5 Marketing Goals to Achieve Before the End of the Year

2018 has been a whirlwind of a year. From Italy and Mexico to Rhode Island and California, we’ve covered all four corners of the globe filming for our clients’ projects. As we look forward to the new year, we wanted to share some ideas and tips for making the most of the final four weeks of the year. Invest in making these five marketing goals happen in December and get ready to reap the benefits!

Invest in a holiday video.

As much as certain Scrooges grumble about the holidays, there’s a reason brands and business thrive during the gift-giving season. If you have yet to develop a concept for a 2018 holiday video, there’s no time to wait. These five easy ideas from Safe Music List will help you brainstorm quick video ideas that can be produced in just a few days. The holiday season brings lifted spirits and increased downtime from work, making it the perfect time for your audience to be able to appreciate your holiday video content.

Revisit old content.

One easy way to curate content that will last you through the end of the year? Revisit your most successful posts from 2018. Whether it’s through Instagram’s Year in Review tool or by analyzing your posts that received the most engagement and buzz, remembering your best posts can re-engage your audience and remind them of everything your team has accomplished since January.

Strategize your Adwords goals for 2019.

How often do you log on to Google AdWords to revise your campaigns? If you can count the amount of times over the past months on one hand, your AdWords dollars are being wasted. One of the most important things you can do for your AdWords strategy is to commit time and manpower to manually checking and editing these campaigns as often as possible. Another rule to remember if you want success on Google AdWords is to be as specific as possible. When it comes to marketing small-to-medium businesses, it’s incredibly difficult to find success trying to rank for keywords like “real estate” or “plumbing”. Implement more specific keyword phrases that incorporate business location and other business features to help reach more targeted audiences. This article from Inc.com highlights some of the most important strategies you can implement in your 2019 AdWords strategy. Take a look to get some ideas before you jump into developing your new goals.

Determine your annual budget.

What made your marketing efforts successful during 2018? What are some areas that you would like to improve? As the end of the year approaches, now is the time to revisit your marketing budget and take a long look at areas that underperformed or those that are in need of some more budget love. Does your affiliate marketing show promise? Were you hoping for better results from your PPC campaigns? Knowing where your business thrives and struggles in digital marketing can help you develop a comprehensive and lucrative budget plan for the new year.

Update your social media knowledge.

If there’s one thing that stands true about digital marketing, it’s that a brand’s social media strategies should always be changing. On certain platforms like Twitter and Instagram, trends can come and go within a few days time, leaving you very little leeway to be slow to grasp these trends. If social media isn’t your strength, invest in a social media intern or assistant to help you grow your platforms and stay up-to-date on the latest internet trends, jokes, and advancements that come and go so quickly. If you can’t add a new member to your team, check out this article from Talkwalker for a glimpse at social media trends to expect from 2019.

Need more last-minute video or marketing ideas? Browse through our past blog posts for ideas to make this holiday season the most wonderful time of year for your marketing goals. Still stuck? Let our team help you envision the perfect holiday video for your brand, industry, and budget. Give us a call today!

Video Marketing Ideas to Help Boost your Business this Fall

Football season is underway, the kids are heading back to school, and the world is gearing up for yet another crazy holiday shopping season. This fall, take advantage of one of our country’s busiest seasons by strategizing your content around popular events and utilizing video to catapult your brand.

 

  • Create excitement for your big announcement.

 

Have a big business change coming up? Want to get the word out about your new product? Why not spread the word using online video! Depending on how relevant your announcement is to consumers, your video could go viral if done in an engaging way. Incorporating trending topics, styles, or yes, even memes, can help you relate your business to potential customers and boost buzz about your business.

 

  • Share your expertise.

 

More and more, brands like Tedx and Blinkist are capitalizing on industry experts and self-help seminars, and it’s working. Consumers are becoming more DIY-driven by seeking out experts’ advice and a multitude of topics. You can join the trend by featuring guests in a video interview. Do you run a non-profit for struggling families? Bring in a licensed Marriage and Family Counselor. Consumers will be interested in the advice you bring them, and your commitment to consistently learning and sharing information about your product or service will impress them.

