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Video Is the New Business Card. Here’s Why.

Video is the new Business Card blog post thumbnail. Showing business card with video player on it in a business setting.

The Evolution of Business Networking: Is Video the New Business Card?

We remember the day when business cards were once the cornerstone of professional networking. They conveyed identity, trust, and professionalism in a concise, tangible way. Then, we think about 20 years ago, websites revolutionized how businesses introduced themselves. Their websites were digital extensions that strengthened the credibility of the traditional business cards they passed out. In fact, if your business card didn’t have a website URL on it, some thought you weren’t legitimate. Today, we believe another transformation is taking place. Video is rapidly becoming the most effective way for businesses to showcase their expertise, engage with potential clients, and build trust.

This shift isn’t surprising. Data reveals that 91% of businesses now use video as a marketing tool (Wyzowl), and 84% of viewers visit a company’s website after watching a video (Sprout Social). At Plum Productions, we’ve observed how businesses leverage video to establish credibility and close deals. Here’s why video is now the new business card—and how it’s transforming business communication.

Why Video Is the New Business Card

The way we introduce our businesses has evolved. Websites added credibility and accessibility to business cards and it seems that video goes further by creating an immediate, engaging connection that resonates with today’s audience. How else can you connect so quickly with your potential clients? You immediately give them a peek into your business and they’ll feel more connected.

Video Makes a Strong First Impression

Think of video as your digital handshake. A well-crafted introduction video allows your audience to get a sense of your company’s values, culture, and expertise within seconds. Unlike static websites or printed materials, video conveys personality and emotion, which builds trust. Plus they get a sense of who you are and what your style is.

Credibility Through Visual Storytelling

Businesses that use video to explain their services, showcase success stories, or share client testimonials build instant credibility. A customer who watches a real client explain the value they received from your company is more likely to trust your brand than someone who reads a case study or list of accolades. Plus, they can say what you can’t say without sounding like you’re bragging.

  • Example: A software company that shares a client testimonial video showing how their platform solved their problem will leave a much stronger impression than a paragraph of text explaining the same thing.

Unmatched Engagement

Video captures our attention. Let’s face it, we are all mesmerized by moving pictures. Research shows that viewers retain 95% of a video’s message, compared to just 10% when reading text (Forbes). It’s not just about making a great first impression; video helps businesses stay top-of-mind long after the initial interaction.

How Businesses Are Using Video to Connect and Convert

At Plum Productions, we’ve seen companies integrate video into their marketing strategies in more ways that one. Here are some of the more practical ways businesses are using video to strengthen their brand and attract clients:

  1. Introduction Videos
    A short, engaging video on your homepage or LinkedIn profile can introduce your company, share your mission, and invite potential clients to learn more.
  2. Testimonial Videos
    Clients are far more likely to trust your business when they see real people sharing positive experiences. Testimonial videos provide authenticity that text simply can’t match.
  3. Explainer and Product Demonstration Videos
    Complex services or products can be difficult to describe in words. Videos simplify the explanation, offering a clear, engaging way to educate potential customers.

Above a short segment of a product explainer video (part of a longer version). Each of these video formats are basically a modern-day business card, helping businesses leave a lasting impression.

Video’s Competitive Advantage

Video isn’t just about making connections; it’s about staying relevant in a competitive marketplace. Businesses that embrace video position themselves as innovative and customer-focused. What do your customers need to know? That’s what your video should show. (Hey! That rhymes!)

A Modern Standard of Professionalism

Businesses without video content are at risk of appearing outdated. Video isn’t just a trend, it shows you understand how to communicate to your potential and current clients in the ways they want to be spoken to. It prioritizes the connection of the audience and the business beyond what a website can do.

Boosting Online Visibility

Incorporating video into your website doesn’t just engage visitors—it also boosts search engine rankings. Websites with video are 53 times more likely to rank on the first page of Google search results (HubSpot). Video also increases the time visitors spend on your site, which signals search engines that your content is valuable. The longer they stay, the more valuable Google says your website it. Guess who gets top billing between a site with video versus the same site without? You guessed it. The site with the video…because the visitor will usually watch the video versus read the site.

Driving Action

Video naturally guides viewers toward the next step, whether that’s visiting your website, scheduling a consultation, or contacting your sales team. Its effectiveness lies in its ability to pair engaging visuals with clear calls to action.

Ready to Make the Shift?

