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Improving Your Marketing Strategy

image of video camera for business video

Marketing: Get Creative!

If you’re creating a marketing strategy, you have likely thought about the website and possible videos to display. Video has become the hot thing to do! If you’re a small or large business not using video, listen up! We have a few tips to share about how to improve your marketing strategy. We know that text is the gold standard in conveying and sharing information. We do it all the time. Between text messages, website text, emails, etc., this has been the traditional way we share information with each other. That’s about to change. We’re seeing video pop up more and more on our social media feeds. We’re seeing video billboards. We’re seeing ads pop up on websites that are…what else? Video. The reason this is happening is because video is more engaging and the effect on the viewer is longer lasting. The other reason this is happening is because viewers can easily digest the information being shared. If you’re handed an owners manual or a video link, which would you use to learn how something new? We’d guess a link would be your choice.

Strategy: How Long Should My Video Be?

Given the above, how long should videos be? We’ve talked about this before in a previous post. Since the attention span of viewers is relatively short, we recommend your video be short. Short means different things to different people, so when we say short, we mean approximately 60 seconds for some and 90 seconds for others. Think about Twitter, SnapChat, Vine…all of those platforms force us to keep it short and to the point. Besides, don’t you like to learn something quickly and move on? That doesn’t mean that longer videos should never be used. Longer videos should be used when appropriate, such as, client testimonials, office tours, or any time it really takes a little longer than 60 seconds to say what needs to be said.

How to Make Your Video Better

Tell stories. People love to listen to stories. Interestingly, videos that tell a story get watched more often than those that don’t. Videos that tell a story and move you emotionally are the ones that get shared most. For example, Samsung created and posted this ad for their new service for the hearing impaired. We shared these because we care about the message and want others to see it.

Think “What Should the Viewer Do Next?”

At the end, are people left wondering, what was the point? Should I click on something? Should I share it? Or did I just waste some of my valuable time? More than likely, you have some form of call to action that you want your viewer to take. Don’t be shy about asking them to do it. Whether it’s “Donate Now” or “Call Us Today,” there should be some call to action so the viewer knows exactly what to do and why they watched the video.

Video SEO

I hope you realize by now that you must optimize your videos to get the most traction with Google and other search engines. Believe it or not you can insert transcriptions into your videos on YouTube…and it’s extremely easy. In fact, YouTube does it for you… automatically. The reason this is important is because these words are like the text on a website. This is where the keywords that are spoken are converted to text and indexed as keywords. If you want to optimize your video for search (for both Google and YouTube…the number 1 and 2 search engines on the planet), you should create a transcription in your videos. These are just a few tips that we hope will help you create and get the most out of your video. If you have any questions, feel free to give us a call.

 

Related Articles: 

Hotel Video Production Marketing Strategy

5 Reasons To Include Video in Your Marketing Plan & Strategy

Marketing Strategy

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How to Dress for a Video Shoot

red shirt

How to Dress for a Video Shoot

One of the last questions we get, and usually the day before the shoot, is “What do I wear?” That is an important question…so much so, we’ve created a PDF helping our clients with this problem. We thought it might also make a great blog post for those who haven’t hired us for video production but still want to look good on camera!

What to Wear on Camera

  • Bright & Warm Solids. Bright, warm, solid colors are the best. If you wonder which colors work best, think teal, coral, purple, even orange. These colors pop on screen and make you look your best. Pick colors that pop rather than light colored tops that may blend in with the background. Here’s an example of just the right colors:

  • Avoid Wearing Black, Bright Red, or Bright White. If you have ever seen an interview on television where the person was wearing black, you might remember that their clothing became difficult to see or define…such as a jacket lapel that disappeared. Wearing white usually washes out too much, especially if you’re shooting in front of a white screen. Red bleeds on screen. In person it looks nice, but the screen and the color red are not friendly together. If you’re going to be in front of a green screen, you MUST avoid greens, or you’ll disappear with the rest of the background!
  • Avoid Patterns. Patterns that are busy like checks and herringbone do not do well on screen. Much like the color red, a busy pattern will look like it is ‘buzzing’ on screen. You don’t want your clothing to take away from what you are saying, so avoid these items. A lot can be fixed in post production, but this is one area we cannot. Keep this in mind.
  • Dress as if You Were Meeting an Important Client. If you are a banker, that would mean a suit. If you are a plumber, you might consider a golf or polo shirt. Think of your most important prospect and assume they’ll be watching you.
  • Jewelry. Avoid jewelry if you can. Dangling earrings, necklaces, or bracelets often make noise. You’re used to the noise, so you probably don’t even hear it any more; however, the camera will pick it up. It will sound annoying to the viewer, so avoid it if you can. You can wear stud earrings or a flat laying necklace…but avoid bracelets.
  • Hair and Makeup Should be “You, plus 10%.” This means wear just a little more than you normally would. Additionally, lipstick is a MUST even if you don’t wear it everyday. Wear makeup you’re comfortable with, but add that 10% for the best look on camera! Remember to consider your skin tone and if you have questions, ask your producer.
  • Bring Options. Not sure if what you want to wear will work? Bring it with you to the shoot. Your producer can help you make a final selection and ensure you look your best. If you’re doing multiple videos, consider wearing a couple of outfits so it doesn’t look like you shot all of them at the same time. However, if you are shooting video that you want to keep a consistent look across every video, feel free to wear the same thing.

These tips should help you determine what to wear when you have to be on camera. If you know you’ll be in front of a camera, use this post to help you decide what to wear. Remember, video is a little different than real life. By following these rules, you can look your best on every video.

If you have any questions, please feel free to contact us directly or post your question in the comments below.

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4 Suggestions to Hiring a Video Production Company

video camera used at a football game

We get called frequently to create videos for potential clients. We are asked many of the same questions. But when it comes to hiring a video production company, asking the right questions and investing a little time will be worth the effort. You’ll end up with a much better resulting video that will professionally position your company. Choosing a production company can be a delicate process because, many times, you’re asked to pay up front for something that doesn’t even exist yet.

What to Consider When Hiring a Video Production Company

Listed in this blog posting are a few insider tips to finding a production company that can produce the high-quality video your business deserves.

  1. Demo Reel – Don’t Be Fooled! Many production companies create a great demo reel on their homepage. Usually it is just about two or three minutes long showing you snippets from multiple projects they’ve worked on. Looks cool. Looks like they can produce a great product…but the real question is, “What does the finished product look like?” Your video isn’t being created to just be pretty or cool, it’s created to effectively communicate a specific message you’ve created. You’ll want to dig a little deeper into the project to find out what the client was trying to create and the message they were trying to communicate. If you can’t find the finished product (red flag!), you might want to keep looking.
  2. Recent Projects. While we don’t always update our website as soon as we’ve completed a project (admittedly, we probably do this two or three times a year), if you can’t find a single recent project that was completed in the past few months, you’re probably dealing with someone who isn’t doing this type of work full time or isn’t very detailed in their business. Take a few minutes to visit their social media pages to see what their most recent works look like. Recent projects usually show you exactly what they can do and as well as show you their strengths.
  3. Get Quotes. While we don’t enjoy being shopped around, we also know that when we are shopped around, we’ll do well. Last year, we assessed our pricing to determine if we were in line with the market. We sent out a fake RFP (through a friend’s company) to see how other companies would bid on a project. What we found was shocking! We found that for the same project, bids were between $800 and $20,000! That’s a pretty big delta! When evaluating who to work with, think about the value you’ll receive (that doesn’t mean cheapest or most expensive) and the one with the best value is the one you should choose.
  4. You Usually Get What You Pay For. You can hire someone at any price to create your video. If you want to be on the upper end of the scale above ($20,000), you can find someone to charge you for that and probably wow you with their equipment and style. If you want to be on the lower end of the scale above ($800), you can find some college student or someone newer to the industry who is trying to build up his or her portfolio to produce your video. Keep in mind that professionals that require higher rates can do so because they are confident in their product and have enough experience to make your video stand out from the rest.

Keep in mind, these are recommendations we have when you’re trying to find a video production company. You may have other thoughts. If you do, or if you have questions, we’d love to answer them in the comment section. Feel free to post a question or comment below. Until then, good luck in your search!

