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?
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.
If you’re looking to introduce yourself to new patients, this article will break down several tips to using video marketing to spotlight your practice and help acquire new patients.
To attract new patients who may want your services, you’ll need to address their concerns and show how you can help them. By showing how you’ll help them you can persuade them to reach out and call you for an appointment.
Explainer Videos – Explainer Videos are a great tool to help potential patients understand who you are and what your specialty is. A medical explainer video explains common medical conditions and treatments that you provide and shows the viewer that this is a condition treated by your practice. Not only do explainer videos allow you to educate patients but they also help you create a list of potential patients to refer to other doctors. Choosing a new doctor is a big step for patients, and sometimes a little goes a long way in easing someone’s mind, and our next item does that without you telling them anything.
Patient Testimonials – We always recommend that you create a video featuring real patients (clients, customers, etc.) who can share their positive experience in your practice. They can, and usually do, say things that you cannot say without sounding like a sales pitch. They will speak from the heart and make the viewer understand how valuable and helpful their experience was. By far, this is the most effective video for any medical practice.
Meet The Staff – Have potential patients meet your staff to make your practice more relatable. Remember, people buy from those they know, like, and trust. By introducing your team, you show how pleasant an experience they can have when they come to your office while making the viewer more comfortable. We recommend creating videos that introduce viewers to healthcare providers at your practice, including doctors, nurses, and other staff members.
Patient Education Videos – Create videos that provide detailed information on specific medical conditions and treatments, as well as tips for managing those symptoms at home. These videos should also provide detailed instructions on how to take care of oneself after a surgery or treatment. These video will be an outside sales funnel for your business. If you place something like this on YouTube and do the best practices on the backend of YouTube, you’ll start to find people that have searched for a particular medical problem. Because you’ve provided an answer, they may reach out to you for an appointment.
Video is a powerful tool, and should not be overlooked. People are always looking for answers to their questions online. Knowing this, we think you should be the answer they’re searching for. People are concerned when it comes to the state of their health and may not currently have a health provider to answer their questions. So by offering general health information via video, you are not only doing your community a service but you’re also expanding your practice’s presence.
Don’t want to stop there?
Here is a list of other video types that can help you reach your targeted viewer.
Case studies: Create videos that showcase real-life case studies of patients you have treated, including their diagnosis, treatment, and outcome. This is a powerful video technique. Patient care: Create videos that demonstrate how to provide patient-centered care, such as effective communication and empathy. Infographic videos: Use animation to create informative videos that break down important health information such as statistics and facts.
Interested in using video to market your business? We’d love to help you identify the best way to use video marketing to attract new patients. Give us a call at 561.800.2105, or visit us at PlumProductionsMedia.com.
What video format is the most suitable for a professional service? This type of question gets asked with production services for what a company is looking to accomplish with using video as a means to support their business.
So what types of videos should you look to create as a production company in order to accomplish the goals set out by businesses in need of content?
Every business is unique in what it offers to its customers and how they interact with the consumers they hope to attract to their products. Depending on the service or product they provide, the styles of videos created can vary greatly from one another. Choosing the right format to create with the clients you intend to work with can impact the video product you eventually end up with producing.
Let’s look at the different types of video formats you can create for professional services!
This video format is based around a company that needs to visually show off a product and the function it provides to its user. These videos typically show the product in use or staged around a backdrop to fully depict its form that the consumer will see used in action.
Videos like this are able to effectively show how a company can properly showcase an object and convey its intended purpose to an audience. Also these videos are a great way to increase exposure to other clients as work made in this type of content is easily transferable to other projects.
Professional Service Tutorial Video
Many uses for video formats revolve around being able to show a process or action completed for its audience. A tutorial video is exactly what it means by showing a product or process throughout its steps to get to the finished result.
These videos can be both informational to employees and existing customers as this can help businesses alleviate an essential process they provide with direct input of the desired experience they wish to create. Either if the video is centered around a physical product or an online based task, the value of showing how something works is beneficial for both the company and the consumer.
YouTube / Online Advertisement For A Professional Service
An online advertisement is the most direct way to promote a business product to its intended audience. These videos are meant to have a call to action for its viewer to see a service offered to choose a certain company over the competition.
This type of advertisement can showcase the effectiveness of the product’s company and the production company’s strengths in grabbing the audience’s attention when choosing from alternative options. From a business standpoint companies always have a need to expand interest in what they offer to customers and advertisements are the most direct way to communicate the value they provide.
