Archive for the ‘Best Practices’ Category

The Value of Video for Your Website in Today’s Business Climate

Friday, November 6th, 2015

Today, guest blogger Bob DiGregorio of DiGregorio Productions is going to help us understand the ways in which video can bring life to our websites, positively impact our business images, and create potential for increasing the bottom line.

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bob-digregorio

Did you know that according to ReelSEO, video content accounted for 64% of all internet traffic in 2014? That’s impressive. What’s even more impressive is according to a new report from Cisco, by 2019, online video in the U.S. will be responsible for 85% of all internet traffic. Oh, and one more thing, a recent Ascend2 report says that 85% of companies found value and success in their video marketing strategy.

So, are you using video in your marketing?

With those statistics you need to start considering it. Now more than ever, video is a powerful business tool. What makes video so powerful is video can engage, entice, excite and entertain your audience in a way that text and photos never can. The evolution of online video is exploding, what ReelSEO found is companies that don’t include video in their digital marketing strategy are quickly being left behind. So what’s the deal? Why are companies finding it harder to compete just because they’re not using video in their digital marketing? Well, I’m glad you asked, we all know that the Internet has become one of the principal ways we communicate, entertain ourselves, and work. According to Statista Americans spend 11+ hours a day consuming electronic media. That’s huge considering that most of us are awake 16 to 18 hours a day. With most of the American population online, businesses need to go where the people are, today- that’s online. And, what are people doing online- watching video. Consumers are going to YouTube for how-to advice, Facebook for breaking news and to Instagram for behind-the-scenes video of their favorite entertainers. Those businesses that embrace a video marketing strategy are finding success and gaining an advantage over their competition.

I know, what does all this mean to me as a business owner? Well, it means that to compete in today’s world your business has to evolve and begin to develop a digital marketing plan that uses video content.

How is Video Being Used?

In the 2015 Video Marketing Survey Report by The Web Video Marketing Council, Flimp Media and ReelSEO they asked 350 businesses what the purpose of using video was in their online marketing, the results:

  • 80% Increase brand awareness and engagement
  • 65% Promote product and services
  • 61% Increase website traffic and SEO results
  • 57% Generate new sales leads
  • 55% As a sales collateral to educate prospects
  • 50% Website and landing page conversion
  • 10% Other

As you can see from the top three responses businesses are using video to stay top of mind to their customers, promote their products and services and increase SEO results. Video is perfect for these purposes because we can create short and memorable messages for little cost. You want short vignettes because these work best for digital and social media. According to ADWEEK, New York Fashion Week designers uploaded a mix of short and long form videos to Facebook, YouTube and Vimeo. The results, the short clips, 30 to 60 seconds, brought in a total of 6,324 interactions. The shorter 15-second clips brought in a total of 5,466 interactions. With these results, it’s clear that these short vignettes are hitting and resonating with consumers.

Professionally-Made Video Delivers More Gains

Now, having said that- video is like anything else, the key is to put the time in, budget accordingly and follow through to make sure your video is professionally produced and proficient enough to get the positive results you’re looking for. Though video is extremely effective in building brand awareness and engaging your customer base, you need to be cautious. A poorly produced video can have the opposite effect. Today’s viewers see a lot of video and know the difference between good and bad video. They make decisions based on their interactions and information provided by a company. That said, a company that has a subpar website or a subpar video raises questions to that visitor. So you want to make sure to get the value out of using video in your digital marketing and social media; you want to produce a professional product.

Videos Deliver Super SEO Value

I know that video can be expensive so why use video in my marketing? Well, there are a few reasons. To begin with, the SEO benefits are huge. According to Search Engine Watch, videos that are properly submitted are 53 times more likely to generate a first page Google ranking than traditional SEO techniques. In addition, videos do have a high return on investment (ROI). 52% of marketing pros credit video as the type of content with the highest ROI. Why? Simple, metrics. You can see exactly how many people watched the video, how long they watched, if they engaged the call to action and a whole lot more. Also, video is replicable. Once the plan is created, repeating the ROI & SEO in the end:

  • a) doesn’t end and
  • b) doesn’t cost more.

That adds value because you’re not reinventing the wheel every time a new video is produced. With a solid infrastructure you replicate the distribution plan and maintain a solid and positive ROI.

