How to Promote Your Website for Maximum Effectiveness
Russ Jolly and Brian Gunn, PixelPops Design, LLC
Seminar Description: Your website is up and running, but how do you drive more traffic to it? With so many competing sites today, how do you get yours seen by the right client base? Don't get stuck waiting for Google. There are thousands of effective ways to promote your website. And you've got to promote it if you want to increase your business because more clients than ever are using the web to find their videographer. Russ Jolly and Brian Gunn, PixelPops co-owners, show you how to take charge of your Internet promotion via print, voice, email, relationships, electronic media, online directories and more.

INTRO
This is the third in a series of web-related seminars we've presented for videographers. Our first web seminar in 2002 covered how to build a website that books more clients and offered ideas for designing an impressive site and creating strong content. Our seminar in 2003 was titled "Dynamite Demos on the Web" and taught several approaches for creating streaming video clips that help effectively market your video production company. Today we're going to present ideas for promoting your website beyond the scope of search engines

Clearly a website can be one of your best marketing tools – especially a creatively designed site with outstanding streaming video clips. One of the questions we've been asked over the past year is "How can I get more traffic to my website?" There have been some major shake-ups in the search engine industry over the past year – which we'll discuss momentarily – so what we want to do in this seminar is teach you several approaches for taking control of promoting your website that don't rely on the whims and question marks of the search engine industry. These are grassroots, common sense approaches to fully promoting your website.

OVERVIEW
Here's what we're going to cover:
Off-line Promotion Strategies: Website promotion that does NOT involve the Internet
Online Promotion Strategies: Website promotion that DOES involve the Internet

Myths & misconceptions about getting traffic to your website.

Myth #1 – If you build it, they will come:
You put a great amount of work into creating your site from the beautiful design, to the rich content, to the streaming video demos. Finally you've reached the day for the Grand Opening – you cut the ribbon and say, "Where is everyone?"

You must get the word out about your site

ANALOGY: What if you designed a postcard mailer & never mailed it? You've got to put that postcard in the mail for it to work... And you've got to be proactive in getting your website URL out to the public.

Myth #2 – The only way people will ever find my site is through Google
Incorrect – there are many effective ways to promote your website. Don't get caught in the "Google trap" thinking that search engines (and Google most specifically) is the ONLY way for your potential clients to reach your website.
In the Fall of 2003, Google made a major change in the process by which they calculate search engine results (SERPs). This algorithm change had a dramatically negative impact on SERPs for smaller, individually owned video production businesses.

Prior to the Google algorithm change, a logical search phrase for a local videographer listed many individually owned, locally-based video production companies in the top results. Following the algorithm change, the same search favored top rankings for "Directory Listings" such as Partypop.com, AllTimeFavorites.com, and WeDJ.com instead of individual video production companies. The vast majority of individually owned companies could not be found within the top 50-100 results. No recourse, no control over what changes Google makes.

Search engine optimization is an important component of web marketing, but it is NOT the only way to promote your website. You can drive a lot of traffic to your site without relying on search engines by promoting your URL through Off-line and Online Promotion Strategies.

Here are specific, common sense steps you can take to maximize your web promotion and take control of your website marketing on a grassroots basis:

Ya gotta have a gimmick:
Many companies rely on gimmicks to draw traffic to their websites, such as giveaways, teasers, freebies, games.

You don't need to create a gimmick – you already have something your potential clients want – your streaming video clips.

Your streaming video demo is the strongest "draw" possible for your video production website. This is what your customers want to see anyway. Video is the reason they want to find you and you can offer a video viewing 24 hours a day, 7 days a week.

So don't just say "Visit my website" in your promotions, but rather "See streaming video samples at www.mywebsite.com…"

Repeat, the greatest "draw" you can use is "See samples of my work at www.mywebsite.com…" Get in the habit of using this "draw" at every opportunity you can.

For those of you who DON'T have video on your website yet…get streaming video samples on your site and make use of this valuable asset NOW!

OFF-LINE PROMOTION STRATEGIES

Voicemail
Let's start in an area that I consistently find being overlooked as I call videographers on the telephone around the country. This is what I frequently hear:

[Example of outgoing voicemail message: "Thanks for calling Realgood Video Productions. I can't come to the phone right now because I'm editing. Leave a message… beeeep."]