Live Stream Videos
A long-form way to highlight what a company offers is to create a video that shows a live event or seminar type presentation to an audience. Whether it is a recording of the event or the actual live production of the stream, the facilitation of how this is handled is usually up to a production company through the services they offer.
This means that whether you edit the final product or handle the logistics of the event, businesses will look to companies that are able to ensure their event goes smoothly and professionally captured. Also these types of videos can be an efficient way for companies to increase the amount of work they have with clients as these streams are not usually as demanding from an editing standpoint as most of the work has been already captured.
An instructional video is any video that shows the viewer how to do something or gain knowledge. It can be anything from showing a process in the physical world or using a software application to teach soft skills such as leadership, customer service, values, etc.
Instructional videos are the most engaging and cost effective way to implement systems within your organization!
Every business or organization has systems in place that allow their workforce to move the organization forward, and it doesn’t really matter which industry you serve. We all can agree that effective implementation of these systems are what make business or organizations successful. There are several ways systems and tasks can be taught within an organization. The most common way this happens is by learning from one member to another, by text or by Plums Production’s favorite: An instructional video.
Let’s dive into why instructional videos outperform verbal and text as a way of teaching systems within your organization:
Video versus Verbal
Each time a new member joins the team and you have one of your old members, most likely a higher paid employee, teach the new member the systems within your organization it requires the higher end pay employee to take time out of his/her productive day to go over all the systems and information with this new member, and what happens if the new member doesn’t get the message the first time. They have to go over everything one more time…which means more time and money spent not working in your business. Here is the worst case scenario: What happens if this experienced employee leaves? Do you have another team member that knows as much about your systems as they did? If not, will you be able to recover as quickly now without that experienced team member? To overcome this, Instructional videos can be played as many times as you like, they can show visually your work spaces, usage of tools, and most importantly they will live forever.
Video versus Text
There is really no competition when comparing text and video. In this digital landscape, video is shown to generate 1,200% more shares than images and text combined, and in terms of engagement, the chances of capturing your viewer’s attention is much higher when video is used, as opposed to plain text. This is because video can be more entertaining and engaging, plus it can visually represent the message you are trying to convey.
For example: If you own a restaurant and want to explain to a new server the systems inside your restaurant, an instructional video can show visually how the buttons on the POS system look, can show where everything is, what are the values of your organization and how things should operate. Video just uses the combination of visual aesthetics and audio to represent more clearly the whole picture.
Here are a few tips from your Plum Productions team on how to create a compelling instructional video:
Define the goal of your instructional video: Who is it for and what benefits will it bring for your organization or to the individuals watching it?
Write everything down: When creating an instructional video, time is critical and it’s important to narrow down the information to exactly what the user needs. Recent studies have shown that the majority of viewers want informational and instructional videos to be less than 20 minutes, with a preference toward the 3-6 minute ranges. (Source). This means that you should make your video as long as it should be to get the job done properly, but as short as possible.
Stabilize: Keep your camera on a tripod for stability,
Audio: Use an audio recorder to capture audio cleanly.
Focus: Check your focus. We don’t want blurry shots!
B-Roll: Support what you are saying with animations or B roll. B-roll is simply secondary shots that support what is being said. These can help simplify complicated concepts and show visually what is being said, because there is no better way to explain what you are saying than to show it!
Are you ready to create a compelling instructional video? Here at Plum Productions we do instructional videos often and we are ready to help you! Let us know if you have any questions or want to find out more information.
Whether you’re a large, multi-national company or a small business, video is increasingly more important in marketing the business. How to use video is becoming an increasingly important area to explore and in 2020, we saw a huge increase in the use of video and that appears to be continuing in 2021.
Trends show that video is increasingly more important to share a corporate message than ever before. The question remains how has 2020 changed the way video is used? How will video be used in the coming years? In this post, we share some of the interesting trends we’re seeing in the corporate video production and corporate livestream video world and address the question:
How to use video and video marketing for your business in 2021?
The primary way video has been used in the years leading up to 2020 was to create a branded message with the purpose of converting a viewer into a fan and eventually into a customer. The road to conversion has shifted slightly. How it is being used and the methods that video has been incorporated shifted greatly during 2020. Many organizations shifted to creating videos that showed the viewer a behind the scenes, more intimate look at their operation. The goal was to show who was behind the scenes and how their people make up the business. The feel was directed to a “Our people are our business” mentality.
How To Use Video and What is Video Marketing and How Does It Work?