 

  • Host a Q&A session.

 

Take your FAQ page to the next level. Instead of relying on a dozen written FAQ answers to educate potential consumers, commit to a Q&A video that answers their questions and curiosity. This content will also be much more marketable than a webpage and can help spread the word about your business’ products and/or services. Pinning the Q&A video to your social media profiles, as well as the homepage of your website, will provide easy and convenient answers that consumers are sure to appreciate.

 

  • Celebrate the season.

 

While the holidays are obviously a great time to advertise, the fall season brings more marketing opportunities than just Thanksgiving and Labor Day. Does your service or product somehow relate to kids heading back to school? Or can you use the wildly popular football season to promote your products? Whichever fall event you choose, use video media to relate your business’ mission to the event’s theme. You’ll create a greater connection with your consumers and establish your brand as current and essential. Don’t forget to stay in the moment and incorporate trending hashtags as best you can.

 

  • Send an RSVP.

 

Planning your own fall event? Worried that people won’t bother to open up your invite? Skip the paper and e-vites and opt for a video RSVP instead. The unique medium will catch the consumer’s eye and garner higher levels of engagement — effectively spreading the word about your event even farther. Once your invitees have accepted, continue to utilize video by sharing teaser reels to amp up excitement.

There’s no doubt that video marketing is the way of now, with brands getting more creative every day about how to use this medium to connect and communicate with consumers. When establishing your brand’s video marketing strategy, don’t be afraid to think outside the box. Feeling stuck on your strategy? Reach out to our team at Windward Productions and we’ll be happy to put together ideas that blend storytelling and consumer-driven data to create the plan for your business.

How to Show off Your Brand’s 4th of July Spirit on Social Media

School’s out for the summer, businesses are closed for the holiday, and consumers are catching up on their social media profiles. Each year, 4th of July proves to be a profitable day for brands who choose to put effort into their holiday-themed marketing campaigns. This Independence Day, join other successful businesses and take your brand’s marketing strategy to the next level by incorporating these five 4th of July marketing tips.

  • Research Popular Keywords from Last Year

A great way to know what topics and keywords will perform well this year is to not only research current trends, but also which topics and keywords performed well last year. Twitter’s Advanced Search tool, Unmetric’s Inspire, and Google Adwords are all effective tools that can help you determine which topics to focus on during this year’s Independence Day. While it’s easy to resort to popular keywords used by thousands of other brands, make an effort to get creative and think about how to incorporate your brand’s primary service or message into your holiday-themed keyword(s).

  • Themed Content = Higher Engagement

Taking the last 5-10 years into account, 4th of July-themed posts that receive the highest engagement from users have one thing in common: they creatively play off of their brand’s major service and/or product. By posting a picture of the Statue of Liberty holding an electric guitar, Fender garnered tens of thousands of engagements on a single Facebook post. In a tweet that was liked and retweeted over a quarter of a million times, Bud Light took their brand’s signature product – beer – and created a picture of the American flag using nothing but emojis of beer, fireworks, and American Flag. In a video ad pushed out across all major social media platforms, Dixie’s hilarious video “We, the Salad Men” played off of the beginning of the Constitution’s Preamble and created an engaging, 4th of July video ad that went viral. No matter the size of your brand’s social media following, taking a creative look at how your brand’s service relates to 4th of July can provide increased engagement on all social media platforms.

  • Take Time Constraints into Consideration

Getting a late start on your 4th of July marketing strategy? If you’re planning your strategy a few days out from the holiday, you likely don’t have time to pull together a full-fledged marketing campaign or video series. If you do find yourself short on time, consider thinking smaller with animated gifs and/or specially-designed images. For brands who do allow themselves enough time to plan, however, videos can be the key to building an engaged audience in just a few weeks. The more time you allow yourself to plan your 4th of July marketing strategy, the bigger the goals you can achieve.

