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Category Archives: Business

#1 Key to a Successful Video

Video marketing today is essential to the success of businesses today. In this video I’m sharing the #1 Key to a Successful Video. It’s a straight forward approach we take with all of our client’s video marketing campaigns.

If you’d like to discuss a video marketing strategy with you, visit us online: www.freshlevelpro.com

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The Top 8 Places to Share your Video for Maximum Reach

You’ve got a great new video! Congrats!!

Do me a favor… Don’t be like the tons of companies that look up 2 years after they’ve uploaded looking at a whopping total of 23 video views.

Sorry to break it to you: placing your video on your website or 1 time on your Facebook page only scratches the surface for the potential reach you can have with your new content. Chances are you’ve spent your precious time, energy and money on your new video so be careful to not waste it!

When businesses who have invested in video but believe it didn’t work for them, it’s usually because of 1 of 2 reasons: The content was not relevant for the audience or the content was not distributed properly.

Let’s make sure you don’t make this mistake. Here are the top 8 places to share your videos to get the very best reach from your video.
1. Youtube
One of the first spots you’ll want to upload to is YouTube is the second largest search engine, so it’s vital for your brand to use YouTube to showcase your videos far and wide. You can gain a lot of attention and drive viewers back to your website where they can learn more content free from distraction.
2. Your Website/Landing page
Videos embedded on your website help to increase conversion rates by 80% and if the visitor clicks and watches a 90 second video, that 90 seconds end up making your website more relevant and likely to appear in Google search results because you’ve proven you can hold the attention of those who visit your website.
3. Email campaign
Studies have shown that videos contains video have a 96% higher click-through rate when compared to non-video emails. This boost in engagement is a no brainer and is often overlooked.
4. Email signature
Another area that’s overlooked is your email signature. Change it to include a catchy line with a hyperlink to your video that’s embedded on your site. Whenever you have a new video released, you can easily change out the link.
5. Social Media
Social channels are your best friend when it comes to video content. You’ll want to post on Facebook, Twitter, LinkedIn, and G+ and also consider a clever use of Instagram and Pinterest.
6. Facebook Ads
There are so many posts people see in their Facebook news feeds, and it’s impossible to read and interact with all of them. Video content has been proven to be the most engaging type of content that grabs the eye of viewers. What’s awesome about Facebook ads is the ability the show your video content to the exact type of person based on age, location, interests, income level, etc. I like to call it the Pay to Play distribution strategy.
7. Sales Assets
Consider reusing relevant content wherever appropriate in your sales process. For example, send a video of how a specific software/service works after an initial discovery call with a prospect. When they’re further along in the sales process, send a testimonial video to show your credibility and allow your previous clients to do the selling for you.
8. Blog
Easily create a blog post by transcribing your video’s key phrases to have the content indexed by search engines. Also try to contact your industry partners and ask if they’ll feature your video content on their blog and further increase your reach.

Have you done a video sometime ago and it’s still relevant to your audience? Great news! You still can play and squeeze more value out of that video by distributing it to these other platforms.

Be sure to use this as a checklist will help ensure you get the most out of your investment in your video content. By not spreading the video content in multiple places, you’re missing a huge opportunity and quite frankly, wasting your money spent in video.

Which of these platforms have you found that worked best for your video content? Comment below.

If you’re interested in speaking more about a video marketing strategy, we’d love to share our ideas! Reach out to us via email info@freshlevelpro.com or call us now: 215-525-4561

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How NSC Technologies Told Their Story and Gained Exposure

When NSC Technologies wanted to improve their marketing exposure, they chose video as the way to tell their story. But producing the video on their own proved to be a bit of a challenge.

NSC is a small and busy company, and they understood the importance of completing their video.  So, they turned to Fresh Level Productions to help them organize, prioritize, and schedule their shoot. “We were grateful that FLP stayed on top of us to get the video done,” says Natasha Parker, NSC Executive Coordinator.

They have deployed the completed video on their website, LinkedIn, and Facebook, and while they say it is too early for solid metrics, they have received a lot of positive feedback.

Parker says they feel they accomplished their goal of creating a video that really captured the “company story and a feel for the company culture,” adding that their experience working with FLP was a positive one.  “[They] are so professional and our whole staff had such a positive experience with [them].”

NSC is planning future videos to target more industry sectors as they continue to grow.

