Here, your main goal will likely be to attract new customers who are in the first stage of product research. You’ll want to show off not only the beauty of your product, but its utility and necessity. You’ll also want to highlight what makes your product better than the rest — since these new visitors are still doing research, you’ll want to make sure your product video sets you apart from  your competition.
Sixty-five percent of business decision-makers visit a marketer’s website after viewing a branded video. It’s clear that quality and relevant video marketing content can dramatically improve your site’s SEO by driving people to your homepage. Additionally, video can enhance your conversion rates: HubSpot reports that 39% of business decision-makers contact a vendor after viewing a branded video.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[38] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

After that, you need to make a choice about how to construct an online presence that helps you achieve that goal. Maybe you need to set up an e-commerce site. If you’re interested in publishing content to drive awareness and subscribers, look into setting up a blog. A simple website or landing page with a lead capture form can help you start developing your brand and generating traffic. A basic analytics platform (like Google Analytics, which is free) can help you start to measure how you are tracking towards your initial goal.


Internet marketing is not a singular approach to raising interest and awareness in a product. Because of the vast number of platforms the Internet creates, the field encompasses several disciplines. It involves everything from email, to Search Engine Optimization (SEO), to website design, and much more to reach an ever-evolving, ever-growing audience. (See also Web Marketing)

Google recommends that all websites use https:// when possible. The hostname is where your website is hosted, commonly using the same domain name that you'd use for email. Google differentiates between the "www" and "non-www" version (for example, "www.example.com" or just "example.com"). When adding your website to Search Console, we recommend adding both http:// and https:// versions, as well as the "www" and "non-www" versions.

Web designers are code-writers and graphics experts that are responsible for developing and implementing the online image of the product. This role involves creating not only the look of websites and applications, but engineering the user experience. A web designer should always pay attention to how easy the materials are to read and use, ensuring smooth interactions for the customer and making sure the form of the materials serve the function of the campaign.

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March 16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[68][69]


Email marketing is the practice of nurturing leads and driving sales through email communications with your customers. Like social media, the goal is to remind users that you’re here and your product is waiting. Unlike social media, however, you can be a lot more aggressive with your sales techniques, as people expect that email marketing will contain offers, product announcements and calls to action.
Watch time and view-through rate are two of the most important metrics to measure engagement. These are the most absolute numbers that’ll give you an idea of how engaging your content is. Less absolute numbers include lifts in favorability and brand interest. You can also use things like comments and shares to measure engagement when you post your video on social media.
Two more terms people use for keywords are LSI keywords or semantic keywords. LSI stands for latent semantic indexing, which is a kind of smart word association search engines use to figure out what to show searchers. This can help search engines decide whether to show results for the movie or the ship when a searcher looks for information on “Titanic”.

Hi, thanks for a great blog. In our office we have a debate going on about whether all of this video hype that we’re experiencing from basically everywhere today is really just, well, a hype.. In line with more and more companies using video marketing, text as we know it might fade out, pictures as we know them might fade out, but if everybody starts using video, what will then happen? Today, video is commonly seen as a way to stand out and capture users’ attention, but what if every brand start publishing video solely? Will we still want to see as much video? Will we need to capture the viewers’ attention in 2 seconds instead of 10? What do you think it requires for companies to succeed with videos and stay on top if everybody else is doing the same?


