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4 Beneficial Videos To Promote a Professional Service

Professional Service Video

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

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

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

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

Product Videos

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

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

Professional Service Tutorial Video

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

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

YouTube / Online Advertisement For A Professional Service

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

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

Live Stream Videos

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

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

 

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What Should Be In A Business Video?

business video blog post thumbnail

Business Video Defined

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

What Should Be In A Corporate Video?

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

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

 

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10 Tips for Creating Effective Business Videos – Entrepreneur Magazine

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How to Harness Video for Business

Video For Business - Plum Productions Corporate Video

It is amazing how so many people are using video for business. Whether your business is small or very large, using video to improve digital marketing efforts is the trend, and is likely not going to go away. Whether companies are creating promotional tools or educational segments it’s important to keep in mind that it must be engaging and worth watching.

In this post, we’ll cover some tips for making great marketing videos to how to harness the power of video marketing to get results in your business. We’ll cover which videos are must haves and which videos are nice to have, but not as critical so that you can focus your time on getting results quickly.

Tips To Creating Awesome Marketing Videos For Business

There are several elements that must be present in a quality business video. Besides shooting with a quality camera, using quality audio, and inserting supporting shots, there are some important aspects every video needs to have. First, it must have a message or a story.

Story/Message

The real message may not be what you think. What are you trying to convey? What is the point of creating this message? These questions seem obvious, but we’ve had clients ask us to create a video for the purpose of having a video, but when it came time to using it, it wouldn’t drive results. We knew it wouldn’t create results because the video just spoke AT the viewer, not TO the viewer. We helped them craft a message that spoke to the problem people face and how their product was the solution by telling the right story. Here’s an example of a video that does exactly that.

Video Mission vs. Product Mission

What we mean is you want people to relate, not watch. Viewers only relate when they put themselves into the story. We created a nonprofit video a while back that was shown at a breakfast. The crowd was engaged because it supported the mission of the organization and everyone could put themselves into the situation that was being described. When the video was done, people were wiping their tears because they could imagine themselves facing the same problem…that it could happen to them. They realized they needed to give to the cause because they could just as easily be in need and that others in the future may too. We were told this was a highly successful event. Here’s the video:

Where To Use Video For Your Business

Once you have the video, where you put it and how you use it can make a difference. If you simply place it on your website, how will you drive traffic to your site? If you’re placing it on YouTube, how are you doing the proper research to make sure the video will be found? Are you using all the tools at your disposal? If you’re using the video in your email program, are you measuring click-through and other data points to ensure you know what’s working, what’s not working, and what is producing the results you desire?

Are you using video to create a blog post? Answer questions for potential customers/clients? Or are you just posting video to post video? If you don’t have a measurement component toward a goal, we would not recommend investing money or time into video. It’s important to keep measuring results versus goals as often as possible when posting video.

If we can help you create video for your business at any time, we’d be happy to help! Post any question you may have and we’ll see if we can answer them for you.

 

Related Post: 

How to Use Video and Video Marketing For Your Business in 2022

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Video Trends of 2021

Video Trends - 2021 Loading Bar image

How To Use Video in Business in 2021

Video Trends of 2021

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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:

  1. 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.
  2. 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.
  3. 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.
  4. 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?

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

 

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Image by iXimus from Pixabay

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What Length (How Long) Should A Business Video Be?

How Long Should a Business Video Be, video camera and lens

How Long Should A Marketing Video Be?

We get this question a lot…”How long should a marketing video be? Especially for a business?” Most people think a video should either be short (15 to 30 seconds) or long (4 to 5 minutes). Both might be right; both might be wrong. Here are our thoughts.

The length of your video depends on your goals and objectives. Are you looking for leads? Are you looking for sales? Are you looking to inform? Bring them to a funnel? Provide education? There are several reasons videos are created, but not all perform the same and not all should be used for any given situation.

How Long for Informative Videos?

