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How To Use Video and Video Marketing For Your Business in 2021

Thumbnail of Video Shoot for YouTube

How Is Video Changing In 2021?

Whether youÔÇÖre a large, multi-national company or a small business, video is increasingly more important in marketing the business. In 2020, we saw a huge increase in the use of video and that appears to be continuing in 2021. Trends show that video is increasingly more important to share a corporate message than ever before. The question remains how has 2020 changed the way video is used? How will video be used in the coming years? In this post, we share some of the interesting trends weÔÇÖre seeing in the corporate video production and corporate livestream video world and address the question:┬á How to use video and video marketing for your business in 2021?

The primary way video has been used in the years leading up to 2020 was to create a branded message with the purpose of converting a viewer into a fan and eventually into a customer. The road to conversion has shifted slightly. How it is being used and the methods that video has been incorporated shifted greatly during 2020. Many organizations shifted to creating videos that showed the viewer a behind the scenes, more intimate look at their operation. The goal was to show who was behind the scenes and how their people make up the business. The feel was directed to a ÔÇ£Our people are our businessÔÇØ mentality.

What is Video Marketing and How Does It Work?

Video marketing is simply the process of creating a corporate video for the purpose of highlighting what a business does, how they help their customers, or telling their story in a compelling way. The ultimate goal of any video marketing strategy is to convert viewers to customers or clients. This conversion should be measured and converted to a Return On Investment (ROI). If the video is compelling, more viewers convert; if a video is less compelling, less will convert. This means it is extremely important to enter the video production process with a purpose and goal. The purpose might be to share the story or show the human side of a corporation (think Publix Commercials) and the ROI might be 1 customer created for every 1,000 views (where we might assume part of the ROI is to retain or reinforce a message to existing customers).

Video Marketing usually works in the form of a commercial placed in front of the viewer (via television, online media consumption, or mobile media consumption). For example, a short video ad might be placed in front of another video that the viewer wishes to watch but must first watch the advertisement to view the video they want to see. This can be effective for forced marketing.

Another form of Video Marketing is the creation of a consistent stream of informational videos sent out to YouTube. For example, our Creative Director, Jenn Jager, created a YouTube channel several years ago to demonstrate her knowledge about video production. Since its creation, several clients have found Plum Productions because of her videos about various video production related topics. This is a form of Video Marketing that is more passive and less forced. People search a question about a topic, find her video on Google or YouTube, watch her video, and then later reach out because they have questions and want to know if she can help. This is a much better method of gaining clients over time than forced advertisements; although, there is certainly a place for paid advertisements. For example, in her videos, she may have a paid advertiser run their ad prior to her video or she may promote a product for a company based on a paid agreement (usually noted in the video).

How Effective is Video Marketing For Business?

LetÔÇÖs start with the assumption that one is placing the video in the right place at the right time to be in front of the right audience. That is the critical first step and why it is particularly important to have a purpose and goal prior to creating any video. Now think about when you shop online for a product or service. Do you read any reviews? Most likely you do. Do you do any other research like Google the product name? You probably do. Do you watch videos related to the product or service? Most likely you do. That seems to align with the research. According to Smart Insights, more and more marketers (those who place ads) are finding that video are a critical component of their marketing strategy. They find that the ROI on video has been steadily increasing over the years and it continues to do so this year.

One shift that Smart Insights and the marketers theyÔÇÖve surveyed found that there has been a shift in where videos are placed and get a return on their investment. They are not only seeing a greater watch time (increasing by approximately 19%), but also seeing a shift from television advertising to online video marketing. The spend has grown faster in the online video segment than the television segment, which is significant and worthwhile to know.

What Types of Video Should Be Used When Marketing?

At Plum Productions, weÔÇÖve seen a shift in the past year to more online events and a growth in creating video for websites to improve search engine optimization. Here are the types of videos being used to market business right now:

  • About Us Videos
  • Testimonial Videos
  • Video Reviews
  • Corporate Messaging Videos (internal and external)
  • Demonstration/Product Videos
  • Real Estate / Construction Videos
  • Sales Tool Videos
  • Live / Livestream Videos
  • Virtual Event Videos

Here is a little more information about each one:

About Us Video

In this type of video, the company is simply trying to share with the viewer who they are, what they do and why a viewer should do business with them. Think about the traditional, ÔÇ£WeÔÇÖre ABC Company and we do XÔÇØ style. This is something Plum Productions does a lot of and can help you create a script or branded message to better capture potential customers.

 

Testimonial Videos

If your company has a client base that can be asked to give a positive statement on camera, this is a great tool to help any company convert a viewer to a sale. Most people want to know theyre not the only ones who are buying from youthey want to know that others have tried you and you are legit. This should be used on any sales page that asks for the sale (asks for a payment). It will help conversion over time and help close the deal.

Video Reviews

This type of video is typically used with products. Most times this is a video that is created by someone who purchased a product and wishes to unbox and review the product for their viewers. This can be a source of income for product companies if they request a YouTube Influencer to review their product on their channel. Be prepared to offer an affiliate link or payment for their efforts and time. If their channel is the right channel for your audience, it should be worth the investment.

Corporate Messaging Videos (Internal & External)

Recently we did a video for a national company to review how they did in the first quarter of 2021. This video was shared internally with their team around the county to give everyone a sense of how they did and give the team a goal/direction to strive toward. This is a great way to communicate outward to the team to motivate them to continue to improve. This type of video can also be used to communicate outwardly to vendors and even customers. This video might include information to help viewers understand how well the company is doing and how they are grateful for their customers. By doing this, it reinforces brand loyalty with both vendors and/or customers.

Demonstration / Product Videos

This type of video is for companies that sell products and want to show possible uses or the versatility of the product. For example, in this video from Epoca.

