As you can imagine, I get a TON of questions about video marketing…  Below, I answer some of the most Frequently Asked Questions, so you can maximize your marketing and stay one step ahead of your competition!

Online video is very effective because it creates a strong, personal connection, helping to increase the “know, like and trust” factor among your prospects and clients.  Video can also help you enhance your online visibility and make you stand out in a crowded and competitive environment.

Here are a few video marketing basics to get you on the right track:

What are some of the best ways to get started with online video?

How you approach video depends totally on your overall marketing strategy.  Your video marketing plan should be based on your specific goals.  With that in mind, some “must haves” include a video for your home page.  This “welcome” video should be a short introduction to you and your services for anyone who visits your web site.  This is your first impression video, so make it count.

You should also have a version of this video on your “About Me” page.  And even though this is your about me video, you should make it about them!  In other words, focus on your viewer and let them know what you can do for them and why they should work with you.  Keep it short and sweet, and always remember that your web visitor is thinking “WIIFM?” (What’s in it for me?)

What other types of videos are effective?

In addition to your “welcome” video, another excellent use of video is a “tips series” based on your particular area of expertise.  Create a short series of 1 – 2 minute videos and share your best tips for your niche.  Your tips series can be posted on YouTube and on your own website.  These videos are great for establishing trust and credibility with your target market. 

Since these videos are meant to build credibility, don’t make a pitch or an offer just yet.  Remember to serve first, sell second.   And because you’re establishing a personal connection with your viewer, it’s usually best to be on camera to deliver your tips.  (As opposed to “screencast” videos like PowerPoint or screen captures where you’re not on camera).

What types of video content create the most engagement?

 With so much video content available online, it’s crucial that your videos are engaging and compelling.  The best way to break through the clutter is to make sure your video is relevant to your target market.  In short, don’t be boring! 

Whether or not you should be on camera or off camera again depends on your objectives.  On camera videos are more personal and are usually best for touting your services or sharing your expertise.  Off camera videos like screencasts or instructional videos can be very effective for teaching, product demos or sharing ideas.

What is the best length for videos?

In today’s attention-deficit society, the shorter your video, the better.  Your video should be no longer than it takes to effectively express your idea or message.  As a general rule for promotional videos, 2 minutes or less is best.  The exception is for instructional or demo videos, where you may need longer to teach or demonstrate your idea. So get right to the point and get on with it.

What about equipment and editing?

When it comes to video, we tend to get hung up on technology.  The truth is all the equipment and technical know-how in the world is useless without a video marketing strategy.   A low tech video shot with a $50 webcam that features great content is far more effective than a fancy video that doesn’t contain a compelling message.  Focus on your content; the technology is less important.

Having said that, you can get started doing video with a simple webcam, or even by using the video feature on your iPhone or mobile device.  As for editing, the same “keep it simple” rules apply.  If you don’t have your own editing program like iMovie, use YouTube’s easy video editor to trim the front and back of your video and make it look more spiffy!

How often should I post a video?

You may see a theme developing here but, once again, how often you post depends on your strategy.  Develop a video marketing plan that addresses your goals, whether that’s visibility, list-building, driving web traffic or conversions.  Plan your videos so that they support those goals. 

I use a Video Marketing Editorial Calendar to map out my video activities.  You can get a free copy of my Video Editorial Calendar template at http://www.LouBortone.com.  This will help you think more strategically about video and make sure your videos are tied to your business objectives. 

Can You Feel The Shift?

Business is changing rapidly and radically.  We must change with it or risk being left behind…

There is a seismic, historic shift underway – and we can either embrace it, or be swallowed up by it.

That change is being driven by video.  In fact, last week YouTube made the bold prediction that soon, 90% of all web traffic will be video.  http://www.reelseo.com/90-percent-of-all-web-traffic-will-be-video/

What does this mean to you and your business? According to ReelSEO, “It means video is everything, and any business–big or small–that refuses to believe that is taking a huge risk of being forgotten.”

This should come as no surprise to you if you’ve been following me for any length of time.  I’ve been preaching the “Video or Die” battle cry for years.  Today, being video marketing-savvy is more crucial than ever.