Video marketing is a bit science and art, so let’s first identify where you’re using the video. That’s going to drive content and length. For example, many popular videos on YouTube are longer videos. Longer videos are popular because they are providing information and viewers watch longer to learn more. Their content is giving the viewer information that they need or want (think How to Create Your First YouTube Video or How to Use Doodly). These online videos are informative and provide insights into something extremely specific. It has nothing to do with a viewer’s attention span because they want to know the information.

How Long for Facebook Videos?

On the other extreme are Facebook Videos and Instagram Stories. These tend to be shorter in length because they are more social in nature and typically more promotional. Instagram limits the length of your video, but most companies are finding that 30 seconds for an Instagram video is most effective. If someone is scrolling through Instagram, they’re usually doing it to relax or waste time while waiting somewhere. Ads can be effective, but you must get to the point quickly.

Facebook videos are remarkably similar to Instagram in that they’re being watched while relaxing or waiting somewhere. Also, like Instagram most of the time people are scrolling along on mute; therefore, when creating social media videos, it is important to incorporate graphic punch words like this below.

How Long for Corporate Video?

Video content used for the purpose of marketing tend to be 60 seconds to 2 minutes. Most of our clients tend to keep their videos around 90 seconds so that the overall message can be shared yet keep the length short enough to hold their attention. Long videos can perform if used properly. For example, an Explainer Video typically requires a little more time to illustrate how something works. But an About Us video typically requires less time and people typically won’t watch the entire video.

What About A Corporate Website Video?

For any video production project, we’ll want to know where the video is being placed. This usually drives length as well. We might recommend editing a variety of lengths to give you flexibility in where to use each. For example, videos for a corporate website should be 30 to 90 seconds…just long enough to make the viewer want to learn more or take action (call you or fill out a submission form).

How Long for Landing Page Videos?

If you have a landing page to sell a product or service, once again, these videos should be 30 to 60 seconds, less than a minute long. People are not watching these videos long because they want to hear your key message and decide to purchase or not. Typically, this happens within 10 to 15 seconds. Any video on a landing page should be placed high up on the page…above the fold so that viewers see it immediately and know what to do.

Email Marketing Campaigns

While these videos can be any length, think about who you’re sending this to and why they should watch any longer than they must. These are typically slightly longer because they’re sent with the intent to educate and inform…not to sell. Using the word “video” in your email title should help your open rate (just make sure there’s a video to play!)

Explainer Videos

Explainer videos are typically meant to help people understand your product or service and explain how to use it. If you want to do these, you’ll want to keep them between 60 and 90 seconds…and get to the point rather early (by about 30 seconds) so they can feel like they should keep watching.

What About Case Study Videos?

Depending on the content, these videos can be 5 to 10 minutes, but can also be made into shorter chunks to make them easier to consume. We’ve seen long form versions perform well and short form videos of this type perform well. If it’s more complex, we recommend shorter chunks.

And for About Us Videos?

This is a video that can vary a little too. If you sell something that needs to earn trust before you make the sale, a longer video might be appropriate. That might mean it runs 3 or 4 minutes. This gives the viewer some time to consume and make some trust-level decisions. If they like you and your team and your culture, they’ll call you. These videos are typically about your culture, your team, and who you’re trying to attract to your team.

What about Interview Videos?

Interview videos are typically informative and internal (or sent to a specific audience). They provide insights into the company and what he or she is working on to achieve objectives. We would recommend lengths of 5 to 10 minutes, depending on how engaging the topic is. Please don’t make people sit through something they don’t need to know. 🙂

Thought Leadership Videos

If the leaders of your organization want to stand out from the crowd as a thought leader, this video is ideal. Think TED talk or presentation style video. The speaker doesn’t have to be on stage, but the concept is similar. This content should be used for industry presentations or other relevant situations. These are typically 10 to 20 minutes in length, depending on the complexity or needs.

