8 Important Reasons Businesses Should Have a YouTube Channel

YouTube Channel Management - Plum Productions - Corporate Video Production

Here at Plum Productions we think every business should have a YouTube channel because it provides a lot of benefit. Here are some of the benefits our clients are telling us they find…

Reasons Why Any Business Should Have a YouTube Channel

Increased Reach: YouTube is the second largest search engine in the world, behind Google, and don’t forget that the most searched word in Google is “YouTube”, meaning you are most likely to end up on YouTube! YouTube is a widely-used platform across the globe and available in over 90 countries and 80 languages and it’s estimated to have over 2 billion monthly active users, meaning YouTube can help businesses reach a wider audience and help increase brand awareness, even locally.
Increased credibility: A strong presence on YouTube can help businesses establish credibility and authority in their industry. Think of it this way: You’re a professional in your field. You post videos on your YouTube channel that are topical and common questions your business receives about the area you are an expert, you’ll be positioned, in the minds of the viewers, as an expert. Furthermore, if you post false information on the channel, other individuals can report it, comment on it, etc. and make you less of an expert. By posting the right and correct information (something you as an expert would do), you are naturally positioned as an expert.
Better SEO: Since Google owns YouTube and you are posting your business videos on YouTube, it can help you boost your visibility on Google search as well. When you make the titles and description of your videos match what your possible customers are looking for, you will begin to be positioned in a better ranking with Google. No one really knows the algorithms that do this and no one can predict this, but one thing is clear…Google prioritizes quality information. When potential customers see this, they are more likely to buy your services or recommend your business to others because they value what you are posting and feel comfort in connecting with you and your business.
Engagement: YouTube allows businesses to create channels so they can connect with their audience. This allows them to leave comments and engage in conversation, which makes your business more personal and relatable.
Cost-effective: Having a YouTube channel is a cost-effective way to reach a large audience. Creating and posting videos on YouTube is free. Whether you wish to create quality looking content or raw content is up to you. We recommend thinking about how your Clients (potential clients) would see you if you post a more finished video or a raw video. Some clients would prefer the raw, and that’s ok!
Multi-channel compatibility: Videos can be shared across multiple platforms, and embedded on websites, maximizing their reach and engagement potential.
Longevity: It doesn’t matter how old your videos are on YouTube. By continually adding more videos to your channel, you will provide the most current information available. If you have old data/information on a video, you would simply remove it from the public view to prevent inaccurate information, but this is usually not the case when you post evergreen content.
Monetization: There are different ways you can make money on YouTube.
- Google AdSense: This is the most common way to monetize a YouTube channel. By enabling ads on your videos, you can earn money from the views and clicks they generate. To use AdSense, you must first link your YouTube account to an AdSense account, and then enable monetization on your videos. There are also thresholds your channel must meet to monetize in this way. Learn more about AdSense here.
- YouTube Sponsorships: You can also earn money by securing sponsorships from companies or brands. This can involve promoting a product or service in your videos, creating sponsored content, or including brand mentions in your video titles and descriptions. If you’re posting as a business, you might even consider doing sponsorships with partnering companies or companies you work with. They may be interested in paying to be in your video.
- Affiliate marketing: You can also earn money by including affiliate links in your video descriptions. These links allow viewers to purchase a product or service through a unique link, and you will earn a commission on any sales made through that link. While this is usually reserved for content creators, businesses can do this as well.
- YouTube Premium: YouTube offers a paid subscription service called YouTube Premium. As a YouTube partner, you can earn a share of the revenue from YouTube Premium members who watch your videos.
- Selling products: You can also use your YouTube channel as a platform to sell your own products or merchandise related to your content. By embedding YouTube videos into you website, you’ll get very specific and related content on your web page related to the product/service you’re selling. This is a highly effective tool for product sales conversion.

Overall, having a YouTube channel can provide a number of benefits for businesses, including increased reach, improved customer understanding, increased credibility, greater engagement, better SEO, monetization, increased conversions, and a cost-effective way to reach a large audience. Imagine being a construction company showing off this video to sell their services.

