Web Video: As Crucial As The Website

A new user just landed on your website homepage. Scratch that, a POTENTIAL CLIENT has just landed on your website homepage. Timing is critical, you have about 5 seconds to capture their attention, once you have their attention you need to hold onto it as long as possible. Best case scenario, “as long as possible” means only about 2 minutes on average. In that amount of time you need to convince them that what they’re looking for, is exactly what you offer.  Not to mention that you’re the best option around.

I’m going to cut right to the point here because you already know the answer is video. Your best chance at explaining what you do in a way that is professional and engaging is with video. Right on your home page. You know this because you’ve used websites with a video on the homepage and websites without and you always gravitate to that video. That’s because it can say far more in less time plus we retain information in a video at a much higher rate than text.

I don't need a website, customers can find me in the phone book. 

- said no one since 1999

Riiight... You would probably agree that not having a website for your business is a bad idea. Think of all those missed opportunities when customers search for you online and go with your competition instead. Well we’re at the point now where not having video on your website is just as crucial to your marketing material.

For the user, it’s all about efficiency. They are far more likely to stay on your website longer if there is video because it means they will find the answer they’re looking for much faster than digging through text. Side note: typically you want to keep your video around 2 minutes or less as that is what users will expect.  Search engines know that users are more likely to engage with video and that’s why web pages with video are more likely to land you on page 1 of the search results.  

Aside from delivering your message quickly, a video on your web page adds professionalism and personality that can really set you apart from the competition.

Examples With Cost

Simple Backdrop

In this approach, you can introduce the company owner or the whole team. The simple backdrop is just a canvas for many different styles. It is often fully scripted but can incorporate unscripted elements and even outtakes if you really want to make your viewer laugh. 

 This is a cost effective approach to a website video because the shoot itself can be very efficient, lasting only 1 to 4 hours. Aside from the talking head, other ways we can make this video interesting and engaging is to include things like existing photos or video clips as well as text on screen.

Cost: $800 - $1,400

Factors that increase cost:

  • One or two cameras
  • Size of team or Length of shoot
  • Text or graphics
  • Many editing revisions
  • Video Length

 

Video Examples:

Video Examples:

Your Story

This approach usually involves an on-location shoot, not only to introduce yourself and/or your team but your work setting as well. The simple backdrop approach is professional but this added look at your space shows the viewer what they can expect when they step into your place of business.  That added professionalism can reduce uncertainty by showing that you are the real deal.

Generally this can take 1 to 2 days of shooting to capture all of this footage. Especially if multiple locations or customer testimonials are involved. Again, a scripted or unscripted approach can be taken here. 

Cost: $2,000 - $3,500

Factors that increase cost:

  • Multiple locations
  • Size of team or Length of shoot
  • Text or graphics
  • Many editing revisions
  • Overall video length

 

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Why I’m Installing Theater Seats In The Studio

I’ve always been service oriented. To me it is important to make sure clients and customers are comfortable and well looked after. I feel like there are very few jobs and professions where this should not or does not apply. Maybe that’s my nature but I believe that this approach has helped me succeed not only as an employee but even more so as an entrepreneur.

In my agency days, the client was king. We would wine and dine clients like it was their birthday. We would jump through hoops to make them feel special and want to work with us. Now for the record, I’m not a fan of trying to make people like me by throwing money at them. That’s not the point. I actually did forge some great relationships because we just had a lot of fun together.

Now I’m at a point in my life where wining and dining and especially late night partying on a Wednesday is not really my thing. But there are still ways to go above and beyond to make clients feel extra special and welcome.

Here’s where the Theater Seats come in. When I was originally planning my studio, the concept was just a couch and and a TV. Somewhere to comfortably screen client videos that was not on my tablet or computer screen.

Well my Wife went searching and found these theater seats which seemed too perfect. And just like that, the simple and modest client screening area snowballed into a mini theater with authentic seating and a projector screen.

Currently I have most of the platform built. It is also on wheels so that I can move it around by myself and turn it to face whatever wall necessary. I have a few more boards to cut and lay down for the flooring and then I need to permanently bolt the seats to the boards. Like some of my projects in the studio, it is still a work in progress but I wanted to show it off and see what people think. is it too much? A little over the top? you be the judge.

Stay tuned for more progress as I finish it off and install the the projector in the next few weeks.

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How To Add Captions To Facebook Videos

I have already explained in another blog post why captions are important and a must have for facebook videos. You can find that post here. I should also add that this guide is for business pages. Now that that’s out of the way, let’s get started with this quick how to.

1. First thing’s first, you want to make sure you have a video player installed that can support caption or subtitle files. That’s because we will use this to preview our captions later. I use VLC by VideoLan because it’s free, doesn’t do annoying updates all the time and supports a wide variety of video formats as well as subtitles. You can download VLC here if you like: http://www.videolan.org/index.html

2. The next thing is to create a text document using notepad. Save the file as whatever you like but we will change the file name for uploading to facebook later.

3. The formatting of the text document is very important and must follow this structure but once you get it, it’s really quite simple. Here is a sample:


1
00:00:1,000 –> 00:00:4,000
Hello internet, this is Ben Frisch
from bfresh.media

2
00:00:4,000 –> 00:00:7,000
I launched this video production company
back in November of 2015

bencaption_1

  • Each new caption block must start with 1, then the next 2, and so on. If you find that a certain line is not showing up in your video, check to make sure all of these numbers are in order and that you don’t have any duplicates. (easy to miss when copying and pasting)
  • This part (00:00:1,000 –> 00:00:4,000) refers to the timecode in the video. It is the exact start time (on the left) and end time (on the right) for each block of caption text. It displays hours:minutes:seconds:frames. I typically just stick to the seconds and don’t bother getting to the minute detail of what frame did that line end on.
  • Below the timecode is the copy. It will display exactly as it does in your text document with regard to the number of lines and how long each line is. I typically try to keep each line around 40 characters max and don’t do more than 2 lines at a time. 3 lines starts taking up too much screen space and drawing away from the visuals on screen.
  • Once you have your script copied into the word document or you’ve transcribed the video and timed out all of the captions, you then want to save the file and load it into your video player to test it. That’s why you want a video player that supports captions/subtitles because it’s easier than testing on your already uploaded Facebook video.

4. Next, to test the file, open your video in VLC and pause it. At the top menu select Subtitle>Add Subtitle File… and load the text document you just created. Now as you playback the video, you should see subtitles on screen. Again, if some are missing, it may be a problem with your formatting. Also note that the appearance (font, color