VIDEO ROI SECRETS:10 Ways to Maximize Reach and

Return

Marketing and PR techniques to repackage and redeploy existing video

The most expensive component of professional PR and marketing video is the actual production itself.

The “shoot days”—when we actually capture the CONTENT—are the most costly. The equipment, facility, fees and time (of talent in front of and behind the camera) drive this. Therefore, I have advised clients for 20 years to plan ahead and think about the many ways they can use the “extra” footage. Video more than pays for itself, especially if you use it wisely. Get your content out of ‘the can’ and onto more screens.

These tips will add to the return on your video investment.

Introduction

Offer your video as source material to TV news

producers and assignment editors who need video

CONTENT.

#1

TV news is still very much alive and well.

In the U.S., individual network audiences may be down, but aggregate impressions are up as we view news on dozens of general (e.g., CNN, MSNBC, FoxNews) and targeted (e.g., CNBC, ESPN, The Food Network) cable channels. The broadcast networks and affiliates are also adding news programming (e.g., WABC in NY replaced “Oprah” a year ago with “Eyewitness News at Four”).

A strong video bites & b-roll package will get aired, with attribution … and viewed by a mass audience.

#1

Offer your video as source or ready-to-publish

material to online media and bloggers who need

video CONTENT.

#2

If the likes of CNN, ABC or CNBC are not interested in your soundbites and b-roll ... their websites may be.

The same goes for the slew of traditional “print” brands (NYTimes.com, Forbes.com) and the bevy of blogs (Engadget, Politico) and online news sites (Yahoo!, CNET) that value multimedia content. Most recent indication of current and future demand for source material —rumors of a pending Huffington Post streaming network slated to bring 24/7 breaking news and analysis online.

The online “news hole” is wider and deeper than you think.

#2

Use video CONTENT on your website to enhance search

engine visibility and engage your audience..

#3

Video on a website will do wonders for your SEO and enhance the user experience once visitors arrive.

It can be used many ways across the site, including: • Executive bio pages• Product and service page demos• Client testimonials• Celebrity endorsements• Mission statement proclamations• Welcome messages on home pages

Use it to engage direct audiences and support media.

#3

Use video CONTENT to start and maintain social

media conversations.

#4

Be genuine when sharing video on social networks.

Do not force your video into social media channels, just like you wouldn't force inappropriate, unrelated text comments. However, look for opportunities where your video can add value to the audience. If its relevant AND educational, insightful or entertaining—work it into the discussion. Many do, as Facebook is a top driver of video views.

Learn to naturally incorporate video into your conversation.

#4

Embed video CONTENT in

PowerPoint and other presentation

tools.

#5

Often, the less salespeople speak ... the more they sell.

Video is a great way to convey information and liven up the presentation. It may be as simple, as "our CEO/CTO/spokesperson/subject matter expert cannot be here today, but I think you'll be interested in what they have to say ...” Play the video. This gives the presenter a chance to gather thoughts, assess the audience reaction and adjust or continue.

#5

Distribute video CONTENT through email and other

direct marketing/advertising

vehicles.

#6

Increase the time audiences interact with your marketing and think about your company.

Embed the video into your outbound communication. Whether it's a link to a message from the CEO in an email to shareholders or an embed in a banner ad, video will deliver your message and business results better than any other medium. If your audience is ‘tweens, teens or young adults you may need it to reach a generation where many think “140 characters is too much to read”.

Video impacts and expedites buying decisions.

#6

Re-purpose video CONTENT into trade show loops and other corporate

reels.

#7

Use at trade shows or for impactful follow up to any meeting. We ‘copy & paste’ text … why not video?

An engaging clip with basic graphics and music will liven up your display and pull prospects out of the aisle and into your exhibit booth. ‘Scraps’ can also be used as source material for other corporate videos by supplementing it with photos, screenshots, documents, other video with and ‘re-heating’ it with a fresh voiceover and a tune.

The right editor will make your video leftovers “sizzle”.

#7

Use video to accentuate pitch to ALL media outlets

– print, included – to position story and provide

CONTEXT.

#8

People—journalists included—are more likely to watch relevant video than read.

Media relations pros can use video to set up, follow-up or add context to email and phone pitches with the press. It can also educate reporters on complex issues and help them assess the validity and of your story – and if on-camera, the credibility of your spokesperson.

Video tells stories that drive earned print, TV, radio and online media coverage.

#8

Leverage educational video CONTENT for internal

and external training.

#9

Video will make an impression during and after internal training sessions with new or existing employees, partners, vendors or distributors.

Applications might include:•message from the CEO•a peek at the factory/HQ/warehouse•tips from an engineer, sales leader, others•an interactive Q&A that allows “trainees” to see and hear exactly how a question should be answered.

Video training is more engaging, memorable and it helps to ensure consistency.

#9

Post to YouTube and other video CONTENT aggregator

sites to enhance SEO.

#10

And, of course, post video to YouTube to reach the masses and enhance SEO.

This will help your message on organic Google searches. Make sure the video and supporting data are fully optimized and always include a link back to your site. Also give your videos search-friendly titles, use compelling thumbnails, embed transcripts and so on. YouTube is crucial if trying to reach the public at large but there are other UGC sites and dozens of podcast directories that may be suitable.

Free whitepaper on Video SEO available here.

#10

VIDEO ROI SECRETS:10 Ways to Maximize Reach and Return

Please visit the Latergy Social Video channel on CommPRO.biz or contact Larry Thomas (lthomas@latergy.com) for more information.

THANKS!

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