The trend I am seeing coming from the US in marketing is the addition of video to things like websites, promotional DVDs and blogs. Think of the explosion of You Tube. More people watch You Tube across the world each day than people watch TV.
The cutting edge of the trend is live self-broadcast TV streamed from your website. Think of it like your own ongoing TV program. One of the gurus in this is a guy who talks about wine - Gary Vaynerchuck. A guy who is passionate about wine talks about it in laypersons terms complete with plastic character toys. It is out there, loud, real and he out-rates many of the top US TV shows.
People want to see you, engage with you, look you in the eye and check you out as a person. They want to see if you really are sincere about your product or service. They don't want a highly polished TV presenter. They want to see and connect with the real person, warts and all. If you are too polished they click away as they can't connect with you.
With a website you only have a few seconds to grab someone's attention. With the addition of video their average length of stay on your site increases. Length of time someone stays increases the likelihood of them signing up for your newsletter, reading your words or buying your product. So, going by trends, the addition of video to your site or your blog is something worth considering.
If you are going to add in video (and we still call it video even though it is something else) to your website or your marketing mix, what should you do and how should you do it?
The technology
Let's start with some basics. The technology you use does not have to be complex or expensive.
It is possible to add video to your homepage for $12US. Use your web camera to record the film of what you want to say. Then use Microsoft Movie Maker (free with windows XP) to edit the film. One cool tool is Video Web Wizard to convert the film to a flash file and to put the little TV screen around the film. Finally add your flash file into your website.
The words
What you say on your video is important. You need to treat it just like any other piece of copywriting. Consider your audience and what they are interested in hearing about. You need to have a logical flow through your words and you need to have a strong call to action in conclusion.
You also need to keep it simple, and not too long. Use a copywriter to help you refine your words if you are not confident in what you are going to say to present your business in its best light.
Adding video to your home page should not replace your general words and text. Remember the search engines can't index a video so you still need your keyword rich text beneath your video to help search engines find you.
General stuff
While the people want to connect with you, you want to make sure the location you are filming in is attractive, not too distracting in the background and has sufficient light (you don't want to look like you are in a nightclub).
You also want your basic appearance to be neat and tidy. Remember to smile, to look down the lens of the camera (and not to the side or away as that can make you look shifty). Remember to blink - some people get the fixed in the headlights stare look and forget to blink.
Don't expect to get it right the first take.
Rehearse your words until you are confident with them, and then expect a few goes to get your video to the point you are happy with it.
Finally it is OK to change things around. The technology is now so simple you can change it as often as you are comfortable with doing it - daily if you like.
So dip your toes into the waters of video marketing. Like everything you need to test and measure your results to make sure it is working for you.
Small Business Marketing Bible
Think back to the time you started your business. Chances are it was because you enjoyed being in a particular industry ? you had a passion about your product or service, and wanted to share it with the world. But did you ever stop and say to yourself, ?I can't wait to market this business?? Probably not. That unfortunately is why many of today's small businesses fail. The owners try everything they can think of to save their business, yet they miss out on the one opportunity that can turn their business into true success: hiring a small business marketing consultant.
A small business marketing consultant specializes in learning the top ways to market a business; creates strategies that will help businesses double, even triple their current profits; and teaches the most effective methods for increasing the bottom line of any business.
In today's business world, there are two types of small business marketing consultants:
* Traditional small business marketing consultants
* Online small business marketing consultants
A traditional small business marketing consultant can help you create a marketing strategy using traditional tools. They understand how to advertise your business. They understand the importance of branding. They can help you write copy, and create dynamic promotional pieces. In short, they understand how to marketing your business well in the traditional environment.
But if someone has been in the marketing field for a number of years, and understands traditional marketing venues well, what they may not be good at is making the transition to the online world. And there is a world of difference between traditional and online marketing.
An online small business marketing consultant understands the same strategies used in traditional marketing. They understand advertising. They understand branding. They understand the importance for creating dynamic promotional pieces. But from there is where the differences begin.
An online small business marketing consultant realizes that you sell differently online than you do off. It takes different strategies, different copy, and different promotional materials to succeed online. Not only should a consultant provide you with traditional methods, but they should make sure these methods feed the online world as well.
For example, a postcard sent out direct mail has always been a successful tool. But if you send out that postcard asking for the reader to take one action step ? heading to a website to sign up for a free report ? you success rate for that postcard will improve dramatically.
While this technique may seem simple, there are many techniques just like this that can bridge the traditional and online world together, and make your business stronger and more profitable. It's all in what you know ? and whom you ask to help make it a possibility.
Both Ingrid Cliff & Lori Osterberg are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Ingrid Cliff has sinced written about articles on various topics from Marketing, Web Development and Health Care. Ingrid Cliff is a Freelance Copywriter with her Brisbane Copywriting Business (Heart Harmony). Ingrid writes a free weekly small business newsletter packed full of articles and tips and Small Business Ideas blog for small businesses.. Ingrid Cliff's top article generates over 60500 views. to your Favourites.
Lori Osterberg has sinced written about articles on various topics from Internet Marketing, Small Business and Ideas for Scrapbooking. Lori Osterberg is a small business marketing consultant who helps business owners build a successful small business. She consults with owners to show them how to develop a strong Internet presence, and provides many services such as paid search, search op. Lori Osterberg's top article generates over 12100 views. to your Favourites.
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