Monday, May 14, 2018

Online Marketing: Ideas To Effective Tutorial Video Marketing

Online Marketing - Use Tutorial Videos
The making and publishing of tutorial videos is an excellent online marketing method used by entrepreneurs and business owners.

This type of video can lend its self to being longer; on average 4 to 5 minutes. But some are even longer.  The advantage to the video viewer is an educational experience that enriches them with learning a feature or benefit of a product, service, or method.

For example, you have a new product, what is the best way to promote it? A short video that 1) explains how to use specific benefits/features of a product or service; and 2) informs the viewer what problems this product/service will solve.

It’s all about the timeless marketing method - present a problem and then demonstrate how your product provides the solution. Trends speak highly of videos as the optimized delivery method.

“55% of people consume video content thoroughly.” 
(HubSpot, 2016) 

The best marketing solution mean education; help the viewer to learn something specific, at the end of the video they are left feeling more knowledgable.

“47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.” 
(Demand Gen Report, 2016) 

Why Do Tutorial Videos Boost Marketing Campaigns?

Let’s take a look at a graphic software program. Affinity has come with two amazing comprehensive software programs: Designer and Photo. Both are available for a fixed fee, not a subscription fee like Adobe Photoshop or other Adobe Illustrator.

Remember the day when you could buy a software program for a fixed fee? Nowadays the big companies want you to buy a subscription instead and you never own the software or install it on your computer. That’s right, you are a permanent software renter.

Do you rent your stove, bike, or laptop? Then why do we put up with renting software?

Affinity came out with these two excellent programs, which you can own, containing features that rival Photoshop and Illustrator.

One creative entrepreneur at Jenco Designs creates tutorial videos that demonstrate specific features in Affinity software that will enhance graphic skills for designers, corporate media specialists, and home business owners.  These learning videos provide in depth learning in a matter of minutes with is the marketing magic of tutorial videos.

It gets better, tutorial videos like these are free to use. 

Tutorial videos are the potent marketing method they don’t teach you in school, but should. Jenco Designs is the perfect example of this strategy.

In her own words which I found in her YouTube video description,  “This short video is about how to create offset paths in Affinity Designer.  Offset paths are a powerful tool that designers use to create exact duplicates of a vector object shape and then use these duplicate as individual vector objects.  With the ability to create an exact size for your offset, you've have a powerful tool to create fantastic eye catching layers in you digital art. Creating offset paths in Affinity Designer is quick and it's easy. I show you how to setup the keyboard shortcut and with one click you are ready to create offsets for any object, shape, text, or line.  Offset paths are one of the secrets that designers use to create stunning computer graphics.”


To read the rest of this video marketing article click here....  


Tuesday, May 8, 2018

Video Marketing: 5 Rules To Producing Digital Media


Digital Media, How To Make Videos
Video marketing is a fairly straightforward  method to create digital media that will enhance your business reputation; it’s also regarded as one of the most effective online marketing techniques available. 

I have been making videos for over 3+ years now for clients. The shortest is about one minute with the longest video about six minutes. All include custom music that I have purchased from a qualified supplier like POND5.

Interesting and useful video marketing statistics

Theses are available from hubspot.com and published by them in 2017.

56% of all video published are two minutes in length or less.

The four most popular types of videos are explaining something, product demos, how-to, and/or testimonials.

37% of video are attached through to the end.

85% of businesses now have internal staff and resources to produce video.

Video Making Guidelines

There are generally five rules that I use in my video marketing for clients.

#1 Keep video simple
A short video that showcases the skills of the client is the perfect marketing effort.

#2 Use video to demonstrate specific skill
Use the video to show a real scenario the client resolved. For example, a landscaper fixes an unkept yard or landscapes a newly constructed home. A home builder turns an empty lot to a quality home. Or, a local business created a custom product, countertop, and installs it at a home. Another idea is a tutorial, showing the viewer how to accomplish a specific skill. For example, a video showing how to make a specific graphic design - a certain type of text which can be used in a brochure or web page.

#3 Push client brand softly
The easiest way to do a soft push on the client brand, the business who is being showcased in the video, is to use a beginning and ending slide. The beginning slide captures the effort of the video. The ending slide shows the contact information. 

#4 Use SEO (search engine optimization) in video production
There are several excellent tools depending on your budget to make a video. At the high end is Final Cut Pro that costs $300. The middle ground is Screen Flow at $129. Another excellent choice is Motion (MAC) at $50 which has  unique features and does interface with Final Cut Pro.  
  
