Storytelling is key..not selling by Dawn O'Connell

As many of you know my husband Chris O'Connell is a news reporter for KSTP here in the Twin Cities. And if there is one thing he has taught me about video producing is the importance of storytelling. Spouting off even the most important facts won't do any good if you don't tell a compelling story. The same goes for videos for your website.

Like any news report, producing a video for your business or organization must tell a story in an interesting way with use of interesting video and natural sound. Videos should not be a sales pitch. Viewers will see right through that. Your video should be written and edited in a way that tells the story of your product or company. By using documentary or third party interview styles, professional narration and real life video footage your web video can come across more as information rather than a blatant sales video. Give your viewers information they can use and the greater the odds you'll gain more trust as a business.
Here's an example of our latest video of Dr. Lee Schwartz, a chiropractor in the Twin Cities. As you can see he give you his philosophy of chiropractic wellness. His interview was shot looking "off camera" to give the impression he was an expert giving information rather than selling his service.

Why Video?? Why Not??

by Dawn O'Connell

We are often asked why video is so important? The short answer--it's easy. With the proliferation of Vimeo, YouTube and other video sites--web viewers expect video on websites. It's no longer an extra feature--it's a required medium if you want your website to be effective. Here's a list of reasons why (taken from SEO Services India)

Why Video??

* A majority οf thе folks take pleasure іn watching something rаthеr thаn reading іt.
* Information іѕ perceived swiftly whеn іn visual form rаthеr thаn whеn іt іѕ іn text form.
* Sіnсе nobody wаntѕ tο waste time, everybody Ɩονеѕ visuals whісh аrе straight tο thе point.
* Human emotions аrе stirred bу catchy video promotions wіth a brіɡht concept.
* Videos intermingles illustrations, voice over аnԁ music tο produce a concord message whісh іѕ short, effective аnԁ straight.
Lеt υѕ discuss ѕοmе trουbƖе-free techniques аnԁ methods whісh ѕhουƖԁ bе applied tο video promotions tο mаkе іt more effective аnԁ appealing; nοt tο mention more ROI!
* Time іѕ аn іmрοrtаnt factor аѕ a lag οf few seconds саn аƖѕο divert a potential customer tο οthеr site. It mυѕt bе remembered thаt thе video ѕhουƖԁ bе simple, short аnԁ straight.
* According tο a recent survey folks ԁесіԁе whether thеу аrе fοr οr against уουr product іn thе very first seconds οf thе video. Sο thе benefits οf уουr products аnԁ services ѕhουƖԁ bе presented іn a flash.
* It іѕ аƖѕο imperative tο сhοοѕе thе fonts аnԁ sizes οf text involved іn thе video promotion.
* Undoubtedly videos ѕhουƖԁ bе catchy аnԁ appealing bυt ѕhουƖԁ аƖѕο communicate a clear message tο thе viewer. Very complicated аnԁ flashy graphics саn mονе thе viewers attention away frοm thе main motive.
* Submit іt tο different video hosting sites such аѕ Youtube οr metacafe.
* Remember tο name thе video іn concord wіth keyword relevancy.
* Always bring іntο play anchor text іf уου аrе linking thе video frοm another site.
* It іѕ clever tο fashion a Google video site map.
* Sharing уουr video online οn social networking sites Ɩіkе face book, twitter, orkut, myspace, etc. Thіѕ wіƖƖ encompass large number οf masses linking tο уουr video.
* It іѕ imperative tο proffer уουr contact details аt thе еnԁ οf thе video.
* Yου саn аƖѕο υѕе video submission software whісh keeps tab οf reviews, comments, etc.
Thе significance οf video promotions саn bе effectively gauged frοm thе recognition earned bу names such аѕ Youtube.com, metacafe.com, dailymotion.com, vimeo.com, howcast.com, etc. Such іѕ thе craze οf thеѕе sites thаt millions οf users visit thіѕ website еνеrу hour. Amаᴢіnɡ isnt іt!

Web Video for Small Business: Return on Investment

by Dawn O'Connell

One of the first things business clients ask me about producing video projects is "What is the return on investment?".
Smart business owners who shell out money for a video want to make sure it's a wise investment.
The answer isn't easy. Aside from asking customers if they watched the video online--it's difficult to track how much of an impact your website video has had. But I can tell you, one way or another most businesses small and large begin to see the impact almost immediately. Whether it's simply boosting the profile of your company or a direct result in sales, there is nothing better than showing off who you are, what you do and how you do it in a medium people expect.
Nothing tells the story of your business than a short creative image building video on the company homepage. We're not talking about a "commercial"--but something that shows off your company and why you are different.

A Minnesota company that develops warehouse management and inventory software wanted to stand out from the competition. They decided to make a significant investment in online video. Their goal was to develop a series of videos to build their image, show their products and include their customers as spokespeople. The challenge for us was to take a very dry subject and make it interesting. Supply chain management isn't very sexy but with the use of great photography, simple writing and creative editing the client was very happy with the results. In just a few weeks online, the company saw a huge increase in unique website visitors and an instant increase in sales. The company landed 36 new clients in 1 week. Most of the new clients mentioned the video sold them on the product. The client paid for his video campaign in just a matter of a couple weeks with new clients. Below are 2 of the 6 videos used in the campaign. The first is the image brand building video and the second is a customer testimonial.

COMPANY IMAGE BUILDING VIDEO



CLIENT TESTIMONIAL




For more Demos go to
www.focusmediaservices.com/video

6 Tips to Optimize Your Videos

Six Quick Tips to Optimize Your Videos
Once you record your video, follow these tips to make sure it reaches your core audience and gets the views it deserves.

#1: Make your title count

Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching.

#2: Provide excellent content

Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand.

Also, no matter how good your content is, it won’t matter if your video is too long and you lose your viewer’s attention. Try to keep them short.

In late 2009, ComScore reported that the average video was 3.8 minutes in length.

#3: Include your URL in your video

When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure.

Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move!



#4: Take advantage of video’s branding opportunities

For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video.

In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times.



#5: Always provide an HTML link

When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity.

Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description.



#6: Go beyond YouTube

Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience.

Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results!

Thanks to Amy Porterfield www.socialmediaexaminer.com

Viral Video pays off for Toyota

Some clients ask what is the point of a viral video. From now on, I'm sending them a link my husband sent me to this video produced by Toyota for it's Sienna Minivan. The video "Swagger Wagon" is a textbook case of a successful video campaign that was never meant to air on television but rather YouTube. The video is the first in a series of 8 videos featuring funny mocumentary vignettes about a suburban couple and their kids. The fictitious couple are also tied into a their own YouTube channel.

The video's are getting millions of hits. And companies are quickly learning that money follows eyeballs. Companies are realizing the value of quality online videos and they are sinking some serious money into producing high end advertisements shrouded in a creative entertaining videos. The Toyota campaign must have cost a couple million dollars to produce. I think it proves companies with dwindling budgets see the value in online videos and shows how viral video concepts are becoming a larger advertising and marketing budgets.

-Dawn O'Connell, Executive Producer

Ways Small Businesses Should Utilize YouTube

We all know that YouTube is the number 2 search engine on the Web in terms of query volume. It sounds impressive, but what does that mean for local businesses trying to reach customers? After all, aren’t most of the 13+ billion clips watched each month on the site Lady Gaga videos?

It turns out that while many views are purely for entertainment, a substantial number of videos are watched by people seeking help and information. In fact, there are more than 35 million searches each month on YouTube for “how to” videos. That’s at least 35 million opportunities for businesses to reach people that may need their product or service. (Not to mention the opportunity to show up in parent-company Google’s search results.) But how do local businesses capitalize on this trend? Here are 5 easy ways small businesses can make YouTube work for business.

Create Content that Meets a Need

To reach people that need help you need to create content that satisfies their need. Simply uploading your existing cable TV ad or shaky footage of a walkthrough of your shop is not going to capture any attention or create any interest in your business. It helps to keep the old marketing acronym AIDA in mind when making and using video for your business. AIDA stands for Attention, Interest, Desire, and Action. Capture attention and create interest by meeting the information need of your audience.
For example, if you’re a plumber, a how-to video on fixing a leaky toilet is a great way to get the attention of someone with that problem. You create interest in your service by not only showing how to fix their problem but also providing some additional tips that the viewer might not have considered.

Pay Attention to Production Value

You don’t have to be the next Spielberg, but your videos should be professional and easy to watch. Shaky hand-held camera work, poor audio quality, bad lighting or lack of coherence in the story all lead to viewers changing the virtual channel. Pay attention to the lighting. Use a tripod to create smooth viewing experience. Use microphones and pay attention to the audio. Try to tell a story or clearly walk viewers through the video and what you’re doing. By paying attention to these basics you’ll standout from the massive amounts of poor quality content on the site – earning you more attention and more interest from viewers.
Optimize for YouTube Search

Nearly 24 hours of new video is uploaded to YouTube every minute of every day. In order to be found you need to optimize your video so that it can be found on the site. Here are just a few things to think about when adding your video to YouTube. Include important keywords in the title and be sure your tags include those keywords as well. Choose an appealing thumbnail that clearly depicts what your video is about.
To continue the plumber example, you may want to title your video “How to fix a leaky toilet. XYZ Plumbing top tips for fixing a leaky toilet.” Your tags might be “how to, toilet, toilets, leaky toilets, running toilet, plumbing, DIY” etc. The thumbnail could be a shot of you holding the flushing mechanism (assuming that YouTube gives you that as an option). Your title, keywords and thumbnail all gives your viewers the information they need to decide whether your video will help meet their need and solve their problem.

