Adobo Nation's Michelle Valeriano on Adding Video to Your Online Marketing Mix

by Gil Zeimer on October 31, 2011
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Michelle Valeriano has worn many hats over the course of her career. The former model and video jockey is now a video producer, a TV hostess, and the founder and CEO of marketing consultancy Ampliphi Media. She currently focuses on video production, taking advantage of her deep industry knowledge, passion for creative marketing, and ties to the Filipino community.

“Michi” strongly recommends that small businesses add videos to their online marketing mix. Yet many enterprises wonder what videos should offer, how long they should be, and how they affect search rankings. She addressed these and other questions during a recent conversation with the Intuit Small Business Blog.

ISBB: Why does a business need video on their website?

Valeriano: There are many reasons. According to eMarketer, 72 million Americans currently watch video online, and that number is expected to grow in the coming years. Video is fast replacing text as the content of choice online and some estimates say that by 2012 more than 80 percent of content online will be video.

As videos become more commonplace, your audience will judge your video quality in the same way they’ve been judging your site’s other content. A well-written, well-produced, professional video is the best investment you can make for branding your company online.

What types of videos do you produce for online clients? How much do the videos cost?

In the beginning, most of my clients were CEOs interested in the standard “About Us” videos that ran for two to four minutes on their websites. These videos would typically consist of an interview with B-roll footage of their company’s workers and services set to music, with some simple motion graphics. For a simple script and general production, these videos cost about $2,000.

Now clients are realizing that they can “serialize” their videos, refresh their content, and increase their SEO ranking and boost traffic. So, we’re producing a series of videos across a variety of topics and industries. Each series costs about $4,000 for five to six videos — because, with proper planning, we can capture much more video in the same time it takes to shoot one corporate video.

How do you promote your business?

I moved to the U.S. in 2003 and have been hosting Adobo Nation, a lifestyle and pop culture talk show about Filipino Americans, on the Filipino Channel every Sunday night. Being on TV definitely brings me a lot of visibility, and it also has helped me be a media coach for my clients, to help them perform better when they’re in front of the camera.

I’m also active in a Business Network International chapter for weekly networking, am a member of The Rotary Club of San Francisco, and have an interactive website at AmpliphiMedia.com with a new blog. And I use social media such as Twitter, Facebook, and LinkedIn.

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