http://www.bsvp.com - Video and YouTube Content Marketing Strategy presented by Bruce Himmelblau, lead producer #YouTubeStrategist at Blue Sky Video Production, Lake Forest, IL.
Combining documentary filmmaking and YouTube content marketing to help businesses grow.
Highlights from the video and YouTube Marketing Strategy presentation at the Media Marketing Conference.
3 steps to successful video marketing
My background is in documentary filmmaking and marketing as well as video. We put that all together to help businesses grow. There's a simple 3 step process.
Step 1 is not only create content, but create compelling content. Which leads us to Step 2. Which is Getting Shared.
If the people who view it, share it, that goes back to the old adage. "You tell 2 friends and they tell 2 friends and they tell 2 friends." And that what builds up viral videos.
People are bombarded by 3000 messages a day. And we've learned to tune those out.
Tell your story. Give some background, give a story.
For effective target marketing, address that one person, in your mind, who can benefit from your product.
Create a message that addresses a single product. It's better to have multiple short videos that addresses 1 key message each than a long video that crams multiple messages into it.
A testimonial is another great resource to use. Here's an example.
"Hi, I'm Nancy from European Jewelry. And we had to do this video and I was very nervous about it. But thank you, Bruce, from Blue Sky Video. You made us look good, you made us sound good and you made it easy."
After you deliver your product or service to your client, and they say that they love your product. Capture it with your phone. Post it on your Facebook page or your YouTube channel. It's super easy and super quick. If it's on the spot, if it's spontaneous, those usually make the best YouTube videos.
In the film industry we have a term called "Production Value". Getting back to the idea of shooting with your iPhone, shooting with your smartphone. You can do that, but it also reflects who your company is. If your videos are low quality, your perspective customer may perceive your business as low quality. So, it is important to have good production values. As far as framing goes, don't have too much head room. Make sure you have good audio, good lighting. Don't shoot in front of a window. If you want your audience to see your eyes, then that's not such a good plan. And that's a lot of the appeal of video. Is that one on one. You feel connected with that person while watching the video. More so than reading a paper or even looking at a picture.
"So if a customer want to dominate their market online, first thing they need to do is they need to understand who their target audience is and how are they searching for them. To dominate you do need to have multiple ways of being found. Social media, authority sites like YouTube utilizing video. Using online classified ads are great authority sources as well as lead generation websites that gears them towards taking action."
We cut out a lot of the "uhs" we tightened up the message we added what we call "b-roll" or cut-away shots to show what he's talking about.
Step 2: Sharing Your Content
There are over 1 billion users on YouTube on a monthly basis. It's over second to Facebook. And the way to get found among all of those videos is through SEO (search engine optimization) and PPC (pay per click).
Meta Data: Title Tags, Description, Keywords
People ignore this. They usually put up a simple headline and write a few words in the description and leave the rest blank. This is how Google sees your video.
There are 3 ways to make money on YouTube.
So the first way is actually the best way. Become an expert. Create videos, create content and create more than just one. Create a whole series of videos with you as the expert.
Create content that builds your brand: Podcasting, Webcasting, Video Blogs, Video Newsletters.
And create consistently. Don't just post a video once. Post your videos on a regular basis.
Monetize Content: TrueView, in-stream Pre-Roll, Overlay in-video, Post-Roll.
Once you create your content, you go to YouTube and say, put some advertising on my video. And people who click on that advertising, you get a percentage of what the advertiser pays to place that ad.
You can target your audience regionally. So that if you ever thought of buying a TV commercial, but found it too expensive to by a TV commercial on the networks, you can create your advertising campaign that targets a region for a few dollars or even locally by zip code, by demographics, by geographics for pennies per view.
And here is Step 3, which is Rinse and Repeat, or in marketing terms, Analyze, Create, Share and Analyze.
Keep track of what you're doing. If it doesn't work, make adjustments. If it does work, keep doing it.
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