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Customer retention is critical to the long term health of every business. Maintaining a stable customer base increases revenue and decreases costs. Incorporating video into your customer retention plan is one strategy that has proven benefits for both you and your customers.

Economics of Losing Customers

According to one study, repeat, loyal customers make up roughly 70% of all revenue for the average business. Furthermore, the cost of retaining a customer is usually roughly 1/5th the cost of obtaining a new customer. That is a remarkably good value to cost ratio.

What Makes You Lose Customers?

The main reason that businesses lose customers is because a customer has a bad interaction with that business. This could be a bad interaction with your staff, but more likely it is a bad interaction with your product.

Bad interactions don’t just happen because a product is poorly designed or has some kind of flaw. Many bad interactions occur because customers simply don’t fully understand how to best use the product for maximum value. Thus, it is critical that any customer retention plan involves customer outreach that helps customers get the most value from their product.

How to Incorporate Video into Customer Retention

Videos offer a simple and engaging way to show customers how to get the maximum value from your product. The best videos for supporting customer retention focus on the “hidden value” in your product. For example, you can make a video that shows how to use your product in an a way that most customers might not think to use it. This adds new life to your product. Similarly, a video that shows precisely how your customer can save money using your product and details exactly how big those savings are, will increase the perceived value of your product. Both approaches create a positive interaction and increase the likelihood of retaining a customer.

Long Term Benefits of Customer Loyalty

Customer loyalty has cascading benefits. Many people are likely to switch brands when they see others leaving that brand. Similarly, when people are remaining loyal to your brand, you benefit from word of mouth advertising and may find your customer base expanding. This means that your videos aren’t just influencing the customer that watched them. They also have influence on customers and potential customers who didn’t, increasing the value of this tool on your revenue.


Posted in: Online Videos, Video Marketing, Video Production Tips

 

Video made a big splash in 2018 and it looks like 2019 will be even bigger. It’s ability to reach customers and convey messages has really come through this year. And, if you are like most marketers, you are already looking at plans for next year. What’s ahead for video in the coming year? Here are five big predictions.

#1: Social-Media Live Stories

One of the things growing in importance is live video. And, to go along with it are short video clips made popular by Instagram Stories and Tick Tock. In the coming year, expect to see more of this, but with a marketing flair. Short and sweet, and right to the point is all your customer needs.

#2: Virtual Presentation Videos

For those in the B2B market, virtual presentations will continue to be an important trend for the coming year. These work to bring people together in a global online community. It’s likely you’ll see more of this in two formats. First, you’ll see more recorded and playback presentations that give people the ability to watch them when and where they want. And, online conferences are also likely to grow in importance.

#3: Mobile, Mobile, Mobile

There’s little doubt that mobile will continue to be the deciding factor in video marketing in the coming year. You already know the importance of ensuring your media is in a format easily digestible for the mobile consumption trends, but now you are going to need to focus on mobile first. Instead of adapting commercials and large-scale video down, you’ll likely spend more money on your mobile-first video.

#4: Email Video

Email typically offers the same basic format it has for a decade, but video email is likely to be an important change for companies looking to capture more customers. In fact, we are already seeing an increase in email open rates just when you add the word “video” to the subject line. Expect to see more marketing focused on video rather than basic templates.

#5: Video Courses

People are learning and growing at a rapid pace, but they are just as busy as ever. Paid video courses are likely to provide an opportunity to learn on the go. Imaging all of those recipes you see playing out on your Facebook page, but instead of food, the product is yours.

Video is likely to continue to be one of the most valuable tools you own. The key here, though, will be on modernizing the methods you use to reach your audience. Expect big things to happen here.


Posted in: Video Marketing, Video Production

YouTube is currently one of the biggest social media sites in the world. Over a billion hours of video are watched every single day by millions of viewers. If you are capable of making compelling videos that interestingly feature your brand, it is the ideal site for building a following.

The challenge to building that following is that YouTube marketing differs rather sharply from most other forms of marketing. Both technical considerations and marketing strategy require unique approaches. The following tips will help your brand take full advantage of YouTube marketing.

