The Evolution of Touch Marketing in the 21St Century

Courtesy of  Pixabay
By Hector Cisneros

Touch marketing used to be the sole domain of junk mail marketers. Then email became the dominant form of touch marketing. In 2010 our digital world shifted again with the emergence of social media. Today, Touch Marketing can be implemented in a variety of ways. Best of all, a marketer can gain synergy by maintaining a unified brand and implementing coordinated campaigns via their Blogging, Social Media and Email Newsletter touch marketing elements. Don't get me wrong, mail and email still work, but they are one-sided conversations with minimal engagement. Engagement is the key! Blogging and social posts are where the real touch marketing battles are being won. So, if you’re ready to learn how to coordinate these marketing elements to maximize your return on investment, read on and discover why touch marketing in the 21st Century is the key to building customer trust and closing more deals in today’s competitive marketplace.

Reach Out & Touch Someone

The big question today is: why should I engage in touch marketing? I’m on page one of Google search! I can buy Pay Per Click to reach prospects. I can use my organic position to gain traffic. Heck, I can even simply email prospects to get people to see my offer! But what if you’re not on page one of Google search or your cost for Pay Per Click has skyrocketed, or worse, you’ve been branded a spammer, and your email marketing is being blocked by everyone on the planet! Now, what do you do? You obviously need another approach.

Courtesy of  Pixabay
I often get asked - Why would I want to use a coordinated touch marketing campaign? The answer is simple. Today, competition is stiffer than ever. Rarely do shoppers buy the first time they visit your website. Trust is at an all-time low! Most internet shoppers believe that the internet is riddled with unscrupulous websites trying to fleece them of their money. Trust is one of the most precious commodities you can provide. It is only second to usefulness, relevance, and timeliness for the product or service you provide.

By combining your blogging, social media, newsletter and email marketing, you can increase the trust factors needed to get prospects to the next step of calling you or buying your product or service. The devil is in the details for this coordinated program to work. The key is to always be congruent with your brand, always be honest with your presentation and always give the prospect a compelling reason to take the next step, whatever that next step is.

Here is a partial list of different types of touch marketing:

Courtesy of  Flickr
  • ·         Ratings - It is very important that you cultivate high ratings and positive reviews in today’s socially active marketplace. People feel that ratings are important and place a high value on them. Having negative reviews can be the death knell for your marketing.
  • ·         Social Network Marketing Posting useful information along with a mix of testimonials and an occasional special is a great way to engage your followers.
  • ·         Blogging - Provide high-quality magazine length blogs with offers embedded in the articles or on the sidebars or the articles provide useful content, have a long shelf life, builds credibility, creates loyal followers and provide strong traffic. A real engagement powerhouse.
  • ·         Article Marketing – Article marketing allows you to gain a higher level of credibility by being published on third party e-zines. Many allow backlinks and author profiles, and some allow ad’s and offer embedded in the article designed to produce the right kind of Website traffic, even phone calls.
  • ·         Social Media Promoted Ads (Social PPC) – You can use social PPC to target your followers and those who like your social sites. You can run boosted ads in the timeline or sidebar ads. These can be useful if your ad motivates followers to return to your fan page or promotional page. It gives you another shot at them to take a look at your offer.
  • ·         Podcasting – A lot of people love podcasts. It’s another way of providing content that can contain a soft promotional offer with testimonials and endorsements. Podcasts have a long shelf life, especially if it’s produced as an Internet radio show. It can also be fodder (additional touches) for your social nets.
  • ·         Newsletters - Email newsletters to your opt-in customer/prospect base. These infotainment newsletters can be used to create more traffic (a very high organic ranking factor) and to give your prospects/client a second bite of the blog or offers promoted in the newsletter.
  • ·         Sponsored Articles & Ads – These are a hybrid between blogs and PPC
    Courtesy of  Pixabay
    marketing. Often they are run on Yahoo or Bing. They are becoming popular on the social nets that offer newsfeeds like LinkedIn and Facebook.
  • ·         Retargeting Ads – These are network ads that continue to follow a visitor and serve them the same or similar ads that they are interested in. It’s a type of PPC ad except it's not running in search. Here again it adds an additional touch.
  • ·         Industry Specific Directory Ads – If your industry has a directory that has a highly targeted audience, it may be a fruitful place to run an ad to gain additional branded touches. 
  • ·         Partnership Banner Ads – These run on blogs, video channels, and other symbiotic websites. It's completely okay to enter into an arrangement with another company that has the same customer demographics, along with the high traffic you’re looking for. Make sure it's cost-effective and feel free to negotiate for perks and exclusivity.
There is no doubt that being listed on page one of Google organic search is a great place to be. However, it is much harder today to achieve a page one organic position in the search engines. Having said that, understand that it’s not the only way to get traffic and sell your goods on the web. Touch marketing has always been a staple of many businesses. Newsletters, catalogs, postcards and their electronic counterparts have been used successfully for years. The second biggest marketing battleground on the internet is the social networks. In our socially active world, the social media battleground can often generate high traffic at a lower cost than search engine position or pay per click. We have seen client blogs produce 25 to 100 percent more traffic than their website generated. Good, high-quality blog content is a powerful marketing weapon when used as fodder for the social nets.