Just as websites strengthened the role of traditional business cards, video is now redefining how businesses connect, build trust, and attract new clients. It’s not just a trend—it’s a necessary step to stay relevant in today’s competitive landscape.

We specialize in creating high-quality videos that strengthen your brand, engage your audience, and drive results. Need help creating something awesome? Contact us today to learn how we can help your business embrace the power of video and stand out in a crowded marketplace.

 

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7 Video Marketing Strategies That Work: Empower Your Brand

Video Marketing Strategies Essentials

How to Integrate Video Content into Your Marketing Strategies Effectively

Video content has become a cornerstone of many successful marketing strategies, particularly for large organizations looking to capture and engage audiences. Executives and marketing leaders now recognize the impact that video can have on their brand’s visibility and consumer engagement.

For companies with annual revenues exceeding $25 million, the strategic integration of video content into marketing efforts isn’t just an option; it’s imperative for staying competitive and relevant.

Understand Your Video Objectives to Enhance Related Strategies

Before diving into the production of any video content, it’s critical to define what you want to achieve. Are you looking to increase brand awareness, or is your goal more about conversion and lead generation? Perhaps you aim to educate your audience about your products or services, or you need to enhance your customer support with explainers.

Each objective will dictate a different approach in style, messaging, and distribution channels. For executives deciding on a strategic level, aligning video objectives with business goals ensures that investments in your content yield measurable returns.

Analyze Your Audience

Understanding who you are targeting is key. Large organizations often serve diverse markets, and video content should be tailored to the specific demographics, preferences, and behaviors of different audience segments. Analyze your current customer base and use data-driven insights to create buyer personas.

For each persona, consider what type of content would be most engaging, whether it’s a high-energy promotional video, a detailed product demonstration, or a behind-the-scenes look at your company culture. Remember, a one-size-fits-all approach rarely works in personalized marketing.

Develop a Content Calendar Within All Strategies

Third, consistency is key in maintaining the attention of your audience and maximizing the impact of your video marketing efforts. Develop a content calendar that schedules content releases throughout the year. This should align with key business events, product launches, or seasonal peaks in your industry.

For social media experts at large companies, this calendar will help coordinate video content with social media campaigns, ensuring consistent messaging across all platforms.

Choose the Right Production Partner

For those considering hiring a video production company, choosing the right partner is critical. The ideal company should not only have technical expertise but also a profound understanding of corporate marketing dynamics. They should be able to offer innovative ideas that perhaps challenge traditional norms but still resonate with your target markets.

A good partner will help you navigate the complexities of video production, from concept development through to execution, ensuring that the final product is polished, professional, and on-brand.

Leverage Multi-Channel Distribution

Having a multi-channel distribution strategy is essential. This involves more than just uploading to YouTube; it means strategically placing your content across multiple platforms where your audience is most active, including social media, your company website, email newsletters, and even paid advertising channels. Each platform may require different formats or messaging tweaks to optimize engagement and effectiveness.

Measure and Optimize

Next, to maximize the impact of your video marketing strategy, it’s important to establish standardized metrics for measurement and engage in continual optimization.

Start by defining clear key performance indicators (KPIs) that align with your original objectives—whether those are increasing brand awareness, improving engagement, or driving conversions. Common KPIs include views, engagement rates (likes, comments, shares), watch time, and click-through rates.

Utilize advanced analytics tools to track these metrics across all platforms where your content is distributed. This includes not only social media and YouTube but also embedded on your corporate website and within email marketing campaigns. By integrating analytics with your broader marketing data, you gain a comprehensive view of how video influences your marketing funnel.

Analyzing performance data allows you to identify which ones resonate most with your audience and why. Look at the correlation between video content and user behavior—do certain topics, formats, or lengths drive more engagement or conversions? Use A/B testing to experiment with different aspects of your content, such as headlines, calls to action, and even thumbnails, to see what maximizes viewer interaction.

Furthermore, it is also crucial to assess the qualitative feedback from your audience. Monitor direct feedback to gauge sentiment and gather insights into viewer preferences and expectations. This qualitative data can be invaluable in refining your content strategy to better meet the needs and interests of your audience.

Lastly, ensure that your optimization efforts are repeatable. Video marketing is not a set-and-forget strategy but a dynamic component of your broader marketing ecosystem. Regular reviews of your content’s performance should inform ongoing strategic adjustments, helping you adapt to changing consumer trends and technological advancements.

