Episode XI Studios

How to reach prospective customers with video marketing

Video communication is an efficient means of reaching prospective customers, of promoting the presentation of your products or services. The use of videos on the Internet brings numerous advantages. It is a great solution with great impact on the visitor. It combines the advantages of “classic” TV advertising with the Internet’s most important characteristic, interactivity.

The ad becomes thus more attractive to the Web surfer, who becomes more receptive to what you have to offer. Online marketing is therefore more cost effective than regular TV ads, simply because, on the one hand, it’s less expensive to produce and disseminate, and on the other hand, it makes customer targeting a lot easier too.

A Definition

If we were to define the online video marketing concept, it would be as a marketing strategy used by companies in order to promote products and services, by making use of short, catchy, informative videos, with the purpose of inducing awareness to the prospective customers about the promoted products/services and enticing them into purchasing the above-mentioned products/services.

Characteristics of Online Video Marketing

It is common knowledge that nowadays people enjoy more to watch a screen (be it a TV’s or a PC’s) than reading. Information is delivered at a higher rate via images than through text.

The main advantage that Internet marketing videos have over the traditional, text format approach is that videos can get to the point much faster and waste less of the precious time of prospective customers. Instead of having the Web users go over some pages of text, trying to figure out the message that you’re actually trying to convey, you can deliver the same message in a small percentage of that time in a more attractive and inciting manner.

When to Use Video

Marketing videos can be used when a company decides to promote, a bit more aggressively (in the good way), one or more of its products/services. They can help reach the prospects better, on a well-trodden path, that of visual advertising, laid before them by television. Given that more and more people nowadays turn to Internet in search of information, served hot and fast, Internet marketing videos come naturally to supplement the Web user’s need for new, for useful, for sensational.

Advantages of Video Advertising

If you decide to use video in your marketing campaigns, it’s a very good option. It is catchier than other types of advertising. It captures the Web user’s attention easier and transports your message to prospects much faster than simple text.

A video ad can contain a demonstration of a product’s use and usability. Add to that a human face and a very pleasant voice (or even a well harmonized combination of a woman’s voice with a man’s), and you can have your prospects wrapper around your finger. By using these techniques, the prospective customer can relate more to your company and to what you’re promoting.

A Few Tips

It is important not just to take the video you made and put it in a video directory and just sit back and wait for it to bring you loads of prospects. The road to a nice result is similar to the regular Search Engine Optimization way. Bear in mind that videos are a gourmet dish for search engines, so it’s best that you take some time and prepare it accordingly. Use the right ingredients, so to speak.

Today’s technology offers you many opportunities to track traffic and analyze results. Take your time and make an effort (which will be rewarded in the end) to measure the impact that your videos have had on the prospects and to measure their performance. Search for tools that can tell you how much of your video was played before the visitor closed it, how many prospects actually decided to pay your site a visit after watching your video add on a different website, how many of these visits converted into sales, and so on.

Just because you have invested some time and effort in one or several videos, it doesn’t mean that you should leave out content. It’s still an important part of your business. Offer your visitors enough information on the site. Remember that marketing videos are meant to promote your business, to inspire Web surfers to visit your site and, luckily, convert into sales.

Many experts advise to use the videos on the first page. It’s like handing out your business card. The first page recommends you, and we all know that first impression counts. Don’t tuck your marketing video away, on some page that a visitor might not even get to. Make it visible. Anyway, give your site visitors the opportunity to skip your video. Maybe they’re not in the mood for watching it, and the last thing you want is an annoyed visitor.

Optimizing Videos for Search Engines
Optimize not only for video search engines, but also for content search engines. A good approach would be to use meta tags for the content (text) of the page where your video is placed.

Give relevant names to your videos. It’s highly improbable that your video will show up in the SERPs if it is called “12032002.mov” rather than “XYZ- antivirus-demo.mov”.

Use keywords in the video titles and their descriptions. Video search engines will find it much easier to index your video files and link it to your web pages.

Use anchor text if you link to the video from other pages of your Web site.

Make sure the video files you submit have the proper extension.

Make it short. Say in 2 minutes what would take a normal person 10 minutes to read on paper (or on a Web page).