  • Free for ‘the Free’

Consumers love receiving deals, discounts, and/or free stuff, especially during national holidays. If your business model allows it, consider promoting special deals or giveaways on your brand’s social media accounts to entice viewers and get them engaged with your business. The giveaway doesn’t have to be big, but showing that you care enough about your customers to make their Independence Day special will speak volumes.

  • Hashtags Still Help

While a seemingly small effort, incorporating holiday-themed hashtags in your brand’s social media posts will increase traffic on your profiles and help your brand rank higher in social media searches. You can determine the effectiveness of certain hashtags by using the keywords you found previously, as well as monitoring other brand’s actions on social media throughout the weeks leading up to July 4th.

Taking these five tips into account can help your brand profit off of this year’s Independence Day celebrations. By using social listening techniques to monitor popular topics on social media, incorporating your brand’s identity by tying it into the holiday, and getting a head start on planning your marketing strategy can help your business fully take advantage of social media activity on Independence Day. For more information on effectively marketing your business throughout the year, take a look at our blog for more tips and tricks. And for questions about using video marketing to propel your business and bring in profits, give us a call today!

Make a Splash this Summer with these 4 Documentary Storytelling Tips

Documentary films can help propel a cause, business, or nonprofit organization, and their success is proven by the genre’s growing online popularity. Thanks to streaming services like Netflix, movie watchers are becoming more intrigued with this type of filmmaking and spend increasing hours online watching films that follow this style. With video content becoming the primary medium from which consumers gain information, consider these 5 documentary storytelling ideas and tips to help you launch your organization’s story.

  1. Pick the right story and stick with it.

 

Where documentary films often struggle the most is with the overall story idea. Too often, documentary films try to communicate too much information about an organization or cause, instead of focusing on a single story that captures the unique nature of the brand. If you want your film to successfully communicate your brand’s purpose or function, find the story that both interests the target audience and captures your brand’s identity.

One mistake filmmakers often make is choosing to portray the “Day in the Life” of a person, group, or organization, without finding an actual story to tell along the way. “Day in the Life” style films can give a good insight into the heart of an organization, but if the film doesn’t tell a story or portray that day in an interesting way, viewers will quickly become uninterested.

  1. Once you have the idea, define it.

A story is only effective if it’s well organized and defined. Once you find the story you believe is worth telling about your organization, sit down with your team and/or the filmmakers and hammer out the details. What is the story’s log line? This short description of your story should outline the who, what, and why of your story: who is doing the action, what are they doing, and why are they doing it? Once you clearly define these pieces of information, you’ll be one step closer to shooting a documentary video that clearly tells an important story of your organization.

  1. Use the camera to help tell the story.

Once you and your team decide the details of the story, it’s time to choose how you want it to be told. Whether it’s through interviews, sequences, visuals, graphics, narration, music, or a combination, choosing the right elements can help correctly convey your story to your audience. We recommend sitting down with the filmmakers and working together to decide which elements fit best at certain points of the story. Maybe

  1. Do your research.

Before filming begins, make sure everyone in the cast, crew, and anyone behind the scenes is on the same page. Make sure you have guaranteed permits to film in your chosen locations and that all of your cast and crew members are updated on the shooting schedule. Once you have everything in place, you can begin doing research for the film by pre-interviewing your sources, capturing B-roll footage in relevant locations, and gathering information about your story from sources like news articles, TV reports, and photographs, to name a few. This extra information will help you shape your story and give it life.

These four tips should help you and your team prepare for your upcoming documentary film shoot. At Windward Productions, we’re dedicated to telling organization’s stories in unique and compelling ways, and we want to help you do the same. For more information on our documentary filmmaking services, click here. And to contact us for pricing, filmmaking details, or more information, give us a call today!

 

How Non-Profits Can Produce Marketing Videos on a Shoestring Budget

Producing quality videos is rarely cheap, but certain measures can be taken to ensure your non-profit organization spends little but still receives high volumes of online traffic and impressions. If your organization is in need of marketing videos to help propel your cause and inspire potential donors, take a look at these tips for creating non-profit marketing videos with little to no budget.

