Fusion Newsletter

Video Marketing:

3 Ways to Use Video Media To Increase Your Business


In today’s world of hard and fast information and entertainment, few forms of media captivate the attention of an audience quite like video. As such, an excellent way businesses can get closer to their target audience while also establishing greater brand familiarity and trust is through video content.

Specifically, there are three types or themes of video you can create to make your brand a little more personal and “human,” which makes it easier for your audience to relate to and like you. Because, let’s face it, big businesses and corporations can all too easily establish a culture of aloofness and distance from the individuals who support them.

Let’s take a look at the three video types you should create and post to further your business…

1. Film Video Testimonials of Your Clients

In the realm of marketing, businesses of every size and design have the luxury of tailoring their unique message and even their reputation. It’s for this reason that today’s audiences have shifted their attention to what other people have had to say about the quality of the products and services they have received from a business, rather than blindly trusting their marketing rhetoric.

In certain industries, especially the service industry, reviews and testimonials are considered key points of information for potential customers, which is why your business should leverage this media to promote your brand and online reputation. This will help you establish a more personal relationship with your audience.

In addition to asking happy customers or clients to sit down for a video interview, you should also encourage others to share their experiences with the world by uploading their own videos to Facebook, YouTube or other social media/sharing platforms. There is nothing more compelling than positive feedback from a customer/client who is clearly happy and enthusiastic about your business’ products and services. And the persuasive impact this has upon your audience’s trust and feelings of brand familiarity is incredibly valuable.

If a patron isn’t happy to appear on film, but has a story that is too good to waste, ask his or her permission to reenact it. Either way – whether the video is presented directly or not – each one must carve a story, from initial pain and problem through problem solving and finally, to the positive outcomes. You can also spice up your video testimonials with dialogue presented by the actual employees who were involved in the client’s story.

2. Tell Your Company’s Story

The biographies businesses post on their websites all too often resemble boring, stuffy résumés. Who wants to wade through all that text anyway? Internet users are FAR more likely to view your company’s biography if it’s in video format and this will bring them one step closer to viewing you empathetically, which is desirable as far as establishing a personal relationship with them is concerned.

Showcase the conception and birth of your company, as well as the development and sophistication of its brand, products, identity and services. Everyone loves a good success story, so really ramp up the story from humble beginnings to final successful enterprise. Your end goal is to establish yourself as truly unique in the eyes of your audience – through your unique story – and not just another business offering the same products as every other business in your industry.

Just remember, a company biography doesn’t have to be an epic saga – keep it short, sweet and professional and spend a little money to ensure its quality. Feature the leadership and employees of the company in the video too, as this will be key in establishing greater trust and familiarity with your audience.

3. Have Fun or Be Controversial: Make Viral Videos!

Having a video go viral isn’t something you can 100% control. Even if you do create a great video, it might not take off in the way you’d like it to, so in that respect it can be hit or miss. Having said that, it doesn’t mean you can’t give your video media a really good chance of being popular and achieving a great reach.

First and foremost, you’ve got to make use of a high traffic video platform, like YouTube, that also makes it super easy to share and embed videos on other social media sites or websites. The next step you must take is to do a little research into the kind of video content people love to view and share, especially as it relates to your industry.

As a general rule, feel-good videos with a happy ending, positive message or significant emotional climax get a lot of airplay, which explains why all those cute animal videos do so well. Humor is also an incredibly powerful tool to employ when constructing viral videos, so if you can create personalized content that’s funny, positive, touching or even controversial, you’re on the right track.

A Final Note

At the end of the day, the most important lesson any marketing team can learn is that people relate to people… not to brands. The only reason you might feel that you identify with, for example, your favorite airline or brand of jeans, is because you have had repeat positive associations with the people behind the brand (the funny/sexy/exciting advertisements, the friendly airhostesses, the positive testimonials, the great service). By creating branded video content for your business, you can have a much greater and more immediate impact upon your audience. Instead of being a monochrome poster on a wall, your business will become a colorful explosion of imagery that builds positive associations, trust and a voice.

