Series Posts: Beyond

Maximize Your Marketing With the “YouTube Booster” Effect

Maximize Your Marketing With the “YouTube Booster” Effect

Beyond • June 26, 2015

YouTube has changed the online landscape and dominates the web, with more than 1 billion unique users each month. Over 100 hours of video are uploaded to YouTube every minute, and YouTube now reaches more US adults ages 18 – 34 than any cable network. Just to put that into perspective, if YouTube were a country, it would be the third largest in the world, just after China and India. With that kind of reach, YouTube represents an enormous opportunity for small business owners to get significantly more visibility and exposure. However, with billions of videos on the video channel, it’s very easy to get lost in the YouTube jungle. In fact, 53% of YouTube’s videos get less than 500 views, and about 30% have less than 100 views! Meanwhile, a miniscule 0.33% have over a million views. Granted, it’s not all about the numbers, but you do want your video to be seen by as many people as possible. More video views means more engagement, and more engagement means more potential customers! Fortunately, there are several little-known strategies to optimize your videos on YouTube to give you the “YouTube Booster” effect: Begin With the Basics – It all starts with the upload and your title, description and tags. Be sure to use a descriptive, keyword-rich title. “How to Get More Video Views on YouTube” is pretty good, but “My cool video” won’t cut it as a title. Next, your description should also contain your keywords and should include your full URL. So one of mine might start with http://www.loubortone.com presents how to get more video views on YouTube... YouTube gives you a ton of space for your video description, so take advantage of that real estate. The Tonight Show with Jimmy Fallon is a great example of how to crush it with the basics. They do a great job optimizing their videos. Lastly, use the tags section to once again use your keywords. Capitalize on Keywords – The importance of keywords cannot be emphasized enough. This is how people find your videos on Google and other search engines, so make sure you’re using your best keywords and consistent keyword phrases. This will also help to “connect” your videos so your other videos show up as related videos.   Add Awesome Annotations – Video annotations are a powerful, but under-utilized tool for making your videos more interactive and guiding your viewer to take the desired actions. Annotations can be text, overlays, speech-bubbles or notes, and can be live links to your other videos, playlists, a subscribe link, or even a link back to your main website. Nail Your Thumbnails – YouTube gives you a choice of three thumbnails to represent your video, but you can also add a custom thumbnail to better display what your video is about. Since the three thumbnails YouTube offers are typically pretty random and lame, you’d be crazy not to add a custom thumbnail, where you get to decide what the viewer sees. Create and upload your own thumbnail to take advantage of this option. Many potential viewers will decide whether or not to click on your video simply based on your thumbnail image! Show Up and Share – Finally, be sure to share and distribute your video for maximum reach. Look for the “share” button, which will open up a menu of social media icons and platforms where you can share your video directly from YouTube. You will have to “connect” your accounts first, but once that’s done, it’s easy to share your video to your social media sites with just one click! Taking the time to optimize your videos with these five steps will help you make the most of YouTube and put you way ahead of your competition. And who knows? With a little luck and persistence, you may even go viral!


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The Top 7 Marketing Video Production Tips

