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14
Dec
2018
How to Measure the ROI of Your Marketing Videos
Posted On December 14, 2018  By Jennifer Blessing Miceli  And has No Comment

Video Metrics and ROI. The basics. Measure the ROI.

Across the web, you will find studies and statistics that show the importance of video in digital marketing today. Across industries, marketers are using the format to educate their audience, highlight their products and services, and include social proof in their messaging.

But all of that is general. How can you make sure that the revenue generated through your own videos actually justifies its costs? In other words, how can you determine the return on investment for the videos you create? How can you measure the ROI on video? Follow these 5 steps to achieve measurement success.

1) Set Your Goal

First things first: you don’t know how successful your video will be if you don’t know what actually constitutes success. As a result, any video has to be set up with a particular goal in mind. The exact nature of that goal, of course, can vary widely:

  • Lead Conversions on a Landing Page
  • Engagement on Social Media
  • Shopping Cart Adds on Product Pages
  • and much more.

Each of these require a slightly different measurement strategy. But ultimately, they all follow the same principle: find a core metric, and use it as your benchmark for success. Having a manager measure the ROI for you? Be aware of the goal and expectation. And ask for clarification.

2) Determine Your Metrics

The general goal of your video helps not just in focusing its creation, but also in determining the metric you will use to track its success. Here, it’s best to focus on a single, primary metric that is directly related to the goal itself.

For instance, you can track a video’s impact on lead conversions by the conversion rate of the landing page on which it lands. Engagement on social media is measured through the likes, comments, and link clicks on the video post. Explainer videos are best tracked through total views, and views that cover at least 50 percent of the video.

3) Set up a Control Group

Now that you know what metric to track, it’s time to make sure you will know the difference a video actually makes as it relates to that metric. A simple way to measure the ROI and accomplish that feat is to set up two identical scenarios, one with the video and one without.

Depending on your channel, you can run the test simultaneously. A landing page, for example, can be easily duplicated to include a video on one version but no video on the other. Other channels, like social media, might require subsequent testing periods.

4) Build a Time Frame

Speaking of which: your next step should be to set up the exact time period through which you measure the success of your video. Don’t limit yourself in terms of the total lifetime of the medium; instead, set a relatively limited time period (such as one week) that still gives you enough data to avoid sample error.

5) Evaluate Results

After the time you have given yourself, it’s time for the big reveal: understanding exactly what results your video actually brought about. Based on your core metric and overall goal for the video, it should be easily to evaluate what return on your investment has actually brought.

If the results are inconclusive, extend the time frame. You can also take the metric further; if an explainer video on a product page resulted in a 20% increase in shopping cart adds, and you know that 60 percent of your customers usually check out their shopping cart, you can easily estimate how much your video actually provided in terms of additional revenue.

Determining the ROI of your video can seem difficult, because the metrics are not typically directly related to your conversion goals. But through the above steps, you can approximate the results, and improve your video marketing strategy over time. To learn more about creating videos with a positive ROI, contact us.

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08
Jun
2018
How To Use Time Lapse Video for Marketing Your Business
Posted On June 8, 2018  By Jennifer Blessing Miceli  And has No Comment

How To Use Time Lapse Video for Marketing Your Business

Normal video frame rates used today can vary from 24 frames per second to hundreds of frames per second (fps). However, when the fps is greatly reduced to a few frames per minute or even an hour, the effect speeds up the subject of your video. Processes requiring hours, days, or even weeks will appear to occur in the span of a few seconds or minutes. This is called time lapse video, and it enables you to view processes outside the normal range of human perception. Although time lapse is a well known video technique, businesses have yet to exploit it fully in their marketing efforts. Using time lapse video for marketing your business can be a smart option.

Time lapse video increases engagement and interest

Time lapse video can engage the viewer in any number of ways. Because it’s not commonly used in marketing, it’s a novelty for many consumers. This, plus video quality, will be enough to hold the viewer’s attention. Novelty is the reason for the effectiveness of time lapse whiteboard videos, in which a person rapidly sketches pictures or writes notes while accompanied by a narrative soundtrack.

Example of a time lapse video by Miceli Productions. STANLEY DURA-GLIDE GREENSTAR.

Time lapse also reveals interesting patterns such as stars moving in circles in the night sky, indicating the earth’s rotation. Fascinating lighting changes throughout the day are revealed. It’s well known in outdoor photography and painting, that an outdoor scene appears differently throughout the course of the day as the lighting changes. This effect has inspired painters to portray the same subject under different lighting conditions. Time lapse lets viewers watch these changes evolve in front of their eyes. Another interesting effect is the flight patterns of aircraft at night near an airport. Time lapse will make their lights appear like firefly activity.

Effects such as these can transform your marketing message into something artistic and even poetic. On the other hand, you can also make the ordinary appear humorous when certain types of activities are sped up, especially when accompanied by the right musical soundtrack. Time lapse effects can inspire, entertain, and educate.

Time Lapse Video for Marketing Uses

Covering every possible marketing use of time lapse video isn’t feasible because there are too many of them. How it’s used will depend on the marketing message, the business, and the imagination of those who create it. However, here are three examples to give you an idea of its versatility:

Telling a Story

Choose one of your busiest employees who moves around a lot and create a time lapse video of the person’s workday. You might title it “A Day in the Work Life of John Smith.” Perhaps John Smith is the CEO, a supervisor, or a hard worker in the shipping department. A time lapse video that compresses this person’s day into one or two minutes does a good job of highlighting the dedication and professionalism of your best people.

Miceli Productions used time lapse and hyper lapse as part of a tour of the Kingswood Oxford science building.

Showing a Manufacturing or Construction Process

The manufacture and assembly of complex products such as cars, sailboats, or airplanes in one or two minutes makes for fascinating viewing. It doesn’t matter whether the process is done manually, with automation, or with robotics, the video will hold the attention of your viewers.

Use time lapse video for marketing to impress customers, business prospects, or potential new investors. Many construction companies use time lapse to good effect by showing a multi-month construction project, from start to finish, in a short video.

Showing Your Customer Fulfillment Process

Even though the video is obviously sped up, a time lapse will nevertheless convey a subliminal message of a fast and efficient customer fulfillment process. Choose a complex order and follow its processing, including the warehouse activity involved in picking, packaging, and shipping the order to the customer. You might even include its delivery to a smiling and satisfied customer in either accelerated mode or at a normal video speed.

Today, people have shorter attention spans and less time for viewing lengthy videos. The time lapse technique readily accommodates this trend by compressing lengthy processes into a one or two minute video that will engage the viewer. To learn more about using this technique to showcase your business, don’t hesitate to contact us.

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12
Jan
2018
Video Metrics and ROI Statistics Point to the Future
Posted On January 12, 2018  By Jennifer Blessing Miceli  And has No Comment

Video Metrics and ROI Statistics Point to the Future of Internet Marketing

Are more and more of your competitors launching video projects? What do these companies know? More importantly, how can you leverage related video metrics and ROI to YOUR advantage?

Increase Email Click-Through Rates and Make the Leap to Online Video Marketing

28% of adult internet users use Instagram. (Pew Research Center, 2015)Forrester Research did the number crunching a few years ago. In the process, the experts discovered that videos embedded in emails during marketing campaigns yielded an increase in click-through rates. Typically, marketers saw two to three times as many click-throughs as they did without clickable videos.

Fast forward to today, and it is clear that this marketing phenomenon is not going away. Marketing statistics prove that Instagram, for example, is visited by 28 percent of adults on the internet.This site shares an estimated 95 million photos as well as videos on a daily basis. While a few years ago the use of videos in email marketing sounded like innovation, today the use of the medium is firmly embedded in corporate culture and consumer expectations.

Video Metrics and ROI Prove that Your Customers are More Likely to Do Business with You if You Market with Videos

BROKER REPORT Important Statistics from NAR®The use of marketing videos is not just industry driven. In many instances, consumer behavior shows that the individual buyer will prefer to do business with a company that uses the medium. Case in point is the real estate market. In its Broker Report, the National Association of Realtors reveals that 89 percent of home buyers used the internet to find a property.

As a result, a professional in the field is 44 times more likely to sell a home by featuring it online. Consumers are aware of these metrics. Seventy-three percent explain that they will do business with a real estate agent if the professional includes video listings in the firm’s menu of services.

Of course, in some situations, advertising with videos may be the only way for your target demographic to find you. Think about the 18 to 34 demographic. This segment of the population does not watch cable TV. According to YouTube, it pays attention to the videos on the site. The platform recognizes that this fact puts it in direct competition with cable networks.

Elements of a Powerful Online Video Ad that Gets Results

Commercial video production is not something you can achieve in a garage. Everyone has seen those late-night cable TV commercials that have a distinctly homemade feel. What they lack in professionalism makes the difference between being taken seriously by the shopper and being made fun of by the same demographic.

So, what does it take to create a good-quality video?

  • Script writing expertise. Even a brief two to three-minute video calls for a script. It should focus on search engine optimization as well as word usage that appeals to the targeted demographic.
  • Casting. The majority of people in advertising videos are actors. They are professionals who know how to act in front of a camera to elicit specific responses. Although amateur videos can be endearing, they may not have the quality your customers are looking for.
  • Filming. High-quality equipment use results in superior video quality. Because more and more consumers access online videos with mobile devices, quality is a must.
  • Post-production editing. Paying attention to the intricacies of editing is another crucial aspect of video creation. Professionals work with the content to ensure that it is in keeping with best online practices. Moreover, they will work with your management team to provide for the perfect encapsulation of your brand message.

It’s time to add video marketing to your toolbox. Contact us today to find out more!

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15
Nov
2017
I think you know this but… Here’s What Your Explainer Video Should Have
Posted On November 15, 2017  By Jennifer Blessing Miceli  And has No Comment

I think you know this but… Here’s What Your Explainer Video Should Have

Virtually all businesses, regardless of size, are beginning to better understand the many benefits of including a variety of video content in their marketing strategies. While it is a good idea to experiment with multiple types of videos such as live streaming on Facebook, professional video content for your website, and basic tutorials for product-based businesses, it is important to get one of the most basic kinds of video out of the way first: the explainer video. The explainer video is an opportunity to give your target audience a fundamental understanding of what your business is and what it can do for them. But how can you be sure that you are creating a captivating explainer video? Let’s take a look at four key things that every explainer video should include.

  1. A Story: An explainer video without an engaging story will merely bore your audience and have them nodding off in no time. While the whole point of your explainer video is obviously to explain to viewers what your business is about — its history, products and services, and any other pertinent information you want to include — the video must also be entertaining. Additionally, the story of your video should be about the customer, their needs, and how the product or service you are offering is able to fulfill those needs. When you make the video about the customer, it becomes more interesting to them. You want the viewer to be so stirred up with a sense of urgency after watching the video that they will take actionable steps to contact you and have their needs met with your product or service.
  2. A Logo: So many businesses forget to include their logo in explainer videos! You want to include your logo in the video so viewers have something to remember you by. Consider placing the logo somewhere at the beginning or end of the video similarly to the way news videos include their logos. Including your logo in the video is an opportunity to get the right amount of branding infused into the content and thus strengthen your overall brand identity over time.
  3. Contact Information: The whole purpose of explainer videos is to answer as many questions as possible that people may have for your business. However, the reality is that not every single question that every single person has can be answered in one video. So if after watching the video, a viewer still has an unanswered question, include some customer support information at the end so that viewer has the opportunity to take action and get in touch with you. Make sure the place you list and drive traffic to, is regularly checked and answered and can support the amount of traffic you anticipate.
  4. A Summary: At the start of the video, you should introduce yourself and highlight the main talking points before going through anything else. Fewer things are more irritating to a person watching video content than being five minutes into the video and still not understanding what it is about. Most people who watch explainer videos greatly appreciate having an executive summary at the beginning so that it is easier for them to follow along and so that they won’t feel like their time is being wasted.

Here’s an explainer video we recently created for Starling Infusion Center.  Take a look:

 

Looking for more advice on ways to create the perfect explainer video for your business? Need video content creation? Don’t hesitate to contact us. Our talented team is committed to helping businesses grow with professional video and photography that will strengthen their brands.