Got $1,000 Handy?

Here’s How To Best Spend That Cash On Promoting Your Business


The more money you (smartly) inject into your marketing efforts, the better it’s likely to do. More dollars equal more diverse and quality media, greater reach, more sophisticated messaging and greater manpower. This is true, but what is also true is that you don’t need tens of thousands of dollars to launch a successful campaign. If you’re really smart about the way you spend your marketing budget, you can get your business on the map with a bang for only $1,000! This is great news for small and start-up businesses that want to establish a place for themselves in a bustling marketplace!

Here’s how…

Prioritize: It’s About Quality, not Quantity

With only $1,000 to play with, your focus must be on optimizing the outcome of every dollar spent, which means high-return activities only. Online marketing is the key area to start given the popularity of the Internet, the lack of geographical limitations, the negligible cost of usage and the ability of information to go viral.

Having said this, do not pressurize yourself into making use of every single social media/sharing site out there to promote your business, even if they are free. This is time consuming and will waste those precious dollars. Instead, only choose the sites where your best business prospects and target audience can be found or optimally reached.

Now, the first step on your journey to spending that $1,000 on a successful marketing campaign is research… and thankfully, it’s 100% free!

Step 1: Do Your Homework (Investment: $0)

It’s the first and most important step of any marketing strategy and it doesn’t have to cost you a cent! It’s through market research that you discover where your efforts and money can be most fruitfully spent, whether your budget is $100 or, like some of the major corporations, $10,000,000. Some of the parameters you should investigate include:

  • Who exactly is your target audience (age, gender, demographics, etc.)? Talk to your customers and clients to get a better understanding of who they are.
  • What past efforts have you made to market your business and which strategies, methods and investments paid off? Which ones didn’t?
  • What is your most successful competition doing? Clearly, you should be doing something similar, but tailored to reflect your unique brand.
  • Conduct a short survey to find out which social media and networking/sharing sites are most popular amongst your current clients and customers. This is how you can best reach them.

This research will provide you with a keener idea of where your money will be best and most effectively spent, including which social media platforms to target. Without this vital information, your marketing strategy is unlikely to succeed without further injection of money and other resources. Remember, this information is freely available: you just need to spend the time to gather it.

Step 2: Email Marketing (Investment: $300)

There may be hundreds of social media and networking sites out there, but email marketing remains one of the most successful forms of promotion and one that has the highest ROI. In 2014, marketing surveys showed that the revenue generated by email alone shot up by 28%, while 68% of businesses rated this marketing avenue as either “excellent” or “good.” As such, email marketing is a great place to start spending those precious dollars.

Gathering an email list is free: you can ask existing customers and clients to provide you with their details. However, this one-on-one interaction is unlikely to get you an extensive list very quickly. It also won’t help you distribute engaging email content that will expand your customer base and encourage them to buy your products and/or hire your services.

Currently, $300 will get you a one-year subscription with MailChimp, unless you have less than 2,000 email subscribers (and send less than 12,000 emails every month), in which case the services is free. What MailChimp essentially does is help you manage a large email database, send out huge volumes of emails simultaneously and design impactful promotional or informational emails about your business.

Through this routine form of contact with your audience, you can maintain a constant line of communication with them, notify them of special deals and discounts and essentially remain at the forefront of their memories so that, if ever they requite a product or service you provide, you’ll be their primary choice. Be sure to pay attention to which email marketing strategies work and don’t overdo email frequency or you’ll end up irritating your audience.

Step 3: Create Compelling Video Content (Investment: $500)

Video is, without a doubt, the most compelling and engaging form of media out there in the virtual ether. In fact, 44% of consumers say that when it comes to learning about a new product or service, they prefer to watch a video rather than leaf through catalogues and wade through specifications. Creating video can be a very expensive enterprise, depending on what kind of content you’re creating, but with a little out-the-box thinking, you can make viral videos that spread your brand name far and wide using only a handheld camcorder and a cheap editing software.

