Strategic Marketing For Houston - Internet Marketing Videos & Websites

Online Video Marketing Tips: Hosting Online Video

Posted on September 12, 2011 by admin

If your online video marketing plan calls for including videos on your website, you have several options available as for as placing a promotional video goes. For example, you could upload your video to YouTube and then embed the video into one of your Web pages. You could also store your videos on your own website or use an online storage service such as Amazon S3 and then host your own videos.

Hosting Videos on YouTube

Using YouTube for Internet video marketing is almost a no-brainer. After all, YouTube is wildly popular – and it’s free. All you need is a YouTube account, a series of short videos to upload, and the ability to copy and paste an embed code into your website. There are a few downsides though from an online video marketing perspective. For starters, even if you embed the videos on your website, they will play in the YouTube player and will bear the YouTube logo. If you’d rather use an unbranded player and want the ability to insert clickable links into your player, consider hosting your video on your own website and using an alternative video player for your Internet video marketing videos.

YouTube may also display ads, which can dilute your online video marketing message. In addition, some Internet video marketing professionals have had their YouTube accounts closed by Google for a variety of reasons. If you want more control over your online video marketing, self-hosting your promotional video files may be the better choice.

Hosting Videos on Your Own Website

If you have just one promotional video or a few video testimonials, hosting online video marketing videos on your own website shouldn’t take up too much bandwidth or server space. However, if you have numerous promotional video clips or plan on creating an extensive Internet video marketing program, be aware that you may need to upgrade your hosting account to accommodate these large promotional video files.

With hosted online video marketing videos, you’ll also need to install a video player onto your website. This can be as simple as installing a Flash video player plugin on WordPress sites or can involve ordering and installing a commercial video player loaded with features. An advantage to using a commercial player for online video marketing is that you can set up clickable links within your promotional video. As people embed your promotional video into their own sites, when their visitors click the video links, they’ll be directed back to whichever website you linked to.

Using a Video Hosting Service such as Amazon S3

If you plan on extensive Internet video marketing, consider getting an Amazon S3 (Simple Storage Service) account. This service is low cost and easy to use. You can use either free or commercial video players in conjunction with your Amazon S3 hosted videos.

Website Video Production: 3 Success Factors

Posted on September 5, 2011 by admin

A website video production has a set of success factors unique to the nature of the Internet. While just about any video production company would agree that videos in general should have strong production values and be produced according to established standards, the way people view videos on the Web influences how online videos should be produced. A successful Web video production takes the following three success factors into account: length, focus, and call to action.

Website Video Production Success Factor #1: Length

While many people watch full length movies online, few have the attention span for a marketing-oriented Web video production of that length. Just as online website visitors tend to scan text, online viewers expect short videos that get to the point quickly. If your website video production involves a marketing message, keep it short. A sixty to ninety second video should be sufficient to get your message across. Anything longer and your viewers may stop watching and hesitate to share the video with others.

Tutorials and training sessions can be longer; however, it’s smart to break these longer videos into smaller modules. Doing so makes for smaller file sizes and minimizes issues with bandwidth and video streaming. As you plan these longer videos, ask your video production company to break up the video into shorter segments. Your viewers can watch each segment all at once or over several days.

Website Video Production Success Factor # 2: Focus

Just as your articles and blog posts should have a narrow focus, the same is true of Web video production. This isn’t the time for an in-depth exploration of your company’s history, values, and goals; it’s the time to drive home a single message. Work with your video production company to identify that message and write a tight script around it. The entire Web video production should remain tightly focused on that single message.

For example, if your website video production is focused on how your products relieve stress, focus on the stress relief aspects of your products and avoid the temptation to add other benefits such as return on investment or durability (unless those benefits contribute to stress relief). A video production company can help you develop the concept and write the script to appeal to a Web audience.

Website Video Production Success Factor # 3: Call to Action

In addition to length and focus, a successful Web video production tells viewers what action to take next. This is known as the “call to action.” For example, a Web video production focused on detailing the benefits of a given product or service will have a call to action along the lines of “order now” or “download a free trial version.”