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27
Oct
2017
5 Creative Uses of Video Production To Make More Business
Posted On October 27, 2017  By Jennifer Blessing Miceli  And has No Comment

5 Creative Uses of Video Production To Make More Business

Like written content that comes in the form of blog posts, copy, and other marketing materials, video has become a fundamental element in business operations and branding strategies. There are countless ways that your business can benefit from using video production to make more business and to execute effective marketing strategies. Here, we will take a look at five of the most creative uses of video production to make more business for your company.

  1. Capture Customer Testimonials: You’ve probably come across a bevy of business websites that have written testimonials for visitors to check out. Hartford and New Haven video producers that can film testimonials and interviews.Why rely on the written word when you can capture customer testimonials on video? With video, you can showcasing real customer emotions and therefore provide a more impressive and convincing presence for future customers to view and base their decisions upon. In addition to video coverage of customer testimonials, you can get creative about how you showcase your customers’ experiences and also explore the possibility of producing video content about real life customer experiences and success stories.
  2. Showcase Your Products: Just as you can get a whole lot of high end video content centered on your customers, you can get plenty of footage on your company products. Product demo videos, service demos. Video production and photography for product demos.If you are launching a new product, you can create a promotional video to garner buzz and spread that video across social media platforms. Within the video content, you cold also create a “presentation” element to give your target audience a proper introduction to the product. If you have a line of products that are a little more intricate to use, consider making a product demonstration video. Have a catalog? Make certain feature product your key video content and make a library of product videos.
  3. Make Corporate Videos: Even if you run a small business, you will benefit tremendously from investing in videos that give your target audience a better sense of your company and the behind-the-scenes action that takes place there. Corporate Filmmaking from Miceli Productions. We produce, film and edit corporate videos.Small mom-and-mom shops and large corporations alike will see results in customer engagement and potentially higher sales when they provide the public with informative videos. In one video, you could center the subject matter on the history of your company and provide viewers with a comprehensive overview and “about us” introduction. Use video production to make more business by focusing the attention on your team of employees and give viewers a more personal look at everything that happens behind the corporate brand.
  4. Promotional Purposes: One of the most obvious, yet influential purposes of video content is to promote your business and build your brand. Image of Sony Headphones for link to Miceli Productions Branding & Marketing video samplesLuckily, there are endless ways you can leverage the medium of video to promote your business in creative ways. If you have an email marketing campaign, you can integrate short video clips into each email newsletter. Better yet, consider sending all of your email newsletters in video format to really grab the recipients attention and keep them engaged. Other methods of marketing with video include viral videos, content marketing, infomercials, commercials, tutorials, and landing pages. If you have exciting news to share, you can use video production to make more business by creating press releases, short clips, and other public relations material with the use of video.
  5. Miscellaneous Needs: While it is necessary to focus on the most powerful methods of marketing through video, once you have those established, it’s important not to forget the many other ways you use video for marketing and operational purposes. Consider creating Q&A videos, FAQ videos, live streaming, event coverage, and recruitment videos. Video can also be used for internal purposes such as designing training materials and educational resources for your employees.

Want to know more? Don’t hesitate to contact us today for a free consultation. Our team is dedicated to helping small and large businesses successfully apply video and photography to their marketing and advertising strategies. If you need new head shots, company images, video marketing content, or have other media needs, please reach out to us.

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02
Mar
2017
Current Work: Stanley DURA-GLIDE™ GREENSTAR product video
Posted On March 2, 2017  By Jennifer Blessing Miceli  And has No Comment

Check Out Our Current Work: Stanley DURA-GLIDE™ GREENSTAR product video

Sometimes a marketing video has to also work as an effective, captivating explainer.

If your product or service offers specific advantages that are not commonly understood by your prospective audience, buyer education is in order.  You will want to show unexpected features to your prospective customers in an engaging way.In the studio with Miceli Productions filming a live whiteboard product demo video.

