Sandstorm Blog

Kellye
5 Tips for Improved Video Marketing

The days of debating the merits of video marketing are over. With 100 million viewers watching at least one online video per day, it’s no wonder that 87% of content marketers are now integrating some form of video content into their campaigns.

However, while the majority of content marketers are actively employing video marketing, there are still a lot of unanswered questions about optimizing video content for the best results. These five tips will help you create video marketing content that’s worth your investment.

1. Establish a Goal Up Front

Video is a tool for a achieving a goal, not the goal itself. Before you begin, make a solid decision on what you’d like your video marketing content to achieve. Is it spreading the word about a promotion? Driving traffic to your website? Providing answers to viewer questions?

Once you’ve established a clear objective, it will be easier to make use of my next tip...

2. Trim Off the Fat

Because video marketing is viewed as a large expense, it’s common for marketers to try to use one video to send out multiple messages. Resist this urge.

Video audiences are impatient. They hit the play button with expectations and will not hesitate to click away if those expectations aren’t met. If you don’t get to the point, and get to it fast, you’ll be putting on a show for an empty house.

Ask yourself, “what’s the one central message we want viewers to come away with?” and cut everything else. No exceptions.

But wait! What if you have different audience segments, and you need a different message for each one? That brings me to my next tip...

3. One Size Doesn’t Have to Fit All

Contrary to popular belief, video is not an inflexible medium. It can easily be adjusted to meet the needs of different audiences.

The best way to tailor video marketing content is to produce multiple versions. People are often reluctant to do this because they think making more than one video won’t be cost effective. That assumption simply isn’t true. If you plan carefully, you can economize many aspects of production to turn your single video into a video series without draining the bank.

For instance, you may be able to record two voiceover tracks within the same session fee, or recycle footage from one video to the next.

Publish each video in the right place with the right keywords, and your video marketing content will yield much better results.

4. Embrace the Brand

If you want to build brand recognition, your logo can’t do all the work! Many marketers only brand their video content through graphics, but there are many opportunities to solidify your brand within your video marketing content.

  • Start with the script. Don’t just proof for message. Take the time to put all dialogue or voiceover in the right voice and tone for your company.
  • Think through your casting. The talent featured in your video should be a reflection of your brand personality.
  • Consider location. Even if you can’t afford a set stylist, make sure to pull in your brand colors wherever possible. A red mug on the desk or orange curtains in the background can go a long way toward building brand recognition within your video content. Wardrobe offers further opportunities to solidify the brand identity in your audience’s mind.
  • Make direction a priority. A good director will take your brand into account in everything from the style of camerawork to the lighting setup. A good editor will consider your brand in the pace and tone of the video, as well as soundtrack selection.

In short, if you want to increase brand recognition, the brand must be present throughout your video marketing content.

5. Don’t Settle

Video audiences have extremely high expectations. They’re used to Hollywood scale productions and are unforgiving of content that falls short of this bar.

No one expects you to have action movie special effects, but they do want to see a clear picture and hear crisp sound without interference (in video terms, this would be referred to as having “high production values”).

More importantly, they want to see content that lands. If your video is supposed to be funny, don’t accept a joke that doesn’t make you laugh. If it’s supposed to tug the heartstrings, don’t settle for a story you don’t care about.

At the end of the day, the extra effort will pay off in higher audience retention and better results.

Putting it All Together

While some of these points may seem intuitive, a vast majority of video marketing ignores these rules. Apply them to your next video and your content will be ahead of the game. With a stronger video component to your content marketing strategy, you are opening your brand to more user engagements and ultimately a higher return on your investment.

This blog was posted by Kellye on November 20, 2014.
Kellye Blosser

About the Author

Kellye Blosser

Kellye’s unique approach involves a delicate balance of left and right-brained thinking. She most recently hailed from the corporate video world. Here at Sandstorm, she’s excited to bring strategic, innovative thinking to every project.

Laura
What is Positioning and Why Should I Care?

Lately there has been a significant uptick in clients approaching us to help them better differentiate themselves in a more crowded and complex marketplace. Many of these clients have been doing business as usual for years with several marketing tactics in place, but have noticed that they are not quite getting new customers like they had historically.

They are at a loss with how they can instigate growth without significantly increasing their marketing budgets.

A Way for Companies to Stand Out

The most effective tool that we use at Sandstorm to assist our clients stand out effectively is to define a positioning. Our process takes into account the cultural DNA of our clients’ organizations, disruptive aspects of their offerings and aligns what they offer with rational, emotional, and motivational drivers of their markets.

This information is distilled into one statement that represents what the organization means to their customers and future customers – a positioning statement.

What Does it Mean to Have Positioning?