You should know the call to action long before website video production begins. As you write the script, ask yourself what action you want viewers to take after watching your video. Again, your video production company can help you here, especially if you choose a video production company with a strong marketing background such as Visible Conversions. During the planning stage, you can come up with as many different calls to action as you want, but you’ll only want to include one in your final Web video production. Carefully consider what action you want your viewers to take (order now, sign up for a newsletter, participate in a trial, and so on) and then focus the website video production on leading up to that action, making that action a natural choice.

A successful website video production incorporates all three success factors. It is short and tightly focused with a strong call to action at the end. Choose a website video production company that embraces these three important factors and your next Web video production is sure to be a hit with viewers.

What do you think is the most important factor involved in website video production? Share your thoughts in the comment section below.

B2B Video Marketing: Using Video to Reach Other Businesses

Posted on August 29, 2011 by admin

With decision makers relying on the Internet and social media as top information sources, B2B marketing online is bringing new opportunities. From articles and press releases to online B2B video marketing, the Internet delivers multiple ways to reach business customers. Thanks to improvements in online video technology, it’s no longer necessary to send a customer a corporate video on DVD in the mail. Instead, post your videos online and extend your reach.

B2B Video Marketing vs. Consumer Video Marketing

Just as B2B marketing is different than consumer marketing, B2B video marketing has its differences, and similarities, from consumer-oriented videos. For example, your corporate video for a B2B marketing campaign will be geared toward business customers rather than consumers. However, no matter who your business video is targeting, it is targeting a real person. In the case of a B2B marketing video, that person is likely a decision maker.

When planning your corporate video, try to visualize your target audience. Ask yourself: What’s important to the decision maker? What does that person need in order to make a decision? How does your product or service make that person’s job easier? How does it solve problems? By understanding your business customers’ needs and problems, you can produce an effective business video to match.

Leveraging Business Video Channels

Video sharing sites like YouTube provide businesses with a platform for B2B video marketing. In fact, you can create an entire “channel” focused on your company, products, and brand. Once your channel is established, consider embedding your videos into other B2B marketing materials such as email campaigns, press releases, and articles.

Using corporate video in your email campaigns adds another dimension to your B2B marketing efforts and can build trust and credibility. Depending on your email campaign management software, support for B2B video marketing may or may not be available. However, there’s a way around this: Insert an image of your corporate video and hyperlink it to your business video hosted elsewhere.

Many press release distribution sites support B2B video marketing, making it easy to include corporate video in the body of your press release. If you’re using a press release site that does not support video, providing a link to your business video where appropriate can yield results.

If your B2B marketing plan includes distributing articles, consider adding complementary video segments to your article. From useful tips to testimonial videos, short video clips can enhance your articles and influence decision makers.

In addition to using video sharing sites and incorporating business video clips into other B2B marketing channels, it’s not a bad idea to create a corporate video channel on your website. Depending on your goals, you could embed your existing YouTube videos on your site or host each business video on your own servers. If you’re attempting a viral B2B video marketing campaign, it’s smart to choose an embeddable video format so that users can easily share your business video.

B2B Video Marketing as a Search Engine Strategy

Not only can your business video be shared using YouTube, email campaigns, press releases, and articles, corporate video can also play an important role in terms of driving search engine traffic to your site. Many decision makers use search engines specifically to find business video clips. If you do not have a B2B video marketing presence, you won’t be found by this segment of searchers! In addition, a keyword-optimized corporate video clip could show up significantly higher in the search engine results than a standard article or webpage optimized for the same phrase due to a lighter focus on B2B video marketing.

These are but a few highlights of B2B video marketing. How are you using business video in your B2B marketing efforts? Share your thoughts and ideas in the comments section below.

