What To Do To Maximize Your Investment In Video Production

return on investment

Regardless of your financial goals, there are several steps you’ll want to take to maximize your investment in time, money, and resources before and after you start. We know its now common to hear that your company should be using video to leverage your business growth. If you aren’t using it by now, you might be leaving some money on the table. The key is knowing where you want to use your video and how you do it. In this post, we’ll share some common issues and problems that people face when maximizing ROI.

Common Issues that Affect Video ROI

Too Many Options

Too Many Production Companies. If you’ve never created video before, you’ll find you have hundreds of options to choose from in terms of video production companies.

Content Ideas. The next issue will be what you want to create. Do you want to create a marketing video? Social media video? Product video? There are several ways to slice up marketing content that it can quickly become overwhelming.

Where to Place It. The next issue will be where to place the video (or videos). Very quickly, you’ll learn there are thousands of places to publish your video…and each one will have their own reason for doing so. All of this shouldn’t stop you from deciding to move forward. It’ll be worth it.

Getting More From Your Professional Video

Who is Your Audience?

Think about something you’ve watched in the past that really resonated with you. Why did it? It might have been because it was about something you wanted to learn or know more about, the person speaking was personable and they may have described the world you see in a similar way. Maybe they spoke in terms or jargon you’re comfortable with. Or maybe they had the same or similar personality as you. When creating your video, you’ll want to know who your audience is, what they like or dislike, what they need to know, why they need to know it and how they like to be spoken to. Use that information to compile the viewer’s demographics, location, where they consume information, and what social media outlets they view most. The more you know about them, the better you can speak to them.

Your Viewers

  • There are several types of personas that you might be speaking to, for example, you might be dealing with a “Give me the information, get out of my way, and let me decide” type of person. This might be someone who is at the top of the corporate structure, like a CEO or similar level.
  • You might also be speaking to someone who is more interested in learning about how your customers feel about you. They might want to read or see more reviews about the business. These are the ones who need to obtain verification that they are making the right decision. They like to include others in their decision making and reviews are a good way to get this information.
  • Another common viewer might be a detailed, technical type. They want facts, figures, and as much data as possible to make the decision to pick up the phone to call. This type of person needs to have support data incorporated into the video so they can make an appropriate decision.

Regardless of the type of viewer you’re reaching out to, you’ll want to craft a message that taps every type of personality possible. Perhaps there is a way to show and describe important information to a couple of personality types at the same time. Use all of this information to craft a solid script. We typically take care of script writing for you, but, we work with all types of clients; some who like to do it themselves and some who want to have someone take care of it for them. The next step will be to craft a solid shot list that must be captured to illustrate what is being said and targets each persona.

The Video Production Process

The video production process contains several components: pre production, the shoot, post production, and delivery. During the pre production stage, you’ll deal with the persona, the long term goals of the video, and what video content that should be created. Investment goals are important before we start so we know what needs to be set aside for the production and what needs to be set aside for the placement of the video(s). During the shoot, we’ll deal with the shot list, the camera operator, the equipment, the location, and any talent that is important (whether it be from the team or hired talent). Finally, during the editing process, we’ll deal with the video editor and any post production items required to complete the project.

So what is the key to maximizing your ROI? We find that clients who work with us to understand why they’re creating the video, where they plan to use, and how they plan to place, we can help streamline that process to improve their ROI. When clients can’t answer these questions or don’t want to share this information, there can be a little hiccups and changes along the way that can increase costs…not because we want to, but because we didn’t know something and had to backtrack or make significant changes. We write this to share with you so we can prevent this from happening to you.

Four Strategies for Video Marketing on LinkedIn

LinkedIn logo

Video on LinkedIn has 3 times the level of engagement versus regular text posts. You read that right, three times! This tells us that if you’re trying to stand out against your competitors, video is the way to go. For this blog entry, we’re sharing with you four types of video you can use on LinkedIn to market your brand. We’ll also pepper in some strategies for using video marketing on LinkedIn.

Initially, LinkedIn seemed a little behind the times when it came to video because they didn’t offer native video posts until the year 2017, well behind Facebook, Twitter, and the rest. But that’s not true anymore. To define native video, they are videos that are uploaded directly to their server and shared on their platform. If you upload a video to YouTube and share it on LinkedIn, LinkedIn may not treat that post the same as if you upload it to their server and shared on their platform.

We also learned that LinkedIn videos perform better in terms of watch time…meaning LinkedIn videos have more views once they’re posted versus other platforms. Your connections on LinkedIn will watch your videos because they’re closely related to business, which is what your LinkedIn audience is primarily focused on. They’re not looking for what you did this weekend or what you ate for lunch; rather, they want to learn more about you and how you can help them. When creating video content, you’ll want to consider this before crafting your message. We know this will come as a surprise, but no one buys because they viewed your video. They buy because they’ve been convinced (by the video) to pick up the phone and call you (a.k.a.: engagement). Since people buy from people, you’ll want to incorporate into your marketing strategy a call to action. Posting a video and adding a call to action will ensure it performs better than those that do not contain a call to action.