Keep it Short and Sweet

An effective video doesn’t need to be longer than 5 minutes or more. In a world where attention spans are decreasing, keeping your online video content to a minimum length will help keep donors engaged while still getting your point across. If possible, try to keep your video between 2-3 minutes. If you absolutely need to go over, that’s fine, but keeping your content concise will make your production costs go down while maintaining the attention spans of consumers.

Channel Your Comedic Side

In the case of online video content, comedy rules. A good video channels either the head, the heart, or the funny bone, and in this case, the latter usually wins. While many non-profits stick to the routine of creating moving, emotional films to inspire their viewers, a comedic film from a non-profit will certainly stand out. While this tactic may not work for all nonprofit organizations, specifically those dedicated to helping a very serious cause, you might be surprised how effective it can be for yours.

Spend Time Developing the Story

Every non-profit has a beautiful story to share, so make sure that comes across in your video. Even if your video is low-budget and bare-boned, a solid storyline will ensure your message gets across. Whether you’re telling the story of how your organization came to be or you’re sharing important stories you’ve experienced through your work in the last few weeks, spend the time needed with your team to hammer out the important details and determine the most effective way to tell your story. According to statisticbrain.com, over 300 hours of video is uploaded to Youtube every second. To stand out from the clutter and make your organization shine, tell the story that no one else is telling, the story that is unique to your organization.

Capture the Candid

While planned videos can be very effective, some of the best non-profit videos are coincidental. Much of this involves being at the right place at the right time, but if you make sure a production team is present at one of your non-profits’ events or at your location during the work day, they’ll be able to capture these candid moments that can make marketing videos so special. Even if you are unable to hire a film team to be present, being ready with an iPhone or video camera will help you capture unscripted moments that portray the heart of your organization. Make sure the members of your organization know to keep an eye on these special moments too so they can be ready to help you film.

Learn to Love Live Video

Another way to capture candid content? Utilizing live video services on platforms like Instagram and Facebook. If a solid amount of your donor base follows you on social media, keep them updated by regularly posting stories on your non-profits’ social media profiles or starting live videos. Even if it’s for just a few minutes a day or week, continuously uploading content will show potential and current donors how your organization is encouraging good in the world. Live video and social media stories are two of the cheapest ways to create marketing videos that communicate your non-profits’ story with your audience.

Hiring a production team to create marketing videos for your non-profit organization isn’t always the cheapest, but sometimes, it’s the most effective. For more information about working with a video production team, check out our page to learn how we help local non-profits communicate their individual stories! If you know it isn’t in your budget to hire a crew, however, consider using some of these tips to produce marketing videos on your own and communicate your organization’s mission to potential and current customers. For any questions regarding video marketing in 2018, visit our blog or give us a call today!

Best Of: Olympics Commercials

As the 2018 PyeongChang Olympics rev up, so are the sponsored advertisements. Because of the unique nature of the Olympics, advertisers who utilize this global event will likely see as much, if not more, success as they would advertising during the SuperBowl. In this age of digital advertising and savvy consumers, more and more brands are turning to brand videos instead of conversion videos. Here are just a few of the characteristics that make a great brand video:

  • Drives brand awareness without selling a product too hard
  • Convenient, online consumer accessibility
  • Tells a great story
  • Makes a bold statement

Through the past few decades, the Olympics have become one of the prime events for brands to tell their story and broadcast it to the world. So in honor of the upcoming Winter Olympic Games, we thought we would take a look back at some of the most successful brand videos that have been broadcast during past games.

 

  • P&G – ‘Thank you, Mom’

 

You’ve likely seen this commercial a handful of times since it was first broadcast during the 2012 Summer Games in London. While P&G has aired dozens of variations of this campaign, the same spirit of the ad rings true throughout them all — Olympic athletes would be nowhere without the love and support of their mothers. This highly successful ad campaign draws on universal themes like the lifelong strive for greatness, as well as the unconditional love we feel for our families. With these commercials, P&G emphasizes their family-first values and succeeds in associating their brand with family, positivity, and acceptance. Here are two examples of this exponentially successful campaign. We dare you not to shed a tear.

