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October 2012 Issue

 


Fitness Article:

You’ve Lost The Weight Now Stand Up Straight™
By Joseph Ventura D.C. (National Posture Institute)

Your client/patient has been wildly successful in completing a weight loss program. Perhaps the weight loss was combined with a little “nip & tuck” to help complete the transformation. But talk with many of your weight loss clients and you will find that there is still a lingering disappointment they can’t quite put their finger on. The problem is they still see the same person in the mirror and it’s preventing the return of the self-confidence they thought was buried under the fat.

Weight gain from a pregnancy, over-indulgence or medical issues causes ligaments and tendons to stretch and lose elasticity. This weight gain usually changes the body’s center of gravity and causes poor posture.

The postural changes are very predictable and will cause a person’s posture to shift from the picture on the far left to the picture on the near left. This posture profile is commonly known as Forward Head Posture (FHP) because the head rests forward of the shoulders. Several major studies have shown the relationship between FHP and overall health and performance. Some of these studies are provided at the end of this letter.

The reason this is important for your patients, is that FHP is not self-correcting. The muscles, tendons and ligaments, once stretched, do not snap back into place simply because the excess weight is gone. FHP affects over 100 joints, dozens of muscles, taxes the body’s balance system, can reduce lung and heart capacity and affect athletic performance. It can cause injuries to happen sooner and take longer to heal. AND, it can be the reason a patient’s self-confidence isn’t 100%. They see their past image in the mirror in the form of their still poor posture.

As you can see in the picture on the left, the patient has lost a substantial amount of weight. Notice anything else?

Using sophisticated posture analysis software, the patient’s posture profile was analyzed and a Posture Number™ was generated. The Posture Number calculates the total deviations of five anatomical landmarks from normal: The higher the number the greater the deviations.
The Posture Number in the pictures has barely changed even though a great deal of weight has been removed from the client’s body. This is seen over and over again in analyzing pre and post pictures.

 

 

 

A Word from the National Posture Institute (www.npionline.org)
When poor posture is established due to the reasons Dr. Ventura has discussed above, it’s time for YOU to help your clients identify and correct their poor posture. Correcting posture begins with a digital/picture analysis, which will help clients to be aware of their posture status. Then, you can sit down and discuss with your clients about their posture issues and potential damages it could cause if not improved; eventually design a series of personalized exercises to improve their posture. But, your job isn’t done yet; periodically you should meet with your clients, take a picture of their current posture and compare it with the old ones to let them know their progress. If it’s needed, make any modifications along the way to help your clients feel comfortable and confident with their posture improvement.

About the Author: Dr. Joseph Ventura, one of the National Posture Institute's Board of Advisors, began his practice of sports injuries in 1978. He has treated numerous high school, college and professional athletes, and was the team physician for a local community college and high school. He was also one of the treating physicians at the U.S. Open Tennis tournament in 1985.

References:
SPINE, 2005
• “All measures of health status showed significantly poorer scores as C7 plumb line deviation increased.”
Journal of the American Geriatrics Society, 2004
• “Older men and women with hyperkyphotic posture have higher mortality rates.”
American Journal of Pain Management, 1994
• “Spinal pain, headache, mood, blood pressure, pulse, and lung capacity are among the functions most easily influenced by posture.”
Archives of Internal Medicine 2007 - Loss of Height Linked To Heart Disease And Early Death
• “Height loss was associated with a 42% increased risk of coronary events such as heart attacks, even in men who had no history of cardiovascular disease.”

The National Posture Institute (NPI) is an educational and certificate organization that provides health and fitness educational programs, public outreach, corporate wellness, and professional certificate programs for allied health/medical/fitness professionals to become Certified Posture Specialists™ (CPS™) , Certified Resistance Training Professionals™ (RTP™), and Certified Goniometry Specialists™ (CGS™).
The National Posture Institute addresses the following five distinct areas to achieve its mission:

1. Certificate Programs and CEC/CEU Workshops - Educating personal trainers, fitness professionals, athletic trainers, and allied health/medical professionals to become Certified Posture Specialists™ (CPS™), Certified Resistance Training Professionals™ (RTP™), and Certified Goniometry Specialists™ (CGS™). NPI has created online courses/certificate programs and onsite workshops that provide CECs/CEUs for personal trainers, athletic trainers, RDs, physical therapists, and others.

2. NPI Affiliate Program- Providing Health Clubs/Allied Health-Medical Facilities successful business solutions through the integration of NPI's certificate and Posture-Body Alignment Assessment Program to retain and build a large client/patient/membership base as an NPI Affiliate.

3. Colleges/Universities- Offering NPI's certificate and CEC workshops to students at colleges or universities with two/four-year degrees and graduate programs in exercise science, personal fitness training, physical therapy, athletic training, and/or other related allied health/medical program.

4. Public Education- Educating and training individual consumers, the public, employers, companies, school systems, organizations, and the community, on proper posture, body alignment, and exercise movements through our Public Posture Education Programs™.

5. Research- Funding research awards focusing on posture and body alignment in relation to assessments, exercise movements, injury prevention, balance, sports performance, physiology, special populations, and ergonomics.

We invite you to visit the National Posture Institute's Website: http://www.npionline.org >>>


Health Article:

What Exactly is a Calorie?
by: Declan Condron

Calories; they are everywhere these days. We count them, consume them, and cut them. Whenever anyone mentions food or exercise, the main topic is always about how many calories did you eat or burn. But if asked, I doubt few people would actually know what a calorie really is. Most would probably say something like "aren't they an ingredient in food that makes me fat?"

A calorie is basically a unit of energy, or more accurately, a unit of heat. It was first defined by French physicist Nicolas Clément in about 1824. It was originally used as a way to measure heat which has since been replaced by the joule. It is now commonly used as a unit of food energy. This is where the term "burning calories" come from.

There are actually two classes of calorie; a small calorie (cal) which is the energy needed to increase 1g of water by 1ºC, and a large calorie or food calorie (kcal), which is the energy needed to increase 1kg of water by 1ºC.

Although most often times associated with food, calorie measurements can be applied to anything that contains energy. For example a gallon of gasoline contains about 31,000,000 calories.

We get our energy from consuming all different types of food and break it all down during digestion to release the energy. The number of calories in a specific type of food relates to the amount of energy that can be acquired from it. In general, 1g of fat contains 9 kcals and a 1g of carbohydrate or protein contains about 4 kcals of energy each.

We all require a certain amount of energy to survive. There are hundreds of processes going on inside our bodies all day, every day, most of which we don't even know about that all require energy. Our brain, heart, lungs, muscular and nervous systems are constantly functioning, even while we sleep or lie on the couch watching TV. All of this requires energy, which we calculate in calories.

We also have something called our Resting Metabolic Rate (RMR), which is the minimum number of calories needed to survive. This varies greatly depending on age, gender, weight and muscle mass. This RMR does not take into account any activity of daily living or exercise. The average adult has a RMR of between 1000-1400 calories just to survive.

If you increase your food intake and hence your caloric intake past a point of what you require for your RMR, these extra calories are stored as a couple of different forms of energy in a few places in the body. One form is glycogen which is stored mostly in the liver and is an immediate source of energy that can be quickly and easily tapped into. Another form of this extra energy is fat, which is stored in many fat sites around the body. Fat stores are a little harder to tap into and take longer to convert to energy than glycogen, but are ultimately a richer source of energy.

This brings us to the all-important Caloric Balance, which is a very basic equation of calories in versus calories out. To be in perfect or equal caloric balance, you need to burn the same amount of calories that you consume per day. If you are in a positive caloric balance then the extra calories you consume are stored and you gain weight. If you are in a negative caloric balance then you are burning more calories than you are consuming and will lose weight. Simple, right?

There is another factor than can play a major role in caloric balance; exercise. Remember your RMR does not include your activity or exercise. So increasing your activity or exercise levels will increase your daily energy requirements and can have a big effect on your caloric balance and your RMR.

To really affect a negative caloric balance, a combination of both reduced caloric intake and increased daily activity or exercise is the best option. Therefore, diet or exercise alone will unfortunately not cut it –you really need a good combination or balance of both.