SEO professionals recommend creating separate video site maps, which can be submitted to video and content search engines alike. Both kinds of SEs will index these site maps.

Remember to include RSS feeds. Metadata can be inserted here.

Research, measure, test, report and optimize.

Promoting a Video
The keyword for the success of any online marketing video is “submitting”. The best choices are video hosting sites like YouTube , Yahoo! Videos , or Google Videos . The main advantages are that your videos will be hosted for free and they will not take up any of your site’s bandwidth.

Share your videos. If you really want to make yourself known, allow users to be able to link to your videos. Viral marketing videos are the best way to make companies (and, subsequently, their products/services) known across quite vast Internet user communities. They carry a company’s name across the Web at far greater speeds than any other marketing tool in existence.

Don’t forget to add such phrases as “Tell a friend” or “Visit our Web site” at the end of your video.

Conclusions

Use online marketing video to supplement the “traditional” TV ad campaign. Online and broadcast go hand in hand, they don’t exclude one another. Online marketing videos give you the opportunity to communicate important messages to people more accurately and efficiently than ever. Use videos to differentiate your business from your competitors’, to make yourself known and stand out of the crowd.

The Internet marketing videos must be short enough no to get Web users bored and drive them away from your site. Video ads on the Web must be significantly shorter than those usually seen on TV. Web users don’t like to waste time, and they are fed up with never-ending ads.

Published on: July 23, 2007
http://www.avangate.com/articles/video-marketing_87.htm

As time approaches the beginning of the 2008 Olympic Games in Beijing, media reports quickly escalate, boasting of China’s preparation. How true are those reports?

During my 32 trips to China over the last several years, I have firsthand knowledge of just what the Chinese government Olympic preparation actually involves. In Beijing’s historic Qianmen, where Olympic marathon runners will pass, stand old grey-brick storefronts, however Olympic participants will not see the current Qianmen district, but a modern updated one. The old storefronts are being replaced by two and three-story commercial buildings,housing brands such as Prada, Rolex, and Starbucks. The surrounding property is prepared to build pricier residences, hotels, and high-end restaurants.The problem is, before now the property was home to 10,000 Chinese families.The government is now in the process of moving those families to make wayfor this highly visible Olympic background.

Sun Yunyu, 55 told reporters that she was forced out of her home and watched as police and security officials took furniture. Her home now stands half demolished, and her stone decorated door destroyed (Decorating in stone, theChinese  people  display  the year in which they acquired their home).Receiving $100 per square foot for their homes, Sun and most of the othershave moved to cheaper properties.

Another method that the Chinese government uses to beautify the Olympic background is building “privacy” walls along some of the highways, blockingmost of the view to nearby neighborhoods. I say most because visible justover the wall are perfectly constructed and maintained rooftops. One mightsay that, based on this view, the Chinese people live in very comfortablemodern homes. However, the rooftops are only a façade. A look over the wallshows that the rooftops are just that-rooftops. Built on a wooden structure,the rooftops are meant to hide how the Chinese people really live.

Now, don’t misunderstand me, some of the Chinese people do live in nicehomes, apartments, and bungalows. Factually, some of the wealthiest peoplein the world live in Hong Kong, now Chinese owned. Most, however, livewithin four concrete walls, without air-conditioning or heat.

It amazes me how little we (business owners) know about effective and efficient networking. I would like to offer my opinion on the subject and invite your feedback. I consider myself fairly well connected, with affiliations in numerous chambers, Masonic organizations, and The Good Fellows Club. I believe that networking is one of the very best ways of building relationships. Did you hear what I said? I said building relationships, not building business. If you go into networking thinking that you are building your business through those actions, you’re wrong.

Ask anyone who has been in a successful business for many years, and most will agree that relationships are what build empires. Chances are that the person whom you met at last night’s function will probably not do business with you; but if you take the time to get to know that person, do your best to help them with their needs, it will come back to you exponentially.

The old saying is do unto others as you would have them do unto you. I have a better solution and it says: do unto others as they would have you do unto them. The manner in which you like to be talked to, dealt with, and behaved toward is probably very different than those that you may be working with. Get to know each person in your network and genuinely build that relationship.

