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Now, more than ever, a fragmented approach costs your organization money and market share.

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Posts Tagged ‘strategy’

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Adding Closed Captions to YouTube

Wednesday, July 21st, 2010 by Evan Moore

As YouTube has developed into one of the preeminent search engines on the web, marketers are looking for anything to get them to the top of the page.  Here at WELD, we’re embracing closed captioning as another SEO tool get our client’s videos to the customers who want to see them.

First of all, closed captioning allows your video to hurtle barriers into demographics that are often neglected.

For obvious reasons it improves accessibility for the hearing impaired and for those without computer speakers or at work (don’t let your boss read this).  Adding closed captioning also crosses borders by adding Google Translate into the mix in just a few simple steps.

Find "Translate Captions" under the "CC" menu at the bottom of your video.

Find "Translate Captions" under the "CC" menu at the bottom of your video.

(more…)

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Posted in SEO/SEM | No Comments »

This Online Video Isn’t Reality TV, It’s Content Strategy

Monday, November 23rd, 2009 by Reid Williams

If you watch the video in today’s post, you could very well end up A) nodding your head along with everything Carly and Jay have to say, and B) itching for an outdoor adventure vacation of your own.

If that’s the case, too, I’m willing to bet you’re a lot like Carly and Jay, demographically speaking. And that’s no accident or coincidence. We’re counting on it.

See, with online video, it’s not enough to just shoot, edit and upload, then cross your fingers and hope you get viewers and, as a result, customers. To make sure your time and resources are well spent in producing online video, it should be done under the guidance of an informed content strategy. Here’s what I mean.

(more…)

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Posted in WELD, Work | 3 Comments »

Why Twitter’s Monetization Plans For Businesses Shouldn’t Work

Thursday, August 6th, 2009 by Reid Williams
Twitter 101 for Business by Twitter

View more documents from Alex Ikonn.

Twitter got all dressed up last week, the type of shave-and-a-haircut sprucing that you’d do, too, if you were about to shake someone’s hands and ask him for money.

Before too long (read: very soon), Twitter will offer paid services, ostensibly to businesses and possibly to all of us.

I’m going to go out on a limb and suggest that this monetization model shouldn’t work at all. I’ll explain, of course. (more…)

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The Best Place To Meet Those Seeking Water? At The Well

Wednesday, August 5th, 2009 by Reid Williams
Image by Pennsylvania National Guard/Flickr Creative Commons

Image by Pennsylvania National Guard/Flickr Creative Commons

A certain amount of marketing strategy is playing the percentages. So, if you’re laying odds when it comes to what type of content is likely to connect with your organization’s desired web audience, I’d recommend betting on video.

This is a bit biased, yes. We’re pretty proud of WELD’s high-definition video work.

But I’m basing this wagering recommendation on some pretty solid statistics, the chief datum being this new one: 62% of people get online to watch a video, more than any other activity. (more…)

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Who’s The Mini-Marketer In The Cape?

Wednesday, June 3rd, 2009 by Reid Williams

mini-marketerSome people have asked about the “superhero” who appears in the banner graphic that greets you on this website. Should we reveal his secret identity?

First, we hope you’ll indulge us in a quick fairytale to elucidate the images:

There once was an ambitious young man who decided he wanted to go to the moon.

Looking off into the distance, he set his sights on his goal. He calculated the number of steps it would take, the supplies he would need to get there and the obstacles that might get in his way.

Perhaps most important of all, he determined the critical test that would tell him when he had arrived.

He had been told that, with anything worth doing, begin with the end in mind and decide, before your first move, how you will measure completion and success.

The young man, now with plans in hand, set to work building the bridge to his objective. (more…)

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Traditional Marketing Strategies Are So Pre-Recession

Thursday, May 21st, 2009 by Mariah Hibarger
Image by Jeff Keen/Flickr Creative Commons

Image by Jeff Keen/Flickr Creative Commons

Stop beating your consumers over the head with a dead fish to get their attention. Digital marketing tools talk to the people that are listening and offer unmatched measurability and market analysis.

In today’s economic environment, everybody is feeling the pinch.

Businesses large and small are taking a critical look at ways to cut spending while maintaining market performance.

Just like President Obama’s goal of taking a scalpel to the government budget, you are likely taking a more critical look at your own budget.

Companies are downsizing, cutting out day-to-day business costs, identifying and suspending business service subscriptions no one in the office uses anymore, eliminating employee perks, and even getting rid of Bob from Accounting.

Many companies are ditching the scalpel and grabbing a chainsaw.

So, what’s getting cut out of business budgets? (more…)

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