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Where Should Video Be Placed On My Website?

website video - laptop image

Where to Put Video on Website

You’ve decided to hire a crew to make your professional video. Your web development company has insisted you have it. They have some ideas of where and what they want, but you want to know, “Where should my video live on my website to get the greatest impact?”

When you create a professional video for your website, you want to think about where you are going to place it. Whether it will be hosted on YouTube, Vimeo, or your own site, knowing what to do with it is key. To answer the question of where to place it, we have a few questions we’d ask in return.

First, what type are you creating? (If you’re not sure what type you should have, see the blog post titled What Type of Video Should My Business Have in 2018?)

Next, why did you decide this is the video you wanted to create? You might have a little motivation as to why you’ve create this video, so help us understand that. Once we understand what video and why, we can help you better decide where to place it on your site.

Here are a few options in terms of where to place your video(s) on your website:

  • Home Page (Above the Fold). This might be a good place for video that doesn’t have music or speaking parts. Here’s an example of a website that uses video in the background above the fold.  The Yacht Company does a great job showing off yachts before you travel through the rest of the site. This is a simple video you should ask for when shooting video. You never know when your site might lend itself to a snippet like this.
  • Home Page (Below the Fold). The types of videos that you use here are usually the About Us style videos. A recent client, HyDroneClean, created a short informational video about what they do and placed it on their home page (scroll down a little). When a potential client lands on a website, they tend to scroll a little bit anyway to see if they can learn more. Once they see a video, the play button beckons them to push it!
  • About Us Page. Again, this is where you might find the About Us video. It features a story about the business and allows the viewer to better understand how they might benefit from working with the business.
  • Testimonials Page. So many times businesses have written testimonials listed on their site, and that’s awesome. If you’re looking to kick up the value of the testimonials, a video testimonial is even better. Check out Credit Brain’s testimonials that we shot for them a while back. They have a dedicated web page on their site to feature these videos, telling us, a video is even more valuable than just the written words.
  • Blog. Does your site have a blog? Has it been helpful to create content for Search Engine Optimization (SEO) results? That’s the number one way you can create great SEO results is to constantly create content. If you want to “level up” your blogging game, add video. There are several ways to do it. One option is to create videos based on what you wrote or write the blog based on what you say in the video. Another option is to feature a written blog about one topic linked to a video blog you created on YouTube. A great example of this is our video blogging site JennJager.com. This site is based on the YouTube Channel created by our very own Jennifer Jager. She blogs about all aspects of video and the blog is created based on what she shares on her YouTube Channel. Check it out.

These are just a few uses of a video. Where you place them is based on it’s purpose and expected outcome. If you expect people to call you after viewing the video, the best types of video are the Testimonial and About Us videos. If you want people to better understand what you do in a short amount of time, an About Us video is your best bet. Finally, when you have a need for improved SEO, consider a video blog (with a written portion to ensure all the search engines find you).

 

Other Related Articles:

Website Video Idea – Employee Spotlight

8 Important Reasons Businesses Should Have a YouTube Channel

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Why Do Production Companies Quote Different Rates for the Same Project?

Paper ripped to expose words pricing secrets

How Much Does a Corporate Video Cost?

Recently we had someone ask us how much does it cost to create a corporate video, and specifically for their service? During the conversation they shared with us that they had two other quotes and wanted to know why each quoted drastically different prices. They shared that one was nearly half our project price and the other was nearly double. What gives, right?

We completely understand and couldn’t agree more. Each production company can have wildly different pricing strategies, but they usually vary for different reasons. Here are several reasons why you might be getting different quotes for what seems like the same thing.

