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Law firm

When it comes to advertising, video is a powerful tool. It instantly engages the audience through multiple senses, increasing the likelihood that viewers will follow up on the advertising to learn more about the business it represents. Businesses in every industry can benefit from intelligent use of video in their media profile. The following are the keys for success to law firms using video to grow their business.

Introduce Your Attorneys

Trust is the key to any attorney-client relationship. Clients have to trust that you fully understand the laws pertinent to their case. They have to trust that you will represent their specific interests. Creating this trust usually requires at least one face-to-face meeting.

It is possible, though, to speed up that process with video introductions. While it isn’t an actual personal interaction, videos introductions create a better first impression than just a picture and some text. Video introductions offer an opportunity for your attorneys to show off their knowledge of the law, explain how they work in their own words, and start to build a connection with potential clients.

Create Advice Videos

A little bit of free advice today can pay off big in the future. Most attorneys know this, which is why most attorneys offer free initial consultations.

Converting this concept to video is easy. Create short videos that offer basic advice for how to act in common legal situations. You obviously can’t provide details specific to individuals, but you can provide advice that helps potential clients avoid making mistakes before they contact a lawyer, or maybe help them create the type of records that will make legal work less onerous for everyone involved.

The best way to share these videos is by uploading them to YouTube and then posting them on your web page and on any social media sites your business uses. In order to fully benefit from this, you should be posting new videos once or twice a week. New content maintains engagement, which is important for maintaining clients. After videos are roughly a month or so old, you will want to include them in an archive library that ensures clients can easily watch them any time they want.

Link Between Video and Other Media

Linking to videos on social media and websites is easy. You just need to include a direct or embedded link to the video. But, if you really want your videos to best support your law firm, you need to expand on this. You should be referencing or linking to videos at every opportunity. Link to them in e-mails sent to clients. Reference them in mass mailing print advertising. Even reference them on billboards if you advertise that way.

Similarly, your videos should reference other types of media as well. Mention your website or social media accounts in the videos. If you have a physical newsletter of some sort, let people know how to subscribe in your videos. This sort of cross-media referencing really complements your overall advertising approach.

Conclusion

Video, when used wisely, is a tool that helps grow your law firm. By creating professional, informative videos, that include a modest amount of cross-media promotion, you can engage your clientele in a way that strengthens your business greatly.


Posted in: Video Production, Video Production Tips

Engaging content

The goal of any business video is to ensure that you create a connection with your viewers. Engaging videos get attention. They are shared. Perhaps most importantly, this type of connection with your audience helps you achieve your goals. What should you do to make a video engaging, though? Here are some simple tips that create outstanding results.

Let Your Video Tell a Story

Don’t shoot an advertisement. Instead, let your audience learn something through a story-telling format. You’ll want to make this very clear – ensure they can follow along and “get it.”

Let Your Actors Be Themselves

The best way to engage your audience is, in fact, to let anyone in the video be themselves. Instead of trying to “act” let each member of the video shoot just act as they normally do. This helps to reduce the overall stress of the shoot and helps everyone to have a bit of fun. That comes through on the other end, too.

Make the Interactions More Genuine

Don’t follow a very hard script. Instead, let people act and interact the way they normally do. This helps to ensure that your audience sees that you are a real person and that your company is all about being authentic.

Get the Content Right

Aside from the video script, you also want the content of your video to convey a sense of fun and lightheartedness. For example, choose camera angles that are able to create the mood – don’t settle for just a direct, face-forward look. And, add some music to help drive home the emotion you hope to create in your video.

Don’t Forget the Details

Sometimes, you need to communicate actual details. Using graphics at the end of the video, for example, can help convey this information. You’ll also want to consider adding details that help to make the video more unique and stand out.

The more time you take to create an authentic experience, the better. When it comes down to it, videos are only as good as your video production company can create – and that means hiring a team that is well seasoned in creating engaging, interactive videos the audience can relate to.


Posted in: Video Production Tips

SMART metrics

A great video is one that stands out in the crowd. It tells a story that is compelling, unique, and most importantly, has a purpose. That purpose can be nothing more than to provide mindless entertainment. But even when that is the purpose, the video should be focused to that end. Creating a video with purpose is relatively easy if you create a video using SMART goals.