Positioning in marketing does exactly what it’s name suggests. It positions a company strategically in an attainable aspirational direction. Although one sentence, it is a powerful discipline that forces the organization to focus on what it stands for and what that means for its customers and potential customers.

This focus is critical in the frenetic pace of a digital society. It gives clarity and purpose to every marketing decision that needs to be made and makes sure your target market easily and readily understands your brand and why they should care.

Arriving at a Positioning Statement

The best positioning statements are built from thorough primary and secondary user experience research. At Sandstorm we utilize UX practices to enhance the insights we get with our primary research. This means giving the respondent the opportunity to expound on what is important to them and less about what the protocol might assume is important. A more organic, conversational approach allows us to garner more insights with less respondents, saving time and money.

Our secondary research is also more fluid and organic. Instead of listing out the marketing tactics and individual messaging across a set of competitors, we look at overall trends inside and outside a specific industry. That way we can more clearly find white space opportunities for our clients. This actually takes a bit more time than traditional secondary research, but it pays off with greater differentiation for our clients and a stronger overall position.

The Value of a Positioning Statement

With cross-functional collaboration and a distributed workforce, it’s more and more difficult to align an organization on what they offer to customers. A positioning statement is a tool that can align an entire organization and create clear boundaries for decision-making. It also ensures that all marketing decisions on product changes or developments, pricing and distribution are aligned to portray a consistent and differentiated offering to the marketplace.

Ensuring Your Communication Provides Maximum ROI

Finally a good positioning in marketing, used correctly, guarantees all of your organization’s marketing communication is focused. Every time a potential customer encounters your brand online, in-person or in advertising they will receive the same message. This amplifies your difference and delivers a stronger ROI on your marketing communication.

If you think your company is ready for strategic repositioning, please email me directly. We would love to move you forward in the marketplace.

This blog was posted by Laura on October 9, 2014.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

Sandy
Sandstorm is a SAVO Partner

We are excited to announce that Sandstorm has been selected as an Emerald Partner with the SAVO Group as their go-to marketing agency for SAVO clients who require brand positioning, content marketing, messaging and creative marketing execution to better leverage the SAVO platform and improve sales productivity and effectiveness.

SAVO is a leader in sales enablement. They create software as a service (SaaS) that bring together sales tools, automation, analytics, and content management to support companies’ sales processes.

Sandstorm is honored to be recognized for our marketing expertise to improve sales enablement and looks forward to helping SAVO clients meet their goals with targeted, relevant messages that support their brand and drive sales.

This blog was posted by Sandy on June 4, 2014.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Will
Taking time to create great brand strategy

I enjoy comedy, and I’m a big Monty Python fan. It’s no surprise that when I found a lecture by John Cleese on creativity, I was excited. He’s incredibly funny, smart and hard-working. What surprised me was how his 1991 talk resonates with me today.

What’s the path to creativity?

No matter how hard one tries, you can’t put creativity into a box or a process. The road to results is non-linear. In the talk, Cleese lists, not attempted process, but the conditions under which creation can happen. They are:

  1. Space
  2. Time
  3. Time
  4. Confidence
  5. Humor

All of these steps make sense. I really like that he mentioned ‘Time’ twice. An emphasis on time is crucial. Creating something innovative from scratch takes time to steep. Time is the secret ingredient that allows creative brains to make unique connections.

There are no shortcuts.

People are in awe of the beauty of the Sistine Chapel ceiling, without thinking of how Michelangelo dreamt it, designed, planned and painted it. This took time. A lot of it. This is true of any major creative undertaking; sculpting from clay, writing a novel, composing an opera.

Effective marketing takes time, too.

The importance of time goes even further: design and development of a web site, strategic marketing plans, content strategy, social media strategy, usability, user research. Rome wasn’t built in a day, and neither was any reputable web site.

So, when preparing a request for proposals, and eventually statements of work, keep in mind that to create something great, you’ll need to allocate an appropriate amount of time so your creative partner can build something impactful. Find a partner you trust to assist you with the appropriate level of effort so you get the maximum ROI.

Great things can come to those who wait.

Dreaming, Planning, Preparation, Research, Thinking, Designing, Execution: they all take time. So the next time you visit a blog you enjoy or walk past a sculpture in the park, consider who created it, and more importantly how.

[I encourage you to watch Mr. Cleese’s lecture, too. There is a shorter and full version available.]

This blog was posted by Will on January 17, 2014.
Will Biby

About the Author

Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

Derek
No more stock photography, please!

Is that person famous? Did they go to my high school? Do I see them on the bus? Yes, you saw them on the bus… in the ads over your head.

These images are the worst. They serve a purpose for their businesses, but at what cost? I can think of 5 big reasons why I’m sick of stock photography (and really respect businesses that use custom images).

