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March 2019

How Video Can Help Your Marketing and Online Presence

We all enjoy a good YouTube video or even a funny commercial, but have you ever considered the benefits of using video as a marketing tool? Here are our top five reasons why not using video as a marketing tool can leave you in the dark ages:

It is highly digestible.

One of the best things about video is how, when used properly, information can be laid out in a way that is extremely easy to understand. Video requires much less effort from the audience and is therefore way more likely to be watched through completely than an article is to be read from start to finish. Plus, with 90% of consumers watching video on mobile devices, video content is ideal because it can be accessed and watched from anywhere in the world.

It can be entertaining and engaging.

While there are many different types of video, the best ones for online marketing are explainers, interviews, product reviews and demo videos, live video and video ads. While these may seem pretty straightforward, there’s a few key factors you may not have yet considered.

Types of Videos for Online Marketing:

  • Explainer
  • Interviews
  • Product Reviews and Demo
  • Live
  • Video Ads

1. Explainer Videos

These type of videos are great when you release a product that may need more explanation, for instance this video made by GTBank, a Nigerian financial institution, has a short anecdotal hook at the beginning and then proceeds to explain what their newest application is and how to use it. It is entertaining and funny and has almost two million views on YouTube, which is awesome exposure for the company. It’s also animated which can be a great choice for explainers and video ads as using storytelling as a marketing technique engages more people and is overall more memorable content than the alternative. After all, 97% of marketers say videos help customers understand products and help them to make purchasing decisions. (explainer videos are also great for social causes too, like this video that illustrates the dangers of texting or talking while driving)

2. Interviews

Say you work for a company that spells specialty shoes that are supposed to improve posture, circulation, etc. Making a video interviewing someone like a foot and ankle specialist who can give an expert recommendation for your product can be extremely useful. This is also a great opportunity to bring in social media influencers or celebrities who can vouch for your product and get your video more exposure as well.

3. Product Reviews and Demo Videos

Ever heard of user generated content, or UGC? This is the perfect opportunity to spread awareness of your product to potentially a previously untapped audience. You or your company can use brand ambassadors to make their own content or review of your product and promote it to their followers. This is especially important when trying to reach a younger audience as many college students are willing to be a brand or campus ambassador just for the experience. Another great thing about UGC is that because it is mainly posted and shared on social media, you can actually consider it a form of market research, helping you to identify key publics to appeal to and where to put out your main messaging. There is also a ton of YouTube videos that are product reviews and serve as free or earned advertising, assuming it’s positive feedback of course.

4. Live Video

Live video is great because it builds trust in your company or organization by letting your audience get to know the inner workings of your organization. This type of video is more engaging as it’s seen as a more face to face type of interaction than just you sending out messaging to your audience. It’s also fun and interesting for consumers to see a “behind the scenes” view of your company, it’ll make them feel more familiar with your company and in turn fosters brand loyalty.

5. Video Ads

As we mentioned before, storytelling is a great marketing technique, and while a picture is worth a thousand words, video ads that have a distinct beginning, middle and end are much more entertaining and memorable than their still counterparts. In 2017 84 Lumber wanted to increase brand awareness for their company so they created this video ad. It has an emotional appeal, grabs people’s attention and is very memorable. Another good approach for video ads could be illustrated or animated because they can advertise your product in a way that is understandable and retainable.

Videos give high ROI and Search Engines love websites with embedded videos.

To make a really professional, good looking video, you could either hire a video production company, or try to do it yourself. Now either way, it is going to cost you, but because video can reach such a large audience, you have the potential to make back the money you spent on the process and then some. Also, search engines like Google love videos embedded in websites. In fact, they love them so much that pages with video are 53 times more likely to show up on the first page of Google search results than those without. This is a great way for your company or organization to improve your search engine optimization, or SEO, because search engines see video as high quality content.

Video boosts conversions and can improve sales.

In a study conducted by Social Media Today, 90% of consumers claim a video will help them in making a purchasing decision. Since most people look at product reviews before making a purchase, having a video that stands out from the rest can boost sales and improve your conversion rates.

It is easily shareable.

Consumers prefer watching a video to reading an article, so keeping that in mind, creating a video that is entertaining, engaging, tells a story and is also consistently branded has the potential to go viral and in turn increase traffic to your website, which, once again, can lead to more sales and conversions.

If these reasons didn’t convince you that video is an excellent marketing tool, you might be interested to know that YouTube reports that by 2021 80% of all web traffic will consist of video. Another reason to get ahead of this trend is that 81% of businesses are already using video for marketing purposes. So, next time you sit down to write an advertisement, consider using a video instead.

7 Reasons to Drop Yellow Pages and Get On Google

7 Reasons to Drop Yellow Pages and Get On Google

If you are still paying your $100 monthly fee to stay “relevant” in the Yellow Page phonebooks that most people use for kindling, now’s the time to ditch them. In an increasingly digital world, it’s safe to say that most consumers go to Google when they are looking for a new service – whether it’s a doctor, dentist, plumber, restaurant, yard service, you name it.

Think about the last time you were wanting to try a new restaurant or that time when your furnace broke and you needed an HVAC tech. Did you thumb through the phone book that you had so readily available? Maybe…But more likely, you pulled your phone out of your pocket and did a quick search on Google.

If you own a small business that offers local services, then you totally need to be showing up there! Maybe you know this already, maybe you don’t, but there are still so many businesses who are struggling to break free of their phone books and who are not on Google. It’s time to make sure you are showing up in the Yellow Pages of the online world.

Google My Business, the online platform that allows you to show up on Google Maps, provides so many wonderful benefits to local businesses and to the consumers who search for them.