Video marketing is simply the process of creating a corporate video for the purpose of highlighting what a business does, how they help their customers, or telling their story in a compelling way. The ultimate goal of any video marketing strategy is to convert viewers to customers or clients. This conversion should be measured and converted to a Return On Investment (ROI).
If the video is compelling, more viewers convert; if a video is less compelling, less will convert. This means it is extremely important to enter the video production process with a purpose and goal. The purpose might be to share the story or show the human side of a corporation (think Publix Commercials) and the ROI might be 1 customer created for every 1,000 views (where we might assume part of the ROI is to retain or reinforce a message to existing customers).
Video Marketing usually works in the form of a commercial placed in front of the viewer (via television, online media consumption, or mobile media consumption). For example, a short video ad might be placed in front of another video that the viewer wishes to watch but must first watch the advertisement to view the video they want to see. This can be effective for forced marketing.
Another form of Video Marketing is the creation of a consistent stream of informational videos sent out to YouTube. For example, our Creative Director, Jenn Jager, created a YouTube channel several years ago to demonstrate her knowledge about video production. Since its creation, several clients have found Plum Productions because of her videos about various video production related topics. This is a form of Video Marketing that is more passive and less forced.
People search a question about a topic, find her video on Google or YouTube, watch her video, and then later reach out because they have questions and want to know if she can help. This is a much better method of gaining clients over time than forced advertisements; although, there is certainly a place for paid advertisements. For example, in her videos, she may have a paid advertiser run their ad prior to her video or she may promote a product for a company based on a paid agreement (usually noted in the video).
How Effective is Video Marketing For Business?
Let’s start with the assumption that one is placing the video in the right place at the right time to be in front of the right audience. That is the critical first step and why it is particularly important to have a purpose and goal prior to creating any video.
Now think about when you shop online for a product or service. Do you read any reviews? Most likely you do. Do you do any other research like Google the product name? You probably do. Do you watch videos related to the product or service? Most likely you do. That seems to align with the research.
According to Smart Insights, more and more marketers (those who place ads) are finding that video are a critical component of their marketing strategy. They find that the ROI on video has been steadily increasing over the years and it continues to do so this year.
One shift that Smart Insights and the marketers they’ve surveyed found that there has been a shift in where videos are placed and get a return on their investment. They are not only seeing a greater watch time (increasing by approximately 19%), but also seeing a shift from television advertising to online video marketing. The spend has grown faster in the online video segment than the television segment, which is significant and worthwhile to know.
What Types of Video Should Be Used When Marketing?
At Plum Productions, we’ve seen a shift in the past year to more online events and a growth in creating video for websites to improve search engine optimization. Here are the types of videos being used to market business right now:
About Us Videos
Corporate Messaging Videos (internal and external)
Real Estate / Construction Videos
Sales Tool Videos
Live / Livestream Videos
Virtual Event Videos
Here is a little more information about each one:
About Us Video
In this type of video, the company is simply trying to share with the viewer who they are, what they do and why a viewer should do business with them. Think about the traditional, “We’re ABC Company and we do X” style. This is something Plum Productions does a lot of and can help you create a script or branded message to better capture potential customers.
If your company has a client base that can be asked to give a positive statement on camera, this is a great tool to help any company convert a viewer to a sale. Most people want to know they’re not the only ones who are buying from you…they want to know that others have tried you and you are legit. This should be used on any sales page that asks for the sale (asks for a payment). It will help conversion over time and help close the deal.
This type of video is typically used with products. Most times this is a video that is created by someone who purchased a product and wishes to unbox and review the product for their viewers. This can be a source of income for product companies if they request a YouTube Influencer to review their product on their channel. Be prepared to offer an affiliate link or payment for their efforts and time. If their channel is the right channel for your audience, it should be worth the investment.
Corporate Messaging Videos (Internal & External)
Recently we did a video for a national company to review how they did in the first quarter of 2021. This video was shared internally with their team around the county to give everyone a sense of how they did and give the team a goal/direction to strive toward. This is a great way to communicate outward to the team to motivate them to continue to improve. This type of video can also be used to communicate outwardly to vendors and even customers. This video might include information to help viewers understand how well the company is doing and how they are grateful for their customers. By doing this, it reinforces brand loyalty with both vendors and/or customers.
How To Use Video: Demonstration / Product Videos
This type of video is for companies that sell products and want to show possible uses or the versatility of the product. For example, in this video from Epoca.
