Raymond and Pierre-Paul consulted their team and came up with a series of 6 video topics based on the most popular questions their customers approach them with. Our strategy was to film the “hot topics” and publish a series of 3 minutes videos to social media channels. This is because the fastest way to promote video is through YouTube as it is now the second largest search engine. Of course, proper SEO is imperative to have the videos rank well. This means researching relevant keywords and terms that are competitive and using them in the videos titles, description and tags. Also important is to the URL link to the company’s homepage.

One of the videos we produced for Cycle and Sports Paul is How to Repair a Flat. This was chosen for 2 reasons: firstly, the staff can refer their clients to this video to learn how to do the repair on their own, and secondly, this topic is one of the highest searched bicycle tip topics on YouTube. Videos on how to repair a flat that have been posted 4 years ago now have over a quarter million views.

Cycle and Sports Paul are posting their videos to YouTube, Facebook, Twitter and Blogs using SEO techniques. This is going to help increase their video views, help with the overall SEO of their website, and increase their brand awareness.

Bike Flat Repair from MemoriesFX on Vimeo.

Content is King

Content has the ability to drive more web traffic than any other form of web marketing. If you have the right content available to those in need then you have a much better chance of being found than through other forms of Internet marketing. This is according to a study by the “Online Publishers Association” titled “Internet Activity Index”.

 5 thing to keep in mind when creating How To videos

1. Keep them simple
2. Plan your content well
3. Use a credible person not an actor
4. Keep them short
5. Have good audio

Curating video content

You can create your own how to videos or curate videos made by others from YouTube. This is a cost effective way to provide good content to your audience on your website and blog. You can also ask your fan base to post their how to videos.
In fact combining professional and consumer generated videos seems to be most effective according to a study by comScore and EXPO

5 ways to Market How To videos

1. Send link to customers who make product related purchase. The day after purchasing my iPad I received fabulous easy to follow how to videos from Apple.
2. Post them to your YouTube channel. Add search engine friendly title and tags
3. Post them to Facebook or provide link
4. Send out notice to Facebook and Twitter fans
5. Subscribe to videos produced by others on YouTube who have many subscribers. They might subscribe back
6. Post the videos on your website
7. Post the video to your blog with a short article

How to open a V-brake on a bike from MemoriesFX on Vimeo.

Constant access to the Internet through high speed access on mobile devices makes it fast and easy to compare models, check prices and see what others are saying about your intended purchase. This can all be done instantly while shopping in a store where you are considering a decision.

Social sharing sites have exploded and more and more we are being influenced by what our friends and acquaintances are sharing and recommending.

The ability to access information in rich media format about a subject of interest is now easier than ever thus brand owners and marketers are realizing that the time spent on the Internet and social sharing sites is an opportunity to build brand awareness through strong content creation.

The fastest growing form of content creation for brand awareness is video. Video favours the creation of compelling stories or entertaining clips that can go viral through sharing and liking on sites like Facebook, YouTube and Google Plus.

This type of content has been coined magnetic content as it attracts consumers to watch the content, like it and then share it.  The content needs to be very compelling, entertaining or informative. Another term for this type of content is liquid content. Coca Cola is now using this term to define their content, which is a switch from the term creative content they have used in the past. (see Jeff Bullas article “10 Reasons Why Liquid Content Should be Included in Your Social Media Marketing”).

According to eMarketer  video is the leading form of content creating, whether magnetic content or pure advertising. In their report “Top digital Trend for 2012” they say that this type of media reproduces the richness that consumers associate with TV, often at a lower cost.

eMarketer claims that by 2015, video ad spending in the US alone will reach $7.11 billion, up from $2.16 billion in 2011. In the past year alone, growth was 52.1%.

Like any medium, there limitations to using video as a viable branding and advertising asset.  The main one is cost as creating engaging and viral potential content takes a creative strategy and good production values. This especially poses a greater challenge for small and medium size businesses working on more limited marketing budgets.

The other challenge is broadcasting the video so that is gets viewed by the target audience and that there is a measurable way to determine the impact and ROI. There are multiple tools and ways to measuring video content consumption. Many brand owners and marketers are taking their first stabs at creating video content and do not take sufficient time to plan the strategy and how to measure the impact of their campaign.

Video content for online advertising and social media sharing is undoubtedly a great opportunity for smart brand owners and marketers to leverage and give them a competitive edge now and in the near future.

Download the eMarketer report  here

Steve Goldberg, Video producer, Memoriesfx

Video enhances corporate communication and can be used in multiple ways. This article illustrates a great way to use video to introduce a key person into the organization. It is part of a case study based on work with an actual client.
This summer, Rabbi Lisa Grushcow will assume her role as senior Rabbi at Temple Emanu-El Beth Shalom as Rabbi Lerner begins his retirement after 23 years. In a one on one interview, the incoming Rabbi talked openly of her aspirations and hopes of what she may learn and in return bring to the Westmount Reform Temple’s congregation. Rabbi Grushcow tells us why she became a Rabbi, and in particular a congregational Rabbi. We learn it is because of her deep appreciation of being involved in people’s lives, that she feels it is a special honor to be part of the joyful times and of the tragic and sorrowful times. The Rabbi also describes her philosophy of Judaism and shares the heart of her understanding of Judaism.
As a former Rhodes Scholar, and a Wexner Graduate Fellow, Rabbi Grushcow is incredibly articulate and knowledgeable, and what especially come across in this video clip is the Rabbi’s warmth, genuine compassion, sensitivity and love for what she does. And that’s what makes video such a great medium for introducing new members to an organization. As a reader you simply cannot get the same “feel” for the interviewee as you do when watching a video of the interview.
In an organization, when new executives come on board they are introduced to the rest of the senior members. But it is not often they get to talk about their aspirations, their philosophies or their take on certain ideas. And what about the rest of the organization? How are they introduced to key personnel? How empowering it is for them to be introduced to new personnel who will have an impact on the organization.
Using video to introduce key personnel is a great way to involve the whole organization in welcoming its new members. It is easy to set up and film the interviewee. The video clip can be accessible to everyone either on the company’s website or sent as a link in a memo. An introductory video helps build the relationship between new members and the rest of the company. It is a welcoming and inviting strategy. See all the videos of Rabbi Grushcow

And here’s the link to the preview of  Down the 401, the Ride of a Lifetime . Enjoy!

Testimonial videos are a great way to quickly provide a description of the quality of services received by a provider. Two partners from the notary firm Fehringer, Fournier and Raszplewicz talk about their experience with GV Computer Services. In under 60 seconds the viewer gets a sense of the quality of services that were provided to the notary firm:  Professionnal, reliable, and affordable. Because actors are not used, the testimonials are authentic and thus build trust with the viewer.

We came across a story that is compelling and inspiring. We want to share it, so we are producing a documentary film,  in the hope that others will be driven and motivated as Mark is.

Mark is a severly overweight accountant from Montreal who is trying to lose over 70 pounds in 12 months in order to participate in a cycling event to help raise funds for kids and their families who are fighting cancer. The event is the CIBC 401 Bike challenge that involves cycling from Toronto Sick Kids Hospital to Montreal Children’s Hospital, a total of 576 kms in 2.5 days. It is a feat even for those who are fit and athletic!

Mark’s goal is to lose 70 pounds in 12 months (he has already lost  40 pounds since filming began 5 months ago) so that he may cycle the mandatory fast pace in difficult and sometimes gruelling conditions. To meet this challenge, Mark needs to modify his lifestyle which means redefining his relationship with food and with himself. Mark seeks support and experise from friends, family, peers, and health professionals so that he may find the courage and determination to be able to participate in the ride of his lifetime.

Will Mark be able to keep his fears and doubts in check during the ride’s 576 kms? Will his year of training suffice his body to get through this challenge? Can he hold the 30km plus per hour pace? What will he need to find within to stay in the group? What demons will he have to defend himself against? And that self defeating sword of his…… Will he have the power to resist its pain?

We hope our film’s message will inspire others to fight their battle, however small or big, in their efforts to find optimal health.

If you would like to contribute to the production of this documentary, to which we decided to donate 10% of all online contributions to the Sarah Cook fund, click on the title in the image above or http://igg.me/p/46253?a=278524

The year in review goal setting guided training video provides a fast yet efficient method to set goals for the coming year or time period. You can use this method to coincide with New Year’s resolutions and at any time during the year. The video walks you through every step of the process with some tips and encouragement to help you complete the process.

This takes New Year’s resolutions to the next level as it gets you to think back and reflect on what occurred in your life over the last year. Your review of your past provides an understanding of what happened and why and enables you to be more strategic in setting your plans and goals the the coming year or time frame.

You can download either the PowerPoint or PDF documents that you use to write down your thoughts and goals. Links to these are also available in the video player as well. I suggest you download one of these to have handy while you watch the video so you can fill it in as you go. The PowerPoint document is better if you want to fill it in directly on your computer and the PDF is better for printing and filling in by hand.

Access the video

Download the PowerPoint here

Download the PDF here

Congratulations on your decision to set your goals in writing and I wish you the best of success.

Steve Goldberg

Why does video move business? Watch this to experience the answer.

 

 Video appeals to us through our senses, drawing us into the excitement of what is being viewed. Using a professional audio track and visually engaging images pulls us right in to the story being told.

Modus Cycles strategically uses the power of video to let the public know of their most recently released products.  They use cloud video which makes it a cinch for their online visitors to search, view and even buy products online.

Because people typically search on the web for information using YouTube “How To Videos”, Modus Cycles routinely uploads short video clips to their Facebook page, Website, blog, etc. to share their expertise.  How to attach front wheels, how to adjust brakes….

They also use video for Live Demonstrations showcasing their products’ possibilities. When you watch the video don’t you just want to buy that bike and get out there? How many of us have shared something we find exciting on Facebook ? Free advertising.

 Modus Cycles also uploads special announcements such as live coverage of events further creating  anticipation and tension.  

What do you want to watch while peeling your potatoes?

Judy, www.memoriesfx.com

1. Content: Show you are an expert in your field

Your content will depend on who your target audience is and what the objective is. So be sure to clearly define both. Who do you intend to address in the video? Is it to business owners? Consumers? Professionals?  And what is the objective of the video? Is it to demonstrate a new product? To introduce a new service?

When considering the content, draw on your own experience. What are some of the questions or concerns that you are typically asked.  Be sure to address these questions.  Remember, your content must be of value to your audience to keep them engaged.  So make sure your message is clear and easy to understand.

Consider who you would like to represent your company in the video. Who you choose may depend on the objective of the video. If you present, practice in front of a friend/colleague to get feedback. And when you present on camera, be enthusiastic, look directly at the camera, and smile!

 2. Production values: Adds credibility

Make sure the quality of the clips is good. Use an HD camera, diffused lighting and an external mic. Make sure to adjust for white balance, watch out for distracting background visuals and noise. Good sound quality is imperative. Use title bars with the company logo to identify the presenter and this or her  position in the company. And if you use images and graphics they should be relevant and grasp the key elements quickly.

 3. Publishing: Get found

Put the video on your website, either on the home page or on the page that is relevant to the content of the video. Make use of social media. Open a YouTube account; add a title and tag words and a description. Do the same with your blog and FaceBook. The strategy is to drive traffic to your website.

 If you follow these 3 easy steps, your video message will be delivered in a professional way resulting in longer engagement times and increased conversion rates.