When you save your video from Final Cut Pro to a MOV file on your desktop, or to a video channel like YouTube or Vimeo, you can edit the tags for each video. Those tags are the best SEO (Search Engine Optimization) method for a video. When you publish the video in the video channel make sure the title of the video is the same as the text link used on your web page. 

Check out the screen capture below. It shows the final screen in Final Cut Pro where you add the SEO tag. One SEO tag already placed there is “Landscape Contractor Services”.



#5 Place video in client channels and/or web site when appropriate
There are a several qualified sites that have significant traffic and produce quality links to your site. 

Those places include vimeo.com, youtube.com, along with social media sites. There is also a new site being established at real.video.  

Video enhances the appeal of your web pages(s).  When you place a video from one of those quality sites on your website, and the video content matches, is revenant to, your web page content then you are creating a high value inbound link - which is important to the SEO of your website. Conversely, placing a video on your web page that is jus funny or has no relevance to your website detracts from your SEO effort.

Today cellphones have improved cameras and ability to capture 4K video.  There is an app I use called ProCam that turns my cell phone into a 4K video maker. The setting to use in that app is 30 FPS (frames per second) or 25 FPS.  At time of this writing 4K is the gold standard for video.  Its easy to see the quality of crystal clear 4K video when comparing it to an older video on Youtube.  On most video channels, when you see “HD” that means high definition, they are saying that the video material is 4K or that the device, perhaps a monitor, is capable of showing 4K quality material.


Video Case Study

I have a client that manufactures countertops with cultured marble, cultured granite, and cultured onyx.  They hired me to produce one video a week and post it to their Facebook, G+ account and YouTube channel. After a year I noticed their YouTube channel had picked up a steady stream of new subscribers. In fact, at the old monetization schedule qualifications on YouTube they would have qualified in 14 months to monetize their channel.

Today they have thousands and thousands of views and hundreds of subscribers. Their videos are less that 90 seconds in length and showcase making their products.  The majority of their viewers are in USA.  Below is one of their popular videos.






Getting Started, The First Three Questions In Any Video

Before you get started in your video production question, take time to determine the scope of your effort and budget by answering these three questions:

A. What is the purpose of your video? 
For example, do you want to build your business reputation, make a product video, or recruit new staff?

 B. Who is the target audience of your video? 
Do you want to reach new potential customers?  Connect with previous customers? Provide education content to reach the general public about specific features/benefits?

 C. When will the video content be delivered?
Be clear with yourself and your video supplier the expectation of video material delivery: format, storage of files, ongoing edits to content to produce revised editions, and make sure you own the copyright to all video material.


How Much To Charge For Video Production

The cost is determine by the level of video producer.  The four likely video production categories are amateur, semi-pro, professional, and premium.

Amateur
A DIY yourself approach from a provider that is self taught.
The cost on a one - two minute video is free - sweat equity - and the quality can be good or bad.

Semi-Pro
A business offering video services from a background of producing video or other digital media who also has some training. This outfit uses their own equipment. The cost of a one - two minute video ranges from $150 to $1,250 depending on the time required to capture the material that makes the video. The main elements to consider when rating video content are music, content flow, header slide, footer slide, SEO features, content flow, brand recognition, and quality of video - 4K.

Professional
A business dedicated to producing digital media with over five years of experience. They have their own equipment.  This type of video material involves  staging an event at a specific location to produce, for example, a corporate video. The cost of a one - two minute video ranges from $5,000 - $20,000 depending on the time involved and rounds of edits agreed to in the contract.

Premium
A business dedicated to producing digital media with over a decade of experience. they have their own high-end equipment and probably a professional studio.  This video content is closer to a movie style filming. he cost of a one - two minute video ranges from $25,000 - $50,000 depending on the time involved and rounds of edits agreed to in the contract.

The remaining level of video production is Hollywood, making a professional feature video, requiring an effort, and expenses, which are substantial increased over what the costs we are discussing up to this point.



Getting Started, The First Three Questions In Any Video

Before you get started in your video production question, take some time to determine the ope of your effort and budget by answering these three questions:

A. What is the purpose of your video?
For example, do you want to build your business reputation, make a product video, or recruit new staff?

 B. Who is the target audience of your video?
Do you want to reach new potential customers?  Connect with previous customers? Provide education content to reach the general product about specific features/benefits?

 C. When will the video content be delivered?
Be clear with yourself and your video supplier the expectation of video material delivery: format, storage of files, ongoing edits to content to produce revised editions, and make sure you own the copyright to all video material.



Steu Mann has been consulting clients in web development, online marketing, and supplying digital media for over 10 years.  You can send hime an email here.

Wednesday, January 31, 2018

Video Marketing: How To Connect YouTube with Google Ad Words

Short video covering step by step instructions to add your Google Ad Words account with YouTube.


