Producing Effective Marketing Videos

Producing Effective Marketing Videos

What are the qualities to look for when choosing a company to produce marketing videos? Most business owners have no idea what it takes to make an effective marketing video, one that has high relevance in search results and also holds viewers’ attention from start to finish. Uninformed business owners often think a good marketing video should have all the qualities worthy of a Hollywood production. With this mindset, they spend more than they should and the video, which may look good visually, isn’t effective in bringing traffic or promoting sales. Selecting a video production company usually begins with an online search. All the companies that are displayed on the search results page may seem like good choices, with some showing photos of video cameras, video lights, green screens, and various other equipment to give an impression of their capabilities. But all this hardware isn’t an indication that the firm can deliver an effective marketing video. So, it isn’t surprising that the selection of a video production company can be confusing. Well then, just how should a business owner choose a video company that can provide him/her with effective marketing videos? Business owners wanting to add videos to their websites are often mistaken in thinking that it’s like making a TV ad, but the typical three-minute business video is really nothing like the usual 30 second TV ad, and this can lead them to choose the wrong company. If the typical uninformed business owner can be excused for not basing his or her selection on the necessary criteria for making effective videos, how would the savvy business owner make this choice? They would choose a good cinematographer, the person behind the camera. If expense were no object, they might choose Claudio Miranda (Life of PI, Benjamin Button). Of course, they would also want a good video editor, maybe William Goldenberg (Argo) or Michael Kahn (Lincoln). How about a script writer? Well, maybe they would hire Woody Allen (Midnight in Paris) or Wes Anderson (Moonrise Kingdom). Oh, and let’s not forget a good director, maybe Steven Spielberg, George Lucas, or how about Martin Scorsese? Let’s not forget that our knowledgeable business owner would also want a good Internet marketer on the team, someone who knows how to properly tag, bookmark, and distribute the finished video on multiple web and social media sites so that it ranks highly in search engines. So, they would probably want to hire Michael Koenigs (Traffic Geyser), or maybe Brendan Burshard (NY Times best-selling author, Experts Academy), or Mike Dillard (Magnetic Sponsoring, MLM Traffic Formula). Having access to this A-list of talented people would obviously provide a blockbuster marketing video, but let’s face it, they’re not available. Of course it’s comical to imagine these people making a marketing video for your business, but the skills they are noted for really ARE necessary for making an effective marketing video. What are those skills again? To make an effective marketing video you need a videographer, video editor, script writer, director, and Internet marketer; and these are the basics. To get really fancy you might want to hire a spokesperson/model, makeup artist, sound mixer, or lighting expert but these are optional. So now you know what to look for before hiring a video production company. The good news is...

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Video Marketing What To Say How to Say It

Video Marketing What To Say How to Say It

What should you say in your marketing video? Should you tell your audience about you and your company, as in a TV ad? Should you advertise your product or services in your web video? Actually, no. The purpose of web video is not to advertise; at least not directly. In fact a web video is nothing like a TV ad, because unlike an ad, its purpose should be to educate or illustrate. Often times a business owner setting out to make a marketing video doesn’t know what to talk about, and quite naturally talks about himself, his business and its products, but that’s a mistake. What you want to do in planning your web video is to provide an answer to a problem for which the viewer is seeking a solution. The video should not be about you or your company. The video should offer an informative, practical answer to a question a visitor might enter into a search form. For example in the case of a video done to market a plastic surgeon, a viewer might be searching for a question regarding facial rejuvenation. A video can detail the steps taken in such a procedure and what a viewer can expect when visiting the plastic surgeon for the first time. The video can point out step-by-step the process involved in such surgery so that the viewer is better informed about the overall procedure. It should NOT say “come see us at XYZ plastic surgery because we are the best in the business”. Rather, following the informative video there should be a call to action that doesn’t appear as a hard sell. For example “call XYZ plastic surgery for more information or for a consultation”. Now that you know what to say in a web video, you need to be able to communicate it in a way that takes advantage of the medium’s power of entertainment, education, and personal appeal that no other medium can match. An important part of this is also being able to speak in a convincing manner. Videos can make an emotional appeal to the viewer in a way that text simply can’t. Since the object of any marketing endeavor is to generate sales, a video is often the best way to motivate the viewer to buy. Video spokespeople should be able to make emotionally charged presentations that motivate viewers to take action such as picking up the phone and calling. A polished spokesperson can easily make a video that is compelling. Compared to text, video offers business owners the opportunity to reach out to their prospects in a powerful and irresistible manner. The opportunity to reach out directly to prospects through video gives viewers the information they were seeking in a way similar to person-to-person contact. Through the medium of video, you can make an emotional appeal to viewers to cause them to take action and purchase your product or service. Videos should contain content that is visually informative. Not only can the viewer see and hear the speaker but they can also see examples of the product or service being offered. Video testimonials are another great way to present the company’s product or service. Using video a company can show the beneficial effects of its product on existing satisfied customers, something that can’t...

