Smart websites are seeing the value in having video content. It’s the most cost effective way to heighten your brand awareness, bring traffic to your site and convert visits into sales. But there is something you should consider very carefully before agreeing to have a video produced for your website. A video produced to be viewed on TV or desktop computer screen will look very different on a smartphone which may have less than 20% of the visual real estate of the larger screens. More than half of Youtube videos are viewed on iPhones and the like so you can see the necessity for producing videos keeping small screens in mind. Creating a video for a mobile audience can present some unique challenges but nothing that can’t be overcome with a proper game plan. It’s estimated that by 2019 80% of all of global internet traffic will be video so the time is now to start your video planning. Your aim is to create content that people are actually looking for and when they find it they want to engage with it. This is where tutorial type videos work well where you give a solution to a problem putting forward your product as the answer to their prayers. Another vital element is to keep it short. People on the go, in transit are often strapped for time. A long video will lose them before they even press play. Remember the data costs start racking up the longer the video runs. If your message can’t be fully explained in a short video, consider making a series of videos. Have a playlist so viewers can go to the exact video that will help solve their problem. i.e. How to mount TV wall brackets. How to assemble the projector screen etc. Even though smartphone screen sizes are growing – they are still way smaller than desktop and laptop screens so consider that when setting up what you want to shoot on camera. Detail will be lost in wide shots so concentrate on mid shots and closeups of your product or service. Keep graphics to a minimum and make them as bold as possible. Audio is also an issue for two reasons. 1.The sound quality needs to be good – listening environments, like on a train, or in a shopping mall, can be very noisy. So clean, crisp high quality audio is vital. 2.Often mobile users will watch a video with the audio turned off altogether (while sitting in a doctor’s waiting rooms or in a theatre waiting for the movie to begin etc.) In this case the pictures alone have to tell the story. Your call to action and key marketing messages need to be in text form (as well as audio). When you finally produce a video don’t make the final judgement while viewing it on a 27” monitor alone . View it on a smartphone as well, so you can see if it gets your message across on the small screen. If you have trouble […]
Any business to be successful has to keep a close watch on expenditure. One area of ongoing cost is training, with a regular turnover of staff new inductees have to be brought up to speed on how your company operates. In-house training can be a costly but necessary exercise. Personalised training is expensive and takes a valued employee out of the loop. The alternative in the past has been a training manual, a cold and impersonal way to deliver your company credo. Enter The Training Video Training videos are becoming increasingly popular and very cost effective. Here are some of the reasons It reduces costs. Employees can access the training video at anytime and where ever they are. Eliminating the need for a venue for training. Employees learn at different speeds, a video allows them to set their own pace and revise the video at will. A videos message is constant your training message won’t vary over time. Most people are visual learners – a video can demonstrate exactly how you want a procedure or process to happen. Videos can be entertaining while they educate, ensuring employees stay interested. The realities of life are your staff already spend a lot of time online, often watching videos. There are hard wired to accept and digest visual information. Placing their training online, on video is a logical step. Wouldn’t it be nice to be able to forget about the training process, of taking key personnel out of the system? The same personnel who’ll be continually interrupted by the “newbie” asking “how do I do an EFPOS refund again?” Instead it’s “let’s go to the videotape.” With video training you can feed new and upgraded or more advanced training into the system with a minimum of disruption. And to spice up your tutorials you can dress them up with music, animations and re-enactments. You’re likely to get staff making suggestions of how to make the videos even better. Bear in mind most of the people you’ll be employing from now on only know the digital age. They have no knowledge of life before the internet. They expect to get the bulk of their information from a screen. They’re comfortable with it and the readily accept it. On all fronts video training is the way to go, and if it reduces your costs , makes your staff happy and more efficient what are you waiting for?
