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New Approach to Review Videos for Rankings

Review videos can be short and sweet and still get on the first page of Google organic listings.

We’re trying a new approach to review videos for our local clients and it seems to be working well. The key is to get our review videos onto the first page of the Google organic listings.

Anyone interested in internet marketing should know that you MUST be on the first page of Google if you want to get found by people searching. 92% of people never move to page 2 and beyond.

We’ve written earlier about the positive impact that a company’s review videos can have on their marketing experts. And review videos fill a valuable niche when people search for a company and reviews about those companies. Or they may even search for a particular company name, plus the word “review.”

Our new approach is to do videos that each feature one review from a client’s Yelp page, Google page, web page, etc. and wrap an intro and close.

These review videos, while short, sweet and to the point, can be optimized correctly and by using our “review video magic” the video can show up on page 1 of the organic listings, not just the video search listings. Here is an example of the latest video that we did that got us ranked on page 1 overnight:

We just put this up for ourselves a day ago and it’s on page 1 of Google’s organic search already for “Silicon Valley video production company review.”

Similarly, if one were interested in our company specifically and searches for Penrose Productions + “review” we also show up on the first page of the Google organic listings.

We will continue to test other videos with other terms and report back.

But we’re very optimistic that this will be a windfall for our clients once we post these video reviews.

If you would like a chance to see what these review videos can do to get your business found on the internet and drive people through the door, please give us a call at 650-969-8273

Thanks and Happy New Year!

 

 

 

 

 

Get Me on Page 1 of Google

Today’s business people always seem ask, “Can you get me on page 1 of Google?”

Frankly the short answer is that yes we can. It’s all a matter of what you want to get to page one of Google for. What keywords will help people to find you when they search for your product or service?

As we’ve pointed out in an earlier blog post on review videos, when new clients evaluate a business or product that they are not familiar with, they’ll often look for reviews of that business or product. While some will go directly to Google Plus or Yelp or some other review site, often they will do a simple Google search which includes this information:

  • city and/or other location name
  • business or service type
  • followed by the word “review”

Will customers discover your business if they search using that keyword phrase?

One of the quickest ways to say yes to “Get me on page 1 of Google” is to have a review video.

92% of Google searches never get past the first page, so when clients say “get me on page 1 of Google” they are asking a very relevant question. A business MUST be ranked on the first page of the search results. And once you are on that front page, a terrific way to get found is to have a video there. The YouTube thumbnail that shows on the page truly makes your video stand out from the rest of the text-based entries on the page.

get me on page 1 of google

Review videos are a terrific way to get your business viewed in a good light also. For the business that may have some negative reviews online, the review videos will of course feature only the very top reviews. The videos are completely accurate but naturally do not highlight the negative.

Recently I did a video to answer the request of how to get me on page 1 of Google and have posted it here.

As mentioned in the video, since we are the specialists at getting videos ranked onto page 1, we’re looking forward to doing it for you. Your yearning to get me on page 1 of Google will be satisfied – guaranteed!

To get YOUR review video produced and ranked onto page 1 of Google, it’s actually cheaper than you think. To learn more, look at what we do here at Penrose Productions. To get us to get your video ranked in the search engines, give us a call at 650-969-8273.

Review Videos are Great for Driving Business Customers

Review videos can help a business build customer confidence in their product or service.

And when a customer has that confidence, that’s when they’ll pick up the phone or come in the door.

When evaluating a business or product that he or she is unfamiliar with, a new client will often consult reviews of that business or product. While many will go directly to Yelp or some other review site that they trust, many times they will do a web search. Typically this search will consist of this search string:

  • city or location name
  • type of business or service
  • the word “review”

Will this customer find your business if they search using that keyword phrase?

Review videos can make sure that they do find you.

As we’ve mentioned before, 92% of Google searches never get past page 1, so it’s imperative that your business get ranked on that first page. And once you are on that front page, a great way to get listed is to have a video. The YouTube thumbnail that shows on the page really makes your video stand out from the rest of the text-based entries on the page.