A proactive approach to measurement and optimization will help solidify video as a cornerstone of your marketing strategy, driving sustained engagement and business growth.

Educate Your Team About Your Strategies

For organizations looking to replace an internal team or contemplating between hiring an in-house expert versus an external agency, it’s important to educate your existing marketing team about the benefits and processes of video marketing. Training sessions, workshops, or even collaborating with experienced video marketers can elevate your team’s capabilities and ensure everyone understands how this content fits into the broader marketing strategy.

Final Thought

For businesses, particularly those with significant revenues, integrating video content strategically into marketing efforts is not just about keeping up with trends. It’s about taking a proactive approach to engage customers, enhance brand perception, and drive business growth.

By understanding your objectives, knowing your audience, planning content strategically, choosing the right production partner, leveraging multi-channel distribution, continuously measuring impact, and educating your team, you can ensure that your content serves as a powerful tool in your marketing arsenal.

 

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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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Elevate Your Local Business with Video

Elevate your local business with video thumbnail for plum productions blog

Elevate Your Local Business with Engaging Video Content

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

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Corporate Video Trends of 2024 That Every Business Must Know

Corporate Video Trends of 2024 - Plum Productions

Corporate Video Trends of 2024

While it’s always difficult to know exactly where the year will take us (nod back to 2020, whereby everyone shut down in March), it is possible to look forward and make an educated guess as to where the corporate video trends will go in 2024. Let’s get into where we think the trends are heading.

Emerging Technologies and Their Impact on Corporate Video Trends

Everyone says AI is taking over the world. Yes, it is. But can it fully take over video production right now? No, we don’t believe it can. Where AI can assist corporate video is how companies will create their ideas. It may even help create ideas that we humans haven’t thought of yet.

AI-Driven Video Creation: Artificial intelligence is a corporate video trend we all knew would be mentioned in 2024. AI is streamlining video production by automating tasks such as editing, color correction, and scriptwriting but it still takes a human to determine if what was corrected is, in fact, actually correct. More likely, AI will help analyze viewer data to enable the creation of content that better matches audience preferences, leading to more personalized and engaging videos. We see this already on YouTube’s “Recommended” Feature in the YouTube Studio.

Virtual Production: This technology brings the capabilities of high-end film production to corporate video, allowing for the creation of realistic environments without physical sets. Virtual production reduces logistical costs and enhances creative possibilities, enabling products or brands to be showcased in any setting imaginable, all while maintaining high production values.

By leveraging AI and virtual production, businesses can produce standout content more efficiently and engage their audiences in more meaningful ways. These technologies are not just improving how videos are made; they’re redefining the possibilities for corporate communication, promising more personalized, immersive, and interactive content. In 2024, the use of AI-driven video creation and virtual production is expected to grow, setting new benchmarks for corporate video excellence.

Authenticity and Storytelling in Corporate Videos

One of the more recent corporate video trends is the notion that audiences prefer authenticity and connection. Corporate videos that leverage genuine narratives and storytelling not only stand out but also create a lasting impact on their viewers. This trend towards authenticity and storytelling is shaping how companies approach video content in 2024.

Authenticity Breeds Trust: Authenticity serves as a method of garnering trust. Companies are moving away from pushy sales-centric videos in favor of content that showcases real people, real stories, and genuine experiences. This approach helps humanize brands, making them more relatable and trustworthy to their audience.

Storytelling Connects on a Deeper Level: Storytelling is a powerful tool. It goes beyond mere product features or benefits, weaving a narrative that engages viewers emotionally. Whether it’s through customer success stories, behind-the-scenes looks at the company culture, or stories that highlight the impact of a product or service, storytelling videos draw viewers in and leave a more profound, memorable impression. The key is a strong balance between too much story and making your point quickly enough not to lose the viewer.

Incorporating User-Generated Content: One way companies are enhancing authenticity in their videos is by incorporating user-generated content. This type of content, created by customers or employees, adds a layer of authenticity that can’t be replicated with traditional production methods. It also fosters a sense of community and engagement around the brand.

Challenges and Opportunities: While the push towards authenticity and storytelling offers a path to deeper audience connection, it also presents challenges. Crafting compelling narratives requires a keen understanding of the brand’s identity and audience’s values. However, when executed well, storytelling can transcend traditional marketing, turning corporate videos into impactful narratives that resonate with viewers on a personal level.

