In Part 1 of our series I discussed the basics of filming and editing video and how to optimize it for rankings and traffic.
Part 2 will involve a case study in which I discuss a real-life situation where Vertical Measures used video marketing to benefit the company in a simple, repeatable manner.
In this example, we aimed to create brief informational videos in which I explain the core services we offer in language that will encourage our site visitors to fill out a lead form. The thinking went that this personal touch would increase our potential future clients’ confidence in our brand, and thus we did a video on all seven of our core services.
The first step involved writing a script for each video. I enlisted the help of my specialists for each particular service and then wrote up an outline of the major speaking points I wanted to make on each subject.
The next thing to consider was the lighting of filming room and how that light would complement my attire. The first day we tried to shoot this we did not bring any additional lighting and I wore a nice blue striped shirt. This ended up being a disaster as the shirt looked hazy on film and gave off a rainbow effect. There’s no way we could use this taping to present a professional image of our company.
This was disappointing because we spent about an hour and a half filming multiple takes before looking at it on a computer and deciding to schedule a re-shoot. All was not lost because I did get more comfortable with the script and projecting to the audience during what turned out to be a dress rehearsal shoot.
For the next shooting, I wore a solid brown shirt and one of my co-workers brought in lighting to brighten the room. This made all the difference. My shirt picked up well on camera, and the background became a quality complement rather than a distraction.
We needed considerably less time to film the seven segments this time thanks to my increased familiarity level with the script as everything was in the can in about an hour.
The next step was to edit the video into the complete package that you can find on our web site. It took our video marketing specialist the better part of a day to edit the seven pieces, add an intro and conclusion to each and post them on our Vertical Measures branded YouTube and Vimeo accounts.
It was edited with iMovie, a simple video editing software provided with Macs. The intro and conclusion music is a royalty-free tune from the program GarageBand. One of the biggest potential pitfalls when creating such a movie involves using music that you don’t own the copyright for. Doing such a thing could lead to a lawsuit, so you want to be sure to either purchase a license for your tune or use some of the free loops supplied by GarageBand.
We chose the latter, as GarageBand provides an extensive list of options to pick from. We wanted a piece of music that we could make Vertical Measures’ own sound and after poring through just about every option that the fine people at Apple supply, we settled on a tune that I feel perfectly sets up the video.
Once I approved the final versions of the videos, we uploaded them to Vimeo and YouTube, ensuring that they were optimized by including the keyword in the title and providing a link to that particular service page in the description (YouTube only).
This caused some of the videos on our longer-tail services to jump to the top of the Google Video rankings (social media marketing, local search marketing, content development and marketing services, website marketing services). Two others (link building services and website marketing services) have made it to Page 2. This can provide the kind of converting traffic you want because anybody searching for this targeted of a video may very well be interested in contracting for the service as well.
Finally, we embedded the videos in the upper right-hand corner of our web site and decided to run an A/B test to determine if the video’s presence increased the number of leads we got from that page. In doing so half of our visitors got a page in which our video loaded and half our visitors got a page without the video. In the first month and a half after the launch of the videos, we have seen an insignificantly slight increase from the videos page. I guess an acting career is not on the horizon for me.
Although we expected the videos to make a bigger impact in terms of conversions, this project was still a success and a good investment of time and resources.
We now have a concise piece of content to show to all prospective customers that succinctly describes any service they might be interested in. We also have videos ranking for our services’ keywords as well as a personal touch on our web site that hopefully engenders trust in us to those who visit it.
It does not take a major production company or a huge investment of time or money to create professional-looking videos like these, making video marketing a strategy all companies should consider.
Arnie Kuenn is the author of Accelerate! Content Development & Marketing to Grow Your Business Online (April release) and has held executive positions in the world of new technologies and marketing for more than 20 years. Kuenn is the founder and president of Vertical Measures, a strategic Internet marketing company located in Phoenix, AZ. The company specializes in web content marketing and development, search and social marketing.