Video. Not only is everyone in marketing discussing it, but online video is now the dominant medium for getting your message heard. The big brands and top agencies are there, and to be sure, your audience is too.
You may not be able to create a viral video, --please don't even try-- but you can still maximize the impact of a video, no matter if you're a brand marketer, B2B marketer, agency or anyone who wants to deliver a message.
I ran into Rob Ciampa, VP of Marketing at Pixability, at the Custom Content Council's Content Strategy Exchange in New York City this summer. He has five tips he shared for getting started with video marketing. They are:
- Video content is king. 87% of marketers are now using video as their primary source of content. They've discovered the impressive results video produces compared to other types of content.
- Don't be afraid to use YouTube. The YouTube community is massive, and the service is the second largest search engine on the Internet. If you're seen on YouTube, you'll be seen on the Internet.
- Don't get hung up on production. High production values do not mean a high return on investment. Even big brands like Dell have found success with uncomplicated employee demos.
- Video marketing matters. Your work doesn't end with production; you need to put at least as much effort into your promotional efforts. Proper video marketing delivers a ten-fold increase in clickthroughs.
- Social media and video work together. Video drives your social media to work better because it enhances the two-way dialog that is crucial to social media success.
What you need to know above all is, when organizations do YouTube right, they get incredible results. When they don't, they stink.
How do you 'get it right?' It's not too hard, really.
- Make lots of video content: be a consistent video content machine
- Practice good video SEO: take video optimization and YouTube channel architecture seriously
- Use different videos for multiple touch-points: Don't get caught in the overproduction trap. Lesser quality video works well.
- Link your video to marketing initiatives: apply the "always on" strategy to video marketing
- Ensure your video has branding: apply it consistently, intelligently and methodically
- Content vs. channels: adding more content is more important than adding more channels
- Engage your community via social media: audience is everything on YouTube
Good Luck. Roll'em!
Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey.