VIDEO BRIEFS Here’s an idea! You already know that video is vital in the current Youtube run world. Your website needs to be constantly upgraded with new and inviting videos to keep your Google ranking up and your visitors entertained and informed. How about a “we love our job” interview with your employees? Now most visitors to your site will be cynical on arrival, the guard is up ‘cos someone is going to try to sell them something. Disarm them. We all love a story, so show them a typical worker in your business having a bit of fun, and watch them relate to your clients on a whole new level. Let your employees explain why your product is so fantastic, why they love working there. Now if the office boy/girl or storeperson shows the same enthusiasm as the boss, prospective customers will be pretty much sold. Revealing that the business is more than a façade and money making operation is the key to winning over visitors who are bombarded by typical, hardsell, corporate videos online and on TV every minute of every day. Let visitors see your business has a beating heart, supports real people and is genuinely interested in their clients, giving them products and services above an beyond the average. It’s all about humanising your business. People want to deal with people not glitzy websites with no soul. Not only are you going to do more business, think what your doing for your employees. You are showing how important they are to you and that they can make a very positive contribution to the organisation. And who knows, you might just discover a natural born talent in front of the camera. Everyone’s a winner – the clients are won over, the boss gets more business and the employee gets to feel like they are valued and making a big contribution to the company’s overall success. Using video for video’s sake is not enough, start thinking outside the square. Latest statistics reveal the average person spends more than eight hours a day consuming media – TV, Internet, print. A huge proportion of that is video so you have to do something to stand out from the crowd. Maybe, your employees ”we love our job” video might be just what you need.
Getting your business to a new level may be as simple an injecting some dynamic, upbeat, real, human involvement. Most of us think we make a decision to buy something coolly and rationally, but in fact our emotions rule our decision-making, That’s why we are drawn to well known brand names when we know generic products are often exactly the same and much cheaper. Big companies like Apple, Coca Cola and McDonalds have massive marketing budgets to build their brand awareness and spread the message far and wide. Their message is indelibly in our psyche – that’s the power of the dollar. So what can small and medium size businesses do compete with the big guys and their direct competitors? Get a personality. You need to develop a theme through everything you do, in store, online and marketing that lets the world know you have a heart beat. People best relate to other people. Not facts, not figures not clever info graphics, but real people. ‘A business with personality is one that has developed a particular style and voice that projects everything that is good about what you do.’ It makes your business more credible and more approachable. It maybe the only difference between you and your competition. The best way to start doing this is reveal your human side. Tell your story of how you got started in the business. The struggles, the setbacks, the gradual climb to where you are today and the pleasure you and your staff get from having happy customers. ‘We all love a good story.’ We all love to see the little guy/girl wins through. Make the visitor to you website feel special, tell them what you can do for them and why you get so much enjoyment out of seeing a satisfied customer who will want to come back again and again. Remember, people want to do business with people, not corporations or institutions. We all want to feel like we belong, and in this world of websites and online trading a wall has gone up between business and customer. What ever you can do to bring down that wall will humanise your business and bring customers to your door. Don’ t forget, in many cases you and your competitors are offering similar, if not the same products or services. The only difference is the people behind the product – you and your staff. If you can develop a unique personality for your business that is consistent, caring and welcoming, you have a point of difference. A reason why they’ll prefer you to your competition. And the beauty of developing a personality, it costs you nothing. It’s simply a mindset. By putting personality into your business you’re giving clients something to connect with and once they’ve made the connection they’re likely to stick with you. You develop the principles and train your staff to adhere to them and that personality by pass has become personality plus. The best way to project that personality is with video. Words can be misinterpreted, but video doesn’t lie. A great landing page video welcoming visitors and outlining what you can do for them could be just the start in personalising your website and your business. Remember the biggest advantage you have in business is YOU.
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?
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 the price of one video. Video is the most cost effective form of marketing, and it works for you 24/7, anytime someone visits your website the video is there waiting for them, delivering the message you want delivered. This is an exciting time for getting your message out there through video and giving you an edge over your competition. If you’d like to learn more all you have to do is give me a call at The Video Professionals 8235 2746
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 censorship. Almost 70% of people say they are more likely trust a company’s reviews when they see both positive and negative testimonials. So while you don’t go out of your way to attract negative comments – placing them alongside overwhelming positive comments is more likely to generate a favourable outcome. Also turning round a customer who has a problem that you have been able to fix, helps prospective customers gain faith. They can see that you are not just in business for a quick sale but they can be confident that if there IS a problem you will sort it out. If you need more convincing about the value of video testimonials check the stats. Customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89% (WebDAM) Jupiter Research found that 77% of people take the time to read product and service reviews before they make an online purchase. 90% of consumers admit that their buying decisions are actually influenced by online reviews. It all means people are taking less notice of the big budget advertising and looking to fellow shoppers to help them decide on whether to buy or not. Maybe it’s time to let your customers do the talking for you. If you’d like to like to learn more how video can help your business call us at The Video Professionals 8325 2746.
We had a lot of fun in the Video Professionals studio recently “unlearning “ decades of skills making videos. It’s second nature for us to be meticulous in the way the studio is set up for a shoot, ensuring the lighting is just right, the audio high quality and the cameras set up in perfect position to frame the shots just as they should be. We decided to make an Amateur Video Versus a Professional video comparison. To make a true representation of an amateur production we had to forget everything we had learned over the years and shoot a video through the eyes of a novice. So what was our motivation for the amateur V Pro shootout? Well, with everyone walking around with smart phones equipped with High def video recorders these days the question often arises “Why do I need you guys to shoot my online video? I can save big dollars by shooting the video myself and editing it on my computer.” My reply is “Yes you can, but remember, the video you produce is a direct reflection of your business and the quality of service you provide.” “Prospective customers will look at the video and decide on the quality of your brand, based on the production value of the video that you are running on your website.” So you might save some money initially, but consider the long-term cost. I often recount the story of the website I visited recently. It was a boat and marine products site. They sold big-ticket items up to hundreds of thousands of dollars. I was interested to see if they had any videos of their products. The first one I came across was for a Jet Ski. What better way to sell it than a video of the Jet Ski out on the water? The concept was fine but the application was atrocious. Whoever shot the video couldn’t keep the camera straight, hence the Jet Ski looked like it was going up hill. The unsteady shots made me feel seasick. Then the crowning glory, an on-screen graphic stating C420X Jet Ski avalable now. (Note no “i” in available}. That was enough for me and I left the site never to return. That video did the business immeasurable harm. How many others had reacted like me, how many potential sales lost? All to save a few dollars. So here we are in the studio shooting a video as we believe it should be shot, then forgetting everything and shooting like novices. The resulting video is well worth watching. Even if you decide to make your own, you might pick up a few tips. .Nothing will hurt your credibility more than an amateurish, shaky video created with cheap equipment, bad lighting and bad sound. Video produced without proper thought and planning can damage your company’s brand because it projects the wrong image to your potential clients. For many visiting your website , it will be their first contact with your business. Remember, you don’t get a second chance to make a first impression. The bottom line is: if you have pride in your brand and the service you offer, don’t put it all at risk by making your own video. My advice – stick to what you know – and leave the video production to the experts. The resulting high quality production will pay you back many times over. .
This month Graeme recorded a video to let business owners know about some of the reasons to use video on their web sites. 12 Compelling Reasons to use video is an overview of the benefits of using video to gain the advantage over competitors. See the video as Graeme explains. Compelling Reasons Your Site Needs Video – Graeme Goodings from David Hales Media on Vimeo. There are many reasons why your website needs video. I’ll give you twelve just for starters. Do you want a high Google ranking? Video is 53 times more likely to rank on page 1 of Google versus a text only post. Viewers stay longer on sites that have informative and interesting video content. Video enhances the viewer experience inviting them to seek more information about your product or your service. 80% of those who watch explainer videos seek more information about what you have to offer. Video allows you to speak to your customers in your own voice. Or if you wish you can have a professional presenter Video positions you as a subject expert in your field. Video lets you tell your story – 24 hours, 7 days a week. Video content that is updated frequently encourages repeat visits to your site. Video attracts a younger demographic, who are attracted to new media. 60% of site visitors will watch a video before reading the text on the same page Video allows you to personalise your website to better reflect your business. Youtube is growing faster than Google if you don’t have video to anyone using Youtube you don’t exist. If you want to learn more about how video can boost your business call me on 08 8325 2746