Have a look at our latest project, introducing the Stanley DURA-GLIDE™ GREENSTAR product, where we took advantage of the animated whiteboard approach to engage the viewer and introduce the product. This project set out to clearly depict the notable features — such as the energy efficiency advantages — of this elegantly engineered sliding glass door system, defining terms visually by live-drawing them as the presentation proceeds.  We worked with the accomplished illustrator Chris Kunze in creating this piece.

All of our work involves collaboration with our amazing clients. We produced the Stanley DURA-GLIDE™ GREENSTAR product video by working closely with the team at Stanley Access Technologies, starting from their initial vision of the company voice and the product itself.

Behind the scenes on set with Miceli Productions video production.You’ll notice the value this video can provide to a first-time customer by seamlessly introducing new terms and ideas — such as the GreenFit Sealing system air restriction blocks.  As you watch the video, you see that term defined with a combination of animated sketches and actual sections cut from a door. No time is wasted explaining the vocabulary — it is simply shown, live, as the presentation flows. The more experienced viewer does not feel talked-down-to when this happens since the definition takes place visually as part of the action, not as a lecture or a caption, while the features are discussed.

There is no visual approach quite like the hand-drawn whiteboard video.

As you may imagine, the costs of a video created in this manner can be quite reasonable.  You have no location shooting logistics or costs.  The cast, costume and set design talent is limited to one illustrator plus a voiceover, possibly a member of your company, and a production assistant.  Often this means just one camera and one camera operator need be present.

The parts of the process that endure in this stripped-down scenario are familiar tasks we enjoy taking on. First, we work with our clients in an idea development process as we would in any video project. Once we have the idea defined, we can move into initial drafts and then complete our scripting. The shoot, in this style of videography, is the recording session with the illustrator live-drawing.  As you can see in the Stanley DURA-GLIDE™ GREENSTAR product video, there may be other props to assemble related to the product.Behind the scenes as Miceli Productions films an artist live drawing a white board video in the studio.

After the shoot comes the editing, where we tighten it all up and add the soundtrack, working in close consultation with the client.

One of the things we love about our work is that we meet great people with notable products.  This one, again, proved to be more interesting than we first expected. These automated sliding doors reminded us what retail establishments can do to provide a pleasant and more environmentally friendly experience for visitors, while adding energy cost savings to their bottom line.  Read more about the DURA-GLIDE™ GREENSTAR 2000 AND 3000: AUTOMATIC SLIDING DOOR SERIES here. Both the company and the product impressed us even more as we learned about their features.  We’re proud that both came across in the video.Behind the scenes, artist draws an image for a whiteboard product video.

We get that your product or service is entirely different.  We want you to know that when you work with us, we pledge to become deeply aware of your unique product or services. We believe you can appeal deeply to your target audience, while also getting noticed by those outside your core demographic. We have the track record, as well as the contemporary media awareness, to ensure your video will nail it. We’re not merely trendy, but do we know the current trends — as well as what’s cringingly passé — and we can help you understand how to work with what’s cool or what’s solidly mainstream.

Get in touch to talk about what you most want to do and to learn what’s possible.

Want to see a little behind the scenes?

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15
Feb
2017
5 of the Hottest Trends in Video Marketing You Should Use in 2017
Posted On February 15, 2017  By Jennifer Blessing Miceli  And has No Comment

Every year, the way we market evolves.

And thanks to the ever-changing tides of digital marketing, video marketing has become a predominant force in the world of business. If you are going to successfully build a bigger following and garner new customers, you have to pay attention to the trends in video marketing. In this post, we will uncover five hot trends in video marketing to take advantage of this year.