We have also seen instances where combining blogs, social networks, and email newsletter elements have increased a client’s traffic by 150% or more. On top of that, their close ratio went up by 35% as well. These numbers are consistent across most industries. However, it is extremely important that the content and branded elements be delivered in a timely and regular schedule. Any sign of incongruence hurts the overall ability of the campaigns to build trust and get the prospect to take the next step. Here is a must use checklist of items, that when implemented, will ensure a high level of success.

1.    Quality - Your content needs to be of high quality. This is especially true for blogs and articles.
Courtesy of Working the Web to Win
Make sure all your content is proofed and error-free!
2.    Useful - Your social content has to be useful to build trust and loyalty. Posting direct sales ads will not help you.
3.    Timely - Your content needs to be timely. Posting information about Christmas in March won’t cut it.
4.    Relevant - Your content needs to be relevant to your prospect's needs. It’s all about them and not about you or your product.
5.    Funny - Old fashioned infotainment also plays well. Funny still helps the sale.
6.    Compelling offer - Your content has to contain a good reason for the prospect to take the next step. Your offer has to remove the risk from the transaction. It needs to build trust as well.
7.    Easily understood - Your content and your offer cannot be complex or lengthy in nature. If hard to understand or takes a lot to digest, it will not build trust and the prospect will not move forward.
8.    Video - Use video wherever possible. A short video of 90 seconds or less can convey a highly motivating message.
9.    Pictures - Good pictures or images will be more compelling than just words alone.
10.  Testimonials - People believe your customers more that they believe your ads. Use customer testimonials and positive reviews to help prospects take the next step.
11.  Focused - Make sure all of your landing pages and website pages are subject-focused, easy to understand, and are professionally proofed and error-free.
12.  Trust Elements - Make sure all of your landing pages and websites have the top five trust-building elements on them. These include Easy to find phone number, mailing address, unique selling proposition, testimonial video and compelling offer.

Courtesy of Pixabay
It today’s highly competitive marketing arena, businesses have to take their marketing game to the next level to win prospects over. Even though internet sales are up every year, trust on the internet is at an all-time low. The constant media attention about hackers, the increasing number of phishing sites and ransomware scares, all tend to make the prospective shopper more hesitant when it comes to making a final buying decision. Today’s internet marketer needs to concentrate on building consumer trust if they want to get prospects to take the plunge and buy their products and services. Following the steps and implementing our checklist items will ensure your business can obtain consumer trust and get prospects to take the next step in the buying process. It’s been my pleasure sharing this information with you.

That’s my opinion; I look forward to reading yours.

