Let’s say you just bought the Sony PXW-X70 Professional XDCAM Compact Camcorder and are stoked about the high quality videos you will be capable of producing. You know this will result in crystal clear productions for your clients and an improved portfolio for your website.
There is one issue though. After you purchased the camera, lighting and microphones, you have shelled out close to $5,000 and don’t have a way of generating new business aside from referrals and past clients. It is the equivalent to writing an amazing novel but not having an audience to read it.
Raise your hand (or click your mouse) if you have been in this predicament? Don’t worry, I’m going to teach you how to generate more video leads with an unforgettable landing page strategy that can take your video production business to the next level.
According to Brafton.com, 89 percent of consumers use search engines for purchase decisions. To put this in layman's terms, if someone is looking for a video production company, they will likely start the search on Google.
There are several ways that you can appear towards the top of Google. One is through search engine optimization, or the process of affecting the visibility of a website or a web page in a search engine's unpaid results.
Let’s take Hand Crank Films in Seattle as an example (see above). They do a killer job with their SEO so they appear in the top organic position on Google when people type in “video production company in Seattle.” This means that they don’t have to pay a dime when someone clicks to their website. It is all organic efforts that is driving traffic.
Appearing high on the organic search results can take a long time and requires an in-depth strategy. This is beneficial for a long term strategy. What I’m about to to teach you with the landing page strategy can be implemented within 24-hours and greatly impact your bottom line!
Above the organic results on Google are paid advertisements. You can bid for keywords like “Video Production Seattle” and instantly be ranked in the top three results on Google. When someone clicks on your advertisement, they will be driven to your website. This is called Google Adwords and is fairly simple to set-up.
After someone clicks on your advertisement, most people make the mistake of sending the user to the homepage of their website. According to Marketing Sherpa, 44% of clicks for B2B companies are directed to a home page, not a landing page. To take this a step further, only about 22% of businesses are satisfied with their conversion rates.
How can you improve the conversion rate from a paid advertisement? Send the user to a customized landing page!
There are great solutions for non-developers by utilizing paid services like Unbounce and LeadPages where you can create a landing page in a couple of hours.
Below, you will see a landing page that I created in 3-hours specifically targeting the “Corporate Video Production” keywords throughout all of Ohio. Implementing this landing page strategy increased the amount of video leads for my company by 34%!
**3 Top Benefits of a Landing Page for Video Production Services: **
- Even if you have a local presence, your landing page can be targeted to a larger area (like all of Ohio in my case) which can result in more business
- You can proudly show off your best videos right next to the contact form where people will be promoted to enter their information
- You can test different messaging to see what resonates best with the user to increase your conversion rate
Not only can you generate more leads for your production company, by implementing videos on a landing page for a client, you can greatly increase their conversion rate percentage. We have seen an attorney, Denmon & Denmon in Tampa, generate more leads after incorporating a video on his landing page. The same holds true for a national printing company, NUTIS Press.
Don’t be like the talented author who created a great book that nobody read. Implement a landing page that will drive more business for your production business! You will make a return on investment from that new camera you bought in no time!
Jason Parks, the contributor of this article, is the owner of The Media Captain, a digital video production and online marketing company.
image courtesy of Google & Adobe
