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19
Jan
2018
3 Trends in Video Marketing to Boost Your Social Media Presence
Posted On January 19, 2018  By Jennifer Blessing Miceli  And has No Comment

3 Trends in Video Marketing to Boost Your Social Media Presence

Video content marketing has been extremely beneficial for the vast number of businesses that exist today. Part of what makes videos so useful is that they can serve multiple purposes on multiple platforms. For example, when visitors come to your official website for the first time, it might bode well for you to include a sleek, professionally produced video on the homepage that contains pertinent information related to your company. A video can also be useful for your business travels so that you have another way to explain your business to people with whom you come in contact. But what seems to be the top platform for video content right now is social media. If you are going to implement a video marketing strategy, you’ll need to use your videos on social media to develop an even broader audience. Let’s take a look at some current trends in video marketing and how to use them to boost your social media presence.

  1. Quality Will Outperform Quantity: This is applicable to most things in the business sphere; if you want to win over your audience, you’re only going to be able to do that with high quality video content, not a surplus of video content. Tempting though it may be to churn out video after video with the hopes of attracting and maintaining the attention of social media followers, it will prove to be more damaging in the long run. You really don’t need tons of video content to make a good impression. Instead, you need high quality video content. And high quality means that it should be produced professionally with the right equipment, and the content within the video must be of interest and value to the user. Focus on developing smart, laser sharp strategies with your video content rather than uploading videos with no end goal in mind for those videos.

    Image by Blogtrepreneur.
    howtostartablogonline.net

  2. The Video Marketing Budget Will Continue to Grow: As video content continues to take up more of the “content pie”, so too will the budget for video content marketing continue to grow. More companies and brands will place heavier emphasis on developing more strategic video marketing campaigns and that will require them to shift the marketing budget toward video content. And not only will the video content budget continue to grow in order to boost brand identity on social media and other parts of the web, so too will the budget for video advertising. Don’t expect to see a lack in brands that continue to invest in video ads on YouTube and other social media platforms.Wordle on Video Content Basics
  3. Engaging Videos Will Be Become “King”: Of all the types of video content that exist, engaging videos will be at the top of the list. These videos prioritize conversation. For example, once the video ends, viewers will see text that includes instructions like “leave a comment”, “subscribe”, and “share this video”. So when you are creating your video content for social media, you are going to want to include these phrases since the purpose of them is to capture and hold the attention of your viewers. It is vital that you create engaging videos since they will show platforms like Facebook and YouTube that your video is doing well enough to rise to the top in rankings and visibility, thus getting more people to see and share your video.One of the benefits of using video for marketing and advertising, is that it creates a strong sense of trust within your audience

Want to learn about the many other trends occurring in video marketing both online and offline? Feel free to contact us today with any questions or comments you might have. Don’t forget to visit our official website and keep reading our posts for more free resources.

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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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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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27
Sep
2017
5 Super Valuable Video Marketing Tips From The Experts
Posted On September 27, 2017  By Jennifer Blessing Miceli  And has No Comment

5 Super Valuable Video Marketing Tips From The Experts

If you have very little experience in the realm of video marketing, but are looking for ways to broaden your knowledge on the subject, you have come to the right place. Video marketing is an extremely useful tactic that should be used by business of all sizes. It comes with many benefits that can lead to increases in the strength of your brand identity and sales. However, in order to be successful, you have to be armed with the right resources. In this post, we’ll take a look at five valuable video marketing tips provided by the experts.

  1. The First Few Seconds Are The Most Important: Timing is everything when it comes to creating effective video content. Many experts you talk to will tell you to focus on the first ten seconds of the video.
    The First Few Seconds of a Video Are The Most Important.

    The first few seconds of a video are the most important.

    In that short amount of time, you need to capture the viewer’s attention in such a way that convinces them the rest of the video is worth watching. It’s also important to know that nearly half of viewers stop watching the video after one minute (that is, if it wasn’t informative and entertaining enough). To summarize, strive to keep the video you are creating relatively short, as shorter videos tend to be the more successful ones.