Specific

When defining the purpose of your video, you want to be able to elicit that purpose in a single sentence. For example, a pizza parlor might create a video with the following purpose: “Excite customers about the new pierogi pizza.” That is a straightforward purpose that can be referenced whenever decisions need to be made about exactly what content is included in the video and how the video is marketed.

As a note, your defined purpose should rarely reference increasing sales or increasing your customer base. All marketing materials inherently exist for this purpose. Except in rare circumstances, usually such benefits are a natural consequence of whatever specific purpose you define for your video.

Measurable

Whatever purpose you create for your video, it should be one that has a result that can be measured. Using the same example as above, you could measure the results of your new video by comparing the total number pierogi pizzas sold the month before the video was released and the total number sold in the following month.

While sales figures will be a common way to measure the results of a video, it isn’t the only way. Other ways of measuring results includes looking at total number of views for a video, number of thumbs ups that a video receives, or checking Google analytics to see how well your video is trending.

Achievable

All too often people try to set pie-in-the-sky goals that simply aren’t possible. Again, looking at the pizza example, if the goal had been to increase pierogi pizza sales to 1000 a month, from a previous average of 10, that wouldn’t really be possible. Such goals may be fine in the long term, but individual videos should focus on only a single step towards that much grander goal.

Relevant

Video creation is a powerful tool. It is also a very fun tool to use. Whoever is the creative mind behind your video production is almost certain to present numerous exciting ideas. While many will be worth exploring, not all will be relevant, and you need to avoid the trap of creating videos that, while interesting, don’t actually support your brand.

For example, a video showing exactly how you make a pierogi pizza probably isn’t actually that relevant to building excitement for the pizza. Crafting the pizza is work. Customers want to see someone actually eating and enjoying the pizza, not working. A video showing a taste test between the pizza and regular pierogies is much more relevant to building excitement over the product.

Time Frame

The final point to creating a good purpose for your video is to consider the time frame. In our pizza example, our purpose was simply to create excitement for a specific pizza. And while we would prefer that excitement to last forever, it is important to set a time frame for measuring success. In this example, we might to refine our goal with the phrase “…within two months.”

By defining the timeline in concrete terms, you are able to more easily measure whether goals achieved the desired results. It provides a solid reference point to determine whether this type of video works for your business or whether you need to take a different approach in the future.

Conclusion

The inclusion of SMART metrics in defining the purpose of your videos will improve the quality of your videos, particularly in terms of supporting your overall marketing strategies.


Posted in: Video Production Tips

Directing non-actors

It’s quite common for businesses to create videos using people who have little to no acting experience. And, that’s a good thing. It presents an opportunity for the business to bring real people, experiences, and interactions to the video. But, during your video shoot, you’ll need to provide these individuals with a great deal of instruction. A lack of this can make the video seem rigid and less inviting. How do you direct and coach those with little to no video experience to be actors?

Be Prepared from the Start

As the person shooting the video or creating it, the most important thing you can do to ensure it goes well is to prepare for it. You’ll reduce your actor’s concern and anxiety by being able to tell the exactly what they need to do. In short, that means you’ll want to create a script and then have them memorize it. You’ll also want to keep any lines they need to read short and to the point. Keep the blocks of text easy to read. Doing this helps ensure you don’t overwhelm your actors.

Next, map out the progress of the video, who will be involved, and how the process will unfold. You’ll want to tell people where to go and what to do. And, be sure your script outlines when a person needs to be a part of the script and when they will be offscreen. Again, it is all about making their part look easy to do.

Finally, have every sit down at a table and read through the script together, just as it will play out. This helps to take away the worry of being in front of a camera and gives them the ability to see what they will do and how their lines will play out.

Make the Location Ideal

Now that you have your team relaxed, make sure that the environment in front of the camera is just as enticing and relaxing. It is all about helping them to act normal to avoid any type of staged look.

For example, remove everyone from the scene and room that will not be a part of the shoot. You also want to schedule extra time so there is no rush. And, be sure to keep the room cool. All of this helps to give your actors the ability to just enjoy themselves. In fact, the better you are able to keep the atmosphere upbeat and positive, the more your team will thrive.

