Category: Blog

In today’s dynamic and fiercely competitive business landscape, crafting a strong communications agenda is the cornerstone of securing your fair share of attention, wielding influence, and achieving success. Whether your company is a startup or a well-established corporation, you merit having your voice heard and recognized for your contributions.

It’s a complex process dependent upon lots of variables. So where to begin? The answer lies in adopting an approach that steers your endeavors with meaningful purpose. That’s where the Four Pillars of PR Success come into play.

Let’s dive into these pillars:

Step 1: Crafting Your Communications Agenda – Strategically Mapping Out the Path

Embarking on a successful journey begins with a well-defined communications agenda. This crucial initial phase involves articulating your aspirations, target audience, and desired outcomes with clarity. Moreover, it necessitates assessing the market landscape, delving into the driving factors within your chosen domain. While doing so, don’t overlook key issues that can amplify your cause’s significance. Recognize the influential power of opinion and influencer groups, as they can push companies above the status quo. Integrating all these facets cohesively shapes your communications agenda, which forms the backbone of your message platform.

Step 2: The Power of Compelling Storytelling – Message Segmentation

The art of storytelling is the heartbeat of effective communication. Narratives that resonate with your audience on a personal level create a lasting connection, magnifying the impact of your message.

From your origin story to technology, application impact, and corporate vision, every story possesses its own distinctive narrative.  These stories appeal to different media outlets and different segments of your audience. When you tell these stories in a way that grabs people’s attention, you start a conversation. This conversation grows as more people get interested and share the stories. Eventually, the result is a cumulative impact story – where many discrete, individual stories come together over time to create a company image.

Step 3: Nurturing Media Relationships – Establishing Trust

Similar to how companies create distribution channels for their products, our goal is to forge a media channel for stories. This channel encompasses numerous outlets, each featuring distinct sections and overseen by different contacts. Our task involves nurturing and presenting news, ideas, and views to these contacts.

To maintain this channel’s effectiveness, a steady stream of well-packaged information is essential. Moreover, having access to thought leaders and experts is crucial. As you cultivate genuine connections with editors, reporters, and writers, you cultivate trust. This trust, in turn, opens doors to their audience, allowing your message to be published and received with the added cache of the publication brand.

Step 4: Gaining Support and Endorsements – Harnessing the Strength of Allies

The influence of third-party support holds immense significance, underscoring the need to incorporate influencer elements into your PR strategy. These allies can include industry analysts, partners, and customers—individuals and groups situated outside your organization. Their voices and recognition can carry considerable weight, pointing to the value and merit of your efforts. By engaging with these external stakeholders, you tap into a wellspring of authority and trustworthiness that can substantiate your narrative. This not only adds depth to your message but also reinforces your position as a credible player in your field.

These relationships are then leveraged by using them as media references, quoting them in blogs, news releases or other materials,  conducting webinars, joint speaking sessions and more.

Among these allies, customers are the MVPs. They’re the most powerful supporters because they can vouch for the value of your product or service. Sharing stories of how your offering has helped them, having them speak about their experiences, or even using their quotes in various materials are ways to showcase their support.

As they say, we are often judged by the company we keep – thus your circle of supporters becomes part of your brand’s identity.

Lasting Influence Can be Yours

The Four Pillars of PR Success offer a guiding light, ensuring that your company not only grabs its rightful share of the limelight but also wields influence effectively. Remember, in a world of constant change, mastering these pillars will keep your PR endeavors resilient and impactful.

If a tree falls in the forest, but there’s no one around to hear it, did it make a sound?

We’ve all heard this old adage at least once or twice, but it definitely bears repeating when it comes to technology product launches. At this very moment, your product team could be hard at work, creating a unique new solution that the world needs to know about. But then what?

