Ep. 98: What Google’s Mobile-First Initiative Means for Your Business

June 28, 2017

Think about the world we lived in 20 years ago.

No Facebook or Twitter.

No stories on Instagram or snaps on Snapchat.

Believe it or not, Google hadn’t even registered their domain name yet.

Now, these digital household names dominate our devices, influence our culture, and drive the ways we stay connected — both personally and professionally.

The ways we communicate and connect with friends, family and brands have changed more in the last 20 years than ever before in human history. The scary part is it’s only moving faster.

For your business, that means a steady stream of change you’ll have to navigate.

Even as a digital marketer, I’m overwhelmed at times with how quickly things change. But if anything, it’s taught me the value of staying ahead of the curve — always looking a few miles down the road. That way I can guide you with smart insights to help you grow your business.

That’s why these weekly news updates are so important. If you want to invest in the right tools and use them to grow your business, you need to know what’s happening in the world of video marketing.

In this episode, Barry Schwartz joins us to explain what Google’s new mobile-first index means for your business, and how you can prepare your website before they roll it out.

Plus, we’ll talk about the latest video marketing news like Facebook’s new mission statement and how Snapchat and Instagram continue to ride the video trend.

Here’s to building a smart strategy that’s designed for tomorrow’s digital world!

00:0000:00

Ep. 97: How to Improve Your Account-Based Marketing Strategy with Video

June 27, 2017

We’ll be the first to admit…

Inbound marketing isn’t the best strategy for every business.

Depending on what kind of products or services you offer, you might be better off targeting a clearly defined set of accounts or prospects.

In other words, you may see better results hunting (ABM) than farming (Inbound).

But account-based marketing (or ABM) still requires you to be strategic in how you convince and convert your prospects. ABM models are highly relational, so your sales reps need to be savvy in how they reach out and nurture those 1-to-1 connections — especially with digital tools.

That means finding creative ways to increase demand for your product or service through personalized video and email outreach.

Joining us on the show is Tyler Lessard, the VP of Marketing at Vidyard, a video hosting platform that helps businesses drives sales with video. Like me, Tyler is obsessed with helping businesses leverage video to:

- Build deeper relationships with viewers
- Learn more about your audience
- Turn viewing insights into revenue

That’s why I invited him to join me for this episode of the podcast to discuss how to creatively combine video with an ABM strategy to convert more of your prospects into customers.

00:0000:00

Ep. 96: How Katy Perry Pushed the Boundaries of Live Video

June 21, 2017

We live in a culture that’s obsessed with the celebrity. From tabloids to reality TV, we’re fascinated by the lifestyles of the rich and famous. And now, with social media and live video, we can feel more connected to them than ever.

Which is why Katy Perry’s video campaign for the release of her upcoming album was so brilliant.

Capitalizing on her audience’s desire to learn everything about her, Katy livestreamed her life for 4 straight days on YouTube. Fans got to watch her eat, sleep, sing, and hang out with other celebrities during her livestream, Witness World Wide.

 And like any good video marketing team, her editors cut down the highlights of the livestream into sharable, bite-sized videos.

So if you want to learn more about why Katy Perry’s video marketing stunt was so successful, plus news from Foot Locker, Snap, Twitter, and more, you won’t want to miss out on this podcast episode!

00:0000:00

Ep. 95: How to Use Music and Sound in Your Business Video

June 20, 2017

Every once in awhile, we get a client that likes to grill our team on the types of equipment and software we use:  

  • “Are you using the latest RED technology?”
  • “Do you shoot everything in 4K?”
  • “How many megapixels does your camera have?”
  • “So what kind of lenses do you use?”

They might think they sound like the video expert, but as soon as they start with questions like these, they unknowingly demonstrate their lack of sophistication with video production.

While video quality is important, they overlook the most important element of video: sound.

 Though it’s much more subtle, sound can ultimately make or break a video. White noise, pops, echos, and muffled voices can all create big distractions, ruining the viewer’s experience.

Sound should work seamlessly with the visual elements of your video. Whether you’re recording audio, selecting the right voice over artist, or choosing background music, you can’t afford to let your audio be an afterthought during your next production.

That’s why I’ve asked Stronz Vanderploeg, our award-winning Director of Production, to share some helpful information about music and sound on this week’s podcast episode. Tune in!

00:0000:00

Ep. 94: How to Avoid a Video Marketing Train Wreck

June 14, 2017

Video marketers have a tendency to make video sound like the end-all be-all to any business problem — making it out to be the holy grail of digital marketing.

But the truth is, even the best videos won’t take the place of tried and true online marketing tactics. In order for your videos to perform (and more importantly — generate ROI) you need to use them as a part of a larger strategy.

Videos need to be seamlessly integrated with the rest of your marketing to be effective, so that you don’t end up with a train wreck on your hands.

As with every Video Marketing Mastery podcast episode, I want to do everything I can to make sure your business is approaching video marketing in a smart, strategic way. So listen to this podcast episode to learn how to avoid the trainwreck and “keep everything on track”, plus the latest in video marketing news!

00:0000:00

Ep. 93: Animation vs. Live Action: Which Is Right For Your Video Goals?