At Plum Productions, we specialize at optimizing and creating content for your YouTube Channel. With greater than 160,000 subscribers, 450 videos, and over 5,500,000 views on the channels we manage, we’d be happy to help you with your YouTube channel. If we can help you, we’ll let you know. If we can’t, we’ll tell you that too.

January 3, 2023February 1, 2023

What Should Be In A Business Video?

Business Video Defined

A business video is a powerful marketing tool that can help a company to showcase its products or services, educate its audience, and build brand awareness. When creating a business video, we believe you must consider what elements should be included in order to make the video effective and engaging. Here are some of the items we believe are critical to your business video.

What Should Be In A Corporate Video?

Clear & Concise Messaging – First and foremost, a business video should have a clear and concise message. This means that the video should have a specific purpose and objective, and this should be conveyed to the audience in a clear and straightforward manner. The message should be tailored to the target audience and should address their needs and concerns.
Strong, Compelling Story – In addition to a clear message, a business video should also have a strong and compelling story. This means that the video should tell a compelling and engaging story that captures the attention of the audience and keeps them engaged throughout. The story should be relevant to the business and its products or services, and should be able to connect with the audience on an emotional level.
Visually Appealing – Another important element of a business video is visual appeal. This means that the video should be visually appealing and should use high-quality graphics and images to help convey the message. The visual elements should be used to complement the story and the message, and should help to engage the audience and keep them interested in the video.
Good Audio – A key element of business video is the use of audio. This means that the video should have clear and professional audio, with good sound quality and no background noise. The audio should be used to reinforce the message and the story, and should help to engage the audience and keep them interested in the video. In fact, we believe you shouldn’t even notice the audio. It should be good and not distracting.
Follows Branding Guidelines – A very important element of a business video is the use of branding. This means that the video should incorporate the company’s branding elements, such as its logo, colors, and fonts. This helps to build brand awareness and establish the company’s identity in the minds of the audience.
Call To Action – Most importantly, a business video should have a strong call-to-action (CTA). This means that the video should include a clear and specific call-to-action that encourages the audience to take some sort of action, whether it is to purchase a product or service, sign up for a newsletter, or visit the company’s website. The CTA should be clear and concise, and should be placed at the end of the video in order to maximize its effectiveness. You should also consider tracking your call to action to determine if and what works best for your viewers. You might even think about using an A/B test to determine how to best craft your messaging.

In summary, a business video should have a clear and concise message, a strong and compelling story, visual appeal, good audio quality, branding elements, and a strong call-to-action. These elements, when combined effectively, can help to create a powerful and engaging business video that helps to showcase the company’s products or services, educate its audience, and build brand awareness.

Other Related Articles:

How to Harness Video for Business

Components of a Successful Corporate/Business Video Production Project

10 Tips for Creating Effective Business Videos – Entrepreneur Magazine

November 1, 2019December 5, 2022

How to Generate Sales Leads with Video

Investing in video may or may not be a difficult decision. Some think of video as a tool in a larger process to help prospects work their way to a purchase. Others think of video as a line item expense that must have a return on the investment. Both are technically correct, but which one you are can determine if you view video as a good thing or simply an expense (therefore a waste of time and money). In this post, we’ll consider both and how to use video to generate sales leads.

Video as a Tool

If you view video as a tool, you’re probably one step ahead of your competition already. You know that it is necessary to make a solid connection with your prospect and may even know how to use video to guide them through the process. While you might still consider video production a line item on the P&L, you also recognize there isn’t always a direct correlation between watching a video and making a purchase, except in certain circumstances. For example, product videos on product pages have been tested and found to have a strong correlation to purchase intent and making a purchase (source: https://www.emerald.com/insight/content/doi/10.1108/EJM-11-2016-0619/full/html). Those who believe video is a tool in a greater process of marketing also understand that it is more difficult to measure the impact of a video advertisement when use as a YouTube ad or on broadcast television. It’s difficult because the viewer can’t be directly tracked when they call (except by some savvy video marketers who do it right by using specific phone numbers in their videos, etc.). What video does is reinforces the several other tools being used to get a potential buyer to heed a call to action and make the call.