Video Reviews/Testimonial Videos

Have your customers/clients tell your prospects how good you are. These are highly effective for a landing page (under your main video or interspersed into the main video). Prospects often need validation to their decision. They need to know they’re making the right decision and don’t want to feel alone. This is a highly effective way to do that. These typically are short (30 to 60 seconds) and can be combined into a longer piece if needed. You can also use these in email campaigns after someone has hit a landing page but has not purchased.

We hope this post helps you decide what length your video should be based on where you are using it and what your objectives are. If you have any questions, please reach out and we can answer them.

 

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Virtual Marketing – Videography during COVID-19

woman-computer-office

Virtual Marketing – Powerful Tools during COVID-19

The issue isn’t so much if you should create video it’s a matter of how. Virtual Marketing has taken off during COVID, so how do you create video during this pandemic? It can be easier than you think, but it will take some extra planning.

During the pandemic, we were all subject to time at home. Time to think about, “What now?” While some took that time and created something new or slightly different, others waited to see what will happen next. One component that was impacted heavily was video marketing. How do you create new stuff? How do you advertise when everyone is home and they don’t want what you’re selling? Do you ramp up social media? Do you create poor quality video content? How do you create video while social distancing? All great questions, but there are answers and there is a silver lining.

It’s tough to do a full-blown video shoot with a large crew, lots of cameras, lots of people on set, etc. How do you create a video when have your staff is still working from home? You don’t. But what you can do is create a planned out shoot that will provide you with the video that shares your message safely. COVID and the lock down has created a huge opportunity for some. Here’s what we’ve been doing to help those who want to use this opportunity to maximize their messaging.

  • Show How You’re Dealing With COVID – This is one way you can use video. Show your potential clients/customers how you are currently using the proper protocols and safety procedures to keep them safe. That’s what they want to know: Can I trust them to keep me safe? Show them how you’re doing things right and how you’ll keep them safe.
  • Capture Virtual Content – We’ve edited several ‘virtual’ events where the client has a Zoom call and has it edited into a concise video featuring interviews and conversations. These videos/calls can be branded and made to look professional, even though it’s just a Zoom call.
  • Small, Short Content – Some clients are asking us to crate videos using stock video, 2D graphics, even Doodly videos. All of these options allow the business to share a story and get it out via social media or via broadcast. Branded and visual makes the message complete.
  • Create a Video Review – Get your current customers to create a video review for you. They can do it with their cell phone or they can come to our studio where they can come in the back door, stand in place (everything is all set up already) and say their few lines, and leave the back door without touching anything. Masks are required, but we’ll be socially distanced as well.
  • Being Human – If you’ve ever wanted to create your own video using your iPhone to send messages to your clients, now is the time. Video, even poor quality image video, is effective. You’ve seen the late night shows do it on television, so can you…and you can do it without the fear of looking foolish or skimping on quality.
  • Last Point – Know that people don’t want to be sold hard right now. That’s a tactic that can work during normal times. Try this instead: “We’re sure you’ve been impacted by COVID, but we have no idea how badly. We also want to say that we’re here for you when you need us. If you don’t need us now, we completely understand. If you need us in a new way, please tell us so we can help.”

Change creates fear. Instead of being fearful, it’s time to embrace it. Know that we’re doing to be dealing with this for a while moving forward. Knowing that, what changes can you make in your business to make you stand out, be compassionate, and highlight your safety mechanisms all at the same time?

Here’s an example a Zoom Call that was converted into a show:

Here’s an example of a Doodly style video we created.

The opportunities are endless. Need help coming up with ideas? Let us know. Have a different idea that you’d like to do, we’d love to talk and see if it’s something that we can do for you.

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Best Restaurant Video Ideas

Best Restaurant Video Ideas - drinks

You’re here because you likely asked yourself how to create a restaurant video or should I create a restaurant video.

