The use of video for web marketing and communications has increased dramatically over the last few years, with higher bandwidths, the proliferation of video sharing sites and the low cost of producing High Definition video, all accounting for an increase in uptake.  The high engagement factor of video content offers marketers and advertisers a highly accountable way to improve response rates and deliver bottom line results.  A recent study by Forrester also found that web video marketing can generate up to 7 times the response rates of traditional text based media and, with this in mind, the case for implementing an online video marketing campaign has never been stronger.

So, What Are The Critical Factors For Web Video Marketing Success?

1. Creating Engaging Content: Use high quality, relevant, short form content that will engage viewers, compel them to contact you and motivate them to share it.
2. Viewer Interactivity: Create an interactive presentation and provide access to additional information,a clear contact sign up, registration forms, and sharing, with one click “calls to action.”
3. Flexible Distribution: The ability to easily distribute or “push” the video message to target viewers using different internet communication methods.
4. Actionable Viewer Tracking: The ability to collect comprehensive viewer engagement and response information. The ability to provide individual sales people with a streamlined process for delivering and tracking the behaviour of online traffic.

Beware the Boss!

One has to be aware of the potential intrusiveness of video in email, and this is  particularly the case when sending to B2B lists where your recipients are at work. In a quiet office with the Boss hovering, who really wants to be seen watching videos at their desk?

What’s the solution?

The most effective solution to these issues and complications is to use your email campaign as a teaser to drive recipients to a campaign micro site, video brochure or landing page where they can click to view your video clip, at their own leisure. By including a ‘play video clip’ button in your email you can have a powerful call to action and marketers who are wisely cautious, but click-through hungry, can reap the benefits of the pull of video in their emails, without actually embedding any.

A campaign micro site,  landing page or video brochure can become the centre of your integrated marketing campaign, so you can drive traffic to it from a series of online and offline channels and really maximise your return.

So, What Are My Options?

At One Vision TV, we are soon to be launching  a suit of video promotion packages that will allow you to effectively promote your business message to your network of prospects and future customers. For more information get in touch using our contact form or call us on 0116 2538920.

Current Packages include:

Video Brochures

Video Emails

Video Landing Pages

Video Channel

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Content Is King:

The same rule applies with video as it does with text. It’s all about quality content. It needs to be up to date, to the point and relevant to your audience.  Is is also often advisable to keep your web video content no longer than 2 – 3 minutes as people are far more likely to be distracted when viewing  video content online.

Tag Your Content:

You need to tag your video with keywords your audience will be using to find your services. Youtube has also very recently limited the number of tags you can use to only 20 characters, so be selective and research your kewords wisely.

Description:

It is a good idea to include a fairly detailed description. Punctuate your decription with keywords and also be sure to include a link to your website. Put this at the start of your description and make sure you include the full prefix i:e “http://www.onevisiontv.co.uk”  as this will ensure a clickable link that can drive traffic directly to your website.

Find Your Friends:

Research your market and industry and find related channels and videos that relate to your business. You should then comment and subscribe to related content wherever this is appropriate.

If some of the conent you find is very relevant to specific videos you have created it is a good idea to link to them (their video pages)  in your description and in some cases it is also a good idea to include a video response. It’s all about building a community and you need to start by creating a conversation.

Don’t Stop:

You need to be seen by your audience as actively updating your content or they will have no reason to return to what you are doing.  In short,  keep adding content on a regular basis or  they won’t come back.

Integrate:

Integrate your Youtube Channel with the rest of your online marketing; this may include:  linking to your video on Twitter, cross referencing though an article, providing reference Icons on your website, or even embedding videos in your email marketing campaigns, blog or facebook.

Keep Up To Date:

In the 5 years YouTube has been going it has gone through many different changes. You need to keep an eye on  how rules, regulations and functionality evolve, so allocate time regularly to read up on what is going on. With mobile video growing exponentially it is worth thinking about how this audience will differ in terms of  their behavior as this is where many Youtube videos will be viewed in the not too distant future.