Review videos are a terrific way to get your business in the best light as well. For the business that may have some less than complimentary reviews on Yelp, the review videos will of course feature only the best reviews. While completely truthful, the review videos naturally do not highlight negative reviews.

And when clients see all-positive review videos, they are more likely to contact that business.

Let’s show an example of a review video, shall we?

In this video, the search term we are trying to rank for is “Palo Alto home care service review” and after being uploaded a few days ago to YouTube, it is already ranking on page 1 of the search engine results among over 9 million results. In fact, it’s the 6th ranked entry in the organic (non-paid) search engine results. See how the video thumbnail draws the eye?

palo alto home care service review

Here’s the video itself as seen on YouTube:

Our task over the next several days is to get the video ranked even higher on page 1 so that it will be even more visible to anyone searching for that search term. In addition this review video will climb up in rankings for other search terms for which it is not already on page 1.

Since we are the specialist at getting review videos ranked onto page 1, we’re looking forward to showing how this happens.

And if you want YOUR review video produced and placed onto page 1 of Google, it’s cheaper than you think. To learn more, look at what we do at Penrose Productions. To get us to help you get ranked in the search engines, contact us at 650-969-8273.

 

 

 

Business Videos from an MBA

When looking for a producer to do your business video, you might want to trust it to someone with an MBA.

Business videos are becoming more and more instrumental as time goes on. The reliance on web videos by consumer and business buyers alike is becoming more and more pronounced every day. In fact, a recent survey finds that businesses are moving increasingly from trying to reach their customers on regular TV to web video.

This is not a surprise.

We’ve all heard the astounding statistics about the growth and influence of web video:

  • there are 4 billion YouTube videos watched every day
  • the average YouTube viewer watches 5 hours of video per month
  • there are 100 hours minutes of video uploaded to YouTube every minute

These numbers are truly staggering but are in fact, growing. People are becoming more and more addicted to internet videos.

And how does a sharp business person communicate with all these potential buyers?

business video producer Jim PenroseBy creating their own business videos, of course. And to do this, the obvious step is hiring a video producer with a diverse business background. And what could be more appropriate that a video producer with an MBA from one of America’s most prestigious business schools?

 

I was pleased to learn that a profile I had submitted to my MBA magazine at the University of California Business School had been accepted for their “Alumni Notes” section. In it, I recounted how the broad business background of the Haas Business School had given me a broad background that allowed me to help create business videos for my clients for over 30 years.

I am proud of the diverse background I have received, not only from my MBA studies, but from the many years of experience in producing award-winning videos.

Perhaps more importantly, I’m proud of the 100% customer satisfaction rating we’ve received.

When it comes to making business videos, we truly relate to the perspective of our clients. Rather than trying to create fluff videos that entertain, we create business videos that accomplish the goals that we mutually develop with our clients.

Why don’t you come by and see what you can get from a company that truly understands business videos? Come to Penrose Productions.

 

Obstacles to Video Marketing Success

Recently we read about video marketing success in a report that was published in June 2014 entitled “B2B Video Marketing: B2B Benchmarks and Best Practices.”

video marketing success as found in demand metric studyThis report was produced by Demand Metric Research Corporation in partnership with Ascend2, and it was sponsored by VidYard. The report was a study in which 398 marketing sales and business professionals worldwide were polled regarding their use and video marketing successes with B2B videos. And all of the respondents had either used video for BtoB marketing or were planning to.

There were a number of interesting findings in the study.

One included what the respondents felt were the obstacles to video marketing success. We were dismayed (but not surprised) to read that 47% of the people responding to the survey cited a lack of budget for their video has an obstacle. Fully another 45% indicated a lack of in-house resources or a problem.

I suspect strongly that these two categories are both largely the same respondents to the survey.