In the restaurant business, there are essentially four ways to increase your sales:

Restaurant Video Idea for New Trial

Marketing activities related to new trial are used to acquire new customers. One way to get new customers is through referrals or recommendations. Getting a recommendation from a friend is one of the top ways to increase new trials. So how does video fit into this? Consider this:

One way is to send an email campaign to your current customers asking them if they like the restaurant enough to share their experience with their friends. The location should craft a message (let us know if you need help) that informs the viewer what it is they should do to share their experience. Is it do a review on Google or Yelp or TripAdvisor? Is it forward this message to a friend? There are several more, but you get the point.

Ask your customers to create their own video or photo and post it to your social media page (you’ll be monitoring, of course). Ask them to tag their friend when they do. If the friend shows up at the restaurant, ask them to show you the video and their name…give them a special price, dish, or drink. You’ll get the whole town talking about you.

Restaurant Video Idea for Building Frequency

Now it’s time to get them back in the door. Your image and reputation are critical. Before you can expect someone to return, it is important that the dining room, the kitchen, and the bar all performed to the expectation of your customer. Before they leave, you probably already asked them what they would have improved about their experience. This is important later, in your marketing materials, because you’ll want to focus your message on the things people were positive about while you work to improve items that detracted from their experience.

If you’re a large scale operation, it can be tough to get good feedback. It is critical to get email addresses from your customers to answer a survey. Keep it simple. Add a layer to this tactic by creating a video with a message of, “We want to know what you thought of us… and please be honest” can significantly increase the likelihood of getting the survey filled out. Make sure you ask about their food and beverage experience individually and collectively. Try to keep the survey to less than 2 minutes to fill out.

Incredible customer service always brings them back. Consider a quick service restaurant where each meal is made to order. What if you noticed a person coming back after their first time. The staff should recognize this, thank them for returning and ask them if they’d like to try the same meal they did yesterday with the same toppings…and list them. You’d have to jot notes down the day or two before when they came in but if you rattled off their favorite toppings before they ordered, they’d be impressed! That’s full service for your customer!

Restaurant Video Idea for Increasing the Check Size

Create a secret menu only the staff knows about. This menu should contain a drink, side, or topping that matches the flavor profile (and costs a little extra). Every dollar counts in the restaurant business, and by suggesting a drink or side dish because they taste so good together, the average check size increases.

Enter video. Your advertising should match that concept. we’ve never seen a restaurant commercial with a single item focus…there’s always a matching side dish or drink. Need help creating the right flavor profile and video? We can help you there too!

Restaurant Video Idea for Increasing the Party Size

Technically, you’re in the entertainment industry. So you should be the place to bring friends. Encourage it often…with every couple or group of four: “Please bring your friends next time.” Perhaps it’s a coupon that is for parties of 6 or more or it’s an advertisement that suggests that parties of six or more “Have more fun and get a free appetizer to get you started!” The ideas are limitless when it comes to how to increase the party size and every one of them can be supported by a video.

When it is time to ramp up the sales after we’ve come out of quarantine, let us know which area you’d like to focus on and we’ll help you get it done with video.

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Image by bridgesward from Pixabay

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Hotel Video Production Marketing Strategy

hotel video production, woman at resort hotel pool with drink

Hotel Video Production

Are you worried about how to fill the rooms? Are you unhappy with your online reputation? Do you have a desire to improve the online engagement levels with your website? Have you been anguishing over trying to get the rooms to look exactly how a guest will find them when they arrive, but you haven’t been able to create a strong marketing campaign that shows a potential guest what they can expect. Should you use hotel video production strategies to fill the rooms?

Sometimes pictures are enough, sometimes they are not.

We’ve got you covered. In this post, we’re going to share with you how creating the right marketing plan and business strategy can incorporate solving several of the above issues. Hotel video production and marketing involves several facets of activity like social media marketing, online advertisements, print, billboard, and other levels of marketing that will drive traffic to your hotel.

We’re sure you’ve done focus groups and have learned about the needs of your guests and you’ve reviewed the Ps of Marketing, but we’d like to suggest that there are a few elements that may have been missed. Potential customers obviously want to know what the location looks like, but do pictures clearly show and/or explain your products or services. Do they do it adequately enough that one would not be surprised when traveling. When we travel, we’re often surprised by the difference in photos an the actual location.

