Viditude: YouTube Marketing for Small Business

Launch your book with a video book trailer

January 16, 2013 By Pat Ferdinandi

You spent so much time writing your book. Your heart, soul, and knowledge is poured into every page. To enhance the probability of your book being sold, you may have spent a great deal of money to have it edited or a cover designed.

Publishing your book today is easier than ever. You can use a service like CreateSpace to create printed copies or just sell your book as an ebook through an online store like Amazon and your website.

As a published author of 9 books, I can tell you from experience, creation and publishing is the easy part.

Marketing your book is the hard part.

Before all you had was the book cover to sell your book. Publishers were very careful to pick the right design to help your book fly off the shelves.

Today it’s different. Promoting your book includes:

Creating a landing page for your book
Creating a facebook page for your book
Status updates, tweets, posts all about your book

The most important trend having a huge success is … creating a video to promote your book. This type of video is called a “video book trailer“.

Promotion is your responsibility!

As the famous Jeffrey Gitomer always says, “people don’t like to be sold but they love to buy”.

People want to buy YOU. If they like YOU they are more apt to BUY from YOU. Let prospective buyers see your face and personality.
Read a page or two from your book (it works better than providing a free chapter).
Passion is contagious: talk, with passion, about one of your characters or the topic.

Here is an example from a colleague, Tom Bentley. His trailer for his book, Flowering and Other Stories, illustrates his wonderful sense of humor. Who wouldn’t want to buy Tom Bentley’s book after seeing how clever he is.

As you can see, your book trailer doesn’t have to be fancy. Your book trailer does need to be something that helps people to like you (humor always works). If the viewer likes you from the book trailer, they are more inclined to buy your book.

START NOW!

Before your book is ready to be printed or converted into the proper ebook format:

Write a video script for your video book trailer for a 2 to 3 minute video.
Upload your video book trailer to YouTube at least one week before your book is ready for shipping.
Link your video book trailer on Amazon (book page and author page), your book landing page, and your facebook page.
Tweet the link to your book trailer.

Oh, and make sure they can pre-order your book.

NEED HELP!

If you have any questions, I have published 9 books. Some through a commercial publisher and now, I’ll only self-publish. That’s what makes Viditude different from other videographers! Viditude understands that promotion is your responsibility! Where your videos appear and how to promote your book is the key to selling your book to more readers! Call 973.509.9427 or email TalkToUs@Viditude.com . If you want to write a book but do not know where to start, watch my How To Get Published video series. PS: My video book trailer for Your Video Playbook.

Filed Under: Business Social Video, Encouragement, Online Video, Promote, Strategy, YouTube Marketing Tagged With: 07042, Amazon, Amazon.com, book trailer, how to write a book, How-to, jeffrey gitomer, montclair, new jersey, nj, pat ferdinandi, Publishing, Tom Bentley, Trailer, Video, Viditude, YouTube

How To Get Published: Episode 19 The Daily Dose Video

December 26, 2012 By Pat Ferdinandi

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The last Wednesday of every month we’re progressing through the How To Write A Book & Get Published series by Pat Ferdinandi. Each video walks you through the next step to writing YOUR book.

For tips for creating video, we’ve added notes on what to watch for and learn when creating your next video.

What to watch for in this video:

The use of the call out arrow (the color matches the color scheme of the company as well)
Notice the call of action right in the beginning…permissable on a series…but not on the first couple in the series
Notice the facial expressions…adds image variety when you are standing in one location

Body movement and facial expressions are needed to add a variety of image. Remember, 50% of all movie information is conveyed through images. It is very difficult to do if you are standing in one place. Practice different facial expressions and gestures in front of a mirror. Remember to not be stiff when presenting.

What do you think? Leave a comment below.

NEED HELP!