You could have the best content in the world, the most amazing audience and even traffic coming from all kinds of places like social media and referrals. But if the search engines can’t properly access, crawl and index your site none of that matters for SEO. That is why in this section you’re going to learn how to look at your website from the search engine’s point of view. You’re going to be able to do a full crawl of your own site, handle migrations, redesigns and much more.
Paid channel marketing is something you’ve probably come across in some form or another. Other names for this topic include Search Engine Marketing (SEM), online advertising, or pay-per-click (PPC) marketing. Very often, marketers use these terms interchangeably to describe the same concept — traffic purchased through online ads. Marketers frequently shy away from this technique because it costs money. This perspective will put you at a significant disadvantage. It’s not uncommon for companies to run PPC campaigns with uncapped budgets. Why? Because you should be generating an ROI anyway. This chapter walks through the basics of how.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
Whether you’re looking for more impressions, more views, increased conversion rates, increased engagement, better rankings, better brand awareness, recognition, and recall—or you just want your online viewers to get to know your company from a different perspective—getting video marketing services from a reputable video marketing agency is a smart bet.
Sharpe, who's presently running a company called Legendary Marketer, teaching you how to duplicate his results, is a prime example. By understanding how Sharpe has constructed his value chain, positioned his offerings and built out his multi-modality sales funnels, you'll better get a larger grasp on things. As confusing as it sounds at the outset, all you need to do is start buying up products in your niche so that you can replicate their success.
Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social media platforms.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized, but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.
What is ​search engine optimization, then? It's not secrets or tricks — just ranking methodologies to follow in order to help a site that offers value to users beat the competition in search results. Today, you must be committed not just to optimizing your domain, but also to making it a quality site that attracts links naturally and is worthy of ranking.
8. Technical SEO. Technical SEO is one of the most intimidating portions of the SEO knowledge base, but it’s an essential one. Don’t let the name scare you; the most technical elements of SEO can be learned even if you don’t have any programming or website development experience. For example, you can easily learn how to update and replace your site’s robots.txt file, and with the help of an online template, you should be able to put together your sitemap efficiently.

After you’ve determined the type of music you need, it’s time to start analyzing potential songs. Consider the song’s pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you’re looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[48] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[49]


Conduct searches using what you consider to be your most popular keywords. Judge the relevance based on your competition. If that search pulls up competitors and products that offer what you offer, then you may try to get a larger share of that market. If the search terms don't bring up similar products, change your terms to try to find more specific words that will be more profitable.
Over the last 15 years, TopSpot has grown into the largest independent search marketing agency in Houston, Texas due to our passion for helping our clients grow. We understand that your website is often the face of your company and should make you look your best. We create digital strategies that help you reach your business goals & showcase who you really are. SEO, PPC, web design & development and analytics solutions are services we provide, but that's only the beginning. 

Page and Brin founded Google in 1998.[22] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[23] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[24]

By now, you've likely seen all the "gurus" in your Facebook feed. Some of them are more popular than others. What you'll notice is that the ads you see that have the highest views and engagement are normally the most successful. Use a site like Similar Web to study those ads and see what they're doing. Join their lists and embed yourself in their funnels. That's an important part of the process so that you can replicate and reverse engineer what the most successful marketers are doing.


Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social media platforms.
And always shop around Extended ArticleHow Much Does It Cost to Produce a Video?Video is probably the most compelling way to tell your company’s brand story. But video shoots are difficult and time consuming to organize, and… Read More — not just literally, but figuratively. Ask industry experts how much they charge for certain services (scripting, sound editing, social media distribution, etc.) and how much you might expect to pay if you hired a freelancer or full-time employee instead. Most agencies are more than happy to give you any information you might want, or guide you to others who can better help.
The growing capability of the internet and its role as primary media consumption tool has compelled companies to consider video content as an element of their integrated web marketing campaigns. Consumers spend 5.5 hours watching videos every day on average, and about 20 percent of that time is spent on digital content. Video marketing helps businesses appeal to the growing demographic of internet users who watch video clips on the web.
For instance, the Pew Internet & American Life Project has demographic data that suggests individuals between the ages of 18 and 33 are the most likely to use mobile Internet technology like smartphones and tablets, while the “Gen-X” demographic of individuals who are in their 30’s and 40’s are far more likely to seek out information through their laptop and desktop computers.(See also Targeted Marketing)
SEO.com is a certified Google Partner, which means the search engine has certified our knowledge and experience of Google applications and tools. In addition, we have access to specialized Google training and products, and a dedicated Google representative. Whether you are in ecommerce, technology, retail, dentistry, or B2B, you will benefit working with SEO.com.

Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.
Before launching any marketing campaign, it’s important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It’s crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.
As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10 second scenario might consist of six or more different b-roll clips.