  2. Intended Use is Just as Important as The Content Within The Video: Overwhelmingly, video marketing experts will tell you that having a clear idea of your intentions for the video are equally as important as what’s in your video. Having the most awe-inspiring video ever created is of no use to you if you don’t have a marketing strategy in place to roll it out. Before the video is finished being made, know what you are going to do with it and how you expect it to fulfill your marketing goals.
  3. Animation Works: When you sit down with a video marketing expert and solicit their advice, many will tell you that implementing animation is very effective. For example, integrating an animated character into your video is effective because it brings viewers back to their childhood and they connect to that emotionally. Videos with animated characters are also more likely to retain the attention of the viewer for a longer period of time. Short animated videos are fun, and can connect with people in a different way than live action video.

    Animated video created by Miceli Productions in collaboration with dreamscapes design group for Just For School Teachers.
  4. Know The Benefits of The Many Social Media Platforms: Every social media platform works differently and therefore the way your video is received across unique social media platforms will be different.

    Image by Blogtrepreneur.
    howtostartablogonline.net

    If you plan to release a longer, more educational-based video, you will have greater success on YouTube instead of Facebook. If you want to promote your video and hook viewers, Facebook is where you will see the best results. It’s also worth mentioning that in the last year, Instagram video viewership has gone up by 40%. But like Facebook, these videos should be kept relatively short. Above all, know where your audience resides. If you’re targeting grandparents, you might air your video on Facebook instead of Instagram.

  5. Use All The Right Tactics And Resources to Make Your Video Stand Out: We live in an era where information is widely and readily available to virtually everyone. People are fortunate enough to have access to a plentiful amount of resourceful material related to video marketing. If said resources have proven to be effective in the past, consider using them. Many experts would tell you that using email marketing in conjunction with video marketing is quite effective. Almost universally, all marketers agree that an emotional appeal is a way to see greater success with your video. Above all, be authentic and true to your brand with your video marketing content.

Looking for more advice? Contact us today! Our team is dedicated to helping small and large businesses achieve their growth goals through the mediums of video and photography.

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20
Sep
2017
Trending now: Leverage your video to get new leads!
Posted On September 20, 2017  By Jennifer Blessing Miceli  And has No Comment

Trending now: Leverage your video to get new leads!

Congratulations! You’ve gone through the (mostly) painless, but nevertheless time-consuming process of getting a video made for your brand. There were numerous scripts and lots of digging into your company’s history as you crafted the story around your perfect pitch for all the world to see. Now, you have a perfectly crafted, 2-5 minute pearl of content with an elegant balance between providing value and advertising. So, what do you do with this wondrous piece of media, so full of potential? You need a plan to leverage your video and get viewers.

A video does you no good if no one watches it. Have a plan to leverage your video and get viewers.

Too many video production companies leave clients high and dry with content that they have no idea how to effectively leverage in today’s social media sphere. Is the video formatted for optimal playback online? Is it a favorable codec for YouTube, Vimeo, and Facebook? A video does you no good if no one watches it and it sits on your desktop. Have a plan to leverage your video and get viewers. It’s time to get your content out into the world and in front of the target audience you so carefully crafted it for. Here are a few key places to get you started.

Your Website

We’ll be starting by dispensing the obvious choice first. Your website should absolutely have your video featured on it, especially if you’re a small business. Where your video ends up on your website is dependent on what the video is about. If it’s an introduction to the business then there’s no question, you should place it front and center on the homepage (or landing page). If it’s more about the founding or history than the About Us tab would work well. If it’s a summary or demonstration of your products, it could still go on the homepage but could also live in your e-commerce section. Don’t worry about having your video in too many places, make sure it’s easy to find (but turn off auto play).Rex Forge Homepage. New website photography by Miceli Productions. Rex Forge provides Critical Forged Steel Production. Hartford, CT.

Depending on who’s hosting your website you may need an external video hosting service to properly play your video. Many website hosts have extremely limited space or charge a premium for larger media content like videos. The easiest solution is to use a source like Vimeo for permanent hosting. Vimeo is already a good spot to have your video and it has a professional edge to it that will fit in with your sleek website. YouTube is an alternative host, and you should have your video featured on YouTube (you should probably have an entire channel), to ensure you are capitalizing on the search algorithms that Google (the parent of YouTube) has in place.

NOTE: Embedded YouTube videos show related videos based on their own search algorithms. This means visitors to your site can get lost in cat videos or worse, your competitor’s content! So, it’s extremely important to have your Channel settings selected appropriately so “related content” won’t be displayed on your website.

YouTube and Vimeo

Have your video on both of these websites independent of wherever else you post it. Vimeo is handy for an easy permalink you can send to clients and other businesses. With a business account, you can have a link like vimeo.com/yourbusiness/yourvideo. The link doesn’t look spammy so the link won’t scare people. It’s also short enough to stay memorable and be easily typed into a web browser.

YouTube is still the world’s powerhouse of video content. You should have a channel dedicated to your brand; it’s as important as having a Facebook page. Even if you don’t have a channel, YouTube offers a free source of viewership and discovery for anyone looking up your company. It also offeres customizable playlists that can be useful for sharing out a series videos. Above all, keyword your videos and make sure anyone searching for your brand name finds your video first!

Facebook

Getting views on Facebook isn’t as simple as posting a link to your YouTube or Vimeo or even your website. Facebook has a strategy to become the king of video online; they support and promote native uploads. This means you should upload the video using Facebook’s uploader instead of linking to it. Facebook will reward you by showing the video to more people on Facebook than it would a linked video. You can pin the video on your Facebook page so any new visitor can watch it to quickly learn what your company is all about.

Physical Copies

Copy your video on to a flash drive or DVD. This allows you to take it around to places that may not have a computer. Your company video can get a lot of mileage at Trade Shows and Conventions where most booths are just piles of advertising pamphlets. A video is a great introduction if you want to talk with anyone who stops to look, even if they don’t watch the entire thing. Professional production companies can make your video loop so it can run at your station even if you’re making the rounds, shaking hands. That is, after all, what you designed the video to do. It actively advertises for you. It features the best that you have to offer completely independently. If you’re thinking about using video in person, also consider 360º video or VR video (virtual reality) to give users a complete picture of what you’re sharing.  We can help you leverage your video and select the right video for the specific application you have in mind.

Now, start maximizing your video! Get it out there into the world and get new leads to walk through your door. New some advice on how to leverage your video? Give us a call (203) 936-7761 or Contact Us.

Homepage video for Maximum Sound & Security

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12
Apr
2017
10 Trending Ways Marketers Are Using Video
Posted On April 12, 2017  By Jennifer Blessing Miceli  And has No Comment

Trending ways to use video marketing

Video is now a cornerstone tool for many marketers and new ways of using it crop up everyday. With so many new channels and opportunities opening for the use of video marketing, we’re going to take a minute to discuss 10 trending ways to use video marketing.

Live Webinars

Live webinars are extremely effective. Many things factor into this, including the excitement that builds up before the start of the webinar, the community feeling that is created by

watching a presentation live together with many other people, and the limited time offers that are presented during the webinar and through follow-up emails after the webinar.

Automated Webinars

Automated webinars are essentially webinar replays that appear to be live. This is accomplished by setting up a landing page where users can register for the webinar, which will bereplayed during specific preset times. Visitor stat counters are active during these replays, and you can even have an assistant answering live chat questions. Automated follow-up emails also appear to be live and contain “limited time” offers.

Facebook Live VideoFacebook Live Logo

You don’t have to hold your webinar on a platform such as WebinarJam or GoToWebinar. Facebook Live is a fantastic free platform that many brands (and even the White House) are using. Send an email out to your subscribers before the live presentation starts, and post about it on your Facebook page. The best part is that Facebook will itself notify your followers when you are live.

Instagram Video

Instagram now allows for videos of up to 60 seconds. Use this opportunity to give your followers an inside peek into your staff, company, backend office, etc. This is a great way to connect with your fans on a personal level. Don’t be too promotional; make it fun and exciting.