Analyze Youtube Traffic With Google Analytics (video)

Analyze Youtube Traffic With Google Analytics
This video shows how to connect your Google Analytics video with your YouTube channel so you can easily analyze your YT visitor traffic.




Saturday, November 25, 2017

What is Digital Marketing? (video) 3 Techniques To Improve Your Search Engine Rankings - Reach Your Target Audeince

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

SEO: Add Social Sharing Buttons To Your Site That Allow Visitors To Share you Content

Social media is crucial to the success of any company's digital marketing strategy. Add a free social media marketing tool to your web site which is explained in this video. This video shows how to easily add social media buttons to your web page and there is NO CODING NEEDED.

Wednesday, November 15, 2017

SEO: Optimize Key Words On Your Web Pages And Produce Improved Search Rankings; Online Marketing Tip

Content marketing requires optimizing the key words on each web page. This vides shows you how to use Google Ad Words to determine the best key words for your product or service. With that information you can build better page descriptions and overall page content to improve your organic search rankings.


Sunday, November 12, 2017

Three Essential Ingredients To Successful SEO, The Secrets Of Web Masters

Successful online marketing means telling the search engine what you are providing so then your target audience can find you more easily. Get your site to the top of organic search results by knowing how to complete these three very important aspects of each web page.


Upgrade Your Design Skills: Tutorial On Multiple Stroke Technique

Affinity Designer is a wonderful alternative to expensive subscription programs like Photoshop. Besides having the same or more features, Affinity Designer is a one time purchase, as of this post under $100.

This is a great tutorial on upgrading your art design and web pages using a multiple stoke technique.


SEO: Free Online Marketing Tool For Local Businesses


Fine tune your local business listing by displaying your business on Google and Bing search results, as a location on the map. Short video to explain the process of putting this free marketing tool to work for your business. Reach your target audience for free with the search map results.



Friday, January 13, 2017

Technology: Google releases new compression technology

Google just released an image compression technology called RAISR (Rapid and Accurate Super Image Resolution) designed to save your precious data without sacrificing photo quality.

Claiming to use up to 75 percent less bandwidth, RAISR analyzes both low and high-quality versions of the same image. Once analyzed, it learns what makes the larger version superior and simulates the differences on the smaller version.

In essence, it's using machine learning to create an Instagram-like filter to trick your eye into believing the lower-quality image is on par with its full-sized variant. Unfortunately for the majority of smartphone users, the tech only works on Google+ where Google claims to be upscaling over a billion images a week. If you don't want to use Google+, you'll just have to wait a little longer. Google plans to expand RAISR to more apps over the coming months. Hopefully that means Google Photos.

https://www.blog.google/products/google-plus/saving-you-bandwidth-through-machine-learning/

Tuesday, January 10, 2017

Online Shopping: The Top 3 Online Resources (research)


Comparing Online Shopping Resources

The chart below says it all.

It's not so much that you need to be selling your stuff on Amazon. No, it's more like, people are shopping online at a reputable, easy to use web site where they KNOW a fair price is offered.  Amazon is not always the cheapest price, but they do have reputation for excellent service.

If you want to build your business, then steal some of Amazon's web site aspects and use those to start building your brand.

Courtesy zerohedge.com



Monday, January 9, 2017

Online Marketing; 7 points of understanding online shopping behavior

Do people use the web to go shopping? Research says they do.


#1 81% of shoppers conduct online research before making big purchases. (Retailing Today, 2014) 

#2 44% of people go directly to Amazon to start their product searches, compared to 34% who use search engines like Google, Bing, and Yahoo to search for products. (Marketing Land, 2015) 

#3 Mobile commerce makes up 30% of all U.S. ecommerce. (Internet Retailer, 2015)

#4 Sales during the 2016 holiday season on Amazon amounted to almost 40 percent of online spending (Slice Intelligence, 2016).

#5 Mobile devices accounted for 31 percent of holiday sales, and the desktop generated 69 percent. (Adobe, 2016).

#6 Almost 70% of the survey participants labeled facial recognition technology as creepy when asked about it being used by retailers to direct salespersons toward high-value shoppers. (RichRevelance, 2016)

#7  Online product reviews on in-store shopping in a new report called the ROBO economy: How reading reviews impacts offline sales. For every $1 online influenced by reviews, offline impact at least $4. (MarketingLand).

For customize marketing plans and a free 30 minute review of your web site, send us a email here.  All services are confidential and provided by Ez Web Company, a leader in small business online marketing.

SEO: eight tips to build your 2017 marketing success

Eight marketing questions, with researched answered to guide your 2017 online marketing efforts.