1. It looks cheap (because it is).

Stock photography looks nice but is not memorable. It comes at a fraction of the cost of a photo-shoot, and it shows. No photographers, creative direction, or editing, just the picture. Let’s compare it to a big box retailer. You can walk up, find what you want, and use it immediately.

2. It’s off brand, and I don’t trust it.

Stock imagery doesn’t look like your company. Your customers find it hard to identify with the images. Your clients and partners know your company and the people that they work with at your company. Whether or not they’ve ever been to your office, they’ve seen pictures on social media or LinkedIn. You don’t want them to ask, “Is this the right site?”

3. It’s generic and cliché.

You see these pictures everywhere. Certain faces can be found on billboards, bus stop ads, magazines, spam emails, and the list goes on. Do you want to make your company blend in or stand out? With stock imagery you run the risk of triggering subliminal thoughts of other companies. Your brand is unique and provides a unique service, don’t accidentally align yourself with another entity that has no connection at all.

4. It looks dated.

Times change. Pictures don’t. Take a trip searching for stock photography you’ll take a trip back through time: hairstyles, clothing and technology. (That 13” monitor really seals the deal.) You’ll see the 80s, 90s, and things that look dated by just a few years. Your business is constantly evolving. You don’t want to display a masthead that looks like you’re stuck in the past.

5. It doesn’t reflect your culture.

Diversity is important. There is no denying that, but it should be more important in your company than in the pictures you choose. If you’re showing the world that you have a more diverse workplace than you have, well, that’s dishonest.

Many companies and individuals make decisions based on diversity. You don’t want a new client to be surprised when your staff looks nothing like the staged image on your “About Us” page. Post a real image of your team. They (and I) will be impressed when you have a diverse and vibrant workforce. Until then…

Be yourself

Photos of your business, your people, doing your work, is an investment in your future. By using photos of your office, you’re showing who you are, your culture, how you work, what you do.

It’s like if someone has a Facebook profile picture of a quote or a famous person or a turtle. What are they hiding? Probably nothing. So, don’t hide. It costs more, but it’s worth it to use yourself and your staff as the face of your company. Act natural, don’t look at the camera, and take credit for your good work.

This blog was posted by Derek on October 24, 2013.
Derek Vanderlaan

About the Author

Derek Vanderlaan

Derek Vander Laan is Sandstorm's Senior Design Architect. With 20 years of experience, he designs web sites, infographics, and interactive digital experiences. His creative skills are always at work either at his desk or plotting a prank for someone else's.

Benefits of video from Sandstorm

The benefits of video marketing are stacking up. If you've put video creation on the back burner, consider these five benefits that can increase your web presence and up your conversions.

1. Make the complex...less complex

If a picture says a thousand words, imagine what a video has to say. If you're in the business of complex technology or seemingly “dry” services, video can add the pizazz you need to explain or engage potential clients. How can you convert a lead who doesn't understand your business? Video is your chance to do a little “show and tell”. For National Association of REALTORS® Global, Sandstorm created this custom motion graphic to explain to REALTORS® the opportunities available when selling to global real estate buyers. By use of visual representation, it becomes more meaningful; it's now more than just statistical information.

[TIP] Make sure your video is in the right format. Animation is great for explaining complex ideas and processes. Live video encourages a human connection and lets you showcase your company culture.

2. Easy to like, easy to share

Here’s a crazy stat: Each minute, over 700 YouTube videos are shared to Twitter. One could say the idea of sharing is embedded in all of us. And this idea of garnering views isn't just for B2C either, consider the B2B video made by Corning explaining the myriad uses for their glass technology. Right now, it has over 20 million views!

They've successfully taken content about glass manufacturing and made it shareable. What content do you have right now that's missing its opportunity to be shared?

[TIP] Don't take the “user” out of user experience. In order to get your video shared, make sure:

  • the content is relevant to your audience
  • it’s placed on the right page in your site
  • and uploaded throughout your social media channels.

3. There's always a link back home

After sharing your video, expect it to travel the web. Just be sure to equip it with plenty of links to drive viewers back to your site. Think of it as a traveling salesman who never runs out of business cards. When hosting on YouTube, add a link in the description and make sure your URL is at the end of the video. YouTube also lets you create floating links that direct viewers back to your YouTube channel or to subscribe. Consider using these to increase viewership of all your videos.

[TIP] Take advantage of YouTube Analytics to monitor and track video viewership.

4. Improves visibility in search engines

Search engines rank quality web sites higher. So what is considered "quality"? Video and other media content, low bounce rates and longer times on pages are all contributing factors. Living Direct Inc found that, "Consumers...spend 9% more time on a page when video is present." Having engaging video can improve your SEO by enriching the type of content on your site and ultimately keeping viewers on your site longer.