Video as an Expense

On the other hand, if you believe that video is simply an expense and must have an ROI, you feel like every dollar spent must retrieve a multiple in return. This is a great way to ensure success, but it can also be a difficult way to grow a business. When we grew as a company, we knew we had to invest in some high-quality equipment. We borrowed a little money and invested it into a high-quality 4K camera and other equipment. While this was difficult to do at the time and it showed no direct return on investment; however, it has provided us with high-quality footage that helps us stand apart from our competitor…thus nudging the prospect one step closer to giving us a call. Is there a direct correlation? No, but that camera has made Plum successful and allowed us to grow. This is something that is difficult to measure. The same goes with video content.

How to Use Video to Generate Sales Leads

The ultimate goal of generating sales leads is obtaining contact information (such as an email address), bringing a buyer to a landing page, and bringing the prospect to the sales team. While you can achieve this via text-based pages, the conversion rate may not be as high as a highly interactive or engaging lead generation process. By creating video, you will begin the prospect on a journey to discovering their needs and ultimately giving you (or someone else) a call. The next question might be, “What video do I need to create?” Whether it’s a YouTube video, a video for your website, or a video series, it must be interactive. Let’s explore the types of video you should consider for your business. Below are the types of issues you might be trying to resolve along with the type of video that will help you illustrate that you can solve it.

Trust and Confidence. Typically, people or businesses trying to build trust and confidence are the professional services field. These individuals are trying to illustrate how they can achieve goals for their clients and want to do so with a high level of authenticity. Videos that can capture the individual’s genuine personality are videos like Testimonial, About Us, and Meet Me videos. These videos usually include the person or people involved in the process achieving the client’s goals. They introduce the viewer to the people involved, explain what they bring to the job that’s special, highlight experience and credentials, and include personal details to help the viewer feel comfortable and connected.

Establishing Credibility. If you’re trying to accomplish this, you’ll want to explain why you’re covering the topic, talk to the viewer, and leave them wanting more. This type of video is typically a case study video, explainer video, product demo video, or advice video blog.

Product Explanation. A product or service that is a little more complex and requires some more detail typically needs a product demonstration video. These videos typically explain why the product exists, highlight specific components of the product, and show the end result or effectiveness of the product. These videos can be highly effective the more complex the product or service.

Recruitment. If you’re trying to recruit more and better talent to the organization, you might try a Culture video or a Position Profile video. A culture video will provide the viewer with a strong sense of what it’s like to work at the company. The position profile video is like combining a job description and job posting while showing some of the important elements of the job. Be very explicit that you are hiring and be sure to include specific details about benefits. Most of all, make it fun! Lastly, these get the best results when shared via social networks and social media. You might even be able to create this using some existing video you already have!

If you have any questions or comments, please reach out to us! We’d be happy to answer any questions!

July 29, 2019January 4, 2023

What To Do To Maximize Your Investment In Video Production

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

Common Issues that Affect Your Investment in Video

Too Many Options

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

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

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

Getting More From Your Investment in Professional Video

Who is Your Audience?

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

Your Viewers

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

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

The Video Production Process

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

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

Related Articles

How to Generate Sales Leads with Video

Does Video Provide an ROI?

4 Ways to Boost Your Video Marketing Return on Investment

July 22, 2019January 4, 2023

Four Strategies for Video Marketing on LinkedIn

Video Marketing on LinkedIn

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

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

Does it Work on LinkedIn?

We also learned that LinkedIn videos perform better in terms of watch time…meaning LinkedIn videos have more views once they’re posted versus other platforms. Your connections on LinkedIn will watch your videos because they’re closely related to business, which is what your LinkedIn audience is primarily focused on. They’re not looking for what you did this weekend or what you ate for lunch; rather, they want to learn more about you and how you can help them.

