According to the Unica State of Marketing 2010 study, video is the most adopted rich media marketing tactic today. Videos, created by marketing, rank first followed by streaming media, podcasts, YouTube, and ads within online videos represent the media tactics expected to be used most in the coming year. Year over year growth in the next 12 months for all these tactics is expected to be in the 20% range. Combine this study with what we already know about the internet. Search engines Google and Yahoo are the most visited websites on the internet. Number three is YouTube. Number four and climbing is Facebook. 99% of all videos viewed off Google originated from YouTube. And Facebook allows the posting of videos or of links to online video or streaming media. It’s increasingly evident that when a person is online they are looking at video more than they are looking for text or graphics.

Search engine optimization is actually the most obvious reason why you need video in your marketing scheme. So when you type into the search bar that which you seek and then click the search button the algorithms in Google or whatever site you may be using for your search heavily favor video as the answer to your query. Recently we started a group who meets specifically to help their You Tube videos rank higher in the search engines. Let me tell you that it is working and even better results are to be had if you include the URL for the company address within the caption of the video.

It is getting more cost effective to produce quality video. Generally a full 1-2 minute commercial shot and produced video is still going to cost you a few thousand dollars. But alternatives exist, including slide show video production. Several downriver firms including Photo Graphics USA offer 30 second video with text, graphics, scripting, and voice talent narrative for less than $300. If a business person is a good reader, and clear and dynamic speaker you can do an elevator speech for much less.

Of course the cheapest option is for you to produce a video on your own. And just like most persons who take do-it-your-self tasks of any kind it’s very likely to look like you did it yourself and the poor quality of the video will reflect accordingly on you and your business. Just like you need an electrician for electrical repairs, and a plumber for plumbing service and repair; you need professionals for production of your commercial video. Though it is also my opinion that you should not think about it too long. Sometimes just getting video up and tweaking it later is also a good way to get a jump on the competition.
With the exception of poor quality do-it-yourself video any form of video on your website, Fan Page, or email is helpful to your businesses marketing and branding goals. Even referring other videos is a great way to build referrals. So once again what will you do today to start producing your business video?

My Best,
Kathy Kane
Market Insights, LLC

Many SEO expert friends of mine have longed to find the answer to the Google Search phenomena of highest search engine ranking kingmanship. The bottom line is and probably will continue to be, that it takes many tweaks and listings and content and links and algorithms and lots more jargon to get your web site listed high in the search engine rankings of Google, Yahoo, MSN, Bing and others.

While discussing the virtues of You Tube with a colleague who has been researching You Tube video seach rankings, he shared the fact that it takes a couple good ratings (stars) and a few reviews to get your video listed above all other, more viewed videos.

For example a video I did for Comfort Keepers. Not many views, but high search rankings based on the stars and review.

Next, search Comfort Keepers in Michigan and all of a sudden it ranked in the top 10 on any search engine. Interesting and exciting! So you make a video, tag it with what people are search for, ask people for reviews and rankings, then watch your web site and video come up more often! Make sure to list your web site within the You Tube video for best results.

My Best,
Kathy Kane
Market Insights, LLC

Things to consider when planning your clip:
1. How will it tie in with your logo, colors and tagline? Where will it be shot/background? Try to use local actors if possible; they will also help promote your video.

2. Do you have a jingle? Keep it simple. I suggest putting a tune with your name and tagline and leave it at that, that being said others like a full blown song to be used throughout the commercial as background. Remember copyrighted music cannot be used.

