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Apr 18
Video marketing success

Video Marketing: Getting Started With A Goofproof 20 Step Checklist

By Marketing Tips, Video Production

As a Toronto marketing company in the trenches of the digital marketing revolution, we’ve witnessed the rise of video marketing as a key tool in your marketing toolbox. In fact, partly because of algorithm changes, views of branded video content have increased:

  • 258% on Facebook and
  • 99% on YouTube as of June 2017

And, when deployed on your site, videos have been shown to increase conversion by 20% and average order value by 19%.

Sounds great but given that there’s 100 hours of video uploaded to YouTube every minute, how do create video content that will get found and be successful for your business? Here’s a hint; the most important part of the video production happens before the shoot. It’s all about the pre-production!

Here’s a 20 step checklist to successful video marketing pre-production:

1. What Are Your Goals For The Video?

Define how you are going to measure success, for example:
Simple Brand Awareness (Views and Reach)
Leads
Actual Purchase of Product or Service. Different goals will have different video marketing strategies.

2. Who Is Your Audience?

Define the buyer persona (Demographic, Hobbies/Interests, Read More

Oct 23

Does My Website Need Video? 5 Tips To Avoid When Creating A Video

By Digital Marketing, Video Production

The way people are consuming information online has been changing as video is taking over the internet. As a Toronto marketing company, we’ve seen first hand how posting videos instead of static posts can increase your reach by 5X and engagements by 6x on Facebook and other social media sites. And it makes sense. Would you rather sit there and read a boring old caption with a still image, or watch a flashy video that engages and teaches you about a new product or service?

That being said, video marketing can be expensive. Is it really worth the time, cost, and headache to create a video for your website? The short answer is yes! (as long as it’s good). Before we get into the tips for creating a website video that rocks, let’s first cover why a strong website video is so important.

Read More

Jun 02

TICO, The Travel Industry Council of Ontario, Asks The Marketing Garage To Go Wild!

By Video Production No Comments

We’ve been busy at Brand Mechanics launching a new business partnership with Toronto-area marketing company, Larter Marketing. The new business, dubbed The Marketing Garage (hey, where else would brand mechanics work?) is the combination of veteran marketing consultants Brian Larter and Bob Nunn.

The first TV commercial to come out of the new business is for the Travel Industry Council of Ontario (TICO).

The Marketing Garage has been working with TICO with a mandate to help create and increase overall consumer awareness. Over the past few years website traffic has increased 540%, now averaging over 200,000 visitors annually, while the annual Omnibus Research Survey has shown a steady increase in Consumer awareness and understanding of the functions of TICO over the past few years.

For more information on the TICO spot or working with The Marketing Garage contact: Brian Larter @416-721-9500 bwlarter@larter.ca

Bob Nunn is an award winning internet marketing consultant based in Toronto passionate about getting brands tuned up for the online era. He is the founder of BrandMechanics.ca and a regular speaker and guest blogger. Contact us to have us pop the hood on your internet marketing performance.

Nov 16

How To Cost Your Next Video Production

By Video Production No Comments

Here’s an easy way to budget for your next video production.

When it comes to Film, TV or Internet marketing,  video production costs are always affected by the following four areas.

1.    Length of the video

2.    Production values desired

3.    How many hours are planned to complete the project

4.    Complexity of the elements (# of talent, days on location, special effects, animation, etc.)

Whether it is a simple internet marketing video or a large, complex production, anyone making a video has to consider these four elements when determining video production costs and how they will impact on what the final outcome.

Bottom-line: You have to decide on what you want the outcome to be.  

Here are examples of three types of productions (lower, medium and higher priced videos) that will these four elements impact your video production costs.  Read More

Oct 07

Adding Video To Your Website: What Have You Been Waiting For?

By Video Production One Comment

Videos on your website are worth their weight in gold. And with the price of gold today, more and more marketers are looking to ways to maximize their brand’s emotional benefits while in front of the consumer.

Too often marketers rely on text to tell their corporate story.

Video Production Storytelling

Marketers also add photos to help with the messaging, but there is no better way to build a persuasive story than to marry emotion, with motion, sound with Read More

Jan 07

Susan Boyle Revisited: Another Great Example of Video Marketing

By Video Production One Comment
A few weeks ago I wrote about why you’re not Susan Boyle and how the more sure bet to being successful with your online video is to use it for product demonstration vs. trying to be the next great thing Hollywood falls in love with.
Here’s another great example some of you may not have seen by Emanuel Rosen, author of The Anatomy of Buzz.  Blendtec was a fairly successful maker of blenders with a strong website.

 

Not only is the site an almost perfect example of optimizing a site for search engines and converting leads but as part of that they had had discovered the power of product demonstration in boosting sales online.

Not a big leap perhaps because they’re in a business not far removed from Ginsu knives and Sham-wow but what they did next was truly inspired.  And better yet, inspired by their customers.

Originally built on their site ‘Will It Blend?’ has become one of the biggest viewed channels on YouTube.

 

And the bottom-line on the bottom-line?  This great blend of product demo first and entertainment second increased sales 700%.  Nice.

The Marketing Garage is an award-winning Toronto marketing company that cuts through the digital marketing hype to deliver real results. Our unbiased, data-driven audits help you understand what’s working. And what’s not. Read some marketing case studies or give us a call to pop the hood on your marketing.

Dec 14

Why Your Video Marketing Is Not Susan Boyle

By Video Production 2 Comments

Online video is a new power tool for marketers.  It can boost conversion of your site twofold and give your business the multi-media personality previously only big companies could enjoy.

But you’re not Susan Boyle.

You make look like her (I do) but you don’t sing like her.

So don’t waste your time trying to go viral purely on entertainment value.  My friend Chris Carder over at ThinData calls it ‘lightning strike’ marketing.  You do it because, hey, it struck over there.  Good luck with that.

Instead, if you’ve got a remarkable story, a more surefire way to get online video working for you is pure & simple product demonstration.  Here’s great example I came across recently.

Working with a U.S. sports retailer last week our keyword analysis showed a huge amount of traffic going to the used gear section of his site likely driven by these economic times.  By adding an online video with tips on what to look for when buying used he’s more likely to get found by the search engines and increase the conversion of visitors to customers.

Then once you’re done doing your Scorcese thing and it’s up on your site, take it and put it out there on the world wide web and see what happens.

This way even if Simon Cowell doesn’t like you, you’ll win over your own fans.

A follow-up to this post with more examples can be found here: Another Example of Good Video Marketing

 

The Marketing Garage is an award-winning Toronto marketing company that cuts through the digital marketing hype to deliver real results. Our unbiased, data-driven audits help you understand what’s working. And what’s not. Read some marketing case studies or give us a call to pop the hood on your marketing.

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