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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 However, contrary to the outdated notion that views are the sole metric of success, the modern approach emphasizes a broader set of performance indicators tailored to specific marketing goals.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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8 Questions to Ask a Video Production Company

Key Questions to Ask a Video Production Company

Choosing the right video production company is crucial for ensuring your corporate videos effectively meet your business objectives and engage your target audience. To navigate through the selection process, it’s important to ask the right questions. This article outlines eight essential questions to ask a video production company to help you assess their capabilities, creativity, and compatibility with your project needs. By asking these questions, you can confidently identify a partner who will not only understand your vision but also enhance it with professional execution.

Questions to Ask a Video Production Company

1. How Well Do You Understand and Innovate Within an Industry?

While longstanding experience in a specific industry is valuable, the ability to understand and bring fresh, innovative concepts to the table is equally, if not more, crucial. Ask potential video production partners how they immerse themselves in unfamiliar industries and how they’ve successfully incorporated new promotional ideas or concepts in their past projects. This approach can provide a distinct competitive edge, differentiating your brand from others with creative and impactful messaging. It’s important to explore how they balance industry norms with inventive strategies to ensure your video stands out while still hitting the right notes with your target audience.

2. Can You Share Some References? Can I Ask Them Questions?

A reputable video production company should be able to provide references or testimonials from past clients. Contacting these references can provide insights into the company’s reliability, professionalism, and the quality of the final product. It’s a direct way to gauge past client satisfaction and the company’s ability to deliver on its promises.

3. How Do You Approach a New Project?

Understanding a video production company’s approach to new projects is vital for assessing how they will manage your specific requirements. Ask about their end-to-end process, from initial concept development through to final delivery. Key aspects to inquire about include their methods for brainstorming creative ideas, scriptwriting, selecting locations, casting, and the types of equipment they use. It’s also important to understand their post-production capabilities, such as editing, sound design, and color grading. A detailed discussion on these topics will reveal how they transform initial concepts into finished products and how they handle project management, ensuring that each phase of production aligns with your goals and timelines. Look for a company that values a collaborative approach, one that invites your input and feedback at every step to ensure the project truly reflects your vision.

4. Ask What is Included in Their Pricing

Video production can vary significantly in cost, depending on the scope and complexity of the project. Ensure you get a detailed breakdown of costs, including pre-production, production, and post-production phases. Clarify what is included in the quoted price and what might be considered additional costs. This transparency will help you manage your budget effectively and avoid unexpected expenses.

5. How Do You Ensure the Final Product Reflects Our Brand?

Ensuring that the final product accurately represents your brand’s image and core message is highly important. Discuss with the video production company how they plan to incorporate your brand guidelines, tone, and message into the video. This conversation should include their strategy for understanding your brand’s voice, the visual style, and how they plan to maintain consistency with your existing marketing materials. It’s important that they demonstrate an ability to adapt and reflect your brand’s unique aspects, such as using specific color schemes, logos, and the tone of the communication. Ask them to provide examples of how they have successfully adapted other brands’ identities into their video projects. This will give you confidence that they can deliver a product that not only looks professional but also resonates with your audience and strengthens your brand identity.

6. What is Your Typical Turnaround Time? What Can Slow It Down?

Timing can be crucial, especially if the video is part of a larger marketing campaign or event. Discuss the expected timeline for your project and ensure it aligns with your deadlines. Understanding their scheduling and ability to deliver on time is essential to plan your activities around the video release. Also ask what can slow the process down. We have found knowing the pitfalls ahead of time will help increase the likelihood of on-time delivery. If they don’t know or can’t give specifics, this might be a good indication they are inexperienced.

7. How Do You Handle Revisions?

It’s important to understand how the company handles changes or revisions during the video production process. Ask about their policies on revisions, including how many are included in the initial cost and the cost of any additional revisions. This will help you understand the flexibility you have with your project and avoid potential conflicts.

8. How Will Our Teams Collaborate?

Finally, ask about the collaboration process between your team and theirs. Understanding the communication flow, meeting schedules, and points of contact is crucial for a smooth workflow. Ensure that their collaboration style matches your company’s expectations for interaction and updates. We always strive to ensure one point of contact on each side to streamline communication and ensure accuracy along the way.