$500 will not only purchase you some basic recording equipment, but it’ll also get you a year’s plan with WeVideo. This program enables you to edit your video content, brand it, do nifty voice-overs and screen record. Learn how to use it to its full capacity and WeVideo can do all the jobs a complete in-house video recording team can do!

What should you record? Customer testimonials, funny stories (possibly reenacted), motivating and inspirational anecdotes, events and a company biography are just a few ideas. There’s no limit to the material you can generate, as long as you ensure a high standard of quality, professionalism and focus each and every video endeavor on building greater trust and familiarity with your target audience.

Step 4: Promoting Your Social Media Posts (Investment: $300)

You’ve done your research and so you should have a list of top social media and networking sites you’ll need to target in order to effectively reach your audience. Decide on the two very best of these sites and channel $200 into promoting your posts on them. This doesn’t mean you can forget about updating your other key social media sites – this you can keep doing, but do it for free.

One of the best tools for any online marketing campaign, seemingly regardless of industry, is Facebook, so get a business page up and running and start boosting and promoting your informational, promotional and video content on that. LinkedIn and Twitter are also exceptionally valuable business platforms, especially if you channel some money into boosting your content and reaching your desired audience. $200 might not seem like a lot of money, but through social media marketing, it will have a major impact on your visibility and will put your business and your message directly in front of your market’s eyes and ears.

A Final Note

Any business starting from scratch need an effective marketing campaign to constantly take their successes to new heights. And by following the various steps laid out in this newsletter, you really don’t need to spend a fortune in order to achieve that kind of success. Invest $1,000 smartly and pay very close attention to every failure, because there’s an invaluable lesson to be learned and never repeated. With a limited budget and email marketing, social media and video content, you can launch a marketing campaign that will get your business well on its way tosupercharged sales and your profits!

10 Things Successful Online Marketers Have In Common


Having all the sophisticated tools and know-how at your disposal is only one slice of the pie as far as being a successful online marketer is concerned. Equally as important, but far harder to attain without years of learning, experience and honing, are the following 10 inherent traits all successful marketing professionals would seem to have in common…

1. Puzzle Solving

The field of online marketing is truly vast with a grand suite of puzzle piecesthat all come together in a unique arrangement to create a winning marketing strategy. Every business requires a carefully tailored arrangement of all these components in order to achieve optimal success and so, a truly talented online marketer will have the unique ability to swiftly determine this arrangement through his or her puzzle-solving skills.

This is an incredibly important skill to have when you consider the number of categories that fall under the domain of online marketing: Search Engine Optimization (SEO), social media marketing, web design, Pay Per Click (PPC), video marketing, email campaigns, etc. And, additionally, that each of these categories in turn has seemingly innumerable sub-categories, for example, Search Engine Optimization is in itself a puzzle that can be disassembled into the following pieces:

  • Link-building,
  • User experience
  • Keyword research
  • Content creation
  • Website compliance
  • Social media integration, and
  • Technical compliance

A keen eye for puzzle solving is therefore very useful and a key trait of successful online marketers.

2. Patience

Online marketing is a long-term endeavor and one that typically yields great results over time when done correctly. It’s unfortunately for this reason that many marketers become disheartened and end up abandoning potentially winning strategies or campaigns too early – before they’ve had a proper chance to yield fruits. Patience is a key trait amongst successful marketers, who know that in the world in which they operate there is no such thing as a quick fix.

3. Eternal Students

The world of online marketing exists in a state of constant dynamism, with major search engines such as Google and Yahoo constantly changing their search algorithms to perfect the user experience, and with the plethora of social media sites ever updating, advancing and sophisticating. Being a successful online marketer therefore requires one to constantly learn, adapt and update his or her knowledge and – more than that – to be passionate about learning and remaining abreast of the most current strategies, algorithms and trends.