Other steps to consider is doing your job well. Working with a video production company makes this easy since they will handle the lighting, the organization, and the actual camera. Your job is to help keep everyone focused on doing their part. And, finally, work hard to ensure that every one of your actors feels good about themselves and about their role in the video shoot. You want to give them the motivation and the drive to do a fantastic job in front of the camera. They can only do this, though, if you lead the way.


Posted in: Video Production Tips

Real Estate Video

As a real estate agent, your biggest hurdle is communicating the benefits of a specific home to a specific person or family. No matter how crafty your sales description or your listing details, you cannot get them to really experience the feel of a home through words alone. Video, though, can provide that all important connection your customers and clients need.

What Shots Matter?

When creating shots of a home, imagine what the home buyer is looking for an expecting. The key here is to ensure that the would-be buyer gets a clear view of what living in the home will be like. Walk through the home and give specific focus to the main sellers on the property – details of the architecture, the larger doorways, the spacious kitchen, and the outstanding view. What is going to sell the home?

Setting the Stage

The net step in the process is to create the right atmosphere. Work with your home sellers to tidy up and declutter the space. This is important because the video will pick up on small concerns. Shut the closet doors. Be sure there are no wrinkles on the bedding. Close the toilet seats, and get rid of all of the stuff on the countertops.

Know What You’ll Shoot

It’s important to focus on the interior of the home specifically – this is where people are going to spend their time. And, most videos should provide a solid overview of the whole home. If you plan to avoid some areas, do so with care. It’s important to focus on the right angle for each room, ensuring you are creating a large view of the area. You want the rooms to look spacious.

Moving Through the Video

It’s a good idea to use tripods with slides. Positioning them in front of the doorway to a room and moving the camera forward creates the sense of walking into the room. It creates a fantastic shot. If you are working with a production company to help you with this, plan to create movement shots that are slow and deliberate.

Drone Footage Is a Must

Today, it is just as important to sell the home’s neighborhood and settings. You’ll want to spend some time outdoors capturing the home from a flyover view. This is going to provide you with the best way to set the tone for life for these buyers.

Professional editing is essential. Take the time to choose the right type of video production company for your shoots whenever possible. The equipment and skill will make all of the difference here.


Posted in: Getting Ideas, Making Decisions, Video Production, Video Production Process

Videos

What types of videos does your business use? For some businesses, using a variety of videos can provide new opportunities to connect with customers and share information. It is important to choose videos that fit your specific, current need. However, business owners should also know the various styles of visions available and when each works. Here’s a look at some of your options.

Product Videos

This is perhaps one of the best options available. They provide a way for your audience to learn about a product’s features, design, and benefits. You’ll use this type of video to show how your product works to benefit your audience.

Explainer Videos

Explainer videos go further and provide a more in-depth amount of information to the audience. They are meant to be educational and provide solutions to customer or client problems. Many times, they relate directly back to your product. You’ll want to use this as a more friendly and conversational way to communicate information.

Testimonial Videos

There are fewer ways to secure a sale than to have a previous customer share a testimonial about your product or service. These videos are excellent tools for building your brand. Your customers are in them, sharing their experience. It’s a great way to win over your customer who is on the fence about buying from you.

Promotional Videos

The promotional video is a sales pitch to your customer base. While they are meant to sell a product, these videos still need to communicate your brand to your customers. Use it to showcase an event. Use them to invite people in for a special sales day. Connect through your branding.

Employee Training Videos

Videos are often thought of as tools for customers, but they can also be exceptional in communicating your brand, products, and work expectations to employees as well. These training videos do not just need to be hands-on, “here’s how to do this” type of videos. They also case share insight into the company and the role employees plan in it.

Social Videos

Social videos are meant for all of your social media accounts. Many of the largest social media websites – such as Facebook, Twitter, and Instagram – encourage you to post videos. This is an excellent way to get your customers to know your brand. You may wish to do them live, but even placing these videos on your social media and website can work as well.

These are some of the most important videos for your business. The good news is you can work with a video production company to help make them come to life.


Posted in: Video Production, Video Production Tips

Backdrop

Think for a moment about the location of your next video production. Whether you are creating a promotional video or a training video, one thing often overlooked is the actual background. What’s happening behind the person speaking? What should be present in this view? Making the right decision here sets the tone for the rest of your video. What should you know about that background?

Take a look at a few options and determine which one works best for your individual needs. Where you set up your photo shoot really does matter.

