Video: Marketing vs Branding 3
It's a lot of ways to approach this in a lot of different ways they really kind that comes down to what are you most comfortable editing with or if you don't want to end it all you can outsource it but I did edit sydney's video you recall yesterday she did some taping and we can live well to show the finished product right now not nothing too fancy but again we did in a bunch of little segments so all I had to do was kind of put the segments in order at a little bit of music underneath and here we go hi this is sidney craig heart of smart simple marketing and in the next two minutes I'm going to teach you how you can sell more of your products and services to small business owners as a small business marketing expert I've helped many fortune five hundred technology companies and the marketing professionals at these companies to generate more leads nurture more prospects and generate more sales of their company's products and services as a small business marketing experts have helped ma...
ny fortune five hundred companies and marketing professionals at these companies to generate more leads in order to their prospects in close, more sales and that's why I want to connect with you so that you can do the same and reach your company's internal and external sales goals one quick tip that will help you get started now is to incorporate webinars email newsletters and live events into your existing content marketing programs. These three marketing strategies are highly effective because they created a lot of engagement with your audience and allow them to really experience your brand and the benefit of your products and services versus you're just pushing at them the latest promotion or sale that you have a job. If you'd like to learn more about how to leverage these strategies in your internal marketing programs, enter your name and email address in the boxes on this page and I instantly saying you are white paper how to successfully sell to small business thanks for stopping by. I look forward to seeing you on the next page, so sydney did a great job with that, don't you think? And, uh, editing is really a matter of layering, so you could get his fancy as you want. We're gonna put graphics and things flying in and out, but but usually it's best to just keep it simple and keep the focus on you and your message. So yesterday we did some shooting and editing and uploading, and today we're gonna talk a lot more about marketing and branding and all the cool stuff that you could do with video to promote your business and there's a lot of confusion with the woods marketing and branding, and sometimes they used interchangeably sometimes is confusion about which is which are you a marketing person in your brain in person? So this is something that sort of been debated since the beginning of advertising and there's a couple ways to look at it I've heard it described that marketing is like push or pushing your message out there and branding is more like pull but you know, just when I thought I was out they pull me back in so branding is pull another way to look at it is that branding is strategic and marketing is tactical uh and I've also had some ad execs say I kind of like this one that you own your marketing but the consumer owns your branding that's kind of cool do you guys have any thoughts about marketing versus brandon? Have you ever given any thought to what's what? So to me, it seems like when I think of branding, I think it's almost like I literally think the horse tch for yeah, giving, branded and literally that's your that's who you are right where marketing is think of a market you gotta buy, right? I'm selling you excellent distinction. Anybody else wanna chime in on this? Marketing to me is more I mean, brandon's more what you stand far and then marketing is more about selling that which you stand for excellent, so you guys nailed because what I'd like to say is that marketing is what you do, but branding is what you are who you are, but it sounded better that way. So so based on that definition, when we apply it to video you khun develop your identity with video and you can define who you are and what you do through your videos and I always said the branding part has to come first because it's really the foundation of who you are and what you stand for like you guys said and you're videos have to reflect that so as you're developing your brand your video brand, keep these three things in mind who is your target market? What is the one big result you deliver for your target market and what makes you unique and memorable? Why should you be the one that they choose to do that? So who is your target market? A lot of people kind of gloss over this like I said yesterday oh my target markets all men or all women and you really have to nick it down and try and focus in on your target market who ideally is a client who you want to work with the one big result you deliver is that kind of ah ha or that result that you get for them, that problem that you solve for them and what makes you unique and memorable is why would they choose you over someone else. So yesterday in the chat, somebody had a question about I think there were of us a yoga instructor in that very crowded nit's, a very crowded market so you can focus that on maybe a yoga instructor that works with high pressure executives or maybe a yogurt instructed that delivers a specific result. You can focus on that or you just might be a yoga instructor that, you know, does yoga along with pets or something crazy that makes you unique and memorable so my pug can do downward facing dogs down, facing dog anytime, it's putting it down. So get again the