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How to Measure Video Marketing Success? 13 Useful Metrics

Video Marketing Metrics thumbnail, Plum Productions Corporate Video Shoot

Enhancing Video Marketing Strategies for Maximum Impact

Interested in learning how to measure your video marketing activities? This article provides 13 metrics you should consider when measuring success when creating content.

Video Marketing Success Metrics

Today video marketing continues to be an important tool for businesses aiming to captivate audiences and drive sales. However, contrary to the outdated notion that views are the sole metric of success, the modern approach emphasizes a broader set of performance indicators tailored to specific marketing goals. This updated perspective is crucial for developing strategies that not only attract views but also foster engagement and conversion.

Key Performance Indicators (KPIs) for Video Marketing

The initial step in any video marketing campaign is to clearly define the primary marketing goal. Whether the aim is to boost awareness, increase consideration, or drive actionable results, understanding the desired outcome shapes the strategy and the metrics to track.

  • Awareness Metrics:
    • Views: Measures the total number of views to gauge initial interest and reach.
    • Impressions: Tracks how often your video appears in search results or feeds, essential for understanding visibility.
    • Unique Users: Indicates the diversity of the audience, showing how many individual viewers your content attracted.
    • Brand Recall: Assesses how well viewers remember the video after watching, a crucial indicator of impact.
  • Consideration Metrics:
    • View-Through Rates: Represents the percentage of viewers who watch the video from start to finish, indicating content engagement.
    • Watch Times: Measures the total amount of time viewers spend watching the video, reflecting content relevance and engagement depth.
    • Favorability: Quantifies changes in viewer perception towards the brand post-viewing, crucial for gauging sentiment.
    • Consideration Lifts: Assesses how much more likely viewers are to consider your brand for purchase after watching the video.
  • Action Metrics:
    • Clicks: Tracks the number of actionable engagements like clicking on a CTA, crucial for conversion tracking.
    • Calls: Measures the volume of calls received as a direct result from the video content, indicating lead generation success.
    • Signups:  If applicable, this gauges the number of signups or subscriptions initiated from the video, reflecting direct engagement.
    • Sales: Tracks the conversions resulting directly from the video, crucial for ROI analysis.
    • Purchase Intent Lifts: Evaluates the increase in purchase intent among viewers post-exposure, linking content effectiveness to potential sales.

Crafting a Digital Funnel with Video

Creating a digital funnel with video is a strategic process that involves understanding your audience’s position in the buyer’s journey and delivering targeted video content that moves them towards a decision. Here’s how you can effectively create this funnel:

  • Top of the Funnel – Attracting Attention

Use introductory videos that address common questions or concerns to attract a broad audience. These might be videos like Frequently Asked Questions or Commonly Searched Questions about your services or products.

Focus on educational content that highlights the problems your product or service solves, effectively generating interest and brand awareness.

  • Middle of the Funnel – Building Engagement:

In the broader videos, mention more focused content related to their question. Offer more detailed videos that dive deeper into how your products or services work, demonstrating their benefits and differentiating features.

It always helps to include customer testimonials and case studies to build trust and show real-world applications of your offerings. Find existing clients/customers who are willing to share their experience with your services.

  • Bottom of the Funnel – Driving Action:

Feature strong call-to-action videos that encourage viewers to make a purchase, contact your company, or take another desired step.

Sometimes, using limited time offers and demos to create urgency and convert interest into sales works. Other times, it makes more sense to give the viewer an easy action to complete to connect them with you.

Throughout this process, tailor your video content to the specific needs and interests of your audience at each stage. By doing so, you guide them smoothly from awareness to consideration, and ultimately to action.

Example of a Top of Funnel Video

Integrating Video with Other Marketing Efforts

It’s crucial to recognize that video rarely works in isolation. Successful video strategies integrate with broader marketing activities to create a cohesive brand experience. Here are several ways to effectively integrate video with other marketing efforts:

  1. Email Marketing
    • Embedding Videos in Newsletters: Increase open and click-through rates by including engaging video content in your email newsletters. Videos can summarize key messages, introduce new products, or share customer success stories.
    • Personalized Video Emails: Use personalized videos to address individual customer needs, enhancing the personalization and impact of your email campaigns.
  2. Social Media Campaigns:
    • Platform-Specific Content: Tailor your video content to fit the unique formats and audience preferences of different social media platforms. For example, create short, attention-grabbing clips for Instagram and TikTok, and longer, informative videos for YouTube and Facebook.
    • Engaging with Followers: Use live videos and stories to engage directly with your audience, answering questions in real-time and fostering a sense of community.
  3. Content Marketing:
    • Blog Integration: Enhance your blog posts with embedded videos that provide visual explanations, demonstrations, or additional context. This can improve engagement and time spent on your site.
    • Video Blogs (Vlogs): Create vlogs to share industry insights, company updates, or behind-the-scenes looks at your business, adding a personal touch to your content marketing strategy.
  4. Search Engine Optimization (SEO):
    • Video SEO: Optimize your videos for search engines by using relevant keywords in titles, descriptions, and tags. Transcripts and captions can also improve accessibility and searchability.
    • Backlink Building: Share your videos across various platforms and encourage others to link to them, boosting your website’s authority and search ranking.
  5. Paid Advertising:
    • Video Ads: Utilize video ads across platforms like Google Ads, Facebook Ads, and LinkedIn Ads to reach a wider audience. Targeted video ads can drive traffic to your site and generate leads.
    • Retargeting Campaigns: Use retargeting strategies to show video ads to users who have previously interacted with your brand, reminding them of your offerings and encouraging conversions.
  6. Sales and Customer Support:
    • Product Demos: Create video demos that sales teams can use during presentations or share with prospects to highlight product features and benefits.
    • Tutorials and FAQs: Develop video tutorials and FAQs to assist customers in using your products, enhancing their experience and reducing support queries.