Successful product launches don’t just happen overnight – to make a big splash takes careful planning, coordination and buy-in from key constituents. And here’s the thing: you only get one chance to make a good first impression. It doesn’t matter how great a product it is … if no one knows about it, your hopes and dreams of changing the world for the better are dead in the water. PR plays a pivotal role in the launch process – and can mean the difference between success and failure. Read on for 10 steps for a perfect product takeoff.

Planning and Logistics

Step 1 – Time to Plan

As with many things in life, developing a plan ahead of time is paramount to a successful product launch. The PR team should have their own plan including all comms activities and required materials. Then delineate who is responsible for what. Who is the spokesperson? Does that person need media training or message points? These are all factors to take into consideration during the planning process.

Step 2 – The Timeline

Creating a timeline will help alleviate surprises and make sure that all team members know their role and when various elements need to occur. If you have a target launch date in mind, work backwards to make sure there’s enough time to get everything done. Create a calendar or spreadsheet with the key dates and components, then stick to it.

Step 3 – Do Not Be an Island

As part of the plan and timeline development, it’s imperative to coordinate elements of the plan with key members of the team – from product management to sales and marketing. To mitigate mishaps, everyone must be on the same page. Continuous communication is critical.

Step 4 – Media & Analyst Intelligence

Media, industry analysts and other influencers play a substantial role in spreading the word about new products. It’s up to the PR team to do their due diligence ahead of time to determine the right targets. This generally consists of topic and competitor research to ensure that no one important is overlooked.

Implementation

Step 5 – Media & Analyst Relations

Once the targets have been identified, it’s time to go after them! If you’re offering embargos or advance briefings, identify your top-tier contacts then reach out with a teaser about the product to solicit interest. And once the embargo is lifted, reach out to the wider list of contacts to let them know about the product and why they should care.

Step 6 – News Release

The news release is an important tool in product launches. This is your chance to tell the world about the new solution in your own words and to help journalists know how to frame their stories. Think of it as the ultimate source document.

Step 7 – Supporting Collateral

There are often several pieces of supporting collateral to accompany the news release. If your product is technical, there could be a product spec sheet/brief, a solution brief, a feature brief and, in the case of more consumer-facing products, a quick-start guide or instruction booklet. Each of these pieces need to be crafted in advance of the launch and looked at in totality to make sure there are common themes and that message points don’t contradict each other. These documents assist journalists in extracting the drill-down speeds and feeds that are typically not included in a news release.

Step 8 – Multi-Media Assets

Nothing paints a picture better than visual assets, which can tell the story without (many) written words. If your product is something that lends itself to a photo (a gadget, chip or hardware appliance, for example) then physical product shots are a must. If your product is software, then screenshots of the interface can also serve in this role. But don’t limit yourself to these! Lifestyle or application shots can be a great supplement to product shots, as can charts or graphs of the product’s performance. Videos can be very powerful, as can infographics. It’s up to the team to decide how to tell the story visually and to allocate the resources to get these assets created in time for the launch.

Step 9 – Online Press Kit

Many of us remember the days when press kits were of the hard copy variety – but just because hard copy press kits are passe doesn’t mean that press kits should go by the wayside. Simply make the press kit digital and share the link with media and analysts for them to use at will. News releases, collateral, multi-media assets, backgrounders, quote sheets, etc. can all go into an online press kit.

Step 10 – Promotion

After you’ve gone through each of the above steps, now it’s time for the fun part … promotion! This can take a number of forms … social media, newsletters, e-mail blasts to partners and customers, banners on the company website, and so on. Got a great review or article about the new product? Share it! Secured an awesome testimonial from a beta user? Tell the world! This is your chance to leverage all of your hard work and present it in an interesting way. The more third-party endorsement you have, the better.

That’s a Wrap

Product launches don’t have to be a daunting task. With the right amount of research, planning and execution, they can actually be quite fun. Got a product launch on the horizon and not sure how to get started? Reach out to us and we’ll get you on your way to making a splash.