Online Video Marketing: Tips for Nurturing Online Video Viewers

Posted on August 22, 2011 by admin

Now that you’ve converted your site’s visitors into leads and customers, you have the opportunity to drive sales by nurturing these visitors with online video. You’ve already used Web videos to engage and convert them; now it’s time to nurture them. Some will have ordered from you already while others are genuinely interested but haven’t yet committed. Either way, it’s smart to use video to nurture prospects and past customers.

Nurturing Prospects

Prospects are those viewers who have moved through the first two phases of the video-to-lead funnel. They are engaged and have converted into qualified leads. They haven’t purchased yet. The point of nurturing videos is to guide them toward a purchase.

When you first converted these prospects, you likely prompted them to sign up for a newsletter, subscribe to your blog, or enroll in a free video course related to your product or service. If so, you now have the opportunity to continue your relationship via the marketing channel you presented. Create a series of videos that continue to build upon the foundation you’ve already created and integrate these videos into the marketing channel. For example, if your prospects have signed up for a monthly newsletter, include a video segment in your newsletter each month.

Nurturing Customers

These customers have already purchased from you, so why should you nurture them? Because nurtured customers will be likely to purchase again or refer others to you! It can cost five times as much to attract new customers than it does to keep existing ones. You’ve already invested the time and money to engage and convert your customers, and they’ve experienced your quality and customer service. By staying in touch, you can nurture them and drive additional sales.

Using Online Video to Nurture Prospects and Customers

While text-based communication has its place, online video is a powerful medium for nurturing prospects and customers alike.

For example:

Use follow-up emails and videos to announce new products.
Send customers coupon codes revealed within informative online videos.
Ask customers to post video testimonials or prompt prospects to view them.
Send occasional how-to videos related to the product. For example, if you sell kitchen gadgets, send a link to an online cooking video.
Hold live, interactive video sessions where customers and prospects can ask questions or learn more about your products and services.

With an audience of qualified leads and past customers who are genuinely interested in your offers, the hard work is already complete. Use your creativity to produce nurturing online videos and reap the rewards.

Video Viewers: Tips for Converting Your Video Viewers

Posted on August 15, 2011 by admin

You’ve done it – you’ve engaged your site’s visitors with video. They like your products, they trust what you’ve told them so far, and they’re engaged. Now it’s time to move them out of the engage phase and convert them into customers. You can do this by creating videos designed to prompt viewers into performing a specific action.

Before you can do so, you need to know exactly what specific action you want your viewers to perform. This may sound obvious, but it’s often overlooked. Without clear instructions telling viewers to “download a trial version,” “subscribe now,” or “order by midnight,” your viewers may continue on their way oblivious to your offer. No matter what topic your conversion video addresses, make sure that it ends with a strong, clear call to action.

Earlier, we talked about identifying your target audience. You did that with your engaging videos. Now that your audience relates to your company, products, and services, take that relationship a step further by introducing your offer. You’ve earned your audience’s trust and your viewers are ready to learn more. By posting online videos that educate viewers about your products and services, you are building toward the ultimate conclusion where you’ll ask the viewer to perform an action such as “order now.”

Just as you tailored your earlier videos to a specific audience, you’ll want to keep this same audience in mind as you create online videos designed to convert. In these videos, you’ll want your product or service to be the star. Show your product or service in action and the benefits it delivers. Remember, while features are neat, benefits are what sells a product. People don’t buy razors because they have five blades; they buy them for a closer shave and softer skin. They don’t buy picture frames because they measure eight by ten inches, they buy them to keep their memories alive.

The following video types lend themselves to converting online visitors into customers:

Product demonstration videos – If you’ve ever spent time in the gadget exhibit hall at your county fair, you’ll understand the power of product demonstrations. After all, the kitchen knife demonstrator showed that his knife could chop, slice, and dice unlike any other.
Product or service overview videos – Closely related to product demonstrations, overviews allow the viewer to see your product or service in action. Think of these online videos as commercials that highlight the benefits the viewer will enjoy by purchasing your product or service.
Video testimonials – Hearing how other people have successfully used and benefitted from your products or service is motivating. By posting online video testimonials on your website, you are providing viewers with proof. With people just like them raving about how wonderful your products and services are, your viewers will feel reassured. If you’ve already built credibility through your other videos and online content, video testimonials can give you an added boost and convert visitors into customers.

