Archive for category Video Marketing
A Video, of course! There aren’t many serious businesses these days that don’t have a website, but not even half of all websites contain video. If you have been following social media trends, I’m sure you are aware that having video on your website makes it 52 times more likely to show up on the first page of Google search results. That puts you well ahead of many of your competitors. But here’s another interesting tidbit: websites without video experience a bounce rate* of 87%, and the average time spent on the site without video is only 42 seconds! On the other hand, users who visit websites with video spend an average of 5 minutes and 50 seconds… that’s a huge difference!
Just think about what people could do on your site during those extra 5 minutes: purchase your product or service, make a donation, or sign up on your email or social media lists. You have to admit, there are a lot more possibilities to engage them.
That being said, you should get a video clip on your website TODAY! And, I have an easy way for you to do it, even if you have no camera, or editing software, or a budget to have a video produced. All you need is a basic point and shoot camera and a couple hours. I recently visited a restaurant in Northern Utah, Bella’s, owned by a high school classmate of mine, Joe Cottam. I enjoyed the food, atmosphere and service so much, I snapped a few pictures, recorded 12 seconds of video and created this video using a free online video creation tool called Animoto:
Note, there are only 7 pictures and 3 video clips (of only 3 seconds long). All I did was upload the pics and video clips to Animoto, choose some music from their library, and using my free account, I created this 30 second video highlighting the fresh Mexican food experience I had at Bella’s.
Try it out and you can have video on your website today! Need help getting started? Contact me!
*people who go to the homepage and leave without taking any other action.
I’ve said it before and I’ll say it again, your videos should look and sound as good as possible… but CONTENT is key. If you don’t have a great story to tell and engage your audience with, you don’t have a good video, let alone a video that may go viral.
This may seem like a no brainer, but we’ve worked with many organizations who seemed to have a skewed idea for what is going to make their video pop. There are several pitfalls businesses and nonprofits make when producing their videos, here’s a list of practical tips to keep you from making them as well:
Tip #1: Don’t let politics dictate your video!
Many organizations (and nonprofits seem to be especially susceptible to this) write their video based on who they are going to put in it, rather than thinking of good content – a heartfelt story, motivating statistics, exciting testimonials, etc. Companies are letting the politics of who to include in the video dictate the content. Generally these companies get into post-production (editing) and realize their video lacks the emotional impact they could have achieved to promote their cause, product or services. Write your video script to tell a good story, then invite the key players who can tell the story best.
Tip #2: If you can’t write a good story, hire a professional
Businesses and nonprofits often stumble into the pitfall of writing their own script, then handing it to a professional to shoot and edit. However, unless you are a marketing or business communications expert with experience in writing for video, you will most likely end up with content that is lacking in clarity and emotional impact. Businesses sometimes choose this route to save money, yet I’ve seen more companies end up re-shooting parts of their video because of this, and shooting is considerably more expensive than hiring a writer.
Most video production companies have vast experience in writing great scripts, as well as producing and editing your video. It’s important to find a production professional that shares a connection to your services or products, yet is less involved in your company’s operations to provide more objectivity, and find meaningful ways to connect with your target audience.
This video was created to help motivate viewers to sign a petition to change California Sexual Predators law. Over 8500 viewers watched the clip and Chelsea's law was signed by the Governor, Sept. 2010.
Tip #3: Don’t create a “one-size-fits-all” video
Businesses and nonprofits often try to maximize their videos by creating them for multiple purposes and varying audiences. For example, a nonprofit may want to create a single video that will educate their clientele about a particular issue, motivate donors at an annual gala dinner, and serve as an orientation video to volunteers. This doesn’t typically work as each target audience will connect differently to each type of video. Before writing your video, you should decide on your target audience and message, if this means you create multiple videos for multiple audiences, then so be it. Your videos will be much more impactful that way, and you’ll also have more video content to enhance your companies website.
And one more thing… Keep it short and sweet
ComScore reports that the average online video is 4.1 minutes, while most viewers watch videos 2-3 minutes long. This means to keep your audience engaged, you need to produce a video with a compelling story in less than 3 minutes.
At Sun & Moon Vision Productions, we provide full production services (including script writing), but also varying levels of support and consultation for companies/nonprofits looking to self produce. Contact us, we’ll provide a free consultation for your next video production.