Or this video from the Tator Gator, both show how the product can or is used. This type of video helps the viewer understand what the product does but also puts the viewer into the situation to better clarify to the viewer if they should buy or not. If it’s not for them, they should be able to see that in the video to prevent product returns.
How To Use Video: Real Estate / Construction Videos
This area has grown dramatically in the past few years. Realtors are starting to create short videos to show a home they have listed to improve the possibility of a sale. The other area video is being used is in the construction market. Here, Origin Construction shows what type of work they do, how they work, and who is their client.
How To Use Vide: Sales Tool Videos
Videos that are used as sales tools are videos that walk the viewer through steps to get to a purchase. It might be a short social media that leads the viewer to a slightly longer video on a landing page followed by an even longer video that makes the purchase easier for the potential customer. These videos can also be frequently asked questions (FAQs) before calling in to speak to someone in the business before making a purchase. The other way a sales tool video is used is during a sales meeting, the salesperson uses a video to explain or show their services. It becomes a tool in the process of making a sale. If the focus is to lead the viewer down the path to a purchase, it most likely is a sales tool video.
How To Use Video: Live / Livestream Videos
One of the more complicated but highly effective videos is the livestream video. This has been on trend in the last half of 2020 and into 2021. This type of video allows large groups of people to gather without the risk of spreading disease…but more importantly, it widens the geographic area an organization can communicate. We had one nonprofit talk about how they did their livestream and learned that people were watching in all four time zones of the U.S., and they were able to increase their donations because of it. Larger audience for them meant more dollars coming in.
How To Use Video: Virtual Event Videos
Like Livestreams, this type of video is one where we produce a full event (emcee, participants, etc.) provide the video to the client and they stream it as if it is a live event. This can be helpful if you don’t want to leave anything to chance and just want the event to happen. During the “event” everything runs smoothly, and all viewers feel like they’re watching a live event…even though it is pre-recorded and highly produced. Imagine a television show captured as an event.
Why Is Video Marketing Important?
Video and how you use it to market the business does several things. First, it creates an awareness for viewers. They begin to recognize the brand, the style, etc. and begin to feel more comfortable with the company. If a viewer feels more comfortable, they’re more likely to buy because they form a sense of trust. If a viewer can go online and learn how your product works or troubleshoot by watching a video, they’ll appreciate that more than waiting on the phone for answers.
Video and Connectedness
When done correctly, viewers will feel emotionally connected to the organization if they see people. Sometimes it’s tempting to simply create an animation/cartoon video to explain what your business does, but we find this to be less effective. When you research a company to trust with your money, do you want to see who they are or have characters explain your business? Most people tend to prefer people because they want to know who they’re dealing with. Obviously, the lower the financial risk, the less important that is, but it becomes increasingly important when the financial investment rises.
With all that said, it’s important to know who your audience is, what they are looking for and where they do their research. By knowing this, you will have a much higher probability of capturing them where they are while they are going about their daily business.
If you need any help creating a video that captures attention and converts to sales, please feel free to reach out to us and we’d be happy to answer any questions.
Video trends seem to be changing rapidly. Remember when videos were only supposed to be 6 seconds long…we were told to keep them very short? Now they say video should be longer, mabye30 to 60 seconds. Or, they can be 3 minutes long. Why does it keep changing?
The answer isn’t as simple as you’d think and that question might not be the right question…in fact, length is almost irrelevant at this point. The goal of this post is to share how to use video to positively impact your business…whether it be sales, leads, branding, or any other metric. We’ll also hit on some trends we see happening now and into 2021.
Let’s start with why your target audience would even want to watch your video. Why should they? You’re just selling to them anyway, right? First, your potential customers are looking for information well before they reach out to you. Before they call you or submit a request via your contact form, they’ve done their research. They look for ways to understand who you are and what you do. They usually do this by viewing your video content.
If you are going to create video, you must consider your potential customers’ needs rather than tell them what you want to say. When you see that law firm video that says, “We’re the best lawyers,” or “We’ve been voted best lawyer in…” does that make you want to call them? No. What makes their clients call them is knowing they can trust them. Knowing that the law firm can do/handle what they say they can. The average person won’t make a call to any business if they feel like they can’t trust them.
Why Do People Watch Videos (of any business)?
There are several factors that go into someone watching a video. Most won’t seek out to watch a video from a brand just because they feel like it. They do it because they have to. Anytime a potential client is doing research the goal is to understand who they might be dealing with when they make the call or submit their information. It reminds me of a time I had to research hurricane shutters for our house.