Give the Viewers a Follow-Up Action

Following the AIDA model you want to create a desire for viewers to take a follow up action. If you’ve created an informational video about fixing leaking toilets you want to give the viewer a compelling reason to follow up with you and a clear path to do so. One way to do this is to provide a special offer and a unique web address in the video.
For example a call to action such as “Print step by step instructions and receive 10% off our in-home evaluation by visiting MySite.com/youtube,” gives your viewers an actionable next step with clear value. The unique URL and discount will also provide you one measurable way to determine how successful your YouTube video is.

Let them Know Who You Are

Don’t be afraid to create awareness about who you are and what you do; it’s important to let people know who they’re getting this valuable information from. You should encourage users to take a step towards a relationship with your company by having them subscribe to your YouTube channel or company email newsletter (if you have one). By building your YouTube subscriber base you’ll automatically reach a built-in audience of potential customers who have opted-in to seeing your latest videos.
Our plumber in the above example could say “Subscribe to our YouTube channel for more moneysaving tips on how to eliminate leaks around your home,” and include that call to action graphically in the video. Alternatively, driving people to a newsletter is another way to form the start of a relationship with that viewer.
Those are just five quick ways local businesses can take advantage of YouTube. There are dozens more, but starting with the basics will put you in front of potential customers who need your help. What tips do you have for making YouTube work for business? I’d love to hear about them in the comments!

About our Guest Author: – Morgan Brown is currently the director of marketing for TurnHere, a leading online video production and advertising company based in Emeryville, CA. Over the past 10 years Morgan has been immersed in various roles of marketing and in particular, online marketing. Morgan is the co-founder of Social Media Club Orange County and has given many talks on how businesses can leverage new technologies to build customer relationships and increase sales, reputation and loyalty. You can learn more about Morgan via linkedin or his personal blog.

3 Tips for Producing Videos on a Tight Budget

I was meeting with a client this week who was in the process of getting bids for a short video project for his technology based business. I was shocked to hear some of the price quotes he received. One production firm quoted him nearly $30,000 for a 2-3 minute video. What I am about to say may disturb our competitors but video is a valuable asset. But not $30,000 valuable.
You can get a quality custom video produced for less than buying a 1/8 page ad in a local newspaper. With that said- the more money you spend on the video the better it will look. But you are not shooting a Hollywood film. On the other hand you don't want your video shot with your friend's camcorder.

Companies with dwindling marketing budgets understand the need for quality video but cannot spend vast amounts of money unless they are guaranteed their return on investment. Here are a few tips to consider when choosing a video production company.

1) Know your audience. The first question we ask clients is who will be watching the video. Potential customers? Investors? Employees? Make sure you develop a video that speaks to your target audience. This way you avoid mixed messages and stay focused on what you are trying to say.

2) Size DOES matter. A 3 minute video will cost a lot more than a 30-second video. Make sure you determine what length is appropriate for your target goals. Keep in mind when it comes to online video, 3 minutes is a very long time. Many companies can get their point across in a short 1 minute company introduction video

3) Time is money. Most video producers are on a time based rate structure. At the very least you will pay for the on-site video shooting and editing time. But after that, the more bells and whistles you have in a video, the higher the cost. Professional narration, fancy graphics, 3D animation or custom music can quickly run up a higher bill. For instance, a 5 second animated open could take 8 hours or more to produce which could easily add and extra thousand dollars to a video. However, that animation may be worth it in the long run because you'll be able to use that animation in future videos. Take some time to discuss with your producer what of these elements will be used for the video and how much extra those elements are costing.

If you are shopping around for video production, need advice or want a quote on a video please contact me:
Dawn O'Connell
Executive Producer|Focus Media Services
651-330-4549
dawnoconnell@focusmediaservices.com

Don't sell your story...tell your story

Here's a question I ask most business owners. Would you rather spend thousands of dollars on a TV spot on the local news or have the local news do a profile on your business to air DURING the news for free? It's an easy answer. Having someone else tell your story adds credibility. Potential customers don't want to feel like they are being "sold" a product. That why sales people at companies like Apple or Saturn do not work on commission. Potential customers feel like they are being educated rather than sold a product. The same goes for online video.