Make the most of every contact with a potential client. Your answering machine's outgoing voicemail message is the perfect opportunity to mention your company website.

[Example of web promotion outgoing voicemail message: "Thanks for calling Blue Sky Media Group for your videography services. We're sorry we're unable to take your call right now but please leave a message and we'll return your call as soon as possible. If you'd like to see streaming video samples of our work right now, please visit our website at www.blueskymediagroup.com. … beeeep."]

It makes sense to mention your website – but it's a much better idea to tell callers they can see samples of your work online by saying "See samples of our work at www.mywebsite.com…"

For an even stronger message, add immediacy to the situation by saying "See samples of our work right now at www.mywebsite.com…" Potential clients who are calling are hot prospects. They want information right at the moment they are calling. Let them know that the best information you have to offer – your streaming video on your website – is available to them right at this moment!

Because remember…Your Demo is Your Strongest/Best Draw

Print
Get in the habit of printing your web address on anything and everything. Plaster your URL everywhere. Any place you list traditional contact information (phone/address) is a valid opportunity to list your URL as well.

Business Cards - You already print your web address on biz cards (don't you??)

Any place that you're printing your web URL is an opportunity to also mention streaming video samples. Give potential clients a reason to visit your site.

Ya gotta hand them out (Remember the unmailed postcard?)

Letterhead/Stationery - Include URL along with return address

Brochures

Post Cards

Price Lists

Contracts

Checks

Invoices

Credit Card Receipts

Advertising
Include your web address & give them a reason to visit. Any place that you include contact info is a good place to include your URL.

Print Ads - "Visit our website to see streaming video samples of our work"

Yellow Pages

Classified Ads - If you offer film transfer services genealogy magazines might be a good place for an inexpensive classified ad touting "Preserve Family Memories" and including "see streaming video examples of film transfers online at www…."

Packaging
Media Labels and Case Inserts
Most videographers already include company info and phone number on the product packaging we give our clients, so also include your URL.

Don't ever think you're "done" with a client just because video was delivered. Much easier & less costly to resell to existing customer than a new customer. Putting your URL on packaging makes it easier for your clients to find information about other video services you offer.

Example: We had a wedding video client that was looking for a production company for a corporate video. Client was interested to know if we did corporate video. He went to his wedding DVD, found our web address, visited our website, saw our corporate video samples, called and booked us for the job.

News
Articles - Create opportunity to author articles for print (magazines, newspapers) whenever possible.

Make sure your URL is included in byline, body of article, or closing credits. Don't assume that because it's in print that your web address won't matter. Include your URL at every opportunity.

Benefits of authoring articles: professional credibility, heightened awareness of your company's existence.

Newsletters

Press Releases

In-person
Elevator Speech
An elevator speech is the 15-20 second description of your company that you could deliver to a person in the time it takes to ride several floors in an elevator.

If you don't already have an elevator speech, write, rehearse and be prepared to comfortably work your elevator speech into any conversation.

Make sure that your web address is rehearsed into your elevator speech. "If you'd like to see an example of the work we do, you can see videos on our website at www.mywebsite.com..."

Networking
Local PVA: Make sure colleagues know you have a website. Referral/sub contract opportunities

Vendor associations

Chamber of Commerce

Any time you're telling someone what you do for a living, include your URL. Constantly look for opportunities to send people to your website.

Using Video CDs and Streaming Video
Interactive Video CDs are popular for advertising video production companies. Good for mail out samplers or handouts at shows. Look for interactive Video CD creation software that allows you to include a link back to your website from the interface of the CD.

We use Visual Composer Pro software as do many ivdeographers and we always include a link back to our website so that viewers can see more/different video samples and get additional or updated information about our production services.

Create a Video Library of streaming clips on your website. This can be beneficial in referral/relationship marketing with other vendors. Post videos that feature other vendors when you have the opportunity. (Especially true for catering directors at reception sites.) Consider creating pages on your site devoted to video clips highlighting specific vendors. These pages might be publicly accessible from other pages on your site or private links that the vendors can tell their clients about.

If you can create these relationships, vendor can send clients to your website to see examples (of your work & their facility).