 

Or this video from the Tator Gator, both show how the product can or is used. This type of video helps the viewer understand what the product does but also puts the viewer into the situation to better clarify to the viewer if they should buy or not. If itÔÇÖs not for them, they should be able to see that in the video to prevent product returns.

 

Real Estate / Construction Videos

This area has grown dramatically in the past few years. Realtors are starting to create short videos to show a home they have listed to improve the possibility of a sale. The other area video is being used is in the construction market. Here, Origin Construction shows what type of work they do, how they work, and who is their client.

Sales Tool Videos

Videos that are used as sales tools are videos that walk the viewer through steps to get to a purchase. It might be a short social media that leads the viewer to a slightly longer video on a landing page followed by an even longer video that makes the purchase easier for the potential customer. These videos can also be frequently asked questions (FAQs) before calling in to speak to someone in the business before making a purchase. The other way a sales tool video is used is during a sales meeting, the salesperson uses a video to explain or show their services. It becomes a tool in the process of making a sale. If the focus is to lead the viewer down the path to a purchase, it most likely is a sales tool video.

Live / Livestream Videos

One of the more complicated but highly effective videos is the livestream video. This has been on trend in the last half of 2020 and into 2021. This type of video allows large groups of people to gather without the risk of spreading diseasebut more importantly, it widens the geographic area an organization can communicate. We had one nonprofit talk about how they did their livestream and learned that people were watching in all four time zones of the U.S., and they were able to increase their donations because of it. Larger audience for them meant more dollars coming in.

Virtual Event Videos

Like Livestreams, this type of video is one where we produce a full event (emcee, participants, etc.) provide the video to the client and they stream it as if it is a live event. This can be helpful if you dont want to leave anything to chance and just want the event to happen. During the event everything runs smoothly, and all viewers feel like theyre watching a live eventeven though it is pre-recorded and highly produced. Imagine a television show captured as an event.

Why Is Video Marketing Important?

Video and how you use it to market the business does several things. First, it creates an awareness for viewers. They begin to recognize the brand, the style, etc. and begin to feel more comfortable with the company. If a viewer feels more comfortable, theyÔÇÖre more likely to buy because they form a sense of trust. If a viewer can go online and learn how your product works or troubleshoot by watching a video, theyÔÇÖll appreciate that more than waiting on the phone for answers.

Video and Connectedness

When done correctly, viewers will feel emotionally connected to the organization if they see people. Sometimes itÔÇÖs tempting to simply create an animation/cartoon video to explain what your business does, but we find this to be less effective. When you research a company to trust with your money, do you want to see who they are or have characters explain your business? Most people tend to prefer people because they want to know who theyÔÇÖre dealing with. Obviously, the lower the financial risk, the less important that is, but it becomes increasingly important when the financial investment rises.

With all that said, itÔÇÖs important to know who your audience is, what they are looking for and where they do their research. By knowing this, you will have a much higher probability of capturing them where they are while they are going about their daily business.

If you need any help creating a video that captures attention and converts to sales, please feel free to reach out to us and weÔÇÖd be happy to answer any questions.

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Video Trends of 2021

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How To Use Video in Business in 2021

Video Trends of 2021

Remember when videos were only supposed to be 6 seconds long…we were told to keep them very short? Now they say video should be longer, mabye30 to 60 seconds. Or, they can be 3 minutes long. Why does it keep changing?

The answer isn’t as simple as you’d think and that question might not be the right question…in fact, length is almost irrelevant at this point. The goal of this post is to share how to use video to positively impact your business…whether it be sales, leads, branding, or any other metric. We’ll also hit on some trends we see happening now and into 2021.

Let’s start with why your target audience would even want to watch your video. Why should they? You’re just selling to them anyway, right? First, your potential customers are looking for information well before they reach out to you. Before they call you or submit a request via your contact form, they’ve done their research. They look for ways to understand who you are and what you do. They usually do this by viewing your video content.

If you are going to create video, you must consider your potential customers’ needs rather than tell them what you want to say. When you see that law firm video that says, “We’re the best lawyers,” or “We’ve been voted best lawyer in…” does that make you want to call them? No. What makes their clients call them is knowing they can trust them. Knowing that the law firm can do/handle what they say they can. The average person won’t make a call to any business if they feel like they can’t trust them.

Why Do People Watch Videos (of any business)?

There are several factors that go into someone watching a video. Most won’t seek out to watch a video from a brand just because they feel like it. They do it because they have to. Anytime a potential client is doing research the goal is to understand who they might be dealing with when they make the call or submit their information. It reminds me of a time I had to research hurricane shutters for our house. After several searches, I found a company that wasn’t far away that sounded good. They had several nice reviews, plenty of information online, and it looked like they were the perfect fit. Then, I watched a video. The video was so sales laden and almost pressure filled, it turned me off. I decided to call someone else.

Here are the reasons potential customers and clients do their research. This should make you strive to communicate differently when you create video.

  1. Can You Do It? They want to know, “Can you do what you claim you can do?” Typically, when a business wants to communicate this message, they will create explainer videos that explain what product or service they offer. Having a landing page that speaks to a specific product or service is nice, but if you’re not conveying confidence in your abilities or conveying your personality properly, they’ll never make the call.
  2. Education. They want to know who you are, what is your personality, will we work well together, and do I like you. Sometimes a nice personal video can help with this or an educational video that shows your knowledge, but in a soft manner will do portray the right message. The important part is knowing what your audience is looking for, why they need it, and make them feel comfortable knowing you’re the right person for the job.
  3. Trust. This is probably the top priority, but the last thing they’ll ever tell you. If you get work from your website and videos without working too hard at it, you are probably conveying a good amount of trust. You can have 100 minutes of video on your site, but if you’re not making the viewer feel comfortable, they won’t trust you…and ultimately, they’ll never call. Search engines bring them there and your message must move them to make the call. Video ads can do some of the work getting potential customers to your site, but without the right types of content present, trust can’t be built.
  4. Following the brand. Sometimes people just want to follow a brand and watch their videos. For example, we had someone say they follow and watch all the Dollar Shave Club videos because they think they’re funny. They are but most people aren’t like that. Most people will follow a brand on social media for this reason. They like them, they want to know them, they want to be associate with them somehow. Most small businesses won’t have this type of following no matter how much content marketing they do.
  5. Accidental. And, sometimes people will stumble on a video and watch it because it looks interesting. Most times they’re not the potential customer and not much happens after viewing the video.