Better Conversions

Typically, Google Maps and the businesses it lists are the first things that show up when someone does a Google search for a business or service. You know this, you’ve done it. Because of this, these businesses at the top of the search results often capture the majority of the clicks that come from that search.

And when a searcher comes to Google looking to solve their problem through a new service, they are showing explicit intent to buy. They have that shopping mentality and are ready to make a purchase. So you want to make sure you’re showing up when someone makes that search.

Trust Metrics

Everyone knows Google, and most consumers put high trust into familiarity and big brands. If Google is displaying your information, that trust is then carried over to your business. You might have companies calling you to get listed in their online directories, but their websites are not the first place that consumers go to conduct a search. Google is.

Reviews

One of the most wonderful benefits of Google My Business is that customers can leave their feedback of your business on this platform. Have you ever left a review on Google?

Customers can leave reviews that convert other people who come across your listing. When you do an excellent job providing service and create an awesome product, people will naturally want to share it with others and part of that comes through leaving reviews. Of course, you need to make sure that you are providing the best service you can in order to ensure positive reviews.

Exposure

When your business is showing up on Google Maps, people see it. Not everyone will come to your business the first time they do a search for your service. Some of them might go to another similar business, but if they are let down by that one, you can bet they are going to come back and search again – and who’s going to be there? That’s right – you.

This is also a great tool for brand awareness. Even if people are searching for other similar businesses to yours and don’t click on you, they probably saw your listing, and after a few more times of doing the same search, they will start to recognize your name.

Updating Information

It’s not just about getting new leads, but also about keeping current customers up to date. Don’t make your customers have to call and find out what your hours are or second guess if you’re open on a federal, but not widely recognized, holiday.

If you move locations, change your phone number, get a new website, update your hours – you can share all of that on your Google listing and keep new and current customers in the loop in a matter of minutes. You can’t just backspace and retype your info in a phonebook.

Gain Valuable Insights

Google My Business also offers tons of great insights that have the potential to really help you increase business. Their insights will tell you how people are interacting with your listing – whether they are clicking to call your business, asking for directions, visiting your website, or even messaging you.

You can also see which search queries brought people to your Google listing. If someone searched for “orthodontists in Boise” and your business showed up, but you only do general dentistry, that could be a good indicator that you need to update your website or change the category on your listing.

It’s Free

And the best part – it’s free! Google My Business is not limited to the big businesses that can afford to show up there. It’s available for everyone. That’s not to say that you will automatically show up at the top of every search query just because you got a Google My Business listing. There are several factors that tie into it, but it gives you a good place to start.

When you are ready to really make the push for local SEO and get your business showing up well on Google, you can find a specialist to help you out.

Author Bio

Kaili Killpack is the lead SEO Specialist for Manwaring Web Solutions. She manages SEO for dozens of small businesses in and out of Idaho. Building client relationships, solving problems, writing content, and basking in their successes make her job something that she truly loves doing.

These 3 Things Make or Break your Homepage Header

Here’s the problem:

You have worked incredibly hard to design this beautiful website. You have gone through the rigorous process of gathering content, shooting photos, and planning out the structure of the website. Once that’s done, you still had to build it. You swore to yourself that business would increase because of the new site. You knew it in your gut. It had to work.

But did it work?

Most businesses build the headers of their websites wrong. They try to be cute and clever. They assume a beautiful image, a well-established logo, and a catchy slogan is enough to seal the deal with the visitor.

But it’s not.

The visitor doesn’t care. They have a problem that needs to be solved and they want to do it as efficiently and effectively as possible. Here’s the deal, every human wants two things; We want to survive and we want to thrive. We all have our own problems that we are trying to solve and we look for external solutions or guides to help us solve those problems. So why not make your website as clear as possible? Stop being cute and clever and be incredibly clear with your visitor. Tell them exactly what you do.

So here are the 3 things that will make or break your homepage header. If you are missing any of the 3, then you are leaving money on the table.

Your website should answer 3 simple questions in the first 5 seconds of the visitor looking at your site.

What do you offer?

Be incredibly clear with as few words as possible. If you are an HVAC company and your service and install heaters and AC units, here is an example of what not to say: “Established in 1972 and serving you for another 50 years”. This is incredibly vague and the visitor has to work very hard to understand what you are saying. Here is a good example to follow: “HVAC Installation and Repair that You Can Count On”. This tells the visitor exactly what you do while speaking to some internal frustration and moves them down the sales process.

How does it make my life better?

The good example above speaks to a better life with “Repair that You Can Count On”. In your headlines, it is important to be crystal clear about how it makes the visitor’s life better. Spell it out for them: “No more unbearable summers,” “No more layering clothing to stay warm”. With this type of imagery, you will paint a picture of how it makes the visitor’s life better.

Where do I click to buy it?

Add 2 call-to-action buttons to the header of your website. The first should be in the top right of the website and the second should be under your main headline. Additionally, your button needs to be a direct call-to-action. Don’t say, “Contact Us”. Use direct phrases like “Call Today” or “Schedule Now”. It might feel pushy to you, but the visitor will never receive it that way. They just want to know what to do next if they are ready to do business with you.

If you look at your website and you are NOT answering these 3 questions, then your website is losing business. Make all of that hard work worth it and double check your header. Your website is too important to be confusing visitors. For a video explanation of this post, watch this video.

BIO

Zach Rinard

Rinard Media

“Most business owners don’t feel confident in their marketing strategies. At Rinard Media, we collaboratively work to build marketing strategies that help them achieve their goals. This frees up business owners to get back to doing what they love. They get more time with their families and ultimately have less stress.”