Smart companies with an online presence already know that
providing consumers and clients useful information, whether
it directly relates to their products or services or not,
is what captures attention. This is the key to internet
marketing.
E-newsletters have become more generalized in the scope of
their information and often include how-to information. For
example consumers can learn how to look for the right
lawyer (from a law firm), how to stave off stress (from a
productivity consultant), or how to choose a fine wine
(from a realtor serving a Baby Boomer clientele with
interests in fine wine).
Online video marketing is evolving, too, from efforts to
win product placement and mentions in YouTube videos and
MySpace fare to consumer-friendly how-to videos on
individual business Web sites.
Sites inviting how-to videos include www.LinkedIn.com,
www.NetworkingforProfessionals.com,
www.ExpertVillage.com,
www.VideoJug.com and www.howcast.com. More solo
professionals and companies also are posting how-to videos
on their own Web sites.
Five Smart Tips to Launch Your How-To Online Video
Marketing Reach:
1. Capitalize on your how-to knowledge. If you are a
consultant, create a one-minute or five-minute online video
featured on your Web site on how to start a business, grow
a business, or find a consultant. If you are a maker of
home improvement supplies, create an online video on how to
fix a problem. The goal is to provide useful information,
which creates three advantages: 1.) increasing Web site
traffic from consumers who will return for more useful
information in the next online videos; 2.) positioning of
yourself or your business as an "expert" in the field, and
3.) earning consumer trust.
2. Tap existing sources for how-to ideas.Go to your
favorite Internet search engine, and type in "how-to video"
plus a word or few words describing your field. Take your
cue from what's already been created. Go to www.5min.com
for sample how-to videos on how to fix things, build things
or solve a problem. This, too, can be a springboard to
inspire ideas and formats for your how-to online video.
3. Be direct. Use online video formats to show how to use
your product or service, and employ the free and more
persuasive use of "real" customers who can say how they
benefited and be featured making use of the product or
service as you describe the steps.
4. Create new revenue streams. Your how-to online videos
can be sponsored, become a selling point to Web site
advertisers or become the basis for a co-branding marketing
campaign with a product or service complementary to your
own.
5. Maximize your online video reach. The number of online
social networking sites that allow you to upload video is
increasing exponentially. MySpace.com is still the leader,
but Facebook.com is growing at a faster rate., and
Squidoo.com has evolved into a top expertise-sharing site.
LinkedIn.com is the most direct way to reach professionals
with services and products. NetworkingforProfessionals.com
is another way to share videos with professionals who might
become your future clients.
----------------------------------------------------
Ruth Klein is an award-winning business owner, best-selling
author and marketing and time management consultant whose
clients range from solo entrepreneurs to the Fortune 500.
Sign up to receive Ruth's 7 Part Mini-Course on Branding
and Productivity. http://tinyurl.com/25tqo5
No comments:
Post a Comment