…And The Variables that Affect Price

  • Experience. Yes, you probably knew this already. The more experience they have, the more projects they have, and the customers they already have can all illustrate the production company’s competence. If they’ve been doing it for 9 or 10 years (like us), they more than likely have encountered several issues that can come up on the shoot and they know how to prevent them. They probably don’t need to prove themselves because they have enough work to show they can do it already. We’ve said this before, but you can find a production company for ANY budget! You want a production company that can do the work for a few hundred bucks? No problem, there are several people out there who work from home who can do this type of work for that rate. They don’t mind building their portfolio by being highly aggressive in their pricing. If you want to hire a large, high budget crew, you can find them as well….and everything in between.
  • Equipment. Recently we lost a project because we didn’t charge enough. We were a couple thousand dollars less than who we were up against. We were surprised to hear this, but when the potential client shared with us that the other company was going to be renting their equipment, we were not longer surprised. When the company doesn’t own the equipment, they are forced to markup rental equipment to have a successful shoot. While this potential client couldn’t get over spending less for the quality work, don’t be fooled by higher prices…it doesn’t ALWAYS mean better quality. It might! But it also might not.
  • Approach. Each production company approaches their projects a little differently. We’ve heard one company say they want to allocate a full day for an interview (with B-roll shots) when it really only warrants a half day shoot. Their logic was that the person on camera would feel more relaxed and engaged. While we don’t think a full day is necessary to get someone to feel relaxed in front of the camera, others use this as an excuse to charge a little more (especially if the budget is large enough).
    • Approach (part 2). The more the shoot is planned, the smoother the shoot. Not all production companies approach their shoot the same. Planning the day should include time slots for each person on camera, shooting specific B-roll shots, allocating time for additional product shots (when appropriate), and much more. How important is a plan? It’s the most important part of the process. Without it, we won’t shoot because there’s nothing worse than shooting and trying to figure out how to put it together later. The client won’t be happy and we won’t be proud of our work.
  • Add-Ons. There are several features that can be added on in the shoot and in post production. Examples might include:
    • Drone & Drone Pilot
    • Additional Locations
    • Professional Talent
    • Make Up Artist
    • Stock Video (can sometimes be an extra)
    • Additional Equipment (due to specific needs of client)
    • Custom 3D Animation
    • Professional Narration
    • Location Costs & Permitting (sometimes free, sometimes not)
    • Additional Shoot Days
    • …and on and on.

Don’t be discouraged. Sometimes we feel like some companies treat the video world like the Wild West while others are respectable and forthcoming. Those that have been around for many years, typically have done the right thing for their clients. Do a little research, like this article about Questions to Ask a Video Production Crew Before You Hire Them or this follow up article that shares More Questions to Ask Before You Hire a Production Crew. Speak to their current clients, their past clients, people they’re connected to on LinkedIn. There are several ways to confirm the production company you are interviewing is right for you. If they don’t understand your project or concept, move on to the next company, there’s always one right for you.

Got a question? Want to know more or want to compare us to someone you’ve gotten a quote from, we’d be honored to help.

 

Related Article: 

How to Write a Corporate Video Script (from our own Jenn Jager)

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When & Why Technology Companies Need Video

AI meets Tech meets Video

Why Video in Tech?

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, if you’re in tech, 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.

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Testimonial Video: How Many People Should Be In It?

People in a Business

How Many People Belong in a Testimonial Video?

This is a common question we get all the time. How many people should be interviewed? Or how many testimonials should we have in the video? The answer is much more simple than you think. There are a few variables that affect the quantity of people that should be in your video or testimonial video.

Testimonial Videos are one of the most impactful types of videos a business can create. We’re not just saying that we’ve seen it. Testimonial videos are more impactful because YOU are not the one telling the story, THEY are. Who better to describe how they were helped than the people who were helped?

As an example, if you are creating a 60-second video featuring testimonials, you have to think about how long each person has to say what they need to say. If while on camera, they are going to say, “XYZ Company was the most reliable company I have ever worked with because they provided me with answers that were relevant to my issue and solved my problem.”

It would take between 8 to 12 seconds for them to say just that line. We have to also assume they’ll want to give a little backstory as to what they were looking for in a company and why they were looking for that. Let’s assume each of those statements could be made in the same amount of time. Three sentences, average of 10 seconds each, is approximately 30 seconds of content (provided they stated it perfectly).

I have to imagine, you’re starting to notice the problem. If you wanted three people on camera giving you a testimonial but each person said three or four sentences that took 30 seconds to say, you’re running out of time pretty quickly. Don’t forget, we’ll also need a little breathing room between each testimonial to set the stage for what their issue is and how the business solved it.

The above only addresses the time it takes to make a statement, but does not take into account that you may want to have a voice over stating how to contact you or to reinforce something that was said in one of the testimonials. All of this is why when we have clients creating a testimonial, we recommend a 90-second to 2-minute testimonial video to ensure you have enough time to get what you need plus the additional B-Roll shots required to create a polished, finished video.