Here are the top 4 video marketing strategies on LinkedIn

  1. Answer an FAQ. Consider your target audience. What do they want to learn? To get to a common list of FAQs, you can simply think about your current clients/customers. What are the most common questions they ask you when or before they work with you? For us, they typically ask questions like, “Can you help me write a script?” or “What color shirt should I wear?” or “Where should I upload this video?” To add a layer to this tip, you should also post this video on your website’s company page…specifically the FAQ section. You can share each video (if you have more than a couple of FAQs, we’d recommend a video for each) on LinkedIn. Again, by posting one FAQ video there, you can drive traffic to your website and increase brand awareness.
  2. Case Study Video. There is nothing better than sharing what you did for a client or customer. You can take this to the next level by sharing a video where the client speaks to the issues they’ve been struggling with and how things changed once you’ve engaged with them. By having the client tell their story, you’re gaining credibility from the viewer. Consider this, which do you find more credible, sponsored content or a client sharing how they benefited?
  3. Share a Breaking News Update. If you’re a campaign manager, you’ll want to incorporate into your social media strategy a breaking news segment. Has something changed in the industry? Has something improved in your business? Have you hired someone new who can help you improve your client’s experience? If you’re a real estate agency, you might talk about the latest trends in staging or home sales or mortgage rates. If you’re an air conditioning company, you might share new tax implications to buying a new unit or upcoming government regulations affecting new units moving forward. Whatever the topic, your social platform should reflect your level of experience and knowledge of trends to warrant a breaking news video on occasion.
  4. LinkedIn Video Ads. Whether you’re a product or service, crafting a LinkedIn message that considers your target audience’s needs and wants can provide a substantial return on investment. Video ads are one of the last ways you should use video on LinkedIn. We say this because there are several ways to use video without additional costs before you should find the need to promote the video to your followers (or outside your network). Our guess is you haven’t reached every one of your connections directly (whether via phone call or email) to introduce yourself or ask if they’d like to talk more.
  5. BONUS: Introduction Video. Why not craft an introduction email that you can email directly to your contacts? We wouldn’t recommend spamming people, rather, why not send a short video to say thanks for engaging with me on LinkedIn? Or thanks for connecting with me and let me know how I can help you? These are effective tools to help you better connect with your contacts and help them better understand what you do. They can be generic in nature and captured professionally and are sent directly to your contact once you’ve connected. Make them warm, personable, and inviting. Be a partner, not a salesperson.

We hope these tips are useful for your LinkedIn experience. Whether you’re answering an FAQ, helping a potential client understand what you’ve done for others, sharing a breaking news article, or crafting the perfect video ad, it all comes down to engaging with your prospects or referral partners. The more people understand who you are, what you do, and why you do it, the more connected they feel.

If you’re in a professional field or need to present yourself professionally, you’ll want to hire a production crew who can help you craft the right message and give you that professional look. If you’re not sure who to hire, here are some questions to ask before hiring a production crew… These questions will help you decide if they’re right for you.

Manufacturer Product Videos & Increased Sales

Manufacturer Product Videos, image of manufacturing (milling cutters)

Manufacturer Product Videos

At Plum, we’ve shot and edited several Manufacturer Product Videos to help them market their products to retailers and end users. While most manufacturers use a wide range of techniques to market and sell their products, only a few use video as a driver for business.

We believe in creating high quality video that tells a story about the manufacturing process and the benefits of the finished product. For the purpose of this blog, we’re sharing a few ways a manufacturer should be using video to show what their product is, how it’s produced, and how it’s used.

Process Video. This type of video is created to illustrate the full production and manufacturing process is completed. Usually this means showing manufacturing from start to finish and how the product is put together. This is also where you’d highlight that your products are made in the USA or illustrate how the production line works together to create a high quality product.

We recommend this video be approximately 90-seconds in length to ensure you show all the important qualities of your process and product. Keep in mind, the best marketing campaign videos tend to be shorter in nature, yet adequately inform the viewer.

Social Media. Manufacturing companies also need to feed their social media funnel. Plum will work with the marketing team, sales team, and management to ensure the messaging matches the appropriate branding components for consistency.

Most manufacturers don’t think of social media as a way to sell, but by selling to the end user about their unique selling proposition and the benefits of their product, manufacturers can pull sales through the distribution channel without relying on retailers or distributors. By using social media, manufacturers can create a strong first impression and increase engagement.

Hiring? Whether the company is just starting out or has been around for awhile, capturing and retaining the best employees is critical to its success. Whether the company finds new employees through email marketing or various hiring websites, it’s critical to craft the perfect message to the target audience. We recommend featuring a career video on the company’s career page that can differentiate you from other manufacturers.