Every aspect of the tourism industry should be maximizing video to their advantage. Here’s why. When someone plans a trip to places like Boca Raton, Palm Beach, Naples, Fort Lauderdale, Miami, or Key West, they do a lot of research.

Just like you do marketing research, their research includes things like what does the hotel look like? What do the amenities look like? What about the room, what should I expect to see and feel when I enter the room? Video shows people all the elements that are important to them.

What is the Marketing Process to Maximize Sales?

If you want to attract more guests to your hotel, you’ll want to show off the grounds, the rooms, the amenities and use social media platforms to increase the likelihood of being found by a potential guest during their search. When you define your marketing to incorporate what your guests want, they’re more likely to buy. While product price can impact a guests decision, if they see, hear, and feel the value, they are more likely to spend a little more to enjoy their vacation.

Reputation is critical in the hotel business. Hotels rarely survive a long-term negative leaning review score. No amount of advertising or video can offset poor scores. If the reputation is bad it’s time to make some operational improvements and hold off on any sales and marketing activities. You’ll only make more people mad by having them show up and be disappointed.

The process of maximizing sales is in a strong process. The process should include high quality video, appropriate placement with an appropriate spend and help potential guests understand what it is they’re looking at and why they should book your hotel for their next vacation.

Loyalty, Engagement, and Services – Fort Lauderdale Hotels

Marketing includes featuring a locations strength to their advantage. If you are a Fort Lauderdale hotel that has luxurious amenities, a relaxing and beautiful spa or an impeccable golf course, it’s critical to showcase that. If you have nearby attractions or nightlife that is important to the attractiveness of your hotel, show that too. Does your food stand head and shoulders above your competitors? You should feature Instagram-worthy video of your specialties.

Hotel Video Production: Increase Hotel Loyalty Using Video

Marketing can refer to reinforcing a positive visit. What if after a guest leaves, they receive a personalized standardized (yes…do both) video that thanks them for visiting. What if you had several videos that were at your disposal to email after their departure that mentioned an amenity or service they used?

What if they used your spa and the video you send to them afterward mentions that you’re glad they were able to use the spa and that you hoped they enjoyed their experience. How powerful is that? Would they know it wasn’t made specifically for them but that it was made only for those who visited the spa? You have the data, use it!

If you’re wondering how to make these things happen and more (yes, we have a lot of ideas related to improving loyalty and reputation), we’d be happy to talk about it with you. Give us a call and we’d be happy to work through all of these areas with you. As a South Florida video production company, we’ve seen and been a part of a lot.

The hotel/hospitality business can be frustrating, but it can also be rewarding. If you’re struggling to figure out how you should be using video, let us help you by working through our marketing strategy session and let us craft a plan with you. You control the direction, we’ll provide the creative that works.

 

Image by Engin Akyurt from Pixabay

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Who is South Florida’s Best Video Production Company?

Best Video Production Company Traits and Successful people

Qualities of the Best Video Production Company

When you’re looking for the best video production company or a video agency, you may have certain things you’re looking for: quality, speed of work, and processes. But, when you start your search for a full service production company, there are several factors you should consider. Here are three areas to consider when trying to find the best video production company to match your needs.

What to Consider When Hiring the Best Video Production Company

Professionalism. Several factors should be considered before hiring a Miami video production company. Interview a few companies to determine which one can work with you from a personality standpoint. If you don’t think you can get along during a preliminary interview, you won’t enjoy the rest of the process. Remember, they might feel that way too, so it’s important to talk openly about that. To expand on that, consider their level of professionalism. Do they behave as a company that will respect your brand? Do they match your brand overall? Professionalism isn’t always the first thing most people think of when looking for a partner, but it should be.