When we take into account the above, we find that you can typically get between two and three people in a 2-minute testimonial video. Even more perfect than that is it typically takes about a half day to get testimonials from that many people along with the B-Roll shots.

We like to use this video as an example because it provides you with all the information you need to help you understand what problem is being solved and why that company was able to accomplish it.

This video allows time for the viewer to understand what the issue that Bill faced and how Credit Brain helped him overcome it. You can feel a bit of emotion in this story and, if you were in Bill’s situation, you might be inclined to make the call.

While video isn’t the only reason people call, it sure does help the viewer understand and feel the situation more clearly. If this is what you’re after and still have questions, feel free to reach out to us with your questions, or comment below.

 

Related Articles: 

Creating Impactful Healthcare Marketing Videos

12-Step Guide to Creating High-Converting Customer Testimonial Videos

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How long does it take to create a professional video?

Photo taken during a video shoot with Plum Productions

Time is money and you want to know, how long should it take to get my video? You have every right to ask that question. You also have every right to get an honest answer. While we’ve had clients come to us because they were frustrated with how long it was taking to get their video from another production company, our goal is to be as upfront about timelines as possible. Timelines vary by several factors. Let’s dig into what can change the timeline and what you can do about it.

  • Deposit. Yes, we, like many other production companies, require a deposit to get started. This can sometimes slow the process down a little, depending on how large the client’s company is.
  • Before the Shoot.  You’ve decided to move forward and you hope to get your video in a week…is this realistic? Probably not, but it could be. We consider the time before the shoot to be the most critical and has the biggest impact on timeline. Here’s why: We base much of the rest of the video’s outcome on what happens before production begins. We hold a preproduction meeting to ensure we completely understand and everyone agrees to the direction the shoot is heading. We write scripts, plan the shoot schedule, etc. based on this information. A poor plan can result in a poor video, so we can’t stress how important a good preproduction meeting is for your success. This portion of the production usually doesn’t slow the process down unless things change directions and decisions can’t be made in a timely manner. Usually doesn’t happen, but sometimes it does.
  • The Shoot. The shoot is the shoot. It’s where the planning meets reality and stuff starts to happen. Typically we schedule a half, full or multi day shoot for a set number of hours. Again, this doesn’t usually cause any delays to the delivery time unless the client cannot schedule the shoot until someone has returned from vacation or needs to wait until a date in the future to begin shooting. That also applies to our schedule. If we’re already booked for the next several weeks, a new shoot most likely won’t get scheduled until after that clears up a bit.
  • Post Production. Here’s where time bends. Our goal is to always get you a finished product to review within about 7 to 10 days (unless otherwise stated during the shoot). Typically this is good for the client and good for us. It allows an adequate amount of time to be creative in the editing process while still keeping to a deadline. Where things typically slow down is when the client receives the first edit. That’s not a problem because there are usually several people involved on the client side to provide adequate feedback and list the revisions. There should always be revisions. We fully expect the client to want something revised, after all, it’s their video and they need to get what they want, right? Once we get the revisions from the client, we usually apply those concepts, thoughts, and themes to any other remaining video edits and make the changes to the first video. Believe it or not, one time we waited 6 months to get the revisions list. These things happen and when they do, they affect how quickly the client receives the completed video.
  • Final Payment. Once we’ve completed the required rounds of revisions the client will provide final payment and the final videos are delivered. Again, this can stall the delivery process if it takes a few weeks to process checks at your company. This isn’t common, but it does happen.

There you have it, several factors that can affect the final delivery time of your video. How long should it take to get your video created and delivered depends on schedules, payment timelines, and revision/feedback timelines. Our typical projects take anywhere from 30 days to 3 months…depending on the client. That said, one time we started and completed a project in 7 days…so that can happen as well. We can say with certainty that it’s very difficult to provide a highly produced, quality video in less than 30 days…and even more difficult is producing an delivering a video by last week (as is sometimes jokingly requested).

If you’ve been waiting for a video production company to complete your project and you’re outside those timelines, give us a call, we may be able to help or give you some questions to ask. Any other video questions?  Give us a call.