Block Out the Background: The Plain, Paper Background

A plain, basic background is one of the most common forms. If you are looking to take all of the focus off what’s happening in the background and instead just want that focus on the person speaking, this is the route to take. It’s easy enough to do with a roll of photo paper. And, this solution lets you set up your photo shoot anywhere.

Add Interest Background: An Office Setting

Let’s say you want to communicate your company’s true personality. You want your customers to see where you work. You want them to be a part of your company. An office background works well. It gives a lot more depth and character to the shoot, whether it is an authentic location or not. Proper positioning and lighting are critical here. You’ll need to ensure everyone in the shoot with you should be there and is doing what you need them to do.

Providing Communication Background: The Whiteboard

Sometimes, your videos need to convey a message that is a bit more difficult to understand. You want to draw on a blackboard or be able to write down information as you go. A whiteboard is an excellent solution for this. Set up your photoshoot in this area if you want to communicate information that’s taken seriously, but you also want to ensure that you can engage one-on-one with your audience. Of course, proper lighting is essential to reduce the risk of a glare.

Setting Up Professionally

Before you move forward with choosing the right background for your project, remember the importance of details:

  • Eliminate any risk of glare. And, be sure to use as much natural light as possible.
  • Color matters. The color behind your subject influences the thoughts of the audience.
  • If you plan to choose frequently, mount your backgrounds properly to ensure they are reliable and easy to manage.

If you’re working with a trusted video production company, it goes without saying they’ll help you choose the right background for your next shot. Which method works the best for your needs?


Posted in: Video Production Tips

Lead Generation

Lead nurturing, the process of taking a fresh lead and turning to a buying process over various connection points is one of the most important parts of building a business. Yet, many companies have yet to move their marketing towards video, even though it is an incredible opportunity to connect with people in a very effective manner. In fact, video is one of the fastest growing areas of digital marketing itself. There are various ways that you can use video in your lead nurturing and marketing automation. Here’s a look at some of them.

Getting New Leads from Video

A visitor comes to your website. They are able to interact with your business website, but they also can watch a fast video that provides them with a formal introduction. Instead of just providing a simple contact form and hoping they fill it out, this method allows you to form a real connection with your lead. You can set it up so that your video plays at just the right time. And, within that video, there is an area where they can submit their email address. They watch the video and want to learn more – of course, they will submit their email to get more access.

Video Email Works Well

Another tool available to today’s business is email. That’s not anything new, but what is happens to be what’s inside that video. You can place videos right in the emails that your customers receive. This way, they can open the email – due to your on-point subject line – and immediately connect with you. Video does well in email and can improve click-through rates significantly. In some situations, having a video thumbnail will increase your lead generation many times over just having a standstill image there.

Keep That Engagement Going

You have the lead. You’ve connected with them through presenting your information and company brand. Now, use email to continue to connect with your customers. For example, you can use video to encourage them to download a company brochure. You can use video to help them to gather insight into a specific service you offer. Use video in every stage of the lead nurturing process including:

  • The awareness stage when they realize there is a problem in front of them and need a solution.
  • The consideration stage when they are looking for solutions to their problem, such as seeking out companies or products to work with.
  • The decision stage occurs when they have the solutions and need to make a decision.

Find solutions that fit their needs here. During the awareness stage, they will need educational videos, for example. In the consideration stage, they are looking for testimonials from clients and case studies. And, in the decision stage, they need testimonials, free samples, special offers, and product-based videos.

When you consider each one of these factors, it becomes clear that video is an important part of your marketing automation process. Once in place, this type of video marketing setup can help you to develop a strong foundation for nurturing your leads into buyers.


Posted in: Video Marketing

Creativity

Video has become a powerful advertising tool, effectively building trust, appealing to mobile users and desktop users, and showing a great ROI. Regardless of the size of your business or the industry that you’re in, you can use video to connect with your audience and get your message out.
Check out these eight creative ways that your business can use video.

1. Advertising

Sure, it’s obvious, but it’s worth the mention because video advertising is such an effective tool in the online marketplace. By showing your audience your product or service in action, you can remove some of the apprehension that comes with online purchasing.

2. Educational Content

Whether it’s a practical how-to or a piece of thought leadership, educational content is a great way to establish your business as an industry expert.

