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How Katy Perry Pushed the Boundaries of Live Video (Ep. 96)

by Todd Hartley • June 21, 2017

We live in a culture that’s obsessed with the celebrity. From tabloids to reality TV, we’re fascinated by the lifestyles of the rich and famous. And now, with social media and live video, we can feel more connected to them than ever.

Which is why Katy Perry’s video campaign for the release of her upcoming album was so brilliant.

Capitalizing on her audience’s desire to learn everything about her, Katy livestreamed her life for 4 straight days on YouTube. Fans got to watch her eat, sleep, sing, and hang out with other celebrities during her livestream, Witness World Wide.

And like any good video marketing team, her editors cut down the highlights of the livestream into sharable, bite-sized videos.

So if you want to learn more about why Katy Perry’s video marketing stunt was so successful, plus news from Foot Locker, Snap, Twitter, and more, you won’t want to miss out on this podcast episode!

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How to Use Music and Sound in Your Business Video (Ep. 95)

by Todd Hartley • June 20, 2017

Every once in awhile, we get a client that likes to grill our team on the types of equipment and software we use.

They might think they sound like the video expert, but as soon as they start with questions like these, they unknowingly demonstrate their lack of sophistication with video production.

While video quality is important, they overlook the most important element of video: sound.

Though it’s much more subtle, sound can ultimately make or break a video. White noise, pops, echos, and muffled voices can all create big distractions, ruining the viewer’s experience.

Sound should work seamlessly with the visual elements of your video. Whether you’re recording audio, selecting the right voice over artist, or choosing background music, you can’t afford to let your audio be an afterthought during your next production.

That’s why I’ve asked Stronz Vanderploeg, our award-winning Director of Production, to share some helpful information about music and sound on this week’s podcast episode. Tune in!

How to Avoid a Video Marketing Trainwreck (Ep. 94)

by Todd Hartley • June 14, 2017

Video marketers have a tendency to make video sound like the end-all be-all to any business problem — making it out to be the holy grail of digital marketing.
But the truth is, even the best videos won’t take the place of tried and true online marketing tactics. In order for your videos to perform (and more importantly — generate ROI) you need to use them as a part of a larger strategy.
Videos need to be seamlessly integrated with the rest of your marketing to be effective, so that you don’t end up with a trainwreck on your hands.
As with every Video Marketing Mastery podcast episode, I want to do everything I can to make sure your business is approaching video marketing in a smart, strategic way. So listen to this podcast episode to learn how to avoid the trainwreck and “keep everything on track”, plus the latest in video marketing news!
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Animation vs. Live Action: Which Is Right For Your Video Goals? (Ep. 93)

by Todd Hartley • June 13, 2017

Remember Saturday morning cartoons?

Getting up early to sit on the couch with your favorite bowl of cereal…

Laughing at reruns of Tom and Jerry, Looney Toons, or Teenage Mutant Ninja Turtles…

Well, I have some good news: animation isn’t just for kids anymore.

In fact, it can be a highly effective business tool.

Not only is animation a cost-effective alternative to live action footage, but it also has some significant advantages in the clarity department.

So before you hire a production team and organize your shoot day, consider your business goals. Because in some cases, animation is a better option.

In this podcast episode, Marcus and I explain the advantages and disadvantages of both animation and live action video. Be sure to give it a listen!
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Case Studies: 5 Smart Tactics When Selling to Healthcare Providers

Case Studies: 5 Smart Tactics When Selling to Healthcare Providers

by Marcus Krieg • June 8, 2017

Getting the attention of healthcare providers has always been challenging…

Not only are they among the busiest professionals in the world, but they also don’t sit at a computer all day waiting to click your ads or read your content…

And don’t forget about their medical assistants and nurses — they might just be the world’s best gatekeepers!

Every year the bar is set higher, because everyone is relying on the same tactics, driving down profit margins and ROI.

And thanks to the rapid rate of investment in the biotech industry, the competition is getting fiercer every day.

So how do you climb up the priority list and earn your prospect’s attention? Discover how it’s done with these 5 case studies about selling to healthcare providers!

Why 3,600+ Stores are Closing in 2017 (Ep. 92)

by Todd Hartley • June 7, 2017

Remember when you actually had to get in your car and drive across town to go shopping?

And if they didn’t have what you needed, you’d have to get in your car again and to go another location.

Or worse — the retailer would need to order the item you needed. Then you’d have to wait weeks for your shipment to come in so that you can go back to the store AGAIN and pick it up.

