Tech Company goes from Unknown
to Top Search Results with Creative
Video Campaign
Tech Company goes from Unknown to Top Search Results with Creative Video Campaign
Client: Altrinsic Solutions
Case Synopsis
Altrinsic Solutions developed software that assisted with hardware disk imaging, operating system deployment, and driver management. They needed more awareness of their product, Deploy Expert (DX). Six Degrees Digital Media was brought in to develop a campaign to create product and brand awareness to target IT Directors and Managers across the globe.
The goal was to drive as many leads as possible to the website in order to get visitors to book a demo with the company. This was effectively done by creating a series of videos that were ranked on page one of Google and YouTube search results.
65% of executives have navigated to a vendor’s site and 39% have called a vendor after watching a marketing video. (Forbes)
Case Synopsis
Altrinsic Solutions need to quickly generate leads for the new version, DX, of their flagship software that assisted with migration and driver management. Their new version integrated with a different enterprise platform and they did not have any leads, a reseller base, or connections in this new market. Outbound marketing was not going to be as effective as they would not be able to reach as many people to generate enough leads in a timely manner. Development costs were high and they needed to recoup their investment as well as have more funds to continue final development.
Six Degrees Digital Media discovered dozens of keyword phrases, with significant monthly search volume, that directly mapped to what DX solved. These were the terms their target market was using to find solutions.
To gain brand and product visibility, a marketing campaign was implemented to create videos that included these keyword phrases. Videos were ranked in Google and YouTube which generated tens of thousands of views and drove substantial traffic to the website and encouraged visitors to sign up for a demo.
“How-to” searches on YouTube are growing 70% year over year. (Search Engine Island)
Case Synopsis
Altrinsic Solutions need to quickly generate leads for the new version, DX, of their flagship software that assisted with migration and driver management. Their new version integrated with a different enterprise platform and they did not have any leads, a reseller base, or connections in this new market. Outbound marketing was not going to be as effective as they would not be able to reach as many people to generate enough leads in a timely manner. Development costs were high and they needed to recoup their investment as well as have more funds to continue final development.
Six Degrees Digital Media discovered dozens of keyword phrases, with significant monthly search volume, that directly mapped to what DX solved. These were the terms their target market was using to find solutions.
To gain brand and product visibility, a marketing campaign was implemented to create videos that included these keyword phrases. Videos were ranked in Google and YouTube which generated tens of thousands of views and drove substantial traffic to the website and encouraged visitors to sign up for a demo.
“How-to” searches on YouTube are growing 70% year over year. (Search Engine Island)
Background
Altrinsic Solutions had some early success with their Hardware Independent Imaging Solution (HIIS) software that integrated with the Altiris platform. After Altiris was purchased by another company, sales declined due to a competing product that was free that the other company offered to its customers. While Altrinsic’s product was superior, it’s difficult to compete with “free”, especially when the free product still offered some benefits.
In order to expand their potential customer base, Altrinsic moved forward with developing their software to integrate with a different platform, Microsoft’s SCCM.
Problem
Altrinsic had no brand or product awareness in this market as they did with the previous version of their product. They did have a demo to show how the software worked. However, the only digital presence they had was their website with a 45-minute recorded demo.
It’s difficult to get someone to commit to watching a lengthy presentation, especially if they didn’t sign up for it ahead of time. Additionally, there was no traffic generation system in place to get people to the website.
Live webinars generally have a 20-30% attendance rate of those who do sign up. Another 10% will typically watch a recording. However, there is a little chance that cold traffic coming to your website will sit through a 45-minute recorded presentation if they aren’t primed to do so.
This demo, in essence, was serving as a welcome video on the website. This was simply too long. Studies show that a two-minute video is the maximum length fo a website video before you lose a higher percentage of viewers.
33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
Altrinsic needed to use shorter videos that piqued curiosity first
and then encourage visitors to sign up for a live demo.
Altrinsic needed to use shorter videos that piqued curiosity first and then encourage visitors to sign up for a live demo.
Solution
DX worked in four basic phases. Each phase solved a specific problem. Short videos of one to two minutes were created. Each video was scripted around specific keywords that searchers were using in Google and YouTube to solve their specific problem. Such as:
- OS Deployment and related phrases
- Driver Management and related phrases
- Migration Tools and related phrases
- Disk Imaging and related phrases
And more
These videos were further optimized in order to rank in YouTube and Google search results.
Altrinsic enjoyed tens of thousands of views, traffic to their website and were able to book live demos.
“Having tried numerous marketing strategies, venue’s and companies, we can unequivocally say that Six Degrees Digital Media has -by-far -been our highest return on investment for marketing spend. Angela and her team work with amazing energy, strategy, creativity and focus. The results have been that other marketing companies talk a good line, but Six Degrees has actually delivered –and that is all I need to know when choosing where our limited marketing budgetary dollars go.”
– Stephen Holcomb –
President, Altrinsic Solutions
Why use videos in your marketing efforts? Consider this:
- 59% of senior executives favor video over text. (Digital Information World)
- 69% of people have been convinced to buy a piece of software or application by watching a video.(Hubspot)
- Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)
These videos were further optimized in order to rank in YouTube and Google search results.
Altrinsic enjoyed tens of thousands of views, traffic to their website and were able to book live demos.
