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“Top Ten New Year’s Resolutions for Video Marketing & PR Pros”

Top Ten New Year's Resolutions for Video Marketing & PR Pros

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“Top Ten New Year’s Resolutions for Video Marketing & PR Pros”

I will embrace online and mobile - but will not forget about TV.

A funny thing happened while everyone was

jumping on the "TV Is Dead: Online or Bust"

bandwagon. Television became more useful to

marketers because audiences formed slightly

smaller—but still very large—clusters of more

narrowly defined viewers (thank you, cable).

These consumers were also easier to reach for

“paid media” and “earned media” types

because rates dropped and there were more

news outlets than ever before. The result is that

online is hot, mobile is hotter and TV keeps on

getting better. To maximize video ROI, consider

how you can deploy it on multiple platforms

before the camera rolls. As Nielsen recently put

it: “Cross Platform is the New Norm.”

2012 Resolutions for Video Marketers

2012 Resolution #12012 Resolution #1

Cool cats, dumb dogs, cute kids, fracture-

less falls and irreverent fruit are all funny.

Most corporate or association messages

are not. Don't try to be Mel Brooks when

Don Hewitt works better and the only thing

you need to do is tell your story in a way

that resonates with your target audience. Of

course, if a bit of comedy is appropriate for

your brand and message, give it a shot. As

Carlsberg demonstrates with this video, the

key is to know your audience.

2012 Resolutions for Video Marketers

I will not try to be funny—unless it makes sense for my industry,

brand and message.

2012 Resolution #22012 Resolution #2

This will NOT include “going viral” or “creating

buzz.” Going viral happens when you create

enough buzz and buzz happens when you go

viral. They’re both great, but are not realistic,

measurable goals. If you want to generate a

great return on your investment in video, be

sure to focus on the desired BUSINESS and

communications outcome. These can include

metrics like clicks, calls, views, comments,

Likes, Tweets, shares—and inevitably, revenue.

This is the only way to get your CFO and other

decision makers to believe in—and invest in—

visual storytelling. 

2012 Resolutions for Video Marketers

I will identify specific desired outcomes

for each video campaign.

2012 Resolution #32012 Resolution #3

Because video is new for many marketers,

this is the area they often need help with.

Establishing metrics doesn't need to be

complicated. First, determine the proper

ROI outcome you’d like to see, and then

work backwards. Identify several specific

metrics that support your key

communications and business goals.

These may include # of FB Likes, # of blog

embeds, # of views, # of clicks, % increase

in traffic/sales/calls/awareness/print or

broadcast pick-up, etc. Then determine the

individual and aggregate thresholds to

achieve proper return.

2012 Resolutions for Video Marketers

I will establish specific metrics for each desired

outcome on each platform.

2012 Resolution #42012 Resolution #4

Tell your story with images that

educate and inspire so that you can

truly leverage the power of video.

Show products, manufacturing plants,

community activity, client

endorsements and more. You may

occasionally use talking heads to

establish trust, but strike a balance

between on-screen and voiceover with

cuts to broll. Video is not photography

with sound, though that works every

now and then.

2012 Resolutions for Video Marketers

I will remember that video should be visual and do my

best to minimize talking heads.

2012 Resolution #52012 Resolution #5

Content isn't really king. Your brand, company,

message and mission are the real kings in your

organization and should be honored, protected

and respected. First, that brand story has to be

noticed, understood and embraced by the people

in the kingdom (customers, employees, investors,

partners and others). That's where content comes

in. So why do so many professionals compromise

on video production? They think it'll save money,

but it will actually cost more in tarnished

reputations, missed opportunities and perhaps

worst of all—indifference or ridicule. My neighbor,

the banker, can buy professional surgical

equipment on the web, but he's not about to

remove my tonsils. Do it right.

2012 Resolutions for Video Marketers

I will stop paying lip service to “Content Is King” and rely on

professionals to tell my stories.

2012 Resolution #62012 Resolution #6

We're not documenting the secret formula

for Coca-Cola. We're selling—I mean

marketing, or if you prefer, educating—our

constituents’ ideas, products, initiatives,

stocks and more. Unless you have a

reason to password protect your video

(and there are several), you should enable

and encourage sharing and commenting

to facilitate advocacy by your supporters.

Your detractors will inevitably find a way

to detract, so you might as well arm your

supporters with content they can share.

2012 Resolutions for Video Marketers

I will use a social media player.

2012 Resolution #72012 Resolution #7

Video search engine optimization is the science

of making your content more likely to show up in

organic search returns. Video is already

favorably weighted by Google, Yahoo!, Bing and

others—but there are several things that will

enhance the likelihood of page-one rankings.

Great video without SEO is like a suit without a

tie, a song without lyrics or a house without

insurance. You sometimes get away with it, but

why risk it? Seriously, VSEO, is an inexpensive,

prudent way to stack the deck in your favor.

More on video search engine optimization for

marketers here: VSEO white paper.

2012 Resolutions for Video Marketers

I will help myself by using basic SEO tactics.

2012 Resolution #82012 Resolution #8

This strategy may have worked for Kevin

Costner in a Hollywood movie about a “Field

of Dreams,” but as business people, we

have no right to dream unless we have

properly seeded the field. This includes a

solid distribution plan that goes beyond SEO

and includes earned, paid, shared and

owned media. Paid media—including

performance-based incentives to Like,

Share, View, etc.—are helpful to spark a

campaign. But earned media—including

blogger and other key influencer outreach—

is required for ongoing success. Cover your

bases and use both in tandem.

2012 Resolutions for Video Marketers

I will not build it and expect them to come.

2012 Resolution #92012 Resolution #9

Online video still feels like the early pioneering

days back in 1996 when businesses were

realizing they needed a site on the information

superhighway, but weren't sure what to do

with it. It also feels similar to the early days of

blogging in 2005 when a few thought leaders

jumped in, but most questioned the benefit

and risks. If you wait for all of the research,

data and conventional wise men and women

to create a roadmap sprinkled with case

studies, then those case studies will probably

be about your competitors. Don't be sloppy,

analyze potential outcomes, establish metrics

and step outside of your comfort zone. Would

you rather be safe now or sorry later?

2012 Resolutions for Video Marketers

I will experiment.

2012 Resolution #102012 Resolution #10

Please visit the Social Video channel on CommPRO.biz for more

Video Views You Can Use or contact Larry Thomas ([email protected]) for more information.

Thanks!

Happy 2012!

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