Source: Jager, J. (2015). 4 Tips for Hiring a Great Video Production Company. Entrepreneur Magazine Online. Retrieved from http://www.entrepreneur.com/article/243236 on April 24, 2015.

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3 Types of Business Video To Have This Year

How Long Should a Business Video Be, video camera and lens

Business Video: Make 2017 a Video Year – Stay On Trend!

First of all, we know that business video has made a HUGE stride in this past year. You can’t scroll through Facebook, LinkedIn, or a site like CNN without seeing ads with video. Having the right kind of business video for that medium is critical. This article isn’t about that type of video; however, it is about the three most important business videos you should have on your website. When reading the three types below, think, “What does my prospective client want to know?” Then ask yourself, “Do these three business videos answer their questions?” I’ll bet they do.

Company Overview Video

Almost two-thirds of all customers shopping online find a video about the company helpful in making a decision whether to buy from you or not. It can be simple or complex, but it needs to be there. Talk about your mission, why you exist, a founder’s story, or highlight a key employee. This makes your potential customer relate and want to get to know you more. Here’s an example.

Product / Service Demo Video

An informational video about your product or service can be extremely helpful. Is your service a little complicated? Does your product need some explaining? These are questions you can answer very quickly with a Product or Service Demo Video. Support that logic with a full 95% of those making purchases feel that a video is helpful while researching what they should buy.

Customer Testimonial Video: The Best Type of Business Video

Prospective buyers don’t want to feel alone. In fact, they want to see and hear from those who have already purchased from you. Think about the last time you made a purchase on Amazon. Did you read the reviews? Most people do. In fact, most people who read the reviews also make decisions based on what they read in that section. Just remember, don’t promote…let your customer do the talking. Let your prospect connect with your current customer.

Business Video Extra Credit!

And, for extra credit, we’d recommend the video blog series. This is one you have to be ready to put some time into. There are two ways to approach it: (1) Do it yourself using your computer, audio, and desk lamp, or (2) Do it professionally, but cost effectively. We recommend that if you’re going to do this yourself, you do so in batches. If you want to create six video blogs to push out over the next several months, book a professional for a half day and shoot all six. Then, once they’re edited, you can release them like clockwork, something Google and your followers will like. Here’s an example of one of those video blogs now…

Source: Retrieved from http://bit.ly/1BAq9tX

 

 

Related Posts: 

Video Trends of 2021

The Case for Video Content Marketing and SEO Results

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Office Tours – Showcase Your Space!

empty office

Looking For a Video Idea?

If you work in a field where customers come to your office, you probably keep it looking pretty spiffy.  The level of comfort your clients have in your space is likely important to them, and in turn, you. Virtual Office Tours have become really popular on websites for this exact reason.  A potential client can have a look around the office before they schedule an appointment.  If you run a hotel, medical facility, or even a spa, virtual tours are a really valuable selling tool.  Today, most virtual tours are created with still photos and software that “seams” the shots together giving a 3D effect.  It’s a great tool, but we at Plum Productions think it’s a missed opportunity.

A Video Tour Can Do Everything a Virtual Tour Does – With a Much Greater Marketing Impact.

  • Firstly, they’re narrated.  The viewer can actually hear information about the space they’re seeing.
  • Second, in the narration, they can also hear about different services that are provided in the different spaces.  It’s a marketing video and video tour in one.
  • Lastly, if you feature someone prominent from the office, it also becomes a “Meet the Doctor” or “Meet the Staff” video.

Recently, we created a Video Tour for a local medical office. The video was hosted by the doctor, so patients got a look at his beautiful office, and an idea of who would be providing their treatment.  You’ve have to take a look:

Every business looks for ways to save money, and combining an Office Tour, Marketing video and Meet the Staff video is a great deal. Happy Video Marketing! Jenn

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Why Your Trade Show Booth Needs a Video

trade show booth

Trade shows are tough, aren’t they?  So many vendors, so much noise; it can be hard to make your booth stand out.  In fact, we at Plum Productions just exhibited at our first trade show, and we learned a big lesson we’d like to share: video draws visitors to your trade show booth.  It’s true!  An eye-catching video makes it near impossible for someone to walk by without noticing you.  For the best impact, set up a flat screen TV, hook it into your laptop and place it on the table in front of your booth—not behind you.  In a pinch, you can play your video right off your laptop if you don’t have an extra TV handy.  Ours was so effective that we gained several new clients, one of them being a custom video for—you guessed it—an upcoming trade show! As great as trade shows are, you might approach a video for your booth differently than a video on your website.

