Live Video: Getting Started with Live Video Streaming

Live Video: Getting Started with Live Video Streaming

Live video is a growing trend that we’ve all noticed on Facebook.

Whether it’s your best friend showing off a vacation spot or a company streaming the ribbon cutting of its newest store, many people are experimenting with it. If you’re a marketer, you should consider incorporating live video into your marketing strategy.

Here’s why. Read More

Why Your Website Needs a YouTube Alternative

Why Your Website Needs a YouTube Alternative

There is no question that video is playing a bigger role in marketing than ever before.

Marketers are tasked not only with determining what type of content to create to engage customers, but they must also decide on the best method for deploying videos. For those who are new to video, it may seem easy and effective to host your videos on YouTube. Newcomers are partially right. It is easy, but it’s definitely not the most effective video player for most businesses.

Here are five reasons why your company should host videos using a YouTube alternative.

  1. Connecting with customers on YouTube is challenging

  2. YouTube has a lot of traffic! There is no denying that. And generally marketers want to be where most customers are. According to Fortunelords,  almost 5 billion videos are watched on YouTube every single day. That’s a ton of views, but it also means there is stiff competition, making it hard for your company’s videos to stand out.

    If your brand creates a lot of helpful how-to content, YouTube is a great place to upload. The core YouTube audience uses the platform to either find answers to questions or for entertainment purposes.

    However, if you have video goals like lead generation or creating ROI, try a YouTube Alternative. This will help you better connect with people who are seeking out the information you provide.

  3. YouTube views don’t guarantee visits on your website

  4. Even if people do view your videos on YouTube, there is no guarantee they’ll visit your site. YouTube allows you to put annotations over your videos, but those annotations lead to more YouTube content. Instead of expecting your audience to move from YouTube to your website to convert, get them directly to your website to watch the video. The easiest way to get them to your website is to bypass YouTube all together. If you host a video on your website using a YouTube alternative like Wistia or Vidyard, you’ll be able to more easily connect viewers to the sections of your website where they can purchase your product or service.

  5. Third party players offer better metrics

  6. YouTube Analytics provides some valuable information including performance, estimated minutes watched, and traffic sources. But third party players can provide all of that information and more. Valuable sources of data provided by these other players include viewer drop off (times in which viewers stopped watching), engagement rates, heat maps for each viewer’s session, and connection to conversion points like lead captures to measure ROI of the video. This type of detailed information can be critical for decision making.

  7. YouTube dominates the video experience

  8. The way consumers view and engage with video can play a big role in how effective your content is. You have little control over the viewer experience in YouTube. All uploads use a generic viewer format. Other YouTube alternatives allow you to tailor the delivery of video content. You can even customize player formatting to match your brand. This helps your company maintain a consistent image in the eyes of viewers.

    In using a third party player, you’ll also have more control over the next steps viewers take. You can include annotations that link to your website or vanity page. This will help bridge the gap between visitor viewing to visitor conversion. By integrating with a Marketing Automation Platform, like Hubspot, you can even track in real-time who is watching a video so that you can proactively respond.

  9. YouTube advertisements and other suggested content can deter viewers

  10. One of the biggest benefits of using a YouTube alternative on your website is that advertisements do not pop-up before the video plays and viewers are not distracted by other content.

    The attention span of many viewers is limited. Some will choose to click away if forced to watch an advertisement. Hosting videos on your website allows you to deliver desired content to viewers immediately.

Another problem with having videos on YouTube is that you can’t control what advertisements play before your video. Sometimes, the commercials are those of competitors, the opposite of the messaging you want a potential customer to be exposed to. Hosting videos prevents this mishap, sending viewers directly to your content.

YouTube wants to keep their audience engaged. Suggested videos surrounding the main video and auto-play videos following the current video all encourage viewers to stay on YouTube and watch other videos. This means that it’s easy to get lost in the sea of information.

Here’s a handy guide that will help you decide where to post your videos.

  • For views, awareness, and subscribers: YouTube.
  • To generate new leads, create ROI, keep people on your site, and recommend content: Vidyard.

YouTube has its purpose. If your goal is to raise awareness or promote your YouTube Channel, upload away! But if your business wants to attract traffic to its website and make conversion as easy as possible for customers, try hosting your videos using a third-party player. Yes, these players cost more than YouTube. But what are more conversion worth to you?

Author:

Jade Hanson

DigiVid360
6619 N. Scottsdale Rd Ste D

Scottsdale, AZ 85250
United States


Expert Tips For Posting Videos To Social Media

Expert Tips For Posting Videos To Social Media

Posting videos to social media is an effective way to engage consumers.

