Monthly Archives: June 2013

Pet Industry Tips for Trade Shows

Pet Industry Trade Show questions answered by pet business expert, Andy Darmohraj, Senior VP of American Pet Products Association. Global Pet Expo is the largest pet product trade show in the world with over 1,000 companies coming together for 3 days.

He leaves us 3 main pieces of advice:

1. Plan ahead! With trade shows giving you such a limited amount of time, planning ahead is crucial to your success. Check out the trade expo’s website, find exhibitors you’re interested in meeting with and set up appointments during your time there.

2. Prepare for a long day.

3. Have fun, there’s a reason you got into the business you’re in. Network, network, network!

Prior to attending let buyers know that you’re going to be there whether that’s through direct mail, advertising or sending out a brief email blast. Include a small teaser or something that will encourage them to visit your booth! Trade shows are one of the best places to find the newest most innovative products out there. Make sure you make your time worthwhile and establish connections that will continue to add to your success.

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CPV meets Bryan Bickell, Founder of Chicago Loves Pits

What an honor to sit down with Bryan Bickell, one of the Blackhawks most highlighted players during the Stanley Cup playoffs for an interview with Chicago Pet Video. Despite being wrapped up in this heated series of games, registering eight goals and five assists for 13 points in 17 of the playoff games, the 27-year-old and his fiancee were happy to talk about their charity group Chicago Loves Pits and the so-called “bully breed” dogs. The video (to come) is part of a series of videos that we’re putting together on different popular dog breeds, this one specifically focusing on the pit bull breed, one that’s especially close to Bickell’s heart. The video will be available on PetMD’s website along with a second video with our very special interview with the two.

Bryan Bickell & Fiancee Amanda

Founded by Bickell, his fiancee Amanda Caskenette and animal advocated Alicia Boemi, Chicago Loves Pits is dedicated to promoting awareness, starting conversations, sharing the truth, and opening minds and hearts to encourage rescue and adoption of Pit Bull type dogs. With the help of Adopt-a-Pet.com, Chicago Loves Pits was an idea that turned into a reality. In 2012 Chicago Loves Pits launched its first campaign featuring two billboards located in prominent areas of Chicago that bore the headline: Bryan Bickell is the only fighter in this family. From there, Chicago Loves Pits has grown into a registered non-profit organization.

Thank you to Bryan and his fiancee, Amanda for taking the time out of one of your busiest weeks of the year to show your dedication and passion for such an important four-legged friend of yours.

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Video for SEO and Why it Works

Optimizing your videos to reach your intended audience and match what people are searching is extremely important when it comes to building out a SEO strategy. YouTube is the second largest search engine behind Google with more than 100 hours of new video content uploaded every minute compared to 48 hours just two years ago, a clear sign video is on the rise. Maximizing a video’s search exposure should be a high priority for companies and brands if it’s not already. According to Forrester research, videos are 50 times more likely to rank on the first page of Google results than any given text page in the index.

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Here are a few important tips to best optimize your videos:

High Quality Content: This may be the most obvious way to optimize your video, but it’s one of the most important. Videos have a very strong selling point when it comes to niche markets. Keep your content as relative and informative as possible to your specific audience.

Tags: Refer back to any keyword research you’ve done (with Google’s Keyword Tool) and make sure you tag the video with any of the terms you’ve deemed to perform well. Tags allow you to add extra words that wouldn’t fit naturally into the description. Keep these limited to 2-3 words at most, separated by commas.

Title: Spend some time creating the title of your video. Anyone seeing it for the first time should be able to get an idea of what they’re about to view just by glancing at it. Make sure the main keyword(s) you are targeting for are somewhere within your catchy and clear title.

Description: A good video description contains relevant keywords. Search engines will index it and rank it higher when a keyword-rich description of the video is included, this also helps viewers get a quick understanding of your video prior to watching it. Be careful not to pack it full of irrelevant keywords, this could immediately deter a customer away.

Ease of Embedding: Make it simple for users to access the code that allows them to embed the video on their own website or blog. Add visable share buttons on your website below the video to create a quick and easy way to pass it along. Both of these will help to increase backlinks and shares which overall helps to boost your rankings in search engines.

Google Sitemap: Submit your video to Google Sitemap as a way to let search engines know what pages on your site need to be indexed. See Google’s guide for Creating a Video Sitemap.

Powerful, relevant and engaging videos that are optimized for discovery are vital to boosting your brand’s awareness and will truly have a huge impact on your SEO strategy if done right. You will find that it’s worth investing the time into producing, creating and promoting a good video in order to increase your ROI.

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How To Integrate Video Into A Robust Content Marketing Strategy (Guest Post)

Steve Farnsworth's Old Blog

Video is powerful because it shows there are people behind your business, which is important for building a strong brand that people can relate to. But how can you integrate it into your content marketing strategy effectively?

Know Your Audience

Before you can put together a video that will be relevant to your audience, you need to know precisely who that audience is. It’s important not to try to appeal to everyone – instead, figure out your archetypal customer. Two tools to help you do this are Sally Hogsheads 7 triggers of fascination and a simple guide to creating a customer persona. This’ll smooth out the rest of the process, because it’s much easier to figure out what to say to one person than to 1000.

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★ How To Integrate Video Into A Robust Content Marketing Strategy

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Marketing Tips for eRetailers

Episode 4 of Pet Professional series web show, “Your Pet Business.” Marketing Tips for eRetailers questions answered by pet business experts, Robbin & Joe Everrett, radio hosts of Pets Teach Us So Much.

Also featuring Seth Kammueler, co-owner of Perry Dog, as the featured new pet business. Host is Andrea Fischetti from Chicago Pet Video. For more information and other episodes, visit: www.chicagopetvideo.com

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