As a business, this information should be top of mind when creating a marketing plan or doing any digital marketing. There is already too much content out there that is useless and doesn’t do what it should. Why add to it?

Why Video Helps Business

When it comes to video for business, there are typically four main reasons to create video:

  1. Leads/Sales. A business with no sales is no business at all. The amount of sales is also critical to its success. Businesses use video to share their message and describe who they are. Most businesses use explainer videos, product demo videos, video blogs, tutorials, testimonial or customer reviews, and many others. They key here is being able to convert those leads into sales. It’s a sales/marketing balance that takes work. This includes building an SEO strategy and incorporating it into each video’s message.
  2. Branding. When a business wants to solidify who they are in the marketplace, a branding video is usually where they focus. These are best left for businesses with a substantial customer base and who wish to portray a message consistent with their core competencies.
  3. Relationship Building. In an effort to build their social media following, many businesses will craft shortened messages to be placed on various platforms. Followers can then better understand who the brand is and feel confident in choosing them as a business.
  4. Building Trust. Lastly, businesses will create video to build trust. We find most businesses do this as an afterthought; however, this should be the primary focus of any video being created. Good video marketers know this and push this to the top of any priority when creating content.

Video Trends of 2021

Based on why people watch video, why businesses create video, what direction is video heading? What should you be doing now as we come out of COVID?

  1. Live Video (or Live-To-Tape) Video. Recently we’ve seen a significant increase in live video. Whether we record it and they push it as live or it is live, there is significant growth in this category. Here’s what to know: If you do live video, have a purpose. Don’t just create live video to create content. Have a purpose. You must create this content like any other video content…with an objective and a reason; otherwise, there will be very few viewers (or viewers during your next live broadcast). Note: People tend to watch live content a little longer than preproduced videos, but the messaging must be on point.
  2. Training Videos. Believe it or not, it might be time to think about training videos. Training videos should be used right now to train your future team. As we come out of COVID and you begin adding staff, how important is consistent messaging for your new employees? Growth will likely happen quickly and adding staff even faster. Those who have trained staff will outperform those who do; therefore, create a few training videos to garner consistent messaging for each new employee and focus more of your energy on your customers.
  3. Recruiting Videos. Take one step back from above and recruiting videos should be at the top of your list as well. Create short videos that message key elements to potential employees so you recruit faster (and better quality). Each video can be short and on point so the potential recruit know what you need in qualifications prior to them contacting you.
  4. More Refined/Produced Videos. We’re all tired of Zoom, the look and feel of Zoom, and we want high-quality video. If you want to stand out early, get highly-produced marketing videos that speak to trust mentioned earlier. Get them produced now. Have them ready and push them out when you’re staffed and ready to go.
  5. Length. We feel that length is no longer important. If you’re selling, short is good. Get the point across and let the viewer move on to deciding if they want to buy. If you’re educating, longer is better. This not only includes educating about who you are and what you do but also sharing a customer experience. Longer is better here. The message should clear early so those that decide quickly can make their decision AND those who take a little more time and need more information can do so too.

Here’s a live video we did recently.

Let us know if you see any other trends in video that we haven’t mentioned. Do you think we’re on target or are we missing something. Leave us a comment below if you have another thought.

If you need help creating your next video for 2021, give us a call. We’re happy to answer any questions you might have.

 

Image by iXimus from Pixabay

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How Long Should A Business Video Be?

video camera and lens

What’s the Ideal Length for a Marketing Video?

We get this question a lot. Most people think a video should either be short (15 to 30 seconds) or long (4 to 5 minutes). Both might be right; both might be wrong. Here are our thoughts.

The length of your video depends on your goals and objectives. Are you looking for leads? Are you looking for sales? Are you looking to inform? Bring them to a funnel? Provide education? There are several reasons videos are created, but not all perform the same and not all should be used for any given situation.

Informative Videos

Video marketing is a bit science and art, so let’s first identify where you’re using the video. That’s going to drive content and length. For example, many popular videos on YouTube are longer videos. Longer videos are popular because they are providing information and viewers watch longer to learn more. Their content is giving the viewer information that they need or want (think How to Create Your First YouTube Video or How to Use Doodly). These online videos are informative and provide insights into something extremely specific. It has nothing to do with a viewer’s attention span because they want to know the information.

Facebook Videos

On the other extreme are Facebook Videos and Instagram Stories. These tend to be shorter in length because they are more social in nature and typically more promotional. Instagram limits the length of your video, but most companies are finding that 30 seconds for an Instagram video is most effective. If someone is scrolling through Instagram, they’re usually doing it to relax or waste time while waiting somewhere. Ads can be effective, but you must get to the point quickly.

Facebook videos are remarkably similar to Instagram in that they’re being watched while relaxing or waiting somewhere. Also, like Instagram most of the time people are scrolling along on mute; therefore, when creating social media videos, it is important to incorporate graphic punch words like this below.

Corporate Video

Video content used for the purpose of marketing tend to be 60 seconds to 2 minutes. Most of our clients tend to keep their videos around 90 seconds so that the overall message can be shared yet keep the length short enough to hold their attention. Long videos can perform if used properly. For example, an Explainer Video typically requires a little more time to illustrate how something works. But an About Us video typically requires less time and people typically won’t watch the entire video.