Videos can serve as an introduction, they can teach viewers about your product, or they can help establish your company as an expert by helping consumers solve a problem. Whatever your social media video goals are, it’s important to properly execute the creation and distribution of your content. Posting videos to social media can help you reach your social media goals.

The first question you should ask yourself when embarking on your social video journey is, what type of video should I create? Or better still, what type of video content does my social audience want? The attention span of viewers on social media is short, so you have to be posting videos to social media that provide value quickly. A good rule of thumb for posting video is to create content that is either unique or that teaches a viewer something useful.

If you choose to go with the first option, something unique, consider what you can provide to viewers that others cannot. For example, a behind the scenes look at your facility is something competitor’s will not have. This type of video also gives your company the opportunity to show some personality and help viewers connect with your products and services.

Take a look at this example:

Creating a how-to video can also be impactful. How many times have you scrolled through your Facebook feed and stopped to watch a video demonstrating something? For me, it’s cooking videos. Tasty is a group that shares videos almost every day that are less than a minute long.

Here is an example of a how-to video:

Now that you’ve figured out what type of video content will work best for your company, it’s time to create and post. Here are five rules to follow when you start posting video to social.

“The first question you should ask yourself when embarking on your social video journey is, what type of video should I create?”

  1. Make your video only as long as it needs to be

  2. You only have a few seconds to capture the attention of someone scrolling through social media. Make your videos concise. Some platforms will limit the length of video you can post. For example, Instagram limits a video post to 60 seconds. While some platforms allow for longer videos, keep it short and sweet. Most videos posted to social media should range from 15 to 45 seconds. There is even more incentive nowadays to keep your Facebook videos short. Facebook is testing ads that play mid-roll, meaning in the middle of your Facebook video. This could become the new norm for videos longer than 90 seconds.

    On Facebook, we have also found that fun, kind-hearted or emotional stories are the ones that get shared. It’s important to understand your audience and understand what they are interested in.

    Take only the time you need to communicate the message.

  3. Capture your audience’s attention with a strong headline

  4. Having an image or video that attracts viewers is only half of the battle. You must also have a headline that is clear and to the point. Some viewers rely on the headline when deciding whether to watch a social video.

  5. Focus on one subject

  6. Videos posted to social media are short, sometimes just fifteen seconds long. Clearly, you don’t have time to waste. Make sure your videos focus on one topic or demonstration. Viewers will get exactly what they are looking for quickly and you are able to save additional ideas for new videos.

  7. Capture your audience’s attention early

  8. It is ideal to do so in the first 10 seconds. In the beginning of the video, avoid an introduction and heavy branding that makes it look like a commercial.

  9. Add text to your social media video

  10. The majority of people do not listen to audio on social media. Digiday reports that 85% of Facebook video is watched without sound. Subtitles can help capture the attention of those who are quickly scrolling. It can also help those who are unable to listen to audio, for example, someone in a crowded elevator, still engage with your content.  We recommend adding the subtitle text into the video so that you have better control over how the text looks when it’s displayed, and to avoid working with file requirements for uploading separate subtitle data.

  11. Use keywords to help consumers find your content

  12. Optimization is critical for businesses posting online. Using the right keywords or  phrases in your headline and videos can help more people find your content organically.

  13. Post the video to the social media platform’s native video player

  14. Avoid sharing YouTube links for your videos on social. Uploading video to the platform’s native video player will help your post perform. According to Ad Age, “Facebook’s content-recommendation algorithm gives preference to its own video player when determining what content to show in people’s news feeds.”

  15. Try vertical video

  16. Posting video in the 4:5 format will you help maximize newsfeed real estate and provide a better experience for the three-quarters of Facebook users that are on mobile devices.

  17. Set realistic goals for social media video performance

  18. Your social goals should be oriented around Likes, Shares, and Followers. Views and click-throughs are not good measurements unless it is a paid promotion soliciting a direct response.

  19. Consider paid promotion when a social media video does well organically

  20. If you audience liked it, there is a good chance than an extended audience will also like it. Promoting a post that performs well organically is a strategic way to grow followers.

  21. Reuse content

  22. Just like other social media posts, only a small percentage of your followers will see your video post. Re-posting content will increase the number of social media users that see your content.

Everything we’ve gone over is specifically designed to help you maximize your video reach through social media. Just in case you feel like this is information overload, make sure to implement these strategies one at a time. Introducing video to a social media strategy may seem daunting at first but when your social accounts reap the rewards, it will be worthwhile.

