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Key Marketing Videos for Sales Funnel

saleswoman, business terms

Marketing Videos for Sales

Marketing drives sales. Sales drives the rest of the business. But how do you use marketing videos for sales funnels and enhance your sales process? This post will share how you can create videos for the entire sales funnel and which videos will become the most important for your business.

Most marketing includes several components to maximize the dollar spend. Marketing can often include several touch points based on the target market, potential customers, what types and where products are sold. We have all seen marketing in the form of print, digital, and several other forms, but all of it should depend on the marketing mix and marketing funnel being used. It won’t come to a surprise to anyone that we would recommend using video in every step of your sales process.

A lot of people think video should be used at the top of the funnel…during the phase often described as the interest or discovery portion of the sales process. We believe it should be used as a tool along the sales process to maximize the relationship and court the prospect until the sale (and even afterward).

According to Vidyard there are general rules of thumb when it comes to where to place video content. They share that only 15% of your video content should be targeted to prospects and drawing them closer to the sale. The concept is that you should be targeting your customers according to their needs and wants, therefore, if you’re strategic in selecting where you’re placing the ad, you’ll find much better results. Less is better here (in terms of quantity of videos).

What is Top of Funnel Content?

Bringing in prospects can be tricky, but placing video topics that are broad in nature, that have a more mass attraction can attract the right client. At this stage, it’s important for the tone to be more authentic in nature and isn’t too sales focused. It should come across as informative and helpful, with you as the solution. Some ideas might include:

  • Frequently Asked Questions/How-To Content – Show off your knowledge and answer requests from your network to attract clients like who you work with now. If you’re receiving a large volume of questions that are common every time you start working with a client, this might be a strong video topic. Placing this on your website, social media, YouTube channel, etc. will help you attract those who want to speak with someone who solves their problem.
  • Webinar Content – If you conduct webinars, consider recording them and sharing them online. It not only shares your knowledge, but also illustrates your ability to answer questions and solve problems.
  • Interviews/Speaking Engagements – If you or your leadership team has been interviewed or spoken publicly, capture that to maximize the value of their expertise. You can also stage “chats” or one-on-one interviews to create the perfect content.

Above is an example of a Frequently Asked Question Video.

Marketing Videos for Sales Funnels: Evaluation Stage

When prospects get past the initial exploration stage and start to dig a little deeper into who you are and what you do, it’s time to give them information that helps them take next steps. For example, at this stage you’ll need to begin sharing testimonials and case studies to help the prospect know what you do, how you helped other clients, and improve your odds of getting a call. If your business sells a product or service that needs to be shown to be understood, it might be time to show a demonstration, product, or service video. These can often be used in your social media marketing plan in any retargeting efforts. If you get a large volume of requests for more information during this phase, you’ll likely be getting an increase in sales because of it.

At this phase, you can also schedule one-on-one calls or meetings to discuss any additional questions they have. Prior to your meeting/call, consider sending them a personalized video via email that defines what your meeting will be about and what they can expect at the end of the meeting. If you haven’t been able to line up a meeting (or cannot), this is also the best time to introduce an email capture point. This is the point where you know they have interest and may want to learn more from you. Plus, if you’ve been able to track their video watch data leading to this point, you’ll have a good idea about who they are, what they need and how to continue to market to them. This will begin to feed into your marketing research that will ultimately feed into your marketing strategy.

Here’s an example of a fun Testimonial Video.

Marketing Videos for Bottom of Sales Funnel

This is the time to reinforce what they’ve learned so far and help them make the final step…a call to action. Obviously, you’ll want a call to action along the way, but there also comes a time that you must blatantly state, “This is the time you should buy.” Videos at this stage might include:

  • Campaign video – Nurture them to decide to choose you. Time it right and you’ll get the call/sale.
  • More Frequently Asked Questions videos are perfect at this point.
  • Follow Up Videos – You’ve had the call/meeting, you’ve done what you can, now you might consider a follow up video. Make it comical to keep it light-hearted and less serious. Less pressure on the prospect is usually better than a high-pressure message (contrary to what you might think).

Above is a video that reinforces what a company has done for others…a video that might be shared after an initial exploratory meeting.