Corporate Website Video

For any video production project, we’ll want to know where the video is being placed. This usually drives length as well. We might recommend editing a variety of lengths to give you flexibility in where to use each. For example, videos for a corporate website should be 30 to 90 seconds…just long enough to make the viewer want to learn more or take action (call you or fill out a submission form).

Landing Page Video

If you have a landing page to sell a product or service, once again, these videos should be 30 to 60 seconds, less than a minute long. People are not watching these videos long because they want to hear your key message and decide to purchase or not. Typically, this happens within 10 to 15 seconds. Any video on a landing page should be placed high up on the page…above the fold so that viewers see it immediately and know what to do.

Email Marketing Campaigns

While these videos can be any length, think about who you’re sending this to and why they should watch any longer than they must. These are typically slightly longer because they’re sent with the intent to educate and inform…not to sell. Using the word “video” in your email title should help your open rate (just make sure there’s a video to play!)

Explainer Videos

Explainer videos are typically meant to help people understand your product or service and explain how to use it. If you want to do these, you’ll want to keep them between 60 and 90 seconds…and get to the point rather early (by about 30 seconds) so they can feel like they should keep watching.

Case Study Videos

Depending on the content, these videos can be 5 to 10 minutes, but can also be made into shorter chunks to make them easier to consume. We’ve seen long form versions perform well and short form videos of this type perform well. If it’s more complex, we recommend shorter chunks.

About Us Videos

This is a video that can vary a little too. If you sell something that needs to earn trust before you make the sale, a longer video might be appropriate. That might mean it runs 3 or 4 minutes. This gives the viewer some time to consume and make some trust-level decisions. If they like you and your team and your culture, they’ll call you. These videos are typically about your culture, your team, and who you’re trying to attract to your team.

Interview Videos

Interview videos are typically informative and internal (or sent to a specific audience). They provide insights into the company and what he or she is working on to achieve objectives. We would recommend lengths of 5 to 10 minutes, depending on how engaging the topic is. Please don’t make people sit through something they don’t need to know. 🙂

Thought Leadership Videos

If the leaders of your organization want to stand out from the crowd as a thought leader, this video is ideal. Think TED talk or presentation style video. The speaker doesn’t have to be on stage, but the concept is similar. This content should be used for industry presentations or other relevant situations. These are typically 10 to 20 minutes in length, depending on the complexity or needs.

Video Reviews/Testimonial Videos

Have your customers/clients tell your prospects how good you are. These are highly effective for a landing page (under your main video or interspersed into the main video). Prospects often need validation to their decision. They need to know they’re making the right decision and don’t want to feel alone. This is a highly effective way to do that. These typically are short (30 to 60 seconds) and can be combined into a longer piece if needed. You can also use these in email campaigns after someone has hit a landing page but has not purchased.

We hope this post helps you decide what length your video should be based on where you are using it and what your objectives are. If you have any questions, please reach out and we can answer them.

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Videography during COVID-19. How Important is Quality?

woman-computer-office

The issue isn’t so much if you should create video it’s a matter of how. How do you create video during this pandemic? It can be easier than you think, but it will take some extra planning.

During the pandemic, we were all subject to time at home. Time to think about, “What now?” While some took that time and created something new or slightly different, others waited to see what will happen next. One component that was impacted heavily was video marketing. How do you create new stuff? How do you advertise when everyone is home and they don’t want what you’re selling? Do you ramp up social media? Do you create poor quality video content? How do you create video while social distancing? All great questions, but there are answers and there is a silver lining.

It’s tough to do a full-blown video shoot with a large crew, lots of cameras, lots of people on set, etc. How do you create a video when have your staff is still working from home? You don’t. But what you can do is create a planned out shoot that will provide you with the video that shares your message safely. COVID and the lock down has created a huge opportunity for some. Here’s what we’ve been doing to help those who want to use this opportunity to maximize their messaging.

  • Show How You’re Dealing With COVID – This is one way you can use video. Show your potential clients/customers how you are currently using the proper protocols and safety procedures to keep them safe. That’s what they want to know: Can I trust them to keep me safe? Show them how you’re doing things right and how you’ll keep them safe.
  • Capture Virtual Content – We’ve edited several ‘virtual’ events where the client has a Zoom call and has it edited into a concise video featuring interviews and conversations. These videos/calls can be branded and made to look professional, even though it’s just a Zoom call.
  • Small, Short Content – Some clients are asking us to crate videos using stock video, 2D graphics, even Doodly videos. All of these options allow the business to share a story and get it out via social media or via broadcast. Branded and visual makes the message complete.
  • Create a Video Review – Get your current customers to create a video review for you. They can do it with their cell phone or they can come to our studio where they can come in the back door, stand in place (everything is all set up already) and say their few lines, and leave the back door without touching anything. Masks are required, but we’ll be socially distanced as well.
  • Being Human – If you’ve ever wanted to create your own video using your iPhone to send messages to your clients, now is the time. Video, even poor quality image video, is effective. You’ve seen the late night shows do it on television, so can you…and you can do it without the fear of looking foolish or skimping on quality.
  • Last Point – Know that people don’t want to be sold hard right now. That’s a tactic that can work during normal times. Try this instead: “We’re sure you’ve been impacted by COVID, but we have no idea how badly. We also want to say that we’re here for you when you need us. If you don’t need us now, we completely understand. If you need us in a new way, please tell us so we can help.”

Change creates fear. Instead of being fearful, it’s time to embrace it. Know that we’re doing to be dealing with this for a while moving forward. Knowing that, what changes can you make in your business to make you stand out, be compassionate, and highlight your safety mechanisms all at the same time?

Here’s an example a Zoom Call that was converted into a show:

Here’s an example of a Doodly style video we created.

The opportunities are endless. Need help coming up with ideas? Let us know. Have a different idea that you’d like to do, we’d love to talk and see if it’s something that we can do for you.

