Archive for the ‘Video Marketing’ Category

Are You Boring Your YouTube Viewers?

Monday, August 31st, 2009

Message from Michelle

Welcome to this issue of Sumèr’s Secrets. Mama and I are finally settled after our trip to see the family (although she really misses her son, Moose).

Recently, a client came to us concerned with dwindling traffic on their YouTube channel and requested we critique their videos. It didn’t take long for us to figure out why no one was watching their videos. Before I continue, it’s important to note that Sumèr does not record or edit videos. We write the scripts and we are in the business of helping our clients create and share a strong brand message.

We figured that if one company was having this problem, there must be more. My team and I surfed business videos on YouTube and were shocked with what we found: video after video had boring, invaluable content.

This issue of Sumèr’s Secrets focuses on the common mistakes businesses make when posting videos on YouTube. From the video content to the messaging, and your dress to the footage quality, your videos should work to strengthen your brand image.

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Feature Article:

Are You Boring Your YouTube Viewers?

These days, it seems more and more companies (and individuals) are making videos and posting them on YouTube with the expectation their videos will help with search engine rankings and attract new clients. While video marketing has the potential to promote a business and attract clients, many companies find no one is watching or reviewing their videos.

Do a quick search on YouTube and you’ll find videos without sound, ones that make no sense, poorly produced videos, and boring content. The worthless video is everywhere.

These poorly produced videos are fine if you’re uploading footage of your cat chasing your hamster or showing your kids playing in the ocean. But if you are a company using YouTube to promote your services, products, or expertise, then poorly produced videos will do the opposite of what you intended.

Before taking the time to film your video, ask yourself “What is the purpose of this video and how does this video promote my brand?” Perhaps you want to explain a specific product or service, illustrate your industry expertise, or strengthen your brand image by providing viewers with valuable tips and strategies. Once you know the above, you will know what action you want your prospect to take.

Here are some common mistakes to avoid when posting YouTube videos:

  1. Posting a video just to post it: Posting a video without a clear purpose is a YouTube no-no. Not to mention a waste of your energy and the viewer’s time. Before you create a video, you want to decide what the purpose is, the best way to provide prospects with valuable information, and the most effective way to execute it.Let’s say a tour company wants to post a video about their latest tour promotion to Niagara Falls. Posting a video that just scans the falls and the spectators isn’t enough. Without some sort of explanation to orient the viewer, the video will have minimal impact. And a video like this does nothing to entice viewers to want to visit Niagara Falls. Sure it’s a nice view, but the video message isn’t powerful enough. A more effective video would orient the viewer and include audio that talks about the tour, gives facts about the Falls, and / or include happy traveler interviews about their experience.
  2. Your video should reinforce your brand, not hinder it: A poorly made video—whether it be bad quality, muffled sound, or flat-out pointless—reflects your brand image. Your videos should be consistent with your brand personality and with your brand message.For example, if you are an adventure travel company and you have a video of you on a zip line high above a rainforest canopy, viewers will be okay with shaky video footage. It not only shows what your company does, but it creates an experience for them. By contrast, if you own a spa and you want to post a video on the latest and greatest facial services you offer, your video should be high quality. Your dress and message should reflect your brand.
  3. Not using a call to action at the end of each video: Although the entire video should be working to drive the prospective client to take action, the last portion of your video should always provide a call to action and be accompanied by the appropriate contact information and links. Having your information readily available after viewers finish your video will help drive them to take action, which could be calling your company, purchasing your product online, inquiring via email, or simply learning more about your company. Whatever the action you want them to take, make it obvious.While the call-to-action usually comes at the end, if you have the appropriate video software you can display your website link and company phone number at the bottom of the screen throughout the entire duration of the video.

Never Again Hear the Words “I Can’t Find Your Video”

Wednesday, August 26th, 2009

Optimizing your video posts on YouTube is essential if you want viewers to find them. Discover the tips and strategies  for optimizing your videos from YouTube’s project manager, Matthew Liu.

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Hulu Hits a Home Run in the Online Video Community

Sunday, May 17th, 2009

YouTube can easily be considered King of the online-video scene. No force has dethroned YouTube from its number one online-video platform—but it looks as though there may be a challenger. Hulu.

