Tag Archives: blogging

Videos: Working Wonders or Wonder Why?

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I really try not to rant too much in this blog. When I do, it’s usually because I’ve just something that I find disappointing. I will let you in on a secret: when I visit someone’s website, I always look for the “footer” that is a link to the web designer.

The one I visited today did really pretty work. They just left off the page titles from their own site. That’s the title that shows up in the top bar of your browser, and it’s really important. But the real kicker was that the web firm also produces video. They have one on their home page. It’s titled “Our Commercial”.

(facepalm)

It actually WAS a commercial. And it gave no reason why someone should hire them. They also thought enough to include the line, “having a video couldn’t hurt.”

(facepalm)

I can’t stress this enough: People Don’t Search For Commercials.  Commercials are not suited for the web. Why would a web designer put a commercial on their home page?? Why not a video about how a well designed site brings a return on investment?  Or video testimonials from clients? Even a series about marketing best practices.

Content that people want to watch. That’s where video works wonders.
What’s on your website.

–that’s a wrap

How To Use Videos To Sell Products

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You have a website that sells products. It could be three or three hundred. Most e-commerce sites operate the same way: a database of products and a page for each product. But when videos are added, sales skyrocket. Here’s how it works.

VIDEOS ON HOME PAGE  Here’s where you can capture new customers and hold on to old customers too. Offer new products, stage demos talk to staff, or feature customer shot video. It will engage and you’ll keep visitors on the site longer.

VIDEOS ON PRODUCT PAGES   Show different views. Show how the item works. Show testimonials.

MAKE IT SOCIAL   Don’t forget to cross-post your videos to Facebook, Instagram, and Pinterest to grow the brand.

NO MATTER WHAT ANYONE SAYS USE YOUTUBE   You can host your video there and share it or you can host anywhere else. But, yes, upload to YouTube. It’s still the number two search engine. It will positively impact your visibility and search engine rankings.

BLOG    Every time you post your video somewhere new, it counts as fresh content. Google ranks video higher than other content.  Put video on your blog sang give visitors a reason to come back.
— that’s a wrap.

7 Mind Blowing Things You Can Do With Video

Uncategorized, Video As Content, Who Uses Video, You Tube for Business, , , ,

First off, you and I both know there are way more than just 7 in this list. For example, it’s mind blowing to me that videos can touch someone so personally that they get choked up. There is one piece particularly that no matter how many times I see it, I need a tissue at the end. It blows my mind that almost 30 hours of video is uploaded to YouTube every MINUTE!

So let’s get to the list. And be sure to tell me what you think.

1. VIDEO CAN OFFER COUPONS.
It costs a few hundred dollars a month to get coupons included in that blue envelope that gets delivered in the mail. You can do it for free with video AND change them anytime you like. With YouTube annotations, you can control where the coupon code is placed in the video. Remove or change the annotations whenever you want.

2. VIDEO CAN MAKE AUDIENCE SPECIFIC MESSAGES.
I did this in radio all the time, and now it is possible in video. Create a custom open and close – also called a wraparound – and address a specific audience, need, or event. This works great when you have multiple targets, or multiple locations. The body of the message stays the same, but each one has a unique feel to it.

3. VIDEO CAN PUT YOURSELF IN ANY LOCATION.
Want to be in a beautiful, modern studio or in front of the Eiffel Tower or even miniaturize yourself to show someone the inside details of your thingamabob? Do it with a green screen. The same technique that the TV weatherman uses to stand in front of the map can put you almost anywhere.

4. VIDEO CAN DEVELOP YOUR OWN REALITY / DIY / COMEDY SERIES
Ten years ago if you wanted to get your message in front of a mass of people, you had to have a major publisher or network behind you. All that has changed. The gates are wide open for anyone to produce whatever content they wish. YouTube has spawned its share of stars: folks who are actually making a living writing and producing these little videos. You can too. What would you do with your own network?

5. VIDEO CAN KNOW HOW MANY FOLKS ARE WATCHING.
What can newspapers, radio, television and even direct mail never do that online does very well everyday? Tell you who’s watching. Print and electronic media know how many people they reach, but not the engagement. And when someone clicks to start a video, they are choosing to consume that content. Many analytics can tell you the communities those folks are from.

6. VIDEO CAN MAKE SMALL BUSINESSES LOOK LIKE THE BIG GUYS.
It’s not a budget statement anymore. With the right video, your only limit is your imagination. Remember the Coke and Pepsi challenge?
You can pit yourself against your competition all day and show how you’re better, safer, cleaner, greener. Tell your story to the folks you want to reach. Make them care and they will share.