trends in video marketing

  1. Greater Video Growth on Facebook: Newer social media platforms such as Snapchat were designed specifically for video whereas older social media platforms like Facebook were not originally intended for that purpose. But we have seen a recent and rapid growth in the use of video on Facebook. In 2016, the social media giant introduced us to live video streaming and it is becoming even more popular this year. Businesses should expect to see even more video uploading and sharing and more live video streaming as well. More Facebook users are using the site to view videos which makes it a huge goldmine for businesses who want to strengthen their brand through video.
  2. Information Meets Entertainment: In 2017, you won’t be able to have one without the other. It’s called “infotainment” and videos will need it if they will effectively capture the attention of the viewer. In order to better engage your target audience, you will need to create videos that provide valuable and interesting information while keeping the viewer entertained. This can be done with high quality video content, illustrations, animations, music, and most importantly, resourceful, useful, and intriguing information.  Map with two continents and two points with an ocean between them.
  3. More Video in Web Design: More businesses will start implementing video content into their web design. Having short video on your homepage and other parts of your website will make it easier for you to connect with and engage your website visitors. When someone who has never been to your website before sees a click-worthy video (not spammy, but eye-catching and notably interesting), they will be more likely to view it and stay on your website longer.
  4. Shorter Videos Will be on The Rise: Remember those annoying advertisements that would play before you could view a YouTube video? They still exist, but now there is an option to skip the two minute ad after waiting for five seconds. The smart brands have wised up to this and now create videos as short as fifteen and even five seconds. That really requires brands to step up their game and come up with innovative ways to craft a poignant, memorable message in as little as five seconds. Short videos aren’t just on the rise on YouTube though; if you want to create a video that your target audience will remember (and will actually watch from start to finish), you need to keep it short and sweet. You would be surprised by how much information you can squeeze into a ninety second video.
  5. Consumer First, Product Second: Videos will need to put more focus on the consumer and less focus on the product. And for this to happen, you will need to do a hefty amount of research on your target audience to have a thorough understanding of who they are and what they are interested in. Your videos should cater to your target audience’s interests and then after establishing trust, you can begin to focus more on showcasing what products you have. Focus less on advertising yourself and more on building you brand. And the key to successful brand building is to personalize your brand. Video is one of the most influential ways to do that.

Want to learn more about the 2017 trends in video marketing and how you can take advantage of them? Contact us today!

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18
Jan
2017
5 Ways Your Business Can Benefit From Video Production
Posted On January 18, 2017  By Jennifer Blessing Miceli  And has No Comment

5 Ways Your Business Can Benefit From Video ProductionVideo production and video marketing are key in promoting your business and raising awareness of your brand. Miceli Productions offers video production services in Hartford CT and New Haven CT.

If you’re a frequent reader of this space, you already know: video works. By presenting your business and brand in a visual and engaging way, you can better promote it to interested audiences and raise awareness in the process. But that is just a general statement, so allow us to get more specific: here are 5 tangible ways your business can benefit from video production as part of your video marketing strategy.

1) Gain Awareness Effectively

Above all, video offers you the ability to raise brand awareness more effectively than any other type of content. In fact, research has found that 1 minute of video is worth no less than 1.8 million words.

Regardless of your industry, chances are your audience loves video. Even including the word in your email subject lines increases open rates by 19%. Not surprisingly, the majority of marketing professionals views video as the type of content with the highest return on investment.

2) Take Advantage of Online Behaviors

Dig a little deeper, and you’ll find just why video works so well. A 2015 study found that our online attention span is now at 8 seconds, which is shorter than a gold fish. That means you only have the blink of an eye to attract your audience’s attention.

Written content can’t accomplish that feat effectively. Visual alternatives, on the other hand, do. Especially on outlets like Facebook, which will autoplay your videos, you have an undeniable opportunity to reach your audience and accommodate their need for instant gratification.

3) Offer Something for All AudiencesI want to make my audience love my business video. How?

Another great advantage of video for your business is that you are not limited to a specific segment of your audience. Instead, you can go one of two routes: produce long form content that appeals to all of your potential and current customers, or multiple, smaller pieces that are tailored specifically to individual audience segments.

Every business has more than just one type of audience. Potential customers who engage with you will be in various stages of their buyer’s journey. They all want content designed specifically to help them make their decision, and they all love video.

4) Raise Your Chances of Going Viral

Put yourself in the shoes of your audience. What type of online content are you most likely to share. Chances are ‘text’ isn’t the answer. Blog posts can be, but the most effective content in terms of ‘shareability’ is visual.

Use Video To Increase Consistency Throughout Your Marketing.Think about it: when you share something, you want your followers to like something as much as you do. That feat is much easier to accomplish through video, which conveys a message effectively and concisely. Dollar Shave Club, for example, became a major digital brand through a single, effective, viral video.