The Top 7 Marketing Video Production Tips

Beyond • June 25, 2015

Not all brands can afford an award-winning videographer to shoot their videos, so if you’re just starting out in the world of video marketing, follow these top seven tips for the best possible results! Avoid automatic settings - Get to know your DSLR or video cam and its settings and make sure they are exactly where they should be. Your primary focus should be ISO, aperture and shutter speed. ISO controls the brightness of the picture, meaning the higher it is, the brighter the picture. Unfortunately you do get more noise as you increase it, so your videos look grainy once you go very high. Setting it around 1600 ISO is good practice, but if the brightness is satisfying with lower ISO, don’t be afraid to change it. Shutter speed controls the amount of time the shutter is open, which translates into its exposure time. For optimum footage set this to 1/60th of a second and only adjust it when you know what it does to your videos. The aperture controls how much light enters through the lens, and you might end up experimenting with a more open or closed aperture for different situations, but generally speaking this setting should be left open all the way. Focusing - A very important thing when shooting videos is to have your subject completely focused with crisp details. Therefore it’s            not ideal to use automatic focus but instead to move the dials on your lens in order to get your subject in focus and perhaps everything else blurred. This does take some practice in order to be done correctly though and will take some testing… so get ready for trial and error time. Have great lighting - Having at least a semi pro camera will do nothing for you if the scene you’re filming at isn’t optimal. But this doesn’t mean that you have to go out and purchase even more additional equipment that you might not be able to afford. Natural sunlight is your friend and you should use it to your advantage as much as possible. If you need your own lighting, avoid orange lamps that offset the scene and the subject from their natural color. LED panels or lightboxes are the go to choice for an ideal setup. Lenses - Even though most of the DSLR cameras come with a lens kit that is ok for starters, you should go a step higher for a better outcome. Every bag should at least have a 50 mm 1.8 lens. It features a wide aperture that lets in a goodly amount of light, making it great for shooting in dark places. Also it has an excellent depth of field which allows you to focus easily, achieving the whited out background effect. Get a good microphone - Even though the DSLR cameras have their own built-in microphones, they’re nowhere near the audio quality you need as they are built exclusively for having some very basic way of recording audio with your camera and are almost always set up to capture sound from all around the cam which in most cases is precisely what you don’t want. If you are considering producing quality videos you should probably buy yourself a good quality microphone. (In my next article I\'ll get into far more detail on microphones for video production.) Write a decent script – Nothing is more frustrating than a script so badly conceived and written that your audience has no idea what’s going on in your video. Refrain from inside jokes and aim for the most horizontal appeal possible so that you don’t turn off your viewers… or they’ll turn you off! Get natural actors – A wag reviewing BBC/PBS’s remarkable Downton Abbey series recently opined that watching Maggie Smith in her scenes with Elizabeth McGovern was somewhat tantamount to having Anthony Hopkins act alongside a bored toddler. Your audience will swiftly grow disinterested if your actors are wooden and amateurish, so check local theatrical groups or other acting centers for the best talent you can afford.


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6 Things Your Video Guy Wishes You’d Know

6 Things Your Video Guy Wishes You’d Know

Beyond • June 25, 2015

In many ways, hiring a video editor is like hiring a cake baker. The baker has recipes that will give her specific results and the editor has skills and techniques that will also give specific results. A client selects a baker based on either recommendation/referral, quality of previous work, price, location, and customer service. This is the same for a video editor. A client will require the baker to create an end product that looks and tastes a certain way, and a client never expects to step into the baker’s kitchen to help stir the ingredients. The client provides their wish list and expects to come back for a finished product. This is also what a client should expect from a video editor. As long as there is clear communication at the beginning of the project about the client’s wish list, there should be no reason to go into the editor’s “kitchen” to mix the ingredients together. I sat down with LuckLove Productions, an OC videography team, to have an intimate chat about what they wished video clients knew before they began their reel project. Using the above creative analogy of a baker, lead videographer Eva Rovillos, jumps into 6 key points every project manager or point person should keep in mind, starting with: 1. Clean, steady footage is much appreciated. It is better to hire the same team for videography and editing because that team will capture the footage you actually need and will already know the footage available before editing begins. When you hire two different teams, the editing team will have to spend additional time reviewing all the footage. On another note, if the client is providing the footage, they should know that “garbage in leads to garbage out.” This is not to say that clients never provide good footage, but if there is a problem with it, the final edit may not be the best it could be. There is only so much that an editor can do with shaky footage or under/overexposed footage, or footage that is out of focus. 2. Sound is key. One of the most significant indicators of a great video is the quality of the sound. Interviews should be conducted in a “clean” sound space. If a clean sound space is not possible, then at least turn down that TV in the background, please! Depending on the type of video requested, the quality of the sound throughout the video, should be a big part of the initial discussion. 3. Know your narrative. It is important for the client to clearly communicate his/her goal regarding the end result. The editor needs to know what “flavor” the final product should have. There is a wide range of approaches (flavors) to each edit (chronological, chapters, instructional, entertaining, comedic, dark, high-energy, etc.) 4. Music rights. Clients should know that editors should not use music that they do not have permission to use. Are plenty of great stock music sites that provide original music you can purchase a license to use. 5. Plan revisions in advance. Please be clear at the beginning of the negotiations, when or if there will be revisions, or when the 1st rough draft is expected. A basic timeline with milestones will be helpful in completing the project. 6. Communication. As with any vendor, a client will receive a better product when they communicate their wishes clearly, especially in the beginning, before any editing is done. Brainstorm and collaborate with your video/editing team before the work is performed and this will create a good path for everyone to follow and the result will be a great edited work that the client will be satisfied with. Thanks to LuckLove Productions, you have your next check list for any future video projects. The measures to make sure everyone’s on the same page seem pretty simple enough; yet while chefs are appreciated masters of their domain, we tend not to extend the same respect to video production teams. In a lot of ways, people tend to treat them like they do any other visual artist – and that’s with very little understanding of the craft and not enough resources to make your vision come to life. That’s on a good day. On a bad day, there’s constant meddling with the process and far too much interjection with the direction of the project. That said, you wouldn’t go into the back kitchen to stir the pot and add your own seasonings, and then get upset when the dish didn’t turn out like you expected. In that same sense, you can’t dampen the process video professionals have spent years perfecting all the while still expecting high caliber results. The lesson here for the entrepreneur is to make sure there’s seamless communication (in writing), and project status updates along the way in order to prevent any classic project hiccups.


