 Post
a video that comments on an already-popular vlogger,
piggyback on the existing audience and wham,
the phenomenom lonleygirl15 is born. Jon shares
where and when to use video and why Flash has
become the defacto standard for video on the
Web. Interview
Recorded Live: January 26, 2007
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invite your comments, questions, feedback
and suggestions.
Websites
Referenced
Jon Leland, of ComBridges, shares his insight
about how to use video technology as an online
marketing tool and how it can benefit your marketing
strategy. He also explains why Flash has become
the de facto standard of video on the web.
Jon has been a writer for many years which has
made him an effective communicator. He became
a video director because he had written his own
scripts and he knew the desired impact. It was
much easier for him to direct the videos himself
rather than trying to translate what he wanted
to somebody else. If a business owner doesn’t
consider themselves much of a writer, Jon recommends
hiring a good writer. To grow any business of
substance finding a writer to round out your
team is essential. Whether the writer is virtual
or an in-house staff member, this person is your
voice because web content must be written. The
more vibrant, controversial, or trendy you can
be, the more visibility you can get on the web.
If you want to get hired as a professional blogger,
a website called www.reviewme.com has
manufacturers getting their products reviewed
by bloggers. The bloggers are paid to do these
reviews. This is not necessarily a good thing
but its happening. In order to maintain certain
standards, the fact that it’s a paid review
must be revealed. When this fact is hidden, the
process is regarded as being unethical. A company
with a CEO who is willing to be transparent,
is passionate, is willing to be controversial
and speak with candor, is a great asset.
Surprisingly, there aren’t any websites
today in which sponsors pay creative people to
develop content for use as an advertising vehicle.
In the past, this practice was followed by sponsors
of TV shows. For example, there are creative
people in the magazine industry that get paid
to create magazines. The sponsorship must disclosed,
the same way you know that the “Superball” was
brought to you by the people who were paying
for those ads. Although anyone can misuse advertising
to represent themselves inaccurately, experience
has helped people figure out who to trust and
who not to trust.
If someone submits a video review (at Google
Video or YouTube) of software or equipment and
they get organic reviews of it, this would help
promote the company a great deal. The more clever
and creative it is the better. People will not
forward a video unless it has some quality that
would make them want to share it, usually it
has some entertainment value or the video is
really informative. It’s unlikely that
someone will forward a straight advertisement.
You have to make it tempting to share. Before
you do that, it is important to give a face to
what you’re representing. If you go to
Jon’s website www.combridges.com ,
you will see his picture. It makes the relationship
more personal. These kinds of strategies were
used by real estate agents but it’s no
longer limited to their industry. You can make
your website more personal by having your voice
play on it, or better yet, create a video clip.
When Jon used to write about the video web for
a Videography magazine, much of it was about
the technology of streaming and QuickTime vs.
Real Player or Windows media player. However,
today almost all the videos (e.g. almost all
the videos on YouTube) are encoded into Flash.
As a result, rather than worrying about streaming
servers, you can upload by encoding the QuickTime
clip or the Windows Media Clip into Flash and
virtually any web browser can play it. So some
of the accessibility issues and hurdles that
used to exist have gone away.
By having this uniformity you can get the best
out of your video clips because you can post
them in as many places as possible. There are
search engine advantages to gain (e.g. on YouTube),
it links back to your site and links are important
to search engine optimization. Someone might
be searching for one of the keywords that you
associated with your video clip and when they
do so, that video clip appears. There are all
kinds of good things that can happen as a result
of posting videos. For listeners who are eager
to do a channel about their subject, Jon recommends www.brightcove.com for
developing a platform for a video channel.
Segment 1: Organic
Search Engine Marketing, Pay-per-Click Advertising
and Viral Word-of-Mouth as Successful Internet
Marketing Strategies
Segment 2: Pay-per-Click
Advertising as an Internet Marketing Strategy
Segment 3: Viral
Marketing with Video, Blogs, and Press Releases
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