Using this information, you can create a unified and effective strategy that maximizes the impact of your video content and drives overall marketing success.

Video Marketing Metrics Can Change Often

Measuring the success of a video marketing campaign involves more than just counting views. By establishing relevant KPIs and integrating video into a comprehensive marketing strategy, businesses can better understand and enhance the impact of their video content.

Your metrics should match your desired outcomes. As the digital landscape evolves, so too should your methods for measuring success, ensuring that our marketing efforts are as effective and efficient as possible.

If you need assistance in refining your video marketing strategy to meet these standards, reach out and we can help.

 

Keywords: Video Marketing, Key Performance Indicators, KPIs, Marketing Goals, Digital Funnel, Brand Awareness, Viewer Engagement, Video Content Strategy, Marketing Integration.

 

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4 Creative Ways Video Marketing Attracts New Patients

7 Benefits of Video In Business Marketing

Social Video Marketing

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Elevate Your Local Business with Video

Elevate your local business with video thumbnail for plum productions blog

Elevate Your Local Business with Engaging Video Content

If you’re trying to harness the power of video to boost your local business reach and engagement, you need to create and use authentic, effective content to engage potential customers.

Introduction to Video Marketing Today businesses are embracing digital marketing to it’s fullest. One tool for local businesses aiming to connect more deeply with their audience is video. That makes it an indispensable strategy for enhancing visibility and customer engagement.

Why Video? Because this type of content’s key advantage lies in its high engagement potential, which can amplify your marketing message’s reach significantly. It is not only easy to consume but also inherently engaging, attracting attention and encouraging sharing across digital platforms, thus extending your brand’s reach.

The Psychological Impact of Video Content Visual storytelling taps into the viewer’s emotions, making it an effective way to communicate values, appeal to aesthetic sensibilities, and create memorable content. It can elicit feelings of excitement, trust, and curiosity, driving deeper engagement and loyalty from viewers. This medium helps people relate…more than any other medium.

Creating Impactful Video Content Developing this type of content doesn’t always require high-end equipment or a large budget. Authenticity resonates more with today’s audiences than overly polished, produced content. Sometimes a raw message can capture engaging moments that highlight your expertise or showcase your products authentically. Sometimes a more refined and polished message is important to show your level of professionalism.

Here are several types content that can benefit any local business:

  • Service or Product Overviews: To demonstrate the benefits and unique features of your offerings.
    • These types of content are important to show what you do or what the product can do. These are typically highly effective if they’re done correctly.
  • Promotional Videos: Create exciting and creative promotional videos to generate buzz around your services, products, or special events.
    • These are slightly less effective because most people don’t like to be sold to, rather they want to make their decisions on their own. Use this type of content sparingly.
  • Customer Testimonials: Authentic stories and testimonials from customers can lend credibility and foster trust among potential new customers.
    • These are highly effective! Who better to tell your potential customer how good you are than your existing customers? And, they can say things you can’t say, like, “They are awesome!”
  • How-To Videos: Share your knowledge through tutorials, offering valuable tips while highlighting your industry expertise.
    • This type of content is highly effective to show you’re an expert in the field. They start to watch and then say, “They know what they’re talking about, why do I need to do this? Let me call them!”
  • Behind the Scenes: Offer a glimpse into the daily operations of your business, which can personalize your brand and strengthen customer connections.
    • It’s always fun to learn about what goes on behind the curtain. Give them a glimpse and they’ll begin to feel more comfortable with you.

Expanding Reach with Video This type of content can significantly expand your marketing reach. By leveraging platforms like YouTube, Instagram, and Facebook, you can engage with a broader audience. You can use live streams, webinars, and even interactive sessions to interact directly with your audience, answering questions in real time and fostering a community around your brand.

Our suggestion is to focus on one or two platforms and do it very well. The more focused you are, the better the results will become. You can still post to the other platforms, but use one as your content home that you are monitoring and tracking. More on that later.

Optimizing Video for Digital Success Creating effective marketing involves more than just creating content; it requires planning and strategy. It is also important to focus on optimization for search engines and social platforms. Incorporate relevant keywords in the title, description, and tags to improve visibility. Use clear, compelling calls-to-action to guide viewers toward engaging further with your business.

Keywording helps by telling the algorithm what the content is all about, but it is not the only important aspect of optimization. Other things include include using keywords in the video, spoken words. Yes, YouTube and other platforms now understand the words being spoken. Use this to your advantage.

Measuring Success Track the performance of your content through analytics tools to understand viewer behavior and preferences. Metrics like view count, watch time, and engagement rates are essential for assessing effectiveness and refining your strategy.

Understanding how to measure success is critical to knowing what is working and what is not. Using this data, we can help you create even more content that resonates with the viewer or eliminate content that doesn’t work. Keep in mind, the more focused you are in your keywording and measuring, the better the results.

Implementation Tips Start by understanding your target audience’s preferences and the types of content they are likely to consume. Focus on creating relatable, informative, and visually appealing videos. Consistency is key. This means two things: (a) Maintain a regular posting schedule to keep your audience engaged and interested, and (b) Maintain a consistent brand so you don’t confuse your potential buyers.