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7 Steps For Video Marketing Success

Congratulations! You presented the statistics, you laid out a vision, and you’ve finally convinced the V.P. of Marketing that video needs to be a part of your strategy. Now all you have to do is deliver a successful project. Here’s a checklist to help you and your team do just that.

  1. Know your why. Chances are you’re familiar with Simon Sinek’s model of the Golden Circle. Knowing your “why” will give your project meaning and purpose. Every element of your project will flow from this. So, before you do anything else, complete this sentence: “This video will . . .” (for example):
    • “. . . convince people to try our new product.”
    • “. . . drive more traffic to our website.”
    • “. . . tell our company’s story.”
  2. Determine how. When deciding how you will produce your video, you need to be cautious. While producing a video in-house can save money, remember that your brand and reputation are at stake. There are a number of reasons to hire a professional, and you should carefully consider the pros and cons of both approaches.
  3. Understand the what. Determine what success is. Refer back to Step #1. You can’t know success when you see it unless you “know your why.” Your goals should be clear and measurable.
  4. Decide who you want to attract. Here we expand a bit on Sinek’s Golden Circle. Develop buyer personas. Understand everything about them:
    • What motivates them?
    • What are their pain points?
    • What do they care about?
    • Where do they live online?
  5. Create a map of your buyer’s journey. This will help you determine what type of video will work for the audience you’re targeting. A video to be presented at a trade show will be different from one to be posted on your website or Facebook page. Be sure to include a clear call to action.
  6. Have a plan to publish. Your webmaster, as well as marketing and IT personnel, should be notified early in the process of where you plan to post your video so they will be prepared to integrate it upon completion.
  7. Measure the results. Establish a baseline that incorporates specific metrics and start tracking them. Have a clear plan for what you will be measuring, such as:
    • Website traffic.
    • Conversions.
    • Click-through rates for email.
    • Google Analytics.

 

Need more information? Let’s talk.

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Video Marketing ROI vs. Cost

crunchingnumbersMost marketing managers understand that video needs to be a part of their marketing plan. But with tight budgets and demanding schedules, it’s not always easy to convince upper management of the importance of video. You can trot out the statistics:  64% of people are more likely to make a purchase after they’ve watched a video.  You can argue that the competition is doing it. You can present examples of marketing videos for even the most unlikely of industries. But eventually it all comes down to the bottom line: return on investment.

One of the great things about video is it lends itself to measurement in ways that static ads and text content doesn’t. You can collect engagement data and track attention span to determine what’s working and what’s not. Not only can you learn what leads to engagement in terms of content, but you can also collect useful information about how your video is presented. Content Marketing Institute explains how they discovered that a steep drop-off in engagement within the first few seconds of a video was actually because the video was set to auto-play on their home page. When people first arrive on the website, they are likely looking for specific information and aren’t ready to watch a video. Turning off auto-play increased viewer attention span.

The takeaway here is that you need to consider all aspects of your video marketing campaign, not just the obvious or traditional metrics. The same is true for measuring video marketing ROI. It starts with determining your campaign costs. For example, if you decide to go the do-it-yourself route, your budget will need to include a buffer of at least 20% of your projected expenses. If you DIY, you are likely to run into unexpected expenses such as having to re-shoot footage or investing more in editing. (Social Media Examiner) You need to determine how much additional revenue you expect from your video campaign and consider whether investing more in your video will result in increased sales. There are lots of tools available for determining which of your sales can be tied directly to your video campaign.

moneyBack to the bottom line: Is it worth it to invest in video marketing? It is if it works! If you produce an inexpensive video in-house and you get great results, that’s a good investment. On the other hand, if your inexpensive video is not engaging and doesn’t result in increased sales, it’s not a good use of resources. Video does work, and there’s plenty of ROI statistics to prove it, but as with any marketing strategy, your campaign must be carefully planned, with an understanding of who you are targeting and the specific result you’re seeking to achieve. Then you must wisely invest your resources to achieve that result.

Call us today and let’s talk about how we can help you achieve better ROI for your marketing budget.

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6 Reasons to Hire a Professional Video Production Company

1620943_10102922390867133_6970775657831163931_nAnybody can make a video these days. One need look no further than Facebook, YouTube, or the evening news to see the evidence. Cat videos, crime videos, and hover-board videos are everywhere. People use the camera on their computer to make videos providing tips on everything from exercise to how to solve a Rubik’s Cube.