In this article, I have provided examples of why touch marketing is important in today’s highly competitive marketing environment. I have included examples of various types of touch marketing, success story examples and a checklist that contains a dozen items that will ensure your success.

If you’d like to read more articles like this, check out: Is it Time to Fire the Postman?, 21 Century Email - What's New, What Works, What's Scary, Touch Marketing – How to Win the Day & Get the Girl and Seven Valuable Benefits Social Networks Provide and Social Media Marketers Covet. You can also type “Touch Marketing” in the search box at the top of this blog to find even more.

Get your FREE copy today!
If you feel your business could use some marketing help, contact us at 904-410-2091 and we will provide a free marketing analysis to help you get better results. If you found this article useful, please share it with friends, family, coworkers and associates.  If you have something to add related to this article or have a different opinion, place them in the Comments section below.  

If you'd like a free copy of our eBook, "Internet Marketing Tips for the 21st Century," please fill in the form below, and we will give you immediate access to it. Your information is always kept private and is never sold.

Hector Cisneros is a partner, COO and Social Media Director for the award-winning, Internet-based marketing firm, Working the Web to Win, in Jacksonville, FL. You can connect with him on TwitterFacebookGoogle+, LinkedIn, and YouTube. He’s also the co-host of BlogTalkRadio’s “Working the Web to Win,” where he and Working the Web to Win’s co-founder, Carl Weiss, make working the web to win simple for every business.  Additionally, Hector is a syndicated writer on EZine Online and is an active blogger (including ghostwriting).  He's a published author of two books, "60 Seconds to Success"(available at Amazon and B&N), and "Internet Marketing for the 21st Century," which you can get by filling out the form above.  He’s also the co-author of the book, “Working the Web to Win,” which is now available on

Related articles

The Three Phases of Successful Marketing

By Hector Cisneros
Courtesy of
I am often asked, how can you guarantee marketing success, when few, if anyone else in your business can’t or won’t? I answer with a resounding three! We understand that marketing success is built in three phases. Creating and planning the message, testing the message and optimizing for profits. Most novice marketers will only implement one or two of the phases, which is why most fail or only have partial success. If a company wants the maximum return on their marketing dollars, they need to implement all three phases to achieve success. The only other way to obtain success is by luck or the grace of God. So if you want to learn how to maximize your return from your marketing, read the rest of this week’s article from Working the Web to Win and learn how to maximize your return on investment and achieve Guaranteed Marketing Success.
Large companies that hire big advertising agencies, or have an in-house advertising department, always go through three phases to achieve success.  They have found that trying to take a shortcut can cost them big. Many advertising department heads have rolled when mistakes happened! Our company was founded on the idea of providing what our competition does not!  Guarantees are a cornerstone of what we provide. To do this, we start by researching the client's current marketing position. We look at what they are doing right, what their challenges are, what their competitive advantages are and what their competitors are doing. This research includes looking at all marketing venues, both conventional (TV, Radio, and Print, etc.) and online marketing (PPC, Social Media, PR, Email, Blogging, Video, etc.). Once we have a good handle on what’s going on, we begin our planning phase.