  • First, chances are the room you’re in will be loud.  Narration on your video might get lost.  You’ll want to make sure your video includes “punch words” or short phrases about your business.  Remember, a trade show video isn’t going to get into the nitty gritty about your services. It just needs to get people to stop and talk to you.
  • Second, go for flash.  Bright colors and quick edits grab attention.
  • Lastly, keep it short.  Remember, it only takes a few seconds for someone to pass your booth.  Keep your video concentrated to the exact information you want a passerby to see.

You can check out the video we created for our new client and see a real life example of an effective trade show video.

Good Luck! If you need any help, let us know!

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I Can Make Your Video For $5

studio setup for shoot

Video for Just $5

WAAAY COOOL!! You mean I can have a 2 minute video created by you, edited and everything for only $5? Awesome! Where can I sign up? So many times it’s the hook that gets us in the door. Unfortunately, a poor experience afterward can make us bitter and unhappy. We believe everyone should have video on their website or YouTube; but, we don’t believe it should look like your brother’s 9 year-old created it with their iPhone. We don’t have a problem with someone wanting to do it themselves; after all, that’s why we created MyVideo101.com, (now JennJager.com) but we also believe it should portray the level of professionalism that the business and it’s owners portray in real life.

Getting stuff for cheap is rewarding…that’s why some people are addicted to shopping;kid frustrated by mistake but cheap isn’t always better. Imagine you found a deal…no a steal…for a brand new iPad while searching online. You found one for $20. Would you buy it? Some would say yes…the risk is low (after all, $20 doesn’t get you far these days). Others would say, “It’s too good to be true, it must be a scam.” While there might be circumstances that warrant the low price (estate sale, estate auction, etc.) many times the buyer gets what they pay for resulting in that bitter and unhappy feeling.

We also don’t believe in the mantra, “High price means better quality.” We think those who charge extra for a product or service just because they’re a little better isn’t right either. But it must be in reason. That’s why when someone asks us how much it costs to make a 30 second video, it’s tough to answer. Things we must consider before we can even remotely tell you what the price is:  Where is the shoot? How many people will be in the testimonial portion? Will there be paid actors/actresses? Will there be narration? …and many, many more question. Each item may add some cost, but the cost will often time result in a much higher quality product.

So, the next time you hear someone say they’re having their cousin create their website video, ask the following question:

  1. “Will the quality of the video reflect the level of professionalism your business requires?”
  2. “How long has he/she been creating videos?” Just out of college, see question 1.
  3. “How long will it take to have the completed video?”

If you or someone you know is looking for a high quality video for a reasonable professional price, let us know! Questions? Ask us in the form below.

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How Do I Create An Event Video?

image of trade show

Event Videos: Not Just For This Year Anymore!

Here’s a question we get frequently:  “We have an event coming up and would like you to record the event so we can use the video to promote next year’s event.”  To that, we respond, “Yes! But why wait!?!”

When we get this question, we often suggest that they don’t have to wait until next year to get that promotional video. Once we know a little about the event, we can create a video that piques interest. For example, if the event was targeting business owners that want to know how to use technology to help them in their businesses, how would you help them understand that before the event? You’d use a video like this:

The first 0:34 seconds is the promotional video followed by the actual event. In this case,  there were three messages that were important in this video: Where you should market your business (mobile), where you must list your business, and what are the helpful mobile apps helpful in business?  The top three reasons you must attend the event.

Marketing an event is important. It takes flyers, postcards, social media, and word-of-mouth…Add video to the mix to help people explain the upcoming event more clearly. When the video is added to the mix in social media (or through QR Codes on printed materials) you give people the method to share what the event is without losing the quality of the message. It’s like that old telephone game… you tell me, I tell someone else, they tell someone, and before long…the message isn’t the same. Video prevents this by maintaining the message and providing the platform needed to share quickly, efficiently, and effectively.