If you have any questions about creating “how-to” videos or a “web-series”, give a call or send an email. Our YouTube channel is all about “how-to” … including how to write a book! Together with our clients, we have worked on building a loyal community one video at a time! That’s what makes Viditude different from other videographers! Viditude understands how to explain your difference as a key to your success! Together we can talk about what your clients would find of value! We can develop a strategy and a plan of action to create videos your clients will find of value! As with the webseries “how to get published working on it for 15 minutes a day“, the same applies to enhancing your value through video. Call Our Google Voice: 973.619.9353 or email TalkToUs@Viditude.com.

Filed Under: Business Social Video, Get Published, Online Video, Practice, YouTube Marketing Tagged With: 07042, bergan, create video, essex, facial expressions, gestures on video, How-to, internet marketing., montclair, new jersey, nj, pat ferdinandi, patricia ferdinandi, social media, social video, social video marketing, video marketing, Viditude, YouTube Marketing

Where are your clients going to be in 2013?

December 12, 2012 By Pat Ferdinandi

This is the second of three posts to help you take a closer look at your 2013 business landscape. Towards the bottom of this post is an excellent slide show produced by Business Insider on the 2013 digital trends.

Last weeks post talked about why it is important to have different level of strategies. Each strategy focused on a finer part of obtaining client loyalty.

Key step was to look at your customer demographics. What you probably identified was:

age
location
sex
financial standing
why they purchase from you

What you probably didn’t ask yourself (or your client) was the “behavior” questions. How do your clients get the information they want?

Do they ask for references from their colleagues, friends, and family?
Do they research through Google (including YouTube)?
Do they look at products in stores (brick-n-mortar or the internet)?

The reality of a client’s behavior is a 4 device world 24 hours a day, seven days a week! With the increase in digital devices available, clients are now researching with their mobile phone, tablet and laptop WHILE watching TV! The impact on your client base is huge and is tied directly on how strong of a loyalty your client feels towards you and who influences their decisions. For example:

Facebook: Friends and relatives are influencers! If a client isn’t a “loyal” client, the recommendation from an influencer will change your client’s mind to at least entertain your competitor! It’s not all about what you ate last night anymore. Facebook is a place to share likes of people, products, and services. Anyone talking about you?
Twitter: In 140 ( soon 117) characters can say a lot. A competitor who tweets valuable information on a daily basis will be in front of mind of your client. Negative disappointed clients references will be retweeted (probably by a competitor). Are you following a “hashtag”?
LinkedIn: Helpful answers to discussions on your topic is a great source of information for clients. The answers, without a sales pitch, begins building trust in your skill-set. Are you answering customer questions?
GooglePlus: Is a place where feeds from multiple blogs can be a “community” or “circled” by a client on a specific topic. The streams are read. “Hangouts” are held talking about your product/service. Experts in your field are “circled” and shared with others in their “community” or “circle”. product videos are discussed to clarify any understanding or to learn a bit more about what you do. Each status update is tagged and added to googles search formula. Are you increasing your search juice?
YouTube: Clients want to hear and see from others using your product/service. Videos discussing you by others are watched. Videos created by competitors are watched. The better video (information and quality) builds trust faster and influences a client’s buying position (and loyalty). Are you the face of your company client’s watch?
Pinterest: A visual bulletin board of what influencers like. If a client likes a blog, book, or video by someone, they pin an image of it for others to see. All of which is searchable by their friends, family, colleagues, and other potential customers. Are you on anyone’s board?

Note: A YouTube video is the most social. Every video is shareable on all the other key social platforms. A YouTube video carries more “google juice”.

The growth strategy process begins with re-evaluating your market, client demographic, and growth plans (business strategy). Once you have clarified or adjusted your view of your landscape, you will have a better idea about how to communicate effectively and concisely (digital strategy) through the best social channels. Part of your digital strategy will include video. To compete, you’ll need to develop a video strategy to develop the right video to communicate your message to the right audience (we’ll talk about that more in a future post).