After several searches, I found a company that wasn’t far away that sounded good. They had several nice reviews, plenty of information online, and it looked like they were the perfect fit. Then, I watched a video. The video was so sales laden and almost pressure filled, it turned me off. I decided to call someone else.
Here are the reasons potential customers and clients do their research. This should make you strive to communicate differently when you create video.
Can You Do It? They want to know, “Can you do what you claim you can do?” Typically, when a business wants to communicate this message, they will create explainer videos that explain what product or service they offer. Having a landing page that speaks to a specific product or service is nice, but if you’re not conveying confidence in your abilities or conveying your personality properly, they’ll never make the call.
Education. They want to know who you are, what is your personality, will we work well together, and do I like you. Sometimes a nice personal video can help with this or an educational video that shows your knowledge, but in a soft manner will do portray the right message. The important part is knowing what your audience is looking for, why they need it, and make them feel comfortable knowing you’re the right person for the job.
Trust. This is probably the top priority, but the last thing they’ll ever tell you. If you get work from your website and videos without working too hard at it, you are probably conveying a good amount of trust. You can have 100 minutes of video on your site, but if you’re not making the viewer feel comfortable, they won’t trust you…and ultimately, they’ll never call. Search engines bring them there and your message must move them to make the call. Video ads can do some of the work getting potential customers to your site, but without the right types of content present, trust can’t be built.
Following the brand. Sometimes people just want to follow a brand and watch their videos. For example, we had someone say they follow and watch all the Dollar Shave Club videos because they think they’re funny. They are but most people aren’t like that. Most people will follow a brand on social media for this reason. They like them, they want to know them, they want to be associate with them somehow. Most small businesses won’t have this type of following no matter how much content marketing they do.
Accidental. And, sometimes people will stumble on a video and watch it because it looks interesting. Most times they’re not the potential customer and not much happens after viewing the video.
As a business, this information should be top of mind when creating a marketing plan or doing any digital marketing. There is already too much content out there that is useless and doesn’t do what it should. Why add to it?
Why Video Helps Business
When it comes to video for business, there are typically four main reasons to create video:
Leads/Sales. A business with no sales is no business at all. The amount of sales is also critical to its success. Businesses use video to share their message and describe who they are. Most businesses use explainer videos, product demo videos, video blogs, tutorials, testimonial or customer reviews, and many others. They key here is being able to convert those leads into sales. It’s a sales/marketing balance that takes work. This includes building an SEO strategy and incorporating it into each video’s message.
Branding. When a business wants to solidify who they are in the marketplace, a branding video is usually where they focus. These are best left for businesses with a substantial customer base and who wish to portray a message consistent with their core competencies.
Relationship Building. In an effort to build their social media following, many businesses will craft shortened messages to be placed on various platforms. Followers can then better understand who the brand is and feel confident in choosing them as a business.
Building Trust. Lastly, businesses will create video to build trust. We find most businesses do this as an afterthought; however, this should be the primary focus of any video being created. Good video marketers know this and push this to the top of any priority when creating content.
Video Trends of 2021
Based on why people watch video, why businesses create video, what direction is video heading? What should you be doing now as we come out of COVID?
Live Video (or Live-To-Tape) Video. Recently we’ve seen a significant increase in live video. Whether we record it and they push it as live or it is live, there is significant growth in this category. Here’s what to know: If you do live video, have a purpose. Don’t just create live video to create content. Have a purpose. You must create this content like any other video content…with an objective and a reason; otherwise, there will be very few viewers (or viewers during your next live broadcast). Note: People tend to watch live content a little longer than preproduced videos, but the messaging must be on point.
Training Videos. Believe it or not, it might be time to think about training videos. Training videos should be used right now to train your future team. As we come out of COVID and you begin adding staff, how important is consistent messaging for your new employees? Growth will likely happen quickly and adding staff even faster. Those who have trained staff will outperform those who do; therefore, create a few training videos to garner consistent messaging for each new employee and focus more of your energy on your customers.
Recruiting Videos. Take one step back from above and recruiting videos should be at the top of your list as well. Create short videos that message key elements to potential employees so you recruit faster (and better quality). Each video can be short and on point so the potential recruit know what you need in qualifications prior to them contacting you.
More Refined/Produced Videos. We’re all tired of Zoom, the look and feel of Zoom, and we want high-quality video. If you want to stand out early, get highly-produced marketing videos that speak to trust mentioned earlier. Get them produced now. Have them ready and push them out when you’re staffed and ready to go.
