Obstacles to Video Marketing Success

Recently we read about video marketing success in a report that was published in June 2014 entitled “B2B Video Marketing: B2B Benchmarks and Best Practices.”

This report was produced by Demand Metric Research Corporation in partnership with Ascend2, and it was sponsored by VidYard. video marketing success as found in demand metric study The report was a study in which 398 marketing sales and business professionals worldwide were polled regarding their use and video marketing successes with B2B videos. And all of the respondents had either used video for BtoB marketing or were planning to.

There were a number of interesting findings in the study.

One included what the respondents felt were the obstacles to video marketing success. We were dismayed (but not surprised) to read that 47% of the people responding to the survey cited a lack of budget for their video has an obstacle. Fully another 45% indicated a lack of in-house resources or a problem.

I suspect strongly that these two categories are both largely the same respondents to the survey.

Creating compelling content was another major factor users said was another obstacle to video marketing success.  To us this merely underscores the fact that many of the people in the B2B marketing world do have an understanding of the need for Media Marketing, but do not have a strong comprehension of what it takes to create a successful video. In the remainder of the study, B2B marketers indicate strong understanding of the process. This indicates that they know how to what to do with the videos once they have been created.  However it did not seem that many of them on grasped what was necessary to create those videos in the first place.

As a professional video production company, our job is to lower those barriers of entry to B2B marketers who realize the need for good strong videos.

Obviously if they do not understand how to get them created efficiently and effectively, they are not going to continue with the video production process. The plain truth of the matter is that many videos are not very expensive to make and instead can be produced at a price that’s returns a great ROI. Many videos such as this one below have in the relatively simple production cycle and do not require extensive (if any) use of video cameras and the recording of video and audio on location or in the studio. As you can see in this video we have not used a video camera to create the visual images necessary to communicate, yet it is a video marketing success. Instead we use the video editing process to merge graphics, narration and music. We also have the ability to use stock footage in video production as well, also avoiding the need to hire a camera and crew.

The primary challenge begins with the lack of an effective media strategy before beginning the video.

And as it turns out this was the fourth greatest obstacle to video marketing success as defined in the study. In fact 33% of the B2B marketers realize that they lacked an effective strategy. This indicates some awareness of the problem, however a full 26% of the of people who responded suggested that producing studio quality video was also an obstacle to video marketing success as mentioned above. Studio quality video is NOT necessary in order to effectively communicate the message and of course this is particularly important when budgets are limited. So if we may be so humble we would like to suggest that you contact us at Penrose Productions so that we can discuss with you ways in which the video production process can be effective for you and maximize your ROI.  Time after time we have seen that he budgets do not have to be nearly as high as you fear.

Video Content Must Be Engaging

Show and Sell: Video Content Engages Consumers

Why do consumers love great video content?

video contentThere are a million and one businesses that rely heavily on their online presence to drive promotions and sales.

But there is one thing that almost all of them have in common: they all seek to connect with their customers in a meaningful way.  The good news is that there is no shortage of ways to accomplish this goal. Pinterest, Twitter, Facebook, and Google advertisements are just a few examples. However, a new survey from Animoto suggests that there is one medium that can increase sales for almost any business: quality video content.

In the survey they note that video is a huge factor in the purchasing decision:

  • 73 percent of all consumers are more likely to purchase after watching videos explaining a product or service
  • 96 percent of all consumers find videos helpful when making purchase decisions online
  • 71 percent of all consumers say watching video content produced by businesses leaves them with a positive impression of the brand, service or company

The benefits of creating high quality videos to promote your products or services have been well documented.

After Google, Youtube is actually the second largest search engine on the internet. Consumers look for videos to inform them about product reviews, customer satisfaction, and just the overall vibe that a company is putting out. Here are a few of the reasons why every business owner should be using videos to promote their company.

Have you ever heard the expression “You only get one chance to make a first impression”?

This is especially true in the world of business. When customers conduct an online search for your product, and they are able to find helpful and informative videos, it leaves the majority of people with a positive impression of your company. Consumers appreciate videos because they allow them to have a higher level of confidence when making purchasing decisions. According to the survey, a whopping 93% of respondents reported that videos are helpful in deciding which product to buy, as well as how to best use the product after it is purchased.

Every business owner knows that their job doesn’t end after they have made a sale.

Continuous engagement and customer support is crucial if you want to earn consumer loyalty and repeat business. This is another area where businesses will find videos to be extremely helpful. The survey found that not only do videos encourage customers to research and purchase additional items from the same brand, but they actually cause a company to be perceived as being more trustworthy. With this in mind, most business owners would probably agree that they can’t afford not to have quality video content to back up their products.

Just because video content provides an excellent medium for finding and connecting with customers, it doesn’t meant that just any old video will do.

Video content is critical. If your video is too long, many viewers will be turned off and may choose to skip your video altogether. 83% of the consumers in this survey reported that the ideal video for a product or service is five minutes or less. It is also important to organize your video content in a meaningful and approachable way, so several smaller videos are often a better choice than one hour-long installment.

Creating video content can be a bit intimidating if you have no prior experience doing so.

If you aren’t a professional videographer, don’t worry, we specialize in helping you create professional and engaging videos on whatever topic you desire. So if you would like to promote your business, increase your web traffic, or just make it easier for customers to find and connect with you, contact Penrose Productions for help in creating quality videos. It’s great place to start.

 

Testimonial Videos for Your Business

Testimonial videos can help your company’s bottom line. But they can hurt your business if not done properly.

Testimonial videos can help any business out there wishing to make full use of modern tools to market their business. Video has emerged as one of the most powerful tools for communication in the modern world, and is gaining ground on text-based communication as the preferred mode of sharing information. For a business, a testimonial video is the perfect way to engage with an audience ready to consume information.

testimonial video

To come up with a truly great testimonial video, keep in mind the following:

  • Tell a story. It’s easy to find a loyal customer to endorse the business, saying how great they appreciated the product/service. However, viewers may find it boring. However, storytelling techniques have never failed to capture the interest of the audience. Find a customer that had a unique challenge for which your business provided a solution, and you’ll be able to connect with viewers instantly.
  • Keep it real. Video is the next best thing to a face to face conversation the audience will have with your business. Keep the testimonial real at all times. Modern viewers are quite adept at spotting scripted scenes, so avoid that. Let the characters express themselves in their own words.
  • Cover everything. Sure, the whole point of the testimonial is to convey how great your business is. However, don’t jump straight into the hard sell with the video. Cover the character’s entire journey, from how they discovered the problem at hand, what led them to your business, the problem solving process, and the results.
  • Use a professional video production service. To be able to capture all these aspects in a 2 to 3 minute video, you will require expert video production and editing services. Anyone can hold the camera and record, but it’s a real professional who can identify the touching points of the video that will best convey the message.
  • Keep it short. Concentration spans are slowly reducing. Most viewers will probably have a few minutes to spare to watch the video. Having the testimonial video go on and on for half an hour is bound to go unwatched. Keep the video short and concise; 4 minutes at the most. However, don’t skip over important talking points in an effort to shorten run time.
  • Be sure to promote the video. Share it with your clients and potential clients. The video is worthless if it isn’t seen by your intended audience. This can happen in a variety of ways, and we can help you create the apparatus for these placements if needed. They include:
    1. placing your video on YouTube and maximizing its search engine power
    2. sending links in promotional emails
    3. place the videos in white papers (.pdf’s)
    4. place them on your website
    5. play them at your trade show booth

Using these tips, your next testimonial video should have customers buzzing with excitement regarding your business.