Marketing Strategy

Ready to create a YouTube channel? At TeeFour Productions, we can help you every step of the way, from coming up with a great channel concept, to producing the videos, to building the channel itself on YouTube.

When attorney Steven Hernandez wanted to create a YouTube channel for his practice, we got together with him to design and create a series of videos that focus on his specialty, DWI defense in New Jersey. Mr. Hernandez wrote a series of short scripts that describe the various legal aspects of DWI charges in the state of New Jersey and demonstrated his expertise in defending these cases.

We began by setting up a simple shoot at his office with a green screen and a teleprompter. At TeeFour Productions, we have a fully mobile setup that can deliver great, studio-quality picture and sound from nearly any location. After Mr. Hernandez finished his readings, we set about creating a series of videos that would have a consistent look and feel that would contribute to the YouTube channel having a strong online identity.

Once all of the videos were completed, it was time to start creating a channel. Google funnels all of the back-end work required to create a YouTube channel through Google Plus. This is actually a good thing when it comes to having a production company like TeeFour build your channel, since we can create a Google Plus page and then make you or your representative a manager of the page. This avoids the necessity of sharing login information but allows us to create content on YouTube using your company’s name.

There are still some administrative hoops to jump through, especially when it comes to verifying your website. This is an essential step, however, as it allows you to place a link back to your website directly on your YouTube channel, and also lets you create annotations within the video that contain an external link. The process is simple, YouTube will provide a snippet of code that your webmaster will be required to upload onto your site.

Building the YouTube Channel

YouTube Channel

A clean YouTube channel design.

In building the channel www.youtube.com/stevenhernandezlaw, we were able to incorporate the clean, white look that is present in both the videos and on Mr. Hernandez’s corporate logo. All of the videos were uploaded with detailed metadata descriptions, titles, tags, and transcripts to optimize SEO and discoverability. To further enhance to feel of a content-centered YouTube channel, we created categories for groups of videos like “DWI Penalties in New Jersey.” This has the dual effect of creating playlists that viewers can watch without having to click from video to video. Now that the channel has been established, the Hernandez law firm can create additional videos at their discretion and simply add them to the existing channel. Adding content to an established channel always has a better feel than uploading random videos under nothing more than your user name.

If you are ready to create a YouTube channel but don’t know where to start, get in touch with TeeFour Productions and let our expertise guide you through the process.

Creating a viral video is often thought of as the golden chalice of online marketing. When you log onto YouTube and see that gurgling baby with 74 million views, it’s temping to think “how can I attract that much attention?” But not all attention is good, and creating a video that gets lots of attention but doesn’t achieve your goals is really a marketing failure.

viral video still

Charlie bit my finger…

Viral video has become so commonplace that it’s gotten its own verb form: “Going Viral.” The grandaddy of them all is a little gem called “Charlie Bit My Finger.” If you’re one of the three people on Earth who hasn’t seen it, click the link and prepare to be amused. But if you browse the top-viewed videos of all time, they’re almost all music videos. There’s nary a commercial video in the top 200.

There are a couple of reasons for this. First and foremost, people (and especially the young people who dominate social media) fiercely resist being marketed to. If Charlie’s brother removed his finger to reveal a dollop of Oragel, it would have been a great bit of marketing but the video would never have gained the traction that it did. The lesson? Viral video cannot be forced, and it should not be your goal when planning your video. The New York Times recently did a story about what makes a viral video. The bottom line is that people are driven to share videos with an emotional impact. Usually an uplifting one, but even a video that provokes is more likely to become a viral video than something that is merely depressing.

The Anti Viral Video

When you are planing your video, you want to consider how the audience will receive it. It’s much more important that your audience find your video informative than that they be driven to share it all over social media. One share on a very targeted Pinterest board is worth a thousand shares on the type of sites that establish viral videos, like Reddit. When you are ready to create a video that will both inform and entertain, if not spread across the internet like wildfire, give TeeFour Productions a call and let us help you conceive and execute your video vision.

What do we mean when we say video content marketing? The idea is simple enough — using video content to achieve your marketing goals. For many businesses, this means creating a traditional advertisement and purchasing preroll space through one of the many ad networks out there.video content marketing

This may not be the best strategy, however, as the New York Times pointed out in a recent article on the viewing habits of people who watch video online. As it turns out, more than half of the videos that run through ad networks are never seen. They autoplay when someone hits a page, or the viewer simply clicks over to another tab while the ad runs. Not to mention all of the ads that are running on mobile devices, which are so easily ignored until the content the viewer was actually searching for starts to play.