What is the most used search engine?
#1 Taking into account all searches performed in all search engines, 67.7% are done in Google. (NetMarketShare.com, 2015) 

Are keywords important in a title for SEO?
#2 Just 53 percent of the top 20 URLs, of organic search results, included a keyword in their title. (SearchEnigneLand, 2016)

How do people make their search?
#3 50% of search queries are four words or longer. (WordStream, 2016) 

What pages of search engine results are used/viewed?
#4 The search pages occupying positions 1 through 3 have an average Click-Through Rate of 36 percent. (SearchEnigneLand, 2016)

What domain extension is used most?
#5 86% of the top 10 domains now use the .com domain extension. (SearchEnigneLand, 2016)

How do businesses use search engines when buying services/products?
#6 B2B (business to business) researchers do 12 searches on average prior to engaging on a specific brand's site. (Google, 2014) 

What is the #1 marketing strategy in online marketing?
#7 A total of 72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015) 

What is a significant challenge to successful online marketing?
#8 About 40% of marketers say the most challenging obstacle to search engine optimization success is changing search algorithms. (Ascend2, 2015)

For customize marketing plans and a free 30 minute review of your web site, send us a email here.  All services are confidential and provided by Ez Web Company, a leader in small business online marketing.

Tuesday, October 25, 2016

Online Marketing For Your Business - Two Free Tools

marketing services

DIY Marketing Intel

Two essential ideas that will help you expand your online business reputation. Make no mistake, you make decisions all day long based on the reputation of businesses you buy from. What are you accomplishing to enhance your business reputation?

Google is changing how they display search results. Going forward, they are emphasizing mobile ready web content. More about that in my next newsletter. Right now, you should be aware of highlighting your data in search results.

Over the years there has been confusion about the power of link building. But, that is only because there was confusion around how Google search results were being calculated. There are two types of links in marketing lingo. Inbound links are ones coming to your site from another location. Outbound links are ones leaving your site and going to another location. You want to make sure you have distinguished inbound links.


inbound links
DISTINGUISHED INBOUND LINKS
Quality inbound links sustain your reputation.  Google analyzes all link data to determine your popularity, freshness, and assess your trust level. Search engine processes are designed to decipher links on creditability and trustworthiness. Establishing link authority is the most expensive aspect of SEO (Search Engine Optimization) programs in both cost and time. The best news is, when done correctly, inbound links demonstrate a permanent reputation.


Google Marketing Services

GOOGLE - HIGHLIGHT
YOUR SEARCH RESULTS
Data Highlighting is a fairly new feature available from the Google Search Console. It works with Structured Data which I talked about last month. This is a free and easy method to enhance your organic display listings in Google search results. You want to stand out from your competition - right? This tool will make that happen along with helping you show off your client ratings.  A very useful marketing tool; aka reputation builder.


inbound marketing link research

The above graph is research on how long it takes to build a distinguished inbound link. If you want to expand your organic search results and establish an improved business reputation, start a campaign today to distribute quality inbound links. This research was provide by Moz.

Wednesday, September 28, 2016

SEO: Two Updated Google Tools Are Very Useful

SEO: Two Updated Google Tools Are Very Useful
If you want to improve your search rankings, you have to keep up with the new tools and techniques.

One essential aspect of SEO, aka online marketing, is formulating your content to tell Google what services/products you are providing. These two new upgrades in Google business tools, which are free, help you improve your search rankings.

What Is The Upgrade In This Free Tool? 

How you build your content is the key to telling Google what your business provides to the world and local community. That is the beauty of content marketing.

Google Web Master, aka Search Console, has always helped web site owners manage their site, according to what Google needs to know, in order to fully index the site or blog content.

Google continues updating their web tools with improved methods that are derived from revised processes that drive search engine results.

The Structured Data section is the new addition to the Search Console.

Structured Data, also called a HTML 5 tag, is a piece of code you insert into your web page that tells Google, in Google language, what you are providing on your site.

Who Can Use This Updated Method?

Anyone can use structured data on their web site or blog.

The learning curve on implementing structured data is steep, but when you stick with it, you will see big payoffs in your search engine rankings over time.

What Does Structured Data Accomplish On Your Web Site?

This piece of code, which makes structured data specific to your web page, means it is faster and easier for Google to interpret your content.  That code uses key data that complies with and assembles perfectly into Google index files, which are then displayed as search engine results.

If you don't know already, Google is a set of top-notch databases, which, I think, are a form of artificial intelligence.

Using structured data, you make a piece of code that is referred to as a 'rich snippet' and it tells Google, in accepted code, how to place your content, into their files, using very specific key terms.