These strategies are not just for large corporate 50 corporations. These strategies are necessary to help:

small businesses (including law firms and accounting firms) without marketing departments.
non-profits to leverage free communication opportunities to succeed in getting the right message out to the right people.
freelancers now have multiple channels to announce and exercise their craft.

START NOW!

Step 1: Accept that social media has challenged your client’s loyalty:

social media applications are used by your clients, using multiple devices, all the time.
you will need the right presence on the social platforms used by your client demographic.
you will need to provide free valuable information continually to enhance being found and front of mind.

Step 2: Gather information to categorize trends:

redefine your clients demographics by digital usage (device, social platform, activity).
identify what ”voice” (formal, relaxed, humorous) your client’s feel most comfortable with on each social platform.

Step 3: Build the framework for your digital marketing:

Prioritize your list of social platforms used by your clients.
Build a profile on each of the networks.
Follow, link, connect, like, circle all client’s (past and present) profile.
Review your competitors digital presence.

NEED HELP!

If you have any questions, I have coached all size companies on digital strategy since the introduction of LinkedIn. That’s what makes Viditude different from other videographers! Viditude understands that promotion is your responsibility. Where your videos appear and how to engage with your clients is the key to building trust and loyalty with more clients and promote you! Call 973.509.9427 or email TalkToUs@Viditude.com

Recommended Books to help with Digital Strategy

Filed Under: Business Social Video, Plan, Social Media, Strategy, YouTube Marketing Tagged With: 07042, bergan, Business, Facebook, Google, How-to, LinkedIn, montclair, nj, pat ferdinandi, patricia ferdinandi, social media, Twitter, Viditude, YouTube, YouTube Marketing

It’s time to strategically plan for 2013 business growth

December 5, 2012 By Pat Ferdinandi

Non Profit Content Marketing Strategy (Photo credit: Russ_Henneberry)

To have real business growth in 2013, you need to take a look at your marketplace:

Has it changed?
Have your customers behavior change?
How can you reach a wider audience?

This is the the first of three posts to help you take a closer look at your business landscape.

The process begins with re-evaluating your market, client demographic, and growth plans (business strategy). Once you have clarified or adjusted your view of your landscape, you will have a better idea about how to communicate effectively and concisely (marketing strategy) through the best social channels. Part of your marketing strategy will include video. To compete, you’ll need to develop a video strategy to develop the right video to communicate your message to the right audience.

These strategies are not just for large corporate 50 corporations. These strategies are necessary to help:

small businesses (including law firms and accounting firms) without marketing departments.
non-profits to leverage free communication opportunities to succeed in getting the right message out to the right people.
freelancers now have multiple channels to announce and exercise their craft.

START NOW!

Step 1: Accept that social media and client behavior has changed your landscape! This year has brought:

different social networks to reach different demographics.
changed shopping and investigation habits by clients.
technology changes have made it easier for you to voice your ideas and announcements
difficulty to be heard above the noise of others.
difficulty to control what is being shared about you.
competition for part or all of your work is now global and split evenly with companies larger and smaller than yours.

Step 2: Gather information to categorize trends (next week we’ll dive deeper into your categories):

your clients (including new, retained, and lost)
your services (including those requested but not served, services no long requested, and those served repeatedly)

Step 3: Throw away your fears about video. Accept that video will be part of your 2013 plan!

To video, or not to video: that is the question:

Whether ‘tis nobler in the mind to miss

The opportunities of outrageous fortune,

Or to take arms against the tides of change,

And by opposing end them? To allow my business to die or sleep

No more; and by a sleep to say my business ends.

NEED HELP!