Length. We feel that length is no longer important. If you’re selling, short is good. Get the point across and let the viewer move on to deciding if they want to buy. If you’re educating, longer is better. This not only includes educating about who you are and what you do but also sharing a customer experience. Longer is better here. The message should clear early so those that decide quickly can make their decision AND those who take a little more time and need more information can do so too.
Here’s a live video we did recently.
Let us know if you see any other trends in video that we haven’t mentioned. Do you think we’re on target or are we missing something. Leave us a comment below if you have another thought.
If you need help creating your next video for 2021, give us a call. We’re happy to answer any questions you might have.
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.
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.
Video has made a huge impact in the marketing world. In fact, video is oftentimes mentioned as one of the fastest growing categories in marketing. Many say that video is growing at an incredible rate and the number of hours being watch is astounding. We take issue with some of this. We take issue that video is growing so fast. We concede that video is growing rapidly, but we also believe companies like Netflix, YouTube, and Amazon are driving the viewership and hours watched. When it comes to productive business video and video marketing, the number of hours has increased, but we don’t believe it’s as quickly as the overall video world. There are several components that drive video interactivity, and that’s what business owners want. Getting people to watch the video is one thing, getting people to act is another. In this post, we’ll share with you the top 4 Video Trends that any business should be keenly aware of before 2020.
If you asked what some of the video trends would be two years ago, you would have heard stuff like 3D video or 360-degree video or Virtual Reality video. All those types of videos have a place, but they certainly weren’t the trend for the year 2018, 2019, and probably won’t be for 2020. If you want to be on the cutting edge of trends related to video, you can get very experimental, but it’ll be tough to get a high (or mediocre) return on that investment. That starts by understanding what is important when measuring ROI. Is it search results on any one of the search engines? Or is it calls or orders? Whether the business is a product or service business, it doesn’t matter…video content can help. By varying the marketing campaign slightly, one can get slightly different results. The key is to have some online video because there is online activity happening 24 hours a day.
Marketing agencies will push you to build the brand according to the marketing strategy…and this is critical and why stuff like 3D video or 360-degree video is just hype and cool stuff…but not necessarily for you. That type of video typically needs a lot of planning, a larger budget and more time to get the perfect video. The issue at hand is on the consumption side of the equation. How do people view a 3D video if they don’t have a 3D television? Or how does one view a Virtual Reality video if they don’t have the headset? That’s why we don’t think it’s the right tool for most businesses.
The reality is people are using all kinds of methods to access answers to their questions, including voice search and artificial intelligence. Most digital marketing agencies will tell you that you must have all the bases covered by having digital pieces that support stuff like voice search and the like. For a small business, a medium sized business or a large business, it’s tough to know how to exactly create brand awareness or to have a budget for stuff you don’t know will be worth the investment until much later. More so, even the largest of companies that invest in these types of videos are finding that it’s tough to measure whether it’s worth the work and the investment. Typically, they’ll use one of those videos to get some chatter or shares online. Does that convert to new sales? Probably not.
What are the best video trends to follow for success?
With the above in mind, what are the marketing trends and the video trends that will provide the best results to the most amount of businesses? Here’s our list:
Explainer Videos. This may seem to be elementary and unexpected when talking about trends, the explainer video does several things for the business. It provides transparency for the viewer that helps them feel a level of comfort to take action. Businesses that provide a level of frankness in their messaging can provide a disarming feeling and a sense of integrity. For example, in this video below, the viewer gets a sense that the company can deliver what it promises with it’s Primula cold brew coffee carafe. Want one after you’ve watched this video? Click the link!
Bite-Sized Videos. Our potential clients typically ask us how long their video should be and then blurt out that they think it should be short. While that may be the case, it’s not always the case. Sometimes longer videos are better. For example, a long video might be helpful when its answering a question, explaining something complex, or providing better insights into who or what something is. Think of these types of videos as a silent level of customer service. But, shorter video can be highly effective when used appropriately. We find shorter videos are more productive when used in marketing materials and social media. No one wants to watch a long video that sells to the viewer; therefore, keep a sales message video a little shorter than you think. Below, this video is shorter (relatively speaking) but allows the viewer enough time to understand how and what the product is and does.
Product Videos. Product videos will most likely never go out of style. These videos help the viewer understand what the product does and how it solves a problem without having to purchase it. Once the viewer understands, they can make a will informed decision to purchase it. We’ve heard from many sources (such as from Impact Learning Center & HubSpot’s Importance of Product Videos for E-Commerce, and there’s more) that video increases product conversion to sales by an incredible amount. This happens because of the educational and informational way that product videos will present the product.