Abour Declan Condron:
Declan is PumpOne's exercise physiologist and has been in the fitness industry for over 15 years. He has worked as a Strength and Conditioning Coach, Physical Education Instructor and Fitness Manager, Personal Training Manager and Personal Trainer. Declan holds a M.S. and B.S. degree in Exercise Physiology from Southern Connecticut State University and Hofstra University respectively. He completed his internship for his B.S. degree in Cardiac Rehabilitation at a Long Island Hospital. He completed his internship for his M.S. degree in Sports Strength and Conditioning at Yale University. Declan is also a Certified Strength and Conditioning Specialist (CSCS) through the National Strength and Conditioning Association (NSCA), as well as a Certified Olympic Weightlifting Coach through the United States Weightlifting Association (USAW).

Visit Declan's Great Website: http://www.pumpone.com


Professional of the Month:

FRED HOFFMAN, M.ED.
(Award-Winning Speaker, Author and International Fitness and Spa Consultant)

Fred, the author of Going Global: An Expert’s Guide to Working Abroad in the International Fitness Industry and the recipient of the 2007 IDEA Fitness Instructor of the Year Award, has been working in the fitness and health industry for thirty years. A registered respiratory therapist, he holds a Masters Degree in Health Education and is certified by the American College of Sports Medicine and the American Council on Exercise.

Fred is the owner of Fitness Resources, an education and consultancy company, which specializes in helping US-based companies with the launch, rollout and market development for their educational programs and/or products.

The former International Education Development Director for Qignition (Batuka), Fred was previously the Director of International Services for Club Synergy Group, a network of award-winning specialists in the health club and spa industries.

Since 1991 he has worked with Reebok in several capacities including Fitness Marketing Consultant, Team Manager and National Master Trainer for Reebok France, and Global Master Trainer for Reebok International. Fred is also a Master Trainer for BOSU, TRX and Gliding. He served a four-year term on the IDEA Group Fitness Membership Committee, and is currently a member of the ACSM Health & Fitness Summit Program Committee.

In 2006 and 2005 Fred held the position of Fitness and Lifestyle Director for Buddha-bar Spa, where he played an integral role in the development of the company's first Spa. In 2004 Fred completed a 7-month mission in Moscow as the Fitness Director for the Reebok Sports Clubs in Russia.

Fred’s enthusiasm and expertise has taken him to nearly 50 countries on six continents to speak at over 200 conferences and conventions, present workshops and master classes, conduct staff training, and serve as a consultant on various projects. He has authored numerous articles, and has appeared in over 130 international journals, magazines and newspapers. Fred is a four-time finalist for the ACE Group Fitness Instructor of the Year Achievement Award, and in 2001 was elected to the International Who's Who of Professionals.

You can reach Fred at: http://www.fredhoffman.com
Facebook: facebook.com/fred.hoffman
Twitter: fredhoffmanfit


Workout of the Month:

60 Minutes of Ashtanga Yoga

By RealFit.tv (Kate Teresi)

Ashtanga Yoga is a system of yoga transmitted to the modern world by Sri K. Pattabhi Jois (1915-2009). This method of yoga involves synchronizing the breath with a progressive series of postures—a process producing intense internal heat and a profuse, purifying sweat that detoxifies muscles and organs. Kate Teresi leads you through a 60-minute practice that will result in improved circulation, a light and strong body, and a calm mind. Enjoy!

Check out the RealFit.tv website for more great info.


Kids Health & Fitness:

Back To School Breakfast
By Susan Weiner, R.D., M.S., C.D.E., C.D.N.

The beginning of the school year is exciting and hectic. Morning minutes skip by as outfits are chosen and book bags are re-checked for daily supplies. Does your child complain that they aren’t hungry in the morning or don’t have time to eat? Breakfast must be a part of your son or daughter’s morning routine. Without the proper fuel to start the day, learning will take a back seat to hunger. Eating a healthy breakfast has been shown to improve academic performance.

I’ve heard every excuse in the book for skipping breakfast. If you child isn’t hungry in the morning, chances are that they are eating too much after dinner. Do they eat a few extra snacks at night? Offer your child a healthy snack after dinner. This will help persuade them to eat breakfast in the morning.

No Time?
Make sure your child selects an outfit for the morning the night before. Ask your youngster to leave his or her clothing out (including undergarments and shoes) before going to bed. This will take the pressure off trying on various outfits in the morning. Whether or not your youngster wears a uniform to school she or he will feel more relaxed about the morning if their clothing is clean and already selected.