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Best Restaurant Industry Video Ideas

In the restaurant business, there are essentially four ways to increase your sales:

New Trial

Marketing activities related to new trial are used to acquire new customers. One way to get new customers is through referrals or recommendations. Getting a recommendation from a friend is one of the top ways to increase new trials. So how does video fit into this? Consider this:

One way is to send an email campaign to your current customers asking them if they like the restaurant enough to share their experience with their friends. The location should craft a message (let us know if you need help) that informs the viewer what it is they should do to share their experience. Is it do a review on Google or Yelp or TripAdvisor? Is it forward this message to a friend? There are several more, but you get the point.

Ask your customers to create their own video or photo and post it to your social media page (you’ll be monitoring, of course). Ask them to tag their friend when they do. If the friend shows up at the restaurant, ask them to show you the video and their name…give them a special price, dish, or drink. You’ll get the whole town talking about you.

Building Frequency

Now it’s time to get them back in the door. Your image and reputation are critical. Before you can expect someone to return, it is important that the dining room, the kitchen, and the bar all performed to the expectation of your customer. Before they leave, you probably already asked them what they would have improved about their experience. This is important later, in your marketing materials, because you’ll want to focus your message on the things people were positive about while you work to improve items that detracted from their experience.

If you’re a large scale operation, it can be tough to get good feedback. It is critical to get email addresses from your customers to answer a survey. Keep it simple. Add a layer to this tactic by creating a video with a message of, “We want to know what you thought of us… and please be honest” can significantly increase the likelihood of getting the survey filled out. Make sure you ask about their food and beverage experience individually and collectively. Try to keep the survey to less than 2 minutes to fill out.

Incredible customer service always brings them back. Consider a quick service restaurant where each meal is made to order. What if you noticed a person coming back after their first time. The staff should recognize this, thank them for returning and ask them if they’d like to try the same meal they did yesterday with the same toppings…and list them. You’d have to jot notes down the day or two before when they came in but if you rattled off their favorite toppings before they ordered, they’d be impressed! That’s full service for your customer!

Increasing the Check Size

Create a secret menu only the staff knows about. This menu should contain a drink, side, or topping that matches the flavor profile (and costs a little extra). Every dollar counts in the restaurant business, and by suggesting a drink or side dish because they taste so good together, the average check size increases.

Enter video. Your advertising should match that concept. we’ve never seen a restaurant commercial with a single item focus…there’s always a matching side dish or drink. Need help creating the right flavor profile and video? We can help you there too!

Increasing the Party Size

Technically, you’re in the entertainment industry. So you should be the place to bring friends. Encourage it often…with every couple or group of four: “Please bring your friends next time.” Perhaps it’s a coupon that is for parties of 6 or more or it’s an advertisement that suggests that parties of six or more “Have more fun and get a free appetizer to get you started!” The ideas are limitless when it comes to how to increase the party size and every one of them can be supported by a video.

When it is time to ramp up the sales after we’ve come out of quarantine, let us know which area you’d like to focus on and we’ll help you get it done with video.

 

Image by bridgesward from Pixabay

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Is Video the Best Marketing Strategy for a Hotel?

woman at resort hotel pool with drink

Are you worried about how to fill the rooms? Are you unhappy with your online reputation? Do you have a desire to improve the online engagement levels with your website? Have you been anguishing over trying to get the rooms to look exactly how a guest will find them when they arrive, but you haven’t been able to create a strong marketing campaign that shows a potential guest what they can expect.

Sometimes pictures are enough, sometimes they are not.

We’ve got you covered. In this post, we’re going to share with you how creating the right marketing plan and business strategy can incorporate solving several of the above issues. Marketing involves several facets of activity like social media marketing, online advertisements, print, billboard, and other levels of marketing that will drive traffic to your hotel.

We’re sure you’ve done focus groups and have learned about the needs of your guests and you’ve reviewed the Ps of Marketing, but we’d like to suggest that there are a few elements that may have been missed. Potential customers obviously want to know what the location looks like, but do pictures clearly show and/or explain your products or services. Do they do it adequately enough that one would not be surprised when traveling. When we travel, we’re often surprised by the difference in photos an the actual location.

Every aspect of the tourism industry should be maximizing video to their advantage. Here’s why. When someone plans a trip to places like Boca Raton, Palm Beach, Naples, Fort Lauderdale, Miami, or Key West, they do a lot of research.

Just like you do marketing research, their research includes things like what does the hotel look like? What do the amenities look like? What about the room, what should I expect to see and feel when I enter the room? Video shows people all the elements that are important to them.

What is the Marketing Process to Maximize Sales?

If you want to attract more guests to your hotel, you’ll want to show off the grounds, the rooms, the amenities and use social media platforms to increase the likelihood of being found by a potential guest during their search. When you define your marketing to incorporate what your guests want, they’re more likely to buy. While product price can impact a guests decision, if they see, hear, and feel the value, they are more likely to spend a little more to enjoy their vacation.

Reputation is critical in the hotel business. Hotels rarely survive a long-term negative leaning review score. No amount of advertising or video can offset poor scores. If the reputation is bad it’s time to make some operational improvements and hold off on any sales and marketing activities. You’ll only make more people mad by having them show up and be disappointed.

The process of maximizing sales is in a strong process. The process should include high quality video, appropriate placement with an appropriate spend and help potential guests understand what it is they’re looking at and why they should book your hotel for their next vacation.

Loyalty, Engagement, and Services – Fort Lauderdale Hotels

Marketing includes featuring a locations strength to their advantage. If you are a Fort Lauderdale hotel that has luxurious amenities, a relaxing and beautiful spa or an impeccable golf course, it’s critical to showcase that. If you have nearby attractions or nightlife that is important to the attractiveness of your hotel, show that too. Does your food stand head and shoulders above your competitors? You should feature Instagram-worthy video of your specialties.