Quick turnaround video highlights on your site (for friends, families, Knotties).

It's up to YOU to develop these relationships.

Logo
Consider including your URL in your logo design.

Other Visibility
License plate frame with URL (we've actually had inquiries because of this!)/auto signage.

Garments: shirts, caps, etc. with URL on them.

Equipment bags, ID with URL.

Storefront signage: put URL at eye level.

Giveaway items at tradeshow or studio, pens, trinkets with URL on them.

ONLINE PROMOTION

Email
Use a POP email account through your web server instead of AOL or Hotmail email addresses. POP accounts include your domain (name@yourwebsite.com) and advertise your website every time you send an email. (Whenever we see a POP email from an unfamiliar domain, we copy/paste the URL into our browser and visit the website.)

Always add a signature to every email that you send and include your web URL and a specific invitation to visit your website. "See samples of our videos online at www…"

Instructions for adding your signature to emails in Outlook Express can be found at: http://www.microsoft.com/windows/ie/using/howto/oe/personalize.mspx

If your paid advertising (such as magazine advertising) sends lead lists that include email addresses of potential clients consider using a service such as www.VerticalResponse.com for creating direct email campaign. Include your URL with specific invitation to "See streaming video samples of our work by visiting our website at www…"

Internet Directory Listings
As mentioned earlier, Directory Listings have claimed favorable rankings on many search engines. List your website with vendor directories that offer a link to your website.

Many online directories require registration of some sort.

Types of directory listings offered: free link, free link with reciprocal link back to directory (most common), paid listings (may be worthwhile if these directories have top rankings for logical search phrases in your market).

Some allow uploading an image to accompany your listing. Use your own graphic when you can to make the best impression.

Examples of online directories that list videographers:
partypop.com
socialgrid.com
alltimefavorites.com
wedj.com
eventlinker.com
videographer.com
101photographers.com
affairnet.com
weddinglinksgalore.com
weddingdetails.com
allwedding.com
americlicks.com
worldweb.com
allweddingcompanies.com
showevent.com
decidio.com
thepwg.com
bridalspace.com
weddingmanor.com
topweddingsites.com
bridalclicks.com
1800bride2b.com
wedding-world.com
theweddingzone.com
popularweddinglinks.com
weddingsolutions.com
onewed.com
wwwweddings.com
weddingplannerdirectory.com
brideandgroom.com
blueberryweddings.com
weddinggazette.com
theweddingzone.com
town-mall.net
respond.com

Also check for local online business directories – do a local search to find them. These are not "vendor specific" directories, but listings of all businesses in your geographical area. List your website in these directories as well.

Links
Ask for reciprocal link exchange with preferred vendors in your market.

Consider banner ads on sites that reach clients in specialized markets.

Create your own graphic (or text based) banner ad for local preferred vendor reciprocal links.

Communications/PR
Forums/Message Board/Discussion Groups/Chat – use a signature with URL in your postings.

Write and submit articles for websites that reach your target audience. Seek out opportunities to establish yourself as expert in the field. Always include link back to your site within your article. Example: Kris Malandruccolo.

Special offerings/draws – information giveaways. Advertise free information (of value to target audience) available on your site. "20 Tips for..." or "How to..." Make info available as page on your site or PDF. Advertise these teasers same as you would for "See samples of our streaming videos…"

REVIEW OF PREVIOUS SEMINARS:
As we mentioned before, this is the 3rd in a series of website seminars that we've done.

Before promoting your website, review a few tips from our previous seminar to make sure that:
A) You HAVE a great website, and
B) You've got great video on your website

2002 Seminar – Website Keys to Success
The 4 C's of creating a great first impression:
Clean – Have a design that is uncluttered, easy to navigate
Creative – Have a design that promotes you as an artistic, creative business
Credible – Have a design that exudes professionalism
Contemporary – Have a design that is modern, up-to-date

2003 Seminar – Dynamite Demos on the Web
Importance of having streaming video demos available on your site

Clients want to see your work

Quote "If they didn't have video on their site, I moved on to the next site".

Ideas for demos: Stand-alone Demo, Scripted Demo, Testimonial Demo, Demo from Existing Material

Notes & Links from 2003 Dynamite Demos seminar