Online videos can convert viewers if you’ve built credibility, targeted your audience, and tailored your message to match with a strong call to action at the end. Make sure you know exactly what you want to accomplish and produce a video that converts.

Tips for Engaging Video Viewers

Posted on August 14, 2011 by admin

As we’ve discussed previously, engaging online videos play an important role in ultimately converting your site’s visitors. In fact, it’s rare to convert people without first engaging them in one way or another. Engagement does more than entertain; it adds value and builds trust. Video is an excellent medium for doing just that.

If you’re ready to create an engaging Web video, you’ll first need to consider your target audience and how it relates to your product or service. For example, if you’re selling sunscreen, identify your target audience. Are you targeting moms who want to protect their children from the sun’s harmful rays or are you targeting teens who feel invincible and consider tan lines a badge of honor? Once you know who you want to engage, your message becomes that much easier to write.

Now that you know who your audience is, think about what they know or don’t know about products like yours. Think about what they believe in, what they value, and what they want. What matters most to your audience? For moms, value may mean complete, long-lasting coverage so that their kids don’t get the slightest of sunburns. For teens, value may mean a cool bottle or colored zinc oxide. A mom will appreciate supporting research or an expert’s testimony while teens may be influenced by a hot soundtrack or a celebrity endorsement.

Despite their differences, these audiences need a reason to choose your product over the others on the market. An engaging video can make your product more memorable (brand awareness) or more valuable, both of which can ultimately lead to conversion.

So, how do you engage these audiences? Here are some ideas:

Tips related to your product or service – While most people know how to apply sunscreen, many don’t apply enough or do it often enough. In addition, some spots of the body (such as the tops of the ears and feet) are notoriously missed. A video with tips on how to use your product properly could engage viewers and reinforce that you are the authority on sunscreen.
Event videos – Does your company sponsor an event? Consider posting short videos highlighting that event before, during, and after the event. Even modest events such as a local pet parade can drive traffic to your site and engage viewers. To be engaging, your event coverage should relate to your product somehow. For example, event coverage of a local surfing contest would be a good fit for a company promoting sunscreen.
Videos that solve your audience’s problem – People buy products to solve problems. By creating an engaging video that shows how your product does just that, you’re one step closer to conversion. So, what problems does your audience have that your product can solve?

Your goal with any of the above videos is to have your viewers nodding in agreement as you present your message or solution. If you can do that, you’ve created an engaging online video.

Purple Lips and Fuzzy Neckties: What to Avoid When Appearing in Marketing Videos

Posted on August 1, 2011 by admin

You’ve been asked to appear in a marketing videoand love the thought of being a star for the day. Unlike a Hollywood set, it’s doubtful that you’ll have a team of makeup artists and costume designers dedicated to ensuring that you look your best on camera. In fact, you’ll likely be responsible for selecting the wardrobe and applying your own makeup. Make the right choices and you’ll look great; make the wrong ones and you may end up with purple lips or a shirt that confuses the camera lens.

Because of the way cameras handle reds, it’s smart to avoid red colors. For example, your red lipstick could appear purple on camera! Similarly, red colors can “bloom” on camera, making you appear as if you’re on fire. While modern camera equipment has become more capable of handling reds, it’s smart to avoid this color if possible. Other colors to avoid are black and white.

While you’d never dream of wearing a fuzzy necktie or scarf in real life, the camera can wreak havoc on patterned fabric. Your beautifully patterned necktie or scarf could take on a life of its own on camera, appearing “fuzzy” or causing a distracting flicker. Choose solid fabrics whenever possible. If you must go with a patterned fabric, avoid fine prints. This doesn’t mean you should opt for large patterns or geometric prints as these can be just as distracting visually.

When choosing jewelry, pay close attention to two important aspects: shine and noise. Shiny jewelry will reflect light and appear flashy on camera, causing a visual distraction. Noisy jewelry will clank as you move, again causing a distraction. Even worse, the sound equipment will amplify that noise.