2) Hershey’s – ‘Hello from Home’

Hershey’s “Hello from Home” spot is the perfect example of producing a relatively low-cost spot that still associates their brand with an inspiring tale of triumphing against all odds. Featuring the Paralympic swimmer Mallory Weggerman, this spot tells the incredible story of how she turned to swimming after losing the ability to walk, while her family supported alongside every step of the way. While the spot highlights Hershey’s products for a brief moment, the attention is quickly turned back to Weggerman’s story and her family’s undying support.

3) Coca-Cola – “Taste the Feeling”

Does this title ring a bell? If so, it’s probably because you tuned in to the Rio 2016 games and witnessed Coke’s new spots featuring a contagious jingle of the same name. Coca-Cola spent over $100m to be considered a “Worldwide Olympic Partner”, meaning they were direct advertisers with the Olympics. This doesn’t include the actual cost to produce and air the ad on prime time television. While not many companies can afford this exorbitant advertising cost, we can give it up to Coca-Cola for creating a successful ad that left a happy, carefree jingle stuck in the minds of millions of viewers. Note the use of golden hues and smile-inducing visuals featured along with the iconic soundtrack. Once again, Coca-Cola makes it difficult not to grin while watching one of their videos.

4) Apple – “The Human Spirit”

We dare you to find one Apple commercial that doesn’t draw you in, whether it’s visually or emotionally. Apple’s ‘The Human Spirit’ ad made waves during the Rio 2016 Olympics for its striking visuals, all shot on an iPhone, against the compelling narration of Maya Angelou’s famous poem. This ad is a beautiful example that less can often be more when it comes to striking ad campaigns. What is even more intriguing is that an actual iPhone is not shown even once throughout the entire video. With “The Human Spirit”, Apple perfectly nailed the characteristics of a great brand video: bold and brand-focused while telling an incredible story.

5) United Airlines – “One Journey Two Teams”

This ad is one of our favorites. Even though this spot is much more technically sophisticated than the others, it tells a similar story of the USA athletes’ journeys to Rio in a more eye-catching way. While not quite as subtle with their use of product placement, this ad from United still puts the focus on the journey of the USA Olympic team. There’s no doubt that this bold, exciting ad drew the attention of millions of viewers during the Rio 2016 Olympics. While being a successful brand video, this ad is also just fun to watch.

Commercials aired during the Olympic games are some of our favorites, and it’s not hard to see why so many consumers respond positively. It has been said that the perfect TV commercial touches the head, the heart, and the funny bone.  These brand videos certainly connect at least one, if not all,  of these emotions.  If you’re hoping to reach similar levels of success, gathering inspiration from these Olympic brand videos is the perfect place to start. For more information about creating iconic and compelling brand videos, view some of our past corporate videos here and give us a call today!

6 Resolutions Every Business Owner Should Make for 2018

Who needs healthy and fit? 2018 is the year of being productive and successful! We love New Year’s Resolutions because they remind us to continuously strive to grow and better ourselves and our business. We’ve taken it upon ourselves to create resolutions that you, a business owner, can strive for every day throughout 2018. Make 2018 the most successful year yet with these 6 effective resolutions:

Resolution #1: I will get focused on my goals.

At the end of the daty, ever feel like little to no progress was made toward your goals than when you started the day? We get it. With so many distractions in the world – emails, staffing, purchases, politics, money, etc. – it’s so easy to get off track and spend valuable time worrying about things that may not positively impact your business in the long haul. In 2018, set aside a pocket of time (doesn’t have to be more than 15- 20 minutes) each day/week to focus on taking intentional action that propels your business forward.

Resolution #2: I will commit to social sharing (and stick with it!)

Let’s face it — if your business is not regularly posting on social media, you’re behind. There’s a world of competitors, most of whom are active online, so it’s time to get in the game. And fortunately, it’s never too late. Whether it’s by creating social profiles for your business or improving your current ones, there is always progress to be made for your business’s online presence. Your friends and family know why your business is the best, but it’s time for the world to know it too.

Resolution #3: I will admit that video marketing is key.

