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Tuesday, September 25, 2012

Video Marketing: Getting Started

This came in through our Linked in Marketing group
Posted by Noya Lizor / 

In a recently published Social Media Examiner study in which over 3,800 marketers were surveyed in order to better understand how they are using social media to grow and promote their businesses, video marketing was found to hold the top spot for future plans:
“A significant 76% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2012.” The study also found that more than 3 in 5 marketers (61%) plan on increasing their email marketing efforts in the near future.
So what do marketing experts and bloggers in the know have to say about the power of video? Brendan Cournoyer, Content Marketing Manager at Brainshark compiled this handy list of 21 Quotes on Why Video Marketing ROCKS. Here are our top three:
1. “Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” –Robert Weiss, Use YouTube Video Marketing to Generate Leads, Awareness and Customer
2. “Videos can attract a different audience, one that might not want to take the time to read a white paper or an article.” – Brick Marketing, 3 Important Video Marketing Tips
3. “More than 150 million people view videos online every year, most of them ripe to hear your business’s pitch if you produce and market your video effectively.” – Vern Marker, 8 Great Tips to Help Your Video Go Viral
Still from Brendan, yet another handy list of the Top 10 Video Marketing Influencers for 2012 for a little inspiration on how to use videos more effectively to build brand awareness, attract customers and increase sales.
In part inspired by Kevin “Nalts” Nalty’s recent white paper Online Business for Video 101

Without further ado here are five tips your business can use (regardless of size) to kickstart your video marketing campaign:

1. Recognize your need for video content. Stop looking at videos as a luxury or a nice little add-on and start seeing them as the essential marketing tool they are in terms of engagement, messaging, reach and so much more.

2. Create a video. Start with one. Perhaps a nice little company overview guiding visitors through your basic offering to put on your homepage. Or a helpful “how-to” video, demonstrating problems solved by your product, which you can post on YouTube. You don’t need more than a video camera, talent (can even be you), and basic editing software (or a really nice friend). Remember, “snackable” bits of video content are easier for viewers to digest, so keep it short.

3. Re-appropriate existing content. If you’re not quite ready to make your own video quite yet but still want to take advantage of its power, you can take an existing video that makes sense for your brand and make it your own (giving due credit of course). Searching YouTube is a good way to start. If you want it more personal, consider sharing video from a corporate event or party. It’s also a great way to “humanize” your company and hence, your offering.

4. Optimize for SEO. Google LOVES video, ranking it higher than text based content. That’s why you’ll see video content on most first page search results. Fortunately for you, many businesses have yet to maximize on this front. For an easy, instant SEO boost, make sure all aspects of your video are indexed by properly tagging your video title, description, duration, location and more.

5. Get your videos out to the people. Viral is a nice concept, but a rather lofty goal. No one can guarantee the creation of such a gem, but what you can do is make sure all your distribution avenues are covered. Post on Facebook, add your video to YouTube, tweet it to followers, and embed it in an email to your mailing list. Those of your subscribers who are already using ActiveMail will be able to play the video right inside their email without clicking out to a new browser. They’ll even be able to watch multiple videos in the same email if you want to include a series.

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