Five tips that I have learned:

1) Try very hard to remember those in your network. If someone introduces himself or herself to me more than twice, I take them out of my database, and because I do not exist to them, they don’t exist to me!

2) Never look beyond the person that you are speaking with to greet someone else. You may as well have told that person that they weren’t as important to you as the person behind them.

3) Never interrupt a conversation that someone is having. Remain just outside the circle and wait for an invitation.

4) Never, never, never give your business card to anyone that doesn’t ask for it. Nobody cares about you, your product, or service until they ask.

5) Networking is the purpose of getting to know someone that you don’t already know. If you know the person next to you fairly well, move on to someone you don’t. If you stay in your click you aren’t helping yourself or anyone else.

6) Offer to be the expert networker. If someone new comes to the group and you know someone else who may be a good contact for them, make the introduction.

Whatever your spiritual or religious preference, they all say the same thing-Help your fellow man/women. There is a reason that we should help each other, and helping each other is part of our purpose. The more you help other people get what they want, the more people will help you get what you want. It is one of the Universal truths. On the other hand, by believing in, and only working for the Me syndrome, your network will quickly see through your facade and within four years, you will be out of business and looking to that same network to help, but no help will be there.

In closing, build your network with the understanding that you are making life-long connections. Understand the need to keep in touch with those in your network and offer your help when needed. Be grateful that you are helping someone else obtain their goals, and they in turn will be grateful to help you obtain yours.

A professionally shot video for $600?

The Big-Box Store mentality comes to video. I don’t have to tell you the importance of video for business. If you don’t already know, you may soon be out of business. So, with that being said, what if a video company could look to the big-box store chains and copy their business model-Video production would be much more affordable.

Welcome to the wholesale of video production. One day per month, Episode 11 Studios will setup at a central, convenient location and video your company talking head or interview-style 2-minute video for only $600. This is $2000 less than market price if we were required to come to you.

We only set up one day per month and only accept the first 8 clients. Call today to setup your appointment. We can be reached at 704.998.3711 or by email at info@episodexistudios.com.

Episode XI Studios recently completed a video project for the Bed & Bike Inn in Gold Hill, North Carolina. We learned that there was yet another place in North Carolina that we had overlooked, and it is now our mission to educate Charlotteans about what is right here in our own backyards. If you have been looking for a weekend getaway that’s not really far away, this is a perfect spot.

The Inn has accommodations to suit every taste, from those who want to enjoy the rustic atmosphere of the log house, to the more modern and updated Grove House, or rough it in the cabin.

Only an hour from Charlotte, the Bed & Bike Inn is close to more entertainment options than we ever knew about. We highly recommend visiting Historic Gold Hill and enjoying a meal at Miss Ruby’s Restaurant (yummm).

Uwharrie Tours, owned and operated by the Inn’s owners, offers winery tours, moonlight kayaking, antique shopping tours, pottery tours, and much more.

We thought that the best part of the Inn was the quiet surroundings and the opportunity to just relax on the hammock and take a nap (when we weren’t shooting the video, of course).

Have a look: http://episodexistudios.com/images/Web_Media/BedBikeInn.html

We recently had the pleasure of meeting Joe Murtagh at a Visit Charlotte function. Joe has been connecting audiences to their dreams and helping them promote their businesses for over 35 years as a keynote speaker, author of 9 books and Business Journal columnist. The DreamSpeaker is an expert in these areas and has created a complete learning system on each topic. He has published over 200 columns on these subjects.

Fall Nail Driver Open Golf TournamentHome Builders Association

Episode XI Studios is sponsoring a hole at the Golf Tournament for the Home Builders Association on October 2nd. We are planning to take pictures of the golf teams as they pass through our area and distribute them after the event. The tournament typically brings in around 220 players and is being held at the Skybrook Golf Club in Huntersville, NC. If you are interested in getting more information, please call the HBA at 704-376-8524.

ending links to video e-mails has several advantages over attaching videos directly to e-mails. Social networks are changing the face of marketing and video e-mails.