Snapchat Videos

Snapchat isn’t a platform that marketers should ignore. It has millions of users and is very popular among young people. Snapchat videos are short; they’re only 10 seconds each. It’s great for revealing new product launches or exclusive coupons.

The best part of Snapchat is the ability to create “stories,” which are basically a string of 10-second videos. You can reveal several new and exciting company developments at once. Offer a coupon at the end of the story to get people to watch through the entire thing.

Twitter

Twitter is another platform where videos come in handy. Your regular tweets are limited to a small number of characters; uploading a video is a great way to fit more in. You can use also Periscope, Twitter’s live streaming platform, for live presentations.

Tumblr

Tumblr isn’t just a micro-blogging platform. It’s great for uploading images and short videos. Funny GIF videos would work well with Tumblr’s user base.

YoutubeWeb video for marketing and business

How can you mention video marketing and leave out Youtube? With billions of users, Youtube is the world’s largest video sharing platform. It’s great for marketing: cards, links, and call-to-actions are easy to set up. Videos can be embedded on your blog, and Youtube videos tend to rank high in Google’s organic search results. It’s also a great place to hold live presentations.

Vimeo

Vimeo is much smaller than Youtube, but it still deserves a mention. You’ll have less competition than Youtube, making it easier to get discovered. Users also won’t have to sit through ads before your video starts playing.

Other Social Platforms

There are many other social platforms that don’t support video, but can still be used to drive traffic to your existing videos that are hosted on Youtube or elsewhere. You can pin your videos to Pinterest or share them via email or on Stumbleupon, LinkedIn, Reddit, and many other platforms.

Consider these trending ways to use video marketing when you create your marketing plan. And, for all of your video production needs, contact us.

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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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22
Nov
2016
Video Testimonials Speak for Your Company’s Awesomeness
Posted On November 22, 2016  By Jennifer Blessing Miceli  And has No Comment

What’s a great way to let potential customers know how awesome you are? Video Testimonials.

We film video testimonials all over the country. And they are important marketing assets to our Clients and how they reach out to potential customers. Here’s series of client testimonials for Continuity — a New Haven CT based company whose specialty is automating regulatory compliance in the national banking industry. Continuity is particularly good at what they do — and they do it across the country — so we flew all across the country to get testimonials.  Location after location generated more and more footage of satisfied customers that had their mandated banking compliance processes revolutionized by Continuity’s products.

Do you Clients love you? Get them to tell others!

Continuity’s Testimonial Webpage, Videos produced by Miceli Productions

It’s our job to craft the story. We made the testimonial videos speak directly to the people most impacted by Continuity’s changes within the bank – the CEOs and the Compliance Officers. There’s no question that these two positions are greatly influenced by the task of regulatory compliance. The Compliance Officer’s job is to be sure that the bank or financial institution is compliant to the regulations set by Washington. Since these regulations cover a wide range of topics and are constantly being updated, this job can amount to hundreds of thousands of pages of regulation that a Compliance Officer needs to review and respond to. And, there are penalties given to banks that miss compliance deadlines – and that falls on the CEO’s shoulders.
These two positions are the most influenced by the effects of regulatory compliance.  So by getting them to give a positive testimonial on their experience, they can speak directly to other individuals in those same positions at other financial institutions. We interviewed CEOs and COs here on the East Coast, in the Mid-west, and over in Colorado – all to get the story of what life was like before and after implementing Continuity software products. These testimonials provide first-hand knowledge of how the product was used, the everyday problems it solves, and answers the question of why a bank might invest in using this SaaS product offering.
Have great customers that can share their experiences with others? Ask them for a testimonial.  We can help capture your satisfied customers on video. Contact us today to produce your video testimonials.
Continuity Client Testimonial — First National Bank of Durango
Continuity Client Testimonial — Atlantic Regional Credit Union

Continuity Client Testimonial — Security Bank
Continuity Client Testimonial — Grand Rivers Community Bank

Continuity Client Testimonial – First Southern Bank

Continuity Client Testimonial — Fairfield National Bank

Continuity Client Testimonial — Emprise Bank

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06
Oct
2016
Does your video strategy need a metrics and ROI review?
Posted On October 6, 2016  By Jennifer Blessing Miceli  And has No Comment

Does your video strategy need a metrics and ROI review?Woman business owner reviews video metric for her content marketing plan.