June 13, 2017

Remember Saturday morning cartoons?

Getting up early to sit on the couch with your favorite bowl of cereal…

Laughing at reruns of Tom and Jerry, Looney Toons, or Teenage Mutant Ninja Turtles…  

Well, I have some good news: animation isn’t just for kids anymore.

In fact, it can be a highly effective business tool.

Not only is animation a cost-effective alternative to live action footage, but it also has some significant advantages in the clarity department.

So before you hire a production team and organize your shoot day, consider your business goals. Because in some cases, animation is a better option.

In this podcast episode, Marcus and I explain the advantages and disadvantages of both animation and live action video. Be sure to give it a listen!  

00:0000:00

Ep. 92: Why 3600+ Stores are Closing in 2017

June 7, 2017

Remember when you actually had to get in your car and drive across town to go shopping?

And if they didn’t have what you needed, you’d have to get in your car again and to go another location.

Or worse — the retailer would need to order the item you needed. Then you’d have to wait weeks for your shipment to come in so that you can go back to the store AGAIN and pick it up.

But then Amazon came along, and made our lives a whole lot more convenient.

Which is why it’s no surprise that shopping malls and brick-and-mortar retail stores will soon be a thing of the past.

One by one, superstores and luxury brands alike are closing their doors to offset poor earnings.

And only a few businesses that sensed a market shift early on have been able to adapt.

Like some of the most successful brands today, you need to recognize the shifts in consumer demands, no matter what industry you’re in.

But in order to do that, you need to be aware of what’s happening around you. That’s why I collect the latest news in video marketing every week! Listen to this episode to find out what YouTube, Apple, and JetBlue are doing to move forward to a changing world.

00:0000:00

Ep. 91: Lessons Learned from Producing a Video Series with Mark Traphagen

June 6, 2017

So, you’ve decided to start a weekly video series.

You work hard to keep your content consistent, and you’re doing your best to improve the quality of your videos…

But after a while, you come up against some road blocks. You notice that your new videos aren’t getting the level of engagement that they used to, and you’re not gaining as many subscribers.

How do you identify the topics your audience is most interested, avoid running out of ideas, and prevent a growth plateau?

At some point in time, most content creators are going to run into at least one (if not all) of these problems. And failing to find a solution can mean a dwindling audience.

Or worse — the demise of your series.

All of that time and hard work could amount to nothing if you can’t maintain momentum.

But the good news is, you probably already have all the tools to improve your video series at your fingertips!

You just need to know how to use them correctly.

And to point you in the right direction, I’ve invited Mark Traphagen — Senior Director of Brand Evangelism at Stone Temple Consulting and star of the “Here’s Why” video series — to explain how.

After 121 videos and counting, Mark and the Stone Temple team have used analytics to maintain the momentum of their video series and grow their business, and he explains how in this podcast episode.  

So tune in to hear Mark’s insights on producing a long-term video series!

00:0000:00

Ep. 90: What Marketers Can Learn from Generation Z

May 31, 2017

Over the last few years, Millennials have gone from an age classification to a cultural obsession. Each week, there are countless articles that both celebrate and condemn the way this group of young consumers behaves:

  • Older Americans are More Millennial than Millennials (The Atlantic)
  • ‘Adulting’ Classes Teach Millennials how to Grow Up (CBS Miami)
  • Why Millennials are (Partly to Blame) for the Housing Shortage (The Wall Street Journal)
  • Millennials are Fueling New Growth in Recreational Vehicle Sales (USA Today)
  • Here’s Why Millennials are Ignoring Your Brand (And What to Do About It) (Inc.)

But while everyone is scratching their head, trying to understand what curveball Millennials are going to throw next, many are overlooking an emerging consumer segment: Generation Z.

Though they’re easy to mistake for kids messing around on their parents’ iPad, it’s critical that marketers not only pay attention to — but learn from their behavior.

As the first generation to be fully immersed in digital technology from birth, understanding their online engagement is key to predicting market trends of the near future.

Without a doubt, the big fish in social media and technology are closely watching the online patterns of people who were born after 2004. And if you want to be ahead of the game, then you should be too.

So tune into this week’s episode of Video Marketing Mastery to learn about Gen Z, Apple, Quora, YouTube, and more!

00:0000:00

EP. 89: 7 Clever Ways to Inject Your Sales Message Into Helpful Content

May 30, 2017

We totally get it…

You’ve spent a ton of time, energy, and money developing a great product or service. And if you’re like most companies, you’re eager to get the word out.

But when you jump straight to the sale, you’re often setting yourself up for failure.

Even prospects that are close to a buying decision can be turned off by a hard sell. So if you want to make the most of their hard-won attention, you need to guide your prospect to the finish line.

And the best way to accomplish that is to be relentlessly helpful. Offer useful information every step of the way, so that when they’re ready to purchase, they’ll come directly to you.

But we know this is easier said than done. So I’ve asked Marcus to join me in explaining how to inject your sales message into helpful content your prospects actually want to consume.

If you’re struggling to get prospects to pay attention to your sales message, this is an episode you won’t want to miss!

00:0000:00