Action Steps Begin by deciding whether video is for you and what type of video makes sense for your business. Identify the right type of video to convey the message you’re attempting to portray. That doesn’t mean, “I want to sell more product,” it means, are you trying to show professionalism? Trust? Or any other emotion? Engage with your audience by creating relatable and informative videos. With consistent effort and strategic optimization, watch your local business grow in reach and reputation, potentially even achieving viral success.

Need help or have questions? We’re here to help. Always here to answer your questions, even if we don’t work together. We just think you need video!

 

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Types of Video for Business

The Case for Video Content Marketing and SEO Results

Corporate Video Trends of 2024 That Every Business Must Know

Why And How Local Businesses Should Use Video In Their Digital Marketing

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Three Tips to Winning With Effective Tradeshow Video

effective tradeshow video on display at event

Often times, digital presence is intertwined with business success and tradeshows remain a pivotal platform for direct engagement and networking. Making a highly effective tradeshow video becomes critically important. Between all the bustling aisles and countless booths, standing out becomes a challenge that many businesses face. Enter the game-changer: tradeshow videos. These dynamic tools are not just about showcasing products or services; they are a strategic medium to tell your brand’s story, evoke emotions, and engage potential clients in a crowded tradeshow environment.

The power of video content at tradeshows cannot be understated. It combines visuals, sound, and narrative to capture attention in a way that static displays or printed materials cannot. An effective tradeshow video goes beyond  promotion; it creates an immersive experience, inviting attendees to learn about your business in a compelling and memorable way. From highlighting product features and benefits to sharing customer testimonials and company values, they can significantly impact your tradeshow success.

However, creating a video that resonates with your audience and achieves your business objectives requires more than just hitting the record button. It demands a thoughtful approach to content creation, from understanding your audience and defining clear objectives to crafting a message that stands out. In this article, we’ll guide you through the process of planning, creating, promoting, and measuring the success of your tradeshow videos to ensure you’re not just participating in the tradeshow but winning it.

Planning Your Tradeshow Video

The planning stage is critical in creating a tradeshow video that not only captures attention but also conveys your message effectively to your target audience. This phase lays the foundation for success by aligning your content with your business goals and audience needs. Here’s how to plan your for maximum impact:

1. Define Your Objectives: Start by defining what you want to achieve with your tradeshow content. Are you looking to increase brand awareness, showcase a new product, generate leads, or educate your audience about your services? Your objectives will guide the content, style, and messaging of your video.

2. Know Your Audience: Understanding who your audience is and what they care about is essential. Research the demographics and interests of tradeshow attendees and tailor your content to meet their needs and preferences. This ensures your message resonates and engages the right people.

3. Craft a Compelling Message: Your video should tell a story that connects with your audience. Focus on the benefits of your products or services, not just the features. Use emotional and relatable elements to create a narrative that viewers will remember long after the tradeshow ends.

4. Decide on the Video Format: There are several formats to choose from, including product demonstrations, customer testimonials, behind-the-scenes looks, or company overviews. The format should complement your objectives and be suitable for the tradeshow environment, where noise and distractions are common.

5. Logistics and Technical Considerations: Plan for the logistical aspects of displaying your video at the tradeshow. Consider the equipment you’ll need, such as screens and sound systems, and ensure it is optimized for viewing in a busy, often noisy, environment. This might mean focusing more on visual elements and using subtitles if necessary.

6. Budget and Resources: Allocate a budget for your production, keeping in mind costs for scripting, filming, editing, and equipment rental. Consider what resources you have in-house versus what you may need to outsource to professionals.

Through proper planning, you set the stage for a piece of content that not only draws attention but also effectively communicates your message and achieves your business objectives.

 

Creating Compelling Tradeshow Video Content

After laying the groundwork with thorough planning, the next step is to create content that not only draws attention but also leaves a lasting impression on your audience. Engaging tradeshow content can significantly enhance your booth’s appeal and effectively communicate your message. Here’s how to create compelling content for your tradeshow:

1. Focus on Storytelling: Humans are naturally drawn to stories. Structure your video around a narrative that showcases your product or service in action, highlights success stories, or conveys your brand’s journey. A well-told story can evoke emotions and create a memorable connection with your audience.

2. Keep It Short and Sweet: Attention spans are limited, especially in a bustling tradeshow environment. Aim for a video length of 1-2 minutes to convey your key messages without losing viewer interest. Every second counts, so make sure each moment is impactful.

3. High-Quality Production: Invest in a high-quality production to ensure your content looks professional and is engaging. This includes clear visuals, crisp audio (with subtitles for noisy environments), and a seamless flow of information. Quality production values can significantly impact how your brand is perceived.

4. Make It Visually Engaging: Use dynamic visuals, animations, and text overlays to make it stand out. Visual elements can help explain complex information in an easy-to-understand way and keep your audience engaged from start to finish.

5. Include a Call to Action: Your video should not only inform and entertain but also inspire viewers to take the next step. Whether it’s visiting your website, signing up for a demo, or simply learning more about your products, a clear call to action (CTA) is crucial for converting interest into action.

Creating compelling content that involves a blend of creativity, strategy, and technical execution. By focusing on storytelling, high production values, and keeping your message is clear and concise, you can captivate tradeshow attendees and elevate your brand presence.

