How To Create Videos That Work For Your Business

vector art with website and video

When creating your marketing strategy it is critical to incorporate measurable benchmarks. In the past few years, video has become the “latest craze,” but does it work? Is video effective in making your business more money? Can you really sell more by incorporating a marketing video into a marketing mix? This article will help you identify components and activities that will improve your video effectiveness.

Let’s start with what your video should do. If you’re going to create video content, there should be a purpose behind it. The goal shouldn’t be to just have a video…the goal should be to create a compelling video that will improve conversion rates by incorporating a call to action. This doesn’t always mean a blatant, “Buy this now,” rather, it can be a subtle illustration of next steps. It depends on the marketing campaign and the type of video. Regardless, your video should tell a story. Sometimes a story means a simple equation:

Current Situation + Problem Results = Problem Solved

Or, it could be:

Personal Challenge + Pain Caused = Organization Solved My Problem

These equations are not as literal as that, but essentially we’re sharing a current problem or situation and showing what the results of that problem are along with how a product or organization has solved it with it’s product or service.

When creating marketing videos effectively using that equation, one must understand the target market and the pains they are experiencing. By placing the product or service into the “problem solved” category, the viewer is more likely to understand how it works and why they should purchase or call.

Once the strategy is worked out, the next step is to understand the structure of an effective video. First, you’ll want to structure the most important part of the video toward the beginning of the video. We don’t mean blurt out the most important sentences regardless of their message; we mean structure the content to incorporate the most important components as early as possible. The reason for this is watch time. By measuring both whether someone watched the video and for how long they watched, marketers can use various tools to improve conversion. Knowing that viewers typically leave the video at the 36 second mark is important because any message after that point is usually not heard (and the 36-second number is just an example…usually every video has a different drop off point).

If the video is incorporated as a blog post (as in the video below), the goal is to learn how a search engine ranks the video or blog post. If the blog post and video answer a commonly asked question and can be incorporated as a landing page that is found via search, the length of the video can be longer. These videos tend to have longer watch times because the viewer arrived there searching for more information. This tactic is smart video marketing for any small business.

 

Make the video compelling and fun to watch. Who would ever want to sit through a boring video? If the goal is to get the viewer to take action, then boring it cannot be. Crafting the right video idea takes creativity… and that’s where the magic happens! When you hire a professional video production company, they should be able to create a concept that matches your branding guidelines yet still captures the viewer’s attention to result in the viewer taking action. This video was fun:

Another question to ask: Can you watch it on your phone? Google has pushed the transition to be mobile friendly for the past couple of years and we don’t think it’s going to stop. You’ll often be quoted some astronomical number of hours of video being watched online every year. Recently we saw an article say that YouTube mobile video consumption has been increasing by 100% every year in the last couple of years. We think that’s probably true…but the videos being watched aren’t marketing videos. They’re including all video, which means the live streams, the content that is long-form video, even Monte Python movies are available for viewing if you like. So, don’t think you’re missing out on all of it, but you should have some video for other reasons. SEO.

SEO, also known as Search Engine Optimization is content that increases the brand, the keywords, the data that says this is what this website is all about. In other words, if you have a business that sells yard products (mowers, parts related to mowers, rakes, trimmers, etc.) and you consistency posted blogs about car repair rather than mowing equipment, Google might confuse your site with a auto repair shop. It’s critical to be consistent in your keywords and content. Same goes with your video…and since Google owns YouTube, you should do the same with your videos.

When you finish your video, you’ll want to incorporate a link or a reference about where to find more information. If your video ends up getting shared several times, you’ll want to make sure the video guides the viewer back to the page they belong…where the content resides.

If you’re creating a business video, you’ll want to inform and educate the viewer. Information and education is king with YouTube and Google because more people search for and watch those types of videos. If you can, you should be offering advice and tips instead of being 100% promotional or marketing in nature.

Music is critical to how we feel during and after we watch a video. Think about the last great movie you watched (or next time pay attention to the music more than anything else). You’ll find that music is almost a character by itself. Without the atmosphere the music creates, you don’t have much of a scene…unless silence is important to the message.

What should I do next? If the viewer has to ask this question after watching your video, you’re missing the call to action. It should be blatant, straight forward, and clear. It should tell the viewer what you expect them to do once they’re done watching. Sometimes it makes sense to put the call to action earlier in the video so if they understand enough and wish to take the next steps earlier than the end, they’ll know what to do. Like this…

 

What Types Of Video Get the Best Results?

Video Tutorials – By sharing with the viewer how to do something they want to learn how to do, you give them the feeling you’re professional and worth their investment. If they see you as someone they can trust because you’re talking about something they’re trying to do or fix, the likelihood of them calling you increases the longer they watch.