If you have any questions, I have over 20 years of working with all size companies on business strategy. That’s what makes Viditude different from other videographers! Viditude starts by determining what are the right videos (content and style) to make to reach more clients and promote you! Call 973.509.9427 or email TalkToUs@Viditude.com

Recommended Books to help with Business Strategy

Purple Cow by Seth Godin
Blue Ocean Strategy by W. Chan Kim
Business Model Generation by Alexander Osterwalder

Filed Under: Business Social Video, YouTube Marketing Tagged With: 07042, bergan, Business, business video, Digital marketing, Marketing, Marketing and Advertising, Marketing strategy, new jersey, pat ferdinandi, patricia ferdinandi, social media, Social network, Strategic management, Viditude, YouTube Marketing

How To Get Published: Episode 18 Become a trusted resource video

November 28, 2012 By Pat Ferdinandi

Order Your Copy Today

The last Wednesday of every month we’re progressing through the How To Write A Book & Get Published series by Pat Ferdinandi. Each video walks you through the next step to writing YOUR book.

For tips for creating video, we’ve added notes on what to watch for and learn when creating your next video.

What to watch for in this video:

Notice the YouTube image…it isn’t always a flattering picture of me…but does have the point of interest in text for the viewer
Notice the opening is less than 10 seconds…any longer and you will lose your audience…opening titles are optional…they do help build a brand
Notice how you don’t have to be the expert…you can share your experience and share what you’ve learned

What extended areas you are learning to expand your knowledge? Can you create a video on that topic? Would your audience care to learn through your learning curve?

What do you think? Share your opinion below.

NEED HELP!

Filed Under: Business Social Video, Get Published, Online Video, Plan, Prepare, YouTube Marketing Tagged With: 07042, bergan, create video, essex, how to create videos that connect, How-to, internet marketing., montclair, new jersey, nj, pat ferdinandi, social media, social video, video marketing, Viditude, YouTube Marketing

One old lesson is new again for video editing

November 21, 2012 By Pat Ferdinandi

Many decades ago, I began my technology career at IBM. In the late 1970s, I was lucky enough to be coding and maintaining early “online” software programs. To give you a little perspective, their was no PCs or Internet for general use. HTML was in it’s early stages and called “documentation language”. Yes, this time was after the age of dinasaurs and vacuum tube computers but early enough to learn some valuable lessons that now apply to Video Rendering.

The better the quality, the longer video rendering takes.
The larger the file, the longer video rendering takes.

Back in the late 1970′s, you got only ONE compile of your program a night. You were always on a deadline. So, you made sure all the sloppy, overlooked mistakes were eliminated before you sent your job in for the night. You took that extra 15 minutes to “desk check” your work…sometimes asking someone else to take a look before submission.

With an 8 minute video rendering taking two hours for high quality…some of my old desk-checking skills are dusted off…especially after a recent small but easily avoided mishaps.

Make sure you:

have the audio file turned on
have the correct audio file turned on
have all the fonts the same on every callout
use the right transitions at every point
have the correct spelling on all title slides
have the fades (image and sound) in the right place

Heck, we all make this mistake at least once. The point is to make it happen less and less. A wasted hour is always a wasted hour.

One more thing … always watch the entire video after rendering BEFORE you upload the video to any video site (YouTube, Vimeo, Viddler, etc.)

What other quick checks do you recommend?

IBM says PC going way of vacuum tube and typewriter (infoworld.com)

Filed Under: Business Social Video, Online Video, Produce, Video Editing, YouTube Marketing Tagged With: 07042, bergan, essex, How-to, IBM, montclair, new jersey, nj, pat ferdinandi, patricia ferdinandi, Personal computer, rendering video, social video, Vacuum tube, Video, Video Editing, video producing, Viditude, YouTube Marketing

How To Get Published: Episode 17 Where is your target audience video

October 31, 2012 By Pat Ferdinandi

Order Your Copy Today

The last Wednesday of every month we’re progressing through the How To Write A Book & Get Published series by Pat Ferdinandi. Each video walks you through the next step to writing YOUR book.

For tips for creating video, we’ve added notes on what to watch for and learn when creating your next video.

