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Think back to your favorite childhood stories. Whether you were rooting for the hero or the villain, you can still recall how you felt when immersed in the narrative can’t you? The goal of any business marketer developing a video idea is to capture attention in the same manner. Discover the basic elements of business storytelling before crafting your company’s unique script.

4 Elements of Storytelling for Business

Telling a story in business videos is not much different than writing a novel or creating a work of fiction. Before turning on the camera, you need to settle on these four elements of the story:

  • Authenticity. The first and most important aspect of business storytelling is honesty. As a basic foundation of any relationship, trust is only developed when both parties are authentic and honest.
  • Purpose. Each video should tell its own story and each story should have a purpose. Define what the purpose of each video is and map it to your business goals before investing time and energy on video production.
  • Audience. It’s not enough to say your audience is “anyone” because it’s impossible to create a video that speaks to everyone. Use video as a means to communicate with a certain slice of your target audience.
  • Emotion. Every powerful video is linked to a human emotion. Is it excitement, anticipation, compassion? That’s up to you to figure out.

Ideas for Your Business Video

There is much more to telling a story about your business than a simple promotion or commercial. What makes your business tick? Where and why was your company launched? What goes on behind the scenes that might interest a potential or current customer? Get inspired with these business video ideas:

  • Behind-the-scenes videos. Do you have a weird or unique office tradition? Does your company use industry-leading equipment not found elsewhere? Do your co-workers like to play pranks? Capture the funny, interesting and quirky moments on camera.
  • Employee spotlights. The best part of your company is its people. Allow your audience to get to know the people they encounter within your organization by filming employee spotlight videos.
  • Customer testimonials. Build trust and promote your business using word of mouth testimonials from customers themselves. Make sure to focus on how your company’s product or service successfully addressed a pain point your customer was experiencing.
  • Community involvement. A business that is invested in the community shows a commitment to giving back. Get your audience excited about supporting your business’ efforts by filming community involvement activities.

To resonate with your audience, create videos that clearly communicate your brand’s story as it develops.


Posted in: Audience, Video Marketing, Video Production, Video Production Tips

Do captions really matter? In video posted on your website, it can be one of the most valuable steps you take to ensure you are communicating with your entire audience. Videos have become an essential component of your business. You don’t want to miss key opportunities once people get to your website.

What Does Captioning Do for You, Then?

Captioning is the process of breaking down your transcript into chunks, allowing you to add a frame by frame dialogue to them. It all syncs with your video and audio to ensure a seamless way of communicating. Captions are different from a transcript. A transcript is generally added to your page and offers a simple play by play that people can read to learn what’s in the video. Both serve a good purpose and, in most cases, both are ideal.

Captions are an exceptional tool for several reasons. Consider how they can help you with any video you post online.

#1: They help contribute to search engine rankings. These words include your keywords naturally. They also help to show the search engines what your video is about. You may know how important Google thinks the video is. This makes it easy to manage your rankings.

#2: Not everyone has the luxury of sound. For those who are unable to hear, providing a way for them to communicate and share information is simply good measure. You want your website to be accessible to everyone who wants to use it.

#3: You want to capture people who can’t listen right now. It’s easy to watch a video online if there is captioning available even if you cannot listen to it. Whether you are at work or school, or just in a crowded area, everyone has had to rush to hit the mute button on a video before. Without captioning, you miss that audience.

It is also important to recognize that captioning is also working to enhance a person’s response to your video. When they land on your site to see the video, they are more likely to stick around and watch it with captioning in place. And, while they do that, they may start to click around to find other interesting things. That’s exactly what you want them to do, after all.

Video is a key component of your marketing and audience engagement. Just make sure you do it 100 percent of the way. That means including transcriptions and captioning on your page and in your videos. It does not necessarily take long or cost much, but it can be an important step.