Behind the Scenes – If you do stuff that’s interesting or different than most people understand, you might consider a behind the scenes video. They get people interested in what you do to make the magic happen. If what you do is truly magical…you probably don’t want to share your trade secrets, but sometimes showing a little of the magic and make a huge difference in getting them to take action to call you.

Frequently Asked Questions – The best type of video for SEO is the Frequently Asked Question (or FAQ). This type of video answers a question the viewer is searching for and wants to know the answer. If you can give them the answer and still leave them wanting more, you’ve hit the sweet spot.

Animation – Sometimes, with some products, it makes sense to create an animated video. The reason animated video makes sense for something is when you can’t see inside a product to understand what it does. Here’s an example.

 

Social Media Videos are highly productive for funneling people to a landing page. Our recommendation is to use a short version of the video to bring them to a landing page with a longer form version of the video. But don’t forget that call to action!

Other Tips to Successful Business Videos

Marketing or Promotional Videos – These should be short and to the point. No one wishes to watch a video to be sold to, but a short promotional video can make a difference between a purchase or an empty cart. Just keep it short. What’s short? 20 seconds for some items. 45 seconds for other.

Professional – If you’re looking to be taken seriously (think professional services), we wouldn’t recommend shooting something on your phone and using (unless it makes sense because it’s about something happening right now). Professional services videos should have professional video.

Landing Pages – If you’re creating a funnel for your video, consider using a landing page for your video. It works very well.

Need help? Give us a ring!

 

 

Source: Small Business Trends – 25 Tips for Creating Great Marketing Videos

How to Convert Shoppers to Buyers Using Video

ChairSpeaker image

In this article, we’ll discuss how you might change, “I’m just looking” to “I’ll buy it!” We’ll talk about whether video does convert to higher sales or not, types of videos you might consider creating for products, and some of the strategies you might want to consider before starting. (An approximately 6 minute read)

Imagine you’re selling your product or service on your website. The visitor wants to buy, but instead decides to abandon the cart, leaving you without a sale. Why did they abandon the sale and what could have converted them to buy? These are questions every marketer will ponder at one time or another. There are several factors that can affect whether a potential buyer becomes a buyer, and one of which may be video.

Several of our clients have told us that the conversion rate of products they are selling on their website or on other retailing sites (like Amazon.com, etc.) have a significant increase in sales if the product listing includes a video. They have also shared with us that when an online video is watched at the point of potential purchase, the odds of a sale increase dramatically. They tell us that visitors who watch product videos are more educated and better informed about the product so they can be a more informed buyer.

If you sell products, you might wonder what type of video will help increase your odds of a buy at the point of purchase. Let’s discuss a few video options that may be useful in increasing conversion rates. These types of video can work if used by a small business or big business, and anything in between.

  • How It’s Made. People want to know how something is made, and more importantly, they love to watch it happen. How many times have you been intrigued by a video illustrating the manufacturing process?
  • Durability Test Video. This type of video shows the consumer how well a product will stand up to abuse over time. This might be a good one to place on your product page to increase purchases, particularly with those buyers who are concerned about whether the product is sturdy enough for them.
  • Location Tour. This type of video will incorporate the product in a space that it would be expected to be found. For example, a door manufacturing company like Dayoris Doors might want to create a video that shows design elements that fit into a specific type of room. By showing the fashionable side of the product, buyers are more likely to make a high-end purchase.
  • How to. Some products simply need some instruction. Whether it’s a how to assemble, how to use, or how to wash/maintain/store…the list goes on. These types of videos can apply to single products, multiple products, or entire product lines.
  • Competing Products. If you ever want to show how one product compares to another, this might be a good way to do it. Just make sure you’re following the legal protocol before you make too many claims.
  • The Reveal. Some products warrant a reveal video…like technology products or fashion products. Imagine your business fans wanting to know more about an upcoming product line that you’re about to release. Now might be a good time to create and post a Reveal Video.

Whichever video you choose, make sure people are watching a video that you have created and tells the viewer what you want them to learn and know. Video Marketing is a powerful tool to use when moving product, and many business owners have told us that they’ve been happy with the effects of video on product sales.

Once you’ve identified what type of video you’d like to create, you might want to consider the video strategy you want to use to convert visitors into buyers with your video. Video can potential buyers to paying buyers by using a few strategies.

You have seconds to get the viewer engaged and interested. Once they’ve passed that point, they will either finish the video or make a decision to leave it.

You want to make sure you’re in the crowd that keeps the viewer engaged. There are few things to consider when creating engaging video. First, how ‘salesy’ do you want your video to be? That was a trick question. If you’re looking to have engaging content, ‘salesy’ is not the way to go. People do not want to be sold to, they want to be educated and guided to the right decision (whether that’s to buy or decide not to buy). You might also be surprised that sales videos typically need to be short to get the point across and move on. BUT, an educational video might end up being longer and more engaging… these videos are typically longer than the traditional 30 seconds. They tend to last 2, 3, even 5 minutes (depending on how engaging it is). Longer videos also get shared more, leading to a reinforced brand and improved word-of-mouth marketing.