Fortunately, this year I’m offering help and support on an unprecedented level.  In 2011, my goal was to help 1,000 entrepreneurs get up and running with video.  If you count my online classes and webinars, I actually exceeded that number.

This year, however, rather than provide a little help for a lot of people, I’m providing a great deal of help to very few.  On January 1^st, I launched “Video VIP,” my exclusive new coaching and mentoring program.

My new Video VIP program gives you comprehensive, ongoing support and strategy in the form of one-on-one coaching calls, a customized video marketing plan, development of a Video Editorial Calendar, and even “Video 911″ lifeline calls when you get stuck.  In addition, Video VIP provides you with your own, animated “sizzle” video that I create for you. (These are gorgeous AfterEffects motion graphics videos that you really can’t do on your own!)  You can see a sample “sizzle” video, along with a red-carpet invitation to the program, in the video below…

Because of the extensive one-on-one, customized support provided in Video VIP, I have space for exactly 24 individuals.  I can tell you that 5 of those spots have already been scooped up, and I haven’t even rolled out the program announcement to my entire list yet.  (This is new and exciting to me, I must admit!)

If you’re serious about moving your business ‘fast forward’ this year, I invite you to quickly claim one of the 19 spots left and become a Video VIP.  Details and pricing here: http://www.loubortone.com/vip
I’m offering Video VIP Gold (three months coaching plus 1 video), and Video VIP Platinum (six months coaching and 2 videos).  I’d like to personally invite you to join me as a video VIP.  Working together, you’ll quickly become a video ninja, and I guarantee we’ll have a great time along the way!

Right now, you can get grandfathered in with special “friends & family” pricing before I raise the rates.  In other words, you can get your personal video marketing strategy/coaching AND a customized video, for just the cost of a video!

You can learn more about the program on the Video VIP webpage at:

http://www.loubortone.com/vip
I encourage you to look strategically at your video marketing plans for 2012, so that together we can use video to help you achieve your goals and accelerate your success.   And remember, business is all going in the direction of video, so the sooner you do this, the better position you and your business will be in…

The shift is on… Get ready for the future and set yourself up for success at http://www.loubortone.com/vip

Let’s do this,

Lou

P.S.  There are currently just 19 spots available to work with me this year, and I can only guarantee the introductory rates until Tuesday, January 31^st.  So if this sounds like it’s right for you, please act quickly.

If you haven’t jumped on the video bandwagon by now, you may be left behind! If you’re wondering if there’s still hope for you, check out our “10 Signs You Might Be Completely Clueless” and find out if you’re in the game or totally lame…

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1. You think Ustream is a urinary tract infection.
2. When your spouse asked you to burn a DVD, you threw their entire 5th season of “Family Guy” into the fireplace.
3. You thought Tivo was the quarterback for the Denver Broncos.
4. You’re afraid of “flash” because you think it involves taking off your clothes.
5. You assumed the “Embed Code” was a new novel from author Dan Brown.
6. Your idea of a viral video is the DVD version of the movie “Contagian.”
7. When your spouse ordered “Hulu,” you were expecting a new dish from Chinese takeout.
8. You yell into your webcam, because your Aunt Millie on Skype is 3,000 miles away.
9. The last video you saw on YouTube was “The Evolution of Dance.”
10. Your website has no video, but you’re digging those flying toaster graphics!

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Even if you’re just slightly clueless about video marketing, don’t be ashamed… You can “get a clue with Lou” by checking out my video strategy sessions at: http://www.loubortone.com/video-marketing-strategy-sessions. When you’re ready to go from clueless to kickass, we’ll help you out!

As a video marketing strategist, the biggest question I get these days is not “How do I get started?” but “How do I get more video views?”  Obviously, getting people to view your video is important, but we seem to be getting way too obsessed with the numbers.

While you definitely want eyeballs on your video, what you really need is the right eyeballs.  I’ve always maintained that it’s not how many people see your video, but who is seeing it.  Don’t get so hung up on the number of views that you forget your marketing objectives.  Who is your target market? Will your video appeal to them?  Where is your target audience most likely to see your video? On YouTube? On Facebook? On your own website? And most important, will your intended viewer take action on your video?