point with video is that it's really a fantastic brand building tool? And I would argue that it's the single best tool to develop a strong brand identity it's, you know, it's personal it's, engaging it's kind of up close on a lot of that you can't do with, say, article writing or, you know, a block to some extent, but, you know, video really put you out there and get you right in front of your folks who you want to see, and it really helps you accelerate the know like and trust process, and we've talked about that a lot in the last couple days that no like and trust factor, because people want to buy from folks or brands they know like and trust so video it's immediate it's, impactful and it's just simply a stronger way to deliver your message so let's talk a bit about branding for video branding with video will definitely help you build your brand online obviously it's away to every video that you do is starting to build your brand it's a way to be more unique and memorable because there's only one you it really is an ideal way to stand out and be noticed online I think I mentioned earlier when I was doing those goofy lou two videos I walked into a conference and people actually recognized me from the video so you know there's a lot of people doing that, you know, talking about that but I was talking about it in a certain way with a certain attitude and feel s oh it's a great way to stand out in a crowded, competitive and noisy environment because people have a lot of stuff coming at them and videos of a way to really make yourself more distinctive. The other thing I'd like to emphasize about video branding is to not water yourself down a lot of people think that they have to be what generic when they're on video or they think that maybe they have to act a certain way and I say go the opposite way you know, like really own your goofiness right sue so and uh own your inner goofball and whatever it is you do you know feel free to amplify that and exaggerated even because on video you know you have to kind of play a little bit bigger so don't stay generic don't stay small don't want yourself down so I decided one of the way one of the things I had to do was I wanted to do a siri's of video tips about lighting and cameras and things like that but there are a lot of folks out there giving video tip some of the advice is better than others but again it's a crowded marketplace there's a lot of people doing the same thing, especially on youtube so I decided well, I think what I'll do is rather than give these tips as me lube or tone I'll create a goofy character and I'll let the character do the tips and maybe that way it will stand out a little bit more so I'll show you what what I came up with that ah ah hey folks director cecil b tomorrow in here with more video marketing tips remember you want to check your audio make sure folks could hear this isn't silent movies for god's sakes, so make sure your audio works when you're doing video check it, test it, make sure you can bake her okay, we'll see you next time with a quick tip remember if damonte could do video so can you wait temper's only like ten seconds and colleges, you know, packaging and fun, and yeah, so I like to say that the these videos or any videos you create, really of the building blocks of your brand. So when you're doing videos, think about what you can do as a siri's or what you could do as a group of videos that maybe you could put all together. Aunt, I want to ask some of you guys and we'll sort of workshop this a little bit, but when you see now is something like that for me, it works because it's goofy and I don't have to be myself on di did a whole series of those I probably should have done more, but, you know, it was just too I couldn't stop laughing at myself, so but think about how you khun do that for you and your band and how much you might be able to establish sort of a siri's off kind of a foothold on youtube. Does anybody have any thoughts on that? I told you I was going to put you on the spot this time, but let's start with, uh, well, you guys are raising your hands, we'll start with tony, I could totally do the crazy hypnotist thing, so let's like let's explore that just a little bit go to the chat as well but if you're going to do a video siri's like that and again I think you know we talked about before sometimes with hypnosis there's a misconception that it's all you know magic big distinction between the folks who do it for entertainment and the folks who do it for therapy so how much do you explore that I'm like doing it so I could play both roles right and I could be the character that does the crazy stage magic stump and maybe with like swirling pupils are something you know putting people into trances and making them quack like doc on then I could be the you know the person that explains the difference between how it works in therapy right which is you know clearly a lot more respectful on and you know there are things like stage hypnotists trained how to identify people in the audience that errol likely to be mohr exhibitionistic on dh therefore are happy to do things like like like ducks right where is that's not what would happen in a therapy situation I won't tell you to give me your credit card number think you could do a kind of expose of all the tricks that stage hypnotist use because people love knowing the magic behind magic and that could be a really fun siri's because you're basically you're making yourself distinctive it's saying I'm not this crazy hypnotist that's going to make you you know, walk upside down and do push ups so whatever, you know, and you could explain as your own character with the rial results of what you