As we look at corporate video trends of 2024, the importance of authenticity and storytelling in corporate videos is only expected to grow. Businesses that can master this art will not only captivate their audiences but also build stronger, more meaningful connections with them.

Innovative Content Formats for Corporate Communication

Another of the more interesting corporate video trends is the number of content formats available to businesses has grown dramatically in recent years. In 2024, companies are not just producing traditional videos; they are exploring new, innovative formats to engage their audience. These include interactive videos, live broadcasts, and even immersive 360-degree experiences.

Interactive Videos: Interactive videos have risen in popularity, offering viewers a participatory experience. These videos allow audiences to make choices that affect the video’s storyline or outcome, turning passive viewers into active participants. For corporate communication, this means creating training modules, product demos, or even interactive annual reports where stakeholders can choose what information they want to explore.

Live Broadcasts: Live broadcasts have become a staple in the corporate communication toolkit. They offer real-time engagement with audiences, be it through Q&A sessions, product launches, or behind-the-scenes glimpses. The authenticity and immediacy of live video foster a sense of community and transparency between businesses and their audience.

Immersive 360-Degree Experiences: While not universally adopted, 360-degree videos offer an immersive viewing experience, placing the audience in the center of the action. For businesses, this could mean virtual tours of facilities, immersive product experiences, or even 360-degree coverage of events. These videos provide a unique perspective, offering viewers a more comprehensive understanding of the subject matter.

The adoption of these innovative content formats signifies a shift in corporate video communication. By embracing these formats, businesses can engage their audiences in more meaningful, interactive, and immersive ways. The key to success lies in understanding which formats best align with the company’s communication goals and audience preferences.

As we navigate through the corporate video trends of 2024, the exploration of new content formats in corporate video is expected to continue, pushing the boundaries of how businesses communicate with their stakeholders.

Strategic Video Placement Across Digital Platforms

In 2024, creating compelling corporate videos is only part of the equation; strategically placing these videos across various digital platforms is critical for maximizing reach and engagement. Businesses are diversifying their video distribution strategies to include not just traditional channels like company websites and YouTube but also social media, email campaigns, and streaming services.

Social Media Platforms: Each social media platform offers unique advantages for video content. YouTube is one of the largest video platforms in the online world. Instagram, for example, is ideal for short, engaging clips, while LinkedIn is perfect for B2B videos that showcase industry expertise or company culture. Tailoring video content to the strengths of each platform can dramatically increase its effectiveness.

Corporate Websites and Blogs: Videos embedded on company websites or blogs can significantly enhance user experience and SEO. Explainer videos, testimonials, and product demos on relevant pages or posts can help convert visitors into customers by providing valuable information in an engaging format.

Here’s an example (above).

Email Campaigns: Including videos in email campaigns can boost open rates and engagement. A compelling video thumbnail in an email invites recipients to click through to watch the full video, whether it’s a product announcement, a behind-the-scenes look, or a message from the CEO.

Advertisements on Streaming Services: With the rise of streaming platforms, placing advertisements or sponsored content in this space can reach audiences who are increasingly shifting away from traditional TV. Targeted ads on platforms like Hulu or Netflix can capture the attention of viewers in a less saturated advertising environment.

Strategic placement ensures that videos reach their intended audience in the most effective manner. By understanding the unique benefits of each platform and aligning them with the video’s goals and target audience, businesses can leverage their video content to achieve maximum impact.

As we continue through 2024, the strategic placement of corporate videos will become even more sophisticated, with companies leveraging data analytics and AI to fine-tune their distribution strategies for optimal engagement and ROI.

Measuring Success: Analytics and ROI of Corporate Videos

In 2024, one of the most important corporate video trends is the emphasis on quantifying the impact a placed video. Businesses are increasingly leveraging sophisticated analytics tools to measure the success and return on investment (ROI) of their video content. This shift towards data-driven strategies enables companies to make informed decisions about their video marketing efforts, optimizing for better engagement, conversion rates, and overall performance.

Key Performance Indicators (KPIs): Identifying the right KPIs is crucial for measuring video success. These may include view count, engagement rate (likes, shares, comments), watch time, conversion rate, and click-through rate (CTR). By analyzing these metrics, businesses can gauge how well their content resonates with their audience and contributes to their marketing goals.

Analytics Tools: Advanced analytics platforms provide deep insights into video performance across various channels. Tools like Google Analytics, social media insights, and video hosting analytics (e.g., YouTube, Vimeo) offer a comprehensive view of how videos are performing in terms of viewer engagement and behavior. This data is invaluable for refining content strategy and improving video effectiveness.