But then Amazon came along, and made our lives a whole lot more convenient.

Which is why it’s no surprise that shopping malls and brick-and-mortar retail stores will soon be a thing of the past.

One by one, superstores and luxury brands alike are closing their doors to offset poor earnings.

And only a few businesses that sensed a market shift early on have been able to adapt.

Like some of the most successful brands today, you need to recognize the shifts in consumer demands, no matter what industry you’re in.

But in order to do that, you need to be aware of what’s happening around you. That’s why I collect the latest news in video marketing every week! Listen to this episode to find out what YouTube, Apple, and JetBlue are doing to move forward to a changing world.

Lessons Learned from Producing a Video Series with Mark Traphagen (Ep. 91)

by Todd Hartley • June 6, 2017

So, you’ve decided to start a weekly video series.

You work hard to keep your content consistent, and you’re doing your best to improve the quality of your videos…

But after a while, you come up against some roadblocks. You notice that your new videos aren’t getting the level of engagement that they used to, and you’re not gaining as many subscribers.

How do you identify the topics your audience is most interested, avoid running out of ideas, and prevent a growth plateau?

At some point in time, most content creators are going to run into at least one (if not all) of these problems. And failing to find a solution can mean a dwindling audience.

Or worse — the demise of your series.

All of that time and hard work could amount to nothing if you can’t maintain momentum.

But the good news is, you probably already have all the tools to improve your video series at your fingertips!

You just need to know how to use them correctly.

And to point you in the right direction, I’ve invited Mark Traphagen — Senior Director of Brand Evangelism at Stone Temple Consulting and star of the “Here’s Why” video series — to explain how.

After 121 videos and counting, Mark and the Stone Temple team have used analytics to maintain the momentum of their video series and grow their business, and he explains how in this podcast episode.

So tune in to hear Mark’s insights on producing a long-term video series!

What Marketers Can Learn from Generation Z (Ep. 90)

by Todd Hartley • May 31, 2017

Over the last few years, Millennials have gone from an age classification to a cultural obsession. Each week, there are countless articles that both celebrate and condemn the way this group of young consumers behaves.

But while everyone is scratching their head, trying to understand what curveball Millennials are going to throw next, many are overlooking an emerging consumer segment: Generation Z.

Though they’re easy to mistake for kids messing around on their parents’ iPad, it’s critical that marketers not only pay attention to — but learn from — their behavior.

As the first generation to be fully immersed in digital technology from birth, understanding their online engagement is key to predicting market trends of the near future.

Without a doubt, the big fish in social media and technology are closely watching the online patterns of people who were born after 2004. And if you want to be ahead of the game, then you should be too.

So tune into this week’s episode of Video Marketing Mastery to learn about Gen Z, Apple, Quora, YouTube, and more!

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7 Clever Ways to Inject Your Sales Message Into Helpful Content (Ep. 89)

by Todd Hartley • May 30, 2017

We totally get it…

You’ve spent a ton of time, energy, and money developing a great product or service. And if you’re like most companies, you’re eager to get the word out.

But when you jump straight to the sale, you’re often setting yourself up for failure.

Even prospects that are close to a buying decision can be turned off by a hard sell. So if you want to make the most of their hard-won attention, you need to guide your prospect to the finish line.

And the best way to accomplish that is to be relentlessly helpful. Offer useful information every step of the way, so that when they’re ready to purchase, they’ll come directly to you.

But we know this is easier said than done. So I’ve asked Marcus to join me in explaining how to inject your sales message into helpful content your prospects actually want to consume.

If you’re struggling to get prospects to pay attention to your sales message, this is an episode you won’t want to miss!
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The Power of Intention in Video Marketing (Ep. 88)

by Todd Hartley • May 24, 2017

Believe it or not, there’s something more valuable to marketers than “attention.”

Sure, you’re always trying to reach new audiences and re-engage our customers. And by now, you already know that video is the best way to do that.

But if you really want to see phenomenal results, you have to consider your intentions first.

At the end of the day, the best copy, the most cinematic footage, and the coolest special effects aren’t going to produce value if your intentions weren’t clear to begin with.

So before you begin anything — whether it’s executing your next video project or starting your own business — make sure you’re setting smart goals and are intentional about your sales and marketing priorities.

To learn more about the power of intention, as well as the latest news in social and video marketing, be sure to listen to this podcast episode!