Phase One - Creating the Message and Plan

  1. Deciding the Objective - The very first thing needed to achieve success is a clear objective or goal. More importantly, it must be a smart goal. Smart stands for; Specific, Measurable, Attainable, Realistic, and Timely. If a goal is wishy-washy, nebulous, unrealistic, not measurable or will take too long, it’s not a goal that will lead to success. You must have a specific date when the goal is to be reached. You must be able measured a specific event or action, like a click, interaction or purchase.  Your goal must be attainable and realistic. If your goal is to increase your sales by tenfold, that is probably not realistic. And the time frame should not be longer than a year. Quarterly measurements work well.  Only S.MA.R.T. goals will lead to marketing success. Anything else is just spinning your wheels.
  2. Creating Your Message - Your message is closely tied to your goal. It is the operational part
    Courtesy of
    of your goal. If your goal is to obtain 100 new customers in 90 days, then your message has to compel new prospects to sign up for an appointment or to come into your store. Your message has to draw them to you. Saying how great you are or how long you’ve been in business isn’t going to cut it. You have to give prospects a compelling reason to take action. So how do you do that? You give them an offer they can’t refuse, otherwise known as a Compelling Offer!
  3. Your Compelling Offer - A compelling offer is a special offer that is a no brainer for the prospect. A compelling offer is immediately recognized as a great deal! It doesn’t have to be explained. It takes the risk out of the transaction. It says to the prospect, “I better take advantage of this offer now!” Giving someone 10% off their first purchase is not a compelling offer. It may be a good savings, but it is not usually compelling enough to make a person get in their car and drive across town to take advantage of it. A compelling offer may be a special that’s a loss leader, a BOGO, 30-day money back guarantee or 30% off the competitive going rate. Compelling offers work best with products that create recurring revenue. This boils down to products or services that require the customer to come back and get more of what they purchased on sale. It also helps if you have some sort of exclusivity as well. Providing value-add doesn’t hurt either. Make it easy for the customer to decide. Then, keep them happy and make profits from them for the life cycle of that new customer. If you’re just looking to add new customers, you can buy them. If you keep them, they become recurring profit streams. Never underestimate the value of a new customer’s life cycle. If that life cycle is at least a year for the usage of your product or service, it’s perfect. If they have to be repurchase your product or service 4 to 12 times during a year, it becomes easy to create a compelling offer that produces long term profits.
  4. Honing your Message to be Compelling - To hone your message, you need to do some objective testing. A simple and quick way to do this is to ask a dozen of your best customers to accept your offer, or give you feedback on this new special. You can also do some mini pay per click test in Google AdWords or Facebook by spending only $100 or so. You can also run a Craigslist ad to see if you get any bites from your offer. Don’t forget to ask your best employees, managers and even your vendors what they think. Getting this initial feedback often proves very valuable. You will later design several ads to display your message.
  5. Budget Decisions - The budgetary process is extremely important. Your budget will often
    Courtesy of
    determine where you will run your advertising. If you only have a small budget, it will affect the length of the campaign as well. Never plan on revenue from sales from your advertising program to supplement the amount you spend or the length of time you plan to run the campaign. Only use money you have to spend or are willing to borrow and pay back, even if your marketing fails. After your initial round of market testing proves it will work, then it’s possible to project revenue to use for marketing purchases.
  6. Planning your Schedule - Once you have your message and budget, you need to decide on how long your campaign will run. Your campaign schedule is closely tied to your budget. Because of this, it requires you to verify marketing cost in whichever venue/s you choose to participate.  For example, if you are running an ad in the paper, how big an ad will it be, where will it be placed, and how long will it run. By the same token, if you’re running an ad on Facebook or AdWords, how much will you daily spend run and how long will the ad run last.  

Phase Two - Testing Your Message

  1. Quick test - Earlier I mentioned that you can run some quick mini tests in Google AdWords and Facebook. These types of mini tests can be very valuable. They can also be run in most advertising venues. Most small businesses don’t run these because they are afraid of wasting any part of their budget on a mere test. The fact is testing always saves money in the long haul and in many cases in the short haul as well.  It is possible to get some FREE money for these mini-tests. Ask Google or your agency for intro dollars for pay per click tests. You may be surprised to see what you will be offered.
  2. Ongoing A/B Testing - A/B testing is a must if you’re looking to maximize your return on your
    Courtesy of
    marketing investment. Assuming that the first ad and landing page you create is your best effort, is not realistic. On top of that, most online marketing venues make it easy to create multiple ads and test them simultaneously. For example, you can create two landing pages and four Pay Per Click ads and run them simultaneously to see which ad works best and which landing page converts the most.
  3. Multi-venue Testing - Testing your message in only one venue is also not wise. How do you know if AdWords is better that Facebook or any other venue? You need to test them against each other. If it works well in one arena, it may work better in another. Testing various marketing venues is the only way to discover where your best bang for the buck is, assuming costs are similar. If the cost varies greatly between venues, that may be the determining factor for choosing that venue, assuming that venue is still producing results. However, if the test venue is cheaper, but not working, stop that test and find another test venue to operate in.  
  4. Reassessing the Budget -  At the end of the testing phase, reassess the budget to make sure the cost matches the plan’s timeframe and schedule. Make sure your S.M.A.R.T. goals are still congruent. This reassessment allows you to move forward with confidence and to make sure you will be profitable in the long run.