So what is the solution? At TeeFour Productions we specialize in video content marketing. This means creating a compelling video that delivers your message while providing information or entertainment to the viewer. Simply put, viewers are more receptive to your message if it comes wrapped in a package that they find useful.

Video content marketing can take many forms. The most common is the informational or how-to video. This type of production serves a variety purposes. It establishes your company as an authority in your area, while helping potential customers to relate your business with the topic at hand. It also increases your visibility, as useful videos get many views, helping to boost your SEO.

The other form of video content marketing is the entertaining video. These are the funny ones that go viral and get seen by millions. It’s kind of the holy grail of video content marketing, but its path is fraught with peril. If the joke on your video falls flat, it can easily become the target of derision. Even worse, if it is a smashing success, your message can get lost in the hoopla.

Practical Video Content Marketing

At TeeFour Productions, we’re here to help you make the most of your video budget. We don’t do straight-up advertising videos. We create engaging and informative pieces that put your company in the best light, and help you to engage your customers. Get in touch with us to get started on developing your video content marketing strategy.

Professional portrait photography can often conjure up the worst memories — Mom dressing you up in a sharp outfit and dragging you to Sears to sit on a rail in front of a pastoral painting. But not all portraits need to be corny, and not every professional portrait session needs to be painful.

professional portrait photography

Professional portrait photography
by Ted Menzies.

When we say professional portrait photography, we don’t mean professional in the sense that the photo is paid for. Professional portrait photography should capture who you are as a professional. This is sometimes referred to as an environmental portrait: capturing you in your element, showing what it is that you do best.

In this example, my own self-portrait serves a number of purposes. First, it showcases some of the equipment that I own. You can see that I use a professional camera, have a top-notch Arri light kit, and some pretty impressive sound gear. You can also see that I have a green screen, which clues you in to the fact that I can handle special effects in a video presentation. Finally, I like to think that the little touch of grey in my beard tells you that I’m not new at this, and that I bring a lot of experience to my work.

So much of our public interaction is done online these days, it’s hard to overstate the importance of professional portrait photography. When someone clicks your “About Us” tab, or visits your profile on a site like LinkedIn, the photo is the first thing they look at. Before they read a line of text, even the headline, our eyes are immediately drawn to a photograph. You never get a second chance to make a first impression.

Professional Portrait Photography Services

At TeeFour Productions, we’re here to help you make the most of your professional portrait photography needs. We have a completely mobile setup that can produce great-looking photos in nearly any setting. We come to your business and help you determine where the best place to shoot is, and what kind of props give off the right message about you and your company. Get in touch with us to see how we can help you create a great image for all of your professional communication.

Good video services many needs for both the viewer and the creator. The viewer can find useful information, a more complete look at a product or service, and entertainment. The creator can get their message across in a friendly way, that’s easy to digest and memorable. More importantly, the creator controls how the message is expressed.

A great example, now that it’s tax time, is how the software company TurboTax is using their YouTube channel as a video services center. Viewers can visit the channel and find a wide range of video services programs that answer tax questions and demonstrate how TurboTax can help. This is great marketing, smartly executed. TurboTax draws millions of viewers to their channel who are seeking exactly the help that they provide. The utility of the videos encourages sharing, increasing traffic and SEO.

turbo tax video services channel

Turbo Tax YouTube Channel.

The key concept here is utility. TurboTax is delivering useful information to consumers through their video services. The videos answer common questions about tax preparation,  but they also show how easy the process is when you use their software. Their channel is well-organized, with curated areas that divide their videos into sections like “General Tax Tips,” “Family and Home,” and “Job and Career.” Another great option they offer right at the top of their channel is the option to view the videos in Spanish.

How many people actually find and use this information? The graph below gives you some indication. You can see that as recently as 10 years ago, not very many people turned to the internet for tax advice. The last five years, however, have seen an explosion in how people trust and depend on information they can find online. Professionally produced video services are a big part of this revolution.

google-search-data

Video Services Approach

It pays to give some thought to how you are going to execute your marketing strategy when it comes to video services. In the above example, TurboTax created a useful channel that serves as a hub for information about tax filings and other tax-related questions. For more information about TurboTax’s video channel on YouTube, see this related article from ReelSEO.