5) Increase Consistency Throughout Your Marketing

Finally, one of the biggest advantages of a well-produced video is its versatility. You are not just limited to embedding on your website. Instead, you can include it in all of your digital marketing efforts.

Social media networks, such as Facebook and Twitter, allow you to upload the video directly. YouTube is another popular destination, which also allows you to embed video on your website and even in emails. By using your video in a variety of ways, you can increase the consistency of your message and more effectively reach your audience.

If your goal is to raise both audience engagement and brand awareness, video should be an integral part of your online video marketing strategy. Of course, the mere presence of video is not enough; you also need to make sure that its quality is good enough to reflect well on your business. Now is a good time — start working with a professional video production company that know what they’re doing. Contact us today.

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06
Dec
2016
What the Sequent Partners Study Tells Us about Video Metrics and ROI
Posted On December 6, 2016  By Jennifer Blessing Miceli  And has No Comment

What the Sequent Partners Study Tells Us about Video Metrics and ROI

You could almost hear the eyes rolling in small, dedicated video shops like ours when the media metrics experts at Sequent Partners announced their survey results on video as a sales tool. Marketers for major brands are enthusiastic about the future of digital video for driving sales — including later offline sales — but right now many of them are stuck on the idea of video ads as good for branding alone.ad-screen-on-street

The report, titled Digital Video at the Inflection Point presents evidence that many marketers are blinded by attitudes from the past.  As they said in their summary, “marketers today are more likely to view digital video as a branding tool with more than half seeing it as a superior tool for building brand awareness and favorability, telling their brand’s story and connecting with consumers emotionally.”

Yet 87% of these same 200 top marketing professionals surveyed reported positive ROI results from their own digital advertising. They seem to be unmoved by tangible trends in their own organizations, too. A majority — 65% — described digital as having an increasing role in sales, but merely 42% indicated that digital is better at driving sales than other media in general. This is a portrait of professionals who don’t believe their own eyes.

And the report speculates, this is all about to shift, dramatically.  An inflection point is nigh, and everyone will soon appreciate the value of digital video for advertising.  The report asserts that within a few years, when this gap in understanding closes, digital video will be widely accepted for addressing sales objectives.  The changes will lean on two features that are currently evolving — better digital ad targeting and better personalization systems for digital video ad content. This prediction should make the sponsor of the report — Eyeview, an ad tech company that specializes in the personalization of ads — quite pleased about future opportunities for providing better video metrics.

The comments in the report itself underscore the disconnect around these issues, marveling that significant numbers of professional marketers have failed to grasp the potential of digital video they have seen in their own operations. The report even used the term “complacency” to describe the attitudes found among marketers.

“The majority of marketers see digital video as a way to connect emotionally with consumers and tell the brand’s story in an engaging way. However, a large portion of marketers can see that limiting the role of digital video to branding efforts is a temporary stage in the medium’s evolution,” said the report. “They recognize the potential it will have in other roles as well, particularly in driving sales.”

advertisingWhat will bring these viewpoints into alignment? Better data should provide answers for those skeptical marketers. Improvements in determining video ROI are in the works, according to the report. As we all begin to see beyond site traffic, the value of video — and of specific videos —  to Internet viewers should come into sharper focus.

We’re watching with interest, and with a little touch of skepticism. Because we’ve been doing what we do for years, we have a deep understanding of the evolution of online branding, marketing & advertising. We’re hands on, and our small team prioritizes making a meaningful impression on real people, driving specific actions and learning what we can from all the data that can be gleaned. We know video is already a powerful tactic in more than one segment of our clients’ strategies. We have made videos work to drive actions as well as to create a warm halo effect.  Of course, we’re with the rest of the video world in wanting even better evidence to pinpoint ROI.

Our clients tell us we’re fun to work with because we draw on past experience and take an interest in the rosy promises of the future.  We take in the enthusiasm of this industry with a grain of salt. We haven’t forgotten the core mission of telling compelling — even edgy — stories. We’re figuring it out every day. Contact us and we’ll figure it out specifically for your company.

