The key to utilizing any progressive medium for marketing purposes is creating goals and identifying your target demographic

We are finding that professional speakers, as well as businesses, benefit from subject based video clips, in addition to a full blown demonstration video. Prospects can view video based on clip content titles. Video clips are more affordable when just starting out and better than not having any video.

Seasoned veterans also benefit from marketing with subject based video clips in Social Marketing. Try a Google search for Tony Alessandra, Jeanne Robertson, Connie Podesta or Steve Rizzo. You will see their YouTube clips on the first page. The more you ‘own' on page one, the better your profit margin. Video clips with searchable topic help with Internet Marketing, since video can be indexed and is referenced on Google with blended content (text and pictures) for better search results.

Try searching your name on Google and see what comes up.

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Professional Speaker Terry Brock writes:

I have found the answer to be "Yes" and "Yes." Both work well. Give lots of content as people get to know you through video. Then, have the demo video that supports that --- and still gives more value. That is what people want today and the more we do it, the better. It's one of those strange things about the way life works, that the more value you give to others, the more good comes back to you. I love it!

Terry Brock

Relationship Marketing and Technology Expert

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Guest Blogger Rick Amme writes:

Ed (and hello to Terry while I'm at it),

Almost three years ago I decided that, in addition to sending out my periodic columns (as I have for 10 years), I decided to do them on video as well. The initial response was quite exciting - I was ahead of the curve at the time. However, over time, most of my clients, CEO types, didn't want video or want to watch it. Most told me they wouldn't take the time and preferred my insights in writing. I also had a lot of trouble with firewalls. Given that corporate clients are my bread and butter I decided the ROI wasn't worth it and stopped sending the videos. I'm a crisis management consultant and that may have something to do with it. In spite of this, about six weeks ago I posted on my home page links to video clips of me on stage and video tips on my expertise. So far I have received zero comment from clients or prospects; been fascinating to watch video not be of any marketing assistance. (Of course I use video in presentations and coaching). I still carefully watch the trends (flip phones and such) just in case.

Rick Amme

Expert in Crisis Management Expert

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The key to utilizing any progressive medium for marketing purposes is creating goals and identifying your target demographic. Having heard from your customers that they are not interested in video and prefer typed information, the next step is to figure out what the best use of the video content is. In the past, I have found that video is best for ATTRACTING new clientele, not necessarily to appeal to your current client base. You probably did not receive any feedback because you weren't using the right platform to distribute the video.

If you only have video on your homepage, it is not reaching NEW clientele; it is predominantly reaching people that already go to your site. If I were you, I would continue doing video that corresponds to your periodic columns and that reinforce your expertise, however, you should disseminate the videos to very specific channels and communities, as in You Tube, Vimeo groups, iTunes Videocast channels, and your Facebook page.

You should also reconsider how you promote the videos. Your goal with the videos should be reinforcing your expertise in the field, providing informative solutions for people in the industry, and attracting NEW customers. Therefore, I would suggest promoting the videos in relevant forums: Linkedin, trend them in relevant twitter topics (tweet a link and include a hash tag [#] with a relevant keyword like #crisis management), engage in Facebook groups that are relevant to your field, and promote the videos there, etc...

In summation, video will fail if not used properly. If you already know that your current clients are interested in pure information, then you know that your videos need to be used in a different arena. Make the goals of your videos attraction/promotion, and promote the videos in industry specific ways. If you leverage your videos in a way that augments your expertise and disseminate the videos to a multitude of output sources, you will see an increase in traffic to your homepage and eventually an increase in revenue.

Primeau Productions, Inc.

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