There is an increasing use of motion graphics by companies in their marketing and branding. It has the capacity to give very particular images of a product, service or company.
The basics of your message are the words you use – it goes without saying. If content is king then one of the content royal family is the message directly put in words. It may be a one liner, a tagline, slogan, motto, or it may be something of greater depth – an article, a written walk-though, helpful information your clients and customers can use, or perhaps general and chatty ideas surrounding your products, services and the corner of the market they inhabit.
You brand is made of so many things. Increasingly it is becoming more and more visual, even for the small business. The visual aspect may be a photo, a graphic design, a video presentation or promo. It is even the case that motion graphics are being used more by larger organizations for their promotions. They bring an artier sensibility to the whole marketing process. I will admit it is something I like, but it is not right for everyone and would make the marketing scene dull if everyone was employing just such.
Marketing for any small business can be difficult. It is generally a question of gaining a balance between cost, time, content and channels. There is very little sense in looking at any series of marketing options which are not going to be value for money and give suitable return on investment. The channels and content you choose need to fit the purpose at hand, particularly reaching the right targets in the right way. some businesses benefit well from a high incidence of graphic content while others do not. Marketing via a series of channels densely populated by youth is not a good choice for those with an older target market.
Given recent changes to Google algorhythms there has been far more emphasis put on video content. Indeed, there has been a greater weight given to content of all sorts, in particular the quality of that content.
Video comes in two major forms – basic message promo and information laden video. Promo videos give the basics of a message about a product, service or brand. They are short, punchy and often stylized. Information laden videos are generally longer, spoken word, text and graphics based.
There are two major schools of thought, it seems, concerning the best length of business video. The measurement of engagement span in video viewing talks of both 45 seconds and also over 2 minutes in terms of length of engagement, interest holding. The point that is all too often missed in comparing these glaringly different assessments is that there is more than one reason for video viewing online. Where someone is channel hopping or seeking entertainment, looking for a certain need to be met, then a shorter engagement tends to be the case. Interest is held only for seconds. Particular sorts of video work well given this sort of motivation, this sort of online activity. At other times the very same person may be looking for real information, something of depth. This purposive behaviour tends to lead to a longer potential engagement with a video. If someone is seeking out bodies of information laden content then they will extend their engagement with video content that fulfills that need, but only if that content answers a question posed or delivers something held to be of value.
Choose your channels to suit your business needs, your targets. Create, or have created for you, the sort of content that delivers what is required by your targets.
Everything above provides an introduction to a couple of ideas concerning small business marketing – integrated responsive marketing, a content marketing approach.
and here is a novel set of ideas to add to the marketing arsenal – as they say the theatre has a real history in marketing itself – why not make it entertaining
one of our taglines is – who put the art into marketing
there is too much marketing that is tired and hackneyed
Video content can be very simple – text based, voice over added, suitable music, spoken word direct to camera, arty, location based, how to’s, product or service demonstrations, information based, whatever. The format you choose needs to fit the purpose you set. Similarly the design, editing, lighting and sound need to fit. Remember this is all part of your branding and marketing effort. If you create something out of sync, something which clashes with your general brand and marketing landscape then it will do you no service at all.
glitch backgrounds on deviant art
while we are made to pay
http://www.youtube.com/playlist?list=PLjpVKPKDD4adqUnGzfuG9jMbIqG507H87
there is