If you have an upcoming event and need a promotional video, let us know. We can certainly help you fill the event with interested people!

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What Can TV Teach Us About the New Video Revolution?

old time television

TV went through a revolution some years ago. Remember when cable first began? Remember when people were asking, “Why do we need a channel just for weather?” or “Why do we need a channel with 24 hour news?” 20 years later, we know we can’t live without the 24 hour news cycle (well most of us). Given this, what can we learn from history when it comes to video? Here are a few things we can pull from the history playbook.

TV History – A Big Lesson

In Video, Content is King!

Throughout history of television, there has never been a shortage of ideas. Television went from sitcoms to reality TV and back to sitcoms. Television has gone through drastic changes, only to come back to where it began. Not surprising. People like stories. People like to watch reality and sitcoms. They’re very similar in nature.

What does that mean for you? Since content is king, you’ll need to focus on how to create content. Think of Google as the masses (the millions of TV viewers)…constantly looking for something new, better, and entertaining. Your goal should be to continue to come up with new material to share. Whether it’s a marketing video, an informational/testimonial video, demonstration video, a training video, or just a recording of an in depth discussion about a topic relevant to a specific niche, new information (content) is king.

Your Action Item: Take approximately 30 minutes to play on YouTube. First, develop a list of keywords to search. See what you find. Watch 5 videos, but only for 30 seconds each. Write down notes about what you learned from each video. Next, search through the most popular videos and channels. Do the same thing, watch for 30 to 60 seconds. What did you learn/experience? Keys to pay attention to are the format each used, the techniques they used (sales), the techniques they used (production), the length of each video, etc. Use this information to come up with new approaches to video and to content.

Got an idea for a great video? Let us know. Want help coming up with one? Let us know.

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Does Video Provide an ROI?

image from demo video

Did you know that Digital Video is a very powerful tool in business? Ever notice the games on your iPad or iPhone? Many of them are now using video to advertise to you. Why is that? Because it works.

Product Videos

Video about a product is usually ‘to the point.’ In fact, the most effective videos that are about a product are under 2 minutes. These videos typically contain information that will help a prospective buyer make buying decisions. They include the benefits clearly and support all other material a possible buyer might encounter. Do you want to improve a possible buyer’s chances of buying? The location of the video within the website is more effective if placed near the purchase or buy now button. Once someone has watched the video, he or she should feel confident in making the purchase. If so, you don’t want them looking far for the button to purchase (or phone number, if this is your call to action).

How do you know if Video works?

Good researchers know that calculating cause and effect takes data. Pure data. If you’re going to do a video, you’ll want to know, did it work? One way to determine this is to do some testing before posting the video on your website and after posting the video to your website. Here are a couple of steps to consider: Pre-Test. Measure current data. How long do potential customers stay on a page? Typically people stay on a home page for just enough time to determine – Is this who I was looking for? Can they do what I need them to do? Do they provide the level of professionalism I’m looking for? Can you do the job? Can I trust you? More time on your site may equate to level of comfort and may lead to more sales. But how will you know unless you measure it before and after? Here are some stats that support having online video:

  • 188.2 Million People in the US watched 52.4 Billion Online Content Videos in December 2013. (Source: http://www.invodo.com/resources/statistics/)
  • Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%, delivering a 24.7% lift as compared with an 18.7% lift for the UGC video. (Source: http://www.invodo.com/resources/statistics/)
  • 93% of marketers used video for online marketing in 2013. (Source: http://www.emarketer.com/Article/Barriers-Tumble-Video-Marketing-Adoption-Grows/1010374)
  • Mobile is important too! 72.1 million US Smartphone users watched video on their devices at least monthly in 2013. This is expected to rise to 86.8 million, more than a quarter of the US population, in 2014. (Source: http://www.emarketer.com/Article/Long-Form-Video-Content-Rivals-Short-Even-on-Smartphones/1010492)
  • 51.9% of Marketing Professionals worldwide cite video as the type of content with the best ROI. (Source: http://www.emarketer.com/Article/Which-Content-Marketing-Tactics-Best-ROI/1009706)

While we may be biased, the stats are now screaming out, “Use Video!!” If you have any questions or comments, please leave them here, or contact us directly.