One of the challenging hurdles at Aerial Photo Media
Is the ability to convey ROI of video to potential clients. It’s a bit of a nebulous product that can seem unquantifiable. On the surface it’s eye candy, showing off a product or service, providing a sense of place, or demonstrating something educational. Deep down, the results can be far more valuable. Let’s take a look.
Utilizing video for sales or marketing purposes is a lot like planting a garden.
You drop the seed, let it nurture, and allow it to blossom in to something prosperous and beneficial. Video allows businesses and professionals to convey their purpose, value, and integrity, without overtly pushing sales. It’s a subtle way to show the viewer “hey, this is why we stand out against the crowd, and this is why you should do business with us.” In today’s online world, video has become seamless with blogging, ad space, website homepages; and it’s only getting more and more prevalent. A few stats on video advertisement versus text advertisement:
- One minute of video has as much value as 1.8 million words (Forrester Research)
- Videos are shared 1,200% more times than links and text combined (Simply Measured)
Those are some bold numbers.
You can get A LOT of mileage out of video.
Social media is no longer restricted to Facebook and Twitter. The outlets have multiplied significantly over the past few years to incorporate mediums such as Instagram, Snapchat, Google+, LinkedIn, Pinterest, and several more. Guess what? All of these platforms provide a hosting or direct link opportunity for video.
Remember when building a website meant spending upwards of $10,000 and waiting 3-6 months? Those days are long gone with the introduction of Squarespace, Wix, Weebly, and even mega-host GoDaddy has a super easy and useful webpage builder.
What does all of this amount too? Each one of these incredibly popular websites or web-platforms are a soapbox for you to blast your video in to the stratosphere of the internet. Each one is an opportunity to grab an audience and direct them back to your own website, product, service, company, etc.
- Video draws attention, attention = likes, comments, & views on the video network.
- Likes, comments, & views = Googles attention.
- Googles attention = credibility, placement, and value.
- Googles attention + credibility + placement + value = high placement on their search engine results.
- High placement on Google search engine results = copious amounts of high quality traffic to your website or business.
- Copious amounts of high quality traffic to your website/business = increased sales, customer retention, and ultimately increased revenue.
Google likes video
And if you want to get to the top of Google search results, you better have some video in your repertoire.
“You’ve seen it before. You do a search and the top three results are all videos. Google and Bing want to show your video as part of the mix. In fact, if your competitors consistently beat you at the search engines and they’re not using video, adding video to your marketing mix might be the best way to leap frog them in the page one results.” (Takeflyte.com)
Think about yourself in the consumers shoes: you’re interested in taking a trip to the Bahamas, what’s the first thing you do? You open up your iPad or laptop, fire up Google, and type in “Bahamas vacation.” As the search results roll in, you’re instantly inclined to view the eye candy, such as pictures, video, or shockingly low rates advertised in the small Google boxes. How often do you actually scroll down to the very bottom or even click page 2 of a search result? Guess what, almost no one does. That’s why it’s imperative to be at the top of Google search results, it’s the #1 way to drive traffic and ultimately conversion of sales to your service/product. Video is one of if not the most important key to Google placement.
Whether you’re searching for real estate in a particular area, researching restaurants for date night, or comparing new running shoes; Google is your gateway to the information and you want to be on Google’s good side as a business.
A snapshot from the Wine Industry
“St. Supery – Located in the Napa Valley, hired a Director of Social Media who instituted several social media campaigns on Twitter and launched online wine videos. The results increased St. Supery’s Facebook fan page to one of the largest in the industry at over 5300, and in one case allowed them to sell 390 cases of wine in 72 hours” (Bakas, R. (2010) The ROI of Social Media in the Wine Industry -Winebusiness.com)
What is the bottom line here?
Video production for a property, product, business, or service has become an essential ingredient for marketing success in today’s business world. Print is basically dead, text is boring, and emails are filtered. Video is how you reach people.
Leveraging Google search optimization, social media platforms, and providing your audience with professional and relatable content is the key to success; and video is the platform.
If you’re interested in producing video content for your property, service, or business, we would love to hear from you at aerialphotomedia.com
You can contact us directly at Darren@aerialphotomedia.com or by phone at (707) 363 – 2489.