Conclusion

Choosing the right video production company is a strategic decision that impacts your brand’s message and market presence. By asking these eight questions, you can better assess potential video production partners and find one that aligns with your business objectives, brand identity, and budget. Remember, the goal is to find a partner who not only produces a high-quality video but also enhances your message and connects authentically with your audience.

Want to ask us any question? Reach out to us! We’re here to help you get what you need.

 

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How To Create Impactful Healthcare Marketing Videos

Fusion of healthcare and video digital marketing Plum Productions Video

How to a Create Healthcare Industry Video that Engage Patients and Drive Results

In the world of healthcare, where communication is key, marketing videos have emerged as a powerful tool to connect, educate, and inspire audiences. With the rapid evolution of digital media, healthcare organizations are increasingly turning to video content to convey their messages in a more impactful and engaging way. This shift towards visual storytelling not only captures the essence of medical services but also humanizes the sector, making it more accessible to a wider audience.

Healthcare marketing video is extremely important because the industry is highly competitive. It offers a unique blend of visual and auditory elements that can simplify complex medical information, showcase patient testimonials, and highlight the human side of medicine. From small clinics to large hospitals, the use of marketing videos is revolutionizing how providers communicate with their patients, attract new patients, and the community at large.

However, creating effective healthcare marketing videos requires more than just a camera and a script. It involves an understanding of what resonates with the audience, the ability to craft compelling narratives, and the technical know-how to produce high-quality content. This article shares marketing insights and tips on creating videos that not only inform and educate but also leave a lasting impact on viewers.

The Importance of Video

In the rapidly evolving landscape of healthcare marketing, video has emerged as a crucial medium for communication and engagement. This importance can be attributed to several key factors:

  1. Enhanced Engagement and Retention: Videos capture attention more effectively than text or static images. They combine visual and auditory stimuli, which leads to higher retention rates. In the context of healthcare, where information can often be complex and dense, videos simplify and present content in an easily digestible format.
  2. Emotional Connection: Healthcare is inherently personal and emotional. Videos have the unique ability to convey emotions through storytelling, music, and visuals. They can humanize healthcare providers, showcasing the compassionate side of care, and create a stronger emotional bond with the audience.
  3. Versatility in Content Delivery: Videos in healthcare can serve multiple purposes – from explaining medical procedures and showcasing patient testimonials to providing virtual tours of medical facilities and demonstrating the use of medical devices. This versatility makes it a one-stop solution for various communication needs.
  4. Greater Accessibility: Videos can reach a wider audience, including those with reading difficulties or language barriers. Subtitles and voiceovers in multiple languages can make the content accessible to a diverse audience. Additionally, videos can be easily shared across different platforms, increasing their reach.
  5. Boost in Online Presence and SEO: Videos are favored by search engines and can significantly boost a website’s visibility. They encourage longer site visits and interactions, which are key metrics in search engine optimization (SEO). This leads to higher rankings and greater online presence for medical providers.
  6. Social Media Amplification: Social media platforms prioritize video content, leading to higher engagement rates. Healthcare organizations can leverage this to spread awareness, educate the public, and promote health initiatives effectively.

The integration of video into medical marketing strategies is not just a trend but a necessity in today’s digital age. It provides an effective way to communicate complex medical information in an engaging and accessible manner, fostering a connection with the audience that goes beyond traditional marketing techniques.

Key Elements of Effective Healthcare Marketing Videos

Creating a compelling healthcare marketing video is an art that combines various elements. To ensure it resonates with your viewer and effectively communicates your message, you’ll want to incorporate the following elements:

  1. A Story: The heart of any effective marketing video is storytelling. In healthcare, this often involves patient stories, their healthcare journey, or the impact of medical advancements. A well-crafted story can evoke emotions, create a personal connection, and make complex medical information relatable.
  2. Emotional Appeal: Healthcare is a field ripe with emotions. It should tap into these emotions – hope, relief, compassion,  or triumph – to create a lasting impression. Emotional appeal can be achieved through patient testimonials, stories of medical breakthroughs, or the dedication of healthcare workers.
  3. Clarity and Simplicity: Some medical topics may be complex, so your video should aim to break down these complexities into clear, concise, and  understandable segments. Using simple language, visual aids, and analogies that can reduce medical jargon and concepts into understandable terms.
  4. High-Quality Visuals and Audio: The technical quality of your video can significantly impact its effectiveness. High-resolution visuals, clear sound quality, and professional editing ensure your message is conveyed cleanly and professionally. This is a must if you want to portray professionalism and expertise. A knowledgeable doctor is quickly discounted with poor sound or lighting.
  5. Branding: Consistent branding helps build trust. Including your organization’s logo, color scheme, and other branding elements in your video will reinforce your identity and values.
  6. Call to Action (CTA): Every effective marketing video should end with a clear CTA. Whether it’s encouraging viewers to visit your website, book an appointment, or follow your social media channels, your CTA should be clear, compelling, and easy to follow.