Keep in mind, marketing is the process of getting prospects to notice you and ultimately act. If you have a well-defined marketing plan and institute a current version of the Ps of marketing, you can guide your prospect to a landing page and make a sale. Special note, you might think that product price affects your marketing mix, and it does…but it shouldn’t affect your ability to make the sale. Keep in mind, if your prospect knows what problem you solve, how you do it, and that others have been very happy with your results, you can sometimes charge a premium for your product or service. On the other hand, if they can’t understand or see that value, it will be tough to sell at a premium and product price will impact your ability to make the sale.

 

Related Posts: 

How to Generate Sales Leads with Video

Manufacturer Product Marketing Videos & Increased Sales

Best Restaurant Video Ideas

 

SOURCE: https://www.vidyard.com/blog/create-video-marketing-for-the-sales-funnel/
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How to Generate Sales Leads with Video

sales, handshake

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

Video as a Tool

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

Video as an Expense

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

How to Use Video to Generate Sales Leads

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

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

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

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

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

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

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Best Video Production Trends That Will Carry Into 2020

YouTube icon on iPad

Video has made a huge impact in the marketing world. In fact, video is oftentimes mentioned as one of the fastest growing categories in marketing. Many say that video is growing at an incredible rate and the number of hours being watch is astounding. We take issue with some of this. We take issue that video is growing so fast. We concede that video is growing rapidly, but we also believe companies like Netflix, YouTube, and Amazon are driving the viewership and hours watched. When it comes to productive business video and video marketing, the number of hours has increased, but we don’t believe it’s as quickly as the overall video world. There are several components that drive video interactivity, and that’s what business owners want. Getting people to watch the video is one thing, getting people to act is another. In this post, we’ll share with you the top 4 Video Trends that any business should be keenly aware of before 2020.

If you asked what some of the video trends would be two years ago, you would have heard stuff like 3D video or 360-degree video or Virtual Reality video. All those types of videos have a place, but they certainly weren’t the trend for the year 2018, 2019, and probably won’t be for 2020. If you want to be on the cutting edge of trends related to video, you can get very experimental, but it’ll be tough to get a high (or mediocre) return on that investment. That starts by understanding what is important when measuring ROI. Is it search results on any one of the search engines? Or is it calls or orders? Whether the business is a product or service business, it doesn’t matter…video content can help. By varying the marketing campaign slightly, one can get slightly different results. The key is to have some online video because there is online activity happening 24 hours a day.

Marketing agencies will push you to build the brand according to the marketing strategy…and this is critical and why stuff like 3D video or 360-degree video is just hype and cool stuff…but not necessarily for you. That type of video typically needs a lot of planning, a larger budget and more time to get the perfect video. The issue at hand is on the consumption side of the equation. How do people view a 3D video if they don’t have a 3D television? Or how does one view a Virtual Reality video if they don’t have the headset? That’s why we don’t think it’s the right tool for most businesses.

The reality is people are using all kinds of methods to access answers to their questions, including voice search and artificial intelligence. Most digital marketing agencies will tell you that you must have all the bases covered by having digital pieces that support stuff like voice search and the like. For a small business, a medium sized business or a large business, it’s tough to know how to exactly create brand awareness or to have a budget for stuff you don’t know will be worth the investment until much later. More so, even the largest of companies that invest in these types of videos are finding that it’s tough to measure whether it’s worth the work and the investment. Typically, they’ll use one of those videos to get some chatter or shares online. Does that convert to new sales? Probably not.

What are the best video trends to follow for success?

With the above in mind, what are the marketing trends and the video trends that will provide the best results to the most amount of businesses? Here’s our list:

Explainer Videos. This may seem to be elementary and unexpected when talking about trends, the explainer video does several things for the business. It provides transparency for the viewer that helps them feel a level of comfort to take action. Businesses that provide a level of frankness in their messaging can provide a disarming feeling and a sense of integrity. For example, in this video below, the viewer gets a sense that the company can deliver what it promises with it’s Primula cold brew coffee carafe. Want one after you’ve watched this video? Click the link!

 

Bite-Sized Videos. Our potential clients typically ask us how long their video should be and then blurt out that they think it should be short. While that may be the case, it’s not always the case. Sometimes longer videos are better. For example, a long video might be helpful when its answering a question, explaining something complex, or providing better insights into who or what something is. Think of these types of videos as a silent level of customer service. But, shorter video can be highly effective when used appropriately. We find shorter videos are more productive when used in marketing materials and social media. No one wants to watch a long video that sells to the viewer; therefore, keep a sales message video a little shorter than you think. Below, this video is shorter (relatively speaking) but allows the viewer enough time to understand how and what the product is and does.

