Customer Engagement

Using Video to Compete with Large Businesses

SEO video search resultsPop Quiz: is there a particular part of the search results you see to the left that stand out? Here’s a hint: the search query that was entered to get these results was simply the word “blender.”

The answer is the video and news results, they grab your attention because they have images. You can get your small business into results just like these, even on competitive terms like the word “blender.”

You can now compete with large businesses on search terms that before would have been well out of reach. With highly competitive terms, such as “blender,” it takes months to show up on page one, if you can ever get there. So many companies do Search Engine Optimization that simple terms become too competitive. However, so few companies are optimizing their videos and images that you could establish your small business as the leader with very little effort. So this is a golden opportunity for you to compete with even the biggest companies for page one search results.

So what do you do? Let’s take a look step by step…

Create some videos and images. Basic right? Maybe, but creating videos is kind of a tricky animal. There are four basic categories of videos: testimonials, product videos, marketing videos, and webinar. They carry various length issues and attention grabbing issues. You have to decide what works best for your customers, or try to have a few of each on your site. A good rule of thumb is to keep videos to less than 2 minutes, though webinars come with some exceptions to that.
Naming your items appropriately. Make sure that you are naming your videos with a search engine friendly name such as ‘blender-what-will-blend.mov’, instead of something like ‘2673AD43.mov’. In addition to properly naming your video, write a description that includes your keywords whenever possible.

Figure out hosting. I have great news for you– my secret recommendation is to use YouTube for EVERYTHING. It’s free, it has great analytics, and Google can actually count the number of views as a positive to rank that video higher in search. Adding the views from your website with the views from YouTube itself will show Google your video is more popular and bring it higher in search.
Market your videos. Like I said above, views count so do what you can to promote the video. If you have a little budget, buy some advertising of your popular videos on YouTube, which is now the world’s second largest search engine.
Encourage your consumers to produce their own videos. Not every video has to come from you. User generated content is guaranteed to be more influential on the buying process than anything created by you because your consumers trust each other more than they trust your own marketing.
Insights. YouTube has a great section called “Insight” where you can learn which of your videos are being watched, how they are being found, how much attention they hold and more. This is critical because without information you have no idea which of your videos are actually reaching your consumers. No matter where you chose to host your videos make sure you constantly monitor their success so you can expand on your successes.

For more information feel free to ask questions below and I’ll answer them.

Category: Customer Engagement Technology

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Avatar About the Author: Vistage Staff

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  1. Mark Aiston

    January 6, 2011 at 12:58 am

    Promote your business in the media

    Most people who are in business only dream of gaining free media publicity, locally nationally or internationally.
    It is possible, however you need to know the key steps.

    He is just one example of how you can gain free positive publicity for you and your business, simply by understanding how the media operates.

    Scenario
    There’s a heat wave currently occurring in your state or country.

    The media will constantly be looking for new story angles each day to fill their publications, television news services and radio news bulletins.

    Some of the angles the media will focus on include:
    • Increase activity at the beach
    • The elderly and how they are coping
    • Power blackouts
    • Water restrictions

    But you can muscle in on the action, and this is how.

    You own an electrical store and sell air conditioners.

    This is what you do.
    Write up a 10 point plan (or as many points as you feel appropriate) on how people can get the best out of their air conditioners during the hot conditions.

    1 .. Make sure the grid has been cleaned
    2 .. Make sure it has been serviced
    3 .. ect ect ect

    Anyway you get the drift.
    Send out the detail in the form of a MEDIA RELEASE, to the key media outlets in your region.
    TV Radio Print

    Think of a catchy headline like:
    “10 BRILLIANT TIPS TO GET THE BEST OUT OF YOUR AIR CONDITIONER IN THIS SWELTERING HEAT.”

    Obviously include your name address contact details.

    So if just one media outlet decides to interview you, then you’re in business.
    Advantages.
    1 .. You appear as an expert in your field
    2 .. Your business name is mentioned in the story
    3 .. You gain free media publicity
    4 .. The next time the media are doing a story about the heat they may use you again.

    And just to give you an example, if that story was on Network Ten in Adelaide Australia during out 5.00 PM news service, about 150,000 people would see it.

    NOT BAD AHH

    Now you may be thinking that’s fine but I do not own an electrical store .. well it’s the principle that’s important, when something is going on in your state region or country you can piggy back off it, let the media know and BINGO, free positive publicity could be coming your way.

    Question
    Do you have a media contacts list, if not get one started.

    Happy publicity
    Mark Aiston
    http://www.mediainsider.com.au

  2. Mark Aiston

    January 6, 2011 at 12:58 am

    Promote your business in the media

    Most people who are in business only dream of gaining free media publicity, locally nationally or internationally.
    It is possible, however you need to know the key steps.

    He is just one example of how you can gain free positive publicity for you and your business, simply by understanding how the media operates.

    Scenario
    There’s a heat wave currently occurring in your state or country.

    The media will constantly be looking for new story angles each day to fill their publications, television news services and radio news bulletins.

    Some of the angles the media will focus on include:
    • Increase activity at the beach
    • The elderly and how they are coping
    • Power blackouts
    • Water restrictions

    But you can muscle in on the action, and this is how.

    You own an electrical store and sell air conditioners.

    This is what you do.
    Write up a 10 point plan (or as many points as you feel appropriate) on how people can get the best out of their air conditioners during the hot conditions.

    1 .. Make sure the grid has been cleaned
    2 .. Make sure it has been serviced
    3 .. ect ect ect

    Anyway you get the drift.
    Send out the detail in the form of a MEDIA RELEASE, to the key media outlets in your region.
    TV Radio Print

    Think of a catchy headline like:
    “10 BRILLIANT TIPS TO GET THE BEST OUT OF YOUR AIR CONDITIONER IN THIS SWELTERING HEAT.”

    Obviously include your name address contact details.

    So if just one media outlet decides to interview you, then you’re in business.
    Advantages.
    1 .. You appear as an expert in your field
    2 .. Your business name is mentioned in the story
    3 .. You gain free media publicity
    4 .. The next time the media are doing a story about the heat they may use you again.

    And just to give you an example, if that story was on Network Ten in Adelaide Australia during out 5.00 PM news service, about 150,000 people would see it.

    NOT BAD AHH

    Now you may be thinking that’s fine but I do not own an electrical store .. well it’s the principle that’s important, when something is going on in your state region or country you can piggy back off it, let the media know and BINGO, free positive publicity could be coming your way.

    Question
    Do you have a media contacts list, if not get one started.

    Happy publicity
    Mark Aiston
    http://www.mediainsider.com.au

  3. Vistage

    January 6, 2011 at 2:57 pm

    Mark, I love your idea. Thanks for sharing.

  4. Vistage

    January 6, 2011 at 2:57 pm

    Mark, I love your idea. Thanks for sharing.

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