ROI Measurement: Calculating the ROI of corporate videos involves assessing both direct and indirect benefits. Direct benefits might include increased sales or leads directly attributed to video campaigns. Indirect benefits could encompass enhanced brand awareness, customer loyalty, and long-term customer value. A combination of quantitative data and qualitative insights can help paint a complete picture of video ROI.

Continuous Optimization: The journey doesn’t end with measuring initial performance. Successful businesses use these analytics to continuously optimize their video content and distribution strategies. A/B testing different video formats, calls-to-action (CTAs), and distribution channels can help identify what works best for reaching and engaging the target audience.

In 2024, the ability to measure and understand the impact of corporate video is a competitive advantage. Companies that master the art of video analytics are well-positioned to tailor their content strategies effectively, ensuring that every video they produce delivers maximum value. Ask us how.

 

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Video Marketing Trends of 2024

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How To Use Video and Video Marketing For Your Business

 

Keywords: Corporate Video Trends 2024, Business Communication, AI Video Creation, Video Storytelling, Digital Video Strategy

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Three Tips to Winning With Effective Tradeshow Video

effective tradeshow video on display at event

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

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

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

Planning Your Tradeshow Video

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

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

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

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

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

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

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

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

 

Creating Compelling Tradeshow Video Content

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

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

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

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

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

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

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

Effective Promotion and Engagement Strategies

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

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

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

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

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

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

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

Measuring Successful Tradeshow Video

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

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

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

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

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

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

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

Conclusion

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

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

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

 

Related Articles: 

Manufacturer Product Videos & Increased Sales

Why Your Trade Show Booth Needs a Video

Secret Weapon To a Successful Trade Show Exhibit

Walk Through of Good and Bad Trade Show Booths

 

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

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Free Guide to Improve SEO With Video On Any Business Website

Video helps website SEO

Yes, Video On Your Website Improves SEO

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

The Power of Website Video

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

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

The Impact on Website SEO

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

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

Title Tags: Incorporating Keywords

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

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

Video Transcriptions On Your Website: Boosting Keyword Density

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

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

Social Sharing: Increasing Backlinks & SEO

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

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

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

The Mobile Advantage

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

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

Conclusion

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

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

 

Related Content: 

8 Important Reasons Businesses Should Have a YouTube Channel

What Is An Instructional Video?

The Case for Video Content Marketing and SEO Results

Rising Role of Video Content in SEO

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Time To Make a Video?

Graphic of time and factors impacting video production process.

How Much Time Does It Take to Make a Video?

You’re asking this question because you want to plan based on the time it takes to make a corporate video. We also know that navigating the world of professional video production can often feel like a journey, especially when it comes to understanding how long the process takes. Don’t worry. We’ll help you along the way.

Whether you’re a business looking to tell your story, a brand aiming to launch a new product, or a corporation seeking to train your staff, knowing the time it takes for your video project is crucial.

This blog post aims to demystify the video production time, providing you with a clear understanding of what to expect and how to efficiently plan your next video project. From pre-production planning to the final edits, several factors play a pivotal role in determining how long it will take to turn your vision into a visual masterpiece.

Factors Affecting Video Production Time

When embarking on a professional video project, it’s important to recognize that several factors can significantly influence the production time. Understanding these elements helps in setting realistic expectations and aids in efficient project planning.

  1. Project Complexity: The scope and complexity of your video is a major determinant of production time. A simple interview-style video might require fewer resources and less time compared to a high-end commercial with multiple locations, actors, and special effects.
  2. Pre-Production Planning: This initial stage lays the groundwork for your video. It involves scriptwriting, storyboarding, location scouting, casting, and scheduling. The depth and detail of pre-production can vary greatly, thus impacting the overall time. But planning is the key to a successful completed video project.
  3. Shooting Schedule: The actual filming of your video can range from a single day to several weeks, depending on the project’s requirements. Factors like the number of locations, availability of talent, and weather conditions can all affect the shooting schedule.
  4. Post-Production Requirements: After shooting wraps up, post-production begins. This phase includes editing, color correction, sound design, and adding special effects or animations. The complexity of these elements can greatly extend the time needed to finalize the video.
  5. Revisions and Feedback: Incorporating feedback and making revisions is a normal part of the video production process. The number of revision rounds and the extent of changes requested can impact the timeline.
  6. External Factors: Sometimes, external factors such as client availability for feedback, holidays, complications in schedules, and other unforeseen circumstances can also affect the production time.

