Monthly Archives: November 2011

Online video for savvy marketeers

This month we’ve seen a 36% increase in the amount of visits made to online video sites by the UK internet population – that’s over 785 million in just a month. 70% of visits are to online video sites which pushes You Tube to become the third most popular site behind Google and Facebook. Ranking second and third are the video on demand services offered by BBC iplayer and ITV player.

A video link is 5 times as effective as a link to text or images – this is the way to go if you want to generate traffic to your site. The average internet user will make 18 visits to video sites a month. While You Tube dominates the market, the increase in traffic to video on demand and more niche sites demonstrates that content is what matters most to today’s Internet users. If you’ve got the information your customers are looking for, they’ll go to wherever they find the content they’re looking for.

James Murray, Marketing Research Analyst at Experian Hitwise said: “As people consume more video content online, brands should increasingly be looking to use video as a core part of their digital strategy. Online video is a very diverse media that can be used to build brand awareness, to bring traffic to a website, as an educational tool to demonstrate a product or service, as a customer service channel, or as a a way to attract a completely new online audience.”

Suttons Seeds is an excellent example of how a brand can use YouTube as a customer service channel. Their online video ‘how to….’ guides are an invaluable resource for their customers and also allows the company to reach a completely new audience.

You can see Suttons TV Channel, or find out more about Skylark Media Group, the Bristol video production company that made them.

It’s all in the preparation

You know what it’s like – bullet pointed tips, page-upon-page of text, explanations of how to do this and why you shouldn’t do that, how to stand, what to say and things you must include. Before you know it, you feel even more anxious then before you researched: “How to prepare for a presentation.” Your eyes start to glaze-over, concentration slipping away…How to prepare for a presentation

Common phobia

Skylark specialise in making training video for businesses from the smallest of firms to national government bodies. The company knows that giving a presentation to work colleagues is a common phobia in the work place and wanted to help.

“Many people worry about this topic in the run-up and look to the internet for advice. So we thought, a video that was short, snappy and a little bit tongue-in-cheek would be a breath of fresh air compared to what is available on the web at the moment,” explained Skylark director, Jo Haywood.

The video has been created as an online resource and also a tool for trainers to use when advising on corporate presentations. “A training manager is welcome to play our video as a visual aid. A short film is an extremely effective tool for keeping your delegates alert.”  Jo explained. “The video is also a good excuse for employees and managers alike to take a break and have a bit of fun!”

By producing this light-hearted piece, Skylark hopes to provide some much needed relief and guidance in an area where confusion and stress seem to reign.

Skylark has continued to illustrate how effective a video can be for business training, whether it’s recruiting new staff or re-training current employees. The video was also a way of showing how complicated tasks can be broken down into digestible bites, and how effective learning through video can be.

Using a video to illustrate a particular business aspect can be an effective tool for different types of learners as video simplifies complex subjects and the retention of information from video is 6x greater than when information is delivery orally only.

Concept of the video

“We decided on a dream-like landscape and to have the main character living in the dream, but the voices that you hear are coming from the conference room, back in the real world. He has fallen asleep in the conference room.”

Skipping through fields, playing in a park and eating ice-cream, things most of us would rather be doing than presenting to a room full of people, and these are the things we see the main character dreaming about, all the while we hear advice and pointers on how he should have prepared for his presentation. These tips are echoing to the character from the conference room.

“A lot of people will be able to relate to the film, and hopefully it will help them to see that they are not alone in being nervous about presenting,” continued Jo.

This will be the first in a series of how-to videos aimed at giving advice and direction for business training. Follow Skylark on Twitter and You Tube for more in the series.

How to…. Video Guides

What are your customers searching for?
What do they need to know?
What advice can you give?

If you want to get to the top of Google’s first page there is no better way than a video, entitled with your key search terms.

Have a play, go to Google and type in what your customers will.
‘How do I grow potatoes?’,
‘How do I fit fascia boards?’,
‘How do I find a good solicitor?’

Because of Google’s relationship with You Tube a video with these titles will rank higher than either images or text. Video is a powerful SEO tool.

Your customers come to you because you offer them a solution to their problems. So make it easy for them to find you.

Skylark Media
has recently produced eleven ‘How to…’ guides for Suttons Seeds. Armed with these stunning new films, Suttons have taken strategic advantage and jumped above their competitors online. They have also launched their own TV channel on You Tube and are also including links to the videos in all their email signatures.

To find out how you can be the solution to your customers problems, contact Jo Haywood at Skylark Media Group.