Guest Posts, Written Posts

Do You Use Video On Your Website? – a guest post by Sarah Greenough

2 Comments 21 July 2011

Today’s guest post is by Sarah Greenough.  She is the brilliant Sr. V.P., CMO for Princeton Properties and a great friend.

Here are two compelling reasons to start using video:

  •  More Exposure – by using a medium that your prospective residents desire.
  • Improved SEO – online video content aids to maximum visibility across search engines.

In a recent Yahoo!’s study, video viewers recalled seeing pre-, mid- and post-roll ads more often than any other display ad type. More than half (53%) of respondents to this study who recalled seeing some advertising remembered viewing these in-stream video ads.

Using video to advertise your apartment communities serves multiple purposes.  Firstly, considering that our prospective renters want to “see what it would be like” in their new home before signing a lease, video helps paint a visual picture for them.  The simplistic beauty behind the concept of using video is the basic fact that “people love video” and a video can give an intimate tour of an apartment community at any time of day – not merely when our Rental Office is open.  Optimistically, an apartment community that uses video in their advertising will receive more exposure to more potential renters vs. a competitor that does not use any video.  This is because the online consumer generally prefers viewing dynamic video and images over stagnant text.

A video tour will engage the audience.  As a result, a good video that is effectively tagged and labeled will end up being shared all over the Internet, thus it will end up being syndicated in ways that traditional advertising will not.  More eyes on your advertising!  Another benefit of using video is the positive SEO implications.  Apply SEO best practices to your videos when publishing online content to ensure maximum visibility across search engines and ultimately, your target customer.  There seems to be some clear advantages to utilizing video for search rankings; it should be added to your overall best practices strategy for website development as well as video producing & publishing.  It is all about the numbers.  MORE exposure = MORE renters.

  • Great post Sarah.  Can you touch on what you have done to effectively tag and label your videos to provide maximum exposure?  I love this post.  You and your team are great examples at your craft.

    • Video tagging/labeling is done similarly to meta tagging a website or word buying for PPC – you want to have word choices that are relevant to your business AND that people actually use in a search toolbar.  The video example that I used in this post highlights a video series that one of our Lowell based apartment communities produces.  What is so exceptional about this series, the leasing team interviews area businesses, highlights area attractions and generally promotes the benefits of living in the greater Lowell area.  With the diversity of subject matter within the video, I am able to tag/label with a much broader stroke – yet still maintain honesty with my word choices.  I can add tags having to do with living in Lowell, instead of merely living in our apartment community.  Because of this, others in the area have repurposed our content.  The Chamber of Commerce has even used some of our videos promoting Lowell.  More exposure!!  My recommendation is to paint as colorful of a picture as possible when tagging while maintaining the truth.  And thank you for the compliment to our team!  

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