Mark Goodman
Who is searching for video answers on the internet?
When we talk about Search Optimized Video, we often hear comments like, “I sell to 55-year old purchasing managers who don’t watch videos on YouTube” or “Company owners abroad won’t be looking for my firm on the internet!” So why is Search Optimized Video valuable?
I did an interview on Thursday for a young woman from Pakistan who is in a journalism program in Chicago. Her husband is a graduate student in economics. Her father owns an industrial distribution company. Will her father be searching the internet and watching YouTube videos? Maybe not. But if her father wants to find suppliers, or purchase from the U.S., who is he going to turn to?
His daughter. Who was raised in an internet age. And who uses YouTube.
These young people are the future. They are the decision influencers of today, and the decision makers of tomorrow. Your company needs to reach them, and become their trusted source. If you don’t, and your competition does who will be the supplier that they choose?
Who’s actually on YouTube?
August 23rd, 2010
How can you use Search Optimized Video on your website?
August 9th, 2010
Mark Goodman
Any website can use SOV. Given that the content is tied to a company initiative, featuring the video on your website can supply new content. Tying the content to an event will also update the site. Check out this use of e-Conversation produced Search Optimized Video by Warady & Davis LLP:
And, if you are thinking about updating your site, here is a short video that answers the question “How do I know if my website having search engine issues?”
Most companies will show up in the first set of searches on the company name… so, how will SOV help? The SOV process determines a set of key questions that customers and prospects are asking about a company initiative. While that content is key to creating video, it can also be integrated into the website. Put the questions and answers on Page One. Create a Frequently Asked Questions page. Integrate the questions into a new page crafted around the initiative.
And, for companies that are not quite ready for video, the creation of questions and answers is a great first step. It gets you thinking about the next generation website and how it will be integrated into your conversation with customers and prospects.
Uncertain about Search Optimized Video?
August 4th, 2010
Mark Goodman
Uncertain about Search Optimized Video (SOV)? It’s OK to be a maybesayer.
The idea of featuring Search Optimized Video as a cornerstone to your customer acquisition process in a new concept to many sales and marketing executives. As we review the concept with them, most initial meetings yield a resounding “MAYBE” .
We’ve been there before. The sales executive who announced, “I don’t think I really need a cell phone to stay in touch! That’s why I have a personal secretary.” or the air freight exec who declared “people don’t want to track their packages on line, I think they would rather call” Lastly, when setting up an on line ordering system for a dealer network, a large company VP stated “they can order what ever they want on line, but we won’t ship until we get a signed hard copy purchase order”
If you are a maybesayer about SOV, here are 3 things to do.
1. When you talk to customers and prospects, make a list of questions they are asking… and how are you answering those questions
2. Follow companies in Twitter, subscribe to videos on YouTube, read some blogs
3. Think about your sales / prospecting process… how could it be improved
For more information on Search Optimized Video, please check out our new white paper.