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Your Business Needs Web Videos

Your Business Needs Web Videos

Videos can be found throughout the Internet but for some reason many businesses don’t use web videos as part of their marketing strategy. There’s really no excuse for that because video is the most powerful and effective means of communication that any business can use to market itself to prospective customers. Videos about you and your company are a far more compelling communication strategy than plain text. Instead of your prospects reading words on a page, they can sit back watch and listen to an informative and entertaining message. So, it’s strange that such a small percentage of companies have videos about themselves on the Internet, not only on their websites but also on social media sites like YouTube Facebook. Amazingly even many companies that advertise on television don’t have videos on their websites when people come to visit. That’s especially puzzling since the cost of producing an Internet video is far less than the cost of a 30 second TV commercial. People who visit company websites that have video content also spend significantly more time than on sites that don’t. Businesses that use with videos on their websites have a significant advantage over their competitors who don’t, because the video is far more engaging and gives more information to a prospective customer. In a typical three-minute video, a viewer can learn about the business, about the business owner (very important for personal service providers like attorneys, doctors, and dentists), and hear directly from the company’s principal about his expertise in the field. Through the medium of video a prospective client gets an impression, often subliminal, that can be a determining factor in his selection of who to do business with to solve his problem. Videos can also (and should) be tagged with keywords so that the subject of the video is relevant to search engines, much like text articles or blogs. People typically search the web to find an answer to a problem when looking for someone to help them solve it. They key a question or topic into the search box and the search engine returns a list of items that are relevant to the search. Very often a video or videos are included on the first page of search results returned, represented by a small image or graphic. Because of the distinctive graphic representing the video, the viewer’s eye naturally goes to the graphic rather than the text listings. In fact search engines often ascribe higher relevance to video content than text content alone. But that’s only the start of many compelling reasons why every business should utilize videos as a marketing tool and place those videos on its website and on social media sites. Videos show viewers who you are and they can learn about you and the services your company provides in an entertaining, informative, and engaging manner. A video also gives the business owner the opportunity to provide examples of the work that he’s done in a way that the viewer can relate to his own problem. Hearing from a business owner directly through the medium of video, a prospect can come to regard him as an expert in his field and a person they can trust to help them solve their problem. In short, a web video can engender trust and confidence...

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New Rules for Pension Plans in the United Kingdom

New Rules for Pension Plans in the United Kingdom

Aviva manages retirement benefits throughout the UK and is, actually, the largest insurance services provider in the United Kingdom. As of 2012, Aviva provides over 53 million customers worldwide with investment services including insurance and savings products. With extensive experience managing pension plans, Aviva is typically abreast of the most recent requirements. The government of the United Kingdom has unvieled new legislation to reform pension plans. These reforms will affect all employers doing business throughout the UK. Among these reforms are a new requirement to automatically enroll new employees in an employer’s pension plan, and another requirement mandating employer contributions to employee pensions. Another part of the new legislation is the introduction of the National Employment Savings Trust, or “NEST”, as it is known. Employers throughout the UK must familiarize themselves with the new rules, which are scheduled to take effect beginning on October, 1, 2012. They must therefore be informed as to how this new legislation will effect them and their employees. Several of the particulars are provided in this article. To learn more, check out the website with information for employers at http://www.aviva.co.uk/auto-enrolment. The government has cited several reasons for the need to reform pensions. Life expectancy is increasing – meaning that people will live longer in retirement. Therefore they will also require a larger retirement savings to last them longer. Also, government may not be in a position to afford to keep state pensions at their current level over the long run. This means there’s considerable need to encourage people to save for their retirement. In this regard, a staggering seven million people throughout the UK have inadequate retirement savings, and some are not saving at all. Some employers have discretion to implement the new pension reforms. For example, employers with at least 100,000 employees can begin auto-enrollment starting July 1, 2012. In general, beginning October 2012, employers doing business in the UK will have to enroll their employees into a qualifying pension plan and who are 22 or more years old; who earn more than the minimum wage; and who are not currently in a qualifying pension plan. Qualifying plans must have a minimum amount of contribution into the plan. Employers wishing to know how much they must contribute to their plans can find out at: http://www.aviva.co.uk/auto-enrolment. A qualifying plan could be either an occupational pension plan, a personal pension plan or National Employment Savings Trust. After deciding the type of plan to maintain, the employer must register the qualifying plan with the Pensions Regulator. Employers having an existing Aviva plan could alternately have Aviva contact the Regulator and provide the required information. Employers must inform existing pension plan members that they are already in a qualifying plan, so these employees will know they are covered. Employers must also inform other eligible employees they will automatically be enrolled in plan unless they join it before automatic enrollment date, and that they have the right to opt out. Employers who don’t comply with the pensions reform requirements could be fined. For help with pension and insurance services in the UK, go to http://www.aviva.co.uk/auto-enrolment . Aviva can assist you to set up and manage an auto-enrollment pension plan that meets the new  requirements for you and also safeguards your...

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Website Popularity?

Website Popularity?

Does your business website have the “it'” factor? Do you want your business to stand out on the web? Does it have the “it” factor? Think back to high school and  the most popular kids. The “in” crowd always stood out – in every class – in every school. But what made them popular? They had that certain “something”, the “it” factor. Does your website have the “it” factor? How can you know? If your site doesn’t generate leads, it doesn’t. It has nothing to do with how beautiful your site is, and nothing to do with SEO, When your site has the “it” factor, you’ll know...

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