We’ve all been there – scrolling through our social feeds and a well-known celebrity, or industry spokesperson, stops us in our scrolling tracks to explain how our lives will be better with this one tool or gadget. I’m the first to admit that I’ve been a victim of really great salesmanship by industry influencers that I follow and respect – and for the most part it’s worked out.

Why is it that influencers are so convincing? Influencers have worked hard to grow their following and build trust and credibility with their audience. They tend to do so by being authentic, consistent and transparent. That transparency is crucial as it helps them to maintain trust with their highly engaged follower base. It’s true that many associate influencers with consumer brands but the power of these trusted and relied upon experts extends to B2B as well.

To Engage or Not to Engage

It’s been a while since we’ve all graced that hallowed ground of consumer technology – the Las Vegas Convention Center show floor – and it’s safe to say that the hustle and bustle that define the most influential tech event in the world has definitely been missed. Well – welcome back! This year’s show will be held in-person, with a digital event running in parallel. Are you ready for it?

It’s time to dust off that marketing mojo, and we’re just the team to help you do it. You need an exceptional PR and marketing partner to guide you through CES^®, and Lages has been there and done that – over and over again. We have a full spectrum of tech experience working alongside everyone from startups to billion-dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for.

Whether your CES 2022 experience will be in-person or online, there are just 72 days (and counting) to prepare.  As they say – there’s no time like the present.

Here are some of the keys to CES success:

First things first. What do you need help with at CES – how are you going to start building a buzz? Here’s a list to help you start brainstorming:

• Product Launches
• News Announcements
• Messaging
• Social Content
• Pre-show Promotion
• Awards
• Media/Analyst Appointments
• Show Coverage
• Insider Suite Demos
• Influencer relations
• Campaign themes

No matter what program components you select above – they need to be compelling and resonate with your intended audience. We want CES buzz to grow into coverage and meaningful relationships with media and analysts. Think Forbes, Gartner, CNET, Anandtech, Digital Trends, Tom’s Hardware, TweakTown, TechTarget, IDC, all of your high visibility vertical outlets and more. It’s critical to get in touch with media and analysts well before the show and also beat holiday vacations/shut downs.

Get a move on in November:

• Time is of the essence: Ideally, messaging and assets (photos, videos, collateral, etc.) should be completed before the Thanksgiving holiday. This will allow you to finalize your show strategy, begin outreach to media, draft your news release and package materials that tell your story.
• Media outreach should start this month – And the earlier the better. It’s best to pulse media and analysts from your customized database and find out who is attending and get on their radar. Keep an eye out for the CES pre-registered press list as well – to identify contacts that are relevant to your market, product, etc.
• Do you have a show floor presence? Not every company does – and not every company needs one. Consider affordable media events such as Digital Experience and ShowStoppers instead. These events are media receptions that enable exhibiting companies to directly meet with more than hundreds of pre-qualified journalists, analysts and key industry influencers.
• Are you participating in the digital event?  If so, you’ve got your line-up of assets that need to be created and ready for prime time.
• Have you decided on your premium items or giveaways? (i.e., bouncy balls, notepads, bags) – You’ll need these in hand before the show, so make sure you have enough time to order them.

December is crunch time:

• By now, your news release should be finalized – and you’re deciding on a date during the week of CES to issue it over the wire. This is also an ideal time to offer up advance copies of your news release, so that media can plan their stories. It’s also key to offer an online press kit – we recommend a Dropbox – with the news release, photos, videos, fact sheets, FAQs, etc.
• It’s time to get on media and analyst’s calendars. Outreach began in November, but now it’s critical to get on their schedules and book appointments. Make it easy for them to know where you are – give the building/hotel you’re in, the hall location and booth number. If you’re at a media event, expect media and analysts to stop-by your table (after all, your outreach let them know where to find you).
• Finalize your schedule! It’s time to gather all the media and analysts that expressed interest in one place. A meeting schedule compiling day-by-day booth appointments, stop-bys, interview locations, and other details are helpful to keep your spokesperson(s) on schedule and in the loop. For appointments, creating background documents that include relevant details, recent articles, analyst reports, and more can make all the difference in building a good relationship face-to-face at the show. It’s best to review this for each media or analyst prior to your meetings.

