Businesses know that a message conveyed through video is effective, and one of the best examples can be seen in the United States at beginning of February, when the National Football League holds it championship game called the Super Bowl. Businesses are willing to pay up to $3.5 million for the opportunity to have their 30 second commercial shown to 111 million viewers. It is debatable as to whether or not any of the companies actually get their investment back; however, it is clear that companies value being able to get a message out through video.
Video Marketing Has Become Too Expensive…Offline
Most small businesses don’t have an advertising budget that will allow them to spend that much for a one-time ad campaign. Of course, industrial marketing typically doesn’t require small businesses to pay for an ad during the Super Bowl, but television time on a smaller scale is still very expensive. A typical airing of one commercial apart from any production expense, costs between $90 and $2,500. That rate makes it cost prohibitive to run any extended television ad campaign for small businesses.
However, that doesn’t discount the need to have the benefits of getting a message in front of viewers in a video format. Video allows for a unique form of social proof that viewers can see, as well as a solid connection point with the owners or managers. Moreover, video allows for business owners to personally engage their viewers. Video is much too vital a tool in a company’s promotional arsenal to allow it to go unused.
Then the question is, how can a business get the benefit of airing a commercial campaign without incurring the costs? How can a marketing for manufacturing campaign reap the rewards of connecting with video?
Creating Marketing Videos to Increase Search Presence
Companies can create videso for online search to get their message in front of potential customers. Management can utilize SEO tactics in order to make video messages visible to searchers as they seek to find information. Because the videos would have to be strategically placed on the path of those who type specific keywords into the search box, the video’s content would need to be targeted.
For example, if the keyword that a company was most concerned about was “forklift safety”, a generic video about using a forklift would be inappropriate. The company’s video content would need to address the issues surrounding “forklift safety”. As a result, one of the key benefits to employing a video strategy is to be able to tailor the presentation to answer the specific questions that searchers have. This positions the company’s ownership and staff as experts in solving problems that searchers are truly looking to solve.
How To Implement an Online Video Campaign
Online video campaigns do not cost what a television commercial might cost. As a matter fact a video is free to upload to YouTube.Com. However, the optimization process is somewhat technical and very involved. Undertaking it would take time away from the company’s primary business. Therefore, to truly benefit from the process of an extended ongoing campaign, it is best to assign a staff person or hire out a consultant to conduct the campaign.
Having an industrial marketing consultant or staff person take on the tedious tasks can keep executives unencumbered to manage the business, while moving the video campaign forward. However, even with hiring a consultant, management’s involvement at the beginning is critical to building a good foundation to an extended online video promotional plan.
The necessary steps to build the plan are:
- Work with staff to determine the 10 frequently asked questions in your niche or industry and rank them by those that are most urgent to those asking
- Do the same for the 10 questions that should be frequently asked.
- Work with a marketing consultant to determine the top ten search phrases relating to your industry. Then take all three lists and combine them to one prioritized list.
- Select the first video’s subject based on the list of questions you have put together.
- Create a marketing funnel based on your current products and services, including lead capture, relationship building and multiple offers.
- Create the video, using a script, and keeping the marketing funnel in mind.
- Upload the video to YouTube.Com, set up contact information to be notified of comments and questions.
- Work with an industrial marketing consultant to optimize the video and video channel for search.
- Take the script of your presentation upload it to the video area.
- Use social media to notify all followers, friends and connections. Request that they share your content.
An online video campaign is inexpensive when compared to a television campaign, yet more targeted. Companies should work to make sure that they are using video not only to sell but to brand themselves. Video can be used in the same way that television commercial can, but also have a range of uses that it doesn’t have. Has your company disregarded video marketing because doing commercials is cost prohibitive?
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