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Are Your Potential Customers Getting it?

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We've all had the feeling of reading an informational book or document and getting to the end and not knowing anything about what we've just read...and maybe even starting to fall asleep over it!
 
Now take the position of one of your potential customers reading one of your web pages or watching one of your videos and having the same experience. Yikes! 
 
Mostly that "not getting it" feeling comes from not understanding something on the page or video.  So whenever I'm working on a video I always stop, step back for a moment and take the viewpoint of the viewer.  Pretend you're a potential customer and know nothing about your company's product or service.  And then just watch as an audience member.
 
What do you see or hear?  
 
Are there terms that people outside of your office or industry wouldn't understand?  Sometimes we're so fluent in the nomenclature of our particular field that we throw those terms around without even thinking about who might be listening.
 
It may make you sound knowledgeable in your field but that could be the very thing that turns off a potential customer who is new to your field.
 
However, defining what you're talking about or what your service actually does is a great way to educate your public and thus elevate your status as someone who can help the viewer understand and navigate the ins and outs of your industry.
 
Don't be too hard on yourself, just take a good objective look at what you're putting out there and make sure the general public can understand it.
 
These are some simple tips to get you on your way.  The hard part is just jumping in and doing the first video!  So go get 'em!  I'd love to hear from you as to how it's going so drop me a line.

Tips for Shooting Better Web Videos

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Web videos are more important today than ever with over 6 billion hours of video being watched each month on YouTube, this "fad" isn't going away Happy
 
Here are some tips to help you get started creating your own website videos.
 
  • It's all about you...and them - Making a connection to your viewers is the most important thing.  High quality content that viewers can use will push you into expert status.  Do a little research into what your customers always seem confused about or what they want to know more about.  Then do a video about that.

  • Keep it short and sweet - It's better to do a few shorter videos than one long video.  People start to tune out after about a minute so keep them around 2 minutes.  It's also much easier to confront doing a short 1-2 minute video than a longer 10 minute one.

  • Quality works - While higher quality videos will garner more respect don't let that stop you from at least starting!  Then strive to raise your quality as soon as you can.  Start with an external microphone.  Sound is the most often overlooked aspect to most videos, if your videos sounds bad it will appear to look bad.  You may have to invest in a camera that has an external microphone input, but getting your message heard clearly is key.

  • Edit it out - At first you may not have the luxury of editing your videos if you're using the '1 take guerilla style' of shooting but as you increase your quality tighten up your video.  Any current editing software today will work fine and then go in and cut out the false starts, the stammers, the "I couldn't think of what I wanted to say next" looks.  This is called "tightening" and it makes the communication smoother.  You can cover any edits you make with what's called "B-Roll" which is footage that supports what you're talking about.  If you're talking about your new gizmo the audience will want to see the gizmo and probably a nice clear close-up of it.  That close-up shot of the gizmo while you're still talking is B-Roll, we hear you talking but see the gizmo.  Makes for a much more entertaining video than just one take of everything.

  • Channel surfing - Make sure you have all your social media channels reserved, YouTube.com/YourCompany, Facebook.com/YourCompany, Twitter.com/YourCompany...you get the idea.  Then use YouTube as your home base for videos and share it on your other social media sites.  You can easily embed the video onto your website. 
 
These are some simple tips to get you on your way.  The hard part is just jumping in and doing the first one!  So go get 'em!  I'd love to hear from you as to how it's going so drop me a line.


What is an Explainer Video?

An explainer video is usually a 1-2 minute video used to explain what your company actually does or some aspect of your company that you are continually having to explain over the phone.

It should answer a few fundamental questions. It explains what problem the product is trying to solve, and why the viewer should want to use or buy this. It is similar to a 30 second elevator pitch, but with visuals, and a more casual, fun vibe. It can also be used to introduce a new product or company.

Bank of Internet needed a quick way to explain their new mobile deposit feature, a simplified how-to explainer video was created and then re-branded over and over as participant banks came onboard.

Another important reason for using a video is that a well-made
explainer video can increase your conversion rates by around 15 to 50% [1]. For example, Work.com, a work performance management company has increased conversion rates by 20% with the introduction of their explainer video [2]. Shoeline.com saw a conversion rate increase of over 40% when they started showcasing their products using videos instead of just pictures [3].

It’s also important to note that
explainer videos can have effects on in-store sales as well. According to Google, 79% of smartphone owners do research on their phones before making a purchase [4]. Best Buy is taking advantage of this trend by putting instructional explainer videos on their website to educate the shopper on various technological goods.


(1) http://transvideo.com/blog/2010/06/why-overview-videos-matter
(2)
http://unbounce.com/conversion-rate-optimization/explainer-videos-increase-conversions/
(3)
http://www.internetretailer.com/2009/01/15/shoeline-com-s-videos-pay-dividends-on-and-off-its-site
(4)
http://www.youtube.com/watchfeature=player_embedded&v=CjUcq_E4I-s#!

Why Your Website Needs Video - Online Video

Online video is the fastest-growing emerging medium. Building relationships using professionally produced online videos with relevant content distributed online will heighten your organization’s reputation as a thought leader.

Your homepage leaves an impression on your visitors, so what do you want that impression to be? It should be amazing, make them want to keep coming back. Just remember to keep your video between 1-2 minutes, no one is going to want to watch an hour video.

Why web video is valuable:
  • Improved user engagement
  • Brand awareness
  • Search engine optimization

The impact of videos can be seen, especially since your visitors attention span has decreased from 12 seconds to 8 seconds. With the right script, you can maintain the attention of your visitors after those 8 seconds.

Informational
There is so much information on your site, with an
introductory video, it’s an easy and interesting way to provide your target audience and visitors with an understanding of what the company does without them having to read through a bunch of text. Still not sure if you should add a video to your homepage? tmg Custom Media, says that “60% of respondents said they would watch video previous to reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information”.

You can provide information with your homepage video by:
  • Summarizing who the company is
  • Explaining your product or service
  • Explain your terminology
Full Swing Media, Inc. is a Los Angeles Area corporate video production company specializing in color grading, explainer videos, infographic videos, web video, video for websites, corporate video, business video, marketing video, training video, event video, sizzle reels, EPKs, website video, internet video, colorist, video editing, web video production in the Los Angeles Area.
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