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Secret Weapon To a Successful Trade Show Exhibit

image of trade show

You are scheduled to attend a trade show as an exhibitor, and you want to get the most out of the show. What do you do to maximize the results of the time you invest in preparing? You can use video before, during, and after the show to maximize the impact of the show.

Pre-Trade Show Video Strategy

One often overlooked yet potent tool is the pre-trade show video. Understanding the attendees’ profile is key, and if you have their email contacts, you’re at a significant advantage. The impact of sending them a personalized invitation to your booth is greater than you can imagine. This strategy goes beyond mere attendance; it’s about creating a memorable experience before the event even begins.

Why a Pre-Trade Show Video?

  1. Build Relationships:  In the business world, the statement of “know, like, and trust” is powerful. A warm, inviting introduction video can set the stage for building these potential relationships. By giving attendees a glimpse of who you are, you increase the likelihood of them stopping by your booth, initiating valuable interactions.
  2. Humanizing Your Brand: Today digital interactions are the norm, showcasing the human element of your business is vital. People prefer dealing with other people, especially when it comes to resolving issues or making significant decisions (think sales). A personalized invitation video can add a human touch to your trade show presence, making your brand more approachable and relatable.
  3. Stand Out: While some exhibitors might reach out via email, very few leverage the power of video invitations. By adopting this approach, you distinguish yourself from the crowd. Creativity in your video content can further enhance your visibility and appeal, even as video invitations become more common.

The more personalized the message the better, but here’s a good example of what one client did prior to a trade show they were attending.

“Hi, I’m (insert name) from (insert company). You’ve registered for the upcoming trade show and you’re probably starting to identify which booths to visit to make the most of your time at the expo. We’d like to invite you to stop by and enter …  “

Use Video During the Trade Show

Why stop at sending them an invitation? Using video throughout the trade show can significantly enhance your impact at the show. Here are a few ideas:

  • Expo Display Videos: Create engaging content to display at your booth. It will attract and retain attendee’s attention. You’ll find attendees strolling by looking at your video, giving you the chance to engage in a conversation.
  • Don’t Rely On Audio: If you chose to create a Trade Show Video, remember that it’s going to be noisy during the event. You won’t want to feature or rely on interviews or narration to do the job, you’ll need strong visuals and engaging words on screen to capture their attention.
  • Use Pain Words: Putting a transcript on the screen is nice, but using graphics highlighting the pain your typical clients have will capture their attention.

Post-Show Videos

After the show is over it’s time for the follow up. That’s usually where others drop off and don’t perform well. Make it easy on yourself.

  1. Thank You Message: Create a post-show thank you message thanking them for attending and visiting your booth. Use the contacts you’ve gathered and send a “personalized” note. Personalized means general enough to speak to anyone who visited, but specific enough to resonant with most visitors.
  2. Contest Announcement Video: Typically, exhibitors have a giveaway or prize they’re awarding. Engage attendees with a contest and announce winners through a video, adding an interactive element to your presence.

That’s just the tip of the iceberg. There are several more things you can do with video before, during and after the trade show but these will get you started. A key takeaway is that most people won’t do any of these things. They’re content to just talk to people and hope they call them after the show. Hope shouldn’t be a strategy. Use video to engage before, during, and after the trade show to maximize your efforts in gaining new sales.

If you need help creating ideas, creating concepts, or just want to get started creating a video for your trade show event, give us a call. We’re happy to help.

 

Related Articles: 

Why Your Trade Show Booth Needs a Video

7 Benefits of Video in Business Marketing

47 Interactive Trade Show Ideas

 

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Why Multi-media Works

Multi-Media Photo from a Plum Productions Shoot

Why Multi-media Works

There are several reasons why you should use multi-media on your website. In this post we’ll cover the reasons to use multimedia, what effect it has on your Search Engine Optimization (SEO), how it affects branding, and the various types of multimedia available for use on your website.

Branding Multi-Media

From a broader sense, we recommend using various forms of media to strengthen your brand. This doesn’t mean add media just to add media, rather add media with purpose. If you are going to add a photo, why are you adding it?

What purpose does it serve and how does it improve or amplify your branding message. The more styles you use (not necessarily on the same page) the better your branding can become.

Types of Multimedia

There are several types of multimedia you can use on your website.