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27
Oct
2016
3 Ways Local Businesses Benefit from Creating Business Videos
Posted On October 27, 2016  By Jennifer Blessing Miceli  And has No Comment

3 Ways Local Businesses Benefit from Creating Business Videos

Local Business Videos

Small businesses are more adept and integrated online than ever before — including businesses that have a main focus on their physical storefronts!  The key for these local businesses?  They should take advantage of the opportunities the online space offers. Here are 3 ways local businesses benefit from creating business videos:

  • Events/ Documenting Business Culture
  • Marketing Purposes
  • Resources and CRMsmall-town

Events/ Documenting Business Culture

What if it was possible to document special business events throughout the year (picnics, concerts, presentations, yearly meeting, awards, testimonials, charitable events, donation drives, etc.), and then make the video available to: employees, the company blog, newsletter, social media, associates, etc.? With today’s social and cloud-based marketing resources, it is!

Capturing the beliefs and culture of a business through event filming can solidify a business’s brand and workforce. For instance, a local business may have a charitable event where they annually raise support and visibility for a cause they believe in. Filming this event would increase the visibility for the cause, increase customer loyalty, and attract potential customers. (Note: it doesn’t have to be a professional-level production.  We regularly advise our Clients to use iPhone-type video to share on social media.  It’s an inexpensive way to add additional content on an on-going basis for PR.  Save your dollars for the higher-level marketing and advertising campaigns where brand messaging is key.)

Using video is a great way to engage an audience, and it brings a dynamic tool for effective business strategy.

Marketing Purposes

All businesses can use video for marketing purposes, yet many small businesses don’t take advantage of it as a resource. Developing a video presence — on YouTube, social media, your business website, forums, local Chamber of Commerce sites, trade shows, newsletters, etc. — is a powerful marketing tool for small and large businessesWoman business owner reviews video metric for her content marketing plan.. Fresh and timely content, spread around the online world, is a great tool to attract your target audience.

For professional services: how-to videos and tutorials can be produced, including introductory videos for the business’s website, interviews with leading associates, or testimonials with satisfied clients. For businesses selling products: videos can be produced that highlight manufacturing, interview a product spokesman, relevant industry news, or new product spotlights. Advertising videos can also be put into the mix with local commercials spots created to air in rotations both on TV and the web.

Resources and CRM

Step-by-step and how-to videos draw in potential customers and keep loyal customers satisfied. Video is often used as a tool for customer relationship management (CRM), in order to engage, connect, and satisfy a target audience.city-street

A company website is the central location for a local businesses online efforts. Managing customer relationships with video resources is a great way to provide free resources to customers and potential customers. Example of these types of videos include self-help/knowledge-base centers, testimonials, how-to’s, tutorials, news, articles, eBooks, white papers, links, buying guides –the list goes on. And it can be targeted to what your specific customers are looking for.  A local HVAC company can provide a guide on the process of what it’s like for them to work in your house.  Answering your customers questions and speaking to their interests will build trust and captures sales in the end.

Effectively using video for general customer relationship management can give local small businesses a voice in the community and in the industry online. A video presence can bring brand solidification, customer referrals, and website growth; all attracting more customers into multiple sales funnels.

Summary

Small businesses can use video in these three ways to effectively attract positive attention, build their brand online and in-store, and enhance their overall CRM strategy. Most business owners would agree that video helps, yet may think outsourcing video production as a costly endeavor. This is often not the case, and hiring a professional video and photo service is an affordable business expense. Their experience can also inform you on how to implement a video strategy.

With limited resources, smaller businesses must be good at delegating aspects of their business process, just as they might engage accounting, insurance or IT professionals. Video production for advertising, marketing, events or CRM purposes can be outsourced on a project basis to a professional crew of experienced videographers, photographers, and creative storytellers. A service that has the equipment, experience, and expertise to create video and photos for any project.

Miceli Productions has worked with many local businesses to produce video content in Connecticut and the New England region; in our production studio, on-location, or remotely. We’ve also worked across the U.S. and beyond traveling to various locations.

With 14 years of industry experience, Miceli Productions has the expertise needed to create commercial quality videos for businesses, at a price they can afford. Please contact us to learn more.

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