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Benefits of video marketing

Video marketing is one of the best ways to promote a product, website or company. A video ad can contain a demonstration of a product's use and usability. Add to that a human face and a very pleasant voice (or even a well harmonized combination of a woman's voice with a man's), and you can have your prospects wrapper around your finger. By using these techniques, the prospective customer can relate more to your company and to what you're promoting. Doing video that's published or produced in regular installments (series), typically chronologically, like in a novel or television drama. AKA - a web video show, video series, webisode, episodic video blogging, etc...

The proven success of serialization in traditional media is obvious - the audience reaps the benefits of video marketing from following a storyline that can leave people wanting to stay tuned for more, and builds a community of passionate followers who debate with each other on the nuances of the series, making them feel that they are a part of the series itself.

Robyn explained that online video serialization isn't just meant for glossy-produced webisodes with actors. As Robyn explained, anyone who can simply has a webcam and can think like a scriptwriter (and an editor), can build their own web show series that gets an audience more emotionally invested, where they can participate in the story as it unfolds, and dialogue with others in between its breaks.

There are several ways a business can use a video online to its advantage. Video can be used to describe a product or service in detail, without any confusion. Video blogs can be used to welcome viewers to websites, or discuss company information; Video conferencing can be used by businesses to remain in contact with clients and associates on a more personal level. Online advertisements have also proven to be an effective way of driving traffic to websites, and capturing a viewer's attention.

When an ad contains a link to a website, or the name of a company website, it is quite likely that the viewer will visit that site. Studies have found that of the 69 percent of internet users viewing online video ads, 40 percent visited a web site mentioned in the video ad, and 15 percent requested product information.

Businesses may also gain high recognition for their brands by having their ads circulating on the web. A good video can be the best way to spread a message, product, or brand. Placing videos on search engines, and using strong keywords and taglines, can be a successful way of getting video recognition. Having web videos passed along through e-mails and word of mouth is another excellent way to gain brand recognition. Thirty-eight percent of those who watch web video say they pass it along to others, usually through e-mail.

With the right content and the right recognition, using the video through the internet can be a powerful tool to any business.

Here's an excerpt of Robyn's keynote at The Chicago Association of Direct Marketing results 2010 conference, where she explains in-depth about her success with serialization in blogging and social media...

"I think one of the things that worked really well for me, without really intending to, was I created like a serial - almost like a soap opera - for people. And I think that's why they started tuning in on a daily basis. I wrote regularly. I think that is one of the most important things with social networking - whether it's blogging, Facebook, Twitter."

"The thing about the serial idea to this that I didn't really know that I as creating, was that when I go back and read the site, I realize now I was creating cliffhangers. On Friday, when I would announce what I was going to try out, on Monday I would have more readers than the week before. People were so excited to see what happened, and they let their friends know who started reading. I created this narrative. For my project, it was easy to do that, because there was a beginning, middle and end. I was thinking about creating a really interesting story that just grabs people. Maybe it comes from my theater background, but we're told to always create a beginning, middle and end to a project. So if you invent yourself and create a strong brand out there (for yourself) in the beginning, you seem to be leading up to something really exciting. There's an amazing amount of buy-in and benefits of video marketing, that people get so excited about."

Online video marketing

Marketing Techniques

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