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Copywriting Your Email Marketing Pop-ups

Copywriting Your Email Marketing Pop-ups

Beyond • June 25, 2015

Having sat with my developer a week ago, trying to drum up ideas for copywriting our email marketing pop-ups for my personal blog, I discovered one small crippling fact. Even though I’m a professional writer, email marketing and marketing manager, I was at a bit of a loss on how to best copy write our email subscription pop-up. And then I thought, if this is what I’m experiencing, then how many of you out there are facing the same problem? As a marketing manager, I know that email subscription pop-ups are a rare beast to write for, namely due to three reasons: You’re writing a very punctuated set of value-based copy that is purely conversion driven. You’re writing it like it’s a headline, but it’s not a headline. Copywriting your email marketing pop-up means you need to be able to pin down the number one call to action and reason for conversion in about 1 line. The other lines might be action oriented or identifying value, but verbiage encouraging others to join comes down to one line. Undoubtedly, this is hard. Very hard. It’s also a great exercise that helped me further developed laser like focus on why a website exists – and it’ll do the same for you. Yet, you’re probably not a professional writer and it might help you to see what other email marketing pop-up subscriptions look like. Some websites take an introductory approach since their content is so unique. Take this template for an example which offers a value sign-up options that offers a free webinar: New to (state your service industry)? Join our 30-minute webinar to learn how to (state service) on (state date and time) If you’re website is offering valuable information, you can also trigger an email-pop up that might be slightly unscrupulous to some, but it requests a sign up in order to continue browsing through the site. Of course, a user could just exit the opt-in button, but most won’t. That copy would read like this: Please Register or Sign-in to Continue. Enter your email address to gain unlimited access to our website. You’ll also receive other exclusive benefits by joining (state your name here) Enter your email address to create a FREE ACCOUNT Another option is to get straight to the value and offer a direct download via an email subscription pop-up. Rather than baiting users with a free download once they sign up and confirm their email (two steps to take for a future reward), you can offer an immediate down load (and immediate gratification). Here’s what that might look like: Download Your Free (Item) Resource: Get (state what it is they’re receiving in one brief line) Bullet point 1, identifying value received from free downloadable item Bullet point 2, also no more than 3-5 words Bullet point 3, no more than 3-5 words Where should we send your (item) [Create fields for name and email address] [include colored call-to-action button for “enter,” creatively labelled “download (item)”] Once you’ve mastered the copy for your email marketing pop-up, switch over the analytics to see which versions prove to be the most successful. You should have multiple versions of email pop ups throughout your site, timed with intelligence to capture the highest rate of subscribers.


