How to Create Professional-Looking Marketing Videos

How many times have you caught yourself suffering through another awful video?  It could be a television commercial, an instructional how-to video online, or anything in between.  There’s no mistaking quality, and it’s obvious when a video is lack it.

There are three key components to any great video production: planning, quality recording, and a little bit of fine-tuning.  With that being said, here are the seven essential steps to producing a quality piece of video.

 

  1. Research

Here comes the boring part, right? The fact is that accurate research provides a solid foundation for any great marketing piece.  It’s all about knowing your target audience – who they are, where to reach them, how to engage with them, etc. Everything you do from this point will be based on that information.

  1. Advice

Don’t be afraid to ask for help.  Actually, it’s encouraged!  No one knows everything. That’s why it’s great to get an expert’s insight on the matter.  Including these insights within your video can help lend weight to your message.

  1. Scripting

If you’re working with on-camera talent, many people might say that they prefer to improvise rather than rely on a script. This is a mistake you can’t afford to make. Therefore, it’s highly recommended that you prepare a basic script for your video. If nothing else, this will serve as a guideline for how the video should play out. If the video is in an interview format, develop detailed questions to steer the conversation in the desired direction.

  1. Shooting

There are a lot of elements that go into the actual filming of a quality video. Lighting and sound are just a couple of these factors. For that reason, we highly encourage you to hire professionals. If done incorrectly, your audience will simply tune out and turn off.

  1. Post-Production

As with shooting, you’ll want to hire a professional to handle the post-production process. This is when footage comes together in just the right way to create an effective and appealing marketing piece.

  1. Screening

Before you send your new masterpiece out into the world, test it.  See what others have to say. They may pick up on something you would have never noticed. It’s always good to step back from a project and get a second (and even third or fourth) opinion.

  1. Promotion

Now, it’s time to promote your video. Depending on your desired audience, this can be achieved through blogs, social media, television, etc. When promoting the video online, be sure to tag it with relevant keyword. This will ensure that it gets found by the right people.  You might even consider emailing the video link to prospective clients.

 

10 Easy Ways to Increase Viewer Engagement on Facebook – Part 2

There’s no secret formula for why one brand has this many interactions and another has that many.  However, we can tell you that the content you post will often influence your engagement rates. As we said in the first half of this series, it’s all about posting the right content at the right time.

 

  • Employ Contests and Giveaways

When people have a chance at winning something, you’ve already piqued their interest.  Who wouldn’t want free stuff?  Just be sure to set clear goals for your marketing tactics.  Then, build a contest or giveaway around those goals.  It’s important to keep Facebook’s page guidelines in mind while doing so.

  • Be Responsive

If a viewer does engage with you, be sure to respond when it’s appropriate. This is a matter of customer service. You wouldn’t ignore consumers in person or on the phone, so don’t ignore them online either.  There’s also the added factor of publicity. Being courteous to those who comment online will earn you goodwill with those who see these interactions.

  • Stay Current

Post about current topics to stay relevant. Did something big recently happen in the news?  Are there any significant holidays coming up soon? Has the weather been unusual? Find ways to tie these events to your company’s Facebook posts, but only if it’s not too far of a stretch. Forced connections don’t make for good posts.

  • Monitor Frequency

Posting too often can become annoying, causing people to unfollow your page. Posting too little will keep you off of their radars entirely. It’s crucial that you find a good balance. Many experts recommend posting to Facebook at least 3 times per week. Some companies may even find benefit in posting 1-2 times per day.

  • Post at Optimal Times

It should come as no surprise that certain times are better for Facebook posts than others. What are the best times for your company to be publishing posts? The answer lies with your target demographic. When are these people most likely to be online and, specifically, on Facebook?

Those who work 9 a.m. to 5 p.m. office jobs may be more likely to see your posts around lunchtime and near the end of the business day. Likewise, some days of the week are better for posting social media content than others. A little research into your target audience should be able to give you these insights.

We hope this series has helped answer your questions about Facebook viewer engagement!

10 Easy Ways to Increase Viewer Engagement on Facebook – Part 1

You’ve heard a lot about the importance of social media in today’s world. You know that it can help your SEO while improving your position in the minds of consumers. The question is “How can I increase viewer engagement with my brand on Facebook?” Posting the right content at the right time is crucial.

Here is what we mean…

  • Know your Audience

The first step is to know your audience. By now, you hopefully have a clear understanding of whom it is you’re targeting and what interests them.

  • Be Transparent

You could simply post industry-related articles day after day, but where is the transparency in that?  People want to connect with other people, not with some boring corporation. Just like any business, your company has a culture and tone all of its own. Find ways to portray these elements through your Facebook posts.

Type status updates in the tone of your company, a tone to which your target audience can relate. You’re not a computer, so your messages shouldn’t sound computer-generated. Posting behind-the-scenes photos of your office, employees, and recent events will also help to show the human side of your brand.  Don’t be afraid to let viewers inside your world. That’s how valuable connections are formed.