[TIP] Optimize your videos by incorporating keywords (title tag, description, etc). Also, consider adding subtitles (on YouTube) as they can help up your SEO.

5. Video is Memorable

Picture this scenario:

A prospective client (let's call him Mike—there are 3 Mikes working here!) is shopping around for services you offer. After looking at fifteen different companies, the information begins to blur together. Then, as Mike is explaining his favorite to the team, he finds himself explaining the services using what he learned in your video. You’ve not only planted yourself in Mike's memory, you've helped him make it easier to get the approval he needs to purchase. (Plus, sharing YouTube videos makes him look cool.)

It has been proven that viewers retain more information when visuals are implemented. Consider this as a tool to not only stand apart from competition, but also to be remembered at the end of the day. This video from Eloqua explains the future of revenue with voiceover and animation. It has all the right tools for success, and reaps the benefits accordingly:

[TIP] Empathy, story, and humor are three essential tools for creating memorable video, says Author Kevin Daum. Be sure to weave these elements into your video whenever appropriate.

Has you seen any of these benefits? Share your video in the comments!

This blog was posted by on January 24, 2013.
John Lombard

About the Author

John Lombard

John is an intern at Sandstorm.

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Karen

Not too long ago we explained why your logo is not your brand. However, sometimes there is a brand so strong the only thing missing is a logo. Consider human rights. It is a cause that touches every part of the world yet lacks a single symbol to represent it. Until now, of course. The human rights logo design competition has come to a close and the winning logo is beautiful. It brilliantly blends two universal symbols for humanity and peace: a hand and a dove. The new identity is reminiscent of the peace symbol, which does not belong to any company or organization, but rather stands as the symbol for all things peaceful. Only time will tell if the world adopts the human rights logo with the same enthusiasm. Learn more about the Human Rights Logo Design Competition and download the logo.

This blog was posted by Karen on September 27, 2011.
Karen Boehl

About the Author

Karen Boehl

Karen does a little bit of everything – webmaster, social media manager and search engine optimizer. She can most often be found on Twitter, in the Usability Lab, or happily buried in the Drupal admin menu.

Karen
Aaron Equipment's creative marketing

Some people like to put their brand identity on business cards and letterhead, others prefer choppers. That’s right—choppers. One of our partners, Aaron Equipment, got a custom branded bike from Orange County Choppers and appeared on their TLC show American Choppers. The bike now sits proudly at their Bensenville headquarters. Of course, after visiting their office and seeing the bike, we had to take pictures. And who wouldn’t? This is really a great example of creative marketing—getting your brand out there by connecting with your audience on their interests. Now that summer is in full swing in Chicago and the festivals have taken over the weekends, it’s a perfect time to get creative with your marketing. And “creative” could be anything from a custom chopper to a clever sidewalk chalk stencil. If you need a little help brainstorming some creative marketing ideas, let Sandstorm Design give you hand!

This blog was posted by Karen on June 9, 2011.
Karen Boehl

About the Author

Karen Boehl

Karen does a little bit of everything – webmaster, social media manager and search engine optimizer. She can most often be found on Twitter, in the Usability Lab, or happily buried in the Drupal admin menu.

Karen
New SRES Site

We are proud to announce the launch of the Seniors Real Estate Specialists® web site! SRES® is a designation offered by the National Association of REALTORS®, an association we’ve absolutely loved working with for over seven years.

SRES® designees are specialized in the real estate needs of those age 50+, and this web site gives them a place to connect with each other and with anyone looking for an SRES® designee. After logging in, members can update their profile, download marketing materials, or receive help with live chat. We’re so excited to launch this web site for the National Association of REALTORS®!

This blog was posted by Karen on June 16, 2010.
Karen Boehl

About the Author

Karen Boehl

Karen does a little bit of everything – webmaster, social media manager and search engine optimizer. She can most often be found on Twitter, in the Usability Lab, or happily buried in the Drupal admin menu.

Sandy
Marketing tactics to consider when creating your internet marketing and web design strategy

A non profit client of ours recently asked for a list of internet marketing tactics to consider while building her online marketing strategy. Here's where our user experience design firm started with our list:

  • SEO (organic search engine optimization) and linking campaigns
  • PPC (pay per click)
  • Affiliate marketing (think amazon.com’s books)
  • HTML Emails and Auto-responders
  • Conversion Concepts (getting people to do what you want them to do on your site)
  • Web Analytics and Testing
  • Online Video
  • Blogs and Social Media (facebook, twitter)
  • Banner ads
  • Article writing

Does anyone else have more to add?

This blog was posted by Sandy on May 27, 2009.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

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