Phase three - Optimization of your Message for Profits

  1. Running your Campaign - If you plan on running a campaign, you must commit to its success. This means meeting and discussing its progress with all involved. If you get to meet weekly the all the players involved in your marketing program, you increase the chances of success. More importantly, you will discover new opportunities that will increase your success as well.
  2. Monitoring the Campaign - While running your campaign, you must pay close attention to
    Courtesy of
    whichever SMART goals you have set up.  If you’re running a digital marketing campaign, you will be able to look at your numbers daily, if not, at least weekly. Monitor your measurables closely. Things change in the heat of battle.
  3. Be Ready to Make Changes - Every campaign is fluid. Things can change quickly, and you have to be willing to make adjustments on the fly if you discover a flaw in your plan, offer or venue.  Pay close attention to conversion rates. Sometimes the competition reacts to your campaign and counterattacks with their own compelling offer. This will affect your conversion rate and could affect your cost (especially if you’re running a pay per click campaign).  If you’re not meeting your conversion goals, you may have to improve your compelling offer, change your offer and your ad. If your cost begins to change the dynamics of your return on investment, it may mean you have to reassess the entire program.
  4. Do it Again Until it Doesn’t Work - In most cases, your planning and testing will pay strong dividends for your marketing efforts. Once you see that the campaign is working, it’s time to create a similar campaign for other products or services you have to offer. You should continue to run your campaign until it stops working. If you're measuring your ROI and conversions, you will know what that point is. It is not uncommon for advertising to run its course. All campaigns run out of steam eventually. Be ready for your next one.

We have written about the fundamentals and techniques needed for successful marketing many times in the past. The following list of articles will provide the reader with a broad array of information to help them succeed in the marketing efforts. Read them, pass them on to your friends and tell us what you think.
List of Must read article for Marketing Success

In this article, I have provided the three necessary phases needed to produce a successful marketing campaign. I provide clear, easy to understand steps for every phase. It is the method we use to produce our guaranteed marketing programs. This article also provides more than a dozen links to other articles that will help any marketer succeed and improve their efforts.
That’s my opinion, I look forward to reading yours.
Get your FREE ebook today!
If you’d like to read more articles like this, check out: any of the articles listed above.  You can also type “Marketing” or “Advertising” in the search box at the top of this blog to find even more.
If you feel your business could use some help with its marketing, contact us at 904-410-2091 and we will provide a free marketing analysis to help you get better results. If you found this article useful, please share it with friends, family, coworkers and associates.  If you have something to add related to this article or have a different opinion, place them in the Comments section below.  
If you'd like a free copy of our eBook, "Internet Marketing Tips for the 21st Century," please fill in the form below, and we will give you immediate access to it. Your information is always kept private and is never sold.