Posted in: Making Decisions, Online Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips

You have a fantastic product. Video is the perfect way to pitch it to the world around you. Video can help you capture your investor’s attention, but to do so, it’s important to focus on a few specific tips.

Tell a Story – Creatively

One of the most important steps in selling your product to the world is showing how valuable it is. Where did it come from? Why does it matter? Using video, in a creative way, showcase the company’s story. It should be structured well to create a clear sequence that makes sense. And, aim to add something that is surprising to it.

Relate to the People Watching It

Another important way to make video work for you like this is by starting your story with people. You need anyone watching your video to instantly connect with those in it. Don’t focus on the product you have to offer, but the people it will impact.

Summarize the Point

Because this is a pitch, you need to ensure those who are watching it are able to instantly react to it For that reason, you may want to provide a quick summary of what is happening and why. In short, tell them what you are about to show them.

Focus on the Value – What Makes This So Unique?

It is also important to ensure your message comes through clear. If you are pitching your product to your customers in a sales message, you need to tell them exactly how it will benefit them. On the flip side, if you are pitching it to investors, you need to be clear about why this is so unique and what value (profit) protection it brings to the table. Make sure your video clearly demonstrates this.

Make It Moving

Working with a video production company may help here. Your goal is to ensure you are always making your video memorable, so they think about it a few hours later. Capture their attention, provide the clear information they need, but then shock them in some way.

Video product pitches make sense because of the quality of information they convey. Yet, it is up to you to ensure you create a video that’s stunning enough to ensure those customers or investors are going to react from it.


Posted in: Getting Ideas, Video Marketing, Video Production, Video Production Tips

When creating video for social media, the format and overall design needs to be a bit different than for other mediums. That’s logical, but as you work to create the next video for your company, how do you know what steps to take?

Recognize Solution Media Is Different

Perhaps the most important step is to recognize that social media is a different type of marketing than other forms. Your goal should be to promote your brand, your services, or your products – but not in the traditional sales method. Rather, you need to get social and creative.

What Do You Want Your Viewers to Do?

Before you begin the process, define what you want your customers to do at the end of the video. Are you using the video to drive people to visit your website or do you want to build your brand? Are you hoping to engage with more people? For visitors, aim to use teasers on social media with a link to the video on your site. Using a brand awareness campaign designed for Instagram can work well. Or, if you are looking to increase engagement get people talking, post the entire video on social media, especially Facebook, and interact.

Editing Your Video

There are a few key things to remember about editing your video for social media:

  • First, edit your video the way people will see it first – with the sound off.
  • Choose a thumbnail image that is interesting and attractive enough to get attention.
  • Most often, you have existing tools available to help you with video editing in the social media platform. Use them.
  • Focus on the length based on the social media site. For example, 10 to 30 seconds on Facebook is all that’s recommended. For Instagram stories, aim for 15 seconds, Twitter for 45 seconds, and LinkedIn for as long as 5 minutes.
  • Be sure the video is designed in terms of size specifically for the format you plan to use it in.
  • Remember, people are using social media on their smartphones, which means square videos tend to do better than others.
  • There are other simple things you can do to speed up the process, such as uploading the video right to the platform instead of a third party website.

When it comes to handling video for social media, it tends to be more effective and efficient to hire a video production company to help you.


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

Hiring a video production company isn’t an easy decision for many companies. After all, you need a company you can rely on, within your budget, that is going to get results. To help you, consider these 10 questions. You should have answers to these before moving forward.

#1: What is the value of hiring a video production company?

If the company cannot provide this information to you, on how they can benefit you, move on to one that can. The key here is to see what they can offer to you.

#2: What type of success have the company’s videos had previously?

Look for some solid examples of the work they have done. Most companies are happy to share some of their best work with you. Does it have a solid reputation?

#3: How is the targeted audience determined?

To be successful, your company’s marketing efforts must always point to the right customer, the one most likely to buy from you. Determine how the company determines who this targeted audience is and how they actually market to that group.