Effective Promotion and Engagement Strategies

Creating a compelling tradeshow video is just the first step; promoting it effectively to reach your audience is crucial for maximizing its impact. Here are strategies to ensure it engages attendees before, during, and after the tradeshow:

1. Leverage Social Media: Utilize your company’s social media channels to tease your content prior to the tradeshow. Post snippets or trailers to build anticipation and drive traffic to your booth. Continue to share your snippets on social media during and after the event to reach those who couldn’t attend in person. Get viewers engaged. Have them tag themselves at the event.

2. Email Marketing: Incorporate your content into email campaigns targeted at tradeshow attendees and your broader audience. A well-crafted email can pique interest and encourage recipients to seek out your booth or learn more about your offerings.

3. Utilize QR Codes: Make your video easily accessible at the tradeshow by incorporating QR codes in your booth design. Attendees can scan the code to watch it on their mobile devices, providing them with an immediate and interactive way to engage with your content.

4. Engage with Live Demonstrations: If possible, integrate live demonstrations of your product or service with your video content. This combination can significantly enhance attendee engagement, providing a tactile experience that complements the visual and narrative elements of your content.

5. Follow-up After the Event: Use your tradeshow video as a follow-up tool after the event. Sending a thank-you email to booth visitors and including the video can reinforce your message and maintain interest in your brand. Take it a step further and personalize the email by mentioning things you spoke directly with them about and incorporate a short personal video message.

By implementing these promotion and engagement strategies, you can extend the reach of your video beyond the event itself, fostering ongoing engagement with your target audience and maximizing the return on your investment.

Measuring Successful Tradeshow Video

After investing time and resources into creating and promoting your tradeshow video, it’s essential to measure its success to understand the return on your investment and gather insights for future projects. Here are key metrics and methods to evaluate the effectiveness of your content:

1. Engagement Metrics: Track how many people viewed your video during the tradeshow and afterwards online. Look at engagement metrics such as likes, shares, comments, and watch time to gauge how your content resonated with the audience. You might track how many people visited your booth or how many watched the content as part of the sales process.

2. Lead Generation: Measure the number of leads generated directly from your video. This can include QR code scans, website visits, unique phone numbers, unique emails, sign-ups for more information, or direct inquiries about your products or services.

3. Conversion Rates: Evaluate how many of the leads generated from your video turned into actual sales or business opportunities. This will help you understand it’s effectiveness in driving tangible business results.

4. Audience Feedback: Collect feedback from tradeshow attendees and online viewers about your video. This qualitative data can provide valuable insights into what worked well and what could be improved for future video content. Be sure to ask specific questions about what they learned after watching rather than, “What did you think?”

5. Social Media Reach: Analyze the reach and impact of your content on social media platforms. Metrics such as shares, views, and engagement on these platforms can indicate it’s broader appeal and effectiveness in extending your brand’s visibility beyond the show.

Carefully analyzing these metrics can provide you with a comprehensive understanding of the video’s performance. This not only helps justify the investment but also informs your strategy for future content, ensuring continuous improvement and greater success in your marketing efforts.

Conclusion

Tradeshows provide a unique opportunity for businesses to showcase their offerings and connect with potential customers in a dynamic environment. In this competitive landscape, videos emerge as powerful tools to capture attention, convey messages, and engage audiences effectively. Through careful planning, creating compelling content, employing strategic promotion and engagement tactics, and measuring success, businesses can elevate their tradeshow presence and achieve remarkable results.

“Winning with Tradeshow Videos” is more than just about having a video play at your booth. It’s about crafting a narrative that resonates with your audience, stands out in a crowded space, and ultimately drives your business objectives. By following the guidelines and strategies outlined in this article, you’re not just participating in the tradeshow; you’re setting the stage for success.

As the digital landscape continues to evolve, the role of video at tradeshows will only grow more significant. Investing in high-quality, engaging video content is an investment in your brand’s visibility and impact. Remember, the goal is not only to attract attention during the tradeshow but to leave a lasting impression that continues well beyond the event.

 

Related Articles: 

Manufacturer Product Videos & Increased Sales

Why Your Trade Show Booth Needs a Video

Secret Weapon To a Successful Trade Show Exhibit

Walk Through of Good and Bad Trade Show Booths

 

Keywords: tradeshow video, video marketing, tradeshow success, engaging video content, tradeshow promotion, video engagement strategies, tradeshow planning, video content creation, tradeshow ROI, business networking

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Free Guide to Improve SEO With Video On Any Business Website

Video helps website SEO

Yes, Video On Your Website Improves SEO

Can video improve your SEO ranking in search? We find that it helps in an indirect way. Having a strong online presence is crucial for businesses to reach their target audience and stay competitive.  Search engine optimization (SEO) plays a vital role in ensuring that your website ranks high on search engine results pages (SERPs). While there are many strategies to boost your website’s SEO, one often overlooked method is incorporating video content into your business website.

The Power of Website Video

Video has become an incredibly popular form of content consumption and an effective means to promote or convey a message. According to recent studies, 85% of internet users in the United States watch online videos regularly. Additionally, over half of consumers want to see more video content from the brands they support. We’ve even seen a rise in introduction videos.

From product demonstrations and customer testimonials to behind-the-scenes footage and educational tutorials, video allows businesses to communicate their message effectively and engage with their audience in such a way that builds trust and creates a connection between the business and the viewer. By adding videos to your website, you provide visitors with diverse media options that cater to different learning styles while keeping them on your site longer…leading to improved SEO.

The Impact on Website SEO

It’s no secret that search engines love rich media content like images and videos. When it comes to ranking websites, search algorithms take various factors into account – including user engagement metrics such as time spent on site and bounce rates. Video easily adds time spent on your site while they view your content.

