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Should I Create an "About Us" Video?

Still from testimonial video about Elite Payment Processing

How Does Video Help Your Website?

When we created our website, we contemplated about creating an About Us video or to just have an About Us page. We opted for the text version because we believed it helped our Search Engine Optimization (SEO) because words are easily understood by Google. Since the creation of our website, we’ve learned how important video is to SEO. Not only that, we’ve discovered that an About Us video can help sell products.

Imagine you are looking for a photographer for your event. During your search you find three photographers that you think can do the job. You click on the About Us page for each and find that two of the three pages are┬átext based. When you watch the one with the video, you not only learn about the photographer, you also learn she has a great sense of humor. You think, this is perfect for the event we’re putting together.

Here’s an example of one that could be used as an About Us; however, doesn’t exactly follow the full format of creating an emotional connection first.

Video speaks to the emotions of the buyer, while text speaks to the logic. When you present to emotions, you will connect with the buyer. When the buyer connects with the personality within the video, you have a greater likelihood of acquiring the sale.

Key Points to a Successful About Us Video

  • Be Unique. Your company has a story, a culture, and a personality. This should come through in the video you post. If you’re an accounting firm, you will most likely want to present a professional, straight forward message. If you’re an advertising agency with flair, you’ll want to present a professional, creative video.
  • Earn Trust. Use a testimonial or two in your About Us video. Think about it. Potential customers are looking for someone, they’ve elected to do more research about you, why not give them supporting material in the form of a testimonial.
  • Keep the Video┬áShort. Try to keep the video to somewhere between 3 and 5 minutes, but make┬áthe first minute the most┬áemotionally connective.
  • Make It Personable. This may sound logical, but many people want to push a sales pitch; instead, make it about the benefits of using your company and the values you hold. Connect with the potential client.

If we can help, let us know! Watch for our About Us video, coming soon!

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Interesting Stats About Video & Online Marketing

ipad with analytics used during meeting

CMO.com┬áproduced a list of interesting advertising stats from various sources on the internet. It shows us that most people are ok with video advertising on the web, but, as you’ll see, there are some formats that work better than others. Here’s some of the list:

  • Want to engage your customers (or potential customers)? 44%┬áof US email marketers report increased engagement rates in messages containing video.
  • One fourth of viewing times of streaming video on tablets is spent with contact more than 60 minutes long.
  • Each minute, the equivalent of 100 hours of video is uploaded to YouTube!
  • Time of advertising videos:
    • 13% are less than 15 seconds
    • 36% are longer than 30 seconds
    • 72% of in-stream online videos ads are watched to their completion
    • 79% of in-stream online videos ads are watched to their midpoints
  • 27 Times. That’s the multiple of consumers that are likely to click through online video (versus a banner ad).
  • Digital video advertising (US) will reach at least $5.4 Billion by 2016 (while in 2011, it was $2 Billion)
  • 65% of online business-to-consumer marketers use YouTube, compared to 61% for business-to-business.

Here’s what some of these stats mean to you. Remember how pop-ups were the best way to advertise? Every website used them…and they were very successful. Now, they’re just annoying. Not to say that video will be annoying, because it probably won’t unless it is used improperly, we believe we are on the largest increase in the use of video for digital marketing. We believe that every branding and advertising campaign should include a component of video. Whether online or on television, it is where potential customers can best understand you.

We like to say that if a picture is worth 1,000 words, a video is worth 1.8 million words. Don’t know why that math works, check out how we came to that number at our previous post about a Video is Worth 1.8 Million Words.

There are more stats at the original article, but we wanted to share with you the highlights that you most likely will want to know.

Source: Abramovich, G. (2013). 15 Mind-Blowing Stats About Online Video Advertising. CMO.com. Retrieved from: http://www.cmo.com/articles/2013/8/27/video_15_mind_blowing.html on May 1, 2014. 
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If a Picture Is Worth 1000 Words…Video is Worth 1,800,000!

image of person holding sign that says a picture is worth a thousand words

We’ve had people ask, how in the world do you get 1.8 million words from a video? So, let us show you (I know, the picture says 1 million, but it’s actually 1.8 million).

If we all agree that a picture is worth 1,000 words… And we shoot video at 30 frames per second (fps) That gives us 1000 x 30 = 30,000 words every second!

And we shoot the video to a length of 60 seconds…

30,000 words / second * 60 seconds =

1.8 million words!

