Most business owners have learned the importance of the web in commerce. First, there is the obligatory website that has to be your best foot forward. Then there are the social media nodes for promotion, as well as a host of practical applications that companies regularly use. Google docs and Adobe's cloud services are increasingly integrated into business workflows. Most web pages themselves are made up from information taken from a multitude of other sources, such databases and photo galleries. That's the secret of the web, whether you are speaking of it a global sense or even in the workings of a single dynamic page - its layers of tightly integrated information.
That's the same thought that should be used when seeking a turnkey marketing campaign for the web - tight integration. At the top level, you have your videos; you may consider them to be little more than a way to showcase your products and services, but to have a truly meaningful customer interaction, they need to integrate with your products, your services, your mission, your brand message, and your customer's interests - with a script, video shots and editing. Simply showcasing your offering isn't enough; you need to effectively demonstrate the value of your business from every angle in comparison to your competition.
The correct deployment of the web videos also requires a high level of integration. The web is an amazing tool if used correctly, but is almost worthless unless attention is paid to its inter-related nature. The video serves to move your message independently on the hosting site - such as YouTube - as well as on your website, so it really serves a purpose on two sites, and needs to be treated accordingly. Both sites let you place keywords and phrases in the "metadata" - or hidden information - that help your video and your website show up separately in a web searches related to your business. Videos can also be embedded into social media, such as Facebook, Twitter, and LinkedIn, adding yet another way to extend the reach of your brand.
All these linkages - from content to webpage, from webpage to social media - are like the strands of a spiderweb, and one of the reasons the internet is seen as a "web." Your content needs to be accessible so potential clients can find your product or service through a number of online routes. Think of them as a the proverbial trail of breadcrumbs, leading customers to your website and your door. The second is that the use of these active links helps to increase visibility in search engine results, effectively melding content and brand management into a single requirement.
Search engines have been the key that made the internet a true marketplace. After only ten years of general accepted use, when customers are looking for something very specific, the first place they turn for research is the internet search engines. This translates into having an already captive audience being shown the path to your door. Search engines are still a more powerful marketing tool than social media; more than 80% of computer users in a recent survey say they used search engines to research or make on a purchase, while less than 10% used social media for the same.
Advertising money for social networks is much better spent on solid content creation that can engage those customers as they do their research, shared across platforms (such as mobile), and leveraged for additional non-web uses (kiosk or window displays, trade shows, b2b networks, DVD giveaways, etc). You can always embed promotional videos on Facebook or Twitter, leveraging the power of what social media does best to expand your brand presence online and help retain clients - but don't confuse it with worthwhile advertising. Its just one of many roads that should lead those surfing purchasing research to your website.
One of the best ways to boost performance of an e-commerce site (whether just for promotion or actual sales) is to add unique content that is linked to a number of other sites. Video is the single best method to achieve that level of success. First, its placement and embedding in multiple locations means you have established links that becoming "meaningful" to search engines whenever they are used.
Second, the most practical way to successfully outwit negative reviews and posts is by flooding the web with content related to your business, utilizing as many active links as possible. Over time, the aggregation of your own positive content will drown out the loud, negative reviews that sites like Yelp love to publish as a way to encourage their ransom-like service fee. These debilitating reviews are often caused by a single, disgruntled customer with a grudge. Why allow them the power to ruin your otherwise respected business, or feel forced to pay off a review company, when you can instead keep them at bay with an investment in positive, rich, brand-enhancing content that achieves the same effect while continuing to promote your brand?
Third, the longer someone stays on your businesses' site, the better your chances at converting them to a paying customer. The more engaging, interesting, and sensory fulfilling your offering, the longer they loiter. Professionally produced videos invite strangers in and make them comfortable, receptive to your message and curious to learn more. They encourage interest and hold your audience - which translates to more customers! Cut-rate or DIY videos often have the opposite effect, no matter the best intentions. The distractions of poor quality, bad audio, overused effects, or simply uninteresting presentation undermine your message with a negative user experience.
Good internet asset management is a major key to internet success, and Dimestore Studio Productions will help achieve the maximum results for your internet video campaign. Whether its maintaining brand consistency across video platforms for maximum exposure, generating effective keyword collections, or weaving a tightly integrated web campaign that leaves no stone unturned, our deep understanding of media, message, and content delivery will help your brand achieve exceptional results with promotional videos.
Making broadcast quality videos for your campaign is only part of the equation; helping you to maximize your message really brings the butter to the bread. That's what Dimestore does.