Any one of these techniques has the power to blow your mind when applied properly. And if you’re not using video at all, your competitors will.

–that’s a wrap.

IF I COULD JUST GET IN FRONT OF…

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I heard it again today: “If I could only get in front of ( such and so) I know I can close business. Folks who are having a tough time getting to the decision maker say this a lot. One of my clients told me that one thought was the entire idea behind the video I shot for him.

It was actually a brilliant move, because his company, with many larger competitors, is doing quite well.

You may have a great product or service, but if you can’t get anyone to listen to you, how much will you sell?

Video – whether it’s on a website, in a blog, or just an upload to YouTube that you can share by email or social media – is one of the best ways to **get in front of** those difficult prospects. The key is the content. No one wants to watch a sales presentation, but they will listen and watch someone who understands their problems and proposes solutions.

The client mentioned above wanted to show off his factory. There was no direct sales pitch in it, but because we were able to show the process of how the products were made, the client was able to allow his prospects to feel like they were in the factory instead of hundreds of miles away.

Who do YOU want to get in front of?

–that’s a wrap.

Three Deadly Mistakes Videos Make When Selling A Service

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I’m in marketing and advertising. I’ve been doing it for the past thirty years. And I’m a sucker for a good headline.

Yeah, I’ll click on your blog post and skim it to see if there’s any new information. I’ve kept track, and actually only 8% of the time will I find something new, compelling or share-worthy. And when there’s a great headline that announces “More To Come – just click on the video”… my itchy trigger finger goes to work on my mouse. Unfortunately, I usually soon run into a roadblock or two.

It’s always a video for someone selling a service. They’re usually so passionate about what they do (and for the most part, that’s a good thing) but in reaching for that compelling factor and trying to build suspense for the point where they turn you from a viewer into a customer, you’re going to find one or all of the following deadly mistakes:

1. Poor Audio – What part of **Don’t stand across the room and think your camera’s microphone is sufficient** do they not understand? It’s hard to listen to someone trying to convince me of something when they’re talking from the bottom of an echo-y barrel.

2. Too Long – After I click on a video, I watch the timeline to see how long the thing is. THIRTY MINUTES?? Nope, I won’t be staying around. Why not break it up into manageable chunks? With three or four videos, you can break them into chapters and provide a description of each chapter. That will help not only your viewers decide what to watch, but also your search engine optimization for those videos.

3. Death By Powerpoint – I’m watching a video. I don’t necessarily want to read. Honestly – is there really anything THAT compelling on those slides? Why not strip the audio out of it, make it downloadable to someone’s iPod, and offer to send them a link to the slides. Hey! And now you’ve harvested email addresses for future marketing!

Marketers and business coaches are especially guilty of these. Watch for these deadly mistakes next time you click on a How To or an explainer video. And if you find anything like that on your own site, give me a shout and I’ll show you hot to fix it.

–that’s a wrap.

Friends With Content

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Ok, now you’ve got a video on your website. And maybe you’ve even put out the link on Facebook, Twitter, Pinterest, LinkedIn, and all those other social media sites. You’re patting yourself on the back for being such a savvy marketer.
As they say in those infomercials, “But Wait There’s More!”
You have another venue open to you: Blogs That Are Not Yours. When someone you’d like to reach is searching for what you provide, what other sources of information can they find? Tap into those content networks, and you’ve struck a potential goldmine of marketing power.
That is a primary reason not to produce a video that is a commercial. People don’t search for commercials, and they certainly don’t share them either. When you’re offering content that answers a question or addresses a need, your videos are more likely to be watched, shared, AND published on Someone Else’s Blog. It’s ok to ask the Blog owner to post or write about your video. Just remember to do your homework and only contact those blogs that legitimately relate to the info in your video.
Find new customers. Make new friends. Open new channels of distribution for your videos. That will put you a step ahead of your competition.
That’s a wrap

Questions About Building A Video Library

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How well do you know your competition?  How well do you know their marketing efforts?  Sometimes being in business and competing for the same customer is like a chess game.  The winner will always be the one who is thinking three moves ahead.

Think your competition has a marketing plan?  Or do they favor a shotgun approach: a little of this, and a little of that?  Unfocused marketing misses the mark. Make blatent one or two things about your brand, and you’ll be successful. One thing that realy focuses your efforts, and has a large return on investment is video.

If you have video, and your competition doesn’t – You Win!

It’s been proven thyat companies with at least three videos on their site are perceived as experts by their customers.

Start building a video presence – with a blog, or a tips and tricks section to your website – BEFORE the competition starts paying attention.

–That’s a wrap.