Mark Goodman
Congratulations. A searcher found your company online.
It’s what you do with the searcher, once they find you, that counts!
I was having a discussion with a business thought leader last week. She remarked that a business person can choose the e-Conversation Solution of search optimized video (SOV) solution rather than pay per click (PPC). While SOV works very well when coordinated with SEO (multiple use of both content and questions), using it as an alternative to pay per click was intriguing. She noted that either pay per click or using video to get on page one achieves the same result.
But, as a second derivative, I pointed out to her, is that once you are found, it’s what you present that counts. With SOV, you have an opportunity to immediately present your company as an expert. A trusted source. A targeted video both provides information and conveys trust. It differentiates you from the competition, and suggests additional content.
SOV says “how can I help you?” and “Here is a way to solve your problem”. Pay per click says “buy from me”. If you are selling commodities, “buy from me” might work. But, if you are working to establish a long term relationship in today’s world, the best first step is answering a question and solving a problem.
Consider this video, from manufacturing expert Paul Heinze:
So, once a searcher has found Paul, he provides a helpful answer to a question that potential clients must be asking. He doesn’t sell. As a result, he becomes an expert and someone that prospects want to do business with, instead of just another person selling services.