Tips for including breakfast:
» Set an example. Eat breakfast with you child. As a parent or caregiver it’s extremely important to lead by example. If you ask you ask your child to eat a well balanced meal while you eat a cupcake for breakfast, chances are they will refuse.
» Discuss breakfast choices the night before. If your child knows that you expect them to eat breakfast in the morning, they will be more likely to agree to eat before school.
» Help your child with time management. Offer to wake them up (or set their alarm clock) five to ten minutes earlier so they have time to eat breakfast. Most children will not give up “a morning grooming routine” to eat a balanced breakfast.
» Offer healthy breakfast options. If your child enjoys eggs, keep hard boiled eggs in the refrigerator and pair it with a slice of whole grain toast and peanut butter for a quick meal. During the colder months hot oatmeal with sliced almonds and banana is a delicious way to start the morning. Most kids enjoy low sugar whole grain cereal with low fat milk. Top off the cereal with walnuts and berries. Yummy!
» Avoid sugary or low nutrient dense breakfasts such as donuts or cake. If you son or daughter knows that junk food is available in the morning, they will be less likely to agree to healthier options.

The Reward: Eating a well balanced breakfast will help your child pay attention in the classroom.

Susan Weiner, R.D., M.S., C.D.E., C.D.N.
Registered Dietitian and Certified Diabetes Educator
www.susanweinernutrition.com
http://www.susanweinernutrition.com/nutrition-blog/
http://twitter.com/susangweiner
http://www.linkedin.com/in/susanweinernutrition
http://www.facebook.com/SusanWeinerNutrition


Recipe of the Month:

Parsnip Vichyssoise With Apple Horseradish Oil &
Roasted Shitake Chips
(Yields 6 portions / Video Demo)

(Recipe provided by The Culinary Institute of America)

 

Ingredients

ROASTED SHITAKE CHIPS
Shiitake mushrooms, thinly sliced - ¼ cup
Canola oil - 1 Tbsp.

PARSNIP VICHYSSOISE
Canola oil - 3 Tbsp.
Onion, chopped - ½ cup
Celery, chopped - ½ cup
Parsnips, peeled, sliced - ¼ inch thick (1½ lb.)
Garlic, minced - 2 Tbsp
Leeks, whites only, chopped - 6
White wine - 1 cup
Yukon gold potatoes, peeled, cut 1 inch (½ lb.)
Chicken stock or water - 2 qt.
Salt and pepper to taste
Heavy cream 1+ cup
Lemon juice - as needed

APPLE HORSERADISH OIL
Braeburn apple, finely julienned- ½ cup
Horseradish, freshly grated - 1 tsp.
Canola oil - ½ cup
Salt to taste
Chives, thinly sliced - 1 Tbsp.

Method
1. For the Roasted Shiitake Chips: Toss the shiitake mushrooms with 1 Tbsp. of canola oil. Place in a single layer on a Silpat mat. Cover with a piece of parchment paper and another sheet pan. Bake in a 250°F oven until golden brown and crisp, approximately 30 to 45 minutes. Set aside for garnish.

2. For the Parsnip Vichyssoise: In a heavy-bottomed pot, heat 3 tablespoons of canola oil. Add the onions, celery, parsnips and garlic and sweat the vegetables on a low flame, covered, until translucent, about 5 minutes. Add the leeks and cook another 5 minutes. Pour in the wine and cook until dry. Add the potatoes and cover with chicken stock or water. Salt and pepper to taste. Let simmer over medium heat for about 30 minutes. When the vegetables are tender, blend until smooth using an immersion blender. Stir in the heavy cream and adjust the seasoning with salt, pepper, and lemon juice.

3. For the Apple Horseradish Oil: Combine the apple, horseradish, and canola oil. Season with salt.

4. To serve: Top each hot bowl of soup with a little bit of the apple mixture, lean a shiitake chip on top, and sprinkle with chives.

Click HERE to Watch the Video Preparation of this Great Recipe >>>


The Culinary Institute of America
The Culinary Institute of America (CIA) is a private, not-for-profit college dedicated to providing the world's best professional culinary education. Excellence, leadership, professionalism, ethics, and respect for diversity are the core values that guide our efforts. We teach our students the general knowledge and specific skills necessary to live successful lives and to grow into positions of influence and leadership in their chosen profession. (Support the Culinary Institute of America)


Campus Corner:

Stress Management
by: New Jersey Institute of Technology (The Center for Academic and Personal Enrichment - CAPE )

Attitude is everything: We can’t always control events that happen; we can control what we think about the event, which in turn shapes our feelings. Stay Positive.