 

Product Videos. Product videos will most likely never go out of style. These videos help the viewer understand what the product does and how it solves a problem without having to purchase it. Once the viewer understands, they can make a will informed decision to purchase it. We’ve heard from many sources (such as from Impact Learning Center & HubSpot’s Importance of Product Videos for E-Commerce, and there’s more) that video increases product conversion to sales by an incredible amount. This happens because of the educational and informational way that product videos will present the product.

Story Videos/TV Style Videos. This type of video is one that feels like a television show and not a sales tool. For business, the three videos above are important, but they also are very promotional in nature. That can be good and can create results, but sometimes at the cost of irritating the viewer because they must sit through the promotional nature of the video. A trend we’re noticing with our clients is the acceptance of slightly longer videos that tell a story. For example, the video below shows the viewer what is about to happen and the challenges they may face. It provides a little conflict to the story. Then, we do a mid-point check in. This allows the viewer to see the project complexity and the challenges first hand. Ever wonder what your contractor would be doing during your project? This gives a glimpse into the construction world and what a high-quality construction contractor would be doing. Finally, the reveal. Here’s what the contractor did to complete project and how the project turned out. Obviously, the concept showed how the complexity was overcome by the competent team. This company was able to boast and show how they completed a difficult task. Who would you call after viewing this if you were a restaurant?

 

Another example of this type of video is the ChairSpeaker video. This video shows (in a slightly comical and relatable way) how those who have lost their hearing often times feel left out of conversations when they try to watch television with a headset that helps them hear. The ChairSpeaker solves this problem by providing a product that helps the hearing impaired stay engaged in conversation while still being able to watch and listen to television (just like everyone else).

 

SEO Videos. SEO videos are used to help improve search engine optimization while answering questions the viewer wants to know. These videos are typically topical in nature and typically answer a question that someone has typed into Google or Bing. For example, this attorney answers why Uninsured Motorist insurance is important to anyone who owns a car and drives on the roadway. The purpose of the video is to answer the question and to serve as an indicator to Google what their website is all about. We also might recommend doing some additional live videos with a mobile phone and answering questions with viewers on Facebook or YouTube. This serves the same purpose, only on those social media sites. Google and the like love content. Anytime a business website can provide more content it gets rewarded.

While this may sound like a boring list and one that doesn’t include the coolest, latest and greatest technology, it does include video options that will create a return on your investment (if used properly). One of the biggest changes we are seeing in the industry is the use of videos that feel like a television show and not a sales tool. This is nothing new, but we’re seeing it used more and more… and we think that’s a good thing. It requires a little more flexibility and planning, but if done correctly, it can provide the viewer with an experience that is much different than the typical sales piece. We will always go back to the point of how it is used. One of the ways we recommend using that type of video is prior to the call. Let the prospect find the video and understand who you are in a different light; thus connecting with your purpose and style before the call. This goes a long way to create an emotional bond prior to making the phone call.

If you have any questions or would like to discuss some possible video ideas for you and your business, give us a call or drop us a line via our contact us form. We’d love to find a creative way to make your business stand out from your competitors and get more business!

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How to Convert Shoppers to Buyers Using Video

ChairSpeaker image

In this article, we’ll discuss how you might convert shoppers from , “I’m just looking” to “I’ll buy it!” We’ll talk about whether video does convert shoppers to higher sales or not, types of videos you might consider creating for products, and some of the strategies you might want to consider before starting. (An approximately 6 minute read)

Imagine you’re selling your product or service on your website. The visitor wants to buy, but instead decides to abandon the cart, leaving you without a sale. Why did they abandon the sale and what could have converted them to buy? These are questions every marketer will ponder at one time or another. There are several factors that can convert a shopper into a buyer, and one of which may be video.

Convert Shoppers to Buyers

Several of our clients have told us that the conversion rate of products they are selling on their website or on other retailing sites (like Amazon.com, etc.) have a significant increase in sales if the product listing includes a video. They have also shared with us that when an online video is watched at the point of potential purchase, the odds of a sale increase dramatically. They tell us that visitors who watch product videos are more educated and better informed about the product so they can be a more informed buyer.

If you sell products, you might wonder what type of video will help increase your odds of a buy at the point of purchase. Let’s discuss a few video options that may be useful in increasing conversion rates. These types of video can work if used by a small business or big business, and anything in between.

