Video Marketing: An Optimization Case Study
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For smaller businesses targeting local markets, organic search engine visibility is more important than ever before. While traditional SEO strategies still provide the foundation for a successful campaign, Google has begun indexing multimedia into search results, and this provides another avenue to achieving strong highly targeted rankings. When done correctly, a video press release campaign can create this additional exposure, generating both short-term results and big-picture staying power that opens up doors to expanded search engine optimization.
Forward Push’s client was a pediatric dentist in the San Francisco Bay Area. Because of the dentist’s target demographic, an important part of messaging focused on the idea of being kid-friendly. Ideally, the dentist wanted parents to feel like his office was the type of place that their kids didn’t mind visiting or even enjoyed rather than feared.
Traditional website messaging and SEO gave a starting point to the office’s search engine presence. However, more targeted results were desired, in addition to new ideas for memorable messaging that worked towards the parent/child target.
The Solution: Video Press Releases
Forward Push presented the idea of video press releases as a solution to achieve all of the dentist’s goals. Because Google indexes videos with a thumbnail, this immediately allowed the dentist to project a visual image to represent itself. Videos themselves could be optimized for both press releases and their long-term home on YouTube with a proper title, description, meta tags, and keywords. In addition, for the dentist’s target audience (parents looking to make a decision in their local area), videos had a greater appeal than text releases — they instantly conveyed an visual/audio identity that demonstrated the core of the message, one that could also gain traction to friends and family via social networks.
The dentist’s office loved the idea and saw the logic of using video press releases to fulfill all of their needs. Forward Push ultimately went with a package that produced two client introduction videos, created an SEO-friendly YouTube channel, added the videos to the client’s existing website, and issued two video press releases featuring the productions.
Forward Push produced two videos for the dentist’s office, both of which were distributed as video press releases in addition to being uploaded to YouTube on the office’s new YouTube channel. For each video, the initial distribution reached approximately 3,000 U.S. newspapers and 1,500 magazines; they also were indexed by Google, Bing, Yahoo, Ask, and AOL/Newswires including EIN World News, Google News, Topix, and more than 350 premium news partner websites and opt-in journalist subscriber lists.
The first video press release was distributed on April 25, 2013. Within a week, the release generated 22,317 impressions with a conversion of 358 press release views and 102 email forwards. The video itself found life on YouTube with steady week-by-week increases, demonstrating the staying power of utilizing best SEO practices on YouTube elements — at the end of six weeks, total YouTube viewership numbers increased by 300% from the week of the actual press release (which accounted for a completely separate viewer total).
The second video was distributed on June 4, 2013 through the exact same channels as the first video. On its first day, the video press release was the lead story on the EIN News Desk’s Dental category, and the one-week results were significantly higher than the first video: 47,530 impressions with a conversion of 517 press release views and 128 email forwards. Independent YouTube views also outpaced the first video, with first-week views nearly tripling the first video’s totals.
For targeted keywords, both videos continue to rank within the top three results for both YouTube and Google placement. In short, the use of two video press releases achieved a significant and successful presence for the dentist’s office and his targeted local market.
Today, the video press releases continue to garner further views via YouTube and Google search engine rankings, all of which have led to increased inquiries and customer conversion. Both videos have shown a far-reaching footprint, as the client found out himself within two days of the first video press release’s distribution: “I am now President Elect of the California Society of Pediatric Dentistry and this weekend I had a conversation with the President Elect of the American Academy of Pediatric Dentistry. I was a bit surprised when he said that he had the pleasure of meeting me in cyberspace and included a link to the press release.”
With strong first-week numbers, effective press release conversion rates, and long-term visibility generated via YouTube, it’s clear that Forward Push’s strategy delivered on all of the key criteria requested by the dentist’s office. Perhaps more importantly, more children in the San Francisco Bay Area have finally found a dentist’s office worth visiting.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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