Video Integration With Web Design
Video Integration With Web Design
By Joe Schaefer, PhD
President, Live On Page
VIDEO INTERGRATED STRATEGIES
Website video needs to be a fully integrated component to any website owner’s strategy. The message and content of the video doesn’t exist in a vacuum. The video spokesperson on the page is speaking to a specific visitor who searched for a specific keyword, wants a specific need filled, has a specific pain point and will pay a specific price, either in money or personal information to get what they need. Failing to realize this while creating your video can be equated to having an extremely generic conversation with a very specific person.
In fact, there isn’t a single piece of web marketing strategy that exists in isolation. Search Engine Optimization, Pay Per Click, Website Design, Video Spokesperson, Conversion Mechanism, Follow Up Drip Marketing, Purchase Structure – All of these methods should be integrated into a single plan for leading the most common visitor for your service from start to finish.
We start planning all web projects with the single question: “What is your goal for your website?” The answer to this question is often “I want to make money.” Of course, this is the universal answer for business websites, but in what way is money going to be made with the website?
1- E-Commerce
2- Gather prospect emails for follow-up
3- Get web visitors to call the brick and mortar business
4- Get web visitors to physically visit the brick and mortar business
5- Educate the visitor, create rapport an eventually get the business
6- Educate a customer after the sale
The simple act of asking this question is often the most enlightening step the client has taken concerning their website. It leads to revealing decisions about content priorities.
For example, the client might say, “I want to tell the story of our company on this particular page”. Then when we recommend that their video should drive visitors towards an action page or response form, the client might reply, “But we want them to read about our company”. We’d then ask, “Would you rather have them read about you or email you with their contact information for a follow up call? Is your goal to increase visitor literacy through reading or to get leads?”
This last question really gets at the heart of marketing issues online. Many business owners think that the online website forum is their final chance to tell their story and that somebody will willingly read it. Deep down, they might believe that somehow the internet changed the world in their favor and now even strangers will be interested in the history of their business and their musings. Of course, the opposite is true. Since the internet allowed every person on Earth to publish their own story, the public is more apathetic than ever. Web visitors are ruthlessly self-centered and will give a website seconds to “put up or shut up”.
So the use of a video spokesperson and video marketing has two steps in a site. First, answer the following question – “What’s in this site for me?” Then, at a deeper level answer the question – “What should I do now?” Since we can easily research the most common search terms we can directly address their needs and can provide a clear path to taking action. Unfortunately, that path often drags them right past the “About Us” page, with no time to read the story about the company’s history. Darn it, you end up getting an actionable lead with the person’s name, phone number, and unique comments, but you didn’t get them to read about how long you’ve been in business. You might find yourself thinking, “What happened to this world? Nobody cares anymore!” But cheer up, once you call them back and they find out how great you are, they’ll go back to your website and read every word – Just like you always wanted them to.