  • How It’s Made. People want to know how something is made, and more importantly, they love to watch it happen. How many times have you been intrigued by a video illustrating the manufacturing process?
  • Durability Test Video. This type of video shows the consumer how well a product will stand up to abuse over time. This might be a good one to place on your product page to increase purchases, particularly with those buyers who are concerned about whether the product is sturdy enough for them.
  • Location Tour. This type of video will incorporate the product in a space that it would be expected to be found. For example, a door manufacturing company like Dayoris Doors might want to create a video that shows design elements that fit into a specific type of room. By showing the fashionable side of the product, buyers are more likely to make a high-end purchase.
  • How to. Some products simply need some instruction. Whether it’s a how to assemble, how to use, or how to wash/maintain/store…the list goes on. These types of videos can apply to single products, multiple products, or entire product lines.
  • Competing Products. If you ever want to show how one product compares to another, this might be a good way to do it. Just make sure you’re following the legal protocol before you make too many claims.
  • The Reveal. Some products warrant a reveal video…like technology products or fashion products. Imagine your business fans wanting to know more about an upcoming product line that you’re about to release. Now might be a good time to create and post a Reveal Video.

Whichever video you choose, make sure people are watching a video that you have created and tells the viewer what you want them to learn and know. Video Marketing is a powerful tool to use when moving product, and many business owners have told us that they’ve been happy with the effects of video on product sales.

Once you’ve identified what type of video you’d like to create, you might want to consider the video strategy you want to use to convert visitors into buyers with your video. Video can potential buyers to paying buyers by using a few strategies.

You have seconds to get the viewer engaged and interested. Once they’ve passed that point, they will either finish the video or make a decision to leave it.

You want to make sure you’re in the crowd that keeps the viewer engaged. There are few things to consider when creating engaging video. First, how ‘salesy’ do you want your video to be? That was a trick question. If you’re looking to have engaging content, ‘salesy’ is not the way to go. People do not want to be sold to, they want to be educated and guided to the right decision (whether that’s to buy or decide not to buy). You might also be surprised that sales videos typically need to be short to get the point across and move on. BUT, an educational video might end up being longer and more engaging… these videos are typically longer than the traditional 30 seconds. They tend to last 2, 3, even 5 minutes (depending on how engaging it is). Longer videos also get shared more, leading to a reinforced brand and improved word-of-mouth marketing.

Here’s an example of a longer video that has a little more story to it.

Creating longer videos can be tricky, but we love to come up with some awesome content ideas that you’ll be able to share and have shared. Contact us if you’d like some ideas!

 

Related Articles:

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Manufacturer Product Videos & Increased Sales

Manufacturer Product Videos, image of manufacturing (milling cutters)

Manufacturer Product Videos

At Plum, we’ve shot and edited several Manufacturer Product Videos to help them market their products to retailers and end users. While most manufacturers use a wide range of techniques to market and sell their products, only a few use video as a driver for business.

We believe in creating high quality video that tells a story about the manufacturing process and the benefits of the finished product. For the purpose of this blog, we’re sharing a few ways a manufacturer should be using video to show what their product is, how it’s produced, and how it’s used.

Process Video. This type of video is created to illustrate the full production and manufacturing process is completed. Usually this means showing manufacturing from start to finish and how the product is put together. This is also where you’d highlight that your products are made in the USA or illustrate how the production line works together to create a high quality product.

We recommend this video be approximately 90-seconds in length to ensure you show all the important qualities of your process and product. Keep in mind, the best marketing campaign videos tend to be shorter in nature, yet adequately inform the viewer.

Social Media. Manufacturing companies also need to feed their social media funnel. Plum will work with the marketing team, sales team, and management to ensure the messaging matches the appropriate branding components for consistency.

Most manufacturers don’t think of social media as a way to sell, but by selling to the end user about their unique selling proposition and the benefits of their product, manufacturers can pull sales through the distribution channel without relying on retailers or distributors. By using social media, manufacturers can create a strong first impression and increase engagement.

Hiring? Whether the company is just starting out or has been around for awhile, capturing and retaining the best employees is critical to its success. Whether the company finds new employees through email marketing or various hiring websites, it’s critical to craft the perfect message to the target audience. We recommend featuring a career video on the company’s career page that can differentiate you from other manufacturers.

Demos. If you’ve already shown the production process, the next step is to show how the product works. That’s where manufacturing marketing works best. We recommend creating a video marketing campaign that illustrates how the product works and the benefits it solves. We also recommend that it highlights the pain points that relate to the end user, even at a high level. By digging into the pain and costs of not purchasing the product, a video can help the buyer know whether the product is right for them.