Healthy Eating is Crucial: Health eating habits and good nutrition increases our physical , mental, and emotional stamina. When fueling the body with healthy foods, we boost our immune system, help maintain healthy weight, and aid us in feeling better about ourselves.

Sleep: Consistent sleep is vital for a healthy life. Sleep is as important as good nutrition and sufficient exercise when preparing for peak performance.

Physical Activity Works: Physical activity offers immediate stress relief as well as long term stress management. Just 20-30 minutes of walking a day can give us more energy, help us put things in perspective, boost self confidence, enhance our ability to sleep, and sharpen mental output.

Healthy Relationships: Changes in our personal relationships can be a source of stress and may lead to social isolation.
Communicate: Talk to a person you trust (roommate, friend, teacher, advisor, family member, or significant other). We all need someone to listen.

Time Management: Sometimes all the things we have to do can seem overwhelming. Learning time management skills can make work, play, and study more manageable, more productive and less stressful.

Alcohol, Tobacco, & Drugs: Alcohol and other drug use can lead to many problems that can add stress to our lives. Make good choices about your health and wellbeing.

Money Management: Establish a budget and stick to it. Avoid credit card debt.

Spirituality: Strive to find personal meaning in your live.

Go To Class!!! It is vital you attend every class, meeting and lab. When you don’t understand a concept, be proactive and ask the professor.

Humor: Laughter is often the best medicine. Learn to laugh at yourself and share laughter with friends.

Additional Stress Reduction: Become aware of your own reactions to stress. Reinforce positive self statements. Focus on your good qualities and positive accomplishments. Recognize and accept your limitations; all of us are unique and different. Develop a hobby or two – relax and have fun. Plan ahead. Set realistic goals. Set priorities. Practice techniques to help you relax, such as slow breathing exercises.

Visit the New Jersey Institute of Technology CAPE website: www.njit.edu/cape

For information about tutoring services, stop by the CAPE office on the campus of New Jersey Institute of Technology - Kupfrian 200 (call 973-596-6470 or email to cape@njit.edu


Health & Fitness Business:

Four Steps to a Simpler Financial Life.
Submitted by: Frank Rotella (Financial Advisor at LPL Financial) 

For many Americans, financial life seems to be getting more and more complicated. Perhaps that's because more workers bear responsibility for their own retirement savings thanks to the proliferation of 401(k) and other plans. Or maybe it's because there's so much information and so many investment choices to sort through. Whatever the case, here are some suggestions that may help to simplify your financial life.

1. Start with a Plan
A little time spent planning now can benefit you later. First, determine short-term financial goals. Do you want to purchase a home in five years? Are your kids heading off to college soon? Is buying a car a top priority next year? Next, think about long-term goals, such as saving for retirement and, if your children are young, college expenses. Estimate how much money you'll need to meet each of these goals.

2. Build a Better Budget
Next, look at your current monthly net income and then set up a budget. Creating a budget allows you to see exactly where all your money goes and to determine where you can scale back. After making cuts, invest that money to help pursue your financial goals.

3. Invest Systematically
You can take time and guesswork out of investing with a systematic investing program. With mutual funds, for example, you can make arrangements to automatically invest a specific amount of money on a regular (e.g., monthly) basis, a strategy also known as dollar cost averaging.* In addition to making investing easier, dollar cost averaging could potentially save you money. You'll buy more shares when prices are low and fewer shares when they're high. Over time, the average cost you pay for the shares may be less than the average price.

4. Rely on an Investment Professional
While the financial world is far more complex than it was just a few years ago, you don't have to go it alone. Think about tapping into your investment professional's expertise before making any major change in your investments. He or she can help you to evaluate how new tax rules and changing market conditions may affect your portfolio and, in turn, your financial goals.

Frank Rotella is a Financial Advisor with LPL Financial (LPL Financial Member FINRA/SIPC ). frank.rotella@lpl.com
Securities and advisory services offered through LPL Financial, A Registered Investment Advisor – Member FINRA and SIPC. (www.finra.orgwww.sipc.org)

*Dollar cost averaging involves regular, periodic investments in securities regardless of price levels. You should consider your financial ability to continue purchasing shares through periods of high and low prices. This plan does not assure a profit and does not protect against loss in declining markets.