When creating video content, you’ll want to consider this before crafting your message. We know this will come as a surprise, but no one buys because they viewed your video. They buy because they’ve been convinced (by the video) to pick up the phone and call you (a.k.a.: engagement). Since people buy from people, you’ll want to incorporate into your marketing strategy a call to action. Posting a video and adding a call to action will ensure it performs better than those that do not contain a call to action.

Here are the top 4 video marketing strategies on LinkedIn

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

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

Related Articles:

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

How To Use Video and Video Marketing For Your Business

How to Use Video on LinkedIn

8 Video Marketing Campaigns on LinkedIn

May 9, 2023May 8, 2023

Stock Video vs Company-Captured Video, Which is Better?

Stock Video vs Company-Captured video? Plum Productions

Stock Video vs. Company-Captured Video: Which Is Better?

Video is a powerful tool for businesses of all sizes. It can be used to tell stories, educate customers, and promote products or services. But creating high-quality video can be expensive and time-consuming. Supporting b-roll shots can make or break a video…so which is better? Stock Video or Company-Captured Video?

Stock video is pre-shot footage that can be purchased and used in your own videos. It’s a great way to save time and money on video production. However, there are some drawbacks to using stock video. For one, it can be difficult to find footage that perfectly matches your needs. Additionally, stock video can sometimes look generic and impersonal.

If you’re looking for a more unique and personal video, you may want to consider capturing your own footage. This option will give you more control over the look and feel of your video. However, it will also require more time and effort on your part.

So, which is better: stock video or company-captured video? The answer depends on your specific needs and budget. If you’re looking for a quick and easy way to create high-quality video, stock video is a great option. However, if you need a more unique and personal video, you may want to consider capturing your own footage.

Here is a more detailed comparison of stock video and company-captured video:

Stock Video

Pros:
- Inexpensive – Stock video is typically much less expensive than hiring a videographer or film crew to shoot original footage. This can save you a significant amount of money, especially if you need a lot of footage.
- Quick and easy to use – Stock video is typically very easy to use. You can usually find the footage you need with a quick search, and you can usually download it and start using it right away. This is a great option if you need to create a video quickly, such as for a marketing campaign or a website launch.
- Wide variety of footage to choose from – There is a wide variety of stock video available, so you can find footage that perfectly matches your needs. Whether you need footage of people, places, or things, you’re sure to find it in a stock video library.
Cons:
- Can be difficult to find footage that perfectly matches your needs – There are a lot of stock video libraries out there, but not all of them have the footage you need. If you have specific requirements for your video, it may take some time to find the perfect footage.
- Footage can sometimes look generic and impersonal – Stock video is often used by many different people, so it can sometimes look generic and impersonal. If you want your video to stand out, you may want to consider creating your own footage.
- You may not have the rights to use the footage in certain ways – When you purchase stock video, you are typically only granted the right to use it in a certain way. For example, you may not be able to use the footage in a commercial or for broadcast. It is important to read the licensing agreement carefully before you purchase any stock video.

Company-Captured Video

Pros:
- You have complete control over the look and feel of the video – When you capture your own footage, you have complete control over the look and feel of the video. You can choose the location, the time of day, the camera angles, and the editing style. This gives you the flexibility to create a video that perfectly matches your brand and your message.
- You can use the footage in any way you want – When you purchase stock video, you are typically only granted the right to use it in a certain way. For example, you may not be able to use the footage in a commercial or for broadcast. However, when you capture your own footage, you can use it in any way you want. This gives you the freedom to use the footage in a variety of marketing and promotional materials.
- Footage can be more unique and personal – When you capture your own footage, you can capture the unique personality of your company and your team. This can make your videos more engaging and relatable to your audience.
Cons:
- Can be expensive – Capturing your own footage can be expensive, especially if you need to hire a professional videographer and use high-quality equipment.
- Time-consuming to produce – Capturing and editing your own footage can be time-consuming, especially if you are not experienced in video production.
- Requires specialized equipment and skills – Capturing high-quality video requires specialized equipment and skills. If you don’t have the time or the skills to shoot your own video, you may need to hire a professional videographer. That’s where we come in!