Hector Cisneros is a partner, COO and Social Media Director for the award-winning, Internet-based marketing firm, Working the Web to Win, in Jacksonville, FL. You can connect with him on TwitterFacebookGoogle+, LinkedIn, and YouTube. He’s also the co-host of BlogTalkRadio’s “Working the Web to Win,” where he and Working the Web to Win’s co-founder, Carl Weiss, make working the web to win simple for every business.  Additionally, Hector is a syndicated writer on EZine Online and is an active blogger (including ghostwriting).  He's a published author of two books, "60 Seconds to Success"(available at Amazon and B&N), and "Internet Marketing for the 21st Century," which you can get by filling out the form above.  He’s also the co-author of the book, “Working the Web to Win,” which is now available on

The Changing Face of Online Video

Courtesy of
By Carl Weiss & Hector Cisneros

I’ve been working the web long enough to remember a time when video wasn’t part of the Internet scene.  The problem back in the 90’s was that the bandwidth could barely support graphics, much less stream video.  Dialup connections were simply too slow to make video part of the online equation in the early days of the WWW.  That all changed in the new millennium as dialup gave way to DSL connections.  Even that took a few years to become affordable to the masses.  But once most everyone had access to high speed connections, video became a major game changer.  Or, did it?

Do You YouTube?

The problem with video is that it takes up a lot of space.  Even once it became possible to
Courtesy of
stream video, it's more or less languished until the birth of free video portals like YouTube entered the picture.  Since hosting plans charge for bandwidth, any video that was used for marketing purposes became as much a liability as an asset.  If your video became popular, your ISP hit you with a big bill at the end of the month.  This meant that most businesses that used video to promote themselves online, did it with an eyedropper.  All that changed once portals such as YouTube, Vimeo and Daily Motion entered the game.  Not only did these portals make it easy to store, stream and host video, but they also give video producers the opportunity to monetize their channels. What’s not to like?

Free Warts

Of course, the free part didn’t come without a few warts.  For starters, while you can store your videos on these portals, make no bones about it, you don’t necessarily own them.  Just like social networks and free blogs, if you read the fine print in the contract, you will find out that anything stored on a video portal can be used or deleted by the portal.  If YouTube doesn’t like the way you are promoting your video, it can be summarily deleted without warning.  (Trust me, I have seen this happen to several of my own YouTube videos.)

Courtesy of
Another fly in the ointment is that just like websites, there are hundreds of millions of videos online.  More than half of them seem to be silly cat videos or stupid pet trick videos.  While these cutesy videos seem to generate a lot of attention, that doesn’t make your job any easier if you are trying to promote your business.  (Unless you can figure out a way to tie a silly pet video to your promotion.) That means that while you can post videos until you are blue in the face, they won’t do you much good unless you can generate an audience that is willing to watch them.  While you can sponsor videos on all the major portals, this costs a considerable amount of money.  If you are working on a budget, you will undoubtedly want to resort to a little guerilla marketing to generate views. 

Everybodys Getting into the Act 

Courtesy of
Today, everyone from Facebook and Twitter to Amazon and Snapchat have incorporated video into their matrix.  This means there are a lot of places to display your videos.  If you have a blog with thousands of readers, you should consider embedding at least one video on every post.  This will help generate views since readers are likely to watch a video, provided that it isn’t an outright commercial.  There are even a number of apps designed specifically to stream video.  This is a great way to share an event or host a webinar. 


YouTube is the granddaddy of video marketing that Google purchased it in 2006. Today, more videos are uploaded and watched on YouTube than any other video platform. YouTube is the second most searched platform on the web, (second only to Google Search). Today, YouTube accounts for a large portion of Google’s revenue for a good reason. YouTube has always been an innovator, and today they are providing new ways for any business to produce and provide video marketing in a wide variety of ways. You can create your own WebTV channel, stream live video to the masses, engage in pair to pair video calls, engage in video webinars and much more. YouTube now also provides basic video editing software on your YouTube channel at no charge as well.

Animated Videos

Courtesy of  Working the Web to Win
Animation has always been the privy of highly skilled video artists. It took thousands of hours of learning and practice to become a good animator. Today, new animation platforms are making this genre accessible to the masses. Platforms like and video production software like Coral Videostudios has lowered the bar for all. Creating your first animation video for free is easy with Powtoons platform, as long as you’re OK with them, adding a link to their website at the end of the video. Again, the initial investment is no longer a barrier to employing video marketing.  (Just don’t expect Pixar quality for free.)