Increase Hotel Loyalty Using Video

Marketing can refer to reinforcing a positive visit. What if after a guest leaves, they receive a personalized standardized (yes…do both) video that thanks them for visiting. What if you had several videos that were at your disposal to email after their departure that mentioned an amenity or service they used?

What if they used your spa and the video you send to them afterward mentions that you’re glad they were able to use the spa and that you hoped they enjoyed their experience. How powerful is that? Would they know it wasn’t made specifically for them but that it was made only for those who visited the spa? You have the data, use it!

If you’re wondering how to make these things happen and more (yes, we have a lot of ideas related to improving loyalty and reputation), we’d be happy to talk about it with you. Give us a call and we’d be happy to work through all of these areas with you. As a South Florida video production company, we’ve seen and been a part of a lot.

The hotel/hospitality business can be frustrating, but it can also be rewarding. If you’re struggling to figure out how you should be using video, let us help you by working through our marketing strategy session and let us craft a plan with you. You control the direction, we’ll provide the creative that works.

 

Image by Engin Akyurt from Pixabay

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Who is South Florida’s Best Video Production Company?

Successful people

When you’re looking for a video agency, you may have certain things you’re looking for, including, quality, speed of work, and processes. When you start your search for a full service production company, there are several factors you should consider. Here are three areas to consider when trying to find the best video production company to match your needs.

What to Consider When Hiring a Video Production Company

Professionalism. Several factors should be considered before hiring a Miami video production company. Interview a few companies to determine which one can work with you from a personality standpoint. If you don’t think you can get along during a preliminary interview, you won’t enjoy the rest of the process. Remember, they might feel that way too, so it’s important to talk openly about that. To expand on that, consider their level of professionalism. Do they behave as a company that will respect your brand? Do they match your brand overall? Professionalism isn’t always the first thing most people think of when looking for a partner, but it should be.

Timelines. As a business owner, you’ll most likely have a timeline that is important to you. If you’re going to produce corporate videos, you’ll want to allot the appropriate amount of time to craft, plan, and create a high quality video project. There are many production companies in Miami, but which one can produce and execute the plan in the timeline you have allotted.

When crafting your timeline, please remember to incorporate your crew’s timeline to create your video too. Some companies like to shoot first and figure it out later and others (like us) will only shoot once we have a plan. If you’re going to shoot video commercials, you’ll want to plan appropriately. Sometimes that take a little longer, but it’s worth the wait. If your timeline is to create something in a week, you may not get the quality you want. If your timeline is six months, you also might not get the quality you want. It all depends on the moving parts and the plan.

Quality. You know it when you see it, but it really is subjective. What you deem to be quality may be subpar (or over the top) to someone else. Communicate what quality is to you and have them communicate what quality is to them. Most important, if you see work that you like on their website and their Vimeo or YouTube page, then they’ll most likely be able to hit the mark on your project.

If you’re looking to do quality video marketing in Miami Florida, you’ll want to make sure they know your quality specs before you start. You can read more on this in another blog we posted called How to Choose the Best Video Production Company.

What Are the Keys to a Successful Shoot?

Whether it’s a corporate event, a corporate video production project, or simply media marketing, you’ll want your shoot (and project) to be successful. Why put forth all that energy and money and not have a successful outcome? What does it take to have a successful shoot? There are three things we like to think are what make all our shoots successful.

Planning. The planning process must answer the Who, What, When, Where, and How questions before a shoot date is even scheduled. That goes with any video production service. For example, there must be a preproduction call or meeting that occurs where you discuss who will be on camera, who is writing the script, who is approving the script, when the call time is, where the shoot will happen, what equipment will be used, how the project will be executed, and how the editing process will work. There are usually other questions to be asked (from both sides) that are more specific to a situation, but discussing this before the shoot ensures everyone is prepared before it begins.

Pre-Work. Once a script is approved, its important everyone does their part to be ready. Sometimes the client needs to approve a script or provide feedback or changes so that the shoot can be executed without wondering what the final product will look like. If props, talent, or other items need to be obtained, they need to be done well before the shoot date. No one likes a surprise and neither do we.

Communication. Planning and communication go hand-in-hand, but both are critical to a successful shoot. As an agency, we want communication from the client so we know what they need, want and are worried about. We want to communicate to the client as often as necessary to be clear on what needs to happen next and ensure a successful shoot.

Where? Finally, all the planning and prework are important but so is knowing where the video will be used. What is the point of creating this video if where it will be used isn’t clear. If it’s for use on social media, then certain elements must be present to brand it accordingly. If it is for a music video (something we don’t do much of) then other shots need to be included. Remember, corporate video is usually pretty structured unless you’re trying to communicate a message of individuality and distinctiveness. We more information about all of this at Steps to Video Production.

If you’re looking for the best video production company of South Florida, you now have the tools to decide which one to hire and why they really are one of the best. Happy searching and let us know if we can help you.

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Business and Video Marketing for 2020

Covid graphic

Wow! That escalated quickly! If you’re run or own a business, the entire landscape changed drastically sometime around the beginning of March. By now you’ve been locked down for some time and are trying to figure out who might still be potential customers and who won’t be around much longer. A little scary, yes. Impossible? No. We can do this.

First, let’s start with the obvious trends. Business is down. People are not out and about. Most people are home and working. Some are more productive than others, but they are working. This is the time that most people have started to go through a set of emotions and thoughts that will either bring them out quickly or suppress them into depression. Many people are angry and in denial about the direction things are headed. “What do you mean we need to lock ourselves down in our homes for a month? How am I supposed to make a living?” We’ve all thought it.

With all these changes, who really knows what is going to happen. One thing is for sure, at some point, businesses will be open and people will be happy to get out of their homes. This might be an excellent time to create a strategy. What opportunities lie ahead as we approach the end of this quarantine? What should I be doing now that will bring me out and open for business faster than my competitors?

Before you get too far ahead, we want to share something else with you. Here’s what we’re noticing.

