How to Easily and Cost Effectively Add Video to Your Marketing Arsenal, Part 2
This week I continue my primer on internet video and how it can benefit your company. Picking up where I left off, here are some more opportunities to use video on your website.
(To read part 1 of this series, click here.)
One of the reasons infomercials are so successful is their demonstration factor. People love to see things in action. If you have a product that lends itself to demonstration, put it online. For example, say you sell radio-controlled cars; show them in action. If yours is a multichannel clothing company, model your line via video. These are just two of countless examples. Think about your products and what you can shoot.
With today’s high-quality video cameras that shoot in high definition at 1080i, you don’t need to spend a ton of money for quality video. You can go high definition for less than $1,000. Of course, depending on your capabilities and budgets, you may want to bring in professionals. You have many choices available to you at any budget.
The key is to have a solid strategy and script in place before any shoot takes place, even with your camcorder. As for postproduction and editing, again, you can choose to do it yourself or go to a professional editing company.
Once your video’s shot and edited, create your own channel on YouTube, and promote your videos on your website, blog, Facebook page, Twitter and more. Create even more videos by asking your customers to video themselves using your products, and distribute those videos via the same channels. Better yet, as I said last week regarding testimonials, hold a video contest asking your customers to show themselves using your products. Remember, social media is about engagement.
The Search Engine Factor
Online video can also drive search engine results. Since I'm by no means a search expert, I reached out to Khrysti Nazzaro, director of optimized services at the search engine marketing firm MoreVisibility, for some advice. Here are her thoughts on online video:
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.