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. 

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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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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. 

  1. Make lots of video content: be a consistent video content machine
  2. Practice good video SEO: take video optimization and YouTube channel architecture seriously
  3. Use different videos for multiple touch-points: Don't get caught in the overproduction trap. Lesser quality video works well.
  4. Link your video to marketing initiatives: apply the "always on" strategy to video marketing
  5. Ensure your video has branding: apply it consistently, intelligently and methodically
  6. Content vs. channels: adding more content is more important than adding more channels
  7. Engage your community via social media: audience is everything on YouTube

Good Luck. Roll'em! 

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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.

 

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Authorbob namar

ImageYou do not need a social media strategy. Collecting "Likes" or Followers nets you nothing in and of itself. And chasing those will frustrate you waste your time and money and do nothing for your business.

What you have to understand is that social media tools enable people to have conversations, and However, if you are a useful contributor of helpful information  through social media tools, you will gain trust, credibility and positive word of mouth.

So first, you must have something to say.

The bad news is, few people are saying much that is worthwhile. The good news is, if you have a business,you have plenty to say.

Truth is, customers and prospects no longer depend on traditional sources to find businesses that can solve their problems. They look for solutions to their problems online today. And your business needs to show up in the first few pages of Google to be found.

How do you get there?

I told you once.

Buying Ad Words? Very expensive.

Hire someone who bills themselves as a “search engine optimization” expert? Just remember that Google hires Ph.D. computer scientists and mathematicians by the boatload. Will your expert beat their system?

But there is one way to top the pages of a Google search-- create content that Google indexes. Because Google gives a much higher score to pages that are updated frequently and contain “rich media,” meaning photos, audio, and video.

What we like to call "content".

I bet I know where you put your content. In your blog, right? Or your What's New page?

Meanwhile, the front door to your business, your home page, continues to be the boring, static, "welcome" with beauty shots and links to other pages. Where's the vibrancy? Where's the news? Why hasn't it changed since I saw it last year, last month, last week?

Don't you have something to say, to tell?

Go Live. Be Fresh.

Put it on your website and THEN Tweet it and post to Facebook and everything else with it. Having your story told on your website, and teasing it out there on social media gives you the steak and the sizzle. An unbeatable combination.

Oh, and then?

Produce more content.