Internet marketing agencies hold a serious advantage over most other businesses when it comes to harnessing video on their Website. Here are 20 different ways any Internet marketing agency can use video on their website, plus some tips on just how to do it with just the right level of engagement (and not be intrusive like traditional agencies).
Internet Marketing Agencies & Website Video Marketing
Let's start with my own definition of what I mean by an "Internet marketing agency: ”A business or organization around the promoting and selling of products and services online that includes one or more of the following – market research, advertising, content, digital interactivity, optimization, training – for improving business performance or brand."
- "Agency" – A business or organization established to provide a particular service, typically one that involves organizing transactions between two other parties.
- "Marketing" – the action or business of promoting and selling products or services, including market research and advertising.
Internet Marketing Agencies vs. Traditional Agencies
The good Internet marketing agencies are different from traditional agencies in one big way: They are forward thinking and relevant in today's hyper-dynamic Internet marketing environment.
- They are built chiefly around solutions for newer media audiences – including social networks and search – vs. traditional print and broadcast media.
- They are more active in their own social media platforms – YouTube, Facebook, LinkedIn, Twitter, other video distribution sites, etc.
- They are more likely to feature video on their websites, and some get that they need video content which is more engaging and less of a traditional promotional video advertisement.
Why Marketing Agencies Should Use Website Video Themselves
We covered earlier how audiences and client prospects have an increasing expectation for Internet marketing agencies to have a professional Web video presence – both on their own Website and popular distribution channels. Fortunately their business model and focus on Internet marketing overall puts them in an excellent position to take advantage of web video marketing as an extension of their own promotional, networking, sales, and customer service activities.
20 Ways a Marketing Agency Can (Should) Use Website Video
Highlighting Your Agency, it's Mission, and Culture
- 1. Company Profiles – A company profile video can serve as a great introduction to your business. It's an overview about your business – your solutions, your marketing, your industry, your history, and your culture.
- 2. Staff Profiles – Everyone at your company could have a story to tell that's interesting, both professional and personal. Find the people who come across naturally on video and have notable (positive) personalities, and just let them talk about what they're passionate about.
- 3. Tours & Company Culture – Let people see the insides of where you work. People expect at least some aspects of an Internet marketing agency to be fun and exciting; or at least more interesting by comparison to what they do, typically.
- 4. Have a Good Time – A video featuring a creative performance by your own staff is a great way to showcase your company's culture and promote your business without having viewers feel like they're being advertised to.
- 5. Virtual Spokesperson – be REAL careful about this. It can be creative to have a video of a person explaining what their site is about with a 3-D feel; but too many agencies do an automated playback with the audio, which some (like myself), will find to be intrusive and annoying. You can read more about this in my earlier article, "Virtual Spokespersons and Video Spokesmodels.”
- 6. Community Outreach & Community Service – What causes is your agency involved in? Consider including video on your website that shows you're not just about money and fame, but also philanthropy and cause. Again, harness the use of video to showcase your agency's passions.
Showcasing Solutions, Services & Success
- 7. Case Studies – Take your prospective clients through an entire project – from the brainstorm and planning stages to the end product. Get some videos of the people working on it throughout the course of the project, so you have yourself a "mini-documentary" to share.
- 8. Testimonials – client video testimonials make for a great way to showcase your company's marketing achievements. Also, you can also give video testimonials of other businesses and people, too!
- 9. Client Support / FAQs – Having the most common and important questions answered via video is a great way for clients to retain information, and it shows them you're willing to show an extra effort beyond a text response.
- 10. Training – Do you have clients who need help with the solution you offer? A training video or video series is a great way to educate your clients and let them learn at their own pace in a visually-rich and interactive format.
Thought Leadership & Industry Expertise
- 11. How To's & Tips – audiences find it invaluable when you're willing to share your expertise with any do-it-yourself tips, and they're likely to get noticed by industry professionals as well as provide search exposure for potential clients that may be searching for how-to content related to the services you provide.
- 12. Interviews – David Meerman Scott, author of The New Rules of Marketing and PR, along with Steve Garfield, author of Get Seen: Online Video Secrets to Building Your Business, say that video interviews are one of the simplest and fastest ways to put together a piece that elicits a social response. Internet marketing agencies can create video interviews with fellow Internet marketing professionals, vendors, thought leaders and key influencers in a subject matter of interest to their clients; and they can even interview their own clients and staff.
- 13. Industry News & Commentary – successful marketing sometimes depends on the ability to act in real time. An increasing number of businesses are learning to respond to breaking news with real-time information and commentary, all in video. Consider using video to offer commentary on relevant news, and have that posted on your company blog and social networking sites. This showcases your company's responsiveness and industry awareness, which clients will react to positively.
- 14. Reviews – Is there certain software, hardware, equipment, or business solutions that your company has first-hand experience with and can objectively comment on? Companies like Zappos have video reviews of their products featuring their own employees. Instead of having a scripted actor, you may want someone who knows the product more intimately.
Business Development & Client Acquisition
- 15. Presentations – When you give a presentations in-house, at a conference, or for business development, consider a video presentation to better showcase information in an informative and enthusiastic way.
- 16. Sales Email Insights – Have you ever sent out an email to a potential prospect and wondered about their response? If you use video in your sales efforts via email, you can track how much of the video the potential client watches, whether they have paused the video at a certain point that may be of specific interest to them, and you may even be able to learn about where your pitch went wrong or became boring based off where their viewer abandoned the video. Obviously there are other ways that you can use video within email marketing communications as well.
Internal & External Communication
- 17. Event Participation – Anytime your company or an employee is either presenting or attending a marketing-related event (or even an event that would be of interest to your audience), capture not just an activity at the event, but also the people associated with your company, sharing their own experience of the event.
- 18. Thank You's – can be used for client appreciation, or as an award or acknowledgement to vendors that go out of their way to make certain your needs are met.
- 19. Announcements – what's coming up on your calendar that people should know about? Will you be at a public event where you can meet clients and prospects (or general audiences that follow your company and your industry)? Perhaps you have a new offering that you want to inform your customers of. Consider a quick video announcement and leverage email marketing with video to directly inform those who may be interested.
- 20. Video Blogging (Vlogging) – The Social Media Examiner reported that blogs are the #1 social media tool for doing business today. Not only can your videos be easily embedded in your blog around related text content, but it's also possible to generate text content right from your own video for the blog post itself.
If you want even more ideas, read our post on 42 Ways To Use Online Video For Business Marketing.
Common Mistakes and Alternatives
Audio auto-play. Don't surprise people with noise they're not expecting! Remember, they could be in a quiet setting and want to browse without attracting attention to themselves. The solution: Include click-to-play functionality with a graphic reminder for the audience; and you can also choose to have the video portion loop, while the audio is muted until clicked.
No sharing features. Don't make your Website a walled garden with your videos! Letting people share and distribute them for you is free advertising. So include some sharing/embedding features with each video. (If your video player doesn't let you have sharing features, create your own "share" button that points people to the same video on a video-sharing site where people can do just that.)