Trends in Film, Video & Web

This is a question that is currently in vogue and working its way around the Internet, blogosphere and traditional business media.  And frankly, I’ve been underwhelmed by the responses.

Recently, I participated in a discussion in one of my Linked-In groups regarding just this topic.  I was shocked that much of the “chatter” revolved around search engine rankings – and not much of anything else.

Why search engine discussion when the topic is video?  Because there’s a great deal of debate on just how “searchable” video content really is.  Google and other search engines have proclaimed that they now have the ability to “search” video content.  That’s exciting news, even though most experts will tell you that this video search capability still has a way to go before it’s perfected.

But is that a reason not to use video on your web site???

For the record, I’m a HUGE fan of Search Engine Optimization (SEO).  It’s done wonders for Blue Marble Media and our consumer-market business Cooper Maron Commissioned Films. People from literally around the world are finding us – and more importantly, contacting us with questions and opportunities for doing business.

So always, always work on building & maintaining your search engine ranking.

OK.  So you’ve done a great job building link and tags, keeping your web site and blog updated, etc., and people are starting to find you!  HURRAY!

My question for you is this: now that they’ve “found” you, what are they going to see?  How are you going to engage them?  How can you be sure they spend a little time getting to know you and your products and services?

Content, friends, content!

And video is one of the best types of content there is.  It’s better at explaining complex ideas … better at moving a viewer emotionally … better at entertaining and keeping your audience engaged … better at conveying customer testimonials … better at training a process or procedure … etc.

So first of all, while it’s not yet perfected, video searches are happening and are helping pump up your search engine ranking.

But even more important – video is going to help differentiate you from your competitors.  Think about it – if you’re number one as the result of a Google search — what about the guys who are number two or three in that same search?  Chances are they’ve got very similar written content to what you’ve been putting out there – that’s why all three of you are at the top of the same search results.

So, a consumer looking for specific products or services, is probably going to visit the web sites of at least two or three companies, right?  That’s certainly what I do when I’m researching on-line.

Once you’ve been “found” in a search, hopefully with a first page placement, it’s pretty safe to assume you’re now in a head-to-head competition with every other listing on that first page.  They’ve optimized their sites to rank well for this kind of search, just like you have.  What’s going to make your site stand out?  What’s going to position your company as more of an authority?  What’s going to make your company feel trustworthy and professional?

Could it be …video?

We’re getting more and more inquiries from our corporate customers about the hows and whys of Social Media Marketing.  Frankly, I don’t think there’s any one, single posting anywhere that will tell you everything you need to know. But in a nutshell, getting started in Social Media Marketing boils down to embracing a few important revelations that can make a huge difference in your bottom line:

1. It’s much more effective to put your message in places where prospects are actively looking for products and services in your category;
2. Today, when customers are actively shopping for something, they almost always turn first to Google, Yahoo and other web search tools to find information and options;
3. The company with the best information/content (i.e., most complete, easiest to understand, useful, engaging and offered in a variety of ways) most often wins the purchase
4. In light of all of the above, your marketing mission is make it incredibly easy for your prospects to find you and your incredibly authoritative, engaging and useful information by leveraging all the tools available to you on the Web.

I have to give a huge tip-of-the-hat to the HubSpot Blog as an incredible resource for all things related to Social Media Marketing or what they and others are referring to as inbound marketing.  If you’re just starting to explore this brave new world of Social Media/Inbound Marketing, HubSpot is a great place to start.

HubSpot isn’t just a charitable repository of marketing information.  They’re really practicing what they preach by using great content to attract new customers for their inbound marketing software.  (In the spirit of full disclosure:  No, we don’t use their software — yet.  But I’ve become such a fan of their resources I can’t say how long it will be before we at least check it out.)

But my point really isn’t to fawn over HubSpot as much as to use them as an example of the power offering your customers really useful, meaty information that helps them in their day to day lives or work.  This company uses blogs, video postings, webcasts, video tutorials, interest group sites on Linked-In, Twitter, Facebook and who knows what else to get their message out.

Having a well designed Web site is just the tip of the iceberg.  Harnessing the power of the Web to have great conversations with your prospects and customers is what Social Media/Inbound Marketing is all about.

This is a question production companies have to deal with every time they put together a quote or bid for a job. And it’s also a question we’re frequently asked by our clients.

The answer is … there is no single perfect answer.  It depends on the script or project, the needs of the client, the limitations or requirements of the shoot location(s), the overall budget and sometimes even the client’s ego (believe it or not)!

Sometimes all that’s needed is a camera person who is also experienced with recording audio — say, for a quick “talking head” interview — and maybe a producer and/or grip. Why does that work? Because there are very few variables. One location. One or two interviews. Not too much that can go wrong.
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