Here’s an example of a longer video that has a little more story to it.

Creating longer videos can be tricky, but we love to come up with some awesome content ideas that you’ll be able to share and have shared. Contact us if you’d like some ideas!

3 Ways To Use Video To Recruit the Best Talent

image of handshake for interview

Recruiting awesome talent is not an easy task. Right now, it seems like it’s a bit of a job seekers market. In the trades and supporting industries, it seems there is a shortage of talent. Finding and recruiting great talent is much more difficult in these markets because they have to be searching for the job (or want to make a move). With so few in the market for jobs, you have to approach potential job seekers a little differently. And for those who are looking for talent, we would be surprised if you didn’t already use video as a mechanism to attract talent. The trend is that uses for video is growing and finding creative ways to use video is usually the tough part for most companies who are not used to using video (or who haven’t thought of using it in that way).

Technology is continually changing and improving, and with that, comes more creative ways to reach the person you want to reach. In fact, we think it’s more difficult to reach potential talent in traditional ways versus using technology for good. We recommend using video strategies that will attract new talent who is about to enter the “need a job market” or who is thinking about entering that market.

We see three easy ways to use video to attract new talent.

Employee Spotlight Videos

The objective here is to have existing employees speak to potential hires via a video review.  What’s it like to work at XYZ Company? This can be done through employee spotlight videos showing happy employees at work, showing employees interacting, solving problems, and telling their story of why they like to work there. It might be because of the culture of the office or because they enjoy the work they do. Think about it, most businesses rely on their current employees to refer into the company people they think would be a good fit in the business. When a business needs to hire more people, asking current employees is usually the first step. Usually they know there is a need and can recommend someone…but sometimes they can’t. Then what? Sharing a video that shows the team at work and sharing why they enjoy it. This type of business should get someone interested in learning more after they view it. Here’s an example:

Office/Company Culture Videos

Most companies know they’re good at what they do. They know their employees are good too. When a business tells you how good they are, do you believe it? No. But if they can show you how good they are, what their culture looks like, and how they approach problems or tasks, does that convince you a little more? We’d bet it does. That approach is usually what gets the viewer to take a next step. If it wasn’t effective, why do you think some of the best-in-class companies are using it so much? Because it works.

These companies create videos that illustrate their company’s culture by showing off the office space; sharing mission, vision, and values; showing off how they fit into the community; how they support the community; and so much more! The goal of all this is to help the prospective hire understand the company, know what the company is all about, find an area of passion the prospect can attach him or herself to and lead them down the road of calling for an interview and accepting the position. Here’s an example of one:

Our recommendation is to share this video everywhere, including the About Us/About the Team and Careers pages of the company website, the company YouTube channel, Twitter, Facebook, and LinkedIn. Remember, most of these sites like the video uploaded natively (meaning, they want you to upload it directly to their site, not sharing a link from another platform). Yes this is annoying and time consuming, but it gets you the most distance from your video. Here’s an example:

Who We Want Video

Why not also create a video that shares what the company needs from a prospective new hire. By creating several short videos for each major or semi-major position in the company, you’re crafting a consistent and branded message that clearly defines what the job entails and who would work well in this role.

You might be asking yourself, “Why would I go through creating a video for that? Isn’t it easier/cheaper/less time consuming to just write it out?” …and you would be correct. If this blog post was a video instead of written out, wouldn’t it be easier to watch than to read? When you buy a new item that has instructions and they tell you to go to a website, do you read the website words or do you watch the video on that page first? It’s path of least resistance, use it to your advantage. You might also ask, “Why would I want someone who’s lazy?” You don’t, but people are busy and you also might be missing the perfect fit because there was no video for them to watch and learn more about the job. Here’s an example of one:

There are probably several other types of videos you could use to attract top talent…one that immediately comes to mind is a directly targeted video to a specific group of people that could be placed in a LinkedIn Group or Facebook ad that will show up just for them. What ideas do you have? We’d love to see them in the comments below. If you have any questions, we’d be happy to help! Give us a call or drop us a line!

6 Qualities To Look For In A Great Video Production Company

Five Start Rating Symbols

Whether you’re looking for a short informational video or a longer About Us/Corporate Story video, there are several factors that can impact success. One factor is the agency or production company you hire. There are several ways to determine whether a video production company is worth engaging with. If you’re genuinely interested in learning more, we’re sharing the top 6 qualities a great video production company should have before you decide to hire them.