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The Top 12 Tips To Master Your Video Marketing

The Top 12 Tips To Master Your Video Marketing

Beyond • June 24, 2015

At a time when just about every brand is engaged in a video marketing strategy, it is imperative for you to stand head and shoulders above the rest in order to get noticed by an increasingly video-barraged consumer base. Apply these top tips to your video marketing and earn the right to be called a Video Master Marketer! Adapt for mobiles – Not everyone watches your video on a 55 inch LED TV. You have to be sure that the video still transmits your message and has all branding elements completely visible on tablets as well as the smaller mobile phones. Call to action – What should you viewers do after watching the video? If they just leave, you end up with a lot of wasted potential. Inspire them to visit your site, come to your event, watch other videos or subscribe. Give them an easy way to do that. Generate a lot of content – Once you get people to come, give them a reason to come back again. Having a lot of subscribers doesn’t mean anything if you don’t use them. Entertain them with an ongoing regular posting schedule of new videos. A research shows that more successful brands have up to 50% more content than the less successful ones. Have value – Your goal is to create a commercial that doesn’t look like a commercial. The viewer comes to watch your video because he wants to, not because he’s forced to. Make sure he finds the time spent watching your video valuable. Post HD videos – Even though it takes more space and wastes more bandwidth, nobody wants looking at low quality footage. That is the main reason why you should record and upload all your videos in HD. Everyone can then reduce the quality through various display options available to them if needed. Interact – The journey isn’t over once you get a big number of views. Don’t leave questions unanswered and interact with your viewers. The comment section is an excellent place for this. Keywords – If your marketing campaign doesn’t have a keyword, think of one now. Use that keyword in order to pull in additional viewers. Place them in the title as well as the description. Optimize for search engines – Websites aren’t the only thing that require SEO. Your videos also need to appear high on search results in order for people to watch them. Use your keywords in the description, title and tags to help your prospective audience locate your videos. The top 25% global brands focus strongly on video SEO and apply a lot of tags. Use playlists – With playlists, you can easily make compilations of videos of your as well as partner companies. It offers people more stuff to watch and can keep them interested in their brand. You surely don’t want people to have watched everything you have to offer and sit there doing nothing. Create multiple videos – One video cannot cater to everyone. Some customers will be interested in getting the basic and most important information in a short span, while others would want to get informed about the details and wouldn’t mind spending some more time. Create multiple videos in order to satisfy everyone. Find aneditor –  The times of searching for a professional videographer are way behind us. Even smartphones are capable of recording a video in high definition now, and all you need is someone who has basic video shooting and editing skills. Additionally, you can buy a semi-professional DSLR camera such as the Canon SL1 that is available from some etailers for just under $500. Find the balance between long & short videos – If your audience is already familiar with your product and/or content, feel free to provide them with longer content. But make sure there is something interesting for them to keep on watching. People rarely watch videos for more than about three minutes unless it has something thoroughly intriguing going on.


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3 Steps to Reel Success

3 Steps to Reel Success

Beyond • June 24, 2015

We’re saturated in a culture that obsessively photographs the daily minutia of life and instantly publically shares it on social channels. As such, it’s become relatively easy for brands to quickly click, edit, and share snapshots of their day, their brand, and their products, and culture. Video sharing is another beast entirely. Unlike photography, you cannot simply create a video on the spot. Your video requires precision planning and a battle-like tactical approach. Anything short of calculated strategy will result in reel failure. On the other hand, reel success requires getting creative about content, understanding timing, and knowing how to market videos. Why Video Aside from video increasing conversion rates for online retail destinations and increasing brand authority, having a video also makes your site/web page 53% more likely to pop up on page 1 of a Google search result. Video also attracts two to three times as man monthly visitors, with a total of 157% increase in organic traffic through coveted search result findings granted to sites with video. Getting people to read traditional content is also a growing challenge, where even the most loyal well-read viewers are finding it difficult to carve free time to read content. Video solves that problem with an average of 88% spending more time on a site when there’s video. (Source: Mist Media and MarketingSherpa) According to Brainshark, video also equals higher viewer retention: the information retained in one minute of online video is equal to an estimated 1.8 million written words. Get Creative About Content Video content isn’t just about direct talk on your product or service. According to Hayzlett.com, in a post titled “Why Video Marketing is Key in 2014,” you can also: 1. Share big announcements with your customers through video. 2. Add customer reviews and testimonials via video to your website. 3. Use video to create content through webinars and video blogs, which are also easy to social share. 4. Use demos, training, interviews, and live event coverage as an opportunity to create more video content. If you’re really stuck on content, consider the type of content you already have in other forms, including text and images. For every piece of content, there’s no reason you can’t create a short video equivalent. For starters, you should have a video that introduces the brand, another that acts as a candid conversation, a third for visually sharing your product/service/or tips, and a fourth that answers a sort of Q and A. Timing is Everything According to Digital Sherpa, 45% Of Viewers Will Stop Watching A Video After 1 Minute & 60% By 2 Minutes. Video Brewery, on the other hand, says you have about 10 seconds to rope in your viewer – which according to my calculation, is about 3 seconds more than you have with an online text-heavy site. Keep in mind that desktop viewers tend to stay engaged longer than mobile users, but that most videos are accessed on mobile technology. Video Brewery reports that “iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.” Marketing and Analytics When considering marketing, most people forget about analytics. According to Video Brewery, “detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely.” The last takeaway is to make sure to embed or link your video in your email marketing campaign. Email campaigns that included videos (particularly where the word “video” was also included in the subject line), saw a 96% click-through rate as opposed to traditional text campaigns.