  • Ask Questions

If you want your audience to engage with you, post content that invites them to do so. Asking questions in your posts is a great way to elicit a response. Check out the difference between these two potential posts:

o   “We love going to the beach.”

o   “What’s your favorite part of summer?”

  • Use Visuals

Images are much better at capturing attention than text alone. Post captivating images that draw in the viewer’s eye. Then, surround those images with valuable, compelling content that reflects your brand and leaves an impression on the reader.

  • Be Funny

Humor will win people over every time. If you can make viewers smile after a long, tiring day, you’ve gained their attention and their interest. Best of all, those people are likely to share your humorous content with friends and family, thereby increasing your reach.

Check out the second half of this series! Then, get started on improving your social media presence.

How to Find Ideas for New and Interesting Blog Content

One way to draw traffic to your website and improve your online presence is to continually post fresh content. Search engines pick up on this and show favor toward your site in search results. Moreover, staying current and delivering valuable information helps potential customers see you as an authority in your industry. (Everyone wants to hold that sort of position in the mind of a consumer).

This new content will most likely come in the form of blog posts. At some point, you’ll likely run out of ideas for new topics. We assure you that there is always more to be said. It’s just a matter of taking notice.

Here are 3 ways to find new content ideas:

 

  • Sales Meetings

Potential clients ask many questions during initial sales meetings. Use this to your advantage. If these people have questions, several others out there are probably wondering the same thing. As an added bonus: these individuals help make up your target audience. Therefore, you’ll know you’re writing for the right demographic.

  • Online Forums

When people are unsure of something, they often turn to online forums. Here, it’s easy to pose questions publicly and wait for someone to answer. (Quora is a great example site).

As a business, these forums give you the opportunity to further establish yourself as an authority in certain matters. If you see that someone has asked a question relevant to your industry, write a blog post about the topic. Then, go back and respond to the question with a link to your new post.

  • Daily Conversation

Whether you’re in the office, on the street, or out with friends, be mindful of what’s going on around you. Oftentimes, daily conversation and occurrences can spark an idea for a new blog post. Keep a running list of blog ideas in your phone or on a notepad. You never know where inspiration will strike!

How do you come up with new content ideas? If you have any tips that we didn’t cover, we’d love to hear them.

7 SEO Myths your Business Needs to Know

In recent years, there has been an increased push toward search engine optimization. When it comes to your business, SEO is more important now than ever.  With all this talk of optimization, it’s no wonder that there exists a bit of confusion on the matter. It’s time we lay these 7 SEO myths to rest once and for all!

  1. Search Engine Rank is Everything

“We just want to be number one in Google.” I can’t tell you how many times clients come to us with this as their main marketing concern. It’s important to note there is no such thing as being “number one in Google” anymore.

The days of consistently ranking first in Google have long passed. So many factors go into a search engine rank that no one can promise you’ll be “number one” for all users. Google search results vary from person to person, based on things like: your location (local places will show up first), your online search history, etc. You and I could search the exact same phrase and come up with different results. What companies should really focus on is SEO that helps generate leads and eventually produces customers.

  1. SEO is an IT Matter

“Social media optimization” seems like such a technical phrase. Therefore, it’s no wonder that clients often see SEO as an IT issue. In reality, proper SEO efforts require a different type of knowledge base. It’s about understanding the ways of search engines while writing effective copy that appeals to your target audience.

  1. You Should Optimize for Search Engines First

Don’t get so caught up in optimizing for search engines that you forget to optimize for real people. People are the ones that will be buying your product or service, and they’re the ones you really want to attract. If it looks like your online content is geared specifically toward a computer, you start to lose the human interest. Optimize content for humans first and then for search engines.

  1. Social Media Doesn’t Affect my SEO

So many people believe that search engine rank is determined by website alone. The truth is that your entire online presence will bear weight on your brand’s SEO. This includes social media efforts as well.

  1. It’s Best to Have a Lot of Web Pages

Having more web pages doesn’t exactly give you a better chance at SEO. What matters is the content within your pages. Three pages of valuable, grade “A” content can easily be worth more than six pages of poorly-worded copy with few keywords.

  1. Keywords Should be Repeated a Certain Number of Times

There is no magical number for how many times a keyword should appear within a given piece of content.  Your keywords should, however, be found in the following places: web page title, page headline, URL (ideally), and at least once within the body of the content.

  1. Keywords Must Always Match Exactly

No one wants to read content filled with awkward wording. It’s okay to use multiple forms of a keyword.  In fact, it’s encouraged, seeing as how users will type in various terms during their searches. The important thing is that each piece of content you produce should focus on one overarching theme and make sense to your audience.

Our hope is that by revealing these popular misconceptions, you and your team will feel a little more informed about the world of SEO.