Aww… We knew you’d come around! In all seriousness, it’s been proven time and time again that videos draw in consumers in droves. From customer support videos that answer FAQs to intriguing brand videos that help your business appear in the top Google search rankings, there’s truly no reason not to commit to video marketing.

Resolution #4: I will bring in help so I can do my job.

In small business settings, it’s incredibly common for the owner to wear all of the hats in the business. Once your business reaches a certain size, this can rapidly become an impossible feat. In 2018, allow yourself the opportunity to do the actual job you intended to do: run a business. Don’t consider yourself social media savvy? Hire someone part-time to take the reins on your social and video marketing content. Don’t feel like you have enough time to run the in-store operations? Hire an in-store manager so you can go out to network and bring in more business. It can seem impossible to give up the reins (especially to people you don’t know!) but in the long run, it will allow you the time to grow your business.

Resolution #5: I will continuously re-evaluate how I can improve my business.

Set aside time each week and month to look back at past successes and failures. This can help you gain a grasp on the efforts that worked, the ones that didn’t, and the measures you need to take going forward. Whether it’s sitting down with your marketing team to analyze marketing analytics or talking with a manager to brainstorm the best strategies using the sales’ statistics, learning from past failures can help ensure future successes.

Resolution #6: I will set time aside for myself.

No one said the American Dream was an easy one, so it’s important to set aside time for yourself amidst the chaos. It’s tempting to spend all of your waking hours thinking about your business, but some much-needed relaxation and time away can give you a fresh perspective. Hiring help can improve your work-life balance, but if you’re still having trouble committing time away from your business, schedule time throughout the week with friends and loved ones who will encourage you to relax. Remember: investing in your health can be one of the most effective investments of all.

2017 brought a multitude of technological advancements and new business strategies, and there’s no doubt that 2018 will bring even more. To guarantee a successful year for your business, keep these 6 resolutions in mind as you go throughout the year. At Windward Productions, we are more than happy to help take your business’s online marketing to the next level with unparalleled video production services. From our family to yours, happy 2018!

Holiday Marketing 101: Make the Most of the Most Wonderful Time of the Year

The holidays are debatably the busiest time of the year for American businesses. From shopping for Hanukkah and Christmas gifts to searching for the best discounted deals of the year, it draws millions of shoppers to both online sites and brick-and-mortar stores. If you’re looking to take advantage of this lively season, read our tips for marketing your business during the most wonderful time of the year.

Make a marketing schedule ahead of time, and stick with it.

Don’t head into the holiday season without a detailed plan! Sit down with your marketing team (even if that team is a party of one –  you!) and plan out your goals for the season. Map out the months leading up to the holidays and develop your marketing strategies around the big shopping days. When putting this plan together, make sure to keep your audience in mind. If your business is centered around living a healthy lifestyle, focus your efforts closer to New Year’s when everyone is planning their resolutions. But if your business is focused on technology and electronics, consider marketing primarily before and after Christmas, when everyone is buying their Christmas gifts and spending their gift cards.

Participate in the holiday shopping days.

From Black Friday, to Cyber Monday, to Small Business Saturday, there are huge nation-wide shopping days between Thanksgiving and Christmas that draw millions of consumers. Take advantage of these major days by offering special promos, discounts, or bundled deals. If offering discounts is not in your business’s budget this year, even extending your business hours during these days can make a big impact on your profits.

Create a holiday offer.

If offering special deals is possible for your business, use this option to draw consumers in. With so much competition from other businesses, it’s important that these deals are enticing enough to convince them to shop with you and not another brand. Do what you can to create incomparable discounts and deals, and don’t forget to share the special promos on all of your business’s social media profiles.  Don’t forget about those special “limited time only” deals either.  You can make a  real positive impact on your bottom line when you create a time sensitive deal that is too good to pass up!

Utilize email and social media to reach your consumers.