Demos. If you’ve already shown the production process, the next step is to show how the product works. That’s where manufacturing marketing works best. We recommend creating a video marketing campaign that illustrates how the product works and the benefits it solves. We also recommend that it highlights the pain points that relate to the end user, even at a high level. By digging into the pain and costs of not purchasing the product, a video can help the buyer know whether the product is right for them.

If possible, when seeking any type of video production services, we recommend you ask to see how they’ve helped other manufacturers describe the most important pain points the buyer might face and show how each one is solved after purchase. This can be shown on a website, direct marketing, emailing, or trade shows. Here’s an interesting example of a demo video.

Video Reviews. Our clients have shared with us that there seems to be a point of differentiation when someone buys. When a product has a supporting video, they tell us that sales are greater than those products without video. On the other hand, when a product has a testimonial video, sales increase even more.

What they tell us is that video helps a buyer understand what a product is and how it works, but a testimonial will help a buyer know that someone was happy after their purchase and was comfortable sharing their experience with others via video. While we’d love to shoot that testimonial professionally, it can be just as powerful when shot by the customer him- or her-self on their phone or webcam. The results are positive either way… it’s just a matter of how professional the manufacturer wishes to appear. Below is a nice video review for a legal office…but same rules apply for any manufacturer.

Referral Requests. Many times it’s helpful to ask an existing client for a referral. Why not ask via video? As a manufacturer, you could shoot a short video asking an existing client for a referral. It might sound something like, “Hi there! You recently shared with us that you felt your purchase was a positive experience. Why not share that experience with others? We love referrals! In fact, great referrals are someone like…(describe who). If you can think of anyone who fits this description, would you mind emailing me their contact information? I can mention your name, or go without mentioning it, just let me know.” This is a simple, consistent message that can be sent out after every positive customer experience.

 

Related Posts:

Key Marketing Videos for Sales Funnel

How to Generate Sales Leads with Video

South Florida Manufacturers Association

How to Choose the Best Video Production Company

stamp stating best quality

Finding a Quality Video Production Company

Now that you’ve decided to add video to your digital marketing strategy, how do you decide which company to work with? Do you employ the same tactics you do with other vendors, such as putting out an RFP, waiting for everyone to bid, interview all the ones that look the best, and then decide which one to use? That depends on whether you’re looking for a vendor or a partner.

Our clients have told us they’re looking for a partner to help them improve their video game or they want someone from the outside to help them identify opportunities to sell more of their product or services. If you treat them as a vendor, will you get the best out of them? If you’re looking for the best video production company, you’ll want to do some research and find an awesome partner. Here’s what we recommend:

  • Good Fit. If you’re looking for a fit within your company, you’ll want to consider your culture and ask questions related to you company’s way of doing things. If you work in a top down organization, you’ll need a vendor. If you work in a collaborative environment, you’ll need to find a solid partner who can fit in and who doesn’t think they’re more important than you. Choosing the right video production company is more than just the selection, it’s also about the fit.
  • Don’t Get Dazzled. While you are looking at their work, you may come across their demo reel. When you do, don’t get too dazzled by cool graphics and animations that you’ve never seen before. Chances are they’re templates they’ve inserted. Yes they’re cool, but did the production team identify the target audience and market to the needs of the potential clients? Did the video perform? If all you see is their demo reel, you may not know what any of those finished projects actually looked like in the end. They might just be the best parts of a poor performing video.
  • Recently Produced Videos. When you choose a video production company, dig into their previous work. Video companies are usually working hard to create quality videos, but they are sometimes not the best at posting current stuff. If you don’t see any recent work, check out their Vimeo page because that’s where they probably posted the most recent stuff. The other area to check out is their social media pages. If they’re a full service video company, they’ll have stuff posted there too.
  • Get A Few Quotes. When compiling your list of video production companies to create your corporate video, you’ll get a few quotes. One thing we’ve learned is that pricing can vary dramatically. One time we found out a client posted a job on a website to get quotes. Without talking to 80% of the companies who responded, they said they had quotes from $850 to $21,500…for the same job! How is that possible? We don’t know. We just recommend that you consider the value for the price your being quoted.
  • Value. This is simply an area of “You Get What You Pay For.” If your budget is $850, you’ll be able to find someone who wants to do it for that. They may be brand new in the business, but they’re hungry to build their portfolio. On the other hand, if your budget is $21,500, you’ll be able to find someone to do it for that as well. Your expectations will be high, so make sure they can handle what you’re giving them. Professionals who require a larger investment are able to command that because they are confident in their results and will be able to make your video a success.

Regardless of your project, finding the right video production company will be the key to your video’s success. The time you invest to finding the right one is critical and we recommend using the ideas above to find the right one for you. Obviously we can answer any questions you have, but we also may not be the right one for you…only you can decide that (and we promise we won’t be offended if you tell us we’re not the right one). If you’ve never done video before, you might want to read some of our other blog posts to help you learn as much about the process and critical factors to a successful marketing video production process.