Remember, the goal is not just to inform but also to engage and persuade, making your healthcare service the preferred choice.

Creative Tips for Creating High-Quality Healthcare Videos

Producing high-quality healthcare videos that captivate and inform requires a blend of creativity and technical prowess. What make high-quality healthcare videos creative? It’s the pre-work. Here are some of those steps.

  1. Innovative Storyboarding: Before the shoot, create a detailed storyboard. A well-thought-out storyboard ensures a coherent and impactful final product. Plan the work and work the plan.
  2. Utilizing Diverse Perspectives: Show different aspects of healthcare by including diverse viewpoints – patients, medical providers, and family members. This approach adds depth to your narrative and showcases the  impact of healthcare services.
  3. Incorporating Visual Metaphors: Use visual metaphors to represent complex healthcare concepts. This can make abstract ideas more concrete and relatable to your audience, enhancing their understanding and engagement.
  4. Integrating Animation and Graphics: Animations and graphics can explain complex medical procedures or data in a simplified manner. They are particularly effective in breaking down complex information into digestible bite-sized content.
  5. Balancing Information and Entertainment: While the primary goal is to inform, adding an entertainment element can significantly increase viewer engagement. Humor, compelling narratives, or interesting visual effects can make your video more memorable. This is not always easy to do but can be an effective way in being more personable.
  6. Focusing on Authenticity: Authentic content resonates more with audiences. Never try to trick someone into believing you can do more than you actually can. A real patient story with genuine emotions will make your video more relatable and trustworthy.

Measuring Success: Analytics and Engagement Metrics for Healthcare Videos

Creating impactful healthcare marketing videos is just one part of the equation; measuring their success is equally important. Understanding how your videos perform can help refine strategies, enhance engagement, and ultimately achieve your marketing goals. Here are some key metrics to consider:

  1. View Count and Watch Time: These are basic yet crucial metrics. View count is the number of times your video has been watched and watch time is how long viewers stayed engaged with your content. Longer watch times usually signify more effective content and more important than the number of views.
  2. Engagement Rate: This involves likes, shares, comments, and other forms of interaction. High engagement rates often indicate that your content is resonating with your audience, encouraging them to interact and share. This is an important measurable goal to define and work toward.
  3. Conversion Rate: If your video has a call-to-action (CTA), the conversion rate measures how effectively it motivates viewers to take that specific action, whether its visiting a website, signing up for a newsletter, or booking an appointment.
  4. Click-Through Rate (CTR): This measures how often people who view your video go on to click a provided link. A high CTR is indicative of compelling content that successfully drives viewers to take the next step. Action taken usually means more business to come.
  5. Audience Retention: This metric shows at what point viewers are dropping off. Analyzing this can help identify which parts of your video are engaging and where it might be losing viewers’ interest.
  6. Social Sharing: The number of times your video is shared on social media platforms can be a strong indicator of its effectiveness. More shares typically mean higher reach and engagement.
  7. Feedback and Comments: While quantitative data is vital, qualitative feedback like comments can provide insights into how your video is being received. Use this information to guide you in your future content.

By regularly monitoring these metrics, healthcare organizations can gain valuable insights into their audience’s preferences and behaviors, allowing for continuous improvement in their video marketing strategies. Remember, the goal is not only to reach your audience but to engage and inspire them to act.

What Does It Mean?

Healthcare marketing has changed thanks to the power of video. Videos offer a unique medium to convey complex medical information in an engaging, relatable, and accessible manner. Whether capturing the essence of patient stories or providing clear calls to action, the potential of video in healthcare marketing is limitless.

As medical professionals, it’s critical to recognize the importance of stories, emotions, creativity, and analytics in creating effective marketing videos. These elements not only ensure that your content resonates with your audience but also drives engagement and measurable results.

Remember, the success of healthcare marketing videos is not solely measured by their visual appeal or production quality, but also by their ability to connect with audiences, convey a message, and inspire action.

