Video isn’t the “next” thing, it’s the necessary thing

If you are reading this and thinking video “would be a great way” to showcase your product or service, stop it. That thinking falls one step short of where your head needs to be at in the modern digital marketplace. Any plan to promote your brand today must include video. Yes, must.

Why is video so important? To put it bluntly, because that’s what everyone loves to click on. Video is (literally) dynamic. It grabs attention and holds attention in a way text never could. So, with that in mind, here are three ways Ronn Torossian suggests you can use video to increase your brand recognition and really get people talking.

Perfect example of a successful video PR campaign by OneDollarShaveClub.com

Torossian Tip #1 – Keep it specific

Videos work best if they keep it simple and specific. We’ve all seen those videos where the content covers multiple topics and just seems to ramble on and go nowhere. This is the opposite of everything good in the world. Keep it simple, concise and specific. People landed on you video looking for something specific. Give them what they want and they will love you for it.

Torossian Tip #2 – Link it up

Successful Video PROne of the easiest ways to get some pop from your videos is to place them on multiple sites, then use them to drive traffic to your main web pages. For example, in your YouTube video description, you should include, at the very least, a link to your main web pages or sales landing pages. These show up as inbound links to your website (backlinks) and increase your search response viability. Use the same keywords to describe your video on YouTube and your website(s). Not exactly the same content, but the same keywords.

Torossian Tip #3 – Labels matter

This isn’t a “how to” as much as a “you should.” Headlines and video descriptions matter. See, since Google bought YouTube there have been massive search response changes in the medium. Your video titles and descriptions are vital to the success of your multimedia PR project. Your title should contain at least one keyword and your description should have two. Further, your description should coincide with content on other websites you own. Use video to support and supplement your brand. Don’t just let it fly independently. Remember, PR works best as part of a self-sustaining circle. Everything feeds back into something else.

Apply these tips to your video marketing and you should see tremendous results.

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RonnTorossian.com,9:55am 09/10/13

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.