Ultimately, the best choice for you will depend on your specific needs and budget. If you’re on a tight budget and need a quick and easy way to create high-quality video, stock video is a great option. However, if you have the time and money to invest in creating your own footage, you may be able to produce a more unique and personal video that will better connect with your audience.

Overall, company-captured video is a great option for businesses that want to create high-quality, unique, and personal videos. It gives you the flexibility and control to create videos that perfectly match your brand and your message.

To keep your video in budget, we recommend that you plan your shoot in advance. This is something that we help with on every project. In fact, we require it. By planning appropriately, we make sure we are spending less time editing and more time being creative with what we captured. Creativity during the edit is where the magic happens, so we always want to have a plan when we shoot.

By the way, if you’re not sure what to do or how to do something along the way, ask! You control what happens. Our job is to make it look even better!

Related Articles:

How to Prepare Your Office for a Video Shoot

How to Harness Video for Business

What is Corporate Video Production?

July 2, 2019February 1, 2023

How to Choose the Best Video Production Company

How To Choose The Best Quality Video Production Company

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

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

Traits of a Great Video Production Company

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

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

June 17, 2019March 1, 2023

3 Surprising Elements of a Successful Business Video Project

image of video camera for business video

To make a successful corporate or business video you need to understand all the moving parts. Before starting a video marketing project, it is critical to understand what parts are necessary and which pieces are optional. Since asking a video production company can take a little time, we’ve decided to answer that question here.

Must Have Elements in a Business Video

Concept. Why do you want to create a video in the first place? We’ve seen it too many times where people get fooled by the razzle-dazzle of cool visual effects, fast music, and lots of special effects and graphics. More important than all of that is, WHAT is this video supposed to do for you? WHY are you creating it? What TYPE of video are you trying to create? That said, the most important part of a business video is clearly stating what you offer your clients/customers. What solutions do you provide and what problems are you solving for your customer? That’s what they (your intended viewer wants to know). Once you clarify that objective, you can add all the flashy graphics you want!

Script/Storyboard. That may sound like something that doesn’t need to be said, but we’re always surprised when someone wants to shoot first and figure out what to edit later. That never works as well as planned, so we pride ourselves on having a solid storyboard or script in hand (along with the day’s schedule and shot list) prior to the shoot. You’ll discover that this is the most critical component of a successful video when you realize after the shoot that you should have captured “X” or you should have had your employee say “Y” instead of what you captured. Think about the amount of time it takes to plan for the shoot versus the time you’ll spend later regretting the error. Planning is the key and that’s how we like to run our video production business!

Less Critical Elements in a Corporate Video

Animation (3D or 2D) Graphics. Think of this as the text on the screen or the symbols on the screen during your video. This might be your logo, phone numbers, or other items that move around or appear on screen to further explain what is being said on camera. 2D and 3D animations can raise the production value of a video without adding a lot of cost. When animations become complex and 3D, more time will be needed in producing the video. Here’s an example of how text and moving images can enhance a video.

Narration. Sometimes referred to as voice-over, narration can add a lot to your video. For example, if you’ve shot a few interviews of employees/executives from within the organization, it might be helpful to have some additional narration at the end to state some of the necessary call to action that you can’t say outright as an employee/executive. For example, it might feel weird to hear the executive say, “Call us today for more information!” But a professional narrator can and it sounds normal. It can depend on the type of video content you’re creating and we can help you when it’s time. Again, is this necessary? No. Is it helpful? Sometimes. One tip when dealing with narrators, use a voice over artist who matches your target audience.