If possible, when seeking any type of video production services, we recommend you ask to see how they’ve helped other manufacturers describe the most important pain points the buyer might face and show how each one is solved after purchase. This can be shown on a website, direct marketing, emailing, or trade shows. Here’s an interesting example of a demo video.

Video Reviews. Our clients have shared with us that there seems to be a point of differentiation when someone buys. When a product has a supporting video, they tell us that sales are greater than those products without video. On the other hand, when a product has a testimonial video, sales increase even more.

What they tell us is that video helps a buyer understand what a product is and how it works, but a testimonial will help a buyer know that someone was happy after their purchase and was comfortable sharing their experience with others via video. While we’d love to shoot that testimonial professionally, it can be just as powerful when shot by the customer him- or her-self on their phone or webcam. The results are positive either way… it’s just a matter of how professional the manufacturer wishes to appear. Below is a nice video review for a legal office…but same rules apply for any manufacturer.

Referral Requests. Many times it’s helpful to ask an existing client for a referral. Why not ask via video? As a manufacturer, you could shoot a short video asking an existing client for a referral. It might sound something like, “Hi there! You recently shared with us that you felt your purchase was a positive experience. Why not share that experience with others? We love referrals! In fact, great referrals are someone like…(describe who). If you can think of anyone who fits this description, would you mind emailing me their contact information? I can mention your name, or go without mentioning it, just let me know.” This is a simple, consistent message that can be sent out after every positive customer experience.

 

Related Posts:

Key Marketing Videos for Sales Funnel

How to Generate Sales Leads with Video

South Florida Manufacturers Association

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3 Surprising Elements of a Successful Business Video Project

image of video camera for business video

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

Must Have Elements in a Business Video

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

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

Less Critical Elements in a Corporate Video

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

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

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

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

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

 

Related Posts:

Benefits of Video In Business Marketing

What Should Be In A Business Video?

 

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6 Qualities To Look For In A Great Video Production Company

Qualities to Look for in a Video Production Company

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

Qualities to Look For When Deciding on a Video Production Agency

Professional Portfolio

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

Deadlines

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

The Creative

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

Testimonials

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

Expectations

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

BONUS: Passion about the Work!

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

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

 

 

 

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

searcy law interview image from video

Different Types of Video for Business

There are tons of ways one can use video for business to promote or explain a service. We’ve taken a little time to share with you the different types of video for any business. Yes, any business. Each type has a purpose, so before you just randomly decided to create a video, you should have a bit of a plan: How are you going to use it? Where will you place it? Why are you creating it? When will you need it? Who should be viewing it? …and why as a follow up to each of the previous questions. This will help you determine which video will be best for your brand. Let’s get started…

Expert Interview Video

If you have a thought leader or a brand expert in your midst, this type of video is the best type to pursue as quickly as possible. Having a thought leader is one thing. Promoting and showing how much he or she (or the team) knows about a particular topic does nothing but improve and build the brand. If your potential customers want experts, who will they call if they have listened to an interview with a thought leader in the field? Here’s an example of one of those types of videos:

Product Videos

Product videos are just that, videos about a product… but when creating a product video you want to do more than advertise or promote. Your goal should be to educate. Teach the viewer how the product works, why they might find it useful and finish it off with a call to action. The call to action can be more or less aggressive, depending on the product and your style, but there should always be some sort of call to action. Product videos are highly effective when they are educational and informative. They’ll also perform well when placed in the right location (think an end cap in a retail store or on a website landing page). Placement is a large part of how successful a video will be, so have a plan on where you’ll place your video before you shoot it. Remember, perfection is the enemy of success, so a plan is good to have but don’t let planning get in the way of knowing a adjustment will need to be made once it’s placed. Here’s a fun example of a product video that was placed on their website to trigger a sale.