Traits to Look For When Deciding on a Video Production Agency

Professional Portfolio

Before you do anything, look at their work. Does it match your style? Do they have a variety of styles or just one look? Just because there’s one look, it doesn’t mean they can’t do more…and if they have several styles, it doesn’t mean they can’t create the visuals you want. Dig deep into their portfolio (and don’t forget about looking at their social media pages). For example, you’ll need to look at our Vimeo Page to see more work (updating a website can be a little time consuming). Don’t let that sizzle reel excite you too much. What you need to see is how did it help the client? Did they get what they needed or did they just get a wow video that didn’t perform. Sometimes, its the straight-forward video that produces the most results. Other times, its the short, flashy video, and other times its the longer drawn-out video that performs. Ask the agency why it worked for the client.

Deadlines

Deadlines drive everything. There are a few ways you can tell if they can hit a deadline or not. First, do they return your calls in a reasonable amount of time? We’ve been told countless times that we’re the first to call back after they’ve called several agencies. When you call, does someone pick up? If not, how quickly do they call you back? How long does it take to get a response from an online form? These are all simple ways you can tell if an agency is time conscious or not. Obviously accidents happen and schedules get crammed, but communication becomes the key when scheduling conflicts arise…how well do they communicate when there’s an issue related to time?

The Creative

You can find several videos out there that follow the same format. That’s fine if you want to use a tried and true format to get the job done, but if you want something different, can you find a video that does the same thing, only in a different way? For example, a construction company wanted a simple, “Here’s a sample of our work” video, only we worked to make it more than that. We wanted it to have an HGTV vibe so that people will want to watch the video to the end. Here’s what resulted:

Testimonials

When you do your research on a Video Production Company, do they have Google Reviews? More importantly, do you know any of the people who did a review? If so, call them! Ask about the production company’s communication skills. If you don’t know any of them, do you feel comfortable reaching out to them cold? Just giving them a call and saying, “Hey, I was interested in working with XYZ Company…how was your experience?” Then listen! If you’re not comfortable doing that, do you feel comfortable with what the written word says? Next step, use that information to ask the production company about that project: What did the client want? What did they do to help them? How did you arrive at the finished video? Can I see the finished video?

Expectations

Knowing next steps is critical to a successful process. When you first speak to the production company, do they clearly identify your next steps before beginning to work together? Do you know how the process will work? They should describe the overall process with you so you understand everything involved in the process. This should include timelines as to when things can be finished and what the client can do to speed it up or slow it down. Remember, it may be tempting to ask about their editing software or what cameras they use, but in the end, did they get the work done and did they meet or beat expectations?

BONUS: Passion about the Work!

One of the things you’ll notice right away at Plum is that we have a passion for creating something fun for your business. Fun and different should be a part of every video production process. We look for ways to make it fun and different. If you want to pull it back a little, no worries! We don’t mind…  but we think you’re looking for a creative edge, so we’ll look to provide that to you first.

If you think we should talk because you’ve done your research and have decided to let Plum be a part of your search to complete your video production project, Give Us A Call! or Drop us a line!

 

 

 

Source: https://www.digitalbrew.com/7-qualities-to-look-for-in-a-video-production-agency/

How to Set Up a YouTube Channel for My Business

youtube logo

YouTube is the second largest social media outlet in the world. Other than Facebook, there is none larger. Getting your YouTube channel set up correctly is important for several reasons. First, it’s your brand. If you’re hosting your videos on YouTube, this is the primary way people will judge your ability to keep your brand intact. Second, it shows consistency. If you can demonstrate a high level of consistency within your brand, you’ve shown you have what it takes to stay organized. Do your clients want to know you’re organized? Our guess is they do.

What this post covers is what you’ll want to do past the initial set up. We know there are a lot of resources out there that will help you set up your channel initially, but once you have it set up, what should you do? This post will give you a checklist of sorts of what you should to do maximize your channel. Here we go!

Once you’ve followed the basics of setting up your channel, there are a few tips we’d like to share.

