How to make video marketing work for your business

By Jennifer Lonoff Schiff, CIO |  Small Business, Marketing

D'Artagnan Foods, an international fine foods purveyor, also has enthusiastic customers, many of whom are well-known celebrity chefs. So in order to help promote D'Artagnan, its owner and founder, Ariane Daguin, a personality and chef herself, enlisted fellow chefs Daniel Boulud, Eric Ripert and Marcus Samuelsson (among others) to star in a series of how-to videos with her --showing food lovers how to recreate some of their favorite dishes, using D'Artagnan products (see here). To date, the videos have been very successful, helping to increase brand awareness and sales for the company.

10. Use humor --if or where appropriate. To advertise the fact that its food is fresh, not microwaved, Moe's Southwest Grill created an entertaining video titled "Microwaves Ruin Everything."

The video reached more than 1.5 million views on YouTube in only a few weeks, going viral faster than anyone anticipated. Soon after the video's release, sales jumped 8.5%. And while Moe's Southwest Grill cannot directly attribute that increase in sales to the video alone, the company believes it definitely contributed.

11. You don't need to hire James Cameron. While it's a good idea to work with a professional videographer or video production agency that knows what it's doing, if you don't have someone on staff, don't go overboard.

"Too many organizations feel compelled to produce Hollywood-grade corporate videos," says Ciampa. "Unless you're a luxury brand, most prospects not only don't care," they may be turned off by over-produced, overly slick videos. "Focus on great content and clear presentation while ensuring the proper lighting, audio and camera techniques. With this approach, you'll be able shoot more video much more economically," he says.

12. Include a video sitemap on your website. "Ensure videos are indexed by Google by submitting a video sitemap," says Melody King, vice president of marketing for Treepodia, a provider of e-commerce video solutions. (Instructions for how to do this are available on Google's Webmaster Tools' page.)

Why You Should Have YouTube Host Your Videos


Originally published on CIO |  Click here to read the original story.
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