Create a Compelling Custom Video Thumbnail

One of the main keys to getting views is creating a custom video thumbnail that attracts the interest of potential viewers. With over 5 billion videos on the platform, there is almost no topic that hasn’t been covered by multiple videos. Thus, you need a way to differentiate your video from the dozens, or maybe hundreds, of similar videos.

Data shows that almost 90% of the most successful videos on YouTube have a custom video thumbnail and that a compelling video thumbnail can increase engagement by up to 154%. Many viewers make the final decision of what video to watch almost entirely based on the thumbnail. Exactly what you should include in the thumbnail will depend on your video. In general, however, the best thumbnails have bright colors, high contrast, facial close-ups, capture the essence of the video in a single image, and are at a 16:9 aspect ratio.

Use Brief Intros

The average person watching YouTube has an attention span that is under 10 seconds. That means you need an intro that captures their attention and then quickly shifts to the main video. The most successful YouTubers use something short, snappy, and fun. Your intro should set the mood and be consistent with your brand. Once your YouTube channel has become successful, you can occasionally stretch your intro into something longer, but this should be done sparingly and only when it adds value to a particular video.

Make the End of Video Experience Powerful

The end of video experience shares a lot of similarities with the intro. You want it to be consistent with your brand and you want it to be a powerful experience that captures the attention of the audience. However, the purpose of capturing the audiences attention is different in the end of video experience. You aren’t trying to get the viewer to watch a video, but rather you are trying to either generate sales or create customer loyalty.

The end screen should do four things: promote other on-brand videos, encourage users to subscribe, create a memorable conclusion, and direct users to non-YouTube websites associated with your brand. You have a little more time to work with than you did for the intro, but you should still avoid making your end of video overly long. About 20 – 25 seconds is roughly the longest it should be.

Use Video Embedding

You can embed videos almost anywhere. Some of the best places are on your website, in your e-mail signature, on your blog, or on your website. By embedding videos you increase views and viewing time, which results in better rankings on both YouTube and Google searches.

Get the Most Benefit From Your Great Videos

Just like with other types of marketing, great content is essential to customer engagement, but only when supported by effective marketing techniques. For YouTube marketing, your great videos will only be viewed if users can find your links and you can convince them to click those links. By engaging in smart YouTube marketing techniques, you will build an audience and increase customer loyalty, which should result in videos that are recommended by the YouTube search engine.


Posted in: Online Videos, Video Marketing, Video Production Tips

 

Cold leads are an unfortunate reality in the business world. Leads can grow cold because the potential client or customer is losing interest, because they are busy, because they are considering the competition, or for any of a number of other reasons. There are a number of ways to reignite cold leads. One innovative and effective means of reigniting a cold lead is through video messaging.

Video Messages Save Time for Customers

Your potential customers likely do not have a lot of free time on their hands and having to spend more of that time than necessary isn’t likely to turn a cold lead hot. This is one of the ways that video messages can help.

Most people read at a slower rate than they speak. Thus, as long as the accompanying video is short, a video e-mail can present your message in much less time than it would take your lead to read the same message. Furthermore, because the message is attached to an e-mail, it allows your lead to take in your message at their leisure. This is a lot more convenient than if you were to make a phone call.

Video Messages Increase Engagement

Research shows that people are more likely to respond positively to a video message than they are to either a written e-mail or a phone call. Video messages create the same sense that a face-to-face meeting does, increasing engagement in the person watching the video. This is particularly true if the video message is customized to the person intended to watch the video.

How to Make Your Video Message

There are a few key points to making an engaging video message that can warm up a cold lead. The first point is to keep the message short. You want your video to hit on all of the important points in just about a minute. You aren’t delivering a lecture. You are just trying to shore up a relationship to encourage more interactions in the future.

The second key point is to engage your audience. That means greet your lead by name with a friendly smile and a warm customized greeting. Be brief and get to your point, but try not to seem like you are rushing it.

The third key point is to hit all of the important conversational touch points in your message. What those touch points are will differ for each potential lead. Make sure you aren’t wasting your time with unimportant points or missing any important ones.