Online Video is a tool to help you make money, and save money too! By now, most of you are probably aware that if you aren’t using video to promote your company’s services or productions online, you’re missing a golden opportunity. After all, your website has a 52x greater chance of being found if it contains video… and your clients can’t buy your services or products if they can’t find you online. Once they find your website, having video increases the chance that they will stay on your web pages longer. Studies show that web surfers stay on websites with videos for an average of 6 min., while those without only 57 seconds – that’s a significant amount of time folks! So of course, a promotional video can make you money, but what types of online videos save you money?
I work with business – large and small, nonprofits, schools and universities that use videos in many ways, here’s a list of some of the most notable uses of video that will save you money:
If you don’t have regular communications with your employees, you are probably experiencing some human resource difficulties. Many of the clients I work with have a difficult time scheduling an “all staff” meeting without disrupting services or sales time with their clients. A great way to have regular communications with your staff, without the hassle of scheduling, is to record a 3-5 minute video on a regular basis (weekly, bi-weekly or monthly) and post to an employees only page on your website or blog. Be sure to post somewhere that you can allow comments or questions to be added by the employees and don’t forget to answer them in the next communication.
Using video in this way can be a creative and fun way to communicate to your employees or even between employee groups, and can enable your company to save money since employees won’t have to attend another time consuming meeting, and employees who work in the field or at an alternate location won’t be charging mileage for driving to the meeting. (Not to mention the liability companies incur when they have employees driving between locations!)
Every organization has mandatory trainings they provide for each employee or volunteer, but it’s not always convenient to schedule a facilitated training each time a new member gets added to the team, or an employee/volunteer requires one. I’ve worked with many large and small companies who have either recorded a live training on video or created a professionally produced training video, then posted to a video library where the files can be watched as needed and when convenient for employees.
Again, offering a video library full of the trainings needed for employees saves money by decreasing the amount of people needed for a training (at the very least a facilitator and an employee), saves time for employees (which is money), and guarantees your trainings always contain the messages your employees need to hear to keep the work place safe, free of harassment, and to ensure that they are knowledgeable at their jobs.
How to Videos
Creating “how to” videos is a great way to both make money and save money too. Having your customers and clients (or potential ones) watch videos about how to best use your products or services is a wonderful way to show off your offerings (which may make you a sell) and can keep customers and clients from calling you with questions about using your product or accessing your service – saving you money. Some of the best “how to” videos are actually created by your existing clients/customers bringing you a free source of acquiring the video, a great testimonial, and access to all of the contacts and friends they send the video link to.
These online videos are only a few of the many that can help drive revenue and/or save you money, and you can create them economically – an important feature in today’s market. Let me know if we can help you.
Five years ago, the first video was posted on YouTube. A year later, in 2006, YouTube reported that 65,000 videos were uploaded daily. In January 2009, 15 hours of video were uploaded to YouTube every minute. According to Mashable that’s the equivalent of Hollywood releasing over 86,000 new full-length movies into theaters each week!
What does this mean to your group, business or organization? Video is 52 times more likely to show up on the first page of Google search results, which is where you want your audience to find you. The rising trend of uploading video illustrates that more and more people are looking toward video for more interesting communications.
Through video we receive a combined stimulation of the visual and auditory senses that creates an emotional response that can’t be accomplished by a website or in a blog post, tweet or facebook message alone. However, simply uploading a video to YouTube in hopes that people will search and find it inside of the site won’t work. The video needs to be part of your overall strategy for social media marketing and embedded in your website, and posted on your Twitter, Facebook, LinkedIn and other social media accounts.
I have had the opportunity to consult with many businesses and nonprofits about effectively using video for their promotions, and the one piece of advice I always share is: don’t use video to tell viewers something, use video to show viewers something. If what you are offering isn’t showable, don’t create a video or find a way to visually illustrate your message, like in this YouTube video Social Media Revolution that has generated over 1 million views.
Also, don’t post a video just to have a video up on YouTube; the concept and content must be inspirational, educational and/or entertaining or you’ll just look desperate.
After you’ve posted your video and disseminated to all of your social network contacts, ask them to share it and make sure you reply to the comments that people post to the video. After all, the goals for social media marketing are to build community, connect with your audience, build collaborations and stimulate conversation so don’t let the conversation end with you. When you are ready to create your next video, make sure to answer the questions generated by your first video.
Are you using video as part of your social media marketing strategy? If so, share it with us here.
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