Right now, we have observed something incredible. The number of people online every day is incredibly high. There has been a HUGE spike in online video viewing. We’ve seen it with Jenn Jager’s YouTube page. We’ve heard on the news that Netflix and YouTube have decreased streaming video quality to keep the bandwidth open.

Here’s the secret opportunity that’s happening right now

Everyone is at home. They’re watching more videos on YouTube than ever before. What typically plays before a video? Advertisements. That’s where the magic is happening right now. Now is the time to seize the opportunity. It’s time to create a small business video that can talk about your who you are. This is particularly true if it relates to a product or service that serves the community well.

Not only are the number of viewers up, the number of companies paying for advertising is way down. Simple supply and demand says prices are falling for ad placement. Are you taking advantage of that? Here’s one trend you should not miss!

If you don’t have a landing page, now might be the time to create one. It takes a little bit of work, but if you do it right, you can place an explainer video that brings a potential customer to a sale. Almost any landing page product works. Make it easy to buy and easy to understand what the offer is.

We still need to stay connected…just do it separately.

How do you build trust but not sit across a table to sell? Think digital marketing and video. With YouTube Ads (and even television ads) you have the opportunity to speak directly to your target audience to possibly garner trust. Depending on the type of content you’re creating, your video content should promote connection and relationships. If you’re going to create online video, you’ll also want to think about how to keep it branded.

Brand videos speak to the overall brand of the business, the people who work there, and the mission of the business. Do you need to have a big video production company come in to your videos? Maybe. But for now, doing it yourself is not all bad. Need some tips on how to do it yourself? Check out Jenn’s YouTube Channel (Video Marketing Your Business) where she educates viewers about apps, lighting, and equipment that she recommends if you’ll be doing it yourself.

When it’s time to really increase sales, you might consider hiring a crew to create a more brand sensitive video that sells you and your business. You might consider starting that process now so you can be one of the first on the crew’s schedule once they can come out of their homes.

How Do I Create a Video While Under Quarantine?

If you want to create videos while under quarantine, you’ll need to think about how to do it without other people being involved. There are a couple of ways…

Footage. First, there is the use of footage you had shot professionally before the lock down. You can use those clips of B-Roll (secondary shots) by adding professional narration, some licensed music, and 2D graphics. This can be all you need to keep your brand out in front of your target audience.

Graphics. Another option is the use of only 2D graphics as the entire video. We’ve all seen the CDC’s graphics video that shares who is at risk and what we should be doing now to protect ourselves. This video contains just graphics and music. It’s effective because the viewer can follow along while getting the point of the video. In that video, its more of a public safety message, but the same can be done with any business. They’re rather straight forward to create and reasonably effective. Here’s that video:

Whiteboard. Another option is whiteboard video. This isn’t something we do a lot of, but we do have a course that we share how to use some of the features of Doodly. Jenn created it and a lot of people have bought it so they can be better at using the software. Here’s a link to Jenn Jager‘s new page where the lessons are and where you can get a copy of Doodly.

Stock Video. Finally, there’s stock video. We sometimes use stock video to add some depth to a video. This might be a good time to use it since you can’t shoot more video. Consider using some footage you’ve already captured and adding some stock video to make a point you hadn’t in a previous project. Or, simply use stock video to create an entirely new video. We’d simply add narration and some graphics to give a fully finished feel. Here’s one we created using only stock video, professional narration and animation.

All of these are valid options to shooting a video with a crew. It can certainly get you by for the next several months. If you plan correctly, you’ll be positioned to be the first company to call when the restrictions loosen up.

If you have questions, reach out to us. We’re happy to help.

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Top 3 Ways Video Can Help Business During Coronavirus Outbreak

Hand signaling for help

With the Coronavirus pandemic affecting us in the United States, there are a few things you can start to do to prevent a complete shutdown of your business if you have online options for sales. Obviously, you can count on having to stay home to work, but that doesn’t mean people aren’t shopping and watching YouTube videos or television while they’re working. That means, they’ll see more commercials than they normally do.

That’s not all. More than likely, after working a while from home, they’ll be media fatigued. They’ll be tired of all the negative information and need a break. That’s when they’ll be turning to social media or YouTube to watch something they can control and less taxing or stressful on their emotions.

Instead of being stuck at home watching President Trump talk about the Coronavirus outbreak, they’ll be watching something more fun. The World Health Organization is hosting live broadcasts of their statements about public health and the current state of health care around the world. It’s a little overwhelming sometimes, think San Francisco or New York’s situation. The health system may be in trouble in the near future.

The stock markets are taking daily up and down turns as Coronavirus continues to spread. So what can you do to help your business during this odd time? Here are three tips we’d like to suggest you and your team create while taking social distancing seriously.

Top Three Ways Businesses Can Use Video During the Coronavirus Outbreak

Create Videos. If you’re a client of ours, we probably have a lot of footage that can be created into short 15 and 30 second ads that can be placed online, on broadcast television and other places to keep your brand top of mind. A lot of people are using video conferencing while remote working, but the bottom line is, they’re still at home. They are still working. They’re also watching TV or YouTube.

One thing we’ve heard is that people are afraid of having a video crew come over to shoot a video. We don’t blame you. And we don’t want to come to your space either! 🙂 People have asked us, “How can you create videos if you can’t shoot?” It’s not as difficult as you think.

Think Graphics and Animation. Graphics and animation videos are the safest way to create video right now. The benefits are: you can create what you want from scratch, you can change it easily, and you can have a professional narrate your video and create something from nothing.

The cons are few: it’s not personable and, depending on the level of animation, it can be come pricier. 2D Animations are the simplest (along with text, etc.) and typically are on the lower end of the investment scale. 3D Animation with high detail work will slide up the investment scale. Here’s an example of each type of video.