Typical Timelines for Different Types of Videos

The amount of time it takes to make a video can vary greatly depending on the type of video being produced. Here’s are some common types of corporate videos and their typical production timelines:

  1. Explainer Videos: These are short, engaging videos that explain your product or service. Production can take anywhere from 2 to 6 weeks, depending on the complexity of the animation and the length of the video.
  2. Corporate Training Videos: The production of these videos can range from 4 to 8 weeks. Factors such as the length of the video, the number of shooting locations, and the complexity of the content play a significant role in determining the time. More locations and more complex may even exceed these times.
  3. Promotional Videos: Designed to promote a product, service, or brand, a standard promotional video can take 3 to 7 weeks to produce. This timeframe includes scripting, shooting, and post-production. Planning is key for these types of videos.
  4. Event Videos: Capturing and producing event videos, like conferences or seminars, can be a quick process, usually taking about 2 to 4 weeks. The timeline depends on the length of the event and the complexity of the editing required. No editing means almost immediate turnaround. Editing in presentation slides may require the additional time.
  5. Testimonial Videos: These videos typically require less production time, often completed within 1 to 3 weeks. The simplicity of shooting and minimal post-production needs can contribute to the shorter timeline.

Note that these are general estimates for time and each video project is unique and can vary based on specific requirements and unforeseen factors. Early and clear communication can help in setting a more accurate timelines for your specific project.

planning time to make video

Planning for Efficiency: Tips to Speed Up the Process

Efficient planning is key to speeding up the video production process without compromising quality. Here are some actionable tips to streamline your video project:

  1. Clear Objective / Message: Before starting, have a clear understanding of what you want to achieve and the message you want to convey. This clarity helps in making decisive choices throughout the production process.
  2. Detailed Pre-Production: Spend ample time in the pre-production phase. This involves finalizing the script, storyboarding, and planning the shoot meticulously. The more detailed your preparation, the smoother the subsequent stages will be.
  3. Assemble the Right Team: Having the right talent and crew is crucial. Ensure that your team is aligned with the project’s vision and has the necessary skills to execute it efficiently. Also, it helps to have those who are going to be providing revision feedback to be involved early in the process. New ideas after the fact will only slow things down.
  4. Efficient Scheduling: We’ll work with you to plan your shoot schedule wisely. We’ll group scenes that can be shot in the same location together to save time. Also, consider the availability of key personnel and locations when scheduling.
  5. Prepare for Contingencies: Expect and plan for potential delays. Having contingency plans for bad weather or other unforeseen circumstances can keep your project on track.

Setting Realistic Expectations

Understanding and setting a realistic timeline is crucial for the success of any project. As we’ve shared, various factors influence the production time, from the complexity of the project to the efficiency of the planning and execution stages. Whether it’s a quick-turnaround explainer video or an extensive corporate training series, each project requires a tailored approach to meet its unique demands.

Remember, effective communication with your video production team is key to setting realistic expectations. It’s important to be clear about your vision, goals, and deadlines from the outset. A professional video production company, like Plum Productions, will guide you through the process, helping to manage time efficiently while ensuring the final product meets your standards.

Ultimately, the time invested in creating a professional video is an investment in your brand’s message and reach. By understanding the intricacies of video production time, you can plan better and achieve a final product that resonates with your audience and fulfills your business objectives.

 

Related Posts: 

How to Make a Corporate Video Production Successful

How To Use Video and Video Marketing For Your Business

Should I Use Stock Video?

How Long to Produce a Video?

 

Images created by CHATGPT

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How to Make a Corporate Video Production Successful

Successful Corporate Video Production Blog Post Image

How To Create a Successful Corporate Video Production

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

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

 

Successful AND Fun

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

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

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

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How To Be A Disrupter in Your Industry – Killer Video

How to Be a Disrupter with Video - Plum Productions Blog

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

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

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

Creating Killer Video

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

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

Here are some basic starting points in creating killer video:

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

ORIGIN-GENSLER 2 MINUTE from Plum Productions on Vimeo.

 

Types of Video Used to Disrupt an Industry

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

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

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

 

Related Articles: 

What To Do To Maximize Your Investment In Video Production

6 Qualities To Look For In A Great Video Production Company

List of Innovative Disrupter Companies