Whether you’re looking to create a simple video to explain your product or service, or trying to create a whole YouTube channel around your field of expertise, TeeFour Productions can help. We’re the leading video producer in central New Jersey for corporate and business video production. Get in touch to get your video marketing efforts underway.

Video productions have always been the province of large companies, serving the dual purpose of creating brand awareness and delivering a sales pitch in a way that consumers are open to. Today’s video technology has not only broken barriers for small business to enter the video productions field, it has also created opportunity to reach consumers through new avenues that closely resemble traditional media.

Once again, YouTube is leading the effort. Back in the 20th century, if you wanted to advertise your product or service alongside a quality video productionsnetwork production like ‘Seinfeld’ or ‘E.R.’ you would need to invest heavily in your own video productions. Why? Because the cost of buying that ad space was so great, you couldn’t afford to air a commercial that didn’t have six-figure production standards.

Now, with so many networks running content and highlights on YouTube, it’s easy for anyone to place their ads with great programming that consumers are drawn to. Need proof? The Walt Disney Company just invested $500 million in Maker Studios. “Short-form online video is growing at an astonishing pace,” Said Disney CEO Bob Iger,  ”and with Maker Studios, Disney will now be at the center of this dynamic industry with an unmatched combination of advanced technology and programming expertise and capabilities.”

Where Do Your Video Productions Fit In?

Creating a simple video for your company has never been easier. Short video productions can be created entirely in about a week and be airing as pre-roll in front on premium content in no time. And better still, with the great tools that Google AdWords provides, you are able to target your audience precisely by location and video content.

If you are ready to begin marketing your business with video productions that deliver quality messaging and access to the vast online world of premium content, get in touch with TeeFour Productions. Let us show you how easy and affordable it is to get started with video productions and all of the ways it can help your business grow.

Social media video sharing is often seen as the endgame when a company creates a new video. They plan the message, go through production, and publish their video online. After all that, then they set out to promote their production on social media. But when you don’t take the intricacies of social media video sharing into account from the beginning, you may miss an opportunity to optimize your investment.

Each of the most popular platforms for social media have their own unique culture. It helps to think about the context that you’ll be sharing in before you plan out a script. The audience at LinkedIn will most likely be very different from the one at Pinterest. That doesn’t mean that you can’t promote your video to viewers of both, you just need to take the time to plan out your most effective means of reaching them.

social media content

Photo Sharing: Mobile apps like Instagram and more traditional sites like Facebook and Tumblr start with photos. That’s the most likely way to grab the viewer’s attention. You can make this work in your favor by planning ahead to include one signature visual for your video. It needs to be a strong image that will engage the audience and draw them into clicking on your video. Think, for example, of the recent Geico commercial with the camel celebrating hump day. The singular image of a camel in an office is enough to intrigue the viewer into clicking, just to find out what exactly is going on!

Tagging: When you promote your video on sites like Twitter or YouTube, getting the tags right can be essential. Think about how you focus on SEO when you produce written content for your website: you settle on a keyword or phrase and then concentrate on weaving it throughout your post. Social media video sharing inhabits a similar space. You need to think about a simple and direct word or phrase that summarizes the main idea of your video. This will become the most effective hashtag or keyword tag that you can use across social media networks.

Interest Groups: When it comes to online groups or communities like those on LinkedIn or Reddit, it really helps to contribute to the group before you post your video. If you have one posting and it’s a link to your video, the regular group member will be turned off and will not visit your site (some may even ban you outright!). But if you take a little time to research where your video will be effective, and make a few friendly posts there leading up to the time when you want to promote your video, you will find a more receptive audience. Social media video sharing is much more effective when you’ve prepped your audience to receive your message.

Social Media Video Sharing Goals

Finally, it helps to have some goals in mind when you set out to share your video. Are you launching a new product or service? This is a big one and having viewers (or better yet, customers) share your video across their social networks helps to get the word out. Maybe you just have a video that shares some of your knowledge in an attempt to establish your core competency. This is where tagging and metadata are crucial. Whatever your social media video sharing goals are, TeeFour Productions can help you plan out your vision and execute a quality video production.