Finally, make sure to clear up any confusion that your potential lead may have. Whether it is confusion about what you are offering, how much it will cost, what time frame you are working on, or something else, confusion is one of the main reasons that leads grow cold. By ensuring that your lead fully understands your business and what it offers, you increase the chances of the lead heating up.

Reignited and Ready to Go

With any luck, all it should take is a single video message to reignite your cold leads. No matter how effective your video has been, keep in mind that it is only a first step. If you ignore the lead or don’t respond in a timely fashion, it will grow cold again, possibly permanently. Let the video get you back on track and then don’t let opportunity pass you by.


Posted in: Video Marketing

 

You have seen people “going live” on social media before. It looks interesting and you like to find out what they have to say. However, you may be unsure how this type of service can actually help your business. Livestreaming is an important tool for companies who want to capture business in one of the fastest growing methods possible. Yet, there are a few rules to keep in mind as you do so.

#1: Make Sure You Have a Point

The most important first step is to always have a well-defined point. You do not have to script out your livestreaming (that’s why it is so personal after all). However, you do want to have a clear path to go from thought to thought. You want to have a specific message to provide within the event. Do this before you log on.

#2: Choose the Right Medium

Many of the social media websites offer livestreaming now. Which one is right for you? The easy answer is that the best one is the location with the highest percentage of your most likely buyers. Facebook Live is perhaps the easiest one to use with built-in analytics that help make it ideal. Instagram Stories and YouTube Live are also ideal if this is where your customers are.

#3: Be Professional with Your Tech and Setup

While livestreaming can happen from any location, when doing this as a part of your business, you really need to be sure it looks and feels professional. To do that, be sure you have considered the location carefully. Do a test run to ensure the visuals and the sound are good. You also want to ensure you have a strong, steady internet connection. Live video does not work without it. Then, set the stage to be impressive. Be sure you look good and are a clear representation of your brand.

#4: Practice Makes Perfect

If you have never used livestreaming before, test it out before you try to go live for the first time. Set up something on your personal social media page to give yourself an opportunity to try out the medium, adjust the cameras, and to get comfortable with the methods. Keep in mind – it is all you. Be sure you can properly represent your company.

#5: Don’t Forget to Promote It

Once you are ready to go, you’ll want to have a big audience. Yet, if you haven’t marketed your event any prior to going live, you may not have much of an audience. Instead, be sure to do some marketing before and during your event. Encourage viewers to share your page, too.

Livestreaming can be a lot of fun and very effective if you work at making the pieces come together. Why not give it a shot?


Posted in: Online Video Ads, Online Videos, Video Marketing

Whether it is in advertising, blog posts, or the news, video is increasingly present on the internet. While improvements in technology partially explain this increase, that is far from the whole story. One of the main reasons that videos are increasingly present in the digital world is because they are scientifically more effective than other mediums at expressing a message.

The Science of Vision

Human beings may have five senses, but that doesn’t mean that all of those senses are used equally. Studies show that 83% of our sensory input comes from vision and hearing makes up another 11% of our sensory input. We are literally biologically programmed to see more than we hear, smell, taste, and touch combined.

And when it comes to that visual sense, it is particularly effective when movement is involved. Even the tiniest amount of movement engages the eye, causing it to track that movement. That tracking instinct means that humans focus better on videos than they do on static text. This also means that scrolling text in video, like at the opening of Star Wars, is easier to focus on than static text like subtitles.

Whether or not movement is involved, visual imagery is transmitted to the brain faster than text is converted into a mental image. Humans can recognize the primary conceptual idea of a visual image in about 1/10th of a second. A description of that image takes significantly longer to read and then still requires extra time to fully process.

Visual Memory is Better

Not only do we identify and process moving images better than we do text or audio recordings, we also remember them better. One study shows that 80% of the subjects were able to recall the details of an advertisement they had watched up to one month after watching it. That rate is considerably lower for an advertisement that has been read.