do are so on. And yet, you know, no, I'm not going to hypnotize you and, you know, like you say, give me your credit card number, so I think that would be a lot of fun you have the little what is that they used to have to start watching what I'm doing and, um, uh, pocket watch yet and let's ask soo the same question that maybe we'll go the chance anybody has. So I think that I am actually going to be talking to a girlfriend who owns a studio here for modeling eight by ten in san francisco, she does most the young kids, right? But she's thinking about going into the teen age group, which I would love to somehow connect with her on that, taking the pictures for them, right? And I've always loved health, and I've always believed that you are what you eat just from my own experience because I've laid in bed and ate skittles and donuts and slept unconscious and woke up in eight more and then been totally depressed. And I've been on wheat grass, you know, and sprouts and had energy beyond belief and jumped out the roof, you know? So I know the difference of how you feel and that's exactly what it is it isn't how you look, how do you feel? How much energy do you have? I mean, so anyway, so I've always wanted give tips on that just even like looking at magazines you walk into a store and magazines, they're just covered with the same thing every month have you lose ten pounds by master whatever it is right it's like it's so overdone it so simple is like you eat natural that's a good measure because your target market his team's exactly because I have a couple that they don't know mac and cheese is not a food group exactly exactly so I would like to do a tip siri's the suit tubes so you get anything from the chat that you want to live let's be honest with ourselves mac and cheese is not a food group it's the food like I should have clarified we have d j g who says picking a character is a fun idea I could totally be a tour guide because I used to be a tour guide I never thought of it as a character to help brand my service that's interesting looking at those things that you do outside of your work and possibly bringing them in as a way of brendan and you don't have to necessarily be goofy it could be a simple as you know look, I rocco my pug is goingto raise hell when I'm on doing a video when I'm doing a webinar so rather than it's like if you can't beat him, join him on making part of the video so rocco has become part of the brand he's in a lot of the videos it's like well so that's not necessary necessarily even being goofy it's just taking something from another part of your life and bringing it in to make your brand stronger so most people would rather watch rocco than me and when I go places they say how's rocco he's fine, what about may? So you know anybody else wanna chime in before we move on on a possible waited to do kind of a tip siri's or branding? Well, I was just going to say I am always talking about guzzling wine and really incorporating that video. I think hilarious make you more like a happy hour or like the boozy branding go alright really mean when the cameras off no, I think that would be fun to like make everything about just kind of like a happy or vibe, yeah that's a great idea and, you know, I want to know what we talked about enjoying it right? Like I'm just doing it off camera a little tape anyway. Happy hour. Happy hour, dre, right? Excellent. Anything else on the chat before I come back, we've got some folks are insurance my ideas with each other, but let's keep going, ok, great, yes. So so try and bring as much of your personality into it as you can. And one of the early I guess video podcasters was gary vaynerchuk and now he's, you know, relatively famous, but again, he was a guy who his family owned a liquor store and he was very passionate about wine and wine tasting, and he started a little serious called wine library tv and it was really low production. It was like a card table and a chock board and wine, and he'd talk about the different wines and, you know, he'd just be very much himself very enthusiastic, very much in new yorker, you know, dropped the f bomb now on them, but he's just like let it all hang out. And now he is a very highly paid exultant of aside from his surviving business and author of either two or three books, I think, but, you know, it all started, you know, with the folding chair on the card table doing wine tasting, so don't think that you can't do it so I want you to really think about these videos not as one offs but as part of a siri's or part of a bigger strategy because like we'd like to say videos of the building blocks of your brand and I want to show you a couple of quick examples of people who look sort of doing the video branding right and I'm going to take the same ones that we talked about yesterday the tonight show in a few others and for this example what I want to show you is the home page of their website and then the youtube page and see how the branding integrates and flows over in all of their platform so there's just the regular tonight show home page you know, kind of busy they got a lot of videos a lot going on but you know, this is the sort of funding center jimmy fallon tonight show banner by the way they should give me a writing job on the show because I keep promoting them so much so when you go to the youtube channel same exact banner remember yesterday we talked about customizing a youtube channel and everything on here even from the subtlety of the colors and the overlays ties back into the tonight show branding one of the other things that they do really well just as an aside is when they put their videos on youtube they put an overlay on it so