Timelines. As a business owner, you’ll most likely have a timeline that is important to you. If you’re going to produce corporate videos, you’ll want to allot the appropriate amount of time to craft, plan, and create a high quality video project. There are many production companies in Miami, but which one can produce and execute the plan in the timeline you have allotted.

When crafting your timeline, please remember to incorporate your crew’s timeline to create your video too. Some companies like to shoot first and figure it out later and others (like us) will only shoot once we have a plan. If you’re going to shoot video commercials, you’ll want to plan appropriately. Sometimes that take a little longer, but it’s worth the wait.

If your timeline is to create something in a week, you may not get the quality you want. If your timeline is six months, you also might not get the quality you want. It all depends on the moving parts and the plan.

Quality. You know it when you see it, but it really is subjective. What you deem to be quality may be subpar (or over the top) to someone else. Communicate what quality is to you and have them communicate what quality is to them. Most important, if you see work that you like on their website and their Vimeo or YouTube page, then they’ll most likely be able to hit the mark on your project.

If you’re looking to do quality video marketing in Miami Florida, you’ll want to make sure they know your quality specs before you start. You can read more on this in another blog we posted called How to Choose the Best Video Production Company.

Best video production process

What Are the Keys to a Successful Shoot?

Whether it’s a corporate event, a corporate video production project, or simply media marketing, you’ll want your shoot (and project) to be successful. Why put forth all that energy and money and not have a successful outcome? What does it take to have a successful shoot? There are three things we like to think are what make all our shoots successful.

Planning. The planning process must answer the Who, What, When, Where, and How questions before a shoot date is even scheduled. That goes with any video production service. For example, there must be a preproduction call or meeting that occurs where you discuss who will be on camera, who is writing the script, who is approving the script, when the call time is, where the shoot will happen, what equipment will be used, how the project will be executed, and how the editing process will work.

There are usually other questions to be asked (from both sides) that are more specific to a situation, but discussing this before the shoot ensures everyone is prepared before it begins.

Pre-Work. Once a script is approved, its important everyone does their part to be ready. Sometimes the client needs to approve a script or provide feedback or changes so that the shoot can be executed without wondering what the final product will look like. If props, talent, or other items need to be obtained, they need to be done well before the shoot date. No one likes a surprise and neither do we.

Communication. Planning and communication go hand-in-hand, but both are critical to a successful shoot. As an agency, we want communication from the client so we know what they need, want and are worried about. We want to communicate to the client as often as necessary to be clear on what needs to happen next and ensure a successful shoot.

Where? Finally, all the planning and prework are important but so is knowing where the video will be used. What is the point of creating this video if where it will be used isn’t clear. If it’s for use on social media, then certain elements must be present to brand it accordingly.

If it is for a music video (something we don’t do much of) then other shots need to be included. Remember, corporate video is usually pretty structured unless you’re trying to communicate a message of individuality and distinctiveness. We more information about all of this at Steps to Video Production.

If you’re looking for the best video production company of South Florida, you now have the tools to decide which one to hire and why they really are one of the best. Happy searching and let us know if we can help you.

 

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How to Generate Sales Leads with Video

Four Strategies for Video Marketing on LinkedIn

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The Case for Video Content Marketing and SEO Results

Case for Video Marketing

The Case For Video Marketing and How It Helps SEO

Whether the business is large or small, content is king when it comes to search and being found. If you’re looking for a case for video marketing, this is it. According to OptimWise there are several factors that lead to success in being found in a search. OptimWise also shares that the items that are important and improve your chances are stuff like the quality of the content and how well the keywords have been researched and used effectively.

Other factors include newness of information, how well information answers a question being looked for, and how well items are structured and tagged. Items that can decrease success are items like useless content and stuffing keywords throughout to try to trick Google and the like.

Why Video?

Before we get into the SEO portion, it’s important to understand why video is helpful in general. When videos are relatively short, they can be more impactful than a quick paragraph. Why? Emotion. Emotions can be communicated quickly with music, visuals, movements, transitions, text on screen, verbal statements, etc.