Embrace video as a cornerstone of your marketing strategy and you’ll begin to understand the power of video in your marketing plan.

 

**Contact Plum Productions today to learn more about how we can help you create engaging videos.

 

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Keywords: healthcare marketing, video production, storytelling, engagement metrics, video analytics, healthcare communication, digital marketing, video storytelling in healthcare

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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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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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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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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.  

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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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Business and Video Marketing for 2020

Covid graphic

Wow! That escalated quickly! If you’re run or own a business, the entire landscape changed drastically sometime around the beginning of March. By now you’ve been locked down for some time and are trying to figure out who might still be potential customers and who won’t be around much longer. A little scary, yes. Impossible? No. We can do this.

First, let’s start with the obvious trends. Business is down. People are not out and about. Most people are home and working. Some are more productive than others, but they are working. This is the time that most people have started to go through a set of emotions and thoughts that will either bring them out quickly or suppress them into depression. Many people are angry and in denial about the direction things are headed. “What do you mean we need to lock ourselves down in our homes for a month? How am I supposed to make a living?” We’ve all thought it.

With all these changes, who really knows what is going to happen. One thing is for sure, at some point, businesses will be open and people will be happy to get out of their homes. This might be an excellent time to create a strategy. What opportunities lie ahead as we approach the end of this quarantine? What should I be doing now that will bring me out and open for business faster than my competitors?

Before you get too far ahead, we want to share something else with you. Here’s what we’re noticing.

Right now, we have observed something incredible. The number of people online every day is incredibly high. There has been a HUGE spike in online video viewing. We’ve seen it with Jenn Jager’s YouTube page. We’ve heard on the news that Netflix and YouTube have decreased streaming video quality to keep the bandwidth open.

Here’s the secret opportunity that’s happening right now

Everyone is at home. They’re watching more videos on YouTube than ever before. What typically plays before a video? Advertisements. That’s where the magic is happening right now. Now is the time to seize the opportunity. It’s time to create a small business video that can talk about your who you are. This is particularly true if it relates to a product or service that serves the community well.

Not only are the number of viewers up, the number of companies paying for advertising is way down. Simple supply and demand says prices are falling for ad placement. Are you taking advantage of that? Here’s one trend you should not miss!

If you don’t have a landing page, now might be the time to create one. It takes a little bit of work, but if you do it right, you can place an explainer video that brings a potential customer to a sale. Almost any landing page product works. Make it easy to buy and easy to understand what the offer is.

We still need to stay connected…just do it separately.

How do you build trust but not sit across a table to sell? Think digital marketing and video. With YouTube Ads (and even television ads) you have the opportunity to speak directly to your target audience to possibly garner trust. Depending on the type of content you’re creating, your video content should promote connection and relationships. If you’re going to create online video, you’ll also want to think about how to keep it branded.

Brand videos speak to the overall brand of the business, the people who work there, and the mission of the business. Do you need to have a big video production company come in to your videos? Maybe. But for now, doing it yourself is not all bad. Need some tips on how to do it yourself? Check out Jenn’s YouTube Channel (Video Marketing Your Business) where she educates viewers about apps, lighting, and equipment that she recommends if you’ll be doing it yourself.

When it’s time to really increase sales, you might consider hiring a crew to create a more brand sensitive video that sells you and your business. You might consider starting that process now so you can be one of the first on the crew’s schedule once they can come out of their homes.

How Do I Create a Video While Under Quarantine?

If you want to create videos while under quarantine, you’ll need to think about how to do it without other people being involved. There are a couple of ways…

Footage. First, there is the use of footage you had shot professionally before the lock down. You can use those clips of B-Roll (secondary shots) by adding professional narration, some licensed music, and 2D graphics. This can be all you need to keep your brand out in front of your target audience.

Graphics. Another option is the use of only 2D graphics as the entire video. We’ve all seen the CDC’s graphics video that shares who is at risk and what we should be doing now to protect ourselves. This video contains just graphics and music. It’s effective because the viewer can follow along while getting the point of the video. In that video, its more of a public safety message, but the same can be done with any business. They’re rather straight forward to create and reasonably effective. Here’s that video:

Whiteboard. Another option is whiteboard video. This isn’t something we do a lot of, but we do have a course that we share how to use some of the features of Doodly. Jenn created it and a lot of people have bought it so they can be better at using the software. Here’s a link to Jenn Jager‘s new page where the lessons are and where you can get a copy of Doodly.