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Over the last few weeks I have been spending time speaking with a number of councils, recruiters, executive search firms and career outplacement agencies looking at ways in which video CV’s (video profiles) could fit into their existing business model. The video CV is nothing new but it has not, as yet, been taken up by the masses and it would seem the concept of incorporating video in the recruitment process is riddled with potential obstacles. Video online has come along way since the video CV concept was first introduced some 20 years ago, but the fundamental questions still remain the same and advances in technology and communication only provide solutions to a fraction of the original concerns about how the video CV  could be used.

One of the main stumbling blocks for the video CV so far has been that no one has yet determined or set an expectation on what the video CV needs to achieve. Although it may seem obvious that a video CV’s purpose is to capture all the information on a CV and present this in a visual format, anyone that knows anything about video will tell you that video is not good at capturing information when it is in detail. It is far better at creating a sense of something, the general, the emotive and ultimately capturing the broader picture of what something or someone is actually about. Not only is it impractical for an individual to try and video a presentation of their entire expertise and career history, but it is not strictly necessary in this context or, for that matter, particularly helpful. Instead, I believe it is better for people to think of the top four or five things they want to say about themselves (i:e key skills and experience) and then present this in a way that is clear and to the point. It is important to remember that we are not talking about replacing the written CV here, but merely adding an enhancement to it. The video CV or video profile therefore needs to demonstrate what can’t be demonstrated as easily in written form.

Video CV’s are great at communicating softer skills such as presentation, communication and language skills. By combining this with a summary of strengths and key experiences the recruiters, or future employer, will gain a significant insight into what the individual can offer their business and will have an understanding of not only what the candidate has done, but an appreciation of what the candidate is likely to achieve for them in the future.

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website presenters

Samuel Beavan

Founder 1VTV.me

corporate video production Leicester

The phrase ‘Internet video distribution’ refers to any video material (TV, movies, sports, infotainment, UGC) that can be distributed via online technologies that may include IPTV, P2P downloading or streaming over any bearer such as broadband networks to any device such as TV, PC or handheld. 

The use of online video and how it can be distributed across the Internet is a growing concern for many businesses. With audiences becoming increasingly fragmented and with the use of multiple platforms showing a variety of content, a distribution strategy needs to be looked at in detail in order to achieve maximum return on your video production.

By placing content across video portals and communities video can achieve a wide reach but the key is to work out a strategy that can help build a community across these networks.

Here are a few general tips on how this could be achieved:

Utilize Social Networks And Video Communities

Sites such as Ning and Permission TV allow you to build networks around your business model and allow for more flexibility and branding compared to many other video communities.

Build A Destination Site

By building an online page that promotes a specific product or promotion and by offering the audience a chance to win something or promote themselves you are adding value beyond the entertainment value of the content itself. It can also be used to foster interaction and engagement with the video content as well as drive traffic to your website.

Contextual Distribution

It is now possible to showcase branded content using Google’s video advertising solution. Not only will people be able to find your content when they’re most predisposed to it, but like in-page distribution, your video will generally have the added advantage of being the only video on the site.

 In Page Distribution

Ad networks are a great way to distribute content. Companies like Tremor Media and Adconion Media Group are leading the way for the creative use of in-page full video stream experiences. Not only can you gain attention by being the only video on the site, you can dynamically update your content and serve numerous clips in one unit.

Syndication

Make sure it’s easy for people to find the content again. That means allowing RSS feeds, and/or download and subscribe with players like Miro or Apples Itunes. Including utility widgets and social bookmarks are also a good idea to help extend engagement and reach.

Video Search

It is highly important to ensure your content is optimized for video search engines and as easy as possible to find within the plethora of videosearch sites. Blinx for example even has guidelines and a community wiki to help content creators maximize their results.

P2P Distribution

Sites and Media Partners like Tremor Media offer the option to make your content more visible when people search for P2P video downloads on sites like uTorrent and Vuze etc. It is also possible to purchase keywords that will guarantee discoverability.

To find out more about how One Vision TV can help you with video distribution, syndication or website presenter services please get in touch by using the contact form above.

We had a lot of fun last week shooting some more video content for our clients websites. Starting the day with a short video production for the Iphone our main challenge was getting the right type of lighting setup. As our video production centered on the use of a green screen the main focus was on providing plenty of light on the website presenter/ model, predominantly in the foreground, without casting any shadows on the background material. During the Iphone shoot  there was also the added difficulty of having to shoot the website presenter through a Perspex screen which was being washed as part of the video and reflections left, right and centre seemed to make our life difficult for the first half an hour or so. However, we soon found a way around this problem and with a couple of readjustments and, with the help of our technical lighting guru and some stand alone lighting grids, we were able to get a fantastic result.