Story Videos/TV Style Videos. This type of video is one that feels like a television show and not a sales tool. For business, the three videos above are important, but they also are very promotional in nature. That can be good and can create results, but sometimes at the cost of irritating the viewer because they must sit through the promotional nature of the video. A trend we’re noticing with our clients is the acceptance of slightly longer videos that tell a story. For example, the video below shows the viewer what is about to happen and the challenges they may face. It provides a little conflict to the story. Then, we do a mid-point check in. This allows the viewer to see the project complexity and the challenges first hand. Ever wonder what your contractor would be doing during your project? This gives a glimpse into the construction world and what a high-quality construction contractor would be doing. Finally, the reveal. Here’s what the contractor did to complete project and how the project turned out. Obviously, the concept showed how the complexity was overcome by the competent team. This company was able to boast and show how they completed a difficult task. Who would you call after viewing this if you were a restaurant?
Another example of this type of video is the ChairSpeaker video. This video shows (in a slightly comical and relatable way) how those who have lost their hearing often times feel left out of conversations when they try to watch television with a headset that helps them hear. The ChairSpeaker solves this problem by providing a product that helps the hearing impaired stay engaged in conversation while still being able to watch and listen to television (just like everyone else).
SEO Videos. SEO videos are used to help improve search engine optimization while answering questions the viewer wants to know. These videos are typically topical in nature and typically answer a question that someone has typed into Google or Bing. For example, this attorney answers why Uninsured Motorist insurance is important to anyone who owns a car and drives on the roadway. The purpose of the video is to answer the question and to serve as an indicator to Google what their website is all about. We also might recommend doing some additional live videos with a mobile phone and answering questions with viewers on Facebook or YouTube. This serves the same purpose, only on those social media sites. Google and the like love content. Anytime a business website can provide more content it gets rewarded.
While this may sound like a boring list and one that doesn’t include the coolest, latest and greatest technology, it does include video options that will create a return on your investment (if used properly). One of the biggest changes we are seeing in the industry is the use of videos that feel like a television show and not a sales tool. This is nothing new, but we’re seeing it used more and more… and we think that’s a good thing. It requires a little more flexibility and planning, but if done correctly, it can provide the viewer with an experience that is much different than the typical sales piece. We will always go back to the point of how it is used. One of the ways we recommend using that type of video is prior to the call. Let the prospect find the video and understand who you are in a different light; thus connecting with your purpose and style before the call. This goes a long way to create an emotional bond prior to making the phone call.
If you have any questions or would like to discuss some possible video ideasfor you and your business, give us a call or drop us a line via our contact us form. We’d love to find a creative way to make your business stand out from your competitors and get more business!
When creating your marketing strategy it is critical to incorporate measurable benchmarks. In the past few years, video has become the “latest craze,” but does it work? Is video effective in making your business more money? Can you really sell more by incorporating a marketing video into a marketing mix? This article will help you identify components and activities that will improve your video effectiveness and help you create videos that work for your business.
Let’s start with what your video should do. If you’re going to create video content, there should be a purpose behind it. The goal shouldn’t be to just have a video…the goal should be to create a compelling video that will improve conversion rates by incorporating a call to action. This doesn’t always mean a blatant, “Buy this now,” rather, it can be a subtle illustration of next steps. It depends on the marketing campaign and the type of video. Regardless, your video should tell a story. Sometimes a story means a simple equation:
Current Situation + Problem Results = Problem Solved
Or, it could be:
Personal Challenge + Pain Caused = Organization Solved My Problem
These equations are not as literal as that, but essentially we’re sharing a current problem or situation and showing what the results of that problem are along with how a product or organization has solved it with it’s product or service.
When creating marketing videos effectively using that equation, one must understand the target market and the pains they are experiencing. By placing the product or service into the “problem solved” category, the viewer is more likely to understand how it works and why they should purchase or call.
Once the strategy is worked out, the next step is to understand the structure of an effective video. First, you’ll want to structure the most important part of the video toward the beginning of the video. We don’t mean blurt out the most important sentences regardless of their message; we mean structure the content to incorporate the most important components as early as possible. The reason for this is watch time. By measuring both whether someone watched the video and for how long they watched, marketers can use various tools to improve conversion. Knowing that viewers typically leave the video at the 36 second mark is important because any message after that point is usually not heard (and the 36-second number is just an example…usually every video has a different drop off point).
