Monday, May 21, 2018
Video Marketing Glossary of Terms For Small Business Owners
When we do videos and video marketing for clients, we encounter a broad range of knowledge.
Typically, we deal with business owners who really just want to focus on their business and have us handle everything. We also try not to use jargon with clients and talk in plain English.
However, it can be challenging to understand the language being used in the Online Marketing world; particularly when it comes to Video Marketing if you’re brand new to it.
Here is an A-Z glossary to help get better acquainted with some of the basics of Video Marketing.
This is helpful in talking as you review the production elements of a project and can even help you talk apples to apples in regards to what you are seeing that you might want to change.
Animation – A rapid display of a sequence of 2-D images or model positions that minimally differ from each other in order to create the illusion of movement.
Aspect Ratio – The relationship between the width and height dimensions for any frame or video. For instance, the widescreen ratio is 16:9.
Auto Play – A feature that allows a video to start playing automatically when displayed; meaning the user doesn’t need to click any buttons in order for the video to play.
Call-to-Action (CTA) – Frequently used in various areas of marketing including online videos, a call-to-action is text or a graphic that prompts viewers to take the marketer’s next desired course of action. Examples include: Download now, contact us, sign up, share with friends, etc.
Captions – Text that appears over a video that is associated with specific scenes and narrates dialogue onscreen. Captions can be either open or closed. Open captioning is displayed anytime the video is played; closed captioning is not seen unless the user specifically sets it up.
Click-Through Rate (CTR) – The rate that someone clicks on an ad (or any other type of marketing tool) that is displayed.
Conversion Rate – The rate that users take the desired action after watching a video ad (or any type of marketing piece), such as visiting a purchasing a product or service.
Embed – The process of taking the HTML code from a hosted online video and placing it elsewhere on the web, such as a website, social media site, etc.
Explainer Video – A short and informative video that is usually up to 3 minutes long. They are usually light-hearted and entertaining to watch and are powerful for capturing and holding viewers’ attention.
Fade-in / Fade-out – A transition effect where an image, text, or voice slowly comes in at the beginning of a video – or leaves at the end of a video.
High Definition (HD) – A video with a much higher quality and resolution than standard definition. This refers to the level of detail on the screen that usually provides a crisper video and more vibrant colors.
Hyperlinked Video – When specific objects are made selectable by the video user interface; creating the ability for users to interact with embedded user-clickable actions that allow navigation between the video and other outside elements.
Interactive Video – Online video that allows viewers to interact via clickable annotations placed throughout the video; resulting in an enriched viewing experience and better audience engagement.
Mobile Video – A video that can be viewed via a mobile device such as a smart phone or tablet.
Motion Graphics – Use of video or animation to create the illusion of movement.Often combined with audio for use in multimedia projects.
MPEG 4 (MP4) – This is the standard digital multimedia format commonly used to store online videos; it contains support for external digital rights management and interaction.
Non-linear Video Ads – These ads run parallel to the video content so the viewer can see it and still watch the video. This can include overlays and specific placements within the video content.
Online Video – Any form of digital video that is available for viewing over the internet.
Overlay Ad – An ad that usually appears in the bottom 20% of the video window while it is playing. When users click the ads, they are usually directly to another destination such as a website.
Pre/Mid/Post-Roll Ads – Video ads that are shown before, in the middle or after video content.
Promotional Video – Video content that is designed to advertise a company, product, or service. These videos usually take on a variety of styles with the sole purpose of drumming up interest activity that will result in a sale.
Rendering – The final process step in creating a video. During rendering, the computer processes all of the components of the video before it produces a final copy.
Script – In terms of online video, the script is the text content that is written in accordance with the purpose of the video. The script is essentially the dialogue for the video and should be written before the actual video creation process.
Storyboard – A visual plan of all the scenes and shots in an animated video. The storyboard indicates what happens, when it happens, and how it happens within the video; objects in a scene are laid accordingly.
Streaming Video – Videos that are received by / viewed by the end-user while it is being delivered by the provider. This can be done on the internet without needing to download the video first.
Talking Heads – Video content that is presented without any extra animation or graphics. In a nutshell, it’s just a person talking on screen.
Thumbnail – A thumbnail is a very small image used as a preview of a video that is embedded in a player.
User-Generated Content – Media content that is submitted by other users that may be publicly available to the consumer audience.
Video Ad – An ad in which the advertising message is delivered through video.
Video Compression – The process through which a video file is reduced in size for storing and streaming on the internet.
Video Marketing – The process of marketing any company or brand online by using video content – whether promotional or educational. They should be closely geared towards your target audience, contain relevant information, and include a call-to-action.
Video Monetization – The process of adding specific revenue-generating tools and features into online videos with the sole purpose of getting paid.
Video Player – A media player used for the playback of digital videos from media including optical discs (DVD, VCD) and computer files.
Video Search Engine Optimization – The process of leveraging video to increase search engine rankings for selected keyword terms and phrases. It also involves incorporating optimization techniques to your videos to help them get more exposure on specific platforms, such as YouTube.
Video Sharing Networks – Websites such as YouTube, Vimeo, and Daily Motion that allow users to share web video content with other users.
Viral Video – Online video that gains widespread attention by being widely shared (typically via social media).
Vlog – A video-based blog; users can post video entries which are presented in reverse chronological order.
Voice Over – Video text spoken by a narrator. It is used for explanatory purposes to compliment the video content with the goals of better retention, clearer explanation, and higher levels of engagement.
Whiteboard Video – An animated style of video that contains a whiteboard and hand that draws out / writes out the video content in a way that engages your audience at a deeper level.
YouTube – This video-sharing site is the internet’s 2nd largest online search engine – right behind Google. It is a great source for any business to reach their target audience by using video content.