A well-optimized video embedded within your webpages can significantly enhance these metrics by increasing dwell time – the amount of time users spend actively engaging with a webpage before returning back or navigating elsewhere. As visitors stay longer on your site watching informative or entertaining videos related to their interests or needs, it signals search engines that you have valuable content worth promoting.

Title Tags: Incorporating Keywords

Title tags play an essential role in helping both users and search engines understand what a webpage is about. Including relevant keywords in your video’s title tag can improve your website’s visibility on SERPs for those specific terms.

For example, if you have a video tutorial on “how to bake a cake,” incorporating the keyword “cake baking tutorial” into the title tag will increase the chances of your video appearing in search results when someone searches for that particular topic. This increases organic traffic to your site and boosts SEO rankings.

Video Transcriptions On Your Website: Boosting Keyword Density

In order for search engines to understand what a video is about, it’s crucial to include transcriptions or captions. Not only do they provide accessibility benefits for users with hearing impairments, but they also contribute to SEO by enhancing keyword density within the page itself. While YouTube usually generates a transcript automatically, the transcript typically does not embed into your site; therefore, you should embed one yourself.

Crafting accurate transcriptions that capture key phrases and industry-specific terms directly related to your content helps search engines recognize the relevance of your videos and webpages more effectively.

Social Sharing: Increasing Backlinks & SEO

One major factor that affects SEO is backlinking – when other websites link back to yours. By having engaging videos on your business website, you increase their shareability across social media platforms like Facebook, Twitter, LinkedIn, and YouTube. When viewers find value in these videos and share them with their network, it generates more exposure for your brand while creating valuable backlinks – ultimately contributing positively towards improving SEO rankings.

Here’s an interesting video that helped one nonprofit understand what they do with their 5k Race in raising funds to help those in need. This video lived on a website that kept people engaged because it was fun to watch, entertaining, informative, and visually appealing.

(Did that entertain you? Did you watch some of the video? You just spent a little more time on our blog post, didn’t you?)

The Mobile Advantage

In recent years, mobile usage has skyrocketed globally. Over 50% of online searches now come from mobile devices rather than desktop computers. Websites with embedded videos are proven to be more mobile-friendly compared to pages filled solely with text-based content or heavy images since they tend not only load faster but also offer an interactive experience without overwhelming small screens or draining data plans excessively. This mobile advantage further enhances user experience, which search engines prioritize when determining SERP rankings. A seamless mobile experience that incorporates engaging video content will help your website rank higher in searches conducted on smartphones or tablets.

With mobile use increasing so dramatically over the past decade and the ability to stream video increasing at the same time, any business can catch the potential customer when they want information. The new SEO is really about being the solution to their problem (search) when they need it.

Conclusion

We believe that integrating videos into your business website is a powerful SEO strategy that can significantly improve both user engagement and organic search rankings. When you optimize your video’s title tags, include transcriptions for improved keyword density, and leverage the shareability of videos across social media platforms to increase backlinks, you create an online environment that can captivate visitors while boosting the visibility of your brand on search engine results pages.

Incorporating video content is not just optional – it’s an essential component of any successful digital marketing campaign. Start harnessing the power of video today to enhance your SEO efforts and connect with your target audience. If you don’t, your competitors will.

 

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8 Important Reasons Businesses Should Have a YouTube Channel

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How Promotional Video Can Grow A Professional Services Business

Promotional Video for Professional Services

How a Professional Services Company Can Use a Promotional Video to Grow Their Business

Video is king, we know that. Promotional Video is even better for business. What are businesses doing to grow their professional services business? Since more people are consuming information and making purchasing decisions based on the videos they watch, promotional video is a great place start to your marketing plan. We believe this is especially true for professional services companies.

A well-made promotional video can help a professional services company to:

  • Introduce their company and services
  • Showcase their expertise
  • Build trust with potential clients
  • Generate leads and sales

If you’re a professional services company owner, you may be wondering where to start when creating a promotional video. Here are a few tips:

1. Start with a clear goal

What do you want your promotional video to achieve? Do you want to introduce your company to new potential clients? Are you looking to showcase your expertise in a particular area or generate leads for a specific service?  Reviewing profitable lines of service might be a good starting point when trying to decide on what to talk about in the video. Once you know your goal, you can start to develop a script and storyboard that will help you achieve it.

2. Focus on your target audience

Next, who are you trying to reach with your promotional video? Once you know your target audience, tailor your message and visuals to appeal to them. Be specific when talking to them. For example, if you’re targeting business owners, focus on how your services can help them to grow their businesses. Think about how you fit into their daily world and how you can minimize their problems.

3. Highlight your unique value proposition

What makes your professional services company different from the competition… your unique value proposition that you offer your clients. The promotional video should highlight what makes your company special and why potential clients should choose you.

4. Use high-quality visuals

Your promotional video should be visually appealing and engaging. If you run a professional services business, you must portray a level of expertise. You cannot cut corners by using stock video. Make sure the video production company you hire shoots your b-roll in your offices, etc. Using high-quality b-roll video makes your video stand out from others. We highly recommend working with a professional video production company to create your video.

5. Call to action

Most important is telling your viewers what you want them to do after watching your promotional video. Visit your website? Contact you for a consultation? Sign up for your newsletter? Make sure to include a clear call to action at the end of your video. And, make the call to action measurable. We’ve had clients request the call to action remain generic, but how can you measure your success unless you can see if viewers did what you asked them to do.