this wasn't on the tv? This is just for youtube. So you khun see at a glance okay, this is billy crystal. This is dana carvey. This is barbara streisand, so they put that branding right on top of it and make it easy to find the videos that you want to find. You're pointing it out, like looking at the kind of banner up at the top is that I mean, the tonight show. So obviously the skyline is at night, when he took over, it was a big deal that he brought it back to new york. Yeah, so obviously it's, the new york skyline and it's iconic it's, very the friendly and so on. I like that they took the colors of that night skyline. I made that step into the branding, so it ties back in all of that together, and obviously, you know him being in new york city now is a part of the branding of the show it's in this set it's in their background, so you could see how, in their case, they've tied location into their brand as well on dh they do a very good job. I mean, they have had I don't think there are about one hundred fifty shows that they have done so far, and yet they have some close to a thousand videos, so they're slicing and dicing their content, and you can do this, too. If you have longer, webber knows slicing and dicing it and putting it into a little four or five minute clips. So that's the word of the day slice and dice, I'll show you a couple of things while we're on the fallon site here, just because it kind of ties into the branding as well, you notice again, they've got very short clips three minutes very descriptive title pierce brosnan's most awkward james bond filming moment I mean, that couldn't be much more descriptive, right yesterday we talked about the description in the youtube, and this goes back to brandon because there is showing their twitter account, their facebook account, other sites, so they're taking up a long space in this in this description, but it's really just a cut and paste. So if you have a nice long description with all your links, you can put the you know what it is jimmy chats with pierce brosnan and then the cutting paste branding, uh, as you can see on the right hand side, they've got their custom overlay is related videos so it's all there, um and they also use playlist very effectively to because they have bits that they do all the time, like thank you notes on friday so they have a whole playlist that's just thank you notes so that really does kind of tie all back to the branding of it even though it sort of nuts and bolts it's all brand building and we also looked at movie folio and movie tv yesterday. This is her main home page and website she's very fun and vivacious and outgoing, you know, her websites very bright and on her youtube page it's not exactly the same, but you've still got the same kind of fun, vivacious, silly you'll notice she's got her, you know, because I'm a subscriber, I see what two watch next rather than the trailer that would typically be on there the channel trailer and she also takes a page out of the tonight show playbook and puts the text overlays over the thumbnail, which is really helpful and as you can see, she doesn't worry too much about oh my gosh, I'm going to cover up the picture that doesn't matter, you know, it's her and then you know what to watch because she has so many videos because all of the titles right there in them she also does something that a viewer asked about yesterday she does do the close captioning as you see with the little see see there, um and you can see that here on the next slide this is the closed captioning one of the viewers at home had been talking about that when we talked about youtube but she's got her clothes captions and obviously she goes in and has somebody make sure that the text is correct because youtube is notorious for kind of messing up here and while we're on the subject as faras branding again very sophisticated new york lovely background nice and clean she's using the rule of thirds that we talked about yesterday she's on the left of the screen so she can pop up graphics on the right if need be she has a very long description just like that that show following a theme here so they do a really good job and obviously she's got you know, professional folks who do that for her but they do a really good job with it. Tony has a question lou that background on don't know if you know this is that actually her home or is she on a green screen with that? You know there's something that I've studied for hours teo I believe it's your home because this would be really, really hard to cheon green screen like little hair things is in the crew can correct me if I'm wrong but but I'm pretty sure that's the real deal so so does she use closed captions on all over the news all the way through yes just so that but for people who can't hear you impaired or if you're watching at work and maybe you can't put the sound up and you not supposed to be watching with polio videos at work, so and that's a default setting that, like the viewer, can choose to turn off. Yeah, so you can set it to be on by default, but yeah, on youtube. But then turn it off if you as a viewer, but then they choose different languages, I believe they can, but I don't know this is, you know, I mean youtube's available in sixty one languages. I don't know if they offer all sixty one on on close captioning, but I don't see why they wouldn't. So you didn't have closed captioning and someone was watching and wanted clothes captaining, they could press a button, and actually it would come up close, captain. Yeah, but I think it would be the youtube version of that which may not be completely accurate. I think marie goes to the trouble of correcting it, cleaning it up.