We hope this helped you and if you have any other questions regarding video marketing, please drop us a line at 813-200-9705 and we can talk.
Tuesday, May 1, 2018
How to lose a million dollars with bad photography
Let me tell you a sad story about how a major university lost about a million dollars with bad photography.
University “X” wanted to update their look.
They produced new flyers for leaving in high school, slick brochures, posters, videos and a trendy website. They were poised to launch in the fall, when students would be looking at schools.
The truckloads of materials were shipped to high schools across the US. The TV commercials were at the stations ready to engage prospective students.
Then it happened…
About 4 days before the TV started to run, and about a week before all those truckloads of materials arrived, another large university sent their truckloads of brochures and TV commercials across the US…
… With the exact images the other University had chosen.
Both schools used the same stock images (They were really good ones too). But… they were EXACTLY the same.
The TV commercials used stock images to… the EXACT same ones. A smiling guy graduating here, a beautiful girl in class raising her hand.
University “X” began to get calls as to why they “copied” the other school. The TV stations asked if they wanted to replace them because they were “quite similar”.
However, for University “X” it was too late. The damage was done, they budget was spent. They didn’t have the time or budget to redo everything.
When representatives visited the schools, they found their material had been placed behind others. The local TV spots didn’t produce the results they normally saw.
The impact skewed their admissions numbers and cost them both money and reputation.
… what happened next?
The school put in a policy that from then on, they would use custom images from a professional photographer that not only showed diversity, but they owned the rights to all the images. The following year, they spent 5 figures on photography and 5 figures on videos. They were able to create a “real students, real achievement” campaign using actual students.
…and had the best admissions year they ever had in the school’s history.
Now, you might not have a university, but there are some lessons learned here.
With the Internet and “new media” being the way it is today, photography is becoming more crucial to the promotion of a product or service than ever before.
It Gets attention. Visual elements increase readership by over 80%.
It’s more efficient. Visual images are processed 400% faster than words by the human brain.
Stock photography is great, but great stock photography, especially in niche markets is overused.
It increases nonverbal communication. With over 90% of communication being non-verbal, combining visual elements with well-written text is an excellent way wake up your audience.
It influences emotion. It has been shown too many times to count that consumers buying decisions are emotional first. The use of impactful photography drives emotional responses surrounding your business.
It creates a great first impression. We make snap judgments, sometimes on a subconscious level, about all things we see like it or not. A professional appearance, including great photos displaying a product or service in context, builds trust.
IT actually does drive sales. There is a direct correlation between utilizing high-quality images in marketing and sales increases. Photographs help consumers visualize themselves using a product or service and allows them to imagine it improving their life in some way.
We would love to help you drive sales and increase profits with great photography. For a free material review and strategy session CLICK HERE.
Tuesday, April 17, 2018
Why SEO generates positive ROI
Many SEO companies get a bad name not because they don’t know what they are doing, but because they are too scared to tell a client they won’t see instant results.
When you sign up for SEO services, you don’t necessarily need to be locked in an iron-clad contract. However, you need to know what you’re signing up for – a long-term commitment that will pay you back multiple times.
We give our SEO quotes in one big scary annual number and indicate you can pay it monthly. Why? Because we’re not afraid of having a conversation about the value that an SEO campaign will bring a company over the long-term.
If you plan on being in business over the next five years, and SEO strategy offers the best ROI you will ever get. Better than direct mail, better than AdWords, better than social media and even more stable than referrals.
However, it is un-nerving to put out money and not see what you are getting. Here is where most SEO companies fall down as well. In the first part of an SEO campaign, you are paying for activity on the part of the agency. This is where they spend their time setting things up, and doing research on what “will” work, instead of just starting “stuff” (we see this all the time and it makes us sad).
There is a lot of nerd math taking place at this point and it assures that we will still be friends and working together for a long time.
For some of our larger engagements, we even have a roadmap that we actually produce that shows how much SEO will cost, when you will start to see positive ROI based on your sales and margins and how much profit you will make in years 1,2, and 3. Yes, you can actually get a report that tells you exactly what you will need to make money and how much you will make, all before spending a dime on an actual SEO campaign.
These are great because you can actually include them in a business plan and build a case for investment in your company based on returns.
These are 6-8 week projects and they are not cheap nor free but can really give you a solid case for spending or revising things to make sure you are profitable.
We used to do these on a contingency basis so you didn’t have to pay until you got financing. However, as with many things, people can be interesting. Our last “contingency” roadmap let us with an email stating that they didn’t get financing and thanks anyway. About 6 months later at a charity auction we saw the investor who was very excited about our plan and had given that company 12 million dollars. She wasn’t happy when we told her we never engaged.
We love helping clients make money with SEO and we also do a lot of “repairing trust” with SEO because past companies have burned people. If you would like a free strategy session of how SEO could work for you, we would love to help. We’ll give you some ideas and see if SEO might be a good strategy for you!
Tuesday, April 10, 2018
|[Source photos: gilas/iStock; yotrak/iStock; JANIFEST/iStock; g-stockstudio/iStock]|
“I know a guy who can give you a free mattress,” my friend said.
This sounded too good to be believed, but my friend protested it was true: “This guy Kenny, he reviews mattresses online, and companies just send them to him. He can’t get rid of them fast enough.” Not long after came the email introduction: “David, meet Kenny.”
Journalists aren’t supposed to accept freebies. But the one thing I was certain of was that I would never write an article about online mattress reviewing, a subject so self-evidently boring that I became a little sad just imagining it. So when Kenny replied that he expected to have a mattress to offload soon, I only asked him what sort of wine he liked.
Read More: https://www.fastcompany.com/3065928/sleepopolis-casper-bloggers-lawsuits-underside-of-the-mattress-wars
Related Article: Is Your Business Ready For Semantic Search?