While many businesses are spending their time worrying about getting on the top of Google, YouTube has been sneaking up to be the number 2 search engine knocking Yahoo to number 3.
From the New York Times:
And now YouTube, conceived as a video hosting and sharing site, has become a bona fide search tool. Searches on it in the United States recently edged out those on Yahoo, which had long been the No. 2 search engine, behind Google. Google, incidentally, owns YouTube. In November, Americans conducted nearly 2.8 billion searches on YouTube, about 200 million more than on Yahoo, according to comScore.
Some enterprising businesses have started creating video sales pitches that are a great way to build confidence in their expertise and knowledge about their products. Recently when looking for comparison sites for large format color laser printers, they came up top in Google search for both their site and their videos:
So fire up the video cameras and start building a YouTube channel for your business and integrate your video into your site.
WebsitetologyÂ is a seminar about using the web for successfully making new business connections. We teach how the web works, how search works, and how to use open source content management systems like WordPress, Joomla! and Drupal to help you make a successful home on the web.
Conventional advertising and branding is suffering from the effects of over-exposure and fragmentation. The key is to find a community and build relationships. This story of how a small winery employed social media to grow their business is a perfect example of what we teach:
Stormhoek was a tiny South African winery when the company began working with UK blogger Hugh MacLeod to develop a social media strategy. MacLeod started working with Stormhoek in May of 2005, and by the end of the year, the winery’s sales had doubled. Besides dipping its toes in the blogging waters, in 2005, Stormhoek also launched an interesting campaign where it gave away 100 free bottles of wine to 100 bloggers in the UK, Ireland, and France. The bloggers were under no obligation to write about the wine or Stormhoek, but many did both, and the company’s awareness among bloggers skyrocketed.
In 2006, Stormhoek expanded on the ‘give wine away to bloggers’ idea, by setting up ‘Geek Dinners’, where bloggers around the United States throw their own parties, with Stormhoek providing the wine for free. This idea just further raised Stormhoek’s presence in the blogosphere.
So what’s the end result from all this for Stormhoek? Hugh MacLeod, speaking at last year’s South by Southwest festival, stated that before Stormhoek started blogging and involving bloggers in its marketing efforts, that the winery sold around 40,000 cases of wine a year. When MacLeod spoke at SXSW in March of 2007, he stated that the company was at that point selling 40,000 cases of wine a WEEK.
Although we still believe in empowering clients to do their own blogging (who knows your business better than you) we can help get you started.
We try to keep tabs on those who have taken the Seminar- mostly by reading their feeds. Some really get it- and make it work for them.
Take the case of a copywriter who used to work for a local ad agency, but left for Charleston SC:
Honestly, I am not a salesman, so I am not the best resource. I only know what has worked for me. And â€œworkedâ€ is a subjective, relative term. See if this makes any senseâ€¦
Blogging has elevated me from number 60 (or so) on Google for â€œcopywriter+charleston+scâ€ to top-3 in six months. Correction: it took about a month to get there, where I have remained.
My blogâ€™s back pages contain my value statement, resume, references and writing samples. Itâ€™s all in one location, and easier to access than tearing open the envelope, reading my cover letter, popping in my CDROM, etc.
I like to think that my blog posts make some kind of impression. They give a glimpse of my personality (lucky you.) And they can be a kind of soft sell. For instance, rehashing some humorous incident that happened to me while producing an industrial video in Germany is a subtle way to remind you that I have produced internationallyâ€¦ if thatâ€™s your bag, baby.
Finally, most importantly, by the time a client calls or emails, he or she has read the value statement, resume, etc., and is very nearly sold. They are calling to â€œtalk about upcoming projects and look for the right fit.â€
Of course, his former employer, still has no clue about web 2.0. Their site has no search box, no RSS feed and makes noise when you land on it.
Too bad many of the people searching for them- end up on this page too: Agencies that aren’t The Next Wave. Learn the tricks of using the web to make up for your lack of sales skills, or to enhance the ones you have. Sign up for the seminar.