The next few videos involved filming material for our new website presenter gallery. We thought it would be useful to have video introductions to our roster of website presenters as opposed to static images and text. We had 7 website presenters in all who did a variety of short introductory pieces to camera. These will be used to help prospective customers get a real taste of each Presenters style and personality. They can then choose the presenters they want to use in their own online video production. Following on from this we shot a short video for an online Retail company specializing in Baby Products. They had a great product with distribution in a number of large retail outlets but it needed a boost in sales. One of the main problems was that people weren’t able to get an idea of what the product was all about through the number of thumbnail images and descriptions on the website. The use of the video presenter was seen as a perfect tool for explaining and demonstrating the different features and benefits the product had to offer. By combining a presenter demonstration with animated text and animation we were able to create a buzz around not only the product itself but also the joy it could bring.

Towards the end of the day we shot 3 website presenter videos. Our clients included an Accountancy, a Financial firm and an online DVD company. All used different presenters to create unique and engaging introductions to their websites. The videos were all between 40-60 seconds in length and are being used to personalize a core message the clinets wanted to communicate to their website visitors. Each of these online video productions will be featured in our video gallery in a week’s time so keep an eye out!.

(For those of you that don’t know Green-screens are used for mixing two images or frames together, in which a colour (or a small colour range) from one image is removed. Common uses of this application include special effects in feature films or more commonly, the weather forecast, where a green screen is replaced by a map of the British Isles. By using them in conjunction with websites we are able to add background text and animation that enhances the content of the actual presentation. In some instances we actually use the background of a website itself depending on the purpose of the video but essentially the Green-screen can be replaced with anything you want and the result can result in a number of exciting possibilities).

Viral marketing usually takes the form of a short film or video clip which is designed to entertain and/or invite participation of the viewer whilst creating brand awareness.

It is thought that the average person will tell eleven people about a bad product or service but only three people about a product they like. Viral marketing relies on this aspect of human nature to pass a message to many people in a short period of time.

The Internet is an extremely fast way of promoting a product whilst driving exposure, traffic and sales to a business. Products and services can be communicated to a worldwide consumer base by making use of existing resources such as blogs, social networking sites and video sharing sites such as YouTube.

Viral marketing campaigns can also be promoted easily by adding links from the company website, adding links to email’s and with targeted pay per click campaigns. Making sure the viral is easy to share is the most important part of the campaign.

Viral marketing works for companies of all sizes, anyone can have a great marketing idea regardless of resources. The most important thing is to get peoples attention, make the viral memorable and fun, something that people will want to get involved with.

If people can interact with the campaign there is even more chance they will pass the message along. By inviting people to share their experiences of a product or asking for their suggestion you are making the product their own and at the same time demonstrating customer confidence.

Two way advertising can include contests to create adverts or logo’s, and offering a good, company related prize aimed at your target audience will only serve to increase the participation.

Using open ended video stories that capture the imagination but do not reveal the whole message can also be an effective way of encouraging people to find out more. Offering a website address to find out more information is a great way of attracting people to find out more about your product whilst increasing traffic to your site and in turn, increasing your search engine rankings and enquiries.

Another important part of a viral is branding. Make sure the viewer eventually finds out what your product is or the campaign will be pointless! Giving the campaign an easy to remember title will also make sure it stays in peoples minds and that they can pass it on to their friends. Using the campaign name in the page URL will also help in terms of search engine results meaning that people will be easily able to find your campaign online.

When creating a viral campaign it is always a good idea to try to write from the viewers perspective, making sure they understand any references or jokes. Make the product sound ‘cool’ but keep the message simple, if it is too complicated the viewer will lose interest and won’t bother to pass it on.

Finally, make sure the resources are available to cope if the campaign is a success. Once the viral is circulating there can be thousands of people visiting and linking to it, this increased activity can slow down or completely take a server down which would be a disaster if after all that promotion no one can see your viral!

For more information about creating a Viral for your business, call us on 07966 509701