Video Marketing Case Study
This is a great example of video marketing and the positive sales effect it had on an ipad application when the video went viral.
When CEO Jeff was asked how his application jumped 12 rankings he said “By cutting the price of the application by 67%, and getting featured in a viral YouTube video. More important than the price cut is the video of a cat playing with an iPad that went viral last week, Jeff says”.
The Magic Piano application made it to number 3 on the charts from number 15 in the rankings. As I’m writting this views on the video are close to 4 million!
Top downloads average approximately 2,000 downloads per day as compared to half or 1,000 downloads for applications that rank lower than 5. Basically with one video sales doubled.
So as you can see the effects of video marketing when a video goes viral has an enormous effect on sales. Where else can you get this type of exposure for free?
It’s too bad that the ipad app had been discounted before the video went viral. As you can see video marketing is very powerful!
You Tube is one of the most visited websites in the world. On Friday October 9th 2009, You Tube’s official blog has announced that they have hit 1 billion Views per day (actually around 1.2 Billion and counting). In just 7 months that figure has doubled. As of May 2010 You Tube reports 2 billion views per day.
There are over 55 video sharing sites that are growing in popularity as well, including niche specific sites, like those for internet marketing. As a result of the gain in popularity of video sharing sites, more marketers are turning to video as a way to promote and brand themselves as well as their products and services.
Almost any type of product or service can be promoted through video, but it’s important to do it properly. People usually do not visit video sites to watch commercials. The exceptions, of course are the people who want to watch classical commercials, such as the super bowl commercials.
But for the most part, people have learned to tune out commercials and prefer not to watch them and will avoid videos that come off as a sales pitch. People search for entertainment or to educate themselves on certain topics. If you want your videos to be viewed a lot, you need to either produce a video that is exceptionally funny, exciting, controversial or instructive such as a “how to” video.
If your released videos offer a lot of quality content, they have a good chance of going viral, which is ideal for any marketer wanting to become known and respected. Video is extremely powerful not only because of the sheer number of people who view video sharing sites every day, but because it can be much more persuasive than reading a lengthy article and people enjoy watching the personal aspect.
Some people respond better to writing, but others respond better to video, personally I respond better to video. Being natural by being yourself on a video can really help you to get your point across to people who don’t read well, or people who really hate to read. Many marketers feel they don’t look good on camera, or don’t have the budget to produce quality videos.
That’s one big reason behind the popularity of Camtasia. Camtasia is a software program that enables you to produce videos by taking video screenshots of your computer. You simply select a portion of your screen to be shown, follow a script that you have prepared for narration and create your video. For example people utilize Camtasia to produce simple how to technical presentations for their audience such as how to install the Akismet plug-in on your blog.
You can also use a microphone to record your voice explaining the process as you go through your instructions or even outsource a professional voice actor or narrator. Camtasia is simple to use and popular for people who are not technical. Of course there are many others Keynote, Screenflow, Imovie, Moviemaker, Sony Vegas, Pinnacle Studio, Adobe etc etc.
Most people are able to make their first video with their choice of editing software and within an hour or two of installing the software and familiarizing themselves with the program. This makes it perfect for almost any marketer. If you are promoting an e-Book about Wordpress, then your video could be a short tutorial about one aspect of how to make a plug in work for example or how to add videos to your Wordpress blog.
You can literally accomplish this with practically any type of product. Let’s say your product is an exercise DVD, you can post a couple of examples of the benefits of your DVD. Show how to do a proper lunge with weights or the importance of a warm up before and after a rigorous exercise routine.
If your product is about how to make money with an e-Book that you created about traveling the railroad systems in Europe, you could have a couple of sample videos on how to plan your trip to save money, or what to pack for a rail trip. There are just tons of possibilities and you are limited only by your imagination.
Critique other videos in your niche and make a mental note about what kept you watching or what made you click to something else, then make sure you have someone critique your video before you upload it to the Internet. Edit it until you get it right; remember those videos are a permanent reflection about you, your business and your character.