January – here we go!

It’s time to make a splash! You’re welcoming the New Year and CES: The show is January 5 – 8, 2022.

• Your news release is crossing the week of CES – and it’s critical to follow-up with all of the media and analysts who expressed an interest in your news. It’s best to send over a brief note with the link to the news release – and if they’ve booked an appointment, reiterate the meeting details (date, location, time), give your cell phone number just in case they need to connect, are running late, etc.
• Messaging is key: For those staffing your media event table, hotel suite or show floor booth – run through key messages, master your elevator pitch, review materials, and don’t forget to snag contact information for those you interact with (especially media and analysts).
• Post-event outreach is a must. CES is massive, so if someone misses an appointment – that’s okay. You got them on the hook and sent them your online press kit, so after the show is over – it’s prime time for post-event follow-up. That also goes for those you met with during CES. Following up with a thank you, items they asked for during an interview, and/or checking in to connect later that month are tactful ways to close the loop on these interactions.

Take a deep breath. Relax. You’ve got this – and help is just an email away. Send us a message to learn more about how we can assist: beverly@lages.com.

Virtual trade shows have become a cornerstone of life during COVID-19.

Even with hopeful signs beginning to emerge, the public health crisis continues to shape enterprise strategy. Most organizers have come to the conclusion that the 2021 convention season will remain virtual. As virtual events gain traction, they will no doubt stay a part of the business world for years to come.

Virtual and face-to-face trade shows have the same purpose, but they are very different.

It’s the difference between analog and digital. Analog is a glossy brochure, digital is a fully interactive website. We learned early on that simply turning our company brochure into a website was a missed opportunity: The potential for a richer, more customer-focused experience was being lost.

Today, no one designs a website this way. The medium’s merits are recognized and used.

When it comes to virtual trade shows, we need to be just as diligent in recognizing that this is a leap into the digital world – with all that entails. Simply templating our analog strategy will limit the potential that can be reached.

It was not that long ago when virtual events were considered a pale imitation of the “real thing.” Now, they are taking center stage.

Let’s review five of the most effective ways to leverage virtual trade shows:

1. Familiarize Yourself with the Technology

Nearly all of us have gotten a crash course in videoconferencing over the last year. That said, you shouldn’t assume the event management platform is one you’ll be familiar with. Take time to learn about its key features and check compatibility with your hardware.

2. Make Networking a Top Priority

Networking is the core of any trade show. To make the most of it, it’s crucial to be sure you fully understand the event’s networking options. Most events have pre-scheduled blocks of networking time you’ll want to attend. Eliminate any distractions, like phone or email notifications, so you can focus completely during this time.

3. Pre-Book Video Calls with Qualified Decision-Makers

A show’s attendee list provides you with an easy way to identify promising leads and make contact. Schedule one-on-one time whenever possible, but be mindful of the show’s other events. Leverage your social media to promote your meeting sign-up link – this gives the right contacts the opportunity to find you.

4. Choose Your Event Attendees Strategically

Relevant product and persona insights pave the way for your representatives to build relationships. When you choose your team, select those who know your target audience well and easily engage with prospects. Make sure those social skills have made the digital leap! Charisma doesn’t always translate over webcam.

5. Empower Your Team with Quality Content

Content gives your contacts a lasting reason to explore what you have to offer and connect with you outside of an event. Your reps should be ready with content that aligns with your top buyer personas and use cases – from e-books to case studies and spec sheets. Then, be ready to follow up when the event closes.

Have you tried virtual events? We’d love to hear your feedback – was it a positive experience? Did you get a decent ROI? Would you do it again? As tech marketers, you’re writing the new playbook for how to take trade shows into our digital world.  So go ahead, own it and make it yours!

