The Executive - May/June 2016 - (Page 8)
in 4 Steps
f marketing has shown us anything in recent years it's
this: visual marketing is more important than ever. That's
why some platforms such as Instagram and Snapchat
have become so popular over the past couple of years. One
core area most associations tend to forget about when it comes
to their overall marketing strategy: video marketing. When
done properly, video marketing can really help you to spread
awareness and engage your followers. Here's how to get started in
1. Create one full-length professionally recorded video.
The first step for creating the ultimate video marketing
plan is to create the actual video! If you think you can just grab
out your smartphone and record on the fly, think again. Sure,
smartphones have made it much easier (and more cost efficient)
to record than ever before. However, the goal here is to create a
high-quality video that people will want to share. It pays to hire a
2. Upload the full length video onto YouTube.
Think of YouTube as the main "home" for your video. This is
where users will go to see the video in full-length in all of its glory.
Make sure both your YouTube account and the video are well
optimized. Your YouTube channel should have a properly sized
and engaging cover photo, search engine optimized descriptions,
and relevant social links. Similarly, be sure your video also
contains a search engine optimized description, keywordenriched tags, and relevant links to your website and social sites.
3. Use a software program to shorten your video.
Once you complete the full length version of your video,
it's time to create a shortened version. You can use a variety
of tools to shorten your video. Many marketers like to use
Windows Movie Maker since it's so easy to use. However,
another tool that may be even
easier to use is TubeChop, which
will allow you to shorten your
YouTube video simply by copying
and pasting your link and then
choosing which part you'd like
to feature. Ideally, you should
aim to shorten your video to just
15 seconds or less so that it can be
easily shared on other platforms
including Facebook, Vine and
Ca lSAE's T HE E XEC U T IV E - M A Y/ J U NE 2 0 1 6
to Awaken Your
ave you seen the newest installment in the Star
Wars saga: Episode VII "The Force Awakens?"
One of the major themes in the Star Wars films is
light versus dark, good versus evil. That same theme
often runs through organizations. Light brings forth freedom
and direction while darkness leads to restriction and a loss of
Here are three principles that can help your association to
live and move in the light while avoiding making camp in the
1. Well-prepared association leadership will sustain
your organization for the long-haul.
Get out of the mindset that this is Chairwoman Sue's year
or next year is Chairman Jack's year and they are to leave their
mark. The growth of your profession, society or industry does
not happen with drive-by one-year leadership.
4. Integrate your video with the rest of your
marketing plan and promote.
What do you do once both your full version and the
shortened version of your video is complete? Many marketers
make the mistake of just uploading it and letting it sit there.
Yes, you do want to upload it across social media, but that
shouldn't be ALL that you do. There are many ways to integrate
your video with the rest of your marketing plan. For example,
have you ever tried a Facebook Video Ad? Facebook is just the
beginning of how you can promote your video. Did you know
that you can also pin videos onto Pinterest? You can also
embed your video into your blog posts and promote them on
social media and through ads like you normally would. The
possibilities are endless!
Kimberly Erskine is a digital and social media marketer and guest
contributor to Social Fish, the biggest industry social media blog for
associations and nonprofits. To read more, visit www.socialfish.org.
Table of Contents for the Digital Edition of The Executive - May/June 2016
At a Glance Tech Tools: Create the Ultimate Video Marketing Plan in 4 Steps Blog Spot: Three Principles to Awaken Your Association Force Leadership by the Numbers: Safety & Security at Meetings
Calendar of Events
Selecting Edtech That Deepens Learning
How to Maintain High-Touch Relationships in High-Tech Times
Innovation, Technology and Change: The Future Is Here Now
How to Start or Grow Your Career Management Site
Advancing Associations: The Power of Past Presidents
Member Spotlight: Alan Wald
Index to Advertisers
The Executive - May/June 2016