Example of Stock Video and 3D Animation


Example of 2D Animation

To Sell or Not to Sell. Now is probably not the time to sell to anyone. Unless you have a product that everyone needs or wants (think toilet paper or hand sanitizer because supply chains are running behind), you’ll want to send a message that is helpful, reassuring, and a reminder that you’re still around. If you’re reaching out with a video, please check that your audio sounds good too. The number one thing we hear people missing is the audio.

Reaching out with video might also mean creating short, personalized snippets for current clients or potential clients sharing how you might be able to help them. This needs to come across personable, relatable, and not like sales pitch.

Create a Strategy. Best case scenario this problem only lasts a few months and we start to move forward. Worst case, we might be looking at a year or more. Based on that we would recommend creating a strategy for the future. Create a strategy for the short-term and the long-term. What marketing activities should be done now and what should be done later?

We don’t want you to be one of the many who are choosing to do nothing. That is not a strategy and not a direction you should choose because many companies are working on what they need to do now and in the next several months. By focusing on the video strategy now, you can find and hire a video production company to execute it quickly when things begin to turn for the better.

One thing to keep in mind, when things start to move forward, they’ll happen quickly. Just like there has been a shortage of supplies like toilet paper and sanitizer, there will likely be a shortage of video production crews. You’ll want to line up those contacts now or you may be waiting while they finish up the work they have. We can see this happening based on our experience from other slowdowns in the economy.

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The Case for Video Content Marketing and SEO Results

Studio Shoot in Plum Productions

Whether the business is large or small, content is king when it comes to search and being found. According to OptimWise there are several factors that lead to success in being found in a search. OptimWise also shares that the items that are important and improve your chances are stuff like the quality of the content and how well the keywords have been researched and used effectively. Other factors include newness of information, how well information answers a question being looked for, and how well items are structured and tagged. Items that can decrease success are items like useless content and stuffing keywords throughout to try to trick Google and the like.

Why Video?

Before we get into the SEO portion, it’s important to understand why video is helpful in general. When videos are relatively short, they can be more impactful than a quick paragraph. Why? Emotion. Emotions can be communicated quickly with music, visuals, movements, transitions, text on screen, verbal statements, etc. When these come together in a video, the effect is magical. Viewers are drawn into the story, the feeling. They feel like they’re a part of the situation or problem. This is important because without emotion, you’re selling or telling. Everyone wants to buy, no one wants to be sold. Period.

google search showing video results

Another reason for video is that Google likes it. When you type in a question you will not receive one or more (sometimes several) videos related to that question For example, doing a quick search about Doodly, we find the results are mostly video results along with information about the company that created it. Notice the top video? That’s our Creative Director, Jenn Jager. She’s the first search result on Google and near the top of YouTube (depending on what you search). How did she do this? Read on…

How does Video affect Search Engine Results?

There are several factors that affect search (there are literally 10s and sometimes 100s of items under each of the above listed factors that affect results positively and negatively) and video is not the only one. It is one of the items that impacts rankings positively as long as certain things are in place. We know that Google (Alphabet), the world’s largest search engine, also owns YouTube as one of its brands, so having YouTube video as one type of content helps. But what type of video is helpful in getting results?

Using Google Analytics will help you determine the appropriate keywords, target audience, and real world information on your current performance. If you find an area in the analytics that pops out as a success, maximizing this information can help you determine what information you should be providing.

For example, if you determine that an area of your business is being found related to specific keywords, you might consider adding more blog posts surrounding that topic. In each blog post, you might determine a video about that topic or question might be appropriate. Why would you do that?

It has to do with your visitor’s attention span. Our experience has told us that when a video is on a page, people will more likely watch it versus read the text. If the visitor is reading the text, they may lose interest in the written word and move on (to another page or a different website). If a visitor is watching an appealing video, they typically stay on the page to the end or near the end of the video…thus more time on the site. This will maximize your content marketing efforts by keeping them on your site longer.

Another factor related to the above paragraph is how this impacts bounce rate. By keeping a viewer on your page longer, your page (and the analytics) are telling Google that the content located on that page (or website as a combination of page) is high quality and keeps the visitor on the page. This is called lowering your bounce rate.

Wistia reported in 2016 that pages without video tracked time on page at 2.6x less than pages with video (article here). Interestingly enough, we find that pages on our website that contain video also track longer visit times. Coincidence? We think not!

Digital Marketing & Video

As a digital marketer, we recommend using video in your social media marketing efforts. If your content marketing strategy doesn’t include social media, you’re missing something. More importantly is the engagement of video on social media. By adding video to posts, you’re also improving your engagement. Link building is typically related having links from outside websites that bring visitors to your site (and a little the other way as well), but social media is the easiest form.

Creating content, and more specifically video content is not as difficult as you might think. We work on YouTube projects regularly and use a program called Tube Buddy to determine topics and information people are looking for so we can provide content people want. If you want, you can click the link and subscribe to it (by the way, this is an affiliate link).

Whether you’re run a product or service business, providing content and information your prospective customers need and want is directly related to the success of being found online. Search traffic is one area that creating video content can help any business improve their results.

We also hear clients tell us that they don’t know what topics to create content around, such as blog topics, etc. They say they’ve created tons of content already and don’t want to repeat what they have. We think this is a mistake. When blog content repeats (with a different angle), it tells search engines that this website is more about this topic than any other…making the site an expert in the topic.

We have several case studies on our website where clients created videos for a specific purpose, brought viewers to a specific landing page, and converted them to a full-blown lead. Converting a prospect to a sale is a salespersons job. Marketing and video marketing improve the likelihood of converting to a lead and then to a sale, thus affecting the business’s bottom line.

If you need ideas on how to create content, we’ve created a blog post about it so you can create hundreds of topics. Remember to create a mix of written (text) and video (visual) posts so you can analyze which is more impactful for your visitors and which ones perform well. If you find two of 30 posts do very well, do more about those two topics. It will help your ranking. Besides, its’ what your visitors are looking for.

Need help? Give us a call!