Consumers have never been in stronger position when buying. The internet has put them in touch with everything they need to know to make the right decision and more and more they’re turning to video. As a business owner are you prepared for the new age consumer? So you’ve decided you need video on your web page. Even before approaching a production company to make it you should be very clear in your mind what you want the video to achieve. The better equipped you are the more likely you are to end up with the result you want. It’s important to realise that while the video will be about you and your company, its’ principle aim is for the benefit of prospective clients. Too much about you and your business history will drive them away. They’re seeking solutions to a problem. Give them the answer and they’ll do business with you. Waste their time and they’ll be off to your competitors website at the click of a mouse button. The Internet has given the consumer ultimate power. They can take a look at what’s on offer, carry out research, find the best price and make considered choices, without leaving their computer or mobile device. That’s why making a powerful and effective website video is even more vital. To help you do this we have compiled a corporate video checklist. What is your objective? What do you want the video to do to improve your business? What is your target audience? For example, existing customers, or prospective customers who don’t know what you have to offer, a certain age group or socio-economic group? What is your message? Define your message and get to the point as quickly as possible. No matter how good your product is, if you muddle the message they’ll tune out. You have eight seconds to make an impact. Remember, seeing is believing. Better to demonstrate your product or service than spend a lot of time just talking about it. What is your budget? Once you decide how much you’re going to spend your video production company can tell you what is and isn’t possible with the money available. A video can be tailor made to suit your financial requirements. What are the key points? List the key points you want to make in the video, bearing in mind it’s about the audience, not you, address their problems and how you can fix them. Remember this is not a TV commercial, this is a corporate video. You’re telling a story that must have three principal components. a. A compelling opening to grab their attention. b. A powerful middle section that connects them emotionally, where you offer solutions to their problem and detail your product or service. (Keep the facts and figures to a minimum). And c. A strong ending . Personalise the video with a message conveying your belief in your product and your passion for what you do. Then finally wrap in up with a strong Call to action. What may very well be your biggest selling point is you. Don’t be afraid to show your emotion […]
A huge win for small business. At last a level playing field. When it comes to taking on the big guys, trying to match their advertising budget dollar for dollar, has been a lost cause. Even an advertising budget of $250,000 (a sizeable outlay for a small to medium business) pales into insignificance up against the big players, Harvey Norman, Bunnings, Wesfarmers, Woolworths. No matter how well-organised, your TV campaign will be lost in the “noise” of the big boys’ campaigns. You just can’t compete with the volume buyers who can run huge marketing strategies through TV’s highest rating programs. If you want to see what your up against try these on for size. In 2014 Wesfarmers – Coles spent $237 million on advertising, Woolworths, $177 million, Harvey Norman $141 million and you be thrilled to hear your taxpayer dollars pushed the federal government into third place with a $159 million dollar spend. That money went across all forms of media – the massive majority being spent on television. But even the big players are losing traction. How many of those ads did you see? Or are you like me who time shifts? I’ll record the programs I like, and watch them later, fast-forwarding through the ads. All those revenue dollars wasted. The Times Are A Changin’ The big growth area in generating new and repeat business is online inbound marketing, prospective customers being attracted to your website to see what you have to offer. A typical inbound marketing strategy may include content creation and distribution, via blogging, social media and email marketing, in order to generate, nurture, and close leads. It will definitely include video. Read more at B2C. The trick is how do you begin to attract visitors to your website? And this is where the small player is finally on a level playing field with the multi nationals. There are many things you can do to attract eyes to your website but the one I want to talk about here is video Video is the key, irrefutable element. Good video content can generate traffic to your door. I’m not talking about just any old video here. It has to be high quality, targeted, delivering your message in the clearest, simplest and most entertaining manner. As well as being the best way to “sell” your product or service, video will get you a higher ranking on Google, get viewers to spend more time on your site and build brand awareness for your product. The question quickly arises “that all sounds very good, but what is it going to cost? I don’t have a lot of money to spend on a video.” Well, here’s the good news, The Video Professionals aren’t coy about talking price. We can’t put a set figure on a video as there are too many variables, but if we give you a ballpark of $2500 to $5000 are we speaking your language? For that sort of money you not only get a video for your website, you can put it on social media, in emails, news letters and you can also use it for presentations. All that for […]