Service Video

If you don’t sell a tangible product, the video you should consider is a service video. This type of video provides the viewer with a strong sense of what they’ll get for their dollar. More importantly, this type of video should instill a sense of trust and open the conversation to building a relationship. When prospects land on a website, they want to know who they’re dealing with and/or if they can trust them. We’ve all learned that its difficult to trust an organization/business, but we do trust people. One thing we’ve noticed is that with Jenn’s My Video 101 educational videos on her YouTube Channel, people feel like they know her and can trust her with their video knowledge. Here’s an example of one of her videos:

Social Media Videos

Most times when we get called to shoot and edit videos for a client, we are often asked if we can edit shorter social media videos. Absolutely…and we recommend it! If we’re creating a video for any client, we try to incorporate a social media version of any video we create because you’ll need it at some point. The purpose of a social media video is to increase the viewer’s curiosity and bring them to a website or landing page to do more. For example, we’ve seen product and service companies run social media video ads to bring the viewer to a landing page. The landing page may request the visitor to provide information (name, email, etc.) or make a purchase or a call. Whichever way they decide, the social media video will help fill the funnel. Here’s an example. (Notice this one is square and will be used on Instagram).

Corporate Branding Video

The branding video uses several features from other types of video. The branding video should capture the essence of what the company stands for, what the company does, who is in the company, and the story behind it. Overall, it should stand alone. A viewer will know exactly why the company exists and why they might want to contact them. This of this type of video as an About Us with some extras. A good example of a corporate branding video is this one from Amicon Construction. We think this is a solid branding video because it shows what they do and their attention to detail while incorporating their client testimonial. You might think that 4 minutes is a long video, but the feedback we hear is that people want to watch this to find out how the project ended.

Location Tour

What if your space look different than your competitors or you’re proud of the way your space looks? What if your space is tranquil or energetic? There is no better way to show that off than a video. A video will capture the essence of the space and invite the viewer in. We’ve seen several occasions that an office space (both indoor and outdoor) looked so nice that it made for a beautiful backdrop for an interview. Here is one example of such a space. In this one, we feature a dentist office that was constructed to make the parents and children comfortable when visiting the one doctor most people fear: The Dentist!

Testimonials

Imagine you’re looking for a great attorney. One who cares about how you feel after an incident. One that goes above and beyond to get you the care you need to get better. How do you tell a potential client/customer that you’re the best? You don’t. You don’t because the viewer will not believe you when YOU say it, but if an actual client says it for your (because that was their experience), the viewer will understand how a previous client was taken care of and feel that they will be taken care of too. Powerful. We believe this is the most underused video for the power it has. Awesome testimonials are more powerful than any other form of advertising. This is one every business should have.

There are so many other types of videos a company can have, but these tend to be the most popular. Stay tuned! We’ll share some other creative types of video that you might not have thought of in an upcoming post!

If you have any questions, please feel free to reach out to us. We’d be happy to answer any questions…no pressure, no expectations. We’d love to see your comment below on which video you think is the most important one!

 

Related Posts: 

How To Be A Disrupter in Your Industry – Killer Video

7 Benefits of Video In Business Marketing

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Top 5 Ways a Marketing Video Can Boost Your Business’s Promotions

Video Camera used at production

How Can a Marketing Video Boost Sales Results?

Marketing Video is here to stay. With video content accounting for more than 79% of consumer internet traffic (MWP, 2018), it’s safe to say that videos truly boost results and have become a game changer in online marketing. Text and photos are taking a backseat to videos, and there’s no sign that this trend will slow down.

Still need convincing? Below, 5 reasons every company should incorporate videos into their marketing strategy.

Boost SEO Optimization

No matter what business one is in, Search Engine Optimization (SEO) is critical to online marketing success. Products that rank well in search engines are bound to get more attention from potential customers, leading to better sales.

According to Martech Zone (2018), an explainer video can increase the likelihood of your product being on Google’s front page by a whopping 53 times!

To further sweeten the pot, retail product videos increase site visit lengths by an average of 2 minutes, a key parameter in search engine ranking algorithms.

Marketing Video = Brand Awareness

With more than 750,000 e-commerce platforms (Pipecandy, 2018) competing for brand awareness, you really need to stand out. Marketing video helps embed your brand identity in people’s minds. Watching a video is stimulating, which means people tend to remember more from a video than text. However, as a result, people expect more from a promo video, which means they tend to lose interest quickly too, challenging the creative abilities of the producers.

Highlight USPs with Your Marketing Video

There is a reason that 68% of top online retailers are now employing the use of video marketing, even though they sell a similar range of products (Magstore, 2018). Successful companies deliver a little something extra—and videos are the perfect way to highlight those differences.

Some are well-known for their loyalty programs, others for excellent customer service, and some for their breadth of product. The most effective way to convey these unique selling propositions to consumers is explainer videos to help a business in distinguishing itself from its competitors.

