This is a great infographic. It thoroughly explains the numbers behind viewers to conversions, gives some stats on the amount and popularity of video online, and even suggests types of video to implement. When you decide to start using video, here are a few things to consider:
What Tone will we use?
Video marketing can be effective in a variety of ways. Some brands use humor to market themselves, others showcase their level of expertise. Both methods work, but you have to choose which one will define your brand. If you mostly do serious videos, suddenly shifting over to broad humor could alienate your customers. One option that some brands have successfully undertaken is the healthy mix of serious and silly videos. This allows them to stretch their creative muscles and reach out to a broader audience. Some people will connect more with the serious documentary style videos, while others will better appreciate the humor.
Where will the videos live?
If you’re producing a huge amount of videos (one or more a week) having a dedicated YouTube or Vimeo channel is your best option. But if you’re posting less often, you want want to consider hosting the videos on your website. Websites with embedded video have longer session duration and higher customer conversion rates. Plus, with videos hosted on site, you don’t have to worry about viewers being lured away from your page. The longer you keep them on there, the more likely they are to connect with your brand.
How will you produce them?
It is entirely possible to create fun, shareable videos with a smartphone or built-in webcam. As long as that fits with your brand’s marketing, those videos are fine. But if you’re trying to create videos with high production value and a cinematic feel, it’s best to stick with professionals. Good production companies will be able to work well with your marketing team, incorporating your brand’s messaging and feel into the video. Plus, with professionals you don’t have to worry about someone teaching themselves to edit, or accidentally losing the master footage. After the project is complete, you have your video, along with the unused footage captured during the project. So if your site ever goes down (knock on wood) you won’t have lost your videos.
If you want to learn more about the video production process, and how Mark Leisher Productions can help you achieve your marketing goals, visit our Services page and watch our Demo Reels. And contact us with any questions!