Stock Video. Finally, there’s stock video. We sometimes use stock video to add some depth to a video. This might be a good time to use it since you can’t shoot more video. Consider using some footage you’ve already captured and adding some stock video to make a point you hadn’t in a previous project. Or, simply use stock video to create an entirely new video. We’d simply add narration and some graphics to give a fully finished feel. Here’s one we created using only stock video, professional narration and animation.

All of these are valid options to shooting a video with a crew. It can certainly get you by for the next several months. If you plan correctly, you’ll be positioned to be the first company to call when the restrictions loosen up.

If you have questions, reach out to us. We’re happy to help.

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Top 3 Ways Video Can Help Business During Coronavirus Outbreak

Hand signaling for help

With the Coronavirus pandemic affecting us in the United States, there are a few things you can start to do to prevent a complete shutdown of your business if you have online options for sales. Obviously, you can count on having to stay home to work, but that doesn’t mean people aren’t shopping and watching YouTube videos or television while they’re working. That means, they’ll see more commercials than they normally do.

That’s not all. More than likely, after working a while from home, they’ll be media fatigued. They’ll be tired of all the negative information and need a break. That’s when they’ll be turning to social media or YouTube to watch something they can control and less taxing or stressful on their emotions.

Instead of being stuck at home watching President Trump talk about the Coronavirus outbreak, they’ll be watching something more fun. The World Health Organization is hosting live broadcasts of their statements about public health and the current state of health care around the world. It’s a little overwhelming sometimes, think San Francisco or New York’s situation. The health system may be in trouble in the near future.

The stock markets are taking daily up and down turns as Coronavirus continues to spread. So what can you do to help your business during this odd time? Here are three tips we’d like to suggest you and your team create while taking social distancing seriously.

Top Three Ways Businesses Can Use Video During the Coronavirus Outbreak

Create Videos. If you’re a client of ours, we probably have a lot of footage that can be created into short 15 and 30 second ads that can be placed online, on broadcast television and other places to keep your brand top of mind. A lot of people are using video conferencing while remote working, but the bottom line is, they’re still at home. They are still working. They’re also watching TV or YouTube.

One thing we’ve heard is that people are afraid of having a video crew come over to shoot a video. We don’t blame you. And we don’t want to come to your space either! 🙂 People have asked us, “How can you create videos if you can’t shoot?” It’s not as difficult as you think.

Think Graphics and Animation. Graphics and animation videos are the safest way to create video right now. The benefits are: you can create what you want from scratch, you can change it easily, and you can have a professional narrate your video and create something from nothing.

The cons are few: it’s not personable and, depending on the level of animation, it can be come pricier. 2D Animations are the simplest (along with text, etc.) and typically are on the lower end of the investment scale. 3D Animation with high detail work will slide up the investment scale. Here’s an example of each type of video.

Example of Stock Video and 3D Animation


Example of 2D Animation

To Sell or Not to Sell. Now is probably not the time to sell to anyone. Unless you have a product that everyone needs or wants (think toilet paper or hand sanitizer because supply chains are running behind), you’ll want to send a message that is helpful, reassuring, and a reminder that you’re still around. If you’re reaching out with a video, please check that your audio sounds good too. The number one thing we hear people missing is the audio.

Reaching out with video might also mean creating short, personalized snippets for current clients or potential clients sharing how you might be able to help them. This needs to come across personable, relatable, and not like sales pitch.

Create a Strategy. Best case scenario this problem only lasts a few months and we start to move forward. Worst case, we might be looking at a year or more. Based on that we would recommend creating a strategy for the future. Create a strategy for the short-term and the long-term. What marketing activities should be done now and what should be done later?

We don’t want you to be one of the many who are choosing to do nothing. That is not a strategy and not a direction you should choose because many companies are working on what they need to do now and in the next several months. By focusing on the video strategy now, you can find and hire a video production company to execute it quickly when things begin to turn for the better.

One thing to keep in mind, when things start to move forward, they’ll happen quickly. Just like there has been a shortage of supplies like toilet paper and sanitizer, there will likely be a shortage of video production crews. You’ll want to line up those contacts now or you may be waiting while they finish up the work they have. We can see this happening based on our experience from other slowdowns in the economy.