  • First up are images. Whether its free stock photos, photos you’ve purchased, or photos you’ve taken yourself, photos add to your story. If you add images, there are a few rules you should follow and we’ll get to that later in the SEO section. Another form of multimedia are slideshows.
  • Slideshows that are embedded from Slideshare or other web slideshow sites can enhance your image by providing multiple images in a very compact space.
  • Videos. We obviously have a lot to say about video, but here are some things you may not have known. Videos are more likely to show up on the first page of a search engine results that that of photos. Think about that. What’s the value of having your information on the first page of search results? Video isn’t the only thing that can or will get you there, but it is more likely than a photo. This doesn’t mean you shouldn’t post photos. This post would suggest it is a mix of multi-media types that is important. Are you going to click on the video below? Probably. Will it keep you on our site for at least 3 more seconds? More than likely.
  • Audio. Podcasts, streams, etc. Audio plays an important role to some. Some people are more audible than visual. Those audibles love to listen to things (podcasts, music, etc.). Give them what they need every once in a while. Plus, this additional form of media will only help your brand if done correctly.

Time on Your Site

hourglass measuring timeOne of the benefits of having multiple forms of media on your website is that you keep people on your site longer.

Longer is better in terms of SEO. Google and the like feel that the longer one spends on your website, the more informative and important it is to the visitor. If every visitor stays on your site for a minute and a half, this would suggest there was a reason for doing so.

That’s where the “crawlers” and “bots” come in. They comb the website looking for reasons people stay on the site. When they find several forms of media (including video), the report back that the site is informative.

Optimizing SEO

Image of Storyboard Script SketchOne step we would recommend you take is to optimize your website as much as possible. All that means is that you tell the “bots” what they’re finding. You’re giving them a road map and overlay of your site.

For example, if you’re placing a photo on the page, you should include alt text. Alt text is what should show up on the page if the photo cannot load. So if you are posting a photo of a child on a swing on a playground, the alt text might read, “Child on swing at a playground.”

This applies to embedded video as well. You should also name the file (audio, video, image) with terms and words that match what it is. Google is getting smarter and smarter, and they can now process a photo and know what it is. If the name doesn’t match, it may throw out the photo or the website.

Make sure the name of the file is relevant. Also, include an image description if possible. Finally, there are several other things you can do to your website to help with SEO, such as, keywording, title tags, H1 Tags, descriptions, etc.

All of this is too much to get into on this post, and probably needs an SEO specialist to help you. (We know a good one if you need).

 

Related Posts:

How to Make a Corporate Video Production Successful

Sources:Why multi-media content is so good for your website and blog

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How to Use Drone Video In Your Business Video

phantom drone image

Aerial photography has become almost a must have for modern marketing videos. The easiest and least expensive way to get these types of shots today is by using a drone. Recently it has become less and less expensive to achieve drone shots for videos; however, they can still be quite intimidating for first time users.

The toughest part is usually figuring out what kind of shots you might want to include in your next marketing video. If you are lost on where to start, here are four ideas to get you started.

The first is a group shot. A group shot using a regular camera is a good way to get everyone in the company in one shot. But a group shot using a drone is a good way to get everyone in one shot, plus the office, plus the neighborhood surrounding the office. It can also be a good way for your employees to let out some energy. Have them jump around, wave, or make silly faces as the drone races higher into the sky.

The second way a drone can be useful is for super steady moving shots. One of the best things manufacturers included was the stabilizer. The stabilizer is what makes your footage look so smooth, even if the operator is jerky with the controls. Because of this stabilizer, it can even be used as a handheld Steadicam! We’ve used a Steadicam in this video. See if you can spot it!

Steadicam rigs can be expensive, but if you already have the drone, why not use it for more than just aerial shots? It is especially good for quick shots that have to be mobile and where there is little time to set up a steadicam rig.

The third kind of shot is the “reveal.” What is a reveal you may ask? A reveal shot is when you start close to a subject and then zoom out to expose the surroundings. You can also perform this shot the opposite way…but with a drone, this shot can be taken to the next level. Because a drone can be flown so high, and so far away, you can reveal much more than you could with a simple zoom out from a traditional camera. You can zoom out to reveal an entire city, or zoom in to reveal a tiny flower hidden in the middle of an industrial park.

