When looking to set up an online marketing presence, Facebook and Twitter have become the go-to networks for reaching out to consumers and shaping branding, with LinkedIn close on their heels. But YouTube? Oh, how soon we forget about this video marketing platform and sites like it. Yahoo Video, Vimeo, Google Video, Daily Motion and other online video platforms should not be underestimated as viable marketing tools. Yet, many are overlooking the power of online video.
Recently, Greg Jarboe, president and co-founder of SEO-PR, asserted that most Americans watch YouTube videos more than they search Google, and a video is “50 times more likely to get a first-page Google ranking than a text page”. Such information makes video ESSENTIAL to any online marketing plan.
The value of online video as opposed to TV spots is enormous. Unlike TV, online media can be tracked- showing how many people watched, how long they watched and what brought them to the video in the first place. Such metrics provide valuable information on consumer demographics. In addition, consumers can comment on videos directly, providing instant feedback.
Your video should be focused for your consumer demographic, right down to color choices and song. Although it costs far less to make an online video than a TV commercial, don’t make it look like it costs less. Use a high definition camera and multiple takes. You want viewers to remember your video and share it, so make it high quality, interesting and transparent.
Consumers will be looking for videos that show what people really think about your product and give insight into the workings of your business. Just like other social media platforms that have broken down barriers between consumer and provider, your videos should make potential customers feel like you’re willing to share everything.
As with all marketing tools, don’t rest your entire marketing strategy on online video. Video marketing should be part of your overall strategy and integrated into it. The beauty of online media is how easy it is for consumers to share through Twitter, Facebook, LinkedIn and other networks, and you should be sharing it, too. Once you create a video, promote it on all your media platforms. Monitor the video the same way you’d monitor other social media accounts-reply to comments and delete offensive or spammy posts. Take suggestions and use them in your next video. You may even think about asking users to submit their own videos and post a few to share.
Don’t be left behind! Put on your director’s hat and let the “ACTION!” begin.
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Because Google Adwords is the market leader, it is often the only tool that businesses use for online advertising. Depending on your product and niche, however, there are times when Adwords simply is not a cost-effective solution to acquire customers. For example, the co-founder of internet sensation Dropbox recently shared that Adwords never made sense for the company. Even after all of their optimization efforts, the cost per acquisition remained at more than 0 for a product.
If your optimization efforts have also fallen short, it may be time to explore some alternatives to Adwords. There are three that may be worth considering:
Facebook
Description: If measured purely by number of users, Facebook is among the closest to Google with more than 500 million registered users. To find the users you’re interested in, Facebook allows you to target specific customer segments by age, gender, location and interests.
Good fit: Facebook is worth a try if your product is consumer-oriented and you know a lot about your customers. With this information, you should be able to easily target your niche and deliver high-quality traffic to your website.
Example: Wedding photographer targeting recently-engaged couples in Southern California.
LinkedIn
Description: Because LinkedIn is an expensive option with a minimum CPC of .00, it is critical to optimize well. Fortunately, the service allows you to target by industry, profession, age and geography.
Good fit: LinkedIn may be an appropriate option if your product or service is designed for professionals and has a high price point in order to recoup your costs.
Example: An enterprise software company targeting the key decision makers – CIOs and CEOs – of medium- to large-sized companies.
Amazon Product Ads
Description: On each product page, Amazon offers “sponsored links” approximately halfway down the page. While targeting is less specific, advertisers can select which product categories to focus on. A minimum CPC is based on the category and the price of the original product.
Good fit: To advertise on Amazon, your company must be selling a physical product – not a service. In addition, it helps if your product fits nicely within Amazon’s categorization so you are targeting the right type of customers. Because visitors are in the purchasing mindset, this is an ideal opportunity to advertise.
Example: A customer jewelry manufacturer selling pieces between the prices of and 0.
While Adwords remains an important part of most companies’ advertising, I expect to see more diversification as these services, and others, become more mature.
About the author
Dav Gra is interested in the latest trends of search engine optimization and marketing. He is a fan of online collaboration software, including a collaborative UML tool and an online whiteboard which can be used to create a flowchart, drawing or other type of diagram.
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