Even if you don’t want to post your videos to the video sharing sites, you can post them on your own site or blog. You can even put video on your sales page for higher conversions. You can also produce a video tutorial product. There are many possibilities in
Video creation and can be a highly effective and important selling tool, so treat it seriously because it’s your brand and leaves a lasting memorable impression in your buyers mind so make that impression a good one! In the real estate market its like the front door of a house, in your Internet business Video Marketing is the front door to your business.
50 Keypoints to Video Marketing
1. Spread your videos to as many websites as possible.
2. Utilize social media sites like Facebook, Twitter and Digg to post your videos.
3. Create well thought out, professional style videos that are edited properly.
4. Make sure that your audio on your videos is clear and easy to understand by viewers.
5. Quality content that is engaging and informative will engage viewers longer.
6. Keep your videos concise and to the point, edit out useless verbiage and babble.
7. Make sure to display your logo and website URL on the video with text at the end or beginning and allow the URL to display long enough for someone to copy your URL. If you decide to display your URL throughout the entire video
8. If you decide to display your URL throughout the entire video do it discreetly without making people feel you are pushing the URL into their face.
9. A good camera and editing equipment is important but not necessary in the beginning, engaging quality is the most important thing.
10. Start with a high resolution of the video as high as possible; you can always decrease resolution not increase.
11. Be aware of color hues and disturbing patterns that distract from viewing.
12. Be yourself. Don’t try to be something you are not it comes across as fake and people detect that instantly.
13. Try not to come across with too much personality it’s not appealing and its boring remember just be yourself and give the viewer value.
14. Tape yourself over and over to see how other people will perceive your video before you publish content to the web.
15. Create a series of ongoing training videos that are related and broken into 2 to 3 minute clips to entice a following of returning viewers.
16. Be aware of your surroundings, and create a pleasant backdrop
17. Try to limit the video to a couple of minutes if possible. After about two and a
half minutes, users generally tend to lose interest and move onto something
else.
18. Stick to a schedule if you record a series, people will feel let down if your promises aren’t kept and you will loose your audience.
19. A quick sign off catch phrase will stick in people’s minds and is a form of branding that people will remember.
20. Ask sincerely for feedback from your viewers. Some people will not comment unless you ask them to.
21. Ignore negative spamming comments or delete them unless it’s a valid point that you can respond to in a calm intelligent matter. Controversy can sell.
22. Be very aware of copywriter codes and standards with music and all content.
23. Create the title with your keywords and the market you are trying to reach in mind.
24. Keywords will also direct the search engines for search placement.
25. Utilize tags and list at least 5 long or short term versions of what your end user searches for in the market you are tapping into.
26. Alert your social media platforms of a new video post and ask for comments.
27. Use as many places as you can to embed your video, like Facebook,
MySpace, Digg, Twitter, your home page.
28. Inform email subscribers and customers when a new video is posted.
29. Add your video to various communities and subject areas of YouTube for
more exposure. Do a video response to other niche videos.
30. DM a thank you to people who post comments or consider themselves
followers with a free e-book.
31. Be patient and practice making good videos and building a credible channel.
32. Write the script in advance for serious videos. While impromptu videos are alright, the quality and message takes a lot of patience on the viewers end
33. Use analytics tools like YouTube Insight to track your sources and hits.
34. People look for answers so give them what they want.
35. Do not make your video an ad. Create enough intrigue or valuable content to entice people to click on your link for more information.
36. Choose the thumbnail wisely. YouTube allows you to choose the opening thumbnail.
37. Schedule new releases once a week or monthly if you have quality content to share. Brainstorm ideas research what people are searching for and create content and put yourself on a schedule.
38. To populate your channel submit 3 or 4 at once to get things rolling.
39. Create product review videos after you have thoroughly researched the product and used it yourself. Point out the positive aspects in a list as well as helpful product revisions to consider.
