You have likely heard that having video on your website is terrific for SEO, and sales conversion. But what are the specifics? What types of video are most effective? Is quantity or quality more important?
As with last week’s post, I turned to a trusted expert. I have worked with Barbara Haupt and Elissa Leif on a variety of projects and I have found them to be that perfect mix of creative and practical. Their company, MiniMatters helps clients with the whole process needed to make videos successful—not just filming and editing, but the other critical pieces: thinking through messaging and calls to action to match your audience and goals; hosting and distribution of your videos through the web, email, social media and other means; and evaluating results in order to improve future efforts.
I reached out to MiniMatters for up-to-date answers for some of the most common questions I hear on video.
There have been so many changes by Google over the past year with their search engine algorithms. How does video play a role?
Google’s search engine algorithm changes, particularly the recent “Penguin” updates, have aimed at giving higher page rank to sites with higher quality content. And Google believes that real people’s enthusiasm for content is the best indicator of this quality. Thus, social sharing has become more important to page rank, and it’s important to provide your visitors with high quality, unique content that they'll want to share. Video is just this type of content that is highly sharable. Thus, not only do you need to create video with solid content and good information, you need to make your social sharing options highly visible around your videos and on your video players, and you need to direct your viewers towards those options.
You should also take a look at “rich snippets.” You’ll want to create a Google site map for your videos so that when your videos come up in Google searches, they are represented with a picture of the video and play button. People are far more likely to click when they see a rich snippet rather than plain text in a search.
And, of course, you will want to make sure you research key words to create optimized titles, tags, descriptions — and even scripts for your videos. The script can also be uploaded in the form of a transcript that allows the Google bots know what (high quality) content is contained in your video.
What are the most important things small businesses should think about to create highly effective videos?
- Responding to their audiences and the problems their audiences need to solve.
- Making it personal by featuring people (owners, staff, customers) and their stories
- A clear call to action
- Dedicated landing pages for the videos
When is hiring out versus DIY for video worth it?
Hire out when you have a quality brand and you want video to match or even enhance that brand. Hire out when you’d like the help of professionals who can use the video medium to its potential to help your marketing. Hire out when you want help with your strategy and tactics for video distribution. DIY is a good option for blog posts, communications with existing customers, or times when you want a short, personal touch to get your message across. Even in these cases it helps to have a professional video resource to make sure your personal videos are tagged and hosted properly.
How should a small business select a partner for video work?
Look at their samples and clients and see if they have worked for clients similar to you. Ask about results from the videos they have produced. Get references and find a company compatible with your company culture.
How long before a company can see an impact? What measurement tools or metrics do you recommend in order to gauge progress?
This varies. You can see a quicker impact if you have a solid call to action within your video, or as a button on your video player linked to a landing page designed for sales conversion (certain online video platforms permit this). YouTube has some great analytics that you can access from inside their Video Manager or by clicking the bar graph icon under one of your videos. We also like Pixability’s Video Grader tool. If you are using YouTube, this is a great tool for evaluating your YouTube titling and descriptions, and the interaction between YouTube and your website.
For additional information check out MiniMatters’ Video Marketing Blog, now featured on Alltop. Any other questions for MiniMatters? Post in the Comments section below.