Companies that are following the video landscape this year know that Facebook is now giving considerable priority to video content. If you are paying attention, you know that this has not made YouTube irrelevant.  These two channels anchor your video strategy — if not your whole content strategy — for most video outreach content. Now more than ever, companies should be reaching their clients and customers with video and learning from the metrics they track.

Knowing what you want to do with video is a solid start. Are you creating content that captures potential customers searching for how-to videos on your product, services or area of expertise?  Then pat yourself on the back for having vision and goals, my friend. But know that for many companies, maintaining video production output goals and evolving useful metrics into actionable feedback present more of a challenge. Use this self-assessment checklist to determine whether your approach is working for you.

Have you updated the way you calculate ROI for your video outreach this year?

Return-on-investment is not a “set-it-and-forget-it” metric. The change of emphasis at Facebook should make video production more valuable in general, but the efficacy of visual storytelling will vary depending on the quality of your videos as well as the intrinsic visual appeal of your business sector. There is NO substitute for paying attention to specific videos and poring over the analytics to estimate revenue generated by each one. If you make changes to your pricing or revenue streams, updating ROI calculations promptly will be key to understanding the costs of your video content program.

Do you repurpose strong video content effectively?

If you are producing longer-form video content and not pulling out short segments for use in new contexts, look into the opportunities repurposing can bring.  If you add a video platform such as Facebook, Twitter, Instagram or Vine, consider excerpting some of your best previously produced work for presentation as tight little clips. Short clips can be a little bit challenging. Vine videos can’t exceed 6 seconds in running time. Twitter videos can be around 15 to 20 seconds. Embracing these tight video lengths pulls your marketing outreach into a focus that only brevity can compel. You may find that the process of editing down excerpts helps you create shorter “long” videos, too. Shorter, tighter video means less abandonment by your watchers.

Designers in a meeting crafting the best plan for business video strategy.Transcribing those segments gives you even more flexibility in upcycling strong moments from your video library to some platforms.

Are you paying attention to the correct metrics?

The simple metrics built into the major platforms are the first place to look, of course. YouTube and its parent company, Google, have been leaders in analytics for decades now. By all means, check weekly or more often to see whether your video posts show up listed in your Top Tweets.  On Facebook, start by sorting “Insights by Post Type” to compare the reach and engagement of your videos with the other types of content you post. Simple indications of interest come first. There are a variety of ways to measure the success of a specific video. You’ll gain useful insights by tracking view counts, watch-time, shares, and comments.

Noticing engagement — what interests your followers — provides crucial insights, but you will need more insights to understand the ROI of your video marketing. Track intermediate steps such as lead generation as well as revenue.  You must follow the money on a granular level to determine whether your video initiatives are worth the investment.  Make sure to include calls to action in your videos, drawing watchers to your website for more information. Well-crafted calls to action can be tracked and carefully honed over time to improve ROI. Link tags called UTM parameters allow links you provide near your videos to be tracked specifically in Google Analytics. Some video platforms provide the ability to incorporate the act of email capture into launching a video player, and may improve the granularity of feedback you see.

Do you know what actually works for video virality these days? 

Video that went viral two years ago might not take off today. Keeping aware of what’s hot can inform your aesthetic, if your own video content tends to be trendy. Even if your video content is paced to be educational or is markedly niche in subject matter, watching top trends can provide inspiration. In addition, the methods for tying viral videos to revenue streams are evolving, too. This piece about a viral video master on Facebook may inspire you to align your video program with an email subscription signup, for example. Build Facebook trends into your video strategy. Watch for trends among your followers. Take the newest meme and post a Facebook video that plays with the concept. Include trending hashtags to attract views from those who are watching the relevant trends.