Emotional Response to Video

Finally, while emotional responses are difficult to quantify, we can quantify the presence of emotional responses. Video is much more likely than other forms of media to cause neurons to fire that correlate with emotional responses. This matters greatly in the marketing world where emotional responses, even ones that are not fully positive, correlate with higher conversion rates.

More Than Just an Art

Creating the perfect video is mostly art, but choosing to use video in the first place is scientifically sound. Our knowledge of biology and psychology both prove that video is a more effective means of engaging an audience than any other form of media.


Posted in: Camera and Editing Services, Interactive Videos, Online Videos, Video Marketing, Video Production

Recent studies predict that worldwide internet traffic from videos will account for 80 percent of all internet traffic by 2019. According to Youtube’s own stats, there are roughly 1.5 billion users every month, and mobile users typically spend over an hour a day watching YouTube videos.

Engaging your audience on YouTube is a great way to improve marketing results. Follow these 10 tips to make the most of your internet videos.

1. Use Your Videos to Tell a Story

Stories are engaging and relatable, providing key information to your viewers that doesn’t sound like a sales pitch. Use your videos to tell a story that demonstrates why your product or services are the best.

2. Keep Your Videos Short

As of 2017, there were roughly 300 videos uploaded to YouTube every minute. There is a ton of competition for your viewers’ attention, so keep them engaged by minimizing lengthy introductions, providing pertinent information quickly and reducing the overall length of your videos.

3. Make Your Videos Easy to Find

Conduct keyword research to determine which relevant keywords are most often searched. This will make it easier for your customers to find the videos that they want to watch.

4. Choose Your Thumbnail Wisely

A great custom thumbnail provides a valuable first impression that can determine whether or not a viewer clicks through to your video, driving as much as 154 percent more clicks.

5. Make a Banner that Reflects Your Brand

YouTube channel art, which is the image that appears at the top of your YouTube channel, can be used to give your page a unique look that stands out and increase your brand identity.

6. Grow Your YouTube Channel

As with most other social media platforms, YouTube prioritizes content that performs the best. In other words, the more views your videos get, the more visible they will be. Get more views by being strategic when you’re building and organizing your playlists, ensuring that they accurately show what your brand is all about.

7. Use YouTube as Your Embed Tool

If growing your traffic on YouTube is one of your marketing goals, then you may consider using YouTube as your embed tool rather than other using other tools like Vimeo and WordPress.

8. Link Your Website to Your YouTube Page

If you have a website, then associate it to your YouTube page. This can help you engage viewers for longer, increasing their chances of clicking through to your website rather than going to another video.

9. Use Cards to Keep Viewers Engaged

Adding cards to your videos is like adding a call to action; it helps your viewers recognize what action they should take next. Engage your viewers for longer by adding cards right when they are most likely to leave.

10. Incorporate End Screens for a Lasting Impression

To create an end-of-video experience that leaves a lasting impression, incorporate end screens. These can last between five and 20 seconds and can direct viewers to other videos, websites, and playlists.

Implementing these fail-proof YouTube marketing tips can benefit your business and engage your customers.


Posted in: Video Marketing

One of the most common questions asked about promo videos is about the cost. Many times, businesses don’t fully grasp what goes into the process and other times, they believe the cost of video production is outside of their budget. Yet, putting a price on promo video development isn’t that easy to do. There are many factors that contribute to the cost.

What’s a Starting Point, Then?

How much does it cost to produce a business video? You can budget between $3,000 to $50,000 on a professional quality video for your promo. However, prices can rise significantly higher – even crossing the $200,000 market in some cases. Again, this depends on what you need, the length, the complexity, and the overall design. That’s a pretty impressive range. And, it can vary even more for some types of productions.

What Factors Contribute to the Price of a Promo Video?

What goes into creating a budget for a promotional video, then? Many factors. Here are just a few things to take into consideration.

  • Who is involved and who needs to be paid? If you are bringing in people to act, it costs more than having your company’s management discuss a product.
  • Which professionals need to be on set? This includes a director, crew members, as well as the team to manage lights and sound. You also need to consider the pre-work that goes into this setup.
  • Production process costs? From the development of the script to the completion of the editing, there are many factors that go into the actual production process. You may need graphics created or you may need very few edits.

