Tell your business story, engage with your customers, and track your success… placing your online video production on YouTube allows customers to see, hear and connect with you. Engage more, sell more… and realize the ROI professional web video has to offer your brand / business. BizBOXTV: YouTube Video Production Calgary, Toronto, Edmonton… + across Canada!
BizBOXTV is now proudly serving Calgary & Edmonton, Alberta & Toronto, Ontario. We also accept clients across Canada for YouTube Video Production – contact us today to find our how to best Broadcast Your Brand using a BizBOXTV YouTube Video Production strategy.
As the entire media and advertising landscape experiences a massive shift, BizBOXTV is thrilled to be in a position to work with forward thinking companies driven to get and stay ahead of the curve. We have worked with hundreds of amazing clients in Calgary, Edmonton, Toronto & in cities across Canada and North America over the past four years on their video production + YouTube Video Production. BizBOXTV is looking forward to growing and evolving with this ever-changing communications landscape to be able to offer our clients the most innovative approaches to getting what they want, as well as getting the most value out of their marketing dollars.
My career as a journalist spanned nearly a decade. When I left to launch a web-video startup, BizBOXTV, I quickly discovered storytelling was part of my DNA, evident in the process and style of my new media company and how it approached its first productions.
It wasn’t about story-boarding or scripting, it was about asking questions, getting answers, and weaving content together to produce an interesting and useful story. The benefits of combining the approaches of traditional journalism and brand storytelling seemed obvious.
Businesses are using social media, web video, and digital publishing to speak directly to consumers. It’s a way for brands, big and small, to use the approach of professional journalists to create, curate and share expert content in the form of blogs, articles and video. Brand journalism is obviously not as impartial as journalism, but it’s a way for a brand to engage an audience with relevant and interesting material. The content must be factual, and keep “relevance to the viewer” top of mind.
Marketing strategist David Meerman Scott, author of The New Rules of Marketing & PR, says “brand journalism is winning over direct marketing and PR attention-getting techniques.
“I’m convinced that those with the traditional skills of marketing, public relations, and copywriting are not the right people to create brand journalism content. Instead you need the skills of a journalist.”
Brand journalism is about facts and balance. It’s about telling an engaging story, and the goal is to educate rather than blatantly market. This way, readers or viewers are informed, and they become engaged with your business and it’s mission.
Home Depot is one major brand that has been creating expert content and useful do-it-yourself advice for a while, and it’s reaping the benefits. The content, whether it’s in the form of blog posts or web video, generally doesn’t try to sell anything directly. Instead, it keeps the focus on education.
Cisco is another example. On its blog, most of the articles and videos don’t mention the company at all. Its plan is to create a conversation and to position itself as a leader in the industry it represents. The company’s digital lead, Karen Snell, has said: “The goal was to generate engaging content to spark a conversation … If we can make people understand what Cisco is doing, then we’ve been successful.”
Boeing is often mentioned as a successful adopter of brand journalism. “When brand journalists think of what’s interesting to their audiences and create engaging content, they generate stories that can really take off,” writes communications director Todd Blecher. “This story is about testing the brakes on our new 747. It involves speeding an airplane down a runway, hitting the brakes just before takeoff. It ends with the brakes on fire, which is eye catching, to say the least.
“We’ve had millions of views, and our key messages about safety and durability reached more people through our website, YouTube channel, and Facebook than we would’ve ever reached with a traditional news release.”
There are huge benefits to providing content that educates and informs, and it’s easy to measure the return on investment. How many hits did it get? Was it shared? Did it spark conversation? As the public and businesses become increasingly “social,” brand journalism can make communicating with consumers more interesting, while setting a company apart from outdated “push” marketing approaches.
Businesses that do it properly can create a huge competitive advantage, while increasing their credibility and relevancy in the marketplace.
Lisa Ostrikoff is a TV journalist/anchor-turned-creator of BizBOXTV, a web video and social media marketing agency. Find her on Twitter and Facebook.
With a nearly 55% surge in spending, Web video is the fastest-growing online advertising format in 2012. So how can small businesses effectively use Web videos to market their products and services?
Search, banners and video advertising will account for 80% of all ad spending through 2016, says eMarketer Inc. Web video spending will nearly double from 7.9% in 2012 to 15% in 2016, the group said.
Like TV commercials, Web videos offer companies the potential to reach a widespread consumer base — but for a fraction of the cost. Online video ad views reached nearly 11 billion in October, said comScore. But while TV ads can be expensive, almost any small business can use Web videos to market its products or services.
Show It Off
The trick to producing engaging Web videos is to be creative, experts say. Video product demonstrations are one way to show off the unique features of a product, just as a salesperson might do in a brick-and-mortar store.
One of the most popular video product demos is Blendtec’s Will It Blend? series. The videos demonstrate the product’s effectiveness with attempts to blend products like golf balls, a Rubik’s cube and a tiki torch. The series’ quirky appeal resulted in millions of hits — the golf-ball video has generated more than 7 million views so far.
Web videos can also be used to demonstrate how to assemble or replace parts on a product, which can increase customer satisfaction and reduce a company’s spending on customer service.
For products or services that aren’t easy to demo, another effective use of Web videos is to create a tutorial on any topic interesting to customers. A company that sells kitchen gadgets can create cooking videos; an accounting firm can create expert tutorials on tax topics; a real estate broker can show how to stage a home for an open house. In April YouTube announced its “how to” channel was its third most popular section, after music and entertainment.
Getting It Done
YouTube parent Google introduced resources this year to help small businesses create and promote Web videos. Just as with Google’s search advertising, Google AdWords for video lets small businesses pay only when users watch their videos. Companies can promote their videos by keywords to appear in YouTube search results, or display their video ads on pages with interesting content, said Baljeet Singh, YouTube group product manager.
YouTube also offers free analytical tools that enable small businesses to find out how viewers are engaging with their brands. Businesses can track how many viewers watched an entire video, or even if they visited the company’s website afterward. A host of other video sharing platforms, such as Vimeo and Viddler, can similarly help businesses connect to customers.
For small businesses on a tight budget, another option is to ask customers to send in their own videos. Companies can leverage customers’ creativity to reduce video production costs – and build a library of user testimonials at the same time.
You don’t need a Super Bowl ad (or a Super Bowl-sized budget) these days to draw interest from all over the country or world. For small businesses using Web videos, an investment in creativity can reap big marketing rewards.