6. Frequency

If you’re going to run advertisements using your video or videos, you need to think frequency. You can’t run the ad 10 times and think that will provide you with leads. You need to run it a lot to get people to recognize who you are and what you do.

Use a Professional Video Production Company to Create a Promotional Video

Creating a high-quality promotional video can be time-consuming and expensive. If you don’t have the in-house resources to create a video yourself, it’s worth working with a professional video production company.

A professional video production company, like Plum Productions can help you to:

  • Develop a creative and engaging concept for your video
  • Write the script and storyboard
  • Capture and edit your video
  • Use the right music (and sometimes sound effects)
  • Create a video that is optimized for search engines

If you’re serious about using video to grow your professional services business, then investing in a professionally produced video is a wise decision.

How to choose a professional video production company

When choosing a professional video production company, there are a few things you should keep in mind:

  • Experience: Make sure the company has the experience needed to achieve your goals.
  • Portfolio: Review the company’s portfolio to see examples of their work.
  • Testimonials: Ask the company for testimonials from previous clients.
  • Pricing: Get quotes from multiple companies before making a decision.

What Type of Video Content is Right for a Professional Services Company?

When creating a promotional video, we recommend the following types of content:

  • About Us: Your company’s mission and values
  • What We Offer: The services you offer
  • Videos Your target audience and how you can help them
  • Case Studies or Client Testimonial Videos

You can also use your promotional video to highlight any special offers or promotions that you’re running.

A promotional video is a great way for professional services companies to introduce their company and services, showcase their expertise, and build trust with potential clients.

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How To Be A Disrupter in Your Industry – Killer Video

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Elevate Your Brand With Video

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Elevate Your Brand With Video

Elevate Your Business with Corporate Video Production

Staying ahead of the competition is critical to your business’ success. One powerful tool that can give your company the edge it needs is professional corporate video production. It will elevate your place in the market.

The Power of Corporate Video

Video has become the king of content because it’s engaging, memorable, and highly shareable. This makes it the ideal medium for communicating your brand’s message. Whether you’re targeting potential clients, investors, or employees, a beautiful video can convey your story and values like nothing else.

Plum Productions

First, at Plum Productions, we specialize in corporate video production for companies of all sizes. With years of experience under our belts, our team of creative minds and technical wizards is here to transform your ideas into compelling visual narratives.

Second, what truly sets us apart is our ability to seamlessly integrate into your company’s operations. Sometimes, we even take over your existing video production employees, ensuring you get the highest quality service without the stress of managing your employees.

The Plum Productions Corporate Video Difference

  • Fresh Perspective – When you hire Plum Productions, you’re not just getting a the visuals; you’re getting a fresh, outsider’s perspective. We approach your project with a creative eye, offering innovative ideas that may not have been explored within your internal team. This outside perspective can breathe new life into your brand’s story.
  • Exceptional Quality – Quality is non-negotiable. Our team is dedicated to delivering high quality videos that align perfectly with your brand’s image and goals. From scripting to post-production, we maintain the highest standards throughout the entire process.
  • Enhanced Experience – We pride ourselves on clear communication, collaboration, and a commitment to exceeding your expectations. Our goal is to make the process seamless, enjoyable, and stress-free for you.
  • Efficiency – Time is money, especially in the business world. With Plum Productions on your side, you’ll benefit from our streamlined processes and industry expertise. We understand the importance of deadlines, ensuring that your projects are completed efficiently and on time, every time.

Successful Corporate Video - Plum Productions

The Urgency of Excellence

Finally, staying ahead is crucial. Corporate production isn’t just about staying relevant; it’s about setting the pace. Plum Productions is your key to unlocking the full potential of your brand through the power of video.

Don’t wait for your competitors to seize the opportunity. Contact us today and let us transform your corporate production into a force to be reckoned with. Elevate your brand, engage your audience, and make your mark in the corporate world.

The time for excellence is now. Let’s embark on a journey of creativity, efficiency, and exceptional corporate video production. Your brand deserves nothing less!

 

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Video Production

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How to Make a Corporate Video Production Successful

Successful Corporate Video Production Blog Post Image

How To Create a Successful Corporate Video Production

Creating a successful corporate video production requires careful planning, scripting, filming, and editing. Here are some tips from Plum Productions that will help you plan and execute a successful corporate video production:

  1. Define Your Goals & Objective. Before beginning, have a clear understanding of what your goals are for your video. In order for it to be a success, you need to know what is the benchmark for success. Do you want the viewer to take action, like call you or make a purchase? Do you want them to learn about what you do and move on? Your goals and objectives should include specific, measurable actions that you want them to take before ever trying to create a successful corporate video production.
  2. Identify and Define Target Audience. This is one of the most underrated activities most companies do. By defining who your target audience is, you can speak to them in the terms they need. If you do not have a clear idea of who your target audience is, we can help with that, but most people have an idea of who they want to talk to. One thing to keep in mind, if it includes the phrase, “anyone,” or ‘anybody,” you are not being specific enough. By clarifying and fine-tuning this, you’ll be able to create impactful content that will resonate with them.
  3. Select The Video Production Company. You have many to pick from. Choose wisely. They should be someone who understands your target audience and how to present the information you want to present so they understand and know what to do. You can spend a lot or a little on video, but if you don’t have the right company who can do it correctly, you won’t have a successful video to show. It’s not always about having the prettiest reels either. They should be able to show you a video they did for a client that matches the objectives you want to achieve. It doesn’t have to match visually what you’re thinking, rather, it needs to match the objective. Also, know that reels only show their best work…not their normal work.
  4.  Scripting. You likely are not sure how to craft the perfect script and you shouldn’t need to either. That’s the production company’s job. Your job is to approve the script they provide. Let them craft the message and the visuals so you know what you’re getting. A well-written script or carefully planned list of questions are essential to making a successful corporate video production. Make sure the messaging and branding match your needs. The script and video should be concise, easy to understand, and engaging.
  5. Preproduction. This phase is the most important phase of the entire process. Most people like to skip it and move right into the production, but that’s a surefire way to not create a successful video production. This is where the details are worked out, the plans are made, and the schedule is confirmed. All the moving parts need to be mapped out at this point and finalized before the shoot. Anything short of that and you should move the shoot date back. Keep in mind, whatever is recorded during the shoot is what you have to work with in the edit. Make it count.
  6. Production. This is the easy part. It’s very important to have the right equipment, the right team, and all the supporting people; however, this part is simply working the plan created during the preproduction. The best video producers are simply executing what was planned at this point. It makes the shoot day go by quickly and efficiently, and everyone can have fun.
  7. Post-Production. In this phase, the video is simply being put together; however, we also like to think this is where the magic happens. The video is cut together, color-corrected, white-balanced, sound mixing, and any other items that need to be added to the video are completed here. Many times we add some 2D graphics to make the video even more interesting. Once this phase is done, you should have a video that closely resembles the preproduction plan.

 

Successful AND Fun

Remember, you’ll want to pay attention to any details along the way. The more you plan, the better the outcome. Sometimes we get a job that needs to be rushed. We always work to make things as perfect as possible, but when anyone is rushing, small details can be missed. It’s always smart to allow a little breathing time to get things perfect.

That’s how you have a successful video production… from start to finish. A successful video production is not only about creating visually attractive content but also about delivering the right message. It’s important to communicate with your video production team what you need to get out of the video and target the right audience.

If we can help you in any way, we’re here to help make your next corporate video production a success!

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How To Be A Disrupter in Your Industry – Killer Video

How to Be a Disrupter with Video - Plum Productions Blog

If You Want To Be a Disrupter, You Have To Be Different – Use Video

One of the most powerful tools your marketing department can use is video. It can be a disrupter, if used properly. Video does everything you want in a short amount of time. Video quickly shows the viewer they can trust you and create a bond (hey I think they’re nice people) and communicate your value proposition and authority, all at the same time. This typically can be done in 90 seconds or less. It’s actually quite remarkable.

Conversion rates, number of views, length of watch time, and several other statistics can be measured and tracked over time. Keep in mind that some videos perform better than other and that can happen because of the content and where it is placed.

Creating Killer Video

When creating killer video, it’s important to consider where you’ll be placing it and how you’ll be using it. Essentially, what is your goal in creating a or several videos? If you’re are creating the video so you can sell more product, you’ll likely be creating a promotional video or advertisement. These can come in many forms, but typically are viewed as ads. It’s not often people want to watch ads.

You can’t create killer video if you don’t understand who is viewing it and why they need or want to view it. We highly recommend working with your video production company to create a sense of understand who the target market is before you start recording video.

Here are some basic starting points in creating killer video:

  • What is the purpose of the video (increase sales? increase awareness? something else?)
  • Clarity on what you’re trying to promote (is it clear to the viewer?)
  • Clearly defining your target audience and knowing where to find them.
  • Identifying when, in the buying process, they are in. Are they in the just looking phase? Actively browsing/looking? or Ready to purchase, call, or take action?
  • Clearly define what problem your customer has and answering that call. What is their problem and can you solve it? Do they understand that you can?
  • Where is the video going to be placed? This must be where the customer is looking or would normally look. Place the video/ad where they are. Don’t make them come find you.
  • Budget – Do you have a clearly defined budget for your project? If not, things can get out of control if you allow it. At Plum, we price things so you know exactly how much things will be with no surprises.
  • Creativity – Sometimes making a video that is highly creative can be priced higher than you think. OR, it can be created without as much cost as you think. It’s important to talk about that early.
  • How will you measure success? When creating video, getting views can be a number to gauge success. For others, this means nothing, rather, they need to see increased traffic on the site or an increase in product sold.
  • When we know how to measure success, you’ll know what action the viewer should take. It’s important to say that in the video…What do you want them to do?

ORIGIN-GENSLER 2 MINUTE from Plum Productions on Vimeo.

 

Types of Video Used to Disrupt an Industry

Knowing all this is helpful, but how does this help you be a disrupter? It helps you determine which type of video you need to create. Here are several types of video you can create to disrupt your industry:

  • Testimonial Videos (also known as Client Referral Videos) – These are your clients who can say what you can’t say. In reality, you can say it, but will they believe you or your clients? If they’re willing to say it or if they’re raving fans, you need to get that on video. We feel like this is one of the big drivers to get people to trust you.
  • Explainers – Videos that show you know what you’re doing by illustrating how you help others or explaining what you do. It might even be a mock up of what you do. Either way, this is a highly effective video to use to clearly define what you do.
  • Product Demonstrations – Sometimes it helps to show people exactly what the result of your service does. Less effective in some uses, highly effective in others. Ask us about these.
  • Educational Videos – These are typically found on YouTube and help people solve their problem or answer their questions. By educating them, they see you as an expert in the field. For example, you might subscribe to a YouTube channel to learn more about financial markets, accounting, or even cooking. Whichever channel you subscribe to, you’re doing it to be entertained, but also, to be educated. These can also come in the form of an expert interview. Using this can be disrupting to your competition.
  • Direct Messages – These might be a quick recorded message captured via VidYard or something similar. It’s a message that is custom crafted to speak directly to the receiver. You can also create custom messages for a type of client and send those. For example, if you have a service company like a plumbing company and want to send an introduction video of the person who will be coming to the house that afternoon, you could create a message that is generic but specific to the situation. That’s disrupting!

