Regardless of your budget, the principles behind branding and advertising require the same intellect and creativity as any other marketing strategy. The bottom line is that today’s internet-user has an attention span which is not measured by minutes, but seconds. First-time visitors to your site are going to expend minimal efforts trying to figure out what it is that you are selling/representing, and why they should be interested. Below are some examples of effective online video marketing strategies that may be useful for your business.

Video Blogs
Video blogging refers to routine video commentary with postings displayed in reverse-chronicle order. While the styles of video blogging may differ from company to company, many have found success by bringing their president or CEO to their online forums. The result is increased trust from consumers and clients. This kind of transparency demonstrates that the leader of a company not only cares about the success of his/her product, but also the satisfaction of the company’s shareholders and customers. What differentiates the video blog from the written blog is the “transparency factor”. According to Cisco Systems marketing expert John Earnhardt – “Video enables connections with a different kind of relationship. One can see the person talking and it feels very authentic” (full link to this article here).

Video Podcasting
Podcasting may include product demonstrations, troubleshooting, tutorials, and other educational content. Creating video that is focused on instruction is the perfect way to distribute branded entertainment in a way that does not come off as commercialized content. In essence, it is a way to capture a massive demographic of people looking for your knowledge and expertise. One example is the Design Centre at Adobe with “how-to” Video Workshops for some of its many popular programs. In some cases the educational content of your video podcast doesn’t even have to relate directly to your product (Ie. If you are selling stainless steel pots and pans, you can shoot several cooking recipe video segments that are sponsored by your cook-wear).

Viral Marketing
Perhaps the most commonly talked about buzz word for online marketing are “viral videos.” A viral video may be classified as anything that turns the viewer into the distributor by passing the information onto his/her personal network of family, friends and acquaintances. Viral videos often contain a humor or shock. One of the first successful viral ad campaigns were a series of videos created for YouTube by blendtec.com. The videos are nothing more than an ongoing infomercial for an industrial blender. In each segment, the host attempts to blend various bizarre household and electronic items to show off the power of the blender. Since this YouTube channel was created in 2006, it has had more than 3 million page views. http://www.youtube.com/user/Blendtec

Online Video Campaigns
IBM’s “Art of the Sale” Comedy Series

Ford “Bold Moves” Documentary Series

http://www.youtube.com/user/FordBoldMoves

BMW “Web TV” Video Podcasting

http://www.bmw-web.tv/en/channel/new

Kraft Foods “Cooking Video Challenge”

Why should I consider video content for my website?
The advent of digital video technology, and internet communication has been a complete game changer for both small and major media companies around the world. With the right marketing strategy, a creative or original idea has the potential to reach larger audiences than a nationally broadcast show at a fraction of the cost.

How long will it take for my project to be produced?
Depending on scheduling, shoot days, and other factors impacting the workflow of your project, you may expect delivery anywhere between 2 – 4 weeks after principle photography (More immediate delivery can be expected for event-related projects).

What format of delivery can I expect?
Most commonly, companies request that the final output of their files may be in both a high and low resolution format. Output formats are most often quicktime, but can easily be converted to flv (flash) or wmv (windows media player), if requested beforehand.

Our marketing team has very little funding for projects, can we still afford your services?
GSM strives to set ourselves apart from other companies by offering our high quality video at the most competitive prices. Fundamental expenses include – equipment rentals, and day rates for the crew. The overall cost of your project can be reduced significantly by creative planning to limit shoot days, crew size, and equipment rental. Exceptions will be considered for non-profits.

What if I am not satisfied with the product?
GSM is committed to the satisfaction of every client. To ensure that we have captured your vision, you will have the opportunity to play a key role in the development of the idea, and will be involved in our approval process during post-production.

In many regards the new online marketing model has completely reformed traditional marketing strategies. Some of the most successful online marketing campaigns have been created at a minimal cost, and have received hundreds of thousands of hits. This has dramatically altered the marketing landscape for two reasons: First, rather than having advertising content being forced on television consumers, the viewer now has the power to choose what they want to see. Second, it has leveled the playing field for small and medium businesses with limited marketing budgets. A minimal budget video designed effectively can have a maximum impact:

Instead of spending $10,000 for a temporary television spot, spend $1,000 or less on a permanent spot and watch your web hits multiply!