Marketing your business or organization in this online-connected era includes a large dose of VIDEO.  Study after study,  report after report bear this out.  Anyone who has surfed the web understands why.  If a picture is worth a thousand words,  then a video is worth a million! Visitors to web sites, blogs, FACEBOOK pages and the like are looking for those million words in the form of a clear, concise professionally produced video that they can connect with.  Why?  Because it’s E A S Y.  Why would anyone want to wade thru pages of static text,  attempting to find the solution to their situation,  be it a product, service or just educational material, when they can simply click the white triangle and get the information they are looking for fed to them?  These days this really a no-brainer.  Let us assume we are all in agreement that effective communication in 2014 means a healthy heaping serving of video.  But what should the content of said video be?  How can the odds of a successful result be stacked in your favor? Here’s a few brief ideas. 1-    Video speaks to the individual much the same way the internet does. Your message should be constructed to speak to one person’s needs at a time. 2-    Your message should be crafted with the same care and attention to detail that you would afford your potential client.  If you can’t even get your video together,  why would anyone assume your product or service is worthwhile? 3-    According to an article in the SOCIAL MEDIA EXAMINER, written by Cindy King and dated  Jan. 1 2014, “With the hundreds of thousands of products launching every year and the amount of digital noise increasing exponentially, brands need a solution that allows them to distinguish themselves from that noise. I see it happening two ways: either they have to consistently produce a viral hit (the chance of which is slim to none) or create a powerful advocacy engine that sparks sustainable word-of-mouth.  WORD OF MOUTH !  The more things change the more they stay the same.  Ms King continues, “In the age of infobesity, advocacy becomes the most relevant filter. And by advocacy, I mean the highest expression of brand love by a brand’s consumers, partners and employees. In the social era, the right form of advocacy becomes true influence. 4-    The rules of the marketing road that apply to traditional marketing in many    cases apply to these new online avenues and video is no exception.  You need a clearly defined target audience.  If you’re selling chicken cutlets, banner ads on the vegan web site probably won’t do you much good.  If you are trying to reach separate market segments,  trying to cram all of your offerings into one video is not a good idea. And remember,  though you are intimately involved, interested and immersed with your own product or service,  the casual visitor is not.  Keep your message short, clear and to the point.  No one is going to sit through an overly technical or wordy presentation (unless that’s specifically what you’re selling.  Keep it short (2 minutes or less seems to be the magic number before the eyes start to glaze over) Therefore I ALWAYS suggest that clients creating videos for online use include TESTIMONIALS,  or in some cases do separate TESTIMONIAL videos.  This is particularly effective in the B2B arena,  as business people tend to put more credence into the words of other business people, even over the words of so-called “experts”.   Studies show that Word of Mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions.  Enough said.  Record a solid TESTIMONIAL!

The key to success, as it has always been,  is effective one to one communication and these days that means VIDEO.

Joe Refano is the President of MEDIA MECHANIX, an award-winning Long Island based VIDEO/AUDIO production boutique for over 25 years.  For more information Visit  MEDIA MECHANIX is also on Facebook.

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  1. Joanne F says:

    Joe, please send a handful of your business cards to my office, 111 Conklin Street, Farmingdale, 11735. I would be happy to recommend your company to any clients who are looking for such services. While my practice focuses more on elder law, estate planning and administration and real estate, I also represent small businesses, and occasionally my clients will ask for referrals to non-law-related services. (In fact, I just had occasion this week to refer a client to Mike Ponella for financial advice.) I’ve seen some of your commercials and they’re great. I would not hesitate to refer a client to you.

    Oh, and please do a blog on being a child of Wonderama! OMG, that fb post you had today with the video of your Dad was priceless. And we were all big fans of that show. So let us know what it was like behind the scenes! 🙂

  2. joeref says:

    thanks Joanne…will do. I plan on doing a post about the early days of TV, my father and my own experiences. I actually was on the show a few times as was my sister Diane. Funny memories for sure!

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