Video Delivers a Longer-Lasting Image

Now with all of those benefits, the human aspect is huge too. First, when you use video in your marketing your audience will remember you. We have a great memory for short periods of time (“Look, something shiny!”). Marketers know this, well no surprise there. That’s why we’re pounded with close to 5,000 ads every day. Because of this marketers have to find a way to catch our attention. Not easy. Here’s why, according to Social Media Learning, people remember 20% of what they hear, 30% of what they see and 70% of what they hear and see. Is it coming into focus now?

The second component to the human aspect is social media. Today you need a social media strategy. And, social media LOVES VIDEO! Let’s focus this a bit here, social media loves video because video is the primary driver of social media. Now, when planning a social media campaign for your video you need to remember that every video platform (Facebook, YouTube, Instagram, Twitter, Vine) is different. Each platform requires different storytelling techniques.

Here’s a breakdown:

PlatformViews per VideoAverage EngagementVideo Length
YouTube17 million0.65%12 minutes
Facebook24 million3.0%1:28 minutes
Vine10 million2.1%6 seconds
Instragram1 million430K per videomax 15 seconds

So it is safe to say that people are watching video online. Think about this: if your customer’s are not watching your videos, they are most likely watching your competitors’. According to Jeffery Hayzlett of the Hayzlett Group, by 2016 online video users are expected to double to over 1.5 billion. By 2017, video will account for 69% of all customer internet traffic. Today, 76% of marketers are having website developers add video to their client’s websites. Pretty compelling, isn’t it?

To sum this all up, using video in your marketing is essential in today’s competitive market.


Robert DiGregorio, Jr. is Executive Producer at DiGregorio Productions, a multimedia creative in Marlborough, MA. Prior to founding DiGregorio Productions, Bob had worked in his own website and multimedia business called imageMATTE, worked in TV production for NECN, and gained corporate experience in a start up business that produced video for the top pharmaceutical companies in the USA where he also managed 20 freelance editors. Making videos has been in Bob’s blood since he was very young. He gained his first formal experience in his high school’s television studio, followed that with working at the local public access station, then moved on to studying video and communications in college where he earned degrees in Media Communications and Film & Television Production. Contact Bob at (508) 251-9045. Connect with Bob on Twitter or LinkedIn


CREDITS

  1. Carla Marshall, By 2019, 80% of the World’s Internet Traffic Will Be Video [Cisco Study] (ReelSEO: June 11, 2015)
  2. Cisco, Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 (Cisco White Paper 2015)
  3. Greg Jarboe, 85 Percent of Companies Find Success With A Video Marketing Strategy (ReelSEO: September 28, 2015)
  4. ReelSEO and Tubular Labs, 17 Tips for a Winning Video Marketing Strategy In 2015 (ReelSEO and Tubular Labs White Paper 2015)
  5. Felix Ritcher, Americans Use Electronic Media 11+ Hours A Day (Statista, March 13,2015)
  6. Web Video Marketing Council, Flimp Media and ReelSEO, 2015 B2B Video Content Marketing Survey Results & Trends Report (Published October 16, 2015)
  7. Lauren Johnson, These Fashion Week Designers Created Dazzling Facebook Videos As Well As Clothes, Lesson: show more runway, less backstage (ADWEEK February 19, 2015)
  8. social@Ogilvy and Tubular Labs, The Rise of Multi-Platform Video: Why Brands Need A Multi Platform Video Strategy (social@Ogilvy and Tubular Labs White Paper June 23, 2015),
  9. Benjamin Wayne, Search Engine Success: Getting Video SEO Right (Search Engine Watch Jan 27, 2010)
  10. How To Sell Your Boss On Video (Slate and Maine July 27, 2015)
  11. Jeffrey Hayzlett, Why Video Marketing is Key in 2014 (Hayzlett Group January 7, 2014)
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First LinkedIn Post

Monday, October 12th, 2015

This morning I wrote my first post for LinkedIn: “Why Website Redesigns Cost More Than you Expect“.

It is original content; my thoughts on the cost of a website redesign based on an article in SiteProNews about the tasks required to do a website overhaul.

For me, “overhaul” is a big, strong word, and does not describe what clients and prospects are thinking. In my experience, clients and prospects have used softer words like “tweak” and “modernize”, and even “re-design” to describe what they want to do with their websites. They envision a quick, inexpensive update to their website, and have no knowledge of the work that needs to be done in the background. My post explores the work and, hopefully, will enlighten businesses and professionals as to what it really takes to build a best-in-class redesigned website.