According to comScore, in March 2009, Google sites ranked as the top U.S.-video platform with 5.9 billion videos viewed. YouTube accounted for 99% of views on this video platform.

Rising quickly and steadily, Hulu has reached the number three spot on top online-video properties among U.S. internet users and is beginning to take a step into the international realm of online-video.

According to WebProNews, the UK is already beginning to provide full television episodes to viewers, and Bollywood is in negotiations with Hulu, as well.

According to, comScore reported that Hulu’s total video streams grew 14.3% in March, and the number of unique viewers was up 19.7% in the same period. Although Hulu hasn’t yet reached YouTube’s video-guru status, it’s definitely on the rise and is something YouTube needs to consider as a major competitor. With video spending expected to rise past the $1 billion line by 2011, according to, competition between the two video platforms could get fierce.

According to, MAGNA Global stated that approximately $530 million was spent on online videos last year and this number is expected to rise 32%.  

Since there is a significant growth in professional video production, many advertisers are taking the online-video route for their marketing campaigns’, and it’s only a matter of time before online-video properties are advertisers’ main vehicle for advertising.

Interactive Marketing Spending: The Future of Marketing

Wednesday, November 12th, 2008

According to a recent Forrester Research study, interactive marketing spending will more than triple by 2012, reaching a high of $61 billion.

Interactive media is an extremely beneficial vehicle to implement marketing campaigns. These types of vehicles include email marketing, online video ads, social media, search marketing, and texting.

Customers demand new and improved products / services, and it’s important for your marketing campaigns to be fresh and innovative as well. With the increasing use of handheld internet devices, many consumers are using the internet to receive information, interact with others, and browse for entertainment purposes.

Differences between traditional media and interactive marketing:

· More personal communication with customers. Posting videos on YouTube and advertising on MySpace and Facebook are excellent ways to create a more conversational and personal campaign. YouTube videos create the opportunity for you to post videos that may keep the attention of viewers longer than a print ad.

· Develops two-way communication. Emails can be used to promote and advertise sales, new company products / services, and to keep customers up-to-date on company news. They can also be used to conduct surveys and derive responses from the viewer, creating a direct communication between company and customer.

· Newsletters, subscriptions, and mailing-list sign-ups are popular among consumers interested specifically in what your company offers. These tools help you target your exact market and cater marketing campaigns toward this clientele.

Web Design: Do You Need an Update Now?

Wednesday, September 10th, 2008

You’ve decided it’s time to change something about your online presence. Along with creating new and unique web copy for your site, you need to make sure the design is effective. New website design techniques have allowed users to become more interactive with site content. These techniques also free designers to be more creative and innovative through their designs with flash player, video, audio, and other enhanced elements.

What effective web design can do for you:

·       Your website should be user-friendly. Get the client to take action and come back repeatedly through simple navigation tabs on your website. If clients have to search through a website to find what they want, they may become discouraged and move to your competition’s site. Communication is one of the most important components in selling, and a properly formatted website will express to your potential client that you conduct business well and know exactly what they want. Web design should always be unique, but working with communication tabs should be generic and straightforward. This will eliminate any uncertainty and discouragement for the viewer. 

·       Attract your target market through website appearance. The first impression for many potential clients is your website, and the design of it must sell your company image. Therefore, your design should express the personality of your company. If you have a website for your massage therapy business, you don’t want to use flashy colors, gimmicky ads, and fast-paced photos. Your target market is looking for calm, elegant, sleek, relaxing, and simple features. Create aesthetic pleasure in the client through your website design, and they’ll visit your store for more.

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Email and Social Media Spending Expected to Rise

Thursday, June 12th, 2008

According to a May 2008 eMarketer report, social networking and email spending is expected to increase in the next three years. The survey, conducted by Eloqua, reports that:

  • 74% of marketers surveyed plan to increase email ad spending.
  • 9 out of 10 surveyed will continue to increase their direct online ad budgets.
  • Survey respondents projected to increase social network ad spending to $2.4 billion in 2011, a significant increase from the $1.4 billion this year.

Online marketing / advertising is growing. Are you ready to take your marketing digital?

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