Video e-mail marketing provides the ability to embed videos in e-mails or provide a link to a video file. Providing a link to a video file is the best option. This avoids the problem of sending video messages as attachments, which sometimes have difficulty getting through.

Social networks are changing the face of marketing and how businesses contact their customers. E-newsletters are still good for providing information; however video e-mails using social networks is becoming the newest venue for providing quick short information to potential and current customers.

Disadvantages of Video E-mail Attachments

There are more disadvantages to attaching videos to e-mails than there are advantages, such as:

• Video attachments are typically too large for most people to receive.
• Most people will not open attachments to avoid the possibility of infecting their computer with a virus.
• Many businesses block their employees’ ability to receive e-mail video attachments.

Video E-mail Links

Sending links to video e-mails means more people are more likely to see the intended message, especially if the video is 3 minutes long or less. Some people may watch a video up to 5 minutes; however videos longer than 5 minutes are not generally watched.

This length of time was determined by researching some of the most viewed videos on social networks and averaging the length of these videos. This corresponds to the known factor of the short attention span of typical Internet users today. Short easy to view videos are generally receiving the most hits on the Internet. If the topics are really interesting, then viewers may stay a little longer.

Social Networks and Videos

The most popular social networks which allow people to post videos include:

• YouTube
• MySpace
• Facebook
• Bebo
• Flickr

These social networks have advantages for using a link for video e-mails:

• Controlled Groups – the person posting the video for their e-mail can control group members
• Privacy Controls – again the person posting the video can limit access

Marketing Applications of Video E-mails

Using videos for marketing products and services has several advantages. This is because busy people multitask and it gets difficult if they need to read articles or new information. With a video e-mail they can be scanning their papers and watching the video at the same time. Of course this means the video must be catchy to grab their full attention.

Business uses of video e-mail software include:

• Announcements of new products
• Announcements of special promotions and limited offers
• Announcements of newly acquired business ventures to potential and current customers
• Human Relations position announcements
• Announcements of employee promotions that are in direct contact with customers
• Personal congratulation messages to customers
• And many more options

Video e-mails are becoming a popular method of sending direct marketing information to potential and current customers over the Internet. Using social networks allows any business to send links to marketing videos.

As with any e-mail marketing campaign, the business needs to comply with the Can Spam Act of 2003 and only send video e-mails to current customers and others who have opted-in to receive e-mails from the business.

Online video is big and getting bigger. So much so that it’s rapidly changing the communications landscape. And we have some great models to work from.

Online Video is Getting Bigger – Fast

Here’s the proof, drawn from a recent ComScore study:

• Over 133 million Americans watched online video in July 2007 – or 74% of US internet users.
• They watched more than 9 billion videos, 27% of them on Google sites including YouTube.

There’s so much nonprofit video out there on YouTube, DoGooderTV and organizational Web sites. Here’s how distribution breaks out:

• YouTube captures 40% of the current market – This most popular video hosting site receives 50,000 video uploads and streams some 50 million videos to about 6 million viewers daily.
• MySpace, a social networking site, accounts for another 25%.
• The remainder consists of major Internet players like Google, MSN, Yahoo and AOL, and niche venues like the nonprofit-focused DoGooderTV, each of which capture a fraction of the overall market. My guess is that audiences for these niche players will grow fast and furious.

So online video is big. But what’s the best way to put online video to work to strengthen your nonprofit marketing?

Pros Share Online Video Guidelines for Nonprofit Marketers

Here are some critical guidelines for jumping into online video:

1. Online video is an expectation, not an option, for online audiences 25 and youngerHigher ed marketing guru Bob Johnson suggests that online video is an expectation for most 30-and-under nonprofit audiences (definitely for prospective college students).
2. Keep videos short and sweet – 30 seconds to two minutes max Video length is a classic case of less is more, advises Alia McKee of Sea Change Strategies Direct. Obviously, a good edit is crucial.

   She also recommends that online video should complement – not replace – other communications channels.

3. Know your audiencesThis is definitely one of the ten commandments of online video production. You craft your messages and graphics to your audiences. Don’t forget to do the same with your video. 