Here we are, nearing five months into self-quarantine, and my apartment has never felt so small!

Living and working in the one-bedroom apartment that I share with my partner, Brian, and our two cats, Rosie and Milo, has definitely meant making some adjustments. Now more than ever, defining a work/life balance is key. Keeping focused work hours, minimizing distractions, and constant communication with the Lages team are all factors that have kept me on track and sane during this time.

The Adventure Begins

We all love getting positive media coverage. It gives us a credible ‘thumbs-up’ and gets the word out about what we have to offer and how we make life better for our target audience.

But today, the breadth of publications has lessened as the publishing world continues to be transformed by the digital revolution. So – how do you get your message out when you can’t get as much traction in earned media as you would like?

Simple: Pay to play.

Sponsored editorial content looks like earned media from a journalist, but has the distinct advantage of being controllable. Yep, you control the story and your message comes out exactly the way you want it.

Sponsored Media – the Backstory

Sponsored media is a growing and thriving category that merits a role in PR and marketing programs. Of course, earned media is the gold standard for any PR program, but sponsored media can round out the program and fill gaps with controlled messaging and timing.

A spinoff of advertorials, which are special paid articles inserted with care into traditional media publications, including everything from Bloomberg Businessweek to trades such as Electronic Design. These publications label the articles as advertorials or brand content and typically present them in a different layout so they are not mistaken as earned media. The goal is to protect the integrity of the publication and provide transparency while allowing the sponsor to get their message out to readers.

Fast forward to today, and we see a new breed of communication: sponsored media properties. In stark contrast to advertorials, sponsored media makes no apologies for the pay-to-play business model and operates as a vehicle to level the playing field – giving companies of all sizes and stature a platform to tell their story.

Fuel for your Content Marketing Engine

As with all media, some are better than others, but there is no denying the value that sponsored media properties offer. The top echelon has reach strategies built into to their offerings to ensure your article gets exposed to key audiences. Others simply provide a platform that appears to be editorial, but the heavy lifting of pushing out your article to target audiences is on your plate. That’s not all bad when you consider most companies have a content marketing machine that’s focused on nurturing prospects and leads with valuable content.

But how do you find these new mavericks of the media trade? Well, that is a bit tricky. Today most of these media properties reach out directly to companies that come into their view through news releases and other means. Here at Lages, we’ve taken on the task to capture these media properties and have compiled a list.

So why not take a test drive?  Remember, you’re in the driver’s seat when it comes to sponsored media!

No doubt these are unusual times. My natural life rhythm has been hijacked by a pandemic.

While I cannot ignore the enormity of this crisis and can’t help but be saddened by the toll it is taking, I have come to appreciate some of the good things that come from everyone being in the same boat.

Getting to Know You

I love getting to know our team and clients on a deeper level, and nothing helps that along better than everyone working from home. Somehow, all of the formalities of the business world seem to melt away. There was the day I was having a one-to-one Zoom video meeting with the president of one of our clients. While discussing some of the pressing items at hand, I had to pause and giggle as a cat tail appeared before his face. Ha! Yes, he has cats and the cats love him. Then there are the shared stories about family, pets and their habits, the apologies for children – singing, barging in, photo bombing Zoom, and always asking about food. There is the chiming of a grandfather clock, the consistent …hello, are you there as we sync up our voice connection, barking dogs, beeping devices, and all those things that shout ‘we are in a new normal!’

I do love our Monday team meetings. We all Zoom together and I get a kick out of seeing all of us stacked up on the monitor just like opening scene from the Brady Bunch! We are family…that is for sure!

Pivot – Time to go WFH

While working at home remotely is nothing new for me, I have relied upon my brick and mortar team to be my rock. Now, we are all in the same boat and learning to swim with the challenges of a totally online world. I am completely in awe of our team… they have made the remote adjustment with little trepidation. Our awesome IT consultant made sure we didn’t skip a beat. You just never completely know how good everyone is until the unknown happens.