Author:

Jade Hanson

DigiVid360
6619 N. Scottsdale Rd Ste D

Scottsdale, AZ 85250
United States


Insider Tips for Working With the Media

Insider Tips for Working With the Media

Working with the media can be a great way to promote your business.

News stories reach a large audience and those stories are often shared on social media, sometimes hundreds of times! Also important for those on a tight marketing budget, it’s free. Sounds great right? It probably is, but there are a few things you should consider before agreeing to put your company in the spotlight.

As a former journalist, I hated public relations professionals that took the steps I am recommending. They take up time and can limit a new station’s ability to craft a story the way it was envisioned. However, as a professional working to protect your company and its reputation, following these steps will allow you to help control the way your company is perceived.

  1. Find out the purpose of the story

  2. One of the first things you should confirm when an interview request is made is, what’s the vision for the story. Next, ask why your company was chosen for the interview. Most reporters do not have ill intentions, but the last thing you want is to be blindsided and have your business featured in a negative way.

  3. Do not commit until you have the right person confirmed for the interview

  4. The “right” person doesn’t necessarily mean the CEO or President of your company. Find out what the story is about and figure out who at your company is best equipped to answer questions about the topic. Nothing is more frustrating for reporters than showing up for an interview and finding out that the contact who’s been lined up can’t answer your questions.

  5. Make sure to prepare the interviewee

  6. Not everyone is comfortable working with the media. For many, it’s a nerve racking experience. Making sure your interviewee is prepared, helps calm the fears. I do not recommend asking the reporter for a list of questions as this often leads to rehearsed answers. Rehearsed answers are rarely used in stories as they sound coached, the opposite of what a reporter wants. However, I would recommend asking for a list of topics that will be discussed during the interview. This way you and your team can prepare effectively.

    “…as a professional working to protect your company and its reputation, following these steps will allow you to help control the way your company is perceived.”

  7. Mention topics to avoid ahead of time to the media reporter

  8. If there is a subject you do not want you company speaking on, whether it’s a controversial topic or a topic your company lacks expertise, express that to the reporter in advance. This will help prevent awkward situations in which your interviewee must dodge unexpected questions. Transparency and communication will also help you build a strong relationship with the reporter.

  9. Prepare a professional looking backdrop

  10. Most media professionals will travel to your site for an interview. This gives you the ability to control what is in the background of your shot. While it may seem like a small detail, having the right setting can help establish credibility for your business. For example, rather than having your physician stand in front of your office building, have them stand in an examination room or a medical laboratory. Not only does this appear more credible, it also exposes viewers to what actually happens at your business, helping them associate your company with future needs.

Working with the media can be a great way to reach thousands of people at no cost to your business. If you take the right steps to prepare, stories can greatly benefit your business and promote the products and services you offer. Remember before the cameras start rolling, follow the five steps listed above. In doing so, you’ll help your company be portrayed as credible experts.

A Step Further

Preparation is vital for working with the media. But did you know that preparing for the spotlight can start months ahead of a shoot? One of the best ways is by making corporate videos. These videos range from company explainer videos to product overview videos. Interviewing the leaders of your business for these videos will give them ample opportunity to practice being on camera, helping calm the nerves that are often associated with video interviews. Shooting corporate videos also allows you to see who can handle interviewing under pressure. Don’t forget to practice some of the steps mentioned above. Step 3 and 5 can be used on your company shoot!

Author:

Jade Hanson
DigiVid360
6619 N. Scottsdale Rd Ste D

Scottsdale, AZ 85250
United States



Moving Prospects Through the Sales Funnel With Video

Moving Prospects Through the Sales Funnel With Video

Video is one of the strongest tools you can incorporate into your marketing strategy.

It not only engages potential customers, but it also educates those customers about your product or service. If done well, some videos can even sell for you. Creating content that leads to sales is the goal of many marketing strategists.  They think, if I can create an effective explainer, my job is done right?

Wrong! Many marketers make this big mistake!

If you are only creating a product overview or an explainer video, you’re missing out on a lot of opportunity.

Imagine this! You are looking for a new job and decide to apply for an open position using only a paper resume. While submitting a resume has historically been the best approach, new tools and tactics are often needed to help you land a job interview. You can submit an application online, connect with the hiring manager on LinkedIn, or even reach out to a recruiter via email to express your interest. Pairing the traditional resume submission with some of the newer outreach methods is a more effective strategy to help you get hired.

