8 Ways to Avoid Common Video Marketing Mistakes

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Video marketing used to be an expensive and lengthy business, but with the advances in professional video production equipment, smartphone technology and the ease of use of platforms such YouTube, almost anyone can become a video marketer.  As a result, this has led to an astonishing 87 percent of online marketers currently using video content in their marketing according to Outbrain.

Faster, easier and cheaper does not always mean superior, but there are a few simple steps that you can take to ensure you create quality videos.According to Juan Rutz and Martin Borer of RutzRoberts Productions, the following represent eight common mistakes aspiring video marketers make and how to avoid them:

1. Excessive “hard selling”

When you apply the “hard sell” it is much like asking your first date to marry you.

Yes, there is a very remote possibility, but you more likely be successful building a relationship step by step. By creating teaser videos, you will intrigue potential clients, further sharing your content and inspiring a continued relationship.

2. Videos are not part of a campaign

You may only get one chance to make a first impression, and as a result, many companies tend to “overload” their costumer base with info and pandering about themselves. Pace your message and leave something to the imagination and curiosity without exhausting the rather short attention span of your viewer.

Juan and Martin say that campaigns are the way to go every single time. Rather than creating a single five-minute video, companies should focus on a multi-faceted approach to creating a two-minute video in concert with six 30-second segments still adding up to a total of five minutes. However, it multiplies and concentrates the intended purpose in what they call the “marinating effect.” More than ever the attention span of viewers have been condensed, hence the need to be short, informative, entertaining and to the point.

Make an emotional connection, inspire and leave them wanting for more.

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10 Ways to Bolster Your Brand’s Online Influence

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The focus for brands is to convince, or influence, as many purchase decisions to go in their favor. In the online environment, there is an extraordinary opportunity to reach out to the largest audience possible and influence what they buy whether it is a product or service.

However, there are thousands of brands out there doing the exact same thing, so the challenge is to become more influential than them. But the rules of the game have changed. No longer can you just use the old methods to attract your customer base. There are many new ways that I’ve been using to build my company to grow it from nothing to working with thousands of businesses in the last 14 months.

Here are 10 ways that you should be building your company online;

1. Leverage other influencers and brand advocates.

One of the most effective ways to grow your influence is to have influencers talk about you and share what you have to offer. This is the best, and most compelling, advertisement you will get because your audience admires and believes these influencers. As brand advocates, they promote what they like about your brand, focusing on the benefits they have personally realized.

You can opt to research and engage with influencers you believe will provide this assistance or you can partner with companies that specialize in connecting you with some of the top influencers online.

2. Be authentic.

While your target audience likes the convenience of online experiences, they want to be reassured that the brands they choose to interact with are being honest, caring, and meaningful with them.

This can be one of the most difficult tactics to achieve because of the physical distance and lack of face time. However, you can use videos and even customer testimonials to illustrate the emotion and enthusiasm you feel for what you are doing as a brand.

3. Deliver expertise.

The more you know and can share with your audience helps you rise to the top of the influencer ranking. This is why I blog on sites like Entrepreneur. It helps readers and with each post makes me more of an influencer.

More than ever, people are turning to online sources to find information that is accurate and can help them solve common issues as well as complex problems.

If you can get that advice, those tips, and specific information out through multiple channels and platforms to your target audience, you will influence their decisions.

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5 Commitments Effective Content Marketers Should Make in 2017

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The new year, 2017, is here. You’ve probably heard that there’s never been a better time to invest in content marketing, and the statistics don’t lie.

So I’m not going to try to convince you to invest in content marketing. Instead, I’m going to challenge you to adopt a few content-marketing resolutions to help make 2017 your most effective year yet.

1. ‘I will create only content with a purpose.’

We marketers have been so adamant that everyone invest in content marketing, that we’ve missed conveying a critical part of the message: The content we create serves a purpose.

Let me give an example: Suppose you read an article that says, “Publish one blog post a week as part of your content marketing strategy.” You do that, but you don’t publish with a purpose; you publish whatever you feel like writing about.

Now, imagine that one of your competitors is also publishing one post a week, but is using that content to support existing marketing campaigns, based on factors like target keywords, stages in the buying process or predetermined calls-to-action.

I bet you can guess who’s going to see better results.

Commit with me now. Don’t create another piece of content in 2017 unless you can definitely state why you’re publishing it and how you expect it to move your business closer to your marketing goals. Settle for nothing less than bad-ass content your followers will truly love.

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A New And Better Way To Buy, Sell, Or Collect Fine Watches

I’ll probably never buy a new car again. Why? Because I have a friend who runs a quality used car service, specializing in BMW, Audi and Mercedes. He locates specific vehicles for buyers at auction, checks them out at his full-service center, and delivers amazing savings with reliable quality. I’ve bought my last three vehicles from him, saved a lot of money and been very happy. Cars depreciate – by many thousands of dollars – the second you drive them off the lot, and unless you are ordering a rare or heavily customized model, there is little economic sense in buying new, even for higher end models. Other friends have used my dealer for Porsches and Range Rovers, and I’ve had acquaintances drive 250 miles to do business with an honest used car salesman. The main reason not to buy used is because you don’t feel comfortable in the quality, you don’t want some hidden damage or someone else’s problem, which is why in the past two decades the industry has shifted heavily towards much more reputable resale, through manufacturers’ own certified pre-owned programs, verification services like CarFax, and modernized, specialized retailers like CarMax.

It’s the same for watches, except most watches have never been smashed up in accidents. On the other hand, the used car market is not flooded with counterfeit fakes. Watches typically depreciate substantially when you take them out of the box (or store), but whether you wear it for a week or someone else does, it’s going to be the same watch – only a lot cheaper. If there was an efficient model for evaluating, certifying and transparently marketing used Longine watches, a company that could check out the inner workings, quality, verify authenticity and guarantee your purchase, all for a great deal, it would be a home run for watch buyers. That company now exists, and it is called Crown & Caliber. I have not used the service nor received anything from them, but I’ve been researching it and spoke to the owner and some watch loving friends, and I will almost certainly buy my next watch here.

But the thing is, unlike the used car business, where dealers are incentivized to buy as cheaply as possible, Crown & Caliber also offers a big win for those selling watches, especially regular individual owners. If you have a very rare watch or one with special provenance, maybe owned by Neil Armstrong and worn on the moon, an auction is still the best way to go. But if you have your father’s Patek Phillippe in a drawer and your style runs more Breitling, unloading the watch that is collecting dust is surprisingly tricky and costly.

Private equity firm manager Hamilton Powell bought a Rolex online and it turned out to be a fake. But the tipping point for him came when a friend sold a Patek Philippe to a local jewelry and watch dealer for $5,200, and the dealer turned around and flipped it for over $12,000. So three years ago he launched Crown & Caliber, because, as he told me, “He got screwed, and I’ve been there. The watch market is just like the car market was in the Seventies, it’s just starting to mature in terms of preowned. We’re doing what CarMax did, allowing people to shop confidently in the pre-owned market. The only good reason not to buy pre-owned has been because the industry was shaky.” The supply is certainly out there: Powell told another interviewer that he thinks there’s around $100 billion in Rolexes, Breitlings, and Omegas in people’s closets – in the U.S. alone. He saw a $7 billion annual luxury watch market in this country with no scientific or management effort applied to the aftermarket and decided to professionalize it.