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The #1 Growth Hack to Build Your Email Marketing Pop-Ups

The #1 Growth Hack to Build Your Email Marketing Pop-Ups

Beyond • June 24, 2015

Email marketing pop-ups are for emails what mobile design was for websites. In a nutshell, it’s optional but it’s also smart business that drives performance and engagement. We’ve all come across the pop up we receive when we visit a site, but unlike mobile for web, there’s more than just one way design your email subscription pop-ups. Before you start designing your email marketing pop-ups, remember that pop-ups have a purpose: they’re designed to help you capture as many email subscriptions as possible. Keeping this in mind will help you determine how to write and package your pop-up, along with where to place it to gather the most number of users. Yet, in addition to copy and packaging, the number one growth hack to build your email marketing pop up is to consider its timing. Think of your email marketing pop-up as a salesman. The first time you meet a salesman, you’re bound to have some kind of conversation with him in which he pitches his product. You might buy in or you might hold out. If you’re holding out, that salesman’s job is to initiate repeat opportunities for engagement and try to you go buy his product. However, it’s a subtle art and timing is everything in order to close the deal. In the same thread, your email marketing pop-up is the digital salesman for your email marketing. It’s the pop-ups job to reintroduce the product and the value at opportune times. It’s your job as a marketing manager to figure out when those times are. Of course, once is when someone visits the site. In fact, you may even want to wait 30 seconds or a couple of minutes into a user’s visit on a site before springing your pop-up. This way, there’s time for them to saturate in your content, and you’re being less intrusive by not springing the pop-up right as they enter in. There are other times that you can consider as well. You can segment the email marketing pop-up based on the page they’re at, and ask them to opt-in for emails just on that one topic – even offering discounts on all or select purchases. If you’re offering a digital product like a download, you can trigger a pop up right after someone has initiated the download. Of course, you should always suggest an email marketing pop-up as they try to leave the site. In addition to the multiple opportunities for engagement, try also changing up the design and copy of your pop-up language. If version one didn’t capture them at the door, then you need to face, verbiage and may even the tone of the email marketing pop-up through subsequent encounters. If you’re finding that most of those who sign up do so during one engagement opportunity, then you also know that that type of copy was the best version. Continue on to read “Copywriting Your Email Marketing Pop-ups.”


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Harnessing The Power Of YouTube

