video marketing Santa RosaThis year at the ReelSEO Video Marketing Summit, the company Spot Trender worked in conjunction with summit organizers to run a competition urging marketing video creators to compete with their best content in categories like “ best business-to-consumer” marketing spot and “best business-to-business” spot. While the winners represented diverse products and marketing approaches, it’s interesting to note the similarities among the winners.

SIMILARITY #1: They all start with a problem.

The winners truly are diverse. They include a multi-generational emotional appeal for a credit union, a comedic office piece about a label maker, a public service announcement rap about recycling, and a video marketing service advertised as a prescription. The connection between each spot is a focus on the problem each product can solve instead of a strong initial push for the product itself, thus establishing a connection with any individual who can relate to the problem before the product as a solution is even introduced. This makes perfect sense, since many business strategists focus on problem framing, instead of problem solving, as the beginning of innovation.

SIMILARITY #2: They don’t show the product in a traditional way.

Instead of showcasing the product in the way that a traditional television commercial or static print advertisement might, these spots take admirable advantage of the format provided. The use the spot to frame a problem for which the product is the solution and then show the product as a solution, organizing a chaotic office in the Brother “Office Brothers” video and saving an office worker from obscurity and demotion in the Limelight “Digital Presence Deficiency” video. In some cases, they show the results of using the product as a solution, showing the prosperity of a second generation who planned wisely in Community South Credit Union’s “Fish for the Future” spot or a clean ocean at the end of One World Communication’s “Oil Recycling Rap” PSA.

SIMILARITY #3: They measurably resonate with viewers.

Spot Trender used a very interesting way to determine the winners of the ReelSEO Summit contest that didn’t rely on a traditional vote count or social media savvy. They allowed users to interact with each video, rating certain portions “up” or “down,” and allowing them to comment at certain points. Spot Trender created response graphs and sentiment analysis based on each video in competition after voting was completed. You don’t have to pay for a service to track whether your videos are resonating with viewers. While there is plenty of video marketing software available, you can start by trying YouTube Analytics, Google Analytics and Facebook Insights, for links added to your company’s Facebook page, to track how people are connecting and viewing your videos.

The winning marketing videos from the ReelSEO Marketing Summit are all unique gems in the field. They each have valuable insight that can easily be applied to help bring an extra level of value that will have your customers talking about and sharing your videos today.

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+