Effective holiday marketing and online marketing go hand-in-hand. To engage your current consumers, stay up-to-date with your email newsletter marketing and pay special attention to your social media channels. Email newsletters are great tools for updating your current consumer base, while social media is an effective tool for attracting new business and staying current with popular trends and relevant products/services. These two strategies will be some of the most cost-effective ways to promote your seasonal deals and newest products.

Don’t overwhelm your consumers.

While you should plan to be on top of your marketing efforts this holiday season, be wary of overwhelming your audience. If you’re planning to start marketing for the holidays in the summer, you might want to rethink your strategy. Start small in September and gradually increase each month until you reach November-December. Ease your brand into the holiday season to avoid oversaturating your marketing with holiday-themed posts.

Keep your marketing emotionally-driven.

Debatably, the most effective holiday marketing tugs at consumers’ heartstrings. With the holiday season such a nostalgic and special time for many, consumers are often attracted to marketing that is tailored to their emotions. One brand that consistently outshines the competition when it comes to holiday marketing is the British department store, John Lewis. They blew the world away two years ago with their touching advertisement, Man on the Moon, and they’ve done so every year in the past decade. While you may not be able to produce viral holiday commercials ten years in a row, you can certainly play to your audience’s emotions when developing your holiday marketing strategy.

Don’t let this high-traffic time go to waste. Start developing your holiday marketing strategy now, even if you decide to start small. If you’re curious how video marketing can improve your brand’s online presence this holiday season, read our past blog post How Video Can Maximize Your Brand’s Reach. And for help developing and producing effective videos for your holiday marketing strategy, give our talented team of videographers a call today!

How to Use Videos to Improve Your Brand’s SEO

SEO, SEM, SMO — what do they all mean? For those less familiar with these digital marketing terms: they are techniques used to increase a brand’s online presence.

  • SEO (Search Engine Optimization) is organic digital marketing using focused keywords and specific content to increase rankings on search engine sites such as Google.  This approach can be especially effective in allowing your content to be easily seen and shared online.
  • SEM (Search Engine Marketing) is paid digital (pay-per-click) advertising on search engine sites, such as AdWords.  This is a useful tool for promoting your content and ranking on the first page of Google.
  • SMO (Social Media Optimization) is the strategy of creating a large following on your social media platforms so that your content is easily shared and promoted by peers and consumers.

With over 2.3M Google searches being conducted by the minute, SEO, SEM, and SMO will improve your business’ online presence and can easily be found by consumers searching for a service or product you provide. If you dream of one day having your business appear on the first page of Google search or engaging high numbers of consumers on social media, continue reading to learn essential techniques for using video to improve your brand’s online presence.

 

  • Have a (SEO) Goal In Mind BEFORE Creating Your Video

 

Too often, brands lose faith in the power of SEO through video because they fail to clearly define their initial SEO goals. It is critical to decide BEFOREHAND what you want to achieve from the video content – generate tags and shares?  Target specific markets and demographics?  Promote brand exposure?  Increase followers and conversions?  If your video is made without an end goal in mind, it will likely fall flat, costing you time, money, and resources, not to mention poor ROI.

Generating social tags and shares along with building followers are two SEO goals to aim for, where utilizing video content is highly effective. We’re all familiar with viral videos– they generate an extremely high level of engagement in a short amount of time. However, now with millions of video content being uploaded every second, it’s becoming more difficult to make a video standout and “go viral”.  In order to help your video stand out from the competition and quickly gain mass followers, keep your consumers in mind. Whether it’s laughter, shock and awe, or pulling at their heartstrings, a good strategy for producing video content is aiming to evoke an emotional response.

While increasing online engagement is important, ultimately every business owner’s objective is conversion. Video has proven to be a highly effective method to turn website visitors into customers. Implementing videos on your website’s landing page and throughout other pages can help keep visitors engaged and persuade them to purchase or inquire about a product or service. Whether it’s a video highlighting a product, explaining the use of it, or introducing your brand, there are a variety of videos your business can embed online to increase online conversions. In addition to embedding, writing rich snippets can convince a consumer to visit your page and watch your video. If you make can make a snippet stand out from the other online videos, you’re that much closer to increasing your SEO and online conversions.