Creating compelling content was another major factor users said was another obstacle to video marketing success.  To us this merely underscores the fact that many of the people in the B2B marketing world do have an understanding of the need for Media Marketing, but do not have a strong comprehension of what it takes to create a successful video. In the remainder of the study, B2B marketers indicate strong understanding of the process. This indicates that they know how to what to do with the videos once they have been created.  However it did not seem that many of them on grasped what was necessary to create those videos in the first place.

As a professional video production company, our job is to lower those barriers of entry to B2B marketers who realize the need for good strong videos.

Obviously if they do not understand how to get them created efficiently and effectively, they are not going to continue with the video production process. The plain truth of the matter is that many videos are not very expensive to make and instead can be produced at a price that’s returns a great ROI. Many videos such as this one below have in the relatively simple production cycle and do not require extensive (if any) use of video cameras and the recording of video and audio on location or in the studio.

As you can see in this video we have not used a video camera to create the visual images necessary to communicate, yet it is a video marketing success. Instead we use the video editing process to merge graphics, narration and music. We also have the ability to use stock footage in video production as well, also avoiding the need to hire a camera and crew.

The primary challenge begins with the lack of an effective media strategy before beginning the video.

And as it turns out this was the fourth greatest obstacle to video marketing success as defined in the study. In fact 33% of the B2B marketers realize that they lacked an effective strategy. This indicates some awareness of the problem, however a full 26% of the of people who responded suggested that producing studio quality video was also an obstacle to video marketing success as mentioned above. Studio quality video is NOT necessary in order to effectively communicate the message and of course this is particularly important when budgets are limited. So if we may be so humble we would like to suggest that you contact us at Penrose Productions so that we can discuss with you ways in which the video production process can be effective for you and maximize your ROI.  Time after time we have seen that he budgets do not have to be nearly as high as you fear.

Video Content Must Be Engaging

Show and Sell: Video Content Engages Consumers

Why do consumers love great video content?

video content

There are a million and one businesses that rely heavily on their online presence to drive promotions and sales.

But there is one thing that almost all of them have in common: they all seek to connect with their customers in a meaningful way.  The good news is that there is no shortage of ways to accomplish this goal. Pinterest, Twitter, Facebook, and Google advertisements are just a few examples. However, a new survey from Animoto suggests that there is one medium that can increase sales for almost any business: quality video content.

In the survey they note that video is a huge factor in the purchasing decision:

  • 73 % of all consumers are more likely to purchase after watching videos explaining a product or service
  • 96 % of all consumers find videos helpful when making purchase decisions online
  • 71 % of all consumers say watching video content produced by businesses leaves them with a positive impression of the brand, service or company

The benefits of creating high quality videos to promote your products or services have been well documented.

After Google, Youtube is actually the second largest search engine on the internet. Consumers look for videos to inform them about product reviews, customer satisfaction, and just the overall vibe that a company is putting out. Here are a few of the reasons why every business owner should be using videos to promote their company.

Have you ever heard the expression “You only get one chance to make a first impression”?

This is especially true in the world of business. When customers conduct an online search for your product, and are able to find helpful and informative videos, it leaves them with a positive impression of your company. Consumers appreciate videos because they allow them to have a higher level of confidence when making purchasing decisions. According to the survey, a whopping 93% of respondents reported that videos are helpful in deciding which product to buy. This also applies how to best use the product after it is purchased.

Every business owner knows that their job doesn’t end after they have made a sale.

Continuous engagement and customer support is crucial if you want to earn consumer loyalty and repeat business. This is another area where businesses will find videos to be extremely helpful. The survey found that not only do videos encourage customers to research and purchase additional items from the same brand, but they actually cause a company to be perceived as being more trustworthy. With this in mind, most business owners would probably agree that they can’t afford NOT to have quality video content to back up their products.

Just because video content provides an excellent medium for finding and connecting with customers, it doesn’t meant that just any old video will do.