What to watch for in this video:

Back up your opinions…people do not mind you share your knowledge…and your opinion…but don’t be too opinionated
Sharing ideas which help people to think for themselves…grows the trust in you
Ideas must be of value to the viewership and related to your area of expertise

What advice can you SHARE…not dictate. Using the term “should” is a turnoff. Make a suggestion in a tone of sharing…not parenting.

What words do you hear which cause you to stop listening? Share them in the comment area below.

NEED HELP!

Filed Under: Business Social Video, Get Published, Online Video, Present, Promote, Video Scripting, YouTube Marketing Tagged With: 07042, bergan, choosing the right words, create video, essex, How-to, internet marketing., montclair, new jersey, nj, pat ferdinandi, patricia ferdinandi, social media, social video marketing, tone, video marketing, Viditude, YouTube Marketing

Uh, Um, And, You-Know and the damage your filler words have to your reputation

October 24, 2012 By Pat Ferdinandi

Speak No Evil Monkey (Photo credit: Enokson)

I was recently asked at a media maker’s event “How do you get someone to stop uming?” I laughed. Most people are not even aware they are “uming”. The client looks at me strangely because he or she has no idea they are repeatedly saying “um”. Unfortunately, “uming” is very obvious to the viewers of your video.

The um’s, ah’s, you know, OK, all right, and all those other words you don’t even think you are saying but do. These are “filler” words. You add them unconsciously as you speak (both on and off camera). They are not “scripted”. It’s the inability for you to allow for silence. Everyone has a favorite…mine tends to be “okay”.

These filler words take away the valuable seconds of silence your viewer needs to absorb your message. The words do not add any value to your message. They fill the space that should be silent (read/watch our post on “pauses”). Without realizing it, you are losing credibility with every filler word you say on your video. One or two may creep in. Everyone has a slip or two. The point is to replace the “you know” habit with what will help you make more sales…silence…think time for your viewers.

Use all your time to begin to eliminate filler words from your conversations. Practice talking all the time without them. Ask a friend, coworker, or family member to secretly count the number of filler words you used during a conversation. Record the audio of a conversation you are having or while practicing your talk. It will take time, but you will improve and your videos will be better for it. You need to allow silence for the viewer to stop listening and tell his or her brain to absorb and think about what you just said.

The other problem with speaking in videos is the run-on sentence (my personal pet peeve). I’ve heard people combine thoughts with the word “and”. A person might be talking for 3 minutes and never take a breath, and it will be one sentence because they used the word “and”, eliminating silent pause opportunities. Only use the word “and” if you are providing a list. “You can add the cake flour and regular flour during this step.” The word “AND” should never be used more than once in a sentence or breath.

For videographers videoing non-actors, you have only a few options:

Edit out the filler word sections. Be careful not to just silence the audio as you will see their lips moving. Make sure the end result doesn’t look too choppy that the point of the video is lost.
Practice with the client before the shoot. Record the audio and play it back for them to hear all the filler words. I’ll take up to 2 hours rehearsing. Eventually they cut down (never eliminate completely) the number of filler words because you have made them aware they use them.

Filed Under: Business Social Video, Present, Talk to The Camera, YouTube Marketing Tagged With: 07042, bergan, business social video, business video, Filler (linguistics), How-to, montclair, nj, pat ferdinandi, Silence, Twitter, Viditude, YouTube Marketing

Online video lessons from everywhere

October 17, 2012 By Pat Ferdinandi

U.S. Patent by Thomas Edison for an improved electric lamp, January 27, 1880 (Photo credit: Wikipedia)

I was recently looking to upgrade my audio recorder. The standard for the video/film industry is the Zoom H4N. A common competitor is the Roland R-26. I did a great deal of research online and talked with multiple video/film makers.

Getting ready to purchase the Zoom H4N, I was talking to a colleague about lavaliere microphones. He mentioned that the Guitar Center was running a class on microphones. A BIG light bulb went off in my head! Well of course! Who would know more about sound than a sound “mixer” engineer for the music industry!