 

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Thanks to Business and Empowerment Coach Maureen Letendre

Wednesday, September 21st, 2011

Many thanks to business and empowerment coach Maureen Letendre for facilitating the monthly blogging meeting today. In lieu of our usual blogging session, Maureen led a discussion which helped each of us get re-focused and re-devoted to our blogging efforts. We explored…

  • Why we blog
  • The payoff we receive from blogging / how we measure success
  • The things (excuses and reasons) that stand in the way of us blogging as frequently as we would like
  • Our visions of what we would like to be doing with regard to blogging
  • The (SMART) commitments that we were willing to make today

Maureen sent us away with homework… To define who we are as a blogger and to choose 3 reasons from our lengthy list of “Reasons We Blog” and post them in a visible spot near our computers and laptops so that we can remain focused when we blog.

Maureen ran a wonderful session-focused, prepared, and kept us on track with regard to time.  Much appreciated!

Maureen Letendre is owner of In Demand Coaching, Marlborough, MA.

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Successful Website Business

Friday, February 11th, 2011

Today I will be participating on a three-person panel at the Women’s Business Council meeting of the Marlborough Regional Chamber of Commerce.  Emily Greenwood of EKG Networking in Marlborough, MA and Tracey Ingle of Ingle Law in Southborough, MA are the other two business professionals. (We have known each other, worked together, and referred each other for years, so, it will be a comfortable and fun panel!)

In preparing for the panel, I have been reflecting on Business Success; what that means, how you get there, what tools can help… Books for instance.  

Top three books that come to mind today are: 

  1. The Seven Spiritual Laws of Success – Deepak Chopra
  2. The Tipping Point – Malcolm Gladwell
  3. The New Rules of Marketing and PR – David Meerman Scott

I read these books after having been in business for a number of years. They helped me re-focus and re-energize my efforts. 

I particularly liked The Seven Spiritual Laws of Success by Deepak Chopra. Reading it and doing the mental exercises helped re-affirm that I am doing what I am suppose to be doing: website design and development. The answers to these two questions (paraphrased from the book) brought me to that conclusion.

  1. What is it that you are doing when you forget to eat, forget to look at the clock, shrug off that pain in your shoulders, stay up until all hours of the night?
  2. If everything in your life were taken care of… no money worries …no restrictions on you… what would you be doing?

There is one piece of the puzzle that isn’t in place for me to reach my “full truth” yet , but, I am aware of the piece that is missing and can make decisions that will bring me closer to it.

Armed with this knowledge, I move forward building a successful website business  that makes both me and my clients happy.

I’m filing this under Best Practices because there is nothing better than working in your core competency and smiling at the same time.

How about you? What books do you recommend? Are you working in your True Self?

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Domain Name Responsibility

Friday, January 2nd, 2009

Happy New Year to All!

Start the new year off feeling confident about your domain name; knowing that it is secure and that you will be notified if there is any activity around it.

How do you check your domain name record?
Go to the website of your domain name registrar. Log in and look at your domain name record. Check that all the contact information is correct, especially the information listed for the Registrant. Is the Registrant’s name correct? Is the Registrant’s e-mail address correct? Is the mailing address correct? If any of the information is incorrect, change it and save the record.

Not sure who your registrar is?
Well, you should have an e-mail that you saved from when you registered the domain name. Look for that. Maybe you printed it out and it is in your web folder. If neither of these work for you:

  1. Go to domaintools.com
  2. Enter your domain name in the box on the first page, next to Whois Lookup.
  3. Scroll down to the Registry Data section and look at the ICANN Registrar.

Why is this important?
Internet companies will only deal with the “owner of record” of a domain name. So, if you want to do something like transfer your website to a new hosting company, transfer ownership of your domain name, or simply request the username and password, you will only be able to do that if your name and contact info (or designated person in your company) is on the record. Likewise, if the registrar’s policies have changed and it sends a mass mailing, you will be unaware of the changes, and may/may not miss important deadlines.

The person whose name and contact information is listed on the domain name record in the Registrant section is recognized as the lawful owner. If the record contains the name of a former employee, the Internet companies will deal with that person only. If the record contains the name of your web developer, the Internet companies will deal with the web developer only.

If you own the domain name, it is YOUR responsibility to ensure that all of the contact information is correct. Internet companies accept no excuses. [It’s like your taxes and the IRS. Just because you are unaware of a rule, doesn’t mean that you won’t be penalized.]

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