Let’s Dance

Well – we are 30 plus days into our new virtual reality and all is well. I am grateful for my team, our clients, our supporters, our families and our good fortune to be well. Let’s see… I think I’ve got this. I can dance in the rain!

On the list of things that have the potential to frighten, CES – the biggest consumer tech tradeshow of the year – can rank right up there with the latest episode of American Horror Story for those of us in tech circles.

If the mere thought of Las Vegas in January makes your heart race and palms sweat, we’re here to put your fears to rest. You need an exceptional PR and marketing partner to guide you through CES, and we’re it. #TeamLages has been there and done that – over and over again. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for.

You have 82 days (and counting) to prepare – let’s get started, shall we?

Here is the recipe for CES success:

First things first. What do you need help with at CES – how are you going to start building a buzz? Here’s a list to help you start brainstorming.

• Product Launches
• News Announcements
• Messaging
• Social Content
• Pre-show Promotion
• Awards
• Media/Analyst Appointments
• Show Coverage
• Insider Suite Demos
• Influencer relations
• Campaign themes

No matter what program components you select above – they need to be compelling and resonate with your intended audience. We want CES buzz to grow into coverage and meaningful relationships with media and analysts. Think CNET, Gartner, The Wall Street Journal, Frost & Sullivan, Anandtech, TWICE, Tom’s Hardware, Forrester, Digital Trends, and more – it’s critical to get in touch with media and analysts well before the show and also beat holiday vacations/shut downs.

Get a Move on in November:

• Time is of the essence: Ideally, messaging and assets (photos, videos, collateral, etc) should be completed before the Thanksgiving holiday. This will allow you to finalize your show strategy, begin outreach to media, draft your news release and package materials that tell your story.
• Media outreach should start this month – the earlier the better. It’s best to pulse media and analysts from your customized database and find out who is attending and get on their radar. Keep an eye out for the CES pre-registered press list as well – to identify contacts that are relevant to your market, product, etc.
• Do you have a show floor presence? Not every company does – and not every company needs one. Consider affordable media events (approximately $6-12K) such as Digital Experience and ShowStoppers instead. These events are media receptions that enable exhibiting companies to directly meet with more than hundreds of pre-qualified journalists, analysts and key industry influencers.
• Are you interested in awards? Many have deadlines from now until early December – i.e. CES Last Gadget Standing, CE Pro’s CTA Mark of Excellence Awards, Women in Consumer Technology Legacy Awards, etc.
• On-stage or live interview opportunities are also booking this month. If you’re interested in presenting your product, it’s time to pitch these and try to secure an interview spot – i.e. CESTV, TWiT.TV, Tech Talk with Craig Peterson, etc.
• Have you decided on your premium items or giveaways? (i.e. bouncy balls, notepads, bags) – You’ll need these in hand before the show, so make sure you have enough time to order them.

December is crunch time:

• By now, your news release should be finalized – and you’re deciding on a date during the week of CES to issue it over the wire. This is also an ideal time to offer up advance copies of your news release, so that media can plan their stories. It’s also key to offer an online press kit – we recommend a Dropbox – with the news release, photos, videos, fact sheets, FAQs, etc.
• It’s time to get on media and analyst’s calendars. Outreach began in November, but now it’s critical to get on their schedules and book appointments. Make it easy for them to know where you are – give the building/hotel you’re in, the hall location and booth number. If you’re at a media event, expect media and analysts to stop-by your table (after all, your outreach let them know where to find you). You’re on their radar, and both ShowStoppers and Digital Experience provide ample time for them to swing by to learn more.
• Finalize your schedule! It’s time to gather all the media and analysts that expressed interest in one place. A meeting schedule compiling day-by-day booth appointments, stop-bys, interview locations, etc. is helpful to keep your spokesperson(s) on schedule and in the loop. For appointments, creating background documents that include relevant details, recent articles, analyst reports, etc. can make all the difference in building a good relationship face-to-face at the show. It’s best to review this for each media or analyst prior to your meetings.