4. Trustworthiness

Web users have become wary of “used car salesmen” tacticsand will typically avoid businesses whose marketing efforts are over-the-top in presentation, crammed with keywords andoverly promotional to the point of being cheesy. Nowadays, there is an emphasis on online marketing to be informational, rather than promotional and for businesses to appear more like industry authorities than trumpet wielding clowns in their social media.

This is where trustworthiness comes in. A good online marketer knows how to generate trustworthy content and to appear trustworthy in a business’ online representation, from their social media to their website and every form of copy and content in between. Authenticity is key to establishing prosperous and long-lasting relationships with your target audience and successful online marketers will have this at the heart of their philosophies.

5. Competent Management Skills

It is virtually impossible for one individual – no matter how talented – to manage all aspects of a business’ online marketing campaigning. It’s not only an issue of time and manpower, but also that exceptionally few people have mastered all the skills that go into such an endeavor: writing, graphic design, web design, research, social media, communications, etc. And if they try to execute everything themselves, they will only succeed in failing to achieve optimal outcomes for that business.

As such, successful online marketers are typically highly skilled delegators and managers. They understand to what extent they should limit their involvement in the nitty gritty operations of marketing strategy and instead focus on delegating the various tasks to those most talented and qualified. Good management skills and the ability to monitor, motivate and inspire the team gathered around you are crucial assets.

6. An Investment of Heart

The end goal of any marketing campaign may be to generate greater web traffic, leads and conversions, but at the heart of it all – a trait of successful online marketing – is the desire to perfect the user experience. You cannot pay for organic web traffic; this is the result of quality and of web users wanting the experience your marketing efforts have to offer.

A great online marketer will strive to create a website and social media content that builds long-term relationships with users because it offers them something valuable that they can’t find elsewhere: trust, quality and consistency in both.

7. Communication

As with so many spheres of life, communication is critical. The most successful online marketers are not only extremely talented at communicating with their team, but also with clients. Being able to address people clearly, respectfully and professionally, to effectively manage expectations and to bring out the best in their performance, cooperation and understanding is a talent and skill that is so important in the industry.

8. Taking Action

You can know the marketing textbook from cover-to-cover, but unless you have the spark to ignite the fire, the entire operation will just fizzle out. Good online marketers know how and have the hutzpah to get things moving. They also have the consistency and long-term perspective necessary to maintain a healthy momentum; seeing projects through to their conclusion. If you prefer the planning stages of a campaign, but struggle to get things off the ground, you may be better suited to being a part of a team, rather than the leader of it.

9. Talented Story Telling

As we mentioned previously, web users are incredibly wary of being marketed to, and so the first sign of promotion tends to send them running in the opposite direction. An excellent way of bypassing all the garbage that so often clutters a web user’s online experience is to weave a good story: good stories cultivate emotion and an emotional investment is a surefire way to establish a relationship with the web user. Can you create a sweeping, engaging, funny and/or inspirational story that’s related to your business and brand? Better yet, can you effectively articulate and broadcast that story?

It’s keen story-telling skills that are getting more and more marketers ahead of the pack as far as getting under the skin of cynical consumers is concerned.

10. Focus

Given the nature of online marketing to require a consistent investment of time and resources and yet, yield long-term fruits, successful marketers need to be exceptionally focused. They always see the bigger picture as it relates to their daily operations with short, medium and long-term goals facilitating that focus.

Everyone is always on the hunt for shortcuts and for those simple strategies that yield massive success. Unfortunately, being seduced astray by “the next big thing” – which rarely is big or even a thing – almost always serves as an unproductive distraction. While the ability to adapt, evolve and be flexible is important to being a successful online marketer, steadfast goals and focus must be supplied in greater measure.

Contact Us!

If you have any questions about Fusion Media Marketing or would like us to become a member of your digital marketing team, please leave your details with us on our Contact Page and we’ll get back to you promptly.

We greatly look forward to becoming a part of your online marketing team!