Saturday, January 16, 2010

Marketing with Video Pt VII Landing Pages and Micro Sites + SEO

Landing pages and Micro Sites -

It's about Search Engine Optimization...

Video is pushing traditional words and images to the side in many websites. Landing pages and microsites are no different. When they have video, they work better.

Landing pages are specifically designed to score high on search engines by focusing on a single search term to attract visitors interested in that topic. They can also work by utilizing the popularity of your clients.

Dean Group Media used this technique to build a landing page for its trade show presentation and video production services and featuring its client, Cooper Power Systems. We also show off our talent on other landing pages, such as our landing page featuring work done for the Wisconsin Academy of Family Physicians.

Landing pages are great tools for increasing the draw of your website through search engine optimization. And, they hold viewers longer when they have video.

Microsites can also be enormously successful. Note the microsite for the Patient Centered Medical Home concept and part of the website of the Wisconsin Academy of Family Physicians. The idea for their micro site was concepted by The Dean Group, and features two videos by Dean Group Media. Unlike the Academy's main site, the microsite deals with just one topic. And guess what? It's become one of the most popular sites in the nation for physicians and patients wanting to learn more about medical homes. The reason? Content. The site provides useful information and offers clear, compelling videos explaining medical homes.

Not every site needs a micro site. But they can be extraordinarily useful whenever you have a topic that needs its own special focus and is not quite ready to break out into its own website.

Remember, the key to success with microsites and landing pages is good search engine optimization and viewer-retaining content. Visitors will find your page if it has good SEO and good content - especially video - will hold onto them.

Dennis Dean is an Emmy-winning producer, communications consultant and Managing Partner for Dean Group Media. Email him at

Tuesday, January 12, 2010

Marketing with Video Pt VI Other Ways... too numerous...

Other Uses of Video

Too many to categorize...

Recruitment Videos – Use video of your own employees to find other employees. They’ll relate best to the new recruits you’re searching for. Videos with company employees should highlight corporate culture and promote the direction of the company.

Video Blog (VLOG) As long as you’re blogging, turn on a camera! The VLOG can include what your printed diatribe can’t: emotion and personality. But don’t just use video – post a text version as well to take advantage of tags and search engine optimization.

In Store Video - Video works in stores as well online. Product promotions and how-it-works videos, played next to the products they promote, increase sales.

Company Lobby / Waiting Room Video – Tell visitors what you do on an impressive HD display – in your lobby or reception area. First impressions are lasting – so jumpstart your chances as soon as your guests walk in the door.

Mobile Video – It’s here and it’s going to get nothing but bigger. Watch for short 10-20 second messages that will be highly targeted and extremely effective. Look for mobile video to be the biggest category outside of broadcast. Coming soon to a phone near you.

Market research, focus groups and polling - Marketing companies are using video to record interviews with customers and target demographics. They not only get the survey data, they pick up the emotional likes and dislikes as well. The information these videos reveal can be invaluable.

Website FAQ Video - Use a video to take folks through the basics in an FAQ format. Simplicity, clarity, brevity are key, along with suitable visual support materials. A list of FAQ’s answered by a company expert is an example of such a video.

Video White Paper – These can be valuable when well done. Someone reading his/her paper on camera isn’t well done. The video should be as interesting as a good marketing video. After all, you are selling something, aren’t you? Information?

Video Magazine – You can deliver serialized content to customers and others via video. You must do it on a regular basis, with information the customer wants and is willing to view through a subscription service.

Dennis Dean is an Emmy-winning video producer, communications consultant and Managing Partner of Dean Group Media. Email him at

Sunday, January 10, 2010

Marketing with Video Pt V PR Support, Community Relations

PR Support and Community Relations

Nothing promotes a cause better than video!

Video News Releases (VNRs) – News releases can be pretty dry. Stock your news release room with video and you’ll tell a far more compelling story. Use video to support important company announcements – and start focusing on the customer, not the company.

PR Support Materials - Successful PR practitioners make it easy for networks, bloggers, reporters, trade pubs and others to promote their industry by providing video of company and industry-related b-roll, cover video and sound bites. Offer the video that will make their stories more interesting and they’ll be more likely to use.

Community Relations Video – If you’re a responsible corporate citizen, show it off. Capture your efforts on video for the world to see. If you don’t toot your own horn – who will? Blend coverage of your efforts and your not-for-profit partner dedicated to an issue (charity, agency, etc.) and you substantially increase the odds of your video being used.

Event Presentation video – Events are a great opportunity for picking up video of your corporate execs, sales leaders and product experts in action. Presentations based on these events are useful and valuable for internal and external audiences.

Round Tables - Put your best customers and other industry experts around a table and let them talk – about industry trends, issues and the future of your industry. It’s highly valuable content and, again, beneficial to internal and external audiences.

Q&A Expert sessions. Trade shows and other industry events present great opportunities for flattering industry experts with offers to interview them. Informal question and answer sessions on topics of concern to your customers will present high caliber video that draws viewers and prospects.

Dennis Dean is an Emmy-winning video expert, communications consultant and Managing Partner of Dean Group Media. Email him at