Even though this video got altered later, we really liked how this primo turned out. Bring in a bar table, shoot it in our studio. Check out how authentic the shot looks.
At the end of the day if 80% of internet users use search engines, and 75% of those users don’t look past the first page then your company has the goal of being front and center so you are available just one-click away. Your business, and sales are highly dependent on online visibility. Yet spending $10,000 on one video is not repeatable, blogging once a month is not enough, and email campaigns just aren’t going to cut it either. These days, to retain ranking on search engines your content needs to be consistent, creative and relevant. It doesn’t need to be perfect but you need to be mingling at the online party awaiting demand. That’s why GoNetYourself is here. We’re here to be your studio. To pop in and create this executable content in a repeatable way. Content is King and you should be the A-listers on the first page.
When it comes down to it marketing truly is targeted sales. Marketing a product attempts to solve the friction between the product or service offered and introducing it to the appropriate audience. However the appropriate audience is not always the intended audience. For example: a few years back it became trendy for women and girls to put feathers in their hair. GUILTY AS CHARGED- I was a fellow bird lady but not in the Mary Poppins definition. However the most comical part was that the best place to get these feathers was at Sportsmen stores as these feathers were intended for hunting and fishing. There was news stories of how Fishing stores sold out! One store in particular took advantage of the trend and publicity- wrote a funny blog about it, made a video and made sure to mention they carried the feathers on their website and social media sites. They banked on the short term trend and still get traffic today because of their relevance to the local audience. How is your company capturing intended and unintended audiences for sales? How does SEO factor into this?! – I’ll tell you tomorrow on our final entry in this mini-series.
Watch this video until 4:02
These days marketing and advertising is more than the Mad Men depicted Manhattan cocktails, lucky strikes and the occasional magazine spread. It is this digital world of acronyms and highly effective tools that the average bear has a little trouble understanding- much less know how to integrate all of these moving parts into an executable marketing mix. SEO, SEM, and SMO are all complex topics that encompass how visible our site is on the web. But in application a lot of us marketing professionals feel like Rocket Man spouting off acronyms to be a part of the conversation. I wonder if this is a noun, adjective or verb!? For clarification purposes SEO is stands for Search Engine Optimization- is the process of affecting the visibility of a website in a search engine’s “natural” or “organic” (not paid for) search results. Here is a link to one of my favorite explanations of SEO and how to utilize it. Check it out and come back tomorrow for the “Bird Lady Story”.
As the old saying goes – Keep It Simple, Stupid. Well, we’re no strangers to that in the video world. The more complex people make their videos, the higher the cost, and longer the completion time. The main thing to keep in mind when making video is that the content is the king. Think about this – if you can keep video simple, you could easily make over 100 videos a year. Let’s show you how.
There’s a few reasons video can become complex:
Too many cooks in the kitchen – This has to be the biggest reason that video gets too complex. When a company comes in to make videos, there’s too many stakeholders who all have their own opinion. “Move the text over to the left.” “Wait, no…to the right.” “Wait, back again.” All of a sudden, after people-pleasing, the product is delivered weeks past the deadline and it is a complex, jumbled mess.
Combat this: Create a “funnel” where all of the ideas for video production go into. Set one person at the bottom of the funnel who will listen to all ideas and make the final call. This person must be empowered to make the final call and not be afraid to say “No” to some people. This person will listen and work with your vendor to make everything look good.
Too many messages – All too often, companies want to create a video for their website. The problem is that they have a few different verticals, and they feel that they must address all of these verticals in the one video. Guaranteed, this is how you end up with a 5-8 minute video that nobody will watch all the way through.
Combat this: Don’t make one video. Make a video for each vertical, message, client, etc. Make those videos quick – no more than 90 seconds, and direct people to them, or segment out your audience individually. Fortunately, we know a vendor that makes 8 videos for $2,950.
Too much value associated with video – Video is new to a lot of companies. When doing a video, it can cost upwards of $1,500 per finished minute (Note: not at GoNetYourself). The problem is there are millions of videos out there, so assuming that your one video is highly valuable in the marketplace is a recipe for disaster. Everything must be poured into this one video, and if it is not perfect, then failure ensues.
Combat this: Say this with us right now “Video is an essential Tool.” Say it again. Believe it. Video is a piece of your marketing strategy, not the whole thing. Video does not immediately solve all problems, but it is essential for engaging people. Know that your video will be dead in 6 months, at which time you will have to produce another one. It’s okay!
A lot of times, making video simple is a chicken-and-egg scenario. You’re not going to be able to trust one person at the bottom of the funnel until it’s actually effective. You can’t force yourself to segment messages until you do it. Value is associated with video until you see that releasing the pressure makes better video content.
Simple is better. Less is more. Video needs to follow these principles – and if you can, then we don’t see why your company can’t produce 100 high-quality videos or more in a year. And you could be at the helm.
Want more info? Talk to us.
We’ve partnered with Fannit, a content marketing agency in Everett, WA to bring you a $10,000 marketing contest here at GoNetYourself. That’s right, we’re giving away $10,000 worth of marketing material, consulting, and video to one lucky winning company.
Here’s the cool part – you get entered for putting in your information, but you get entered again and again the more you share it.
For rules, more information and to enter, click HERE.
Over the past few years, we have produced more than 1,000 videos. In that time, we’ve talked to marketing directors at many different companies, and we’ve figured out a few things about how to develop an effective video marketing strategy. Over the next few weeks, we’ll be posting the details on each one of these points below so that it’s easy for you to get started.
The main thing that we have learned about Video Marketing is that it is still new. People are still getting used to the fact that you can post videos constantly, keeping your visitors engaged. Few people have a defined strategy beyond “just post and pray.” In fact, we hear the word “viral” thrown around like Skittles at a Seahawks game – but the problem is that there is way too much video content out there for you to just “make” viral videos. Here are 5 things you can do that are simple and easy to help you get started to developing a video marketing plan:
- Keep it simple – way too many people want to make their videos extremely complex. The problem is that it takes too much time to be complex, and all of the complexity can end up being distracting. Do you remember the “Will it Blend” videos? Easy. Take a blender, put it on a table, blend some random stuff, smile, done.
- Start Safe – Many people are paralyzed by video. The question that a lot of people deal with is “where do I start?” Well, start somewhere safe. You might fail – it’s okay. But just don’t fail when you’re filming your CEO. Start with someone safe, making a quick how to video or a short client testimonial. Figure out what you like, what you don’t like, what works and what doesn’t, and then move on to your CEO eventually.
- Give away free information – if your site is selling something, people aren’t going to watch a 5 minute video of you beating yourself on the chest talking about how awesome you are. Instead, let people know something you’ve learned that you can share. Keep it short. Maybe it’s as simple as the 5 lessons you learned in 2013 from your business. But who doesn’t want to learn something free – and then they’re engaged on your site.
- Keep it Going – The days of “post and pray” are gone. If you have the same video you had 2 years ago on your front page, it’s time to do some video. If you’re doing a blog, you should be posting monthly videos. Keeping people engaged with video means you’re always producing new content. Again – simple stuff, but new content is key.
- Post. Post Again. Repeat – Remember that posting on Youtube and on your website will not do anything for your business. You need to leverage all of the channels that you have. Write a blog around the video. Attach it to a white paper. Post it on websites. Have your employees post all over LinkedIn. Tweet it. Facebook it. Google Plus. The options are endless. Then, 5 days later, post it in all of those places again.
We’ll go into more detail in the coming weeks about how to execute on each of these 5 suggestions. Stay tuned.