The video industry is growing. Business is using video. But how you use video and creating interesting video becomes more and more important.

 

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7 Benefits of Video In Business Marketing

business marketing video production

Video has become an increasingly important tool for businesses looking to market themselves and reach new customers. In fact, according to a recent survey, over 50% of marketers claim that video is the type of content with the highest ROI. Below are just a few of the many benefits that video can bring to your business marketing efforts.

Business Marketing, Hotel Marketing

Using Video in Business Marketing Can Provide

  1. Increased Engagement: Video is a highly engaging medium, and it’s much more likely to capture and hold a viewer’s attention than text or static images. By using video, you can more effectively grab the attention of your target audience and keep them engaged with your brand.
  2. Higher Conversion Rates: Video is a powerful tool for converting visitors into customers. In fact, including video on a landing page can increase conversions by up to 80%. This is because video allows you to more effectively explain your product or service, demonstrate its value, and build trust with your audience.
  3. Improved SEO: Google and other search engines love video, and using video on your website and social media channels can help boost your search rankings. This is because video provides another way for search engines to understand the content of your website, and it can also drive traffic to your site from video sharing platforms like YouTube.
  4. Greater Social Sharing: Video is more likely to be shared on social media than other types of content, which means it can help you reach a wider audience and build your brand’s online presence. In fact, according to one study, video is shared 1200% more times than both links and text combined.
  5. Enhanced Customer Understanding: Video is an excellent way to explain complex ideas or products in a way that is easy for your audience to understand. By using video, you can more effectively communicate the value of your product or service and help your customers better understand how it can solve their problems.
  6. Improved Customer Retention: Video is a great way to provide ongoing value to your customers, whether it’s through educational content, product demonstrations, or customer testimonials. By using video to keep your customers engaged, you can improve customer retention and build long-term relationships.
  7. Increased Brand Awareness: Video is a highly effective way to build brand awareness and establish your business as a thought leader in your industry. By creating high-quality, informative videos, you can showcase your expertise and establish yourself as a trusted source of information.

While this list is not every way video helps your business, we know that video will convey a message in such a way that it is cleaner and easier to understand, than many of the other forms of marketing communication.

Overall, video is a powerful tool for businesses looking to market themselves and reach new customers. Whether you’re using video for social media, your website, or email marketing, it’s a medium that can help you effectively engage your audience, boost conversions, improve SEO, and build brand awareness. So if you’re not already using video as part of your marketing strategy, it’s definitely worth considering.

Have questions or want to talk through your idea? We’re here to help! Give us a call today.

 

 

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4 Beneficial Videos To Promote a Professional Service

Professional Service Video

What video format is the most suitable for a professional service? This type of question gets asked with production services for what a company is looking to accomplish with using video as a means to support their business.

So what types of videos should you look to create as a production company in order to accomplish the goals set out by businesses in need of content?

Every business is unique in what it offers to its customers and how they interact with the consumers they hope to attract to their products. Depending on the service or product they provide, the styles of videos created can vary greatly from one another. Choosing the right format to create with the clients you intend to work with can impact the video product you eventually end up with producing.

Let’s look at the different types of video formats you can create for professional services!

Product Videos

This video format is based around a company that needs to visually show off a product and the function it provides to its user. These videos typically show the product in use or staged around a backdrop to fully depict its form that the consumer will see used in action.

Videos like this are able to effectively show how a company can properly showcase an object and convey its intended purpose to an audience. Also these videos are a great way to increase exposure to other clients as work made in this type of content is easily transferable to other projects.

Professional Service Tutorial Video

Many uses for video formats revolve around being able to show a process or action completed for its audience. A tutorial video is exactly what it means by showing a product or process throughout its steps to get to the finished result.

These videos can be both informational to employees and existing customers as this can help businesses alleviate an essential process they provide with direct input of the desired experience they wish to create. Either if the video is centered around a physical product or an online based task, the value of showing how something works is beneficial for both the company and the consumer.

YouTube / Online Advertisement For A Professional Service

An online advertisement is the most direct way to promote a business product to its intended audience. These videos are meant to have a call to action for its viewer to see a service offered to choose a certain company over the competition.

This type of advertisement can showcase the effectiveness of the product’s company and the production company’s strengths in grabbing the audience’s attention when choosing from alternative options. From a business standpoint companies always have a need to expand interest in what they offer to customers and advertisements are the most direct way to communicate the value they provide.

Live Stream Videos

A long-form way to highlight what a company offers is to create a video that shows a live event or seminar type presentation to an audience. Whether it is a recording of the event or the actual live production of the stream, the facilitation of how this is handled is usually up to a production company through the services they offer.

This means that whether you edit the final product or handle the logistics of the event, businesses will look to companies that are able to ensure their event goes smoothly and professionally captured. Also these types of videos can be an efficient way for companies to increase the amount of work they have with clients as these streams are not usually as demanding from an editing standpoint as most of the work has been already captured.

 

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