In selling, the tendency has always been to push the ''Big Picture"..in particular in print, since advertising finances and space are generally limited, businessmen and women, tend to promote themselves as, 'attorneys, doctors, insurance agents, etc. But with Internet video, it is vital that you 'focus' your marketing efforts to emphacize your 'long tail' of services.
One of the advantages of the Internet for marketing, is its low cost. Even the smallest company can afford to put together a website, with pictures, testimonials, etc. They can list ALL of their products and services, not just the main ones that they have to list in printed material, due to cost considerations.
But that same advantage is also a major disadvantage. The size of the Internet means that your internet site is now competing with all of your competitors for only 10 slots on Google Page one. No matter how professional the web site, it still is merely one of 15 billion estimated web sites on the Internet today. How do people find it?
That's right..there are only 10 organic listings on each Google page. It is generally acknowledged, that if your business does not appear on Google's page 1,2,or, as some would say, 3, then your business organization does not exist. Not very many people will look past page 3. Chances are, they found what they were looking for on page 1 or 2 anyway.
For local search, your business MUST be on page 1 of Google.
What does his have to do with niches?
Do a Google search for 'attorneys' What are the results? My search shows 75 million returns. If your internet site is contrived to market your skills as an attorney, obviously, you're competing with every attorney listing in the country. Now, localize your search with your city. I'm in Akron, Ohio, so I'm going to type 'attorneys,akron,ohio. The results: 506,000. The odds are a little bit better, aren't they? But we can do better than that. Let's say you're focusing on 'Elder Law' what would the results be for 'akron ohio elder law attorney: only 45,000 returns!
This is how you focus your online video. Title it, and use keywords concerning to Elder Law, and you could DOMINATE that keyword phrase, , with MULTIPLE listings.
You need to be seen on the Internet. More and more people are searching Google, but few go beyond Page 1. You want to be on Page1 . By producing a short video about one of your lesser known services, you get seen by people searching for that service. Sure, maybe fewer people are searching for an attorney with Elder Law experience, but those who are looking for that skill will be more likely to find you in a pool of 45,000, rather than 500,000. And with only 45,000, an online video can easlly master that keyword, by having several listings on Page 1. Once people find your video, it of course refers them to your main website, and your business, where they can learn more about your company.
I like to think of the first page of Google, as a 'Monopoly' board. The strategy is to purchase properties before your opposition does. Google is no different. You have 10 organic listings...free listings. These are the most precious properties on the Internet today, because they represent the FIRST companies that an Internet user is going to see. Wouldn't you like your business to be there? I sure would...and I am on Page 1...numerous times. Because I submit VIDEOS, not websites.
Remember, that every slot you fill, is one LESS slot for your competition. All things being equal, the business listing that the client sees FIRST, is usually the one that gets the first call. So, like 'Monopoly', your strategy not only is to 'FILL' every slot on Google's page, but also, to 'DENY' that slot to your competitor. If the clients don't see them, the customers won't call them. If they see 2,4, or 6 of your links on Page 1, who do YOU think they'll call?
Fill up the niche slots. Most of your competitors are trying to 'optimize' their internet sites to the top. Let them fight it out. By the time they figure it out, you'll have all the niche slots filled.
Producing your video is not difficult. The essential thing to master is submitting it. I use Microsoft's Windows Movie Maker. It does what I need, and its FREE with XP and Vista. Once I create my video, I use Google Free Adwords Keyword Tool for keyword research. Then, using my favorite submission program, I submit the video to multiple video sites automatically.
Create several videos, using the same keywords, but slightly different themes, and your listings will multiply. Try it, you'll be amazed at the results.
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