If the video is incorporated as a blog post (as in the video below), the goal is to learn how a search engine ranks the video or blog post. If the blog post and video answer a commonly asked question and can be incorporated as a landing page that is found via search, the length of the video can be longer. These videos tend to have longer watch times because the viewer arrived there searching for more information. This tactic is smart video marketing for any small business.
Make the video compelling and fun to watch. Who would ever want to sit through a boring video? If the goal is to get the viewer to take action, then boring it cannot be. Crafting the right video idea takes creativity… and that’s where the magic happens! When you hire a professional video production company, they should be able to create a concept that matches your branding guidelines yet still captures the viewer’s attention to result in the viewer taking action. This video was fun:
Another question to ask: Can you watch it on your phone? Google has pushed the transition to be mobile friendly for the past couple of years and we don’t think it’s going to stop. You’ll often be quoted some astronomical number of hours of video being watched online every year. Recently we saw an article say that YouTube mobile video consumption has been increasing by 100% every year in the last couple of years. We think that’s probably true…but the videos being watched aren’t marketing videos. They’re including all video, which means the live streams, the content that is long-form video, even Monte Python movies are available for viewing if you like. So, don’t think you’re missing out on all of it, but you should have some video for other reasons. SEO.
SEO, also known as Search Engine Optimization is content that increases the brand, the keywords, the data that says this is what this website is all about. In other words, if you have a business that sells yard products (mowers, parts related to mowers, rakes, trimmers, etc.) and you consistency posted blogs about car repair rather than mowing equipment, Google might confuse your site with a auto repair shop. It’s critical to be consistent in your keywords and content. Same goes with your video…and since Google owns YouTube, you should do the same with your videos.
When you finish your video, you’ll want to incorporate a link or a reference about where to find more information. If your video ends up getting shared several times, you’ll want to make sure the video guides the viewer back to the page they belong…where the content resides.
If you’re creating a business video, you’ll want to inform and educate the viewer. Information and education is king with YouTube and Google because more people search for and watch those types of videos. If you can, you should be offering advice and tips instead of being 100% promotional or marketing in nature.
Music is critical to how we feel during and after we watch a video. Think about the last great movie you watched (or next time pay attention to the music more than anything else). You’ll find that music is almost a character by itself. Without the atmosphere the music creates, you don’t have much of a scene…unless silence is important to the message.
What should I do next? If the viewer has to ask this question after watching your video, you’re missing the call to action. It should be blatant, straight forward, and clear. It should tell the viewer what you expect them to do once they’re done watching. Sometimes it makes sense to put the call to action earlier in the video so if they understand enough and wish to take the next steps earlier than the end, they’ll know what to do. Like this…
What Types Of Video Get the Best Results?
Video Tutorials – By sharing with the viewer how to do something they want to learn how to do, you give them the feeling you’re professional and worth their investment. If they see you as someone they can trust because you’re talking about something they’re trying to do or fix, the likelihood of them calling you increases the longer they watch.
Behind the Scenes – If you do stuff that’s interesting or different than most people understand, you might consider a behind the scenes video. They get people interested in what you do to make the magic happen. If what you do is truly magical…you probably don’t want to share your trade secrets, but sometimes showing a little of the magic and make a huge difference in getting them to take action to call you.
Frequently Asked Questions – The best type of video for SEO is the Frequently Asked Question (or FAQ). This type of video answers a question the viewer is searching for and wants to know the answer. If you can give them the answer and still leave them wanting more, you’ve hit the sweet spot.
Animation – Sometimes, with some products, it makes sense to create an animated video. The reason animated video makes sense for something is when you can’t see inside a product to understand what it does. Here’s an example.
Social Media Videos are highly productive for funneling people to a landing page. Our recommendation is to use a short version of the video to bring them to a landing page with a longer form version of the video. But don’t forget that call to action!
Other Tips to Successful Business Videos
Marketing or Promotional Videos – These should be short and to the point. No one wishes to watch a video to be sold to, but a short promotional video can make a difference between a purchase or an empty cart. Just keep it short. What’s short? 20 seconds for some items. 45 seconds for other.
Professional – If you’re looking to be taken seriously (think professional services), we wouldn’t recommend shooting something on your phone and using (unless it makes sense because it’s about something happening right now). Professional services videos should have professional video.
Landing Pages – If you’re creating a funnel for your video, consider using a landing page for your video. It works very well.