  • Channel Art. You’ll want to set up channel art to give your channel a branded look. The recommended size right now (2018) is 2560×1440 px, with a safe area of 2048×1152 px. YouTube recommends a file size of 4MB or smaller. This helps in the load time and cuts down on their storage needs. NOTE: make sure any text or logos you want to have displayed is in the safe area. If you create the recommended size, there is a safe area within that every device (or at least a vast majority) will allow the viewer to see.
  • Social Media Links. Once you’ve set up your account, you’ll want to link it to other assets, such as your website and your other social media pages. Currently, YouTube has a specific list of social media pages you can link to, including Google Plus or Google Pages, so you’ll want to make sure those are set up. Also, keep in mind these links, once set up, show up in the bottom right portion of the Channel Header Art, so keep that in mind when designing the header. If the social links cover important information in your art, like a phone number, it won’t be visible.
  • Icon. Add the icon in the top left. It’s not always visible on every platform, but it helps to have it there. Most people use their logo, others use their head shot, but in the end, its up to you.
  • Enhancing the Channel.
    • Optimize the Description. You’ll want to write a brief, high-level description of what your channel is all about. It should use keywords and incorporate specific statements as to what the channel is about. Google’s algorithms have gotten pretty smart when it comes to text, so this is important. Don’t include statements that are unrelated and always have a call to action. The call to action might be to visit your website, watch a certain playlist or video, or call a phone number.
    • Add Channel Trailer. A channel is less effective if it doesn’t have a trailer welcoming or describing the channel. You may not think you need one, but here’s why you do. When someone arrives at your channel, they may or may not know what your business is all about. They may not understand how your channel is organized or what is important for them to view to get a better understanding of who you are and what you do. The channel trailer will guide them or give them some reference as to who you are and why the channel is helpful to the viewer.
    • Add Links to Channel. These links (described above) help Google verify and solidify who this channel belongs to, who it’s associated with, and builds the web of links you want Google to know and understand to improve your website and channel optimization.
    • Playlists. Adding playlists is one of the ways you can tell your visitor you care about them. You’ve taken the time to organize your videos into bite-sized pieces to help them digest your message. Playlist are just that: a way of organizing similar videos and you should do it for a few reasons:
      • Organization. We’ve said it once already, but this helps the viewer know which videos relate to each other.
      • Get Discovered. When playlists are organized, YouTube (Google) knows that each of the videos in the playlists are related, therefore have a higher probability of getting discovered organically. When someone searches for a topic and you’ve titled a video with that search phrase, YouTube might bring up your entire playlist.
      • Related. Again, because they’re related, the viewer can dig in as deep as they like to learn more about the related topic.
      • Session Time. No, this is not the beer type of session, it’s the time they spend on your channel. If someone lands on your channel first (organically or directly) and then spend some time on your channel because they’re nosing around in similar videos, you get extra credit for keeping on your channel longer. Longer sessions usually mean credibility for Google/YouTube. Layer on top of that, YouTube will even reward you if you draw someone to your channel and then move off your channel to another channel. You get extra credit for bringing the viewer to YouTube (at one point, the entire session time they spent on YouTube was given to you, not all the other sites if they visited you first).

For a couple of examples, we’ve selected one channel that has some missing pieces (but otherwise might be ok) and another that does it very well. For starters, let’s look at the channel that is missing a few pieces. We’ve removed their logo and name to protect their identity.

Image of YouTube Channel page that's missing a few components

So here are a few points to consider on this channel. First, there is an inconsistent image for each video. You’ll see on the next example, how a consistent image can be created. Second, and this is something you can’t see in this image, they don’t have playlists created.  As a visitor, you might not know which video you need to watch, but if you knew that four of the list of videos were about a specific topic you came to learn about, you’d find it helpful. Third, the trailer did not have a call to action and did not incorporate a general message for the business. It was more of a moving PowerPoint presentation, which is fine, but less effective when it comes to getting the viewer to take action.

To see a good example of a YouTube Channel, we’re going to use our sister business My Video 101’s YouTube Channel.

Example of a good YouTube Channel layout

For this channel, we see some helpful things right from the start. First (green arrows), the header image is information about the channel and what to expect. For businesses, we recommend an image with a message that makes sense for your branding. On this example, we also see the social media buttons are set up. Second, this channel has playlists set up (see yellow circle). They use several: Vlogging Advice, Product Reviews, Technical Tips, and Behind the Scenes. Helpful if you only want to learn about one area of the channel, right? Third, this channel has consistent branding across all videos (see blue check marks). While each topic is different, each video looks similar, yet a little different. Consistency is pleasing to the eye and helps the viewer feel at ease when searching through the videos.

With just a few tweaks your YouTube Channel can improve your image and increase views. Take the time to set up your business channel the right way so you get the most out of your channel.

 

 

 

Sources:
DreamGrow (https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/)
Gravity Search Marketing (https://www.yourseoplan.com/benefits-of-creating-youtube-playlists/)
YouTube Support (https://support.google.com/youtube/answer/2972003?hl=en-GB)

Buffer (https://blog.bufferapp.com/create-a-youtube-channel)

When & Why Technology Companies Need Video

AI meets Tech meets Video

Why Video?

If you’re reading this post, it might be because you own or work at a technology company and want to know what type of video and how to use video for your company. First, let’s get to the why you might need a video… and let’s get beyond the obvious of “everyone is doing it” because that’s not a good reason to do video. Most of the technology companies that have called us to either get an idea of cost or what it takes to do a video call us for similar reasons. Most technology companies call us because they are struggling to get potential clients to understand that they are there for their clients… that they are humans too… and that it’s not all Artificial Intelligence that make up a client’s technology backbone.