3. Training

Gone are the days of handing a new hire a thick orientation guide; today’s companies are using training videos to introduce their company’s goals, history and culture to new members of staff. Training videos are also great for introducing new philosophies, products, and goal metrics for veteran employees.

4. Event Videos

At your next company event, grab a video camera or even a smartphone and capture footage of the event. You’ll have access to video snippets that can be recycled in endless ways, from raising brand awareness on social media to selling tickets and encouraging participation in future events.

5. FAQs

The idea behind an FAQs page is solid; rather than handling general issues on a case-by-case basis, why not take care of them in batches? Unfortunately, FAQ pages can feel rather brisk and impersonal. Using video to address customers’ most common questions and problems eliminates that perception.

6. Customer Experiences

Written reviews are hard to trust; after all, virtually nothing stops an unscrupulous company from writing their own glowing reviews about their products and services. Videos of customer case studies, on the other hand, provide a glimpse of a real-life experience that a customer had with your brand and build trust and credibility.

7. PR

No one likes change, and any changes that your business makes, no matter how necessary or positive, will likely be met with resistance. While written text is easy to produce and circulate, it essentially leaves the reader “unsupervised” to draw their own conclusions about your brand’s intentions, goals, and even motives. Creating a video that addresses a hot topic that has come up lets you combine words with tone, control the speed at which your viewer moves through content, and emphasize key information.

8. About Us

Video allows you to do more than simply tell your audience who you are and what you’re about; it lets you actually show them. An About Us video is a wonderful medium for sharing your values and giving your business a face.

Video, when done well, is an effective tool that has a variety of applications. By implementing some of these ways to use video, you can increase brand awareness and engage more customers.


Posted in: Video Marketing

Influencer

Online video advertising is becoming an increasingly popular marketing strategy. In fact, 87% of online marketers have turned to video advertising to get their message out. Unfortunately, with this boom has come a frustrating trend for digital marketers: internet users are relying on pop-up blockers with an increased frequency. On the one hand, this is great for the user, as they’re able to more easily control their online experience. On the other hand, the success of online businesses depends on their ability to reach new audiences—audiences that are, in spite of the latest technologies in online video advertising, hard to reach.

So, what’s an online marketer to do?

What Is an Influencer?

There’s a new type of celebrity in town. Most of them will never star in a television show or a movie, most of them will never grace a runway, and most will never release a single song. Nevertheless, their voices are heard by millions.

As the name suggests, influencers are those who hold influence over the opinions, buying habits, and lifestyle choices of an audience. They come in a variety of different forms, from the social activists and the agitators who stir up healthy debates to makeup and hair gurus and even families that have gained a following by allowing the internet a peek into their lives.

Bottom line: an influencer already has an audience, and if you can connect with one, you can connect with their entire following.

What Is Sponsored Influencer Content?

Sponsored influencer content does just that; it is content that is generated by these influencers in partnership with brands. Your brand may partner with an influencer to promote your product, service, message, or to simply raise brand awareness.

Brands partner with influencers to create content that will be shared on YouTube, through Facebook Live streams, podcasts, or any of the other myriad of social media platforms. For example, a stroller company may partner with a popular mommy blogger to endorse a new product, a toy company might partner with a popular toy and game reviewer to advertise a new toy line, or a cosmetics company may partner with a beauty blogger to raise brand awareness.

Why Do You Need an Influencer?

The premise is fairly simple: rather than relying on your current audience to promote your brand, you gain access to another audience through people who are already recognized and trusted by their following. Influencers have already spent time and energy building up credibility with their audience, making sponsored influencer content a powerful form of word-of-mouth marketing.

Choosing Your Influencer Wisely

The temptation may be to seek out the influencers with the biggest following, but rarely is that the most effective strategy. Just as you wouldn’t advertise for cosmetics in a hunting magazine, you need to make sure that their audience is ready for your message. Regardless of how popular an influencer is, if they don’t have credibility and expertise with your target market, your efforts will be wasted. Sure, they might be able to raise brand awareness, but how many of their followers are you going to convert?

Find an influencer who speaks the language of and has credibility with your target market.

Video marketing is more popular than ever with internet users, and by partnering with influencers, you can ensure that your message gets to the right ears.


Posted in: Video Marketing

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