Increased Click Rate & Customer Conversion

The sole purpose of your website is to get boost views and increase conversion, right? Video content is increases conversion by up to 30% (Magstore, 2018)!

The video/audio combination is one of marketers’ not-so-secret weapons, allowing them to influence a viewer enough to initiate action, whether that be pick up the phone and call your or add an item to their cart. In fact, product videos increase the likelihood of sales by 85% (Magstore, 2018).

Another benefit of videos is that they keep a person on the webpage for longer periods of time. This gives them time to observe more of what else the page has to offer, which obviously includes other products, leading to better click rates.

Versatility

The best thing about video production: versatility! They are more of an art form than a simple marketing tool. It gives its producers complete freedom over how they want to approach their customers. They may go simple and just highlight the merits of their product. Or, if they are creative enough, they may incorporate a social angle that links to their product. Similarly, there are innumerable other options they could opt for.

Whether you’re in South Florida, Boca Raton, Fort Lauderdale, Delray Beach, or West Palm Beach, the bottom line is:

The future of marketing lies in video.

 

 

Sources:
https://martech.zone/digital-marketing-video/
https://blog.magestore.com/advantages-of-brand-awareness/
http://blog.pipecandy.com/e-commerce-companies-market-size/

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How to Prepare Your Office for a Video Shoot

prepare for video shoot

How To Prepare For Your Shoot

You’ve decided to create a short video (or a series of videos) to help your business improve it’s Search Engine Optimization (SEO). If you want to help your potential customers understand who you are, you’ll want to prepare for a great shoot. You should get lots of tips from your video production company (if you’ve hired one) on how to set up or prepare your office for the video shoot. If not, you may want to ask more questions of your video production company or find a new one. After all, it should be easy, not stressful to create your video.

So, what do you need to do? Here are some of the top steps to preparing your office for a video shoot:

  1. Get the Shoot Scheduled. Obvious, yes. But if it’s not scheduled, people can’t plan. Once it’s scheduled, communicate the shoot date to your team and make sure they’re ready. Make sure they know what’s happening and when it’s happening that day. You may not have this information, but it should be shared before the day of so everyone is ready and knowledgeable about what is happening.
  2. Prior to the Shoot Date. A day or two (or more, if needed) walk through the office with a different set of eyes. Look for opportunities to tidy up, clean up, and put away all the extra stuff you and your team have collected over the years that is unnecessary to the video. For example, take a look at this photo of an office prior to the shoot. If we had to take a few shots of someone working at their desk, what would look better? The before photo or the after photo? Remember, you want it to look like someone is there working regularly, but not like they’re a “pack rat” or “file piler.” You want to look organized and effective. Here’s a messy and a clean version of an office space: prepare for video shoot - messy deskprepare for video shoot - clean desk
  3. Do You Need Props? You might need some props or areas where you can show some client interaction or work shots. The video below shows B-Roll (secondary video) shots of employee interactions…notice it’s clean and visually appealing. Each area was selected prior to the shoot to ensure the best possible shots were incorporated into the video. One other thing to think about: if your office decorates for any holidays (Christmas, Thanksgiving, Halloween, Valentine’s Day, etc.) all the decorations need to be removed from the office or else you’ll look like you celebrate that holiday every day of the year in your video! Probably something you want to avoid.
  4. Looking Good? The other question we get a lot is what to wear on camera. That is a great question and we’ve answered it here in this blog post about What to Wear On Camera. The key is to look your best on camera and what you choose can make a difference. Solid, warm colors are best. Refrain from wearing black, white, or red; and refrain from wearing certain patterns that buzz on camera. If you’re going to wear jewelry, don’t wear dangling jewelry because it can make noise when you speak. Finally, bring options. Again, refer to our previous post if you want to learn more.
  5. Script Ready? Whether we create your script or you’re creating the script, it must be ready to go before the day of the shoot. We’ve pushed back shoots because clients weren’t prepared and the script didn’t align with the objective of the video. It’s critical to get a video production company who can get that script to you well enough in advance so you’re ready to perform it. We shoot to the script, so having this prepared will make your shoot go very smooth!

You may not have any questions after reading this, but if you do, feel free to pick up the phone and call us if you have any questions. We don’t mind if you’re not a client, we just want to make sure your shoot goes smoothly.

 

 

Related Posts & Articles:

How to Dress for a Video Shoot

How To Be Ready For Your Video Production Shoot Day

Prepare for Your Video Shoot