And Now for Something Completely Different

Green City Resources designed and installed this beautiful habitat garden on the roof of Macy’s Corporate Headquarters in Cincinnati.

Rose Seeger and I produced a video to help prospective gardeners learn about the five elements needed to grow your own certified wildlife habitat. The video is posted on Green City Resources’ Facebook page.

Macy's Corporate Headquarters Wildlife Habitat Garden

Watch the video: How to Build Your Own Wildlife Habitat

3 Examples of Videos for Small Business Marketing

Small businesses are particularly well suited to video marketing campaigns, as I wrote about in “How Videos Boost Your Small Business Marketing.” Usually, the founder or employees are personable characters, which result in compelling and memorable videos.

To give you inspiration, here are three marketing videos I produced for clients.

Small Business Marketing Video Example

Watch the video: What Happens if You Don’t Winterize Your Sprinkler System

In this video for TriState Water Works, the founder of the company provides a dramatic example of failing to winterize a sprinkler system.

Small Business Marketing Video Example

Watch the video: Make these 2 Easy and Amazing Treats for Your Dog

Marketing videos don’t always need to feature the founder. Often, customer-facing employees make excellent videos that customers really relate to. In Grady Veterinary Hospital’s video, a receptionist shares healthy recipes for dog treats.

Small Business Marketing Video Example

Watch the video: Don’t Let the Wealthy Widows Get Away!

Marti Barletta is a speaker, so she always looks for opportunities to have her keynotes filmed. In this way, we turn a one-time event into an ongoing marketing campaign. In this speech to financial advisors, she shares details about how to earn business from affluent widows.

These three video marketing examples are quite different, but they have something in common: they are each extremely relevant to the organization’s customer target. And because of that focus, they have been very successful elements of my clients’ small business marketing efforts.

Your Marketing Videos are Too Long

It’s true, your marketing videos are too long. Really, they are.

We know that attention spans are seemingly growing shorter. On the popular social network Vine, videos must be six seconds or less. But even in the stodgy world of network television, marketing videos (otherwise known at TV commercials) are limited to 30 seconds.

Fortunately, you can go longer than a Vine, and even a little longer than a TV commercial. Keep your marketing videos to 90 seconds or less. But only if you want people to watch them.

How to Keep Marketing Videos to Only 90 Seconds

Your Marketing Videos are Too LongYou have lots to say about your business, and it’s incredibly interesting to you. But your customers don’t care that much and only have a little bit of interest in your business. Even the Most Interesting Man in the World shot 30-second commercials (and he’s been retired).

Here’s how you keep marketing videos to 90 seconds:

  • Choose incredibly focused topics. Remember in high school or college, when you had to write research papers? When you chose an impossibly broad topic like the Civil War, your teacher made you choose one small facet to focus on. Don’t try to cover a topic that would require an entire documentary. Break it up into many, smaller videos.
  • Consider the one thing you want customers to remember from the video and shoot only that thing.
  • Watch a lot of marketing videos yourself to truly understand what is effective on film and what isn’t.
  • Don’t be afraid to shoot several takes to get the perfect phrasing and timing. Seconds really do matter in marketing videos.

Enjoy these tips and happy shooting!

How NOT to Use Video in Your Marketing

These days, video content is a powerful marketing tool. Each month, 45.4% of internet users view at least one video. Each day, 100 million internet users watch video content. And Video Brewery reports that 90% of one online retailer’s customers report that video helps them make purchase decisions.

But anything can be taken too far. Take, for instance, AT&T’s brand new campaign: the video bill.

How Not to Use Video in Your Marketing

A personalized video explanation of my bill? Are you kidding me? It’s ludicrous to expect customers to watch a video just to see how much they owe you. Consider: you can either watch this 4-minute video or glance at your statement. Which would you rather do?

This campaign is a case of AT&T’s content team becoming enamored of a new capability like personalized video and ignoring if implementing it makes strategic sense. A video bill is clearly not an effective marketing tool that customers will value.

Video needs to be used with purpose. If you can’t enhance your customer’s experience with video, it’s the wrong medium.

Now you know what NOT to do. Here are some tips for creating effective video marketing: How Videos Boost Your Small Business Marketing.

Extend Your Reach with Google Image and Video Ads

Most businesses know about Search Advertising with Google AdWords, and use the service fairly effectively to advertise to potential customers searching for products and services like theirs. Fewer take advantage of Google’s complementary Display Network, which promotes ads on websites whose readers match the demographics of your customers.

To see if your business is already advertising on the Display Network and to edit your target demographic settings, visit the Settings page for each campaign. You can see that Zoo in a Jungle Marketing’s campaign type is set to Search and Display Networks.

Google Display Network

Any text ads you’ve created will automatically be placed on the Display Network. To fully take advantage of advertising on the Display Network, businesses should create image and video ads as well.

Google Image Ads

To create Google image ads, use the display ad builder, which is accessed from your list of ads:

Creating a Google Image Ad

The ad builder allows you to create the text for your ads, upload images and choose colors.

Writing your Google Image Ad

It’s very important that your ad design is tweaked to fit all the different ad sizes offered by Google. Your average cost per click will be lower if your ads can display on any website in the Display Network. Most websites will only allow one or two of the ad sizes ti display on their pages.

Google Image Ads in all sizes

Google Video Ads

Google video ads can be displayed on Google’s partner websites or YouTube sponsored videos. Businesses can use any video you have already uploaded to YouTube (make sure you own the copyright to the videos). To create a Google video ad, choose the display ad builder:

Creating a Google Video Ad

Select Video in Media and Channels, then choose either TrueView In-display or TrueView in-search:

Choosing your video format

Next, you’ll have the opportunity to select a video from your YouTube Channel, write a description of the video, and your ad is complete:

Choose a video ad from your YouTube channel

I encourage businesses to experiment with the Display Network using image and video ads. You’ll extend your advertising reach, and clicks through the Display Network typically are less expensive than clicks from Search Advertising. Questions? Email me – amanda@zooinajungle.com