This is, of course, just a basic outline. A variety of additional costs play a role in the actual production of your video.

What Is Really Going to Define Your Costs?

The most important factors to determine the cost of video production have to do with what you are creating. An animated video is going to cost much differently than a full on short story. The concept, the script, and the location are a good starting point. Then, there is the need to develop a plan based on the type of cameras and design necessary. Do you need props?

How do you know what to expect when it comes to creating a video budget? Work with a video production company to get an idea of what to expect. Discuss your ideas (if you have them) along with your end goal. Then, you and the team can work out a plan to address every facet of the process. You can end up with a high-quality production without overspending on your budget. The key is to learn what you need based on your business, product, or service.


Posted in: Video Marketing

A video testimonial can serve as one of the best tools for marketing campaigns. They provide a variety of benefits to any company because they establish your organization’s creditability. If a friend says something is good, you believe it. Online, testimonials work much like this. They help encourage would-be customers to trust your company.

How to Develop a Testimonial Video

Well-designed testimonial videos are the ideal conversion tool. To create these videos, work to develop a strategy. Your strategy should focus on a single goal – show anyone viewing the video they can be confident in your product, service, or brand.

When creating a strategy, there are a few rules to follow. First, be sure you are creating authentic experiences. Use real customers. And, choose customers who are much like your target audience in demographics. You also want to provide value here. What specifically was the benefit or reason for the good result?

Then, consider developing a problem-solving approach. For example, your testimonials should show what your company did to solve the customers’ problems. Why did they turn to you? What did they experience when they did? Whenever possible demonstrate this benefit.

Finding Your Ideal Customers

In some small businesses, it is clear who to choose to help you with this process. For example, you have a good customer you know well. On the other hand, it helps to choose those you have made the biggest impression on – the customer who thanks you for going out of your way or the customer who has a fantastic story to tell.

When you choose customers, be sure they are going to do well on camera. They need to speak with some level of authority to be convincing. They also need to be a good storyteller. When you listen to them speak, you should feel just how trustworthy they are.

Wrap Up Your Videos with Company Information

After your customer shares his or her story, be sure you include information about what your product did, how it worked, why it is different, or what value it offered. Ultimately, you want someone watching the video to understand your product has the tools they need to solve their own problem.

Testimonial videos should be designed to be professional, high-quality displays of information. When you invest the time in creating a video like this, it can easily become a tool for social media, email marketing, and numerous other campaigns you plan to launch.


Posted in: Video Marketing

Are you looking for a few new ways to add content and interest to your social media pages? Video is the right medium, but what message can or should you use? It really comes down to your goals and needs, but sometimes, having a topic is not as easy as it sounds. New ideas can be challenging. Here are some of the best ways to jumpstart your video efforts on all of your social channels.

#1: Answer a Question

You get them from all of your social media accounts. Questions can be frustrating because you have to answer them individually. But, if you post a short video answering the most common questions, you solve that problem. And, you are providing your guests with outstanding information and insight as well. This is ideal for Facebook or Twitter questions, for example.

#2: Use a show-and-tell style message

On social media channels like Instagram, video and imagery are essential. You can get it right with a few important pieces. A show-and-tell type of video, one that allows you to share a behind the scene look or just provide insight into the company’s culture, methods, or services, is a good place to start. A good reason to do this is to ensure you are providing a real, authentic version of your company to your visitors.

#3: Showcase a product or service

Let’s not forget that a component of your social media efforts can and should be info about the products and services you offer. One way to do this, without being overly salesy, is to use your Facebook or LinkedIn pages to really dive deep into the product or service you offer. Break open the shell, so to speak, to share insight and information with your clients.

#4: Invite People to an Event

Facebook and LinkedIn are great social media platforms for launching and communicating about your upcoming event. Use a video to showcase what those who attend can expect. You will also want to invest wisely in some marketing here about the benefits offered. Get people excited.

Each of these methods can help you to reach your audience in an authentic manner. Video just helps to make sure the information comes across in the most effective manner possible.


Posted in: Video Marketing

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