 

We’re a Photo and Video boutique creating commercial images for branding. We have been working with video strategy for 14 years. We used to be just edgy. Now we’re edgy and wise. When you contact us, we’ll discuss your current strategy with you to see whether we can improve your video ROI.

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22
Sep
2016
How to Improve Your Video Marketing ROI
Posted On September 22, 2016  By Jennifer Blessing Miceli  And has No Comment

How to Improve Your Video Marketing ROI

You don’t need a viral video to have success with video marketing. Studies have repeatedly shown the impact video has on marketing results. According to Hubspot, emails with videos receive 200-300% higher clickthrough rates; videos increase landing page conversions by 80%; and 64% of people are more likely to buy a product online after watching a video.

Instead of worrying about making a video go viral, you should aim to increase your ROI from video marketing. You can improve your ROI by analyzing how your video content is currently performing, brainstorming ideas to replicate what’s working, and letting go of unsuccessful strategies.

A man on a mountain proclaiming your can improve your video marketing ROI. Analyze. Brainstorm new strategies. Cast away the unsuccessful.

Here are four specific ways to improve your video marketing ROI:

1. Learn from Your Video Marketing Successes and Failures

Look at your most successful videos, as determined by your KPIs (key performance indicators), and figure out why a video was a hit with your target audience. Did it trigger a certain emotion within them? What was that specific emotion? What in particular about the video caused that emotion in your audience? Did it then trigger a buying action? Use your insights in future videos to improve your marketing. You may even want to survey your audience for additional insights. The opposite holds true too: if you think a video performed poorly for a certain reason, don’t repeat the mistake in future videos. Did your audience click away at a certain point? Did they watch the video all the way thru but not take the action you desired by their watching? Knowing your metrics can help you generate videos that are better received by your audiences and help improve your video marketing ROI.

2. Take Hints from Viewing History

The viewing history metric in video marketing indicates how interested a viewer is in your videos. For example, let’s say that viewer A watches the first 15 seconds of two videos and viewer B watches the full duration of two videos. It’s wiser to try converting viewer B because their viewing history shows that they’re interested in your content, whereas viewer A left after 15 seconds. This isn’t the only way to determine which leads matter most to your business. Other possibilities include the CTAs they responded to and the type of content they watched. Take the time to study these metrics and analyze where they might be improved.

3. Monitor Your Audience’s Attention Span

Attention span represents at which points you held a viewer’s attention and for how long. Look at the time stamps where attention span dipped for your video and contemplate WHY it did. Was it a boring part of the video? How could you present it in a more engaging way? Was something said that turned off people? Keep your mind open to other possibilities. It’s not necessarily something that was did or said — it could be a lack of the information they thought there were going to received, or something that was missing.  Or perhaps your views were not targeted correctly some people watching are not the customers best matched to your brand message.

Michael Litt, the CEO and co-founder of Vidyard, shared that one of their videos experienced a sharp decline in attention span at the beginning of the video because it was set to autoplay on their landing page. Turning off the autoplay feature solved the problem. The bottom line? Get data and reconfigure if needed.

4. Integrate Video Engagement Data with Customer Relationship Management

Another way to improve your video marketing return on investment is to integrate video engagement data with your CRM software. If you set up this feature, video engagement data will automatically sync with the contact’s record in your CRM dashboard. You can see which videos a customer has watched and for how long they stayed on the video. Once the prospect has reached a certain percentage of content consumed, have your sales team interact with him. A good strategy is to ask questions that are inspired by the videos he watched.

Conclusion

The best way to improve your video marketing ROI is not to implement the latest tips and tricks but to analyze your past video performance metric. You can find areas that need improvement in addition to clues as to what works best with your target audience. You’ll get a better idea of what type of content they like, how long they want videos to be, and what keeps them engaged. There’s a lot of valuable information you can glean from paying attention to your video marketing metrics.

Contact Miceli Productions. Great video content creation starts by crafting engaging stories. We can help.

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