After my career in television ended I had to look for work. Over the years as well as my news reading and journalistic duties I was often called on to MC events around town. It was a case of them coming to me through the filter of the TV channel, but when that partnership ceased I was on my own and had to generate my own income stream. Part of that was to set up a website Good Innings Media outlining what I was able to offer and a point of contact. It became apparent that although I had done literally hundreds of MC and hosting roles I had little evidence to show for it. So began a long task of approaching people and organisations that I had worked for over the years and ask for testimonials. Most of those I approached were very generous in providing testimonials and for them I am very grateful. Now, whenever I do a job I ask straight away for a testimonial, if they are happy with my performance. So far no one has turned me down. A list of their comments is on the Good Innings Media website. The power of testimonials cannot be over sold. You can have the best product and the best staff, the best advertising campaign, the best website, but without satisfied customers singing your praises your business will not fulfil its’ potential. All businesses rely heavily on word of mouth, and that’s effectively what a testimonial is, and the brilliant thing is it costs nothing. All you have to do is ask. I don’t know about you but when I’m looking at something on line with a view to buying it I’ll go straight to the customer reviews. If they come up largely negative the warning bells start ringing and I’ll look elsewhere. In January 2014, WebDAM reported that customer testimonials beat all other types of content marketing in effectiveness. Now, a review isn’t quite a testimonial but it is feedback and social proof – the things we all need to make a considered decision. Written testimonials are all well and good, and very effective. But if you want the icing on the cake get video testimonials, where prospective customers can see and hear how happy the client is. A video customer testimonial brings life and authenticity to your product or service in a way that quotes in written form just can’t compete with. Hearing a satisfied customer talking about their personal experience with your business not only leaves a great impression on prospective customers, but also builds trust by backing up the claims you make about your business. Once again, video appeals to all our senses and is the most effective way of getting a message across. All the evidence suggests that visitors will spend far longer on your site if you have video than if they have to read text alone. So what if you get a negative testimonial? Research shows that showing negative comments can actually work in your favour. Nothing but positive reviews can suggest […]
Why is video so powerful as a sales tool? Because you can show prospective customers how your product will enhance their life without them having to leave their computer or mobile phone screen. Without any sales pressure they can see just how good your product or service is. Video is as close as you can get to a face to face conversation on your website. Done well, a video will build your credibility and boost brand awareness for your business. The average time spent on a webpage is just eight seconds. A Website with video will keep people watching on average, for two minutes, and that’s plenty of time to get your message across with a professional, high quality production. Using video on a landing page can increase the conversion rate by 80% And a huge plus, 92% of mobile users share video with others. That means your prospective customers are not only visiting your site but also passing on your videos to others, if they like what they see. That is effectively an endorsement, and a recommendation of that kind is gold. Video is the language of anyone under 35 and that’s why YouTube is growing faster than Google. By 2017, video will account for 74 % of all consumers Internet traffic (Syndacast). Effectively, many people use YouTube as their sole search engine. That means a website without video will go undetected. It’s like you don’t exist for a rapidly growing section of the population. Back to Google. Let’s consider two websites identical in all ways except one has video. The site with video is 53 times more likely to rank on page one of Google than the text only site. Whichever way you cut it video works. We’re all living in the video generation – learn to speak the language and reap the rewards. Video is the most effective marketing tool. For the price of one production you get a video you can use on your landing page, on your social media page, for your email mail out and newsletters and a video you can use in presentations. Name one other form of marketing that is so versatile and cost effective? Still need convincing? 52% of marketing professionals worldwide name video as the type of content with best ROI (Return on Investment). 64% of consumers are more likely to buy a product after watching a video about it. 69% of smartphone users say videos are a perfect solution for smartphone viewing as they offer a quick way for consumers to grasp an overview of a product. Using the word “Video” in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribe rates by 26%. I can go on with a sea of statistics about the power of video but I think you get the message. Websites without video are rapidly falling behind those that have it already. But it’s not too late The Video Professionals can develop and produce a high quality video for you website that will put you ahead of the game. Let’s have […]