NMP - February 2018 - 43

Is Your Marketing Plan
Giving Video the Real Estate
It Deserves?
By Ryan Kelly
o you want to
increase sales for
yourself or your
company? Are you
ready to take your
marketing to the
next level and reach more people
with your services?
If you answered "yes" to those
questions, consider adding video to
your marketing strategy.
According to Forbes, a third of all
the time people spend online is
dedicated to watching videos.
That's a lot of time, and it's a
number that's grown significantly
over the years! So instead of
reading an article, the majority of
people would rather watch a video
to consume the same information
(props to you for reading this
article)!
If you're still on the fence about
the importance of video, here are a
few more interesting facts:

D

l Mobile video consumption grows
by 100 percent every year
(Forbes)
l Fifty-five percent of people
watch videos online every day
(Forbes)
l Eighty-seven percent of online
marketers are currently using
video content in their digital
marketing strategies (Forbes)
l Globally, people watch one
billion hours of YouTube content
every day (Mashable)
As marketers, it's our goal to
influence an audience. How do we
influence an audience with our
brand? We go where they're going.
We communicate like they are
communicating. As marketers, we
cannot ignore the fact that video is
projected to claim more than 80
percent of all Web traffic by 2019
(Inc.). Video, whether it's live action
or animation, is absolutely essential
to your marketing strategy.
How do I get started in video
marketing?
Now that you know video is
important, what can you do to get
started and integrate it into your
marketing mix? Some businesses

take the DIY (Do It Yourself)
approach, while others outsource it
to professionals. Here are some
pros and cons for you to consider
when it comes to creating videos.
DIY Video-Pros:
l Cost-effective, depending on
your knowledge of video and
editing basics.
l You won't have to spend time
training a professional about the
ins and outs of your business.
DIY Video-Cons:
l Training yourself to do video
takes TIME (time=money).
l Acquiring equipment can be
extremely confusing, timeconsuming and expensive.
l Video production can distract
you from your primary job, and
that may not be the best for your
business.
l Your video could not turn out the
way you envisioned and
negatively impact your brand
perception.
Professional Video-Pros:
l Professional production
companies know the best
practices for making successful
videos.
l Having a professional brings a
fresh perspective, and may
provide a better way to view
things from a customer's eyes.
l They will handle the full project,
from start to finish-you keep
working your business.
Professional Video-Con:
l Cost
Ultimately, the decision to create
your own videos or have a
professional do it is up to you. If you
already have knowledge on creating
videos and have access to
equipment, then more power to you!
If you aren't as confident and don't
have equipment, it may be best to
just leave it to the professionals.
If you hire a production
company, what should you
look for?
When discussing your project with

a professional, they should
prioritize understanding what your
objectives are, and be willing and
eager to learn as much about your
company and the industry as
possible.
Look for a professional with a
proven track record creating quality
work. Most professionals will have
samples of past work on their Web
site, or will provide them upon your
request. If their samples match your
vision, then that's a good sign that
they may be the right fit.
If you want to be thorough in
your search, ask for reference
contact information, and see how
others' experiences were in working
with the professional. If they cannot
provide any contacts, that may be a
red flag.
If the professional seems
passionate and interested in
learning about your company and
industry, provides quality past
samples that match your vision, and
shares reference contact
information with you, then you're on
the right track to getting started.
What are some topics I can
cover in my videos?
When brainstorming topic ideas,
keep your audience in mind. What
is something that your audience will
want to know or learn about? The
last thing you want to do is invest
time and money in creating a video
that your target audience won't
watch.
We've got some suggestions!
l Why should a borrower use a
broker?
l Why should a borrower choose

to work with your company in
particular?
l New product and/or technology
offerings.
l Helpful tips for buying a home.
What best practices should I
follow when it comes to
distributing my video?
The first thing you want to do with
your nifty new video is make sure
it's uploaded to your own company
website. This will increase SEO
(Search Engine Optimization), which
basically means it will improve your
company's rank in Google's search
algorithm.
When posting it to Facebook and
Twitter, don't simply drop the video
link into the post box. Both
platforms allow you to upload the
video file directly. The benefit of
sharing it this way is that as people
are scrolling through their timelines,
the video will automatically start
playing, which will quickly grab their
attention. This keeps them from
having to be redirected to a
different site, like YouTube, to see
the video.
Lastly, send the video out in an
e-mail blast to your clients and
prospects, and direct them back to
your Web site.
We wish you the best of luck in
your video marketing efforts. Video
has established itself as a
communication method of choice
for today, so be sure to give it the
place it deserves in your marketing
plan. Feel free to reach out directly
if you have any questions or
comments about video marketing,
as we'd love to hear how it's
working for you.

Ryan Kelly, an award-winning marketing, branding and
communications professional, is Marketing &
Communications Manager at Plaza Home Loans. Over the
past eight years in the mortgage industry, he has managed
marketing and creative teams at both Norcom Mortgage and
now Plaza Home Mortgage. He may be reached by phone at
(858) 346-1208, ext. 1317 or e-mail
Ryan.Kelly@PlazaHomeMortgage.com.



Table of Contents for the Digital Edition of NMP - February 2018

Contents
NMP - February 2018 - Cover1
NMP - February 2018 - Cover2
NMP - February 2018 - 1
NMP - February 2018 - Contents
NMP - February 2018 - 3
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