I went to my local Guitar Center in Totowa, NJ and received a class like no other! The teacher was one who has lived “sound” for decades! He has “mixed” several top hits over his years in the music business. What a resource I would have forgotten about. For decades, I’ve been hanging out at photography/video stores…not music stores!

After the class, I asked him about audio recorders. His recommendation was different from the two mentioned above…Tascam DR-40. In fact, three of the workers at the Guitar Center all said they preferred the “sound” on the Tascam over the Zoom or Roland.

One must always keep one’s ears, eyes, and minds opened for opportunities to better themselves.
One must always keep one’s ears, eyes, and minds opened to finding good sources of information…even if it is not the “standard” source.

Business social video lessons come from everywhere…not just from videographers, social media specialists, or internet marketers. You could be having a conversation with someone who is in a totally different field. An important lesson they learned, could be applied to your videos. But you have to have an opened mind, ears, and eyes.

Watch the video below as another example and learn three ways to improve the quality of your business social videos. A simple lesson from a seamstress!

Watch Video: How To Make An Online Video Lesson from a Seamstress

Field recorder options for use with a shotgun mic. (gearslutz.com)

Filed Under: Business Social Video, Camera Tips, Video Editing, YouTube Marketing Tagged With: 07042, bergan, business social video, business video, essex, Guitar, Guitar Center, How-to, montclair, Music, new jersey, nj, pat ferdinandi, patricia ferdinandi, Shopping, Sound, Tascam, thomas edison, video marketing, Viditude, Wikipedia, YouTube Marketing

Timing!

October 10, 2012 By Pat Ferdinandi

English: Photograph of President Harry S. Truman Playing the Piano While Jack Benny Plays the Violin. (Photo credit: Wikipedia)

There is a trend in videos to jump cut over any pauses. The theory is to provide a feeling to the viewer that the video is moving faster and will keep viewers attention longer. This may be true but only with a cost.

People rarely think about what you said while you are talking. Pauses (count s l o w l y from 1 to 3) allow your viewers an opportunity to turn off their listening and absorb the point you are making. Therefore, you are not really getting your message out if you talk non-stop or cut out all the pauses with jump cuts.

There is a reason why comics spend years perfecting their timing. Pauses build anticipation. Each pause provides the viewer the opportunity to catch up to what you are saying. The viewer actually thinks about what you just said (in context of what is also being seen).

I went to the “master” of comic timing to find a video to illustrate the need for pauses. I searched YouTube for the stand-up comic Johnny Carson, Steve Martin, Richard Pryor, Phil Hartman, Bob Newhart & so many others had mentioned as the “master” in comic timing. His name was Jack Benny.

Watch the following two videos for the pauses. Notice how the laugher builds during these pauses. Notice how the pauses enhances the skit.

For those who don’t know these classic performers in these videos:

Jack Benny actually did know how to play the violin well. Though many of his skits had him playing rather poorly. He also developed his character as a “cheap skate”.
Liberace always had a candle opera on his piano and wore glitzy clothes.
Mel Blanc is the man of 1,000 voices (many Looney Tunes characters).

Try adding pauses (count slowly from 1 to 3):

Right after asking a question.
Before you transition to a make a different point.
Before you deliver an impactful (or humorous) statement.
Between your name, title, and company name.
Before you tell the viewer what they will get if they watch the entire video.

I hope these videos make you laugh … and think about adding a few short pauses into your videos.

Filed Under: Business Social Video, Plan, Present, Talk to The Camera, Video Editing, Video Scripting, YouTube Marketing Tagged With: 07042, Bob Newhart, How-to, Jack Benny, Johnny Carson, Mel Blanc, montclair, new jersey, nj, pat ferdinandi, patricia ferdinandi, Phil Hartman, Richard Pryor, Truman Harry S, Video Editing, Viditude, YouTube, YouTube Marketing

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