Mackenzie Fogelson will be speaking on the “Using Video to Build Your Brand” panel at SearchFest 2014 which will take place on February 28th, 2014 in Portland, Oregon. For more information and to purchase tickets, please click here.
1) Please give us your background and tell us what you do for a living.
I started Mack Web Solutions 10 years ago. Back then, I was fleeing my job as a middle school teacher and trying to figure out what to do with my MA in English. Lucky for me, I had picked up some coding skills in grad school and had the chops to make it as a freelance web designer.
Over the years, Mack Web has morphed from a one-person web design and SEO firm to a full blown digital marketing company with a knack for bettering businesses by building engaged communities around their brands.
I spend most of my time shaping Mack Web into a remarkable company, blogging, speaking, and providing strategic direction to our stellar team. I’m extremely passionate about making a noticeable difference in the businesses we serve.
I also have two really great kids, an unconditionally supportive husband, and I may or may not be an avid Justin Timberlake fan.
2) How do you convince the camera-shy or the camera wary to try video marketing?
Make it a team effort. For those who would rather not be in front of the camera, they can contribute in other ways. The camera wary can be the ones who write and edit the scripts, collect props, find venues for shooting, develop the digital assets that are integrated into the clips, edit the videos together, or even help promote them once they’re live. There are many integral roles that don’t require standing in front of the camera so don’t let that be a barrier to getting started with video marketing.
That being said, don’t be afraid to give it a try, either. Even for someone like me who loves the spotlight, I get nervous when I’m filming. But the more I practice, the easier it gets. It’s OK to be anxious. Make sure you prepare a script and rehearse ahead of time. Film in a relaxed environment with people who make you feel at ease. One of the biggest advantages to video marketing is that it allows you to show the people behind your brand, even the shy ones. So as much as possible, get as many faces of your company on camera. The more they do it, the more comfortable they’ll become.
3) How can a business establish a corporate YouTube presence?
Like any social media channel, it’s really easy to create an account. But before you do that, make sure you have a purpose. Start by identifying your goals and how you intend to measure success. Then, determine the videos you will need to create to accomplish your goals. And finally, have a strategy. Commit to consistently developing videos so that you’re offering something of value on your YouTube channel that’s worthy of sharing and engaging with.
It’s important to note that your YouTube channel is a reflection of your brand. Be sure that the experience you’re providing–from the copy in your account profile, to background images and colors, to the videos you upload–is consistent with the value and culture of your company so that you’re maintaining the integrity of your brand.
Videos take more time and effort than generating content for a blog post, but that doesn’t mean you have to spend a fortune making them. Start small. Film several in one setting. And use the free resources that are available to you (I’d highly recommend Wistia’s learning center) so that you have a coach to help you through the process.
Finally, remember that if you build it, they won’t necessary come. Your YouTube channel is just one outlet for possible engagement with your brand. Make sure that your YouTube strategy is integrated with other channels like content, social, search, email marketing, and offline efforts. Invest some time in outreach, make great videos, be consistent, and you’ll get people to your YouTube channel.
Side note: If you’d like some more of the details on how to actually get your YouTube channel started, here’s a great post from @kikolani that will walk you through the steps.
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.