Along with over 100 delegates I attended the recent CIM London event on ‘The Power of Video’. Two interesting speakers, Mark Attwood and Jovan Maric, advocated the use of video not only to grab attention and entertain but also to improve SEO and increase conversion rates.
However, one of the things they seemed to have a slightly different view on was video quality – to improve search results Mark advocated uploading as many ‘conversion keyword’ related videos as possible on as many channels as possible, even if they are produced cheap and cheerfully.
Jovan suggested less is more, particularly in terms of length of video (90 seconds to 2 minutes was recommended), simplicity of content and an uncluttered message – key elements of each video should be the definition of the problem (from the consumer’s perspective), the solution, the consumer benefits and a call to action. No different from any other piece of effective marketing communication then!
Apparently it’s possible to produce a good quality piece of video content for £500 or less, particularly if it is a talking-head style video. Most videos, however, cost around £3,000 to produce, although by using the same opening and closing sequences it’s possible to produce multiple versions of a video, linked to different keywords, for a fraction of this cost.
There was a great example of the ‘Power of Video’ shown by Jovan from Dollar Shave Club. If you haven’t seen it before take a look here, it’s not only very effective it’s also very funny – which is one of the main reasons why it’s very effective!
The common message from both speakers was that if you haven’t considered using video as part of your integrated digital marketing strategy before then it’s time you did.
Well, that’s it for another year – I’d like to wish my thousands of readers (one day maybe) a Merry Christmas and a Happy New Year.