40. Good content will get embedded and you will be marketed for free by other people’s efforts. Good leverage.
41. Add a business email in your description if you want people to contact you directly.
42. View other videos that are related to your product or service and fill the void that they are missing and people are looking for.
43. Decide who your target audience is, write down 10 aspects that will help your audience in some way and produce short videos that solve a problem.
44. Upload webcam live videos for viewers that allow them to get acquainted with you personally but don’t overdue it.
45. Update your channel and profile information.
46. Although certain cuss words are appropriate in certain situations to get a point across avoid using them. A lot of people are turned off by loose verbiage.
47. A quick intro with a brand song and logo are useful but keep it very short and sweet.
48. Specify your channel type, and have a clear sense of what you’re offering on
the channel’s main page
49. Utilize Yahoo Video and other sites to get your video exposed to other
audiences.
50. Be yourself, add value entice people to keep following and get to work!
Online Video Marketing Analysis Tools
Visible Measures has introduced a very kewl trend research tool for videos that anyone can use in it’s beta version called Trends. Use this tool for benchmarking, performance, views, effectiveness, number of comments, ratings etc.. A great way not only for ideas for your own online videos, but also assist you to better understand your market responses to certain tactics and produce better videos yourself.
Video Marketing is 600% More Effective Than The Written Word
As a savvy small business owner and entrepreneur, you’ve got to use every low-cost marketing weapon in your arsenal. And the most effective and dynamic, new marketing tool is Online Video. As you know, online video is exploding in popularity, and companies large and small are using it to promote their businesses with amazing results.
Since the dawn of YouTube, marketing with video has become the best way to connect with customers and drive sales. In fact, studies show that video is 600% more effective than text alone in delivering your message. 600%!
If you haven’t had the time or resources or know-how to jump on this trend, now you’re in luck. Finally, you can harness the power of video for yourself with the help of my friend and colleague, Lou Bortone – The Online Video Guy!
Lou has a number of products and services that can help you get video on your website, blog or any of the video-hosting sites like YouTube. Whether you prefer an e-book, an e-course or one-on-one e-coaching, Lou has all the tools you need to get your own video online quickly, easily and inexpensively. You’ll be surprised at just how easy it is to use Online Video as a marketing and sales tool – and you’ll wonder why you waited so long to jump on the video bandwagon!
Lets Talk Tools of The Trade
David Risley of davidrisley.com explains breifly what you will need to get setup.
Start With a Flip Camera
These compact, easy-to-use camcorders allow you to start recording quickly and then immediately upload footage to video-sharing websites or display them on your television. These affordable camcorders are a great way to start marketing online as well as documenting important events, family vacations, or anything you need to see to believe. The shoot and share video learning guide is all you have to read to make a sound decision on your choice for a flip camera. These little pocket size cameras have a built in usb cable in the camera so you can plug in anywhere and upload a video to social media sights and they have editing software built into the camera. Pretty Amazing and for under $100 dollars you are now producing marketing tools to promote your product or service online to facebook and youtube which is extremely powerful!
I was incredibly impressed by a fellow marketers short video on his blog and had to ask him what camera he was using. He was kind enough to write me back immediately and told me it was the KodakZ18. Check out his video to see the amazing definition in the foreground as well as the background. First Snow
Tube Mogul is The Best For Distributing Your Fabulous Videos
Tube Mogul is the creme de la creme when it comes to distributing your videos online. Don’t you just love free enterprise, competition and all that that involves! Tube Mogul is a free service that is in a class by itself. They don’t charge you monthly fees to use their service, but if you feel cheated and want to pay you can for some outstanding benefits.
Tube mogul is a distribution service that automatically puts your video on over 20 video sharing sites for free. The really kewl thing about Tube Mogul is that they automatically optimize your videos for playback on those sights and will re encode them for you. They also have real time analytics so you may want to pay close attention to why people may be opting in or out and optimize those videos.
Here is a video link to their sight that will familiarize you with Tube Mogul and what you can expect to accomplish by choosing them.