There’s a reason why YouTube video is the grandaddy of them all. When its founders had the idea ten years ago that there should be an easy platform for hosting video content that could be shared on many different web sites, they were clearly onto something. The online world has changed a lot in the years since, but YouTube has ridden the wave of change and managed to stay on top.

But is YouTube video still the way to go? A recent article on the video marketing site ReelSEO.com made the argument that there are better alternatives to using YouTube. They make a good case. The number one problem they point out (from a marketing standpoint) is that the owner of a video has very few tools for engagement with their audience. Sure, there is a robust comment and response ecosystem, but if you want to reach the audience you’ve built with messaging outside of video, there are few options.Youtube video

However, if you are managing a marketing campaign that includes video content, you really have no choice but to be a part of the YouTube video universe. There is such an emphasis on views that it may seem like your video efforts have been a failure if you don’t have six-figure viewing numbers. But sheer volume is rarely your goal. It is much more important to use video as an engagement tool for your customers, suppliers, and even employees.

What Kind of YouTube Video?

This is often the big question. Should a YouTube video be a straight-up advertisement like you see on television?  Should it be a narrative, like the ones that go viral? Or should it be informative or service-oriented, helping customers use your product? The answer, of course, is that it may be any of these, and a successful campaign will often employ all of them. That is where the real strength of YouTube video comes into play.

The basic sales-pitch advertisement has a terrific platform on YouTube. Their 200 million users watch a lot of video, and you can target your simple ad to run as a pre-roll before any number of popular YouTube videos. There is no place else on the internet that gives you that kind of a television advertising feel at a fraction of the cost. If you’re trying to go for the viral video brass ring, there’s no other place to be. YouTube video is easily shared across social networks where viral videos take off, and the YouTube servers (powered by Google) are the most robust platform in the world, easily serving up millions of videos a day. Finally, if you just want to create service videos, any YouTube video is easily embedded on your website or Facebook page or mobile app… just about anywhere you choose to engage your customers.

So while there may be practical reasons to host your video somewhere other than YouTube, the case for YouTube video is simply overwhelming. If your business is ready to start creating online video, get in touch with TeeFour Productions to find out how we can help you to realize your video marketing goals.

A popular marketing tool for authors and publishers is the book trailer video. There’s a wide variety of styles that can be found among book trailer videos, including dramatic scenes, author insides, and straight forward sales pitches. At TeeFour Productions, we use our editorial background to create videos that are useful to the viewer while conveying the sales message.

In his book Jab, Jab, Jab, Right Hook, author Gary Vaynerchuk lays out the strategy that we employ here. The idea is to give away as much useful information as you can, free of any obligation, to your audience. This allows you to do a number of things. First, it builds goodwill to the people who might be seeking your services. Second, it establishes you as an authority in your field. Finally, it helps you to gain trust in people that you may later be selling to.

The Book Trailer Video

In this video, author and speaker Frances Cole Jones is giving some valuable advice to job seekers. With the economy being what it has been for the last few years, this is a large target market. In order to help the audience feel more receptive to her message, she uses a friendly tone and gives real, practical advice for the job seeker.

The book trailer video opens with images of her books, which serves two purposes. First, it creates some brand awareness for her WOW Factor book and lecture series. Second, by showcasing the books that she’s written, it gives her a level of authority to speak about her subject area.

Book trailer video

Frances Cole Jones

We were able to set up a nice light and sound combination in a conference room to do the shoot. There was very little planning and scripting that went into the video, as Frances is an experienced public speaker and felt that the immediacy of an extemporaneous video would help to convey her energy level more than something scripted.

Of course, it becomes tiresome for the viewer to watch a “talking head” style video for too long. So TeeFour Productions mixed a graphics package that highlights her points with some simple camera changes to keep the video engaging. Mixed with some contemporary jazz music, it keeps the video moving along. The explicit sales pitch doesn’t come until the end, and it’s a soft sell that’s not likely to turn off the viewer.

This book trailer video is likely to be shared on blogs, LinkedIn and other social media sites with a business or personal development focus. Any business video can use the same strategy — give the viewer some useful information before going to the sales pitch. If you need to produce a book trailer video, or any informational video production, give TeeFour Productions a call to find out how we can help.