The newest YouTube layout is more social media-friendly than ever.  Building a community around your videos, and getting viewers to react and interact with your videos has become much more significant. Views are cool, but engagement is cooler!  Video views may feed your ego, but responses will feed your wallet.  That response can be in the form of comments on your blog, “likes” if your video is on Facebook, and perhaps even a purchase if your video is on a sales page.

Consider all the actions a viewer can take when your video is on YouTube:  Viewers can subscribe, like, favorite, comment, post a video response, share, embed, email, and even start a Google+ Hangout and watch videos with friends.  It’s no longer simply about getting views, it’s all about connection.

Of course, your prospects can’t connect with your video if they don’t see it.  Which brings us back to views.  There are plenty of tips and tricks for getting more views, but most of that groovy SEO stuff doesn’t take into account the most important ingredient of all: Your video’s content.  Is your video’s message going to resonate with your target audience?  Does it pass what I affectionately call the “who gives a sh*t” test? 

Could it be that video viewers just aren’t that into you?  Yikes!  If your video is not “landing” with your intended audience, go back and do a gut check on your content.  Ultimately, it’s the message that matters, not whether your video is super sophisticated.

A saw a statistic about YouTube that really put things into perspective.  If you were to sit down today and start watching every single video now on YouTube, it would take you roughly 8,000 years to view all the videos.  That’s a shitload of video!  So the old “upload and hope for the best” isn’t going to cut it.

With that many videos out there, you’ve got to be compelling. You’ve got to be interesting and relevant.  You’ve got to be unique and memorable. Most of all, you’ve got to have a video marketing strategy!  (Sorry, “post and pray” is not a strategy!)

Stop worrying about getting video views just for the sake of views.  Create your video to resonate with your target audience, and focus on getting those people to view your video.  Those are the people who will become your viewers, your fans and, ultimately, your customers.

Let’s just admit it.  Crazy is the new normal.  Seriously, when’s the last time you told someone…

I’m all caught up on my work.

I’ve got plenty of spare time.

My business is on cruise control.

There are no emails in my in box.

I don’t have to pick up the kids at soccer.

No one will notice if I take the day off.

Yeh, right!

If you’ve ever actually uttered any of the ridiculous statements above, then you’re not normal.

Crazy is the new normal.

Things are crazy, and they’re going to stay that way.  We’re overscheduled, overburdened, overworked and overwhelmed.  We’re up to our asses in alligators.  Our heads are spinning.  And there’s no end in sight. 

It is what it is.

You can kid yourself into thinking you can stem the tide, but it ain’t happening.

Automate. Delegate. Outsource.

Yes, do all of the above, but it’s still gonna be crazy. 

Simplify. Streamline. Cut back.

 Just as crazy. 

Hire. Expand. Build.

Still crazy.

What is an overwhelmed entrepreneur to do?

You can learn to love the new normal.

You can embrace the chaos and roll with the punches.

My own personal cure for the crazy? 

It’s something my coaches and colleagues enthusiastically recommend…

Double your prices.  Raise your rates.  Simple as that.

My friend and colleague Michael Port tells the story of how he advised a crazy-busy chiropractor to double his fees.  “But I’ll lose half my clients!” the chiropractor objected.

Exactly!

So, yes, crazy is the new normal, and the only relief may be serving fewer clients, but with a much higher level of service.  It’s something I’ll be initiating in 2012 for sure.  So if you need a video marketing pro, get me while you can.  Because my rates are about to double!   But no worries, because you’ll be doubling your fees so you can afford me!  And there’s nothing crazy about that…

Image courtesy: http://www.theworldsbestever.com/2011/11/30/busy-relaxing/

Each month entrepreneur Evan Carmichael creates “Top 50” Lists of movers and shakers to watch in various industries…

This month the website listed the “Top 50 Branding Experts to Follow on Twitter,” and I’m really excited to have made the list! http://www.evancarmichael.com/Business-Coach/4492/December-2011-Top-50-Branding-Experts-to-Follow-on-Twitter.html  (There I am at #24!)

I’d be lying if I said I didn’t pay any attention to top ten lists and Klout scores. (Mine is 64, by the way) After all, who doesn’t like a little recognition – and I have to admit: I do keep score!

In any event, the reason I got so excited about making this list is that it’s recognizing BRANDING experts.  And whether it’s been in my television gigs, my jobs with national cable networks, or with my current video marketing focus, the one, common thread that has run throughout my entire career is branding.