   The imagery, soundtrack and text you select must appeal to your target demographic. Video is more “in your face” than text or graphics so if you strike out, you strike out big.

4. Make sure your video is more than moving, talking delivery of traditional content. Bob Johnson warns against oh-so-deadly talking heads and other staged approaches. Use video to show, not to tell – that’s the beauty of the medium.
5. Tap that funny boneMost online videos that succeed in high pass-along rates (and viral distribution is a key strategy to increase views), usually include some humor or satire, say the experts at Online Video Services.

   Remember how Hillary Clinton grabbed attention when she spoofed the widely-viewed “Sopranos” finale on to motivate participation in her campaign song contest. Not only was she covered everywyere, she was credited with a seldom-seen-before sense of humor. 

   But be careful in being funny. Humor is delicate. and the right timing and broad appeal have to be spot on. Testing humor is a good idea; a bomb can be fatal.

6. Don’t forget the call to actionIt’s great to build awareness and support but you’re stopping short if you don’t include a clickable call to action at the close of your video. This Greenpeace video offers engaged viewers the opportunity to act with a simple click at the very moment they’re processing this very powerful video. Grab ‘em when they’re hot. 
   http://www.youtube.com/watch?v=BY7875_rv1s
7. Work it: Put your online video to work in multiple versions and venuesForget the stand-alone gala dinner video that never again sees the light of day. Your organization should milk your video productions for all they’re worth.

   Your videos, in some form or another, can be projected in your org’s waiting room, at a gala and during programs, as well as distributed online via video sites, your own site,and your blog and e-news. The possibilities are nearly endless, suggests See3’s Michael Hoffman.

8. Budget $1,000 per minute of finished content for a professionally-shot and edited videoThe OVS experts feel strongly that quality counts, cautioning that you get what you pay for. OVS estimates the cost for a professional video shoot, including editing, at $1K for each minute of on-demand finished content. Live Webcasts are much more costly.

   Another firm – Charity Docs – produces online on-demand (e.g. not live) videos for a flat fee of $2,500.

© 2002-2008 Nancy E. Schwartz. All rights reserved.

Amanda Bynes, a Perfect Fit as a Steve & Barry’s Fashion Designer

Full service video production company, Episode XI Studios, LLC is chosen to produce an autograph signing session with Amanda Bynes to promote her new clothing line for Steve & Barry’s-Dear. “Endear yourself. Clothes that let your personality breath without hiding or covering it up”, said Amanda (http://www.dearbyamanda.com/). Due to launch August 16th in S&B stores nationwide, the new clothing line centers on affordable yet comfortable clothing for the teen market. Expect a more “funkier” style than Sara Jessica Parker’s Bitten collection, also offered at S&B’s. Amanda’s line is reported to include camouflage shorts, skirts, cargo pants, polo shirts, t-shirts and zip up sweaters. She said that her dad was the greatest influence in her decision to create the collection.

The autograph signing session is scheduled to be held at the Sardis Rd. S&B’s on December 8th, between 10am – 11am.

WAL-MART’S SAMS CLUB IS WASHING THEIR HANDS
Rock Hill Manufacturer Gets Product Placement in Sam’s Club Canada

Full service video production company, Episode XI Studios, LLC is chosen to produce an in-store product demonstration video for E-Z Cleaners Hand Cleaner. The video will be placed along side product placement to demonstrate the various uses of the revolutionary merchandise. The video will also be placed on the E-Z Cleaner website (http://www.e-zcleaners.com/).

E-Z Cleaners is a privately held chemical company with over 30 years experience in chemical formulation, manufacturing, contract packaging/ fulfillment, warehousing, private labeling and distribution. E-Z Cleaners is a proud sponsor of the United States Hot Rod Association (USHRA)/ Clear Channel Monster Trucks and several NASCAR racing teams.

Full service video production company, Episode XI Studios, LLC is celebrating one year of video production and event planning service to the Charlotte, NC area. Some of the company’s video accomplishments include: a product demonstration video placed within Walmart®’s Canadian Sam’s Club®, a video tour of the Embassy Suites in Concord, NC, and a video for-the nationally distributed-TEC Infrared Grill.