You’ve launched an amazing product or service. Now what? Now, you need to get the word out. When done well, good PR can be much more effective and less expensive than advertising. Regardless of whether you want to hire a fancy agency or awesome consultant, make sure that you know what you’re doing and what types of ROI to expect. Relationships are the heart and soul of PR. This chapter will teach you how to ignore the noise and focus on substantive, measurable results.


Your viewer is now an actual customer! Your goal here revolves around keeping them interested in your brand for future purchases or added value. Any video that delights is a success — and the longer they watch, the more likely it is they’re delighted. The tone of your video here will matter greatly. Chances are a long, boring educational video won’t delight your customers as much as a funny, short, social media video will. Keep this in mind when reviewing your data: The view-through rate of a 15-second video will likely be much higher than that of a two-minute video.
Try sparking your audience’s curiosity by asking questions and using teasers to hook their attention right away. Your video should immediately convey its value and answer that “why should I watch it?” question that will be on your audience’s mind. Should they watch it because it will make them laugh, because it will inspire them to act or because it will teach them something new?
There are endless platforms for video marketing. YouTube, broadcast television, video boards and street marketing, you name it. The possibilities are endless. With a smartphone, consumers can access online video anytime, anywhere. The same is not true with traditional, paper marketing. With video, you can reach your audience wherever they are in a cost-effective way.

Many marketers like to compare organic SEO to public relations or “earned media” because there is no guarantee of success, making the ROI on earned media (including SEO) a challenge to predict and sometimes a challenge to measure. In both SEO and PR, marketers have the option of hiring internal staff, bringing in consultants, or using an outside agency. The same options apply for paid search marketing.


For content to stand out, businesses must differentiate their material from other companies, especially competitors. Some methods that have worked are innovative series that develop fictional characters or storylines centered around a specific product. Other campaigns serve essentially as commercials for a business, such as Red Bull’s campaign that features extreme sports athletes, or serve as how-to’s that establish thought leadership.
Over the last 15 years, TopSpot has grown into the largest independent search marketing agency in Houston, Texas due to our passion for helping our clients grow. We understand that your website is often the face of your company and should make you look your best. We create digital strategies that help you reach your business goals & showcase who you really are. SEO, PPC, web design & development and analytics solutions are services we provide, but that's only the beginning. 
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data driven, so you’ll want to monitor various metrics and track customer engagement.
People are searching for any manner of things directly related to your business. Beyond that, your prospects are also searching for all kinds of things that are only loosely related to your business. These represent even more opportunities to connect with those folks and help answer their questions, solve their problems, and become a trusted resource for them.
Ideally, you’ll use all three distribution methods. You know your audience and hopefully you know how they’ll respond to your video. Focus on the distribution method that’ll give you the biggest return. If you’re in the film industry, focusing more on paid distribution might be your best bet. If you’re in the field of cancer research, earned media might be the way to go. Are you an entrepreneur that just launched your own startup? Spread word via your owned channels. It all really depends, so do a little research and see what fits your situation best.
Don’t neglect your website when it comes to publishing your video. Use it on any page that’s relevant. If you’ve got a product video, for instance, you’ll want to embed the video on your homepage, as well as your product or ecommerce pages. If you publish a blog post about your product, include the video! If you’ve got an FAQ page with questions about your product, include the video there, too!

Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.

6. Measurement and analysis. You won’t get far in SEO unless you know how to measure your results, interpret those results, and use your analysis to make meaningful changes to your approach. The best tool for the job is still Google Analytics, especially if you’re new to the game. Spend some time experimenting with different metrics and reports, and read up on Analytics knowledge base articles. There’s a deep world to dive into.
Being a leading data-driven agency, we are passionate about the use of data for designing the ideal marketing mix for each client and then of course optimization towards specific ROI metrics. Online marketing with its promise of total measurement and complete transparency has grown at a fast clip over the years. With the numerous advertising channels available online and offline it makes attributing success to the correct campaigns very difficult. Data science is the core of every campaign we build and every goal we collectively set with clients.
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