Why is Video Production effective for growing business?
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Video Marketing is the New Social Marketing
There is no doubt that video marketing together with social media marketing is gaining popularity with small businesses. The answer to this rise is simple: Many people would rather watch a piece of information or instructional video than read an article, no matter how short the article may be.
Many marketing research firms have verified that videos are 50 times more likely to get into an organic first page ranking than traditional web pages.
Video marketing can be very lucrative for small or medium-sized businesses because posting videos online almost costs nothing while making video production only needs a very small budget if any at all. Likewise, videos can stay online to infinity and beyond unless the website disappears. If a small business spends in making a video today, a year after, people can still view it.
Social Media Marketing Goes Well with Videos
Another reason video marketing is effective is that it creates almost 70 percent more conversions than any other content on a website or social media platform. 73 percent of adults are more likely to purchase or avail of service after watching a video.
Create a catchy or suitable title
Like a news headline, videos can attract traffic. A title should grab instant attention. When appropriate keywords are used in the title, you are most likely to show up on search engines when people search your topic.
Provide your product with a personality
Take time to think about what will keep your viewer glued to your video. What do you have that’s extremely valuable for them? What can you teach them? “How-to” videos are popular because not only are they successful from a marketing viewpoint but, they also offer valuable information to your viewer and highlight your position as an expert. The “personality” in your video may be the person talking about the product or the product itself talking about its success with other customers using an out-of-sight narrator.
Use the KISS formula
Use the simple KISS formula: Keep It Short and Simple. Average video length viewing should be 3 to 4 minutes tops. Anything longer than that and you may lose the attention span of the viewer. As a bonus make sure to add a text box to your video where you can display your URL or website address.
Video Production Can Have Branding Opportunities
For branding purposes, have your company logo displayed visibly on the left or right hand of the screen. In some cases, it can be flashed on and off either on the left or right-hand side on the bottom. It all depends on how you do it without distracting the viewer. Some great brand videos feature the company logo visibly in the background while featuring the product or when people pass by.
Go beyond YouTube
Make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and develop a captive audience. Also, post your video on YouTube or have your own YouTube channel for other video uploads later. Don’t forget to embed your video on your social media marketing platforms.
1. Improve your Google ranking Since buying YouTube in 2006, Google has prioritized video in their search rankings. Entire video thumbnails are now included in the results, giving you the opportunity to rank higher by producing quality clips. Just make sure to optimize your videos on YouTube for SEO by writing relevant titles and descriptions!
2. Explain your services It’s difficult to capture exactly what you do, and how you do it better than your competitors, in a single paragraph. Since your customers don’t want to trawl through pages of text to find out, corporate video is the best way to explain what your brand offers.
3. Increase your conversions Having a video in the background of your website’s landing page is one of the biggest design trends of 2016, and for good reason. Reports show that embedding a quality corporate video can increase conversions by up to 80%.
4. Build trust with your clients Corporate video allows clients to get a glimpse behind the scenes of your business. Unlike text based content, it introduces them to your brand, products and personnel in a personable manner. Ultimately, it helps to grow trust and confidence in your company.
5. Keep people on your site for longer As a business, you want to keep people on your website for as long as possible. After all, this not only increases the chance they’ll convert into a customer, but also improves your organic search ranking with Google. Luckily, people naturally spend longer on your site when they’re watching a video.
6. Give your customers what they want Video production has become a huge trend, and it’s not going to go away any time soon. In fact, reports indicate that watching videos will account for an incredible 82% of all online traffic by 2020.
7. Encourage shares on social media Engaging with customers on social media can be difficult if you’re not willing to pay for the privilege. For example, on Facebook only 3-4% of a business’s posts are being shown to their followers – unless they pay to sponsor them. Since video is the most shared type of post on social media, investing in video production means more people will see your content organically.
8. Educate your employees Corporate video is an excellent way to train employees. Since it provides both audio and visual stimulation, it helps your workers easily understand and retain the information. Plus, it can be distributed among your offices far easier than heavy training manuals.
9. Keep up with your competitors Statistics show that over half of businesses are now using video to engage their customers. With those numbers, it’s clear that if you aren’t interested in video production to get ahead, your competitors probably are.
10. Improve email marketing Email marketing is a fantastic way to grow leads, but it can be difficult to get clicks through to the actual website. However, using the word ‘video’ in your email subject line can improve your click through results by up to 65%.
For examples of how video production can be used to aid businesses growth, browse our recent projects. Or, for more information on how corporate video production can grow your business, contact CMEDIA today.
Characteristics of Effective Video
1. Character. Even more than a creatively designed website or carefully chosen logo, video showcases the character of your business. Is it relaxed or serious? Do you have a slapstick sense of humor, or are you dryly comical? Videos allow you to display yourself and your company in a way that can’t be shown using just text.
2. Creativity. Even though you can turn your website into a creative wonderland, videos give you the ability to merge media in a way that brings out the best of both creative mediums. While you’re speaking, you could show your logo and your website in the video. You could play music in the background. The music could be soft, or you could use some strong sounds to really make a statement. You could use sound effects and 3D graphics to really bring your videos to life. The possibilities are endless. Another thing to note, the more creative your videos are, the more your messages will stay with the viewers.