That’s why I was honored to see my name on the “Branding Experts” list – Especially since I’m sharing the same list with heavy hitters like Chris Brogan (who tops the list at #1), author and marketing guru David Meerman Scott, bestselling author Keith Ferrazzi, and personal branding strategist (and my New Hampshire neighbor) Kirsten Dixon.  I’m a big fan of these folks, and you should be following them, too!

But back to branding…

A lot of folks get hung up on branding because there are so many ways to define it.  Yet in the hyper-competitive, information-flooded environment we live and work in, it’s crucial to develop a compelling and memorable brand.  Building a brand for your business can be elusive, but the rewards of a well-defined brand are so worth it.  Just ask Lady Gaga. Or Apple. Or ESPN.  You get the picture…

One of the most important ingredients to creating a strong brand is personality. That doesn’t mean you have to be a personality, or be over the top like Lady Gaga – It just means you have to have a personality and own it.  And I believe there’s no better way to share your brand personality than online video.

Think about it… More than email, more than direct mail, more than print, video allows you to truly express your brand and share it with a worldwide audience immediately. With video, you’re able to quickly and effectively show your personality and define your brand.  It’s visual (obviously), it’s personal, and it’s powerful. Best of all, with video, you don’t have to create a personality, you just have to be you!

Sure, you can be funny or provocative or emotional, but you don’t have to be.  You just need to develop an identity that’s unique to you and then be consistent.  Again, video is the perfect resource for building your brand because it will get you seen and known faster than any other medium.

That’s why I find video marketing to be the single most effective way to “make a name for yourself” and build a compelling and memorable brand.  So what are you waiting for?  Fire up the webcam and start building your brand!

With the use of video marketing skyrocketing, self-proclaimed video “experts” seem to be coming out of the woodwork. Here’s a quick word of advice from someone who has been doing video (and marketing) for over 20 years: Be careful. Do your homework. Shop around. And remember, you usually get what you pay for…

The most important thing to keep in mind is to have a plan in place before you create your video. People tend to get obsessed about the technology. The truth is all the technical know-how in the world is a complete waste of time IF you don’t have a video marketing strategy. So know your goals and have a clear idea of what you want your video to accomplish. Remember, it’s the strategy, schmoopie!

Note: if you’re ready to start strong with a killer strategy, check out how I can help you. Connect with me at http://www.TalkWithLou.com.

Once you’ve carefully considered your objectives for video marketing, then you can create your video, or shop for someone to produce it for you. If you decide to outsource your video production, there are numerous resources available to you.

If you’re on a really tight budget, here are a few resources you can explore:

ODesk.com – I’ve used ODesk for transcriptions and admin stuff, but you can also find video help here. If you’re willing to outsource overseas, you can find editors in India and Pakistan as low as $10 per hour.

Guru.com – Here you can find US-based video editors for $30 – $50 per hour.

Elance.com – I find Elance much less user friendly, but it is another resource for finding affordable talent.

Fiverr.com – Believe it or not, you can actually get a video for five dollars. I took a look at the site today and here are a few of the top video offers: (really)!

“I will make a 20 second video crying about anything you want for $5.”

“I will create a video testimonial as the plastic bag man for $5.”

“I will have my crazy Aunt Judy aka The Crazy Walmart Lady make a cheesy promotional video for you for $5.”

Umm, okay. Good luck with that.

A famous sales quote states that “You only cry once when you buy quality.” Based on your specific goals, you’ll have to decide if you’re better off with a low-budget video, or a high-quality project. And there’s certainly a difference between the video you’re doing on the fly as a quick videoblog post and the video you’re creating to build your brand or launch your signature product. It all comes back to the strategy!

Getting your technology in place is actually the easiest part of the process and something you can do in a few minutes on the web. Getting your overall strategy together is the part most people overlook and the most important step.

That’s where I come in. If you’re serious about having a strong video marketing strategy that brings you more business, gets your name out there, and catapults your credibility to new levels, then let’s talk. Check out www.TalkWithLou.com to set up a chat where we can analyze and discuss your needs.

But if you’re just looking for a five dollar video, maybe the Crazy Walmart Lady can help you with that!