Why is this important? If you are thinking about resetting your website or changing the way it looks, a video is a great way to add a stronger message or call to action. Nothing says “Here’s what we do,” “Here’s what are customers say,” and “Here are the results,” better than video!

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5 Keys From YouTube on Marketing Your Videos

Word Cloud related to SEO and Websites

Knowing that you’re going to spend some money on a quality video, shouldn’t you at least know how to better market them on YouTube? Here are a 5 keys to smart marketing on YouTube. Many of these came from YouTube’s Playbook, so use wisely!

  1. Create a Playlist. This is a grouping of videos, either by theme, subject matter within a theme, or any way you want to dice up a theme. A playlist can either be your own videos or from other channels. The goal behind creating a playlist is to get people to stay on your channel longer. If you have your viewers going from one video to another because you provide good content, your brand gets recognized. Your brand begins to place higher in the “Suggested Video” section.
  2. Trailer. We’ve all heard that movie voice, “One man, against all odds, …” but having a channel trailer is important because it’s the first thing people will see when visiting your channel. One of the keys to having a trailer is to make it engaging and interactive. Why should people look at your channel? What content are you providing? Keep it short, but make it stick. Make sure the video shows the brand’s personality and character. If your company is whimsical, the┬átrailer should be too. If you brand is serious, so should be your trailer.
  3. Annotations. While admittedly an annoying feature if you are watching the video, this is one of the best ways to engage your audience. Annotations are those text boxes that show up on the screen. They are clickable and can give some important information that might not be included in the video. Remember connecting is important. Get those viewers to comment by adding annotations.
  4. Analytics. What gets measured, gets done. One of the best tools Google offers is the YouTube Analytics page. It’s available┬áfor your┬áYouTube channel as well. Learning which video has been watched the longest (not necessarily the most number of times) can tell you a lot about what your audience wants to know. By looking at the analytics, you can customize and improve later videos you post. You can also determine who your viewers are and how engaging your videos are to them.
  5. Interaction. Finally, one of the keys to successful marketing your YouTube page is interaction. Not just with your viewers, but with other channels. Interaction on your part is simple. Like other videos (while logged in as your brand), make playlists with other channel’s videos, and commenting on other channels. As with anything being measured, do this in moderation. Google doesn’t like it if you just like everything.

We hope this helps you be more productive on YouTube and improve your rankings. If you liked this article, please give it a share!  

Source: SoMedia Networks. (2014). Five Tips from YouTube's Playbook on Marketing Your Videos. Retrieved from: videomarketing.somedia.net/five-tips-from-youtubes-playbook-on-marketing-your-videos/

 

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How Long Should My Video Be On My Website?

stopwatch

Length of Video

Did you know that 50% more people will complete a 1 minute video than a 2 minute video? That’s significant considering most businesses want to post longer videos. We tend to recommend that if you want to post a video, that it be under 1 minuteÔǪand if you have more to say, let’s find a way to break it into smaller, bite-sized pieces. This allows the viewer to continue to click through the important portions of your videos (education) while also identifying what is important to potential customersÔǪor what is not said efficiently somewhere else on the website.

So, I Shouldn’t Post A Long Video?

Not necessarily. It really depends on the type of video.

  1. Commercials. Many companies need to education potential customers about what they do or the benefits of the product. This can usually be done within 30 seconds.
  2. How To. Some companies need to educate current customers about how to use a product, such as how to assemble it or how to use it safely. In these cases, the length of the video is less important; however, it is important that the video get to the point quickly or the viewer will think the video will be a waste of their time.
  3. Testimonials. Testimonial videos can be up to 2 minutes. People like to watch other people give testimonials before they buy to help them determine if they are making a good choice. By providing sufficient time for multiple testimonials, the potential customer can watch as many or as few testimonials as needed to help them make a decision.

We hope this helps you make an educated decision on how long your video should be. Whether we produce it for you or someone else, make sure the length of the video is correct for it’s use. Contact us if you have any questions.

 

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Video Testimonials ÔÇô Do You Know the Secret? Video Improves Website Presence

While word of mouth is an excellent way to build your business, did you know that capturing a testimonial on video of your clients so that potential clients who research your company is highly effective? Ponder this: a client is searching via Google for your services. They want to know some more information about what your company offers. They donÔÇÖt necessarily want to hire you, but they find you because you have a video on your website. Your website has the keywords required to capture GoogleÔÇÖs attention and your video convinces them to buy.