Music. Tone, pace, and feeling of music can greatly enhance your video. So can silence. The best part is you can vary your music within a video based on what is being said and what is being shown. You’ll also want to think about what kind of video you’re producing…for example, are you creating a promotional video or a training video for your small business? Whichever you’re creating, music can make the difference. Music feelings can be described as aggressive, inspiring, happy, upbeat, playful, silly, relaxing, sad, sentimental, or suspenseful. Have you ever noticed how music can be an impactful component of movies? It’s much the same with your business video.

These are just some of the basics of creating marketing videos, but we hope they will help you understand what you must have and what you can consider optional when producing a video. We’d recommend spending some time chatting with your producer to communicate your desires prior to starting any business video project.

If you want to learn more about Plum’s corporate video production services, feel free to reach out to us. We can answer your questions and determine if we should talk further.

Benefits of Video In Business Marketing

What Should Be In A Business Video?

June 7, 2019March 3, 2023

Steps to Successful Video Production

Here’s a step by step list of how a successful video production process works and why you shouldn’t be afraid of it. Many people think that corporate video production is a big, scary process the requires a lot of people and a lot of resources. It might, but it doesn’t always need to be that complicated. Most potential clients we speak to are a little apprehensive about shooting video…they have a lot of questions, like: How long does it take? Who should be on camera? How much does it cost? But most of all, they want to know what it takes to get their video.

Steps to a Successful Video Production

To make it simple, we’ve boiled down the most important steps to creating a successful video production process. We’ve broken down the process into simple bite sized pieces. Ready? Here they are:

Pre-Production

1. Goals

First, before you begin, you have to have some objective. To do video without a goal or objective, you’re doing yourself a disservice. What are you trying to accomplish, in what amount of time? Is this realistically possible? If you’re not sure where to start, we can help, but most clients want to measure views, calls, or purchases when they create video. Whichever your goal, share that with your video production company and use that in the next step.

2. Know The Audience

Who are you trying to reach and why are you trying to reach them? Your video should be engaging to the exact audience you’re trying to reach, so knowing who they are is a critical start. Do your research and identify your target audience, their needs, wants and desires. Know what they like and how they like to get it. This will help you craft your message in precisely the way they like to receive it. You might want to consider creating a target audience persona (or personas). By creating personas, you’ll know how to speak to them in their preferred method of communication. If your product or service solves a problem they face, make sure your message reflects that and speaks directly to the issues they face.

3. Create a Script

Whether you write the script or the video production company writes the script, make sure you have a solid, well-thought out script that will make the shoot easier. When we talk about script, we’re not just talking about the words being spoken on camera, but also the visuals…what will be seen on screen…a shot list of sorts. By spelling out what is being said and what is being shown, your video crew will know what they must capture to create the perfect video for you. Again, this should also incorporate the first two steps above (knowing your audience and what goals you’re measuring). Remember, the script should be engaging and/or thought provoking so the viewer will take action once they’ve finished watching.

4. Have a Placement Strategy

Plan ahead of the shoot by knowing where you’ll be placing the video(s). If you’re just placing them on YouTube, how will you get them to be suggested or referred or shared? People won’t just do it because you’ve put it out there, you need a bit of a plan. That might include using ads, setting up the YouTube channel properly, publishing consistently, and several other things. Have your plan no matter which platform you’ll use.

5. Develop the Idea Further

Once you’ve crafted the script and started planning placement, you might need to develop the concept/script a little further. If you’ve identified one platform that will outperform over the others, does the script you created make sense or does it need some fine-tuning? It might or it might not. This is the time to revise and solidify.

6. Plan and Schedule the Shoot

During this step, several “mini” steps must happen. Your production crew should scout the location (virtually or in person). By scouting the location, they will mentally be able to identify where various shots will be set up, how they’ll set it up, and where they can stage their equipment while shooting or where hair and makeup can be set up.

Also in this step might be casting talent. If you’re using talent in your video, you’ll want options to choose from, and this is where we provide them. You’ll want to select the individual who best represents your brand.

Are permits or licenses necessary? If they are, this is when you’ll submit and get approvals. Allow sufficient time to get these if the production is larger or if you need to work with multiple agencies or locations.