Call Steu Mann at (541) 200-5269 for detailed information about using structured data on your site.

Tuesday, September 27, 2016

Online Shopping: Amazon Has A Leading Business Reputation

Online Shopping: Amazon Has  A Leading Business Reputation
More than half of U.S. online consumers begin their product searches on Amazon.com Inc.’s website or mobile app, a survey found. That means that heading into the busy holiday season, the company is advancing its lead over major retailers like Wal-Mart Stores Inc. and search engines as the starting point for online shopping.  

Amazon built their business reputation, the same as every other company on the web must do to be successful. Read more - click here.  #onlinemarketing

Tuesday, September 6, 2016

Online Business: 3 Steps Of Successful Content Marketing

Running a business on the web is morphing. Are you keeping up?

It wasn't too long ago that you could get a web site up and running with quality SEO, Search Engine Optimization, techniques and you were good to go.  That effort would insure you are going to appear as an organic listing on the first page of Google search results.

While that is important, and still very achievable, you are going to see your online inquires decline if you slack off on activity to build your business reputation.

There are a number of factors for this. The big one is that, while Google is the biggest search engine, there are other web sites people search to find a product or service they want.  Recents studies, by PEW, show that more than half of all internet users conduct research online before making a purchase.

A few of those heavily popular sites are Facebook, YouTube, Pinterest, Tumblr, Vimeo, LinkedIn, and there are others.

In the old days your marketing plan was buying yellow page ads every year. The cool part of doing online content marketing with your business is you are sustaining your business because your content doesn't disappear.

But, having a web site, and then never publishing new content to it, is showing Google that your site is stale. And part of Google's effort is to keep the most relevant sites at the top of search engine results.

To successfully implement sustaining your online business, here are three simple steps:

1. Get your site optimized to be found in Google and Bing.

This is easy to accomplish as I mentioned before. Once you start a quality campaign on this your site will be visible, within six months or less, when someone is searching using terms that are relevant to your business.

The best way to achieve quality content is by getting into the habit of posting material about your products on a regular basis.

2. Begin a content creation effort to provide the public with material about your products and services - on a regular basis.

One easy place to do this is Facebook. Yes, Facebook is a big search engine and that is what their marketing teams are planting the seeds for today.

The first step is setting up a business page and then making sure it is verified.

To do that, while viewing your business page, select Settings in the top right corner.







On the new screen that appears click Edit next to Page Verification.





Today, the verification process, if you are doing it by paper takes about 4-6 weeks. Unfortunately, I have not had much luck with the phone verification process, maybe you will.

When your business page is verified you will appear more often in search results within Facebook. And, if you are doing advertising there,  or boosting your posts, I would do it after you verify your business page.

There are many places to post content about your business, but doing it, getting it done, seems to be the hardest piece of the equation. To get over that hurdle, just pick one place to get started posting your material. Do that until you are feeling some success with it.

Many older businesses have a mentality of yellow book advertising. Those folks are thinking, "I will put an ad out there and someone will find it." The flaw with that is there is no passion or drive in that approach. An ad in the yellow pages is stale and boring.

Conversely, publishing content posts in Facebook (other other social media) are your current material and, when done right, give people insight into how you can help them.

Readers want authentic information.  What problems are you solving for the reader with your products or services?

Providing quality content to build your business reputation is not as hard as baking good bread. It just takes a simple effort to get your content made (short story or video or pictures) and then post it.

 #3 Keep a handle on measuring your content success.

Google Analytics (GA) is a free tool that will keep you informed.

You can use this tool on your web site, blog, even with Facebook.

I would suggest using GA to measure your landing page campaigns.

One simple approach to putting an automated marketing machine in place is with the following:

#A Post your brief article with pictures or phone video in sites where users are congregating already like facebook, twitter, youtube, and so forth.

#B In that content include a link to the landing page on your site.

#C Build your landing page, on your site, with compelling content and include effective Call To Action opportunities. The thrust of a landing page is that when people read it, you want them to do something. That 'something' may be download information, subscribe, or make a purchase from you. This is an example of a landing page.

The point is, when people do something with you, with your business, they have more trust in you and your business. And, the first step in wanting to do business is having trust.

You and I, have to have, some level of trust to take action with a business. Would you go to a restaurant where you didn't expect a good meal? Would you bank with a bank that you didn't think was on solid ground? 

Do you agree? Have you ever done business with someone or some establishment you don't trust? Tell me more.

The trust we have in a business, that we participate with, is based on the reputation of the business. More importantly, our perceptions can make or break the reputation of a business. The strategy of your providing current online content about your business, on a regular basis,  is to fortify your business reputation.

Steu Mann
Ez Web Company