© 2011 Standard & Poor's Financial Communications.


Did You Know?

The Six Pack & Low Back Pain
by: The Body Shop (Paul Castellano)

Are you one of the millions of Americans who suffer from low back pain? Nothing you have tried makes it go away completely. Exercise seems to make it better, but the pain still lingers. Docs have come up with some fancy words for the pain to which rest, pills, shots, and surgeries are prescribed. ALL of these options are TEMPORARY masks targeting the symptoms, and in many cases compounding the problem.

Whatever the reason given, it all boils down to an imbalanced, dysfunctional body putting tremendous strain on weak lower back muscles. Period. Step one for all back pain is to mobilize and strengthen the LPH (lumbo-pelvic-hip) Complex.

Would you be shocked if I said that crunches actually do more to endorse the pain? We know that having a strong stomach supports the back, and crunches do strengthen the stomach, so how is it exactly that they cause pain?

Well, when you think about it, our bodies are in a “slumped” position all day. Long days at the computer leave our shoulders raised and rounded forward, flexing (bending) the spine. Why then do we want to do an exercise that reinforces this poor posture?

We do them because we are trying to crunch our way to a “six pack”. But having a “six pack” is not indicative of having a strong “Core” or a supported lower back. The rectus abdominals (“six pack” muscles), accelerate this spinal flexion posture, and they need to be stretched, and not strengthened. (For more information on this dysfunctional posture plaguing our nation, read my article entitled, “The American Way”).

Our stomach work needs to focus on the neglected muscles responsible for performing spinal extension (straighten), lateral flexion (side to side), and the “tuck” (drawing-in maneuver)

Let us begin with the “tuck”. This movement stretches the notoriously tight hip flexors and lower back by strengthening the transverse abdominals (muscles that pull your belly button to your spine and support it during movement) and the butt. If you find that getting a full “tuck” is extremely difficult or impossible, it simply means that your imbalances are strong, and you are in need of a corrective strategy for this region.

The reverse crunch accelerates spinal extension, and stretches the “six pack” muscles by strengthening the muscles of the spine and lower back. In order to perform this exercise correctly, you must have both mastered, and be holding the “tuck” position. If you are not holding your belly button tight to your spine, then this movement will be quite uncomfortable and you may feel a “pinch” in the lower back.

A simple exercise to balance lateral flexion is the “hip slide”. Again, holding the “tuck” will support the spine and allow you to feel this in the targeted muscles of the sides (quadrus lamorum, internal/external obliques).

Since the purpose of these muscles is to “stabilize” the spine, the key is to start slow and concentrate on the isometric contraction (hold). Hold each rep for 3-5 seconds, trying to obtain a harder contraction with each successive repetition. You will have significantly improved your strength when you can do 3 sets of 20 controlled reps for each of these 3 exercises. However, I am more interested in you performing 5 concentrated reps correctly, than I am 20 sloppily. Work your way up. Stop when your performance feels forced. The idea is not to “get through” the exercise, but to tax the targeted muscles.

These exercises performed correctly will activate your entire muscular system, and will strengthen your entire posterior chain (backside). For instructional videos on how to optimally perform these movements, visit www.youtube.com/user/pcastellano777. Watch and practice the “tuck” first, then the “reverse crunch”, and finally the “hip slide”.

Paul is a 31year old health and fitness specialist who is passionate about his unique Gift and Calling in this industry. He has been educating people about their bodies for 10 years. Paul is certified through NASM-CPT, PES,CES and his specialty is joint and muscle aches and pains, and injury prevention and recovery. Paul's mission is to empower individuals of any age, at any level, with any goal, and with any injury, to take personal responsibility for their own bodies. True healing is achieved simply by making people “aware” of their own bodies, with its muscle imbalances and movement compensations. Teaching people how to “use” their bodies, purposely, to perform daily activities, burns calories, builds muscle, relieves pain, reduces unnecessary physical stress and fatigue, and improves posture, mood, energy levels, productivity, and overall health. Check out Paul's website, blog and facebook page below.