Video content is critical. If your video is too long, many viewers will be turned off.  As a result they may choose to skip your video altogether. 83% of the consumers in this survey reported that the ideal video for a product or service is five minutes or less. It is also important to organize your video content in a meaningful and approachable way. So several smaller videos are often a better choice than one hour-long installment.

Creating video content can be a bit intimidating if you have no prior experience doing so.

If you aren’t a professional videographer, don’t worry, we specialize in helping you create professional and engaging videos on whatever topic you desire. So if you would like to promote your business, increase your web traffic, or just make it easier for customers to find and connect with you, contact Penrose Productions for help in creating quality videos. It’s great place to start.

YouTube Video: Making your Video Go Viral

YouTube Videos rule the internet and there is no better platform for making your video go viral.

Going viral is a universal, if lofty goal for just about any YouTube video. However, it takes large portions of both skill and luck to have the video get millions of hits. Especially so in the arena of business videos. But are millions of hits necessarily the goal?

In this excellent cartoon from Scott Adams, Dilbert has an accurate assessment of what it takes to create a viral video, while the third (unidentified) person at the table has the luck to be in the right place at the right time.

viral YouTube video

One of the key panels is #5 where Dilbert shares that he has no relevant skills for the assignment his pointy-haired boss is giving him. We’ve commented often, business video quality is key and best left to the pros. That’s what we’ve been providing clients in Silicon Valley and around the world for over three decades.

But since we consider ourselves to be your YouTube video partners when we undertake a project, we’d like to share some insights on getting your YouTube video seen by others.

First you have to define the goal and the audience for your YouTube video. What good does it do to have 5 million hits when they come from viewers who couldn’t care less about purchasing your business’s product or service?

So it’s a matter of scale as to what defines “viral.” For example, if you are marketing in the BtoB space to a specialized product or service through your YouTube video that has a potential universe of 5,000 engineers throughout the world, 1,000 views would be a great accomplishment.

On WikiHow they have a list of 10 steps for How to Make a Viral Video. The problem with the article is that it does not go into any detail for the ten steps. However, there is a key point in item #4 that is worth noting – you need to have is video that is at least one of these six, plus the last one:

  • Unique
  • Funny
  • Stupid
  • Dangerous
  • Strange/Weird
  • Gross
  • Worth talking about

We particularly like the last one — the YouTube video has to be worth talking about. At least in the community that is your audience.

If the video can also accomplish some of the other characteristics, fine, but we don’t typically produce professional videos that are stupid, dangerous or gross. For some odd reason, those don’t often seem compatible with a professional business YouTube video.

If your business is in the consumer marketplace, then the elements of storytelling, excitement, etc. become much more important. Again, the target market must always be kept in mind, but the goal for consumers is to get them to SHARE the video.

This is an excellent article on creating consumer viral videos. But again,we come back to the need to have your video produced by a professional. As Dilbert noted above, you have to be trained and experienced — don’t try this at home!

But remember, even if you become a YouTube video master, there is no guarantee that you will make money from your video.

Monetization is in important part of the goals we mentioned above, and for the majority of businesses to goal is to engage and inform potential buyers about your products or services so that they will want to do business with you.

8 Ways to Doom Your Corporate Video Production – Mistake 3

Mistake 3.  Just Assume That Video or Multimedia is The Solution to Your Problem

Corporate video production and multimedia are not the solution to all problems of communications, training, sales, etc. So that is why it is so important to understand the answers to mistakes #1 and #2 in my previous blog posts. 

In the area of sales and marketing, video and multimedia can be an important strategic component in the mix.  In other areas, such a skills training, a video presentation might be just the ticket to be able to demonstrate proper technique to newly hired or promoted people.

In general, corporate video production and multimedia projects are best used where showing the product, service or process is advised.  In sales and marketing, a particularly effective use is to show products in use that are impractical to bring to the prospective client for a demonstration.  Over the years, we have done programs showing hotels, large assembly line robots, clean room processes, exercise programs, and many other areas where a demonstration in an office of the product or service is just not practical.