We usually hear about a website that is sterile, a lot of images of servers and techie stuff, but somehow they’re missing the human element. It’s interesting that Dow Chemical also struggled with this and created a commercial that still sticks with us today (and no we didn’t produce that commercial). Ironically, reading this Forbes article titled “Healthcare’s Often Missing Element – The Human Element” they also list several other companies who have this same problem. People are what make the world go around… but more importantly, people are what make sales happen. There lies the problem some technology companies have: they stick to words and images that are cold and meaningless in getting the sale. They often rely on their sales team without providing some of the best tools available to them in marketing: video.

That’s the Why. Why video can make the difference. What about When?

Next, when is it time to invest in a series or a single video? It varies by business and by individual, but the real answer is brought to light by the answer to the questions, “Do potential clients get you? Do potential clients understand you?” As with any business, when you have to differentiate yourself by explaining all the things you do rather than helping the potential client understand why you do what you to improve this world, something might be missing. It might be time to explore video for your technology company if one or more of the following ring true:

  • Potential clients don’t understand what you do. They don’t understand the cloud or backups or the difference between a backup and an archive.
  • Potential clients don’t connect with you as people, rather as a service.
  • Potential clients just want numbers without getting to know you.
  • Potential clients just want answers without understanding the entire portfolio of services you offer.
  • People aren’t making the connection between their needs and the services you provide.

Most marketing does a lot of the above, but the difference between print, web, document, etc. marketing and video marketing is one is read (with all the inflections or tones they think you are trying to say) and the other is shared and stated exactly as you have intended. THIS is why everyone is doing it…not because others are doing it, but because it conveys the message in the desired tone and matching meaning.

What type of video should I create?

Great question. The type of video depends on what your end goal is and what you hope will happen when they finish watching the video. Our recommendation is to consider one of the following videos to determine which video is the best to start with.

It may not be time for you to consider video, and that’s OK, but if it is time to talk, we’d love it if you consider contacting us about what you’re trying to convey. We might be able to help.

How to Disrupt Your Industry Using Video

Set of 5 doors all with gray door and one red

You’ve heard it before, whether from your web developer or from a marketer… “You need video for your website.” While it’s true, video helps, video isn’t always the only answer. BUT, if done correctly, video can be the difference maker in standing out in a crowd of competitors. Let’s dig into a few stats and reasons why this is so.

First, think about the last time you purchased something online. Did the product page have information about the product? Of course it did.  Did the product page have photos of the product? Most likely. If the page didn’t have photos, would you have purchased the item? Most people we ask say they would not purchase an item online that didn’t have a photo to see the product. Did the product page contain a video? If it did, do you remember the video? Do you remember what or how they educated you on the product? Did they show you how to set it up, highlight certain features, or show it being used? Most likely, if the product page had a video and you connected with the product and video, you purchased the product.

Therein lies the effectiveness in video.

The video was effective in helping you process and retain information about the product so you can make better decisions. In fact, it has been shown that people are somewhere between 65% and 85% more likely to purchase a product after viewing a video than having not viewed a video about a product or service.

According to Eyeview, a video marketing agency, by including a video on the landing page, conversion increases by 80%. Even Hubspot Blog Post states that “54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) and social media images (41%).”

Common Types of Video (and we have done all of these):

  • Product Demo videos showing how to use the product, how to set up the product, or just why you should buy the product.
  • How-To videos
  • Testimonial videos … who better than your clients to tell potential customers why you’re awesome!
  • Explainer videos that show the viewer why they need your product or service and what you can do for them.
  • Expert Interviews
  • Event Videos
  • …the list can go on and on.

Now you know why it’s important, how does it help you become a disruptor? Great question. One of the things we hear is that after creating the video and posting it (or several), they become viewed as an expert in their field. Our clients know a lot about their subject and can demonstrate that with authority on a video. Viewers can feel and sense this experience when watching. When they do, the viewer will feel confident in calling or buying.

Being a disruptor means you have to do more than know your subject matter. Being a disruptor means you have been doing what you’re doing for so long (or with enough outside experiences) to see an opportunity in the marketplace. Imagine that you have been doing your job for 15 years, you know it inside and out, and realize there is a gap in services or processes that might be taken advantage of. Imagine the expert talking about how to use this opportunity to help the consumer. Bam! Disruption begins. The person on camera suddenly becomes a person to be reckoned with.

The next time you see an opportunity in the marketplace that you can solve or fix, this might be the time to create a video and highlight your strengths! Let us know if we can help in any way.

Product Videos: How Much Can They Really Impact Marketing?

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Product videos have become an essential aspect to any marketing strategy. Videos appear in 70% of the top 100 search results, and viewers are at least 50% more likely to buy a product after watching a video for it. The business community is learning the importance of this for their marketing…and they are getting smarter and more creative to boot.  The best part, this leads to more interesting ads for consumers to watch. Not a bad thing!

Online video is so popular because people would much rather watch a video about a product than read about it…and video manages to span every demographic. Even if someone can’t read, they can still get the information a company wants to give them from a video.