January – here we go!

It’s time to make a splash! You’re welcoming the New Year and CES: The show is January 7 – 10, 2020.

• Your news release is crossing the week of CES – and it’s critical to follow-up with all of the media and analysts who expressed an interest in your news. It’s best to send over a brief note with the link to the news release – and if they’ve booked an appointment, reiterate the meeting details (date, location, time), give your cell phone number just in case they need to connect, are running late, etc.
• Messaging is key: For those staffing your media event table, hotel suite or show floor booth – run through key messages, master your elevator pitch, review materials, and don’t forget to snag contact information for those you interact with (especially media and analysts).
• Post-event outreach is a must. CES is massive, so if someone misses an appointment – that’s okay. You got them on the hook and sent them your online press kit, so after the show is over – it’s prime time for post-event follow-up. That also goes for those you met with during CES. Following up with a thank you, items they asked for during an interview, and/or checking in to connect later that month are tactful ways to close the loop on these interactions.

Take a deep breath. Relax. You’ve got this – and help is just an email away. Send us a message to learn more about how we can assist: beverly@lages.com.

My son is an aspiring baseball player. If you’re familiar with the game of baseball you know it’s a very cerebral game. In the batter’s box every movement must come together perfectly – from the way the bat is held, to the twist of the wrist as the swing is moving through, to the precise movement of the hips and legs to get power in the swing. The baseball swing is a symphony of movement that crescendos precisely as the ball meets the bat. But this is just one aspect of a very difficult game.

How do these young players gain an edge? Of course, lots of practice and money tossed at batting, fielding, pitching, and even running coaches. We’ve been to several coaches that have helped my son over the years. And, each one has their own set of tools they use to help young players. But over the years I’ve found the coaches that use this one tool to be the most effective.

Can you guess what it is? If you said video, then you’re right!

According to Curata, two of the three most effective types of video are tutorial videos (50%) and demonstration videos (49%).

If you consider this along with the overwhelming number of stats that show the value of video marketing, then you may be able to convince your company to embrace video as a means for communicating with your target audiences.

In my last blog on this subject, we explored how important video marketing is. And I’d be willing to bet that video marketing is one the of first forms of communication that most companies ignore due to fears over costs, content and bandwidth.

Fear no more! You CAN take advantage of the many benefits of video marketing and here’s how to get started:

• Your partner makes the difference – Find a partner that understands your video marketing goals and shares the same views for how to get there. Part of this discussion early on is budget. Look at their sample videos and understand the costs of the videos they’ve produced that you like.
• Less is more – Keep your videos under two minutes as visitors lose interest beyond the two-minute mark.
• Visuals help tell the story – Work with a production company that is skilled in motion graphics. Videos give you the opportunity to take your message to the next level. Imagine a simple infographic brought to life in an educational video.
• Keep it authentic – An over-produced video may send the wrong the message. Authentic videos featuring employees vs. paid actors, shot in your office vs. a studio may help the viewer to ‘connect’ on a personal level with your company. And it cuts costs dramatically.
• Demo, Training, How-to videos are very powerful – We’ve already explored the importance of tutorial and demo videos. Keep this in mind when you want to show the ease with which your product can be installed or used.
• Keep it simple – Enlist your marketing team to create a script that is easy to bring to life in video. Whether it’s a talking head video or a video completely done in motion graphics – having a clear plan in place before starting the process ensures success.
• Give it some marketing muscle – Be sure to put a solid marketing plan in place to drive viewers to the video. Ensure that you’re pushing the video to target audiences via your website, social media, email marketing, and advertising.

Give it a try. Have some fun with video and weave it into your marketing program.

Let us know if you’ve had success with video marketing. We’d love to hear the challenges you overcame and how your videos were received by your customers and partners.