The fourth and final shot is the neighborhood view. This shot is great for showing off the location of your office. It is a great way to show customers where you are located within a bigger city or town. Just be careful about those FAA regulations that prohibit flight in certain areas. Just a few years ago these types of shots would have been impossible for smaller companies to achieve, but thanks to modern technology anything is possible! Using a drone can give you unique shots that cannot be achieved with any other equipment…well, maybe a helicopter, but who has a budget for that? This video starts right out and ends with a beautiful sweeping visual:

Use a drone for your next marketing video, and take it to the next level!
If you’re not certified to fly a drone, or want someone to take care of it for you, give us a call. We’re Part 107 Certified with many hours of flight time. Drone shots are a cool addition to stellar video; don’t be fooled by those who use drone shots as the primary visual in the video…drone video should be used to accentuate and add value.

 

Related Content:

Corporate Video Trends of 2024 That Every Business Must Know

Fun use of Drones at Red Bull

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What Type of Video Should My Business Have in 2018?

What video should you have on your business website? That is a great question. One that depends on what you want to do with it. Many of our clients tell us they want to create a video to tell their story. But, telling the story isn’t what they really want. What they really want is to increase the number of incoming calls or increase sales. That’s what they really want. We’ve worked with hundreds of clients and have found the best way to get what they really want is to ask a lot of questions.

One of the questions we like to ask is, “Why are you making this video?” It helps us understand the purpose and end goal of the video. If you are looking for more phone calls or purchases on a website, a direct call to action must be present. If you are looking for a feel good piece that shows the world some of the good you do, a call to action does not fit.
Another question we ask is, “How will you measure success once this video is complete?” This helps us understand some of why we are doing this and what will qualify as a success or failure. We want to work toward success and know what a failure looks like before we start.

So, what types of video should you have for your business in 2018? There are several types we’d recommend, but each business needs to identify which video needs to be created first and why. This list doesn’t mean you have to do all of them, rather, pick the ones that make the most sense for your business. That said, these are the business videos we are being asked to create for most businesses and the trends that match.

  1. Corporate About Us. Every business should have an About Us video. Here’s why. The first thing people do when searching for a business is research. That’s why Google will return information about a business or topic the first time you search. After that, Google assumes you want some more details and may return other sites that are more granular. During the research phase, your customers want to know who you are, can they trust you, and feel compelled to pick up the phone to call you. The About Us video answers the following questions:  (a) Who is this company, (b) Can I feel comfortable working with them, (c) Can I trust them, and, (d) What experience do they have? Here’s an example.
  2. Testimonials. No one can tell your potential customers that you do a great job better than your existing customers. If you tell them, the potential customer will most likely think, “Yes, that’s what you want me to believe” or “Yes, that’s nice, but you’re trying to sell me on your services.” But, if your existing customer is on your website telling a potential customer how good of a job your business did for them, they’re more likely to believe it. Whether you create one video with several different people giving testimonials or several videos with one testimonial in each, your existing customer should be telling this story. Here’s a different way to share your client testimonials. 
  3. Video Blogs. Also known as a vlog, a video blog is a way to show potential clients that you are professional, understand your business and how it helps your clients, and positions you as an expert. Pick topics that you know and title each video with a question or include terms that potential clients would search related to your business. For example, if one was looking to find a sales trainer, the potential client might search, “How do I improve my sales process?” If they search this and the title of your video is the same, you have a greater chance of showing up in the results than someone who posted the video titled, “Sales Information.”  Here’s an example.
  4. Promotional Pieces. Promotional pieces are just that…a video to promote your business. More than that, a promotional video will provide a visual as to what you do. For example, if you are a kitchen cabinet manufacturer, you might consider a video that highlights the showroom (see video below). The promotional piece is the standard video you see on television, websites, and ads that run on YouTube, etc. These are expected by consumers, but don’t always make the difference in making the sale.

This would be our recommendation for the top 4 videos you should have for your business in 2018. If you were to ask us what other videos you could create, we would have a much longer list. Event videos, tour videos, product videos, animations, …and the list goes on. These are the minimum 3 or 4 every business should have.

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Product Videos: How Much Can They Really Impact Marketing?

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Using Product Videos In Your Marketing

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). Google 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.

Clarify Your Message

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!

 

 

Related Posts:

Hotel Video Production Marketing Strategy

Best Practices in Creating Product Videos