Companies that normally only sell parts are posting how-to videos to their websites to attract customers, and to show them how to use the parts that they have bought. Here’s the cool part, people who start watching these types of video tend to stay on the site a little longer (maybe to the end of the video). Goole likes that. This tell Google that people are interested in the stuff on this website and therefore gives that site a bit more ‘search engine juice.’  Add to that, the ability to share the video to multiple social media sites further increases the reach, and the affect of a marketing video.

You should know, however, simply uploading a video to a company’s website or YouTube channel doesn’t always work. Increasingly, creative companies are making their videos interactive, so that customers can click on something in the video that takes them to a corresponding web page. This is usually done on YouTube to bring the viewer to their site.  Some companies are even using Facebook Live to capture potential client’s attention.  It’s critical that any of the services you use work on mobile devices as well, since many customers do most of their ad viewing on their cell phones or tablets.

One of the important things we do when making video is to incorporate the needs and wants of the client in the video. Novel idea, right? So many production companies try to bulldoze their way to create the video they want, but why can’t we just create what the clients wants? That’s our philosophy. When the client gets to add their needs into the video, they’re more likely to share it and show it off! That’s good for us…and good for them. Does it convert to product sales? Many times it does. When the video does a great job of highlighting why someone needs the product and clearly explains the result of using the product, more units will sell.

With product videos, placement is the key. Our clients currently place their videos on endcaps in retailers nationwide in order to catch prospective buyers in the moment of buying. When using video online, the best part is that one can now customize who sees the video based on their location, demographic, and recent purchases or items they’ve viewed online. This increases sales because the type of individual who might need the product will see the video, making it a relevant item to them. To simplify, doing this makes their videos more relevant to the people who live in an area, fit a demographic and have already researched similar items. That’s effective!

Key Takeaway: Remember when considering making a marketing video for a product: Hire a professional! They are there for a reason. Local video production companies are the best for this. They know the area well and how to maximize locations, spaces, and how to show off your product in just the right manner. They should show the product from several angles while highlighting the product’s best features! You might even try to include people who know a lot about the product, such as current customers.

Video marketing is fast becoming an essential tool to a good marketing campaign. Take advantage of it now, before any competition does!

Do We Have to be on Camera? Why People are the MOST Important Part!

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Human brains are hardwired to recognize faces. When a video has a person talking in it, customers are more likely to connect with the video. When the audience can see the human behind the voice, they are more likely to trust what you are telling them. Speech is perceived by more than just auditory cues, we take in visual ones as well.

As a species, we are hardwired to be judgmental. Many people do not trust the information they read online. A study done in 2009 found that rather than trusting the people with the most expertise in a subject, people are more likely to trust those they believe have their best interests at heart. Psychologists at Princeton discovered that in only a tenth of a second, we form impressions of strangers from their faces alone, and our brain then responds based on how trustworthy we find their face to be.

In video, it is important to note that just having a trust worthy looking person is not going to make your audience listen to the message presented in your video. Remember, speech perception relies on both visual and auditory cues. The combination of both a great speech and a trustworthy face, among other things, is what will make your video the most compelling.

So, how can you get people to want to listen to your video? There are a few items that are critical to building the trust you deserve. First, you must be authentic. Be you. Don’t try to be someone you are not. If you look, sound, or feel uncomfortable, it will show, and many viewers will see, hear, and feel it. Second, demonstrate your integrity by showing us how much you believe in what you are saying. Again, if you come across as fake or phony, it will show. A good analogy is a dog’s behavior when certain people walk into the room. Some people are deathly afraid of dogs and the dog can sense it immediately. We humans have learned to do something similar…to sniff out false and bogus people. Some are better at it than others are, but we all have this ability. Third, people don’t care how much you know, they want to know how much you care. If you are genuine in caring about your viewer, they will sense it and feel a higher level of comfort in listening to you speak. Finally, speak the truth. Don’t sugarcoat or exaggerate…these all come across counter to the previous three and will completely destroy your credibility.

This can be applied to all parts of speaking, but with video, you need to be aware of more than just your speech. Your background shouldn’t distract from your message. You are what they should be paying attention to, not the bookshelf of what’s happening outside the window behind you. Add text to the screen to help reinforce what you are saying. It also focuses the viewer on what you are saying and subtly tells them, “This is important!” Have confidence and be positive while on camera and use transitions when speaking. It helps the viewer follow along when you say things like, “Now that I’ve covered XYZ, let’s move on to ABC.” This transition tells the viewer where you are and what to expect next. Sound like English class all over again? Good! It should.

Having just a trustworthy face is not enough to make people want to listen to your video; however, neither is just having a good speech. If you take the time to focus on all aspects of your video, including what’s in the background, what you’re wearing, and even the music that is playing, your video will have a much better chance of being listened to and acted upon. You want to connect to your audience, so give them what they need. Comfort, trust, integrity.