So, it’s understandable that, particularly when budgets are tight, you may wonder if you can just set up a video camera on a tripod and make your company’s video yourself. Here are 6 reasons that DIY is probably not the best choice when it comes to video for your brand.

  1. Time is money. When you’re trying to stretch your marketing budget, hiring professionals — such as writers, photographers, and videographers — may be a tempting item on which to cut corners. Before you do that, ask yourself: Which of my team members will be assigned to this project? What other tasks may be neglected while they take this on? How much time will be spent on the learning curve by team members who have no particular expertise in videography? What may at first seem like a cost-saving mechanism could very well end up costing more in the long run if team members are tied up on a video project while other projects are put on hold.
  2. Quality counts. Hiring people who have the expertise and experience to turn out a quality product will give you the professional results your brand needs. While it may be true that anyone can make a video, not everyone can make a quality video.
  3. IMG_6350Fresh eyes. Remember in college when your freshman comp professor suggested having another person read your paper before you turned it in? One reason for that advice is that it’s hard to spot your own typos or deficiencies in your own argument. The same holds true for video. If you produce a video in-house, with only you and your team planning production, writing the script, shooting and editing the finished product, there’s a good chance you may miss a weakness, an error, or an area for improvement. A professional video company brings a fresh perspective to your project, and they have the experience to know what works and what doesn’t.
  4. The right equipment for the job. A professional videographer is going to show up for a shoot with everything she needs to get the job done. She will ensure her equipment is in good working order, and will have backup supplies on-hand.
  5. IMG_6417Experience is more important than knowledge. An experienced videographer not only knows what she’s doing behind the camera and in the editing room, she has the skill that can only come from time spent in the trenches. She has the eye for the perfect shot and can pick up on that “can’t miss” soundbite that others might overlook. She has an understanding of how to plan the shoot so that post-production is smooth and efficient. That experience provides an understanding of how to get the right shots at the right time.
  6. Shift on the fly. A dozen different issues can come up during a video shoot. A professional has “been there, done that.” If lighting conditions change, the person you’ve scheduled to interview is a no-show, or there’s unexpected ambient noise, she knows how to deal with that.

When you’re ready to discuss your video project, give us a call

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Making a Personal Connection Using Video

Q4D99NWK6TBy now, you get it:  People are more likely to recall a video message than a text message. YouTube views continue to rise, while newspaper circulation continues to drop.

The reason video is more effective than text is actually rooted in science and has to do with the way our brains work. Humans have evolved to quickly respond to a combination of image, sound, and motion. As much as 90% of the information our brains absorb is visual. We’re able to process visuals 60,000 times faster than we can process text. We are hardwired to pay attention to things that move and things we can hear.

Video connects with people on an emotional level. Visual storytelling resonates with people in a way that text never can. The emotional connection of video is what makes it such an efficient tool for communication.

Add to that the importance of “face time.” Face-to-face contact is how we establish trust, by meeting a person’s eyes. A face-to-face message has greater impact than a written message, and a video can replicate that effect and reach thousands of people at once.

One of the most effective ways to put all this to work for your brand is through video storytelling:

  • Add a twist to the proven effectiveness of the testimonial by asking customers to tell a story of their experience using your product.
  • Create a fictional video series around your brand to both inform and entertain your audience. Hire some local actors who are looking for exposure and make sure your story is compelling enough to keep your audience coming back for more. Look for ways to use a fictional story to educate viewers about your industry.
  • D8SW90PLFXProduce videos featuring employees at various levels in your company. Have them tell stories of risks they have taken or lessons they have learned. Have your company’s founder tell the story of the company’s beginnings. Get employees to talk about activities in which they’re involved and include video of them in action as they lead a Girl Scout troop, participate in a local soccer league, or do volunteer work.
  • Shoot a documentary about a subject that will be of interest to your viewers.
  • Conduct interviews with industry leaders, company managers, and satisfied customers.
  • Make a behind-the-scenes video showing how your product is manufactured, from drawing board to store shelf, or showing a strategy session for developing a service line. Feature people on your team who are natural storytellers.
  • Take advantage of “how-to moments” by leveraging “The Geek Squad Effect.” Take your viewers through a project, start to finish, using your product or make a video showing how your product can solve a problem.
  • Get creative with a reality-TV style video relevant to your audience.