In areas involving interpersonal skills, such as management training, corporate video productions might also be a part of the solution.  Establishing the groundwork in an area could be an excellent use of video, especially if there will be many employees over time who require this training.  But for smaller groups, or for brief periods of time, role playing and other techniques could be warranted, whereas video and multimedia would not.

 

8 Ways to Doom Your Corporate Video Production – Mistake 2

Mistake 2. Don’t Pre-Determine The Objective of Your Video Production

This goes hand-in-hand with my post from January 2nd. In addition to knowing who your video production ise talking to, you need to know what you want them to do or feel after the program has been delivered.

Whenever possible, the video production objective should be quantifiable. It is certainly easier to measure results in the area of training. As any good training professional knows, pre- and post-training assessment tests can quantify the results of any training program, including video productions.

It’s similar to the field of MBO or Management by Objectives. Being measurable is the key.

target marketSimilarly, for sales and marketing or communications, detailed testing and statistics can be gathered about project awareness and attitudes before and after the presentation of the overall program package. But each of those probably aren’t the real desired results – the true goal is pumping up the sales figures.

As in training, it is desirable to measure the effectiveness the sales or communications program has in meeting the stated goals.

There is a problem, however. Measurement of the specific impact of the video production or multimedia program is difficult, as the production is typically not used in isolation. Instead the video production is usually only one part of a package of other material delivered in conjunction with the video or multimedia program.

Ideally, we would like to emulate large consumer companies, where extensive market research provides detailed analysis of specific advertising and promotional techniques. They can isolate the effects of individual components of an overall brand marketing strategy, for example. But this requires an extensive historical background and a very large sample size to help isolate variables and establish causal relationships.

However, this is more problematic in the business-to-business world.

B to B companies rarely have the historical data to statistically isolate the cause and effect relationships of individual marketing components, including a video production. This is compounded because a new product or service introduction is often where we see the merger of these packages of video, trade show booth, collateral and trade publication advertising. This renders historical comparisons largely irrelevant.

The opportunity to measure program effectiveness is not impossible, however. Anecdotal evidence can be gathered from clients as to what portions of the total package made the biggest impact. This can even be formally quantified through the use of surveys. Mix in a good portion of industry experience and common sense, and the sales or marketing exec can often get a pretty good feel for the impact of the video or multimedia portion of the campaign, as well as the other individual components.

 

8 Ways to Doom Your Corporate Video Production – Mistake 1

Mistake 1. Don‘t Bother to Identify The Audience  For Your Video Production (Or to Constantly Keep it in Mind)

video production audienceVideo productions, like any kind of communications program, has certain principles that must be followed. This is the first and foremost rule: know your audience. It is universally recognized as fundamental to creating an effective program. Yet it is amazing how often it gets violated. This rule is certainly not unique to video or multimedia programming. In all forms of audio and visual communication, it is imperative to develop a precise definition of the target audience – and remember it.

Market research firms and departments spend billions of dollars annually to determine who will receive a message so that proper product placement, advertising and promotions can be done. And it can be money well spent.

Yet we often see companies approaching their video productions with a “Ready, Fire, Aim” approach. They use a shotgun when a rifle is called for. They try to appeal to several audiences with the hope that the program will serve multiple purposes. Remember, when you try to appeal to everybody, you appeal to nobody.

While the same basic video production can sometimes be used for different audiences, it is recommended that different variations or versions be developed for those different groups. It’s a simple matter to re-edit or re-narrate portions of a video production. However, efficiency demands that this is planned from the beginning of the project.

So remember to plan the project with your audience in mind.

Know what their level of expertise or experience is with the topic. This will avoid the problem of shooting too low (e.g. wasting their time showing or telling them something they know) or too high (losing them because you assume a level of expertise they haven’t yet attained).