Videos that try to sell you a product or service are not that effective. Why would people go to a website to watch a commercial? Instead we have found businesses big and small using "news style" web videos not just to sell a product but TELL THE STORY OF THEIR BUSINESS. There is a big difference. By giving customers information they can use can help build brand loyalty without feeling like they are being sold.
Using interview techniques, journalistic shooting and editing styles can turn a commercial into a informational lesson that people want to watch.
The problem is not everyone can be on the local news. But you can have a third party to tell your story and have it broadcast on your website, Twitter, YouTube, Facebook and just about anywhere else. Here is an example of a video Focus Media Services produced for local restaurant that offers "the story" behind a business rather than a standard "come spend your money here" video.

Web Video for Realtors

In the middle of one of the nations worst housing crisis on record, real estate professionals are looking to set themselves apart in a sea of other realtors essentially offering the same products. One realtor in Woodbury, MN is using online web video to market herself to potential clients in a unique way. She wanted an image based video to place on her website home page and a clip to play before virtual tours of properties. We recently produced a 1 minute "Professional Profile" . The interview style narrated video highlights her professional philosophy of selling homes and emotional connection to her clients. Within a week, a dozen other realtors from several large firms were looking to produce similar video profiles.
Here's a link to the video by Focus Media Services



The same goes for showing homes. Nothing can tell the story of real estate better than online video. 85% of new homebuyers start their search for a home online. It's one industry that's seeing the benefits and return on investment in online video. 360-degree virtual photo tours do not offer the proper perspective of a property that video can offer. A video "walk through" is a much more effective way to showcase a home.

Custom real estate videos are a modest investment. A walk through video can cost a anywhere from $250-$1000 per home depending on the editing. Take a look at a sample of a walk through from my friends over at MiniApple video.


http://www.miniapplevideo.com/index.php/real-estate.htm">

-Dawn

5 common mistakes made when producing a video

Here is a list of the most common mistakes people commit when creating their own videos

1. Making them too long – People today have a very short attention span and we should not expect them to spend 30 minutes viewing our video. In fact, while many of the most successful videos are 2 – 5 minutes long it’s recommended that you try to create very short videos which are less than 50 seconds long.

Quite a few very successful videos on Online Video Sites have been approximately 30 seconds long. This highlights the very short attention span people have. Therefore, if your video is short and effective, it’s more likely to be viewed than a very long video.

2. No clear introduction – Your video should have a clear introduction telling people what the rest of the video will be about. Try to make the first 10 seconds of the video compelling and interesting, otherwise viewers won’t watch the whole video.

3. Not providing valuable information in the video – Most Internet users do not spend time online just because they want to buy something, but rather to find valuable information. Therefore your videos should provide valuable insights to your target market. Internet videos should not be considered the same way as traditional advertising. Spend time doing your research and discovering the biggest problem your market has – then provide them with information concerning that problem.

Use the video as a way of getting peoples’ attention and send your viewers to a website where they can learn more about you and your services.

4. Creating videos that are too serious – Many of the most successful YouTube videos are humorous. Whichever type of video you’re creating, make it your intention to integrate humour into it. If your videos are not funny or a bit humorous you will lose many viewers.

5. Expecting instant results – Like with all web 2.0 marketing achieving will take some time, therefore do not expect quick results when creating your online videos and posting them to Internet video marketing websites. The good news is that YouTube will host your video for free, so the only thing you will need to do is to create new videos and post them.

With most of your videos it will take time to achieve results. However, when you’re consistent and focus on creating more videos, eventually you will achieve success. I hope that these steps will help you to achieve great success with online videos. Internet Video Industry grows extremely fast, and studying the basic elements behind a good online video can bring a lot of success in the long run.

www.focusmediaservices.com

3 Tips for Successful Web Video

Nearly all internet marketing professionals use video as one of the core methods for marketing their business.
Video grabs people’s attention far more quickly and effectively than text, audio or photographs. Making a short video can capture a thousand words and pictures and helps to get across your personal brand and lifestyle.


Here are three important tips before producing a video.

#1: Keep Your Videos Short
Website videos are designed to engage, entertain and inform. The most effective videos are 1-3 minutes long.

#2 Stay on topic and give added value.
Write down an outline for what you want to cover. Be conversational and don't use too many technical terms. Have a script if necessary. Give them a good reason for them to be spending their time watching your video.

#3 Call to action.
Every video should end with an opportunity for the customer to engage your business. As simple as a website graphic, links to another video or click for more information button.