When these come together in a video, the effect is magical. Viewers are drawn into the story, the feeling. They feel like they’re a part of the situation or problem. This is important because without emotion, you’re selling or telling. Everyone wants to buy, no one wants to be sold. Period.

case for video marketing and google search showing video results

Another reason for video is that Google likes it. When you type in a question you will not receive one or more (sometimes several) videos related to that question For example, doing a quick search about Doodly, we find the results are mostly video results along with information about the company that created it.

Notice the top video? That’s our Creative Director, Jenn Jager. She’s the first search result on Google and near the top of YouTube (depending on what you search). How did she do this? Read on…

Case For Video Marketing and How Video affect Search Engine Results

There are several factors that affect search (there are literally 10s and sometimes 100s of items under each of the above listed factors that affect results positively and negatively) and video is not the only one. It is one of the items that impacts rankings positively as long as certain things are in place. We know that Google (Alphabet), the world’s largest search engine, also owns YouTube as one of its brands, so having YouTube video as one type of content helps. But what type of video is helpful in getting results?

Using Google Analytics will help you determine the appropriate keywords, target audience, and real world information on your current performance. If you find an area in the analytics that pops out as a success, maximizing this information can help you determine what information you should be providing.

For example, if you determine that an area of your business is being found related to specific keywords, you might consider adding more blog posts surrounding that topic. In each blog post, you might determine a video about that topic or question might be appropriate. Why would you do that?

It has to do with your visitor’s attention span. Our experience has told us that when a video is on a page, people will more likely watch it versus read the text. If the visitor is reading the text, they may lose interest in the written word and move on (to another page or a different website).

If a visitor is watching an appealing video, they typically stay on the page to the end or near the end of the video…thus more time on the site. This will maximize your content marketing efforts by keeping them on your site longer.

Another factor related to the above paragraph is how this impacts bounce rate. By keeping a viewer on your page longer, your page (and the analytics) are telling Google that the content located on that page (or website as a combination of page) is high quality and keeps the visitor on the page. This is called lowering your bounce rate.

Wistia reported in 2016 that pages without video tracked time on page at 2.6x less than pages with video (article here). Interestingly enough, we find that pages on our website that contain video also track longer visit times. Coincidence? We think not!

Digital Marketing & Video

As a digital marketer, we recommend using video in your social media marketing efforts. If your content marketing strategy doesn’t include social media, you’re missing something. More importantly is the engagement of video on social media.

By adding video to posts, you’re also improving your engagement. Link building is typically related having links from outside websites that bring visitors to your site (and a little the other way as well), but social media is the easiest form.

Creating content, and more specifically video content is not as difficult as you might think. We work on YouTube projects regularly and use a program called Tube Buddy to determine topics and information people are looking for so we can provide content people want. If you want, you can click the link and subscribe to it (by the way, this is an affiliate link).

Whether you’re run a product or service business, providing content and information your prospective customers need and want is directly related to the success of being found online. Search traffic is one area that creating video content can help any business improve their results.

We also hear clients tell us that they don’t know what topics to create content around, such as blog topics, etc. They say they’ve created tons of content already and don’t want to repeat what they have. We think this is a mistake. When blog content repeats (with a different angle), it tells search engines that this website is more about this topic than any other…making the site an expert in the topic.

We have several case studies on our website where clients created videos for a specific purpose, brought viewers to a specific landing page, and converted them to a full-blown lead. Converting a prospect to a sale is a salespersons job. Marketing and video marketing improve the likelihood of converting to a lead and then to a sale, thus affecting the business’s bottom line.

If you need ideas on how to create content, we’ve created a blog post about it so you can create hundreds of topics. Remember to create a mix of written (text) and video (visual) posts so you can analyze which is more impactful for your visitors and which ones perform well. If you find two of 30 posts do very well, do more about those two topics. It will help your ranking. Besides, its’ what your visitors are looking for.

Need help? Give us a call!