  1. Know How To Properly Optimize Your Content

Keywords, meta descriptions, optimized titles, and backlinks — these are just a few of the ways to tailor your video content for optimal SEO. Begin by choosing a focus keyword that best describes the theme of your video. If you’re a real estate agent and your video highlights the different ways a seller can stage their home to increase buyer interest, your focus keyword could be “staging tips”. Next, make sure this focus keyword can be found in all of the video’s details. Make sure both the video title and description include the words “staging tips”, and add “staging tips” as one of the keywords for the video. In the video description, you can include links that take a viewer back to your site to help promote your online presence and brand.

While these are some of the more basic ways to optimize for search engines, you can take your SEO efforts a step further. To optimize for all of the content in your video, you can include a transcript of your video’s audio within the video description. This can really help further its relevance and increase your search result rankings.

The bottom line is the more (relevant) online video content you have, the more it will help improve your brand’s ranking on the first page of search engine sites, such as Google. For help creating high-quality videos that will improve your brand’s SEO and maximize your reach, give our team at Windward Productions a call today! And to read more tips on using video to promote your brand and increase online traffic, read some of our past blogs here.

How Video Can Maximize Your Brand’s Reach

It’s no secret that video marketing is becoming the most effective use of marketing dollars, but do you know why? Before jumping into this newer form of advertising, read some of the reasons why video has started to play such a huge role in major brands’ marketing strategies, and decide for yourself if it’s the right move for you.

  1. Improve Your SEO

We all know Google loves video. Why? The more video content you have on your website, the more likely your consumers will spend more time on your website. An increase in time spent on your website signals to Google that your website has great content. By just having one video embedded into your site, it is 53 x’s more likely to rank on the first page on Google. Maximize these statistics further by optimizing your video content on Youtube. Always make a point to write detailed titles, descriptions, and keywords for your YouTube videos, and include a link back to your website in the description for maximum optimization.

2. Boost Your Sales

Studies show consumers are over 65% more likely to purchase a product after seeing a video advertisement. By simply having a video about your products or services on the front page of your website, can boost your brand’s sales by over 80%. Considering these two statistics, it seems hard to believe that more brands aren’t taking advantage of video marketing. Even more powerful are marketing videos that help tell a story and connect with the consumer on an emotional level. The most effective form of advertisements touch a consumer’s head, heart, and funny bone.  So if your video can connect emotionally with consumers and make them laugh all while giving legitimate reasons to buy your product, it will help boost your sales and improve your bottom line.

3. 1 Minute of Video Is Worth 1.8 Million Words!

Say more by doing less. Instead of spending hours creating written content that very few people are reading these days, develop short videos that say even more through visuals. Instead of making consumers read through boring how-tos and explainer articles, substituting with video guarantees you will have online content that will engage viewers. Confused as to why video has such an impact? Humans are visual creatures. Studies have proven we already purchase products and services based on the images we see, so it’s no surprise that animated visuals are even more effective.

  1. Increase Your Credibility and Trust

Trust from consumers is the key to building, growing, and maintaining a brand. Any content your brand shares and creates should be aimed at building trust with your consumers. Avoid being a salesman and trying too hard to convince someone to buy into your brand. Provide beneficial, honest information and let them come to you. Videos help create more conversational promotions about products and services, but if they become too promotional, the key message will be missed. When creating video content, avoid the pushy sales pitch and instead, keep them personable and educational.

  1.  Engage Non-Traditional Consumers

Even lazy consumers will make the effort to press the play button and watch a video. By virtually doing all of the work for them, they will be much more likely to engage in your content. Videos also appeal significantly more to mobile users, who are twice as likely to watch a video or video advertisement on mobile than on TV or desktop. While you shouldn’t avoid including words or graphics in your videos, just having a spokesperson verbally explain a product or service along with visuals can convince consumers to purchase.

With each year, video marketing becomes more common (and affordable). Start taking advantage of this powerful medium today and watch your sales, brand credibility, and consumer base grow exponentially. For more tips on using video marketing to boost your business, visit our blog or give us a call today!