Video Marketing – Using Video for SEO and Conversion

Copyright 2012 – Eric Bobrow
All rights reserved – do not reproduce or distribute

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— Eric

LESSON OUTLINE

 

Overview and Agenda

 

Why Video?

• Statistics on internet video usage are staggering
• Growing every year, with mobile usage soaring
• “If a picture is worth a 1,000 words… a video is worth…”
• Allows movement, personalization (voice and a face to your company)
• Increases time on site – a ranking factor as well as a conversion factor
• Free video portals are both a lead source as well as an SEO factor
• Can be used in a variety of ways (website, video portal, Facebook, email link)

 

Video Styles for Architect Marketing and Websites

Basic:

• Slide show with music or voice-over
• Can include text to communicate a clear message and call to action
• Variation: Animoto

Intermediate:

• Talking Head – speaking to the camera – to the visitor
• Interview – Q&A
• Dialog – Testimonial

Advanced:

• Tour of one or more projects – can be tricky
• Full production with branding and effects
• Animated presentation

 

Technical Details

Best size for videos is 1280 x 720 (HD) – can be viewed smaller or full-screen

Simple transitions (dissolves) work best

Video for web should be saved as MP4 files for best compatibility

Flash technology is on its way out (FLV files are not viewable on iOS)

YouTube is the easiest way to upload and host videos

Other video portals are also easy, but less traffic

Once hosted, videos can be placed easily on website pages

Use the “Embed Code” to place HTML snippet (special text)

• Demonstration of embedding YouTube video on WordPress site
• Adjust settings for size and other options (to show other videos at end, etc.)

 

YouTube Channel

A YouTube Channel is a mini-website

Easy and free to setup – uses your Gmail account

Can establish authority

Links in the description of each video can point to your main website (use http://)

Distribution of videos can boost SEO via backlinks

 

Special Features

Video players on your website can be set up to work with opt-in contact forms

Two common variations: opt-in to view (gated) or opt-in following video

Autoplay should be used with caution – particularly if there is sound

 

Creating Your Videos

Slide shows can be created using many different programs

• Examples: PowerPoint, Keynote

Screen recording software – Jing (free), QuickTime Player (Mac), Snagit, Camtasia, ScreenFlow

• Allows voice-over to be recorded while playing a slideshow or manually showing images
• Audio quality is important – a quiet room; ideally a USB headset ($25 – $50) or podcaster microphone

Digital Video

• Webcam
• Smartphone (iPhone / Android)
• Dedicated video camera
  • If possible, use a clip-on lavaliere microphone for better audio (Canon Vixia $300+)
• A tripod is essential for stable images

Video Editing – from Simple to Sophisticated

• Free tools can be just fine: iMovie, Windows Movie Maker
• Inexpensive and simple to use: QuickTime Pro ($30 from Apple, available for PC and Mac)
• Inexpensive and Very Capable:
  • PC: CyberLink PowerDirector, Sony Vegas (both under $100)
  • Mac: Camtasia Mac ($99) Final Cut Pro X ($299)

 

Ideas for Content

Images of Project or Type of Work (e.g. remodel, kitchen, etc.) – the simplest and easiest to make

Variations:

• text slides (script) – to deliver a message, branding, information
• voice-over
• music
• Animoto

Frequently Asked Questions – headshot talking to camera, or slides with voice-over

• Explanation of concept (e.g. green architecture)
• Describing benefits, options, possibilities
• Answering objections

 

NOTE: If there is time in this session, the curriculum section on improving the visual appeal of your website (“eye candy”) which was originally scheduled to be included in Level 1 Part B will be included in this session.

VISUAL APPEAL – “EYE CANDY”

Images are essential to communicate architecture and building design

Load a set of images and place on a page using the built-in Gallery option

Selective use of movement will enhance the visitor experience – not static

Slide-shows are simple and very appropriate for general use

Sliders

A good slider tool will have many options:

• Transition: dissolve vs. slide sideways (other options for special effects)
• Timing: set this based on your preference; allow pause and resume
• Navigation: next/previous, thumbnails, numbers or “dots”
• Skin: simple or graphic framing, shadow effect, style for controls
• Auto-start with page load, or click to play

Riva Slider Pro – a free bonus with this course, has all of these options (WordPress only)

TIP – only have one slide show on a page, avoid being too busy

Video

Video is a good option for architects as well

Video Types:

• Webcam / Talking Head – good for introducing the architect or firm, building a feeling of familiarity, making “direct contact” – talk directly to the visitor, can be informal, doesn’t have to be a “professional production”
• Slide show with music or voice-over: this can be a little “commercial” or an informative educational experience
• Tour of a project/projects: Live video or computer animation, possibly with music or voice-over; can be simple or an entire project in itself
• Videos can be hosted on YouTube or privately through your website

We’ll spend a lot more time looking at Video promotion later in the course

Effects

• Hover
• Drop-down menus
• Dissolves
• Flash vs. HTML5

SUMMARY: Dress up the site with a little bit of eye-candy to make it less static, invite interaction, increase involvement