#4: What is the benefit of this video to the customer?

Outline what the video is going to show customers and how that is going to change your customer’s life. You want to know how your product or service is going to be shown as improving the life of your customer.

#5: What is the specific message for this video?

Every video has a goal to communicate. It is important that you and your video production company clearly understand what the underlying goal is. And, you should always be on the same page.


Posted in: Video Marketing, Video Production Tips

 

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

Who is your buyer? With video marketing becoming more prevalent and effective in terms of marketing, companies must pay closer attention to who they are marketing to. The buyer persona is the representation of your ideal or most likely customer. To define who this is, a wide range of data must be considered. The goal is to determine who is most likely to buy your product. When you do, you then can create ads to your business.

When you target ads at your most likely buyer, it is possible to increase sales. Your marketing ROI is better because you are reaching more of the people most likely to buy from you. The question is, how do you define and use that buyer persona to achieve these goals?

Gathering Data Is Essential

The goal first is to determine who is the target market or buyer persona. A wide range of data can help with this, including information about who is buying your product now, why or when they are, and how they do so. You also want to consider more than just demographics. For example, where are they learning about or seeking information about your company? You want to know what type of technology they are using, too.

Once that data is in hand, it is then possible to develop videos that either portray that buyer or work to attract those people to your product. When you do this, you can achieve significant growth within your business.

What You Can See Happen

Video is an excellent way to use your buyer persona for the best possible outcome. The reason is simple – it is visual. When people can see others like this or when they can interact with stories and messages that they respond to, they are more likely to buy from you. The benefits may include the following:

  • More people will click on your ads and videos. Some studies report that click through rates using video like this can increase by as much as 300 percent.
  • Your customers are more likely to take action after watching your video. They identify with the person they see and, as a result, are more willing to buy.
  • They may buy more because they feel more comfortable with you and your product. When your video allows them to relate to them, they end up more willing to spend.

The key here is identifying your buyer persona, developing video to attract them, and then being ready to deliver. You should keep this persona as part of your brand, which means all segments of your marketing campaign should focus on it. When you achieve this, you see your company’s growth occur. You see more sales. And, you develop more followers who know and trust your brand.


Posted in: Getting Ideas, Making Decisions

 

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

 

Instagram seems like a simple social media tool that teenagers use but it is turning out to be much more. Instagram is the newest component you should be taking advantage of for your corporate marketing strategy. If you are using it right, it can help you capture new customers and attract brand-building influencers. Video on Instagram has become one of the hottest trends across the generations. This social media platform works well for any age group.

How can you incorporate video into your corporate marketing strategy, though?

Count the Ways Instagram Works for You

There are numerous ways you can allow Instagram’s short, beautiful videos to work well for your marketing strategy. Here are a few ideas to get you started.

  • Use time-lapse videos to capture attention. People love being able to watch things change over a period of time. Is there something within your business that takes days or even weeks to happen? Create a video showing that. It’s an excellent behind the scenes view, too. If you don’t have any content just yet, host a contest to encourage people to submit it. Then, use those real-life high-quality videos to create your next campaign.
  • Use your user’s content. User-generated content is an excellent resource. Not only is it authentic in the best way, but it instantly creates a sense of connection with your reader and works well on the platform itself.
  • Add a bit of stop-motion to your next campaign. This is a fun and pretty simple way to create videos that get watched. These videos are a series of photos played in rapid succession. This helps them look like they are moving.

If you have not done so yet, consider the ways Instagram can work for your next corporate video campaign. You may find this is one of the best ways to capture the attention of your most likely customer. Millennials and younger generations are finding Instagram is one of the best ways to connect.

Don’t overlook this simple but important tool for your next marketing campaign. It could be exactly what you need to capture a new audience of customers. What’s more, Instagram videos can be anything you want them to be – from short glimpses into your brand or playful, fun videos that lack a lot of complexity.


Posted in: All Posts

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

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