Similarly to the job search example, marketers are limiting themselves if they don’t make content for all stages of the sales funnel. Some customers respond well to product overview and explainer videos. Others won’t engage with your content unless they are first introduced to your company in a way that’s not overbearing.
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Video Poster Makes Clinical Study Results Come Alive

Video Poster Makes Clinical Study Results Come Alive

Right now, more than 200,000 clinical studies are going on worldwide, with doctors and researchers studying countless aspects of health and medicine like heart disease, diabetes, nutrition, cancer, drug treatments, pneumonia, childhood food allergies, even acne.

All of the studies, however, have one thing in common: At some point, the results need to be presented to the medical community and key stakeholders. And that’s where Myriad Genetic Laboratories are greatly improving the way this information is communicated and shared.

Using the Power of Video to Communicate Research

There’s no denying the power of video, which uses both sight and sound to capture the attention of the viewer, making the message concise and easier to understand. Here are a few statistics you may not know:

According to INSIVIA, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

Cisco Systems estimates that by 2019, 80% of internet traffic will be video.

Forrester Research says that overall, employees are 75% more likely to watch a video than to read documents, emails or web articles.

How does all that translate to a researcher’s clinical study results? After all, doctors aren’t marketers, and they aren’t in the business of providing entertainment. However, when used as a communication tool, video can make complicated scientific information better understood, far more accessible, and can dramatically increase the size of the audience.
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Video Content Marketing: Time For Video

Video Content Marketing: Time For Video

Trends continue to show more of the buyer’s online journey is moving to the digital world. A recent Forrester report, “2016 B2B Budget Plans Show That It’s Time For A Digital Wake-up,” B2B marketers are in need of new ways to generate more compelling customer experiences. “Simply sticking with what worked previously is a poor strategy,” the report says, “given that business buyers have become more sophisticated in their digital and mobile use.”

One of the report’s recommendations is that marketers should be, “focusing content marketing efforts on video…”

This doesn’t have to be complicated or expensive. There are so many different types of videos that can be created and utilized in many different digital channels.

As you know, content marketing touches every marketing and sales channel. There is an opportunity for video to enhance each of your customer and prospect touch points.
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How to Improve HCP Education & HCP Marketing Using Video

How to Improve HCP Education & HCP Marketing Using Video

Is anyone busier than doctors these days? We bet if you ask anybody in Marketing Communications or Sales Management; their answer would be an enthusiastic, “No!”

In addition to a doctor’s primary passion of caring for patients, he or she must also supervise staff, juggle changing fee structures, deal with new insurance policies stemming from the Affordable Care Act, and manage electronic medical records (EMRs). Physicians also must make time to read medical journal reports pertinent to their specialty, exchange information with their peers, attend medical conferences and sometimes conduct research studies of their own.

It’s no wonder that the doctor’s door is closed more often today to marketing representatives. They simply have less time. And in the biotechnology, molecular genetics and genomic fields, the information you need in HCP education changes often and is complex, requiring more time.

Doctors with less time vs. communication that takes more time? That’s a no-win situation in HCP marketing, you say. And it leaves you with the less dynamic text-only options of email and PDFs.
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Differentiate from the Competition with a Company Explainer Video

Differentiate from the Competition with a Company Explainer Video

We are all racing to bring in new customers or clients. It seems to be a race to be the first, yell the loudest and push the hardest. But I argue that there is a better way to win the race. With the mounting evidence that visual content is crucial in driving both brand awareness and conversions, digital video is entering the forefront of many marketing strategies. But what type of video would work best for your needs?

Naturally, a plethora of video ideas float around the web and could be utilized to suit your marketing strategy. Today, I’m going to focus on a company explainer video to help drive new customers to your business and differentiate you from the competition. Industries having to market complicated products or services, such as healthcare, simply explaining what your company does is an important part of the conversion process. Relating to your audience and helping them understand how you solve for their situation is what an explainer video is all about.

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7 Video Marketing Strategies That Can Improve Sales and Grow Your Business

7 Video Marketing Strategies That Can Improve Sales and Grow Your Business

In recent years, we have really seen video marketing come to the forefront of the digital marketing industry. As internet connections have allowed for higher bandwidth usage, videos have become a go-to marketing choice for some of the largest brands. And have made large brands out of small companies.

However, many businesses jump head-first into video creation without taking the time to stop and ask themselves if the way that they are going about it is putting them in a position to improve their revenue and connect with their audience.

Uploading a PowerPoint presentation with music playing over the top of it isn’t effective video marketing, and in most cases, your time would be better spent on other tasks. But, there are some simple tips that you can follow that help to ensure that your businesses video marketing efforts are effective. Following these video marketing strategies can lead to successful videos.

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