When you’re ready, give us a call. Fresh Level Productions has produced all kinds of videos for all kinds of companies. Find out what we can do for you.

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Social Proof in Marketing

audience-945449_960_720You’re probably familiar with the concept of social proof. At its most basic level, social proof is the notion that people look to other people to determine how to behave. It’s the idea behind the “9 out of 10 dentists prefer . . .” marketing device. It’s what’s at work when people decide what is appropriate for them to do in a situation by examining what others are doing — consensus. By learning what triggers consensus in the minds of your customers, you can put it to work in your marketing strategy.

One way to discover these triggers is by listening. Monitor your mentions on Twitter, for example. Respond not only to positive mentions, but to negative ones, as well. Track keywords and look for people who need suggestions about a product or a solution and think about ways to get them, and those like them, to consider your brand.

Ask your customers to write online reviews. Research shows that over 70% of consumers refer to online reviews before making a purchase, and trust those reviews as much as they would a personal recommendation from an acquaintance. It’s importance to be proactive about asking happy customers to share their experience online.

Similarly, ask your customers for testimonials. Include photos — or better yet, make a video. The next best thing to a personal recommendation is a video of a person with whom your customer can relate — someone the same age, similarly situated — telling them why your brand is the best choice. BGS, a digital marketing and consulting company, describes video testimonials as the Holy Grail of marketing. They advise brands to collect as many as possible and dedicate a page on their website so customers can easily find them.

Storytelling is key. A good story should address a customer’s pain points, be something to which they can relate, and explain how pain points were resolved. When people read a story, they imagine themselves as the storyteller and it creates a relationship that fosters a positive association.

Keep your message positive. Scarcity and urgency are recognized consensus triggers, but make sure you use positive words to influence a positive reaction. “Hurry in for best selection” works better than “Others have missed out. Don’t be one of them!” “77% of your neighbors are already saving money” is a positive message, while “You’re paying too much!” is a negative one.

Brands use share counts on their websites as a type of social proof. If your article has 10,000 shares, people are impressed. There is credibility in numbers. But if you only have, say, 4 shares, people will view that negatively. It’s best to hide the counter on your share buttons if your shares are low.

It’s a good idea to get started by setting up your brand on several social networking sites to get a feel for where your product best fits in. Then you can focus your efforts on one or two sites. Don’t confuse “likes” with recommendations. If there are a lot of competitors in your industry and they all have thousands of “likes,” it becomes irrelevant. A good testimonial, however, is always relevant.

These days, social proof is far too important to ignore. With information overload comes the tendency to tune out. Social proof is a way to break through the noise.

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Take Advantage of “How To” Moments

man-791049_1280A few weeks ago, we shared our video about The Geek Squad Effect. Best Buy has leveraged the idea of providing useful information for free in a way that builds both brand awareness as well as their customer base.

Many businesses are taking the notion a step further by responding to “How To” moments or what Google calls “I Want To Do” moments.

“For big projects and small fixes, people look for how-to videos on YouTube, increasingly on mobile. Of smartphone users, 91% turn to their devices for ideas while completing a task.”

Major brands have come to understand the power of these “micro-moments,” when consumers need to know how to tie a tie, how to boil eggs, or how to draw a dog. Or how to fix their garbage disposal.

“Mobile has significantly changed how we connect with customers at The Home Depot,” says Trish Mueller, senior vice president and chief marketing officer. “We’re now laser focused on how we can use digital to deliver against our customers’ needs every moment of the day and every step of their home improvement experience.”

ODN23L0AC9These “signals of intent” help brands understand what a consumer actually wants and needs. The traditional marketing approach using one-way media does not allow brands to respond to their customers’ questions and needs. Brands that can successfully that successfully respond to those needs via digital media can drive customer loyalty, as well as sales. According to a Google Consumer Survey, “nearly one in three millennials say they’ve purchased a product as a result of watching a how-to video.”

“67% of millennials agree that they can find a YouTube video on anything they want to learn.”

Home Depot posts videos on YouTube on topics ranging from outdoor projects to choosing a new toilet. Target produces videos on fitness and home decor. Food Lion has videos on party recipes and instructions for how to carve a ham.

The key to making this work for your business is to identify the “I Want To Do” moments of your customers and how your brand can respond to these needs. Think about the questions customers have about your products and services. Make your videos easy to find by adding a description, tags, and details.

Connect with your customers where they are, through digital media.

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