3. Connection. Nothing outside of a face-to-face meeting can build greater trust and connection than video. You could use video to showcase the faces and the behind-the-scenes workings of the business. People love to buy, and they hate to be sold, so the more connected your potential clients and customers feel to you and your company, the more comfortable they will be to utilize you and your product or services. You could also use video to start a dialogue, whether you’re asking your audience to join your mailing list or take a survey. Video allows you to be much more convincing than if you communicated using plain text alone.
4. Instruction. Most people are visual learners, and because of that, how-to videos are terrific. Including instruction in your videos not only allows you to give your audience clear and direct instructions, but also allows you to present yourself as an expert on the topic you’re talking about. This gives you an opportunity to educate your viewers, either about your business directly or on related products and services, allowing you to be the perfect subject matter expert.
5. Continuity. Instead of writing a series of articles or blogs, why not create a series of videos instead? As long as they’re fun, informative and somewhat brief, videos can attract a global following and create added interest in your business or brand. Although you can be fun and creative in your writings, nothing beats the personal touch and feel of a video.
Qualities of Video Production Agency
1. A Professional Portfolio
Before signing on with any agency, you should take a good look at their portfolio. Remember: quality is more important than quantity, so don’t count younger agencies out just yet.
From what you can see, is their work detailed? Easy to understand? Does it match the vibe of your own company? Does any of their work reflect the tone of the piece you’re looking for? If not, do you feel confident that yours is a direction they can handle, creatively?
These questions are important early on in the agency decision process not only because they teach you about the agency, but they also expose you to a variety of styles that will help you later when fleshing out your own project.
2. Convincing Client Testimonials
Client testimonials are an essential aspect of any video production agency website (agency marketers reading this, we’re looking at you!). Typically found on portfolio or about pages, testimonials should provide more information than just, “The video looked great.”
Some of our favorite client testimonials include numerical data (like this one from Kissmetrics) or heartwarming stories about the impact our video had on the client’s buyers. Either way, a shining testimonial is a surefire sign of credibility that you should look for before writing any agency a check.
It’s hard to know before a project starts whether it will be delivered on time, but there are always indicators of punctuality to look for before you get going. Does your contact at the agency reply within a reasonable amount of time, or do they suddenly disappear for several days without notice? When you call, does anyone pick up? How long did it take for you to go from filling out a form to getting a sales rep on the phone?
From a business perspective, it’s just a plain good idea to be as effective with time as possible to get the maximum value from every client (and prevent losing them in the middle of the buyer journey). If an agency isn’t respectful of your time, it may be time to cross them off the list.
4. Clear Expectations
Before we get started on any video, we have a debriefing session with our client about their goals, expectations and conceptual input on the piece. When we’re early in the buying stage, we provide valuable resources to help define the type of artwork, storyline, length options available. These help us coach our client through their expectations, as well as demonstrate how committed we are to ours.
Any video production company worth their salt should be able to provide you with a detailed timeline of how long it takes to complete a project, as well as warmth and patience as you work out the details of what you need.
5. High Standards
Standards are important in every stage of life, but especially in a professional setting. No matter why you’re in need of video content, one thing is for sure: it should be great.
There’s a whole lot to say about the price triangle and the benefits of paying more for a professional video, but no matter where you are on the spectrum you should be confident in the level of production you’re paying for. You can look for signs of an agency’s high standards by looking at their previous work, or even looking into the content they produce in-house. If a video production company is shooting their headshots in poor lighting with an iPhone, how good can their camerawork possibly be?
These days, there are too way many explainer video companies to count. In a market as saturated as this one, you start to see the same styles and formats over and over again. When we say to look out for creativity, what we mean is to look out for videos that don’t fit the explainer video norm.
To an outsider from the industry, trends or art styles may not be as noticeable. But we all know when something looks good, right? Use that judgment when picking a video production company to work with, and we’ll all be in for better video content across the web.
Our art director Jarman said it best: “The people that stick around are the ones that are really passionate about what they do.” In any creative industry, it takes a great deal of drive to continue to refine your craft. Animators, editors, video production experts: these people are driven by art, they require passion to keep their gears moving throughout the day.
It shouldn’t be too difficult to spot passion in an agency you’re looking to partner with. Do they seem genuinely interested in your project? Are they suggesting innovative ideas of how to tell your story? Do they have passion projects? Learning to notice these indicators will serve you in your decision-making process, and will ultimately provide you with a better piece of video.
LSI helped Rebecca’s Dream create a well designed and functional website. Our site reflects who we are and the great work we do. It’s easy to use, visually pleasing and modern. LSI has also assisted us with curated content for the website and social media along with newsletter design. They have been responsive, friendly, reliable, creative and supportive to our goals, mission and efforts as a non profit. I would highly recommend LSI.
Kathleen Illes, Executive Director | Rebecca's Dream
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