you need to do is perform some basic keyword research to determine what kind of words your potential visitors are looking for. Here’s a great write up on keyword research and how to do it.

Once you know what keywords you are going to use, it is time to do some optimizing. Here’s what you need to do:

  1. Make sure that your keywords are found in the video file name. Just like with image optimization, this shouldn’t be a spammy file name, but something that clearly describes what the video is about, while including your keywords.
  2. Create a unique page for every video and make sure that your keywords are found in the URL of that page.
  3. Create a piece of unique content that clearly describes what the video is about and make sure to use your keywords naturally in the content.
  4. Make sure the title tag and meta description of the page includes your target keywords.
  5. Utilize schema markup for videos. Don’t know what schema markup, find out more here.

Video XML Sitemaps

After you create and publish your first video, you will want to create and submit a video XML sitemap and submit it to Google and Bing via their webmaster tools platforms. This will help them get indexed quickly and send a few different signals as to what the videos are about. Not sure what should be included in a video XML sitemap, there are five things you should include:

  1. Video title
  2. Video description
  3. Video thumbnail URL
  4. Video play page URL
  5. Raw file URL

You will want to update your XML sitemap and resubmit every time you create and publish a new video.

Yoasts Video SEO Plugin (For WordPress Users)

For those of you running on WordPress, you can simplify the process by purchasing and installing Yoasts Video SEO plugin. You can learn more about it here.

Creating, optimizing, and publishing videos will definitely give you a leg up on the competition going forward, so I hope that this post as been a valuable resource in helping you understand how to optimize a video for maximum effectiveness. If you have any questions or comments, please feel free to share in the comments section below.