3. What will be your theme? How will this attract attention to your business, what will make it memorable?

4. Plan out your script. Write down what will be said, what words you want on screen and what you want the actors or photo’s to be doing. You will want at least 6 different “shots”
Shot 1
Shot 2
Shot 3
Shot 4
Shot 5
Shot 6

How to Create Your Video…
You have your script, you’ve hired the actors now what?
You have several options to choose very reasonable video production.
1. Do it yourself- uploading pictures and clips to Microsoft Movie maker.
2. Use an amateur videographer. A student, a budding entrepreneur.
3. Hire a pro. When you hire a pro with script in hand, the price automatically goes down since all they need to do is shoot and edit
Or maybe even….
4. Hold a contest with a valid prize and have your choice of commercials submitted from all aspects of video talent

Good luck and make sure to promote it everywhere! Your web site, your blog, Youtube and other posting sites!
My Best,

Kathy Kane
Market Insights, LLC

I like this form of marketing for two reasons, your clients will appreciate it and forward the video link and it says more about your company coming from someone else than from a well thought out, canned script. I did this concept with a short commercial we produced. It featured actual clients at their locations and promotes well what we can do for them.

Others are doing a good job capturing this concept on You tube. These videos are inexpensive relative to main stream media and with all the traffic on You tube, and opportunity to post links on blogs, sites and social networks, these are effective tools for additional marketing exposure.

http://www.youtube.com/watch?v=IsYtCpFmdkM
http://www.youtube.com/watch?v=72PGdtcvZnY
http://www.youtube.com/watch?v=XrXECZTytgo

What do you think?
My Best Regards,
Kathy Kane
Market Insights, LLC

You Tube is a great way to get your business out there, fast! You can take an interview, commercial or demonstration and download it to a spot on You Tube in a few minutes. You can now put your web link in the title to link it back to your site. I had at least 4 leads this week alone for folks visiting my sites because they found my video on You Tube. What a great way to attract younger clients! Another benefit is if you keep adding video, you have now created an archive that you can refer to regarding your various work. The unfortunate thing about working with You Tube is some companies ban it from their employee usage, so some can’t see it. The other thing is sometimes a really nasty video will come up with your based on the title or how it is tagged. People can comment on your stuff too, so you can either block comments or monitor them.

Check out my videos

Talk Fusion is a cool concept because it allows you to bulk email a video that is encased with your logo and includes all contact information. I like it because you know who watches it and if they show any interest in the program. It’s a great way to say thanks to a new client (with a personal video) and a great way to also archive tips, interviews or presentations. I also use it as a link on web sites to promote various programs. It is great because it promotes “the personal touch” with professional templates. Unfortunately some links are blocked by employers and the speed capacity of uploading and downloading needs to be improved. Some people just won’t click another link or cancel out if it takes too long and sometimes it takes too long to get it programed and new email added. But I plan to use it more in 2009 because those who can view it, do seem to take action on the message more frequently than a regular email. Here is a sample

The main thing is to start considering video for your business, it will be as necessary as e-mail in upcoming years and an inexpensive part of your marketing plan.
My Best,

Kathy Kane

There are many budding video entrepreneurs who can whip up a 30 second commercial in no time. You can even do it yourself by uploading pictures and clips to Microsoft Movie maker.

Things to consider when thinking about your clip:
How will it tie in with your logo, colors and tagline?

Do you have a jingle? Keep it simple. I suggest putting a tune with your name and tagline and leave it at that, that being said others like a full blown song to be used throughout the commercial as background.

Plan out your script. Write down what will be said, what words you want on screen and what you want the actors or photo’s to be doing.
How will this attract attention to your business, what will make it memorable?
Keep it simple and use only one or two locations.
Make sure to use local actors if possible, they will also help drive your traffic.

How can you promote it besides your web site?
Send an e-mail requesting comments and suggestions.
Post the link on all your organization bulletin boards.
Write about your new commercial to your friends and family and submitted it to various web sites and contests.

If you want to eventually advertise on cable or local access channels you are now all set to just transfer the file and go national! A little time and effort can reap great results in form of feedback, site hits and a positive message in more than just print for the whole internet to see. Good luck and get taping before they start charging for this great advertising opportunity!

Check out our video at www.marketinsights.us

My Best,

Kathy Kane
Market Insights