Social Video

For many years YouTube and to some extent, Vimeo, were the only real choices for entry level video marketing. That has now changed since Facebook, Twitter, Snapchat and other social networks have jumped onto the video bandwagon.

Courtesy of
Facebook has made a significant investment into their video platform and their intent is to be a player in the WebTV arena. They are urging users to stream live video and to create video channels to not only compete with YouTube, but to compete with the big TV networks.

Twitter has also made some interesting additions. Short videos have been used on Twitter for some time now. Today, however, Twitter is enlisting the help of some big players. They signed a recent deal to Stream live NFL games free to the public. They have also been providing monetized videos for some time now. Their first live NFL stream reached 2.1 million viewers. This was a great success, and Twitter is looking to do more of these live TV events.

Snapchat has also been busy upgrading its platform to enhance what its user can do. They
Courtesy of
have added a save function which allows the user to save photos and videos, something that goes against the aura
of immediacy, spontaneity, and simplicity that Snapchat is known for.  They have also launched their first hardware product called Spectacles that start with a pair of video-enabled glasses that can upload video to Snapchat. The new glasses cost $130 and are aimed at their young audience who care more about fun than looking cool.

Are we seeing the future of WebTV on YouTube, Facebook, Twitter and Snapchat? I think so, but online video doesn’t end there. Big changes have taken hold as the general public embrace peer to peer video calls (made possible by 4g networks and better smartphones), live and recorded video webinars and video emails. Let’s look at these three areas to see how they are being used as a marketing platform.

Peer to Peer Video Chat

Peer to Peer video chat is not new, but the ability to use it easily as a widespread communications medium is. Recent upgrades in smartphone apps like Hangouts, Facetime,
Courtesy of
Viber, Skype and others have made video chat easy, affordable and more accessible to anyone with a smartphone. Plus, the newest generation of smartphones with their bigger high resolution screens, more memory, and much faster processors make video chat something that does not stress the capabilities of the phone or cellular network. Video chat will soon replace cell calls without video in the near future.

Video Webinars

Online Webinars have been around for about a decade, but new technology, better software, and better pricing are making this marketing platform grow in usage. There are many free and freemium platforms out there, along with the tried and true pay to play packages with low entry pricing. Programs like GoToMeeting and WebEx have been around for years. Some free programs worth looking at are Google Hangouts, Skype, and AnyMeeting. Check these packages out and take them for a spin. With the ability to record your online presentations and the ability to leverage presentations to a larger crowd than a peer to peer video chat, these programs have a lot to offer in value and utility.

Video Embedded Email

Email has been a mainstay in online marketing since the web began. Video embedded
Courtesy of
email marketing has been making inroads as of late for the same reason many of these other video platforms have been growing. Greater bandwidth on all networks, faster computers and smartphones, better resolution and the ability to play the video in the email have all had an impact. There are free platforms out there, but the pay to play platforms provide better results and more options starting for as little as $35 a month. When you realize that providing video inside your emails increase open and click-through rates by as much as 300 percent, you will realize how cost-effective it is to use video email marketing.

How to Create Videos that Don’t Suck

Since there are literally billions of viewers who watch online videos every day, generating an audience shouldn’t be that difficult, right?  Then why aren’t your videos generating a crowd?  The problem may lie more with your abilities than with the medium. While there are entire libraries dedicated to showing you how to create must-see online videos, the basic premise is that you need to create videos that don’t suck.  This is easier said than done. If you have ever watched many promotional videos online, you will find that many are either too long or just plain boring.  Here are some hints if you want to avoid throwing your audience under the video bus:

Courtesy of  Working the Web to Win
  1. Online videos are not TV commercials – Many businesses advertise on TV. So if it works on the boob tube, shouldn’t your commercials work on YouTube? Not necessarily. In the first place, people who watch YouTube don’t want to see blatant advertisements. That’s not the kind of videos they seek. They are looking for what I refer to as infotainment. That is a little bit of information wrapped around a punchline. If you can teach them something and make them smile at the same time, then you have accomplished your goal.
  2. Online videos are not major motion pictures – For the most part when it comes to online videos, less is more. Unless you are shooting a talk show or variety show, the best length for most online videos is 2-minutes or less. 
  3. Nobody wants to watch a board meeting – As a rule, the last thing you want to do is stream the minutes of your next board meeting. That means that unless you can find a way to engage the audience, don’t bother recording. That being said, if you can find a way to inject a bit of levity into an otherwise boring situation, you will find a receptive audience. Check out the Board Meeting Gone Bad to see what I mean.
  4. DIY done right – People are into do it yourself projects. That being said, the last thing they want to watch is shaky cam where they run the risk of getting sea sick while watching your video. Even the cheapest of production shot with a smartphone can be made watchable with the purchase of a tripod and cellphone mount for around $20 or so. Also consider adding titling and royalty-free music to give your video added production value. Far from giving away the store, DIY videos done right can put you and your business on the map. Check out this DIY video:
  5. Make them laugh till they buy – Never underestimate the power of humor to sway an audience. Heck, there have been several billion dollar businesses spawned by a humorous video, such as Dollar Shave Club and the Orabrush. While your efforts might not have what it takes to springboard your business to the billionaire level, adding levity to your efforts helps add two of three elements needed to get a prospect to take action. (They need to know you, like you and trust you.) As for the trust factor, a few short testimonial videos is all it takes to rectify that situation as well.
Are You the Star of Your Show?
Courtesy of  The Life In Balance Show

Even though it costs little to produce and nothing to host online videos, most business owners and managers are still using video sparingly. What they don’t realize is the fact that right now there is an opportunity to generate a buzz about your business by doubling down on video.  In the past few years, we have turned plumbers into local stars by creating a series of quirky videos that made customers smile while elevating the status of the plumber to authority stature.  We have also created a YouTube series that we are using to promote several local businesses.  All it takes is a little imagination to get started.

Online video can be a powerful way to take your business to the masses.  Unlike broadcast TV, the beauty of online video is that they do not go dark the minute the show goes off the air.  Properly produced and optimized videos can take on a life all their own.  They can continue to produce viewers for years to come.  With a little creativity, you can create a cost-effective way to broadcast what you and your business do best and in so doing show prospects and clients alike that you are the star of your show.

That’s our opinion; we look forward to reading viewing yours.

In this article, we have provided a comprehensive update on why video marketing has become a mainstay in the online marketing arena. We  show why video marketing is important and included Tips and examples of 10 ways any business person can take advantage of video marketing on the web today.

If you’d like to read more articles like this, check out: Lights! Webcam! YouTube action!, Social Media Marketing via Online Video and Is Humor a Weapon of Mass Distraction or Attraction? You can also type “video marketing” in the search box at the top of this blog to find even more.
Get your FREE ebook today!

If you feel your business could use some help with its marketing, contact us at 904-410-2091. We will provide a free marketing analysis to help you get better results. If you found this article useful, please share it with friends, family, coworkers and associates.  If you have something to add related to this article or have a different opinion, place them in the Comments section below.  

If you'd like a free copy of our eBook, "Internet Marketing Tips for the 21st Century," please fill in the form below, and we will give you immediate access to it. Your information is always kept private and is never sold.

Carl Weiss & Hector Cisneros are the co-owners of the award-winning, Internet-based marketing firm, Working the Web to Win, in Jacksonville, FL. You can connect with them on TwitterFacebookGoogle+, LinkedIn, and YouTube. They also co-host the show by the same name on BlogTalkRadio where they make working the web to win simple for every business.  Both Carl & Hector are syndicated writers and published authors. They co-authored the book, “Working the Web to Win,” which is now available on

Related articles