As always, we coach clients how to perform better on camera during our shoots. When we have someone who is struggling on camera, we do our best to help him or her relax and speak clearly. After all, you know the subject matter, just talk as if you’re talking to a friend. We’ll do the rest! Let us know when you’re ready to get started.

 

Source: Wistia Blog. (2017). Why Videos Featuring Humans are Easier to Trust. Retrieved from: https://wistia.com/blog/make-trustworthy-videos-with-humans on September 28, 2017. 

Six More Questions You Should Ask a Video Production Company BEFORE Hiring Them

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When creating video, the production can feel like a huge undertaking. It shouldn’t be and it won’t be if you hire the right video production company. There are literally 100s of video companies around you, but finding a video production company that works best with you can feel a little daunting. When hiring a video production company, you should know the answers to some basic questions before you hire them. Each question will garner an answer that will help you determine if they are a good fit or if you need to keep searching. Each question should have a purpose to support your video marketing agenda and the overall video strategy. Here are the six questions to ask before deciding on whom to hire to make your potential video:

1. Can you show me some of your work? When shooting a corporate video, for a website or for TV, seeing samples is the first thing you should ask to see. Sometimes referred to as a demo reel. During this process, the video production company should show samples from their portfolio. They should have some on their website, their YouTube and/or Vimeo page and even on their social media pages. While you view their work, you should be thinking about their quality of work, their style, and their level of skill. You might want to follow up with, “What was the marketing strategy behind this video?”

2. Do you shoot and edit something nice or do you shoot to a specific script? While most video professionals will plan the shoot out ahead of time, many do not. This question is to determine whether they are good producers, shooters, or editors. You want is all three on your video production team…whether in one person or in a couple of people. Some video pros are very good at shooting the video, but struggle to get the edit completed on time and to your liking. Other video pros are very good at editing, but miss big opportunities during the shoot to tell your story. The key is the plan before the shoot. This is what will usually make or break a project…and when we usually get calls to fix. Crafting the right script for your video content is something you want in your video partner.

3. What can derail this project? This is a great question to find out what problems may arise during the course of your project. The answer you get might be a bit vague, but may lead to follow up questions. One of the biggest items that derail projects for us is change in scope…or scope creep. Any change in script after a shoot can severely change the scope. Remember, the script is the plan. Change the plan and you change a lot! There are several things that can derail a project: script changes, change of actors (or person on camera), change of shoot locations, adding of shoot locations, change of messaging…and the list goes on.

4. When has a production gone over budget? This question is meant to trick the video production company. The answer is: it shouldn’t go over budget. Keep in mind, if you have a very small budget, the video pro may not be able to do everything you want; however, the video pro should offer some insightful suggestions to get it closer to your budget. Budget should be a factor, but not the deciding factor. If the shoot is not planned and executed poorly, the final video will most likely not meet your expectations…wasting your money. A larger budget doesn’t always mean better video…but smaller budgets might. Here are some factors that can increase a budget: length of the shoot, including professional talent, professional narration, special music (non royalty free).

5. Can you do what you say you can do? Because creative work is subjective, their answer is something you need to consider. What you think is creative may be mundane to another. Be very clear about your expectations. If you have a vision for your video, your video producer should be able to clearly see your vision and describe some details about how they’ll pull it off. Sometimes it comes down to having the right equipment for what you want in your video. Sometimes it is how the story is told. If you feel the video producer understands what you’re after, you should be fine…now it comes down to whether the quality matches your expectations. This is where you should be evaluating their work. Quality means having the proper sound equipment, the proper lighting, the proper framing, and an attention to detail (such as the background) can all make an impact on the final product. Look at the samples to determine if they have what it takes.

6. Have you ever missed a deadline? What happened and why? If your project is on a time constraint, ask this question. If it isn’t and time isn’t an issue, you may consider skipping this question. We get calls (a lot) where we’ve heard, “They (their video production company) have been working on this project and edit for 6 months, and I’m fed up waiting for them to finish. Can you help us?” There are several different types of video, and six months may the right amount of time for some projects, but for some of the calls we get, six months is completely inappropriate. Several problems can come up during a video project and effect the project timeline. Believe it or not, one of which may be the producer, the client, the shoot, too much work to complete in a short amount of time. A good producer can to tell you how long the project should last and when you can expect completion. Keep in mind, even the best producer can miss a deadline in his or her life, but this should be very rare. If they say they have missed a deadline, find out how often it happens. This should be a good start to picking a good video production company. Listening to the answers to these questions should lead to closer to a decision about the level of work they can do and identify some problems that may come up. If you need help or have any questions, please feel free to reach out to us. We can answer any questions you have, even if we are not your video production company. We are here to help.

Want a few more questions? Check out Top 5 Questions to Ask a Video Production Company Before Hiring Them.