As you go through your wardrobe in search of a suitable outfit in camera-friendly fabrics, try on at least three or four different outfits and evaluate them in terms of comfort and appearance. Does the outfit look nice when standing? How about when you’re seated? Have a friend take photos of you wearing each outfit in both sitting and standing poses. For example, if you’re wearing slacks, the photos may reveal that you need to wear longer socks.

While you’re at it, consider where you’ll clip on the microphone. Lapel microphones can be unobtrusively clipped on neckties, lapels, and on button-down shirts. The wires can also be routed underneath some shirts and blouses. However, high-necked blouses and dresses without a vest or jacket are more challenging.

Both men and women can benefit by wearing special makeup designed for high definition video cameras. Not only can this makeup help you look good on camera, it can reduce glare from the lights.

After you’ve assembled the perfect wardrobe for your marketing video, spend some time speaking in front of a camera. Not only do you want to become more comfortable in front of a camera, the recordings may show you areas to work on. Pay close attention to your hand gestures and any inadvertent mannerisms such as fiddling with your hair or touching your face.

Making the right wardrobe choices is essential before appearing in a marketing video. Choose wisely and you’ll look great on camera. Take a haphazard approach and you may be dismayed at your unflattering appearance.

Online Video Making: Is Makeup Really Necessary?

Posted on July 25, 2011 by admin

If you’re a woman who has been asked to appear in an online video, you may be looking forward to your time with the makeup artist. On the other hand, if you’re a man, the thought of applying makeup for the video could be unsettling. Regardless of how you may feel about makeup, a professional video production almost always involves some form of makeup.

Makeup’s Role in Video Production

Just as you play a role in the video production, so does makeup. While cosmetics are generally used to enhance appearances, video makeup is typically used to accommodate the unflattering effects of lighting and camera lenses.

You’ll be under hot, bright lights. Not only does the heat from the light have the potential to cause you to sweat, the light can cause excessive shining on your skin. Makeup artists use powder to minimize shining and the appearance of oily skin.

You’ve likely heard that video cameras add about ten pounds to a body. Though you won’t physically be heavier, you’ll appear heavier due to the way the video affects contours and depth. With today’s high definition cameras and televisions, weight isn’t the only concern – wrinkles and skin flaws are too. Video makeup can correct for the flaws introduced or magnified by the video camera.

Making the Right Video Makeup Choices

Foundation and Power – Regular foundations are fine for everyday use, but not necessarily for video production. In fact, your foundation may make you look pasty thanks to its light reflective properties or even its SPF ingredients. Use a foundation specially formulated for high definition video cameras and apply it evenly to your face and neck. A matching powder should be used as well. Both men and women should apply foundation and powder.
Lipstick and Lip Balm – Women should choose creamy, natural lipstick colors, avoiding red which often becomes discolored under the lights. Avoid frosty colors and heavy lip glosses. If you’d like a slight sheen, a thin application of Vaseline can catch the lights without being overly shiny. Men may want to use a clear lip balm on their lips to keep them moist and minimize lip noises.
Eyeliner, Shadow, and Mascara – Bright lights can make eyes look smaller. Eyeliner and mascara can better define the eyes. Use natural colors. Consider using an eyebrow pencil, in the same color as your eyebrow hair, to fill in your brows. Women should avoid frosty eye shadows and choose matte shadows in neutral colors.

Ideally your video production studio will have a staff makeup artist or will bring one in before the shoot. Find out if a makeup artist will be provided beforehand so that you can be prepared either way.

Online Video Making: Shooting on Location

Posted on July 18, 2011 by admin

Last week we talked about shooting online videos in a studio. While having a controlled environment and a set give you greater control over the shots, many videos must be shot on location. After all, if you’re making a training video for your assembly line workers, it’s not practical to create an assembly line in the studio; if your video is promoting a line of swimming pool products, you’ll want to include poolside shots. Shooting on location can add a level of realism to the video, but it does have its own set of challenges.