Harnessing The Power Of YouTube

Beyond • June 23, 2015

Thanks to its enormous user base, YouTube has become one of the world’s most frequented website and the second largest search engine, only trailing behind Google. And with both being owned from the same company, the YouTube videos get even more exposure from Google’s search results, which provides the videos with even more exposure to searchers. These facts make YouTube one of the most attractive marketing choices available to any online marketer. 6 billion hours of video views per month More than one billion unique users visit YouTube each month and they watch 6 billion hours of videos monthly. The crowd comes from all over the world, with 80% of the traffic coming outside of the US. But even domestically, YouTube reaches more adults aged 18-34 than any cable network, according to Nielsen. This makes it very easy for a nicely done marketing message to go viral over the globe in almost no time. And it’s already being done. Some of the biggest brand average tens or hundreds of thousands subscribers and views going over 50 million. You have to fully engage your viewer in seconds Why videos though? There is a saying that a picture is worth a thousand words, so if you multiply that by the number of frames in your video, you get the idea of how much you can express through it. A good video builds your brand’s awareness and disseminates links, creates conversations, boosts your SEO and most importantly, it engages the viewer. This only happens with good videos though, which means that you have to fully engage your viewer in the first bare few seconds of the video or lose it. A successful YouTube video: Creates conversations Encourages sharing Engages the viewer Gains trust Provokes interest Videos are shared 30% more than other types of content Sharing makes your effort worth it even more. Since videos naturally increase engagement and interest, it only makes sense that they get shared more. Videos are shared at least 30% more than any other type of content across all social networks like Facebook, Twitter and Google+. Websites that include videos in the mix alongside images and plain text will create more inbound links. They also cause the visitor to stay on your website longer, extending the visit time by an average of nearly a full minute. Successful videos answer the viewer’s questions The key to crafting successful videos on YouTube is to ensure that the content is entertaining and educational at the same time, answering the questions that the user has and would search Google for otherwise. Videos should be targeted according to your marketing strategy, but incorporate both: Localization - This is very important for companies that want to increase their brand awareness and get loyalty from their viewers. Globalization - It should be available everywhere, regardless of location or device used. It is very important that the video is watchable on any mobile device. The keys to proper YouTube marketing When engaging the power of online marketing through YouTube, your strategies shouldn’t solely focus on the video. A strong title, description and tags optimized with your campaign’s keywords are what help a video go viral. You can then bring additional exposure to the video through your email lists, company network and social media accounts. If that doesn’t do the cut, then you can advertise on YouTube as well. Yet another advantage of YouTube as a marketing choice is all the statistics and data you get. Marketers can easily analyze how effective are their campaigns, tracking metrics like views, likes, dislikes, favorites and channel subscribes. Good YouTube marketing: Embeds the video across other places, including but not limited to blogs, social pages and websites. Places the video in newsletters, press releases and other marketing types. Links to the brand’s YouTube channel in other places like print or PR materials. Tags the videos in order to have them visible on YouTube searches as well as other search engines. Uses text for content, surrounding the video with your relevant keyword YouTube is a remarkably powerful online marketing medium which major brands have successfully implemented to boost their engagement. Has yours?


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Nick Uhas: Beginnings, Big Brother and Beyond

Nick Uhas: Beginnings, Big Brother and Beyond

Beyond • June 23, 2015

You ask Nick Uhas how he wound up on Big Brother and you first hear about how he started wrestling in Junior High, competitive roller blading and how he crashed a fraternity leadership summit in Mexico. Somehow, it turns into a story of following the path presented to you and gaining confidence in your strengths. This is without a doubt our longest episode to date, but also one of the best ones to listen to for anyone looking to take the leap and pursue your passions. Nick took his turn on Big Brother and turned that opportunity and experience into a career. He now hosts Brain Storm for the Weather Channel as well as his own web series, Nickipedia. This is a great episode for anyone that isn\'t sure what they want to do yet in life or for those hoping to make a change. Listen and enjoy!


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Reel Marketing II: Introduction & GoPro Giveaway

Reel Marketing II: Introduction & GoPro Giveaway

Beyond • June 23, 2015

Great content cannot be faked. Anyone who tells you otherwise is false. It’s also dynamic, engaging and has enough variety to keep things interesting. Blog post after blog post may get stale after a while. One way to spruce things up is with a multimedia approach. You should get real. Reel, actually. That’s right! Our video marketing series, “Reel Marketing” has returned for the sequel. We’ve invited a few more guest video bloggers and have a slew of posts to help you in your video making efforts. Channel your inner Spielberg and enjoy Reel Marketing II. There’s also a giveaway to go along with our series. You can start your own reel marketing on your brand new GoPro HERO3 White Edition video camera. Simply subscribe to our YouTube channel to be entered to win. Good luck!


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