Backup plans are critical at this point. When planning for a shoot, ask the production company what things can go wrong and how to have a backup plan to mitigate those issues.

Finally, the production company should be creating and delivering a call sheet. The call sheet will inform all parties (crew, client, staff, location, etc.) when everything will be happening. It’s basically a schedule for the day(s) with all the information need to communicate and know who will be where and when.

Production

7. Shoot/Capture the Raw Video

If you’re creating a corporate video, you’ll want someone on-set to ensure all the important pieces are captured and that everything is visually on brand. That person (or persons) may also need to wrangle the next person on camera so they’re prepared and in place on time and on schedule. During this part of the production you’ll notice the crew following the plan. You’ll notice when the crew is ahead or behind schedule and you’ll know if things are going perfect or if there’s an adjustment that will need to be made. Sometimes one person who can’t get the words out on camera can put the crew a little behind, but a seasoned crew will make sure that even when that happens they stay on schedule and on plan. If the crew is seasoned you should have a high level of confidence in their abilities once you see them execute the plan.

Post Production

8. Editing

Once the shoot is complete, you should have a rough idea from the crew when the first version of your video will be delivered. If you have a seasoned editor, most corporate videos require between a week to two weeks to see your first version. Variability in this may happen if the video is longer than a couple of minutes or branding materials aren’t delivered quickly to the production team (editor). The editor will need high-resolution logos and other similar materials related to the video (something they may have asked for prior to the shoot).

Good editing will be based on good planning…which is why we recommend the plan be finalized before shooting every time…no matter how many times you’ve done this. While every video production company is different, most will allow around two rounds of revision after receiving your first version. If you’re editing more than one video, a good editor will also recommend providing you with one of the videos first to get any revisions you might have and then apply all those revisions to the rest of the videos to streamline the editing process for you and for them. For example, if you didn’t like the color of the font they used and you provide that feedback, the rest of the videos you’ll receive will already contain those revisions…saving you time.

Your editor will also incorporate 2D graphics, 3D Animation, music, and any professional narration at this point. Graphics and animation should make sense for the video. Adding them to wow you isn’t working with your strategy we started with, so it should make sense if the graphics or animation is added.

Music should also reflect the mood and tone of the video. If the music is upbeat, but the person on camera is talking about the problems the viewer is facing, something will feel wrong by the viewer… making it less likely they will take the next measurable step (think about your goals).

It is also at this point that any professional narration that was recorded is tracked to the video. Typically a good editor will time verbal statements with music, changes in mood, and visual elements to make the finished piece emotionally connected.

9. Delivery

Once you’ve provided all the feedback and it’s been edited to your satisfaction, you should receive a download link from the production company so you can place your video where you would like to place it. You might place it on: your website, YouTube channel, social media sites, Vimeo, Wistia, or a few other places that will help you monitor and analyze your results. You’ll want to make sure you place it in a place that allows you to fully control, own, and monitor all the analytics. Without that, you won’t know if you’re successful or not.

10. Distribute Your Video

Not everyone distributes video the same way, so we’ll provide a few options here, but know there are always more. You might: use social media, email campaigns, coordinate with influencers in your space, use a PR firm to distribute your video, use the video in online video ads, place the video on broadcast television or cable, or use SEO tactics on your website to funnel viewers to a landing page to watch the video. One isn’t necessarily better than the other but understanding your strategy and knowing your goals will help you decide where to distribute/place your video.

We hope this helps you better understand the steps it takes to create a corporate video and why each step is important to the overall project. The next thing you might want to do is consider reading:

6 Qualities To Look For In A Video Production Company

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

Video Production Process

April 23, 2019June 18, 2019

6 Qualities To Look For In A Great Video Production Company

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

Traits to Look For When Deciding on a Video Production Agency

Professional Portfolio

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

Deadlines

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

The Creative

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

Testimonials

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

Expectations

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

BONUS: Passion about the Work!

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

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

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