Scouting Locations for Your Online Video

The first task is to scout locations for your online video. Use your script as a guide and highlight each scene that needs to be shot on location. Next, create a list of all locations. For example, your Web video may have several scenes, each shot at a different location such as an interior office scene, a poolside scene, a beach scene, and a church scene. After you’ve highlighted and listed all locations, you’ll have a better idea of what you’re looking for. Think about possible locations that could serve double duty. For example, a hotel on the beach would likely also have a swimming pool. A church likely also has administrative offices.

Once you have your list, brainstorm nearby locations that might work. Include your partners as one of your partners may be willing to allow you to shoot the video at a personal residence or commercial building, minimizing the need for permits and rental fees.

Obtaining Permits for Video Production

Your video calls for a scene in an art museum, and you just so happen to live close to one that would be perfect. You’re even a member, so you can get in for free. You grab your video gear and ask your talent to meet you at the front of the museum – not so fast! You’ll need to get permission first. Most likely, you’ll also need a permit.

The permit process varies by different types of facilities, cities, and states. In general, expect to fill out an application, provide proof of liability insurance, explain in writing what your shooting plans are, and pay a fee. You may also have to notify nearby residents of your intentions. If you’re working with a video production company, the producer will likely take care of these details on your behalf. If you’re shooting the video on your own, you will be responsible for obtaining the necessary filming permits.

Shooting Video on Location

The locations have been scouted, permits pulled, and shooting day has arrived. Like a studio shoot, the video production crew will be busy setting up audio, lighting, and camera equipment. Though you’re shooting on location, the location will likely need to be staged somewhat. Among the challenges you’ll likely encounter while on location are:

Weather and wind issues
Curious onlookers
Access to power sources

Fortunately, experienced video production crews are equipped to handle most challenges. With careful planning, an on location video shoot can be the right call.

Online Video Making: The Set

Posted on July 11, 2011 by admin

After deciding to produce an online video and choosing a video production company, your next major decision involves whether to shoot the video on location or in the studio. When you opt for a studio production, several factors are involved including the set and lighting. Here’s a brief snapshot of what to expect.

Studio Sets

Studio sets can be as basic or elaborate as you need them to be. The most basic set is a simple backdrop, perhaps with a couple of chairs. If you need to create a specific setting such as an office, conference room, or hospital room, props and structural features will need to be added. Obviously, the more elaborate the set, the more costs you’ll likely see – especially if the studio has to custom build the set.

Studio Lighting

Video production studios typically come equipped with lighting equipment. A large grid hangs above the studio where the lights can be hung and adjusted. Lighting is an art and necessary for crisp video images. The lighting director consults with the stage director to create a lighting plan for your production. Much of this will happen behind the scenes before the shoot is scheduled, and you may never see the lighting team at work. Some lights, will light the set while others will light the talent, adding depth, contrast, and highlights.

The Video Production Crew

When you arrive at the studio, you’ll be greeted by a video production crew member who will tell you exactly wear to stand or sit as well as provide you with basic instructions for the shoot. Among the crew members you’ll likely encounter are camera operators, production assistants, the director, and the floor director. During the shoot, each crew member will be wearing a headset and receiving instructions from the director. The floor director will give you direction such as counting down the minutes and seconds until cameras start recording, indicating which camera you should be looking into, and cueing you as to the amount of time you have left.

What Else to Expect

Upon arrival, expect to be fitted with a wireless microphone and asked to do a sound check. The microphone will likely be turned on, so be aware of what you say even before shooting begins. If you must hold a confidential conversation, find out how to switch off the microphone beforehand.

The temperature in the studio will be cold initially as it’s important to keep television and video production equipment cool. However, once the lights come on, you’ll find that the room heats up. You may want to bring a sweater or jacket to wear off camera and then take it off just before shooting begins.

Shooting an online video in a studio allows for greater control over the environment. Much of the work will take place behind the scenes, allowing you to show up and perform.