Paul Castellano (Thee body Shop)
E mail: Paul@theebodyshop.com
W ebsite: http://www.theebodyshop.com
Blog: http://www.theebodyshop.blogspot.com
F acebook: thee body shop patrol
phone: 210-602-5114


Q& A Section:

QUESTION & ANSWER:
How can Businesses use YouTube to Generate leads, Awareness and Customers?

Answered by: Robert Weiss
(President of MultiVision Digital Productions)

Business decision makers LOVE online video. More and more executive are watching online business videos at work, statistics reporting that over 52% of executives watch work related videos in YouTube on a weekly basis, because it gives them the most amount of information in the shortest amount time.

Many businesses owners and corporate marketers realize the power of marketing with online video [http://www.nyccorporatevideoproduction.com/marketing-video-production.html] on YouTube, the web’s 2nd largest search engine, but are not sure how to get started.

With over 400 years of online video content on YouTube, it might be harder than ever to break through and gain top ranking for your videos, but a consistent VSEO strategy, that includes research and content, can improve rankings, brand visibility and drive create qualified leads for your business. And businesses have a lot to gain from strong YouTube rankings. A successful YouTube marketing campaign will appeal to the 60% of business executives who would watch an online video before reading text (Forbes Insight Study, Dec 2010). And convert leads into sales from the 40% of people who will visit a company’s website or contact a company via phone after watching a video (eMarketer, Jan 2011).

A well-executed and high quality YouTube video marketing [http://www.nyccorporatevideoproduction.com/marketing-video-production/youtube-marketing.html] strategy will drive new business opportunities by improving your search algorithm rankings to catapult you ahead of your competition and give you ongoing investment returns to your online video production [http://www.nyccorporatevideoproduction.com/online-video-production-services.html].

Now is the perfect time to establish your firm’s YouTube presence and ensure that your content rises above your competition with these simple steps.

OPTIMIZE THE VIDEO TITLE
The title of your video is the most important element for video optimization and critical to it being found. Perform some preliminary video keyword research and add them to the title. If you have older videos, go back and optimize your video tags and metadata to reflect changes in your keyword strategy.

INCLUDE URLs IN YOUR DESCRIPTION
This will improve your YouTube algorithm rankings and make it easy for viewers to get more relevant content. Adding at least three URLs in your video SEO rich description. Your homepage URL (ex, http://www.yourdomanin.com), link to product or category landing pages, other videos in your channel and/or a link to your Subscribe button (see direct Subscribe link TIP! below).

CREATE YOUTUBE PLAYLISTS
Organize similar videos in to sets, or playlists. Create YouTube playlists [http://www.youtube.com/playlist?list=PL62BD1AB9AC26ADA9] based on highly searched keywords, viewer interest or topics and follow best SEO practices when writing your title and description.

COORDINATE DESCRIPTION AND TAGS WITH CONTEXTUAL SEO
Add your most important keywords at the beginning of your description and within your tags. These should be consistent with the Title of your video and textual SEO keywords on your website to produce best video marketing results. YouTube is always changing their algorithms, but at the time of this publication 15 - 20 VSEO keyword phrase tags are optimal.

DIRECT VIEWERS TO TAKE ACTION
Depending on your goals, direct viewers towards actions you want them to take - Likes, Sharing Comments, Subscribing or website traffic. YouTube loves when viewers interact with your content and these actions are key algorithm metrics to get your videos higher search engine rankings.

In the pre-production process, think about making a “YouTube only version” of your videos that include call YouTube’s functionality for Likes, Comments, Sharing and Subscribing.

TIP! ? Get subscribers automatically. Use following link structure to automatically subscribe viewers to your channel -
http://www.youtube.com/subscription_center?add_user=USERNAME for example
http://www.youtube.com/subscription_center?add_user=MVProductionsNYC

Just like any sound SEO strategy, getting found on YouTube takes research, time and consistency. Now is the perfect time to establish your firm’s YouTube presence and ensure that your content rises above the crowd.

Robert Weiss
President | MultiVision Digital Productions

Subscribe to our YouTube channel for business video examples --> http://www.youtube.com/subscription_center?add_user=MVProductionsNYC
Connect on LinkedIn - http://www.linkedin.com/in/robertweissnyc
Phone - 646.319.8609
www.nyccorporatevideomarketing.com


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