Your video is only 2 minutes and it is filled with your clients bragging about how they have benefited from your product or service. They learn about how you took the time to learn what they needed and provided exactly the right service and as expected.

This type of video is known as the testimonial video and it accomplishes two things: (1) bonus points for the video (Google owns YouTube, therefore the algorithm pays special attention to your site with the embedded video); and (2) it shows the potential customer/client that you know what you are doing. It illustrates, from a satisfied customer, how you do business and that they are so satisfied they feel comfortable explaining to the world how youÔÇÖve helped them. Powerful! Here’s an example:

The best way to approach a client about doing a testimonial video is by letting them know that you are shooting a video for your website. Many people would love to brag about someone they know can and will do the job. Select those clients that have referred you business from others as the priority individuals. Also, consider the mix of messages that they each can provide. For example, if one can provide insight into two facets of your business and another client can offer two different facets, that might just be the right mix.

As always, you can use us to help you create the plan, organize the shoot day, and complete the project on time. Let us know how we can help!

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The 6 Questions You Should Ask a Production Company BEFORE Hiring Them

When hiring a video production company, there are several questions you should ask before proceeding. These are important because not all corporate video production companies are created equally. Sounds clich├®, but when you hire someone to create a professional video, you expect high-quality outputÔǪand you should get it. Here are some questions to ask before deciding on whom to hire:Questions, video

  1. Can you show me a sample (or 4)? ┬áIf youÔÇÖre shooting a corporate video, whether for a website or for television, youÔÇÖll want to see samples of their work. In fact, you should ask to see a portfolio of their work so you can get a feeling for their style and skill level.
  2. Would you describe the personality of our business? Because your company has a personality and culture, youÔÇÖll want to find a production company that fits into that culture and personality. In fact, they should be able to identify and describe the culture and personality of your company during your first meeting. If they canÔÇÖt, they are not paying attention to the details, and will not when you hire them.
  3. What ideas can you provide for this video? When meeting with them, they should be able to give you a couple of creative thoughts of what they visualize in the video they want to shoot for you. Additionally, if you have some ideas of what you want the video to look and feel like, that can be both a help and a hindrance. This can be a dream or a nightmare for the producer. Regardless of whether the vision is right or not, a good producer should provide some insightful feedback about why the vision will work, will not work, and how to improve it.
  4. Do you stay in budget? And, what happens if it goes over budget? If you are focused on the budget prior to calling the meeting, you may be considering the wrong factor. Budget should be a factor, but not the deciding factor. Because a poorly planned and executed shoot creates a subpar video; therefore, a little bit extra can make a big difference. Weigh and balance the budget accordingly.
  5. Can you deliver on quality that matches my expectations? Remember the creative is always subjective, but the quality of the video should be in line with your expectations. Quality also means having the proper sound equipment, the proper lighting, the proper framing, and an attention to detail (such as the background) can all make an impact on the final product. Look at the samples to determine if they have what it takes.
  6. What happens if you miss the deadline? A good producer can describe the timeline associated with the shoot. If he or she cannot map this out for you, your follow up question should be, ÔÇÿhow many deadlines do you miss?ÔÇÖ A good producer can miss a few, but a great producer rarely misses. When you ask this question, look for their reaction. YouÔÇÖll know if they can hit a deadline by their answer.

These six questions are a good start to helping you decide on the proper corporate or web video production company. By asking these questions, youÔÇÖll begin to get a feel for the quality of their work and their ability to perform.

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How To Be Ready For Your Video Production Shoot Day

sony video camera

By following these tips, youÔÇÖll find you will save a little time, aggravation, and money on your shoot day. YouÔÇÖve hired the production team; theyÔÇÖve created the script, scouted the location, and started the planning process. They may have even hired some professional actors for the shoot. Here are the steps you can take to improve the video outcome.

Solidify Your Needs

Knowing what your objectives are for shooting is important. Defining them early is even more important. There is nothing more frustrating for a client when they change directions, change objectives, and find out how much it will cost them because the script doesnÔÇÖt accomplish these tasks. Anytime a client decides to change directions, a cost is incurred later. Clarify your objective and needs before doing anything else.

Communication with the Producer is Critical

Do you know what youÔÇÖre going to do with the video? Communicate it with the producer. Do you know youÔÇÖre going to need commercial for TV at a later date? Communicate it with the producer. Do you know that you are going to use these for multiple websites or multiple blog postings? Communicate it with the producer. The more the producer knows in the beginning, the better the planning will go and the better the results of the project.

Save Time (& Money) in the Edit Suite

Video production includes editing, cutting clips together, importing video, color correcting, adjusting audio levels, and exporting. All of these tasks take time. Editors work on an hourly rate, so if you can assist in the planning stage, you can often save time in the editing portion of the project. Time saving happens when the editor is able to ÔÇÿbatch tasksÔÇÖ and completing multiple projects simultaneously. When this happens, you save cash.

Do you need some help in the video production planning stage? We can help.

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3 Tips from a Video Production Pro

Want some lessons from a professional video production pro? With years of experience and hundreds of videos created, we can provide some insights into how you can better create a high-quality video on a shoestring budget. Since it would be nice to have an unlimited budget, it is unrealistic. We realize that. So here are a couple of tips that can help you improve your DIY video. Remember, nothing beats a high-end camera, high-quality lighting, and the right audio components; but, you can get some decent video for your video blogs by following a couple of tips:

Know your angle. This doesnÔÇÖt mean the angle of your story, this means the angle of your camera. So many people use their iPhone to shoot some decent video. With the addition of HD video to many mobile phones, many people believe this provides the best there is. It simply doesnÔÇÖt; but, it can provide enough for some websites. If youÔÇÖre going to hold a phone to do a video, please hold it the right way. Think about your TV. Is it taller than it is wide, or wider than it is tall? ThatÔÇÖs the way you must hold your phone. In fact, most computer screens are shaped the same way. Shoot your video accordingly.

Steady as she goes. Even the pros use tripods. Holding a camera or phone steady is very difficult. DonÔÇÖt fight this fact. An expensive tripod isnÔÇÖt necessary, only something that will hold the camera steady. Remember, people want to watch your video, so make it appealing by making it steady.

Video isnÔÇÖt all.Lavlier, Audio, Video While it is usually referred to as video, one other important component is the audio. The audio can turn people off very quickly. If itÔÇÖs difficult to hear, has a strong echo, or the audio is muffled, youÔÇÖll want to add a lavalier microphone (or lapel microphone). These are relatively inexpensive (less than $50 at Amazon or Best Buy) and well worth the expense. We like to say that ÔÇ£A professionally produced video can draw clients in just as easily as a poorly produced one can drive them away.ÔÇØ

If you must do your own video, we hope these tips help. Every single tip listed here was inspired by at least one DIY video that weÔÇÖve been exposed to when sitting down with potential clients. These are the things that they donÔÇÖt like about their video and call us to fix. Video is more difficult than it seems, so donÔÇÖt be afraid to call us for some other tips!

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When Is It Time To Add Video to Your Marketing Plan?

image of video camera with words

Websites used to be just a way for people to find you. And it still is. But it has become even more than that. For example, when done correctly, your website should be interactive, solution driven, and easy to navigate. The website world is changing quickly. Websites used to be pretty static, unchanging, and a place for people to get basic contact information. Not anymore!

Today, people are researching companies, people, and groups via Google, Bing, or other search resources. ItÔÇÖs time to manage your online identity. One way to manage your identity is provide good information about what you do and how you do it. This can be accomplished through video. But, when is it time to add video? Here are some perfect times to add video to your repertoire:

When You Are Rebuilding or Re-Launching Your Website

Video is a critical part of new websites. If you make the video the showpiece of your site, youÔÇÖll find people spend more time on your site, improving your stats and, possibly, your SEO metrics. In less than 2 minutes, you can describe what you do, how you do it, and why a potential customer should contact you.

New Product or Service Offering

If youÔÇÖre providing a new product or service, this is usually a good time to add video to your site. A video will allow you to describe the new product or service quickly and even provide a demonstration. Highly powerful. Always effective. Additionally, if you have a product that must be assembled and are having some difficulty getting your customers to assemble the product correctly, a video might be just the solution.

Re-Branding

If youÔÇÖre in a position of re-branding your business, think about how you might add video to your site to describe why the re-branding has happened, what is the benefit of the new brand, or, if applicable, why the re-brand wonÔÇÖt affect your current level of service. Just make sure the video launch coincides with the entire branding strategy so that you can lengthen the shelf-life of the video.

An Event

If you have a tradeshow, a fundraising event, or youÔÇÖre unveiling a new product, people love a video presentation. A video always does better than a PowerPoint presentation or speech. No matter the size of your business, a video supporting an event is highly productive.

The best way to stand out and apart from your competition is a video. When you invest in a high-quality video, your business stands out. Let us know if we can help!