Happy 4th of July!
In the spirit of the holiday weekend, I thought I would share some news about a FREE video production offer from YouTube and insights to expand your online marketing strategy and results through video.
Free YouTube Video Production
A couple of weeks ago, YouTube announced that it launched a new program to produce free professional video advertisements for small businesses that commit as little as $150 of their advertising budget on YouTube. The program is called “Director Onsite”.
The video production uses a template-based process that includes up to 2 hours of script writing, 3 hours of video shoot time, and 30 minutes for video ad set up. YouTube indicates that the entire process takes about 2-3 weeks.
The objective for YouTube is to get more advertisers using video and YouTube advertising and build momentum for the advertising platform. With more and more video being consumed, particularly on mobile devices, I am pretty confident you will see advertising on this platform grow.
Unfortunately, Director Onsite is only being launched in six metropolitan market areas: Los Angeles, San Francisco, Chicago and Washington DC., Atlanta and Boston.
We can probably all agree that video has become an important part of growing your online brand, audience and traffic. But you do not have to be in one of these beta markets to leverage video marketing.
Tips For Video Marketing
- Quality Matters - Make sure your videos are professionally produced. Your presentation and messaging is a direct reflection as to the quality of your practice/firm in the minds of your viewers. High quality video production may cost a little bit, but the long-term impact will be worth it. Doing video production on the “down low” probably isn’t the most effective way to market a professional services business.
- Multiple Platforms = Multiple Video Types - Utilize a variety of video marketing platforms and create messages that are appropriate for each one. For instance, video ads should be different than home page branding videos or information-focused video blogs, or engaging Facebook videos. And considering so much video content gets consumed on Facebook, it is important to make sure you keep this in mind.
- If you are going to make video marketing work, it will require more than one-time video production with one, two or even a handful of videos. Plan on developing a campaign of videos that can be produced and released over the next 6-12 months. Consistently posting and promoting fresh, new, creative, informative and useful video content is the key to growing a loyal audience and integrating effectively with your other platforms (website, social media, YouTube channel, blogs, etc.).
- Topic Selection – Do research on the topics that are of interest to your target customers before you simply start creating your video campaign. Google and keyword suggestion tools offer an opportunity to get into the minds of your target audience. FAQ videos that include “How To’s,” and “Tips” are some of the highest searched and viewed videos online. The key is to think “helpful”.
- Promote – An important part of video marketing that many practices overlook is promotion. What I mean here is that they invest the time to produce really good videos that they are proud of and brings value and entertainment to their target audience, but they fail to think through how they can get it in front of them. Promoting your videos is as important as developing quality creative. Make sure you have a plan that will get your audience to view, share and even revisit your video content.
I hope you find this helpful and wish you a happy and safe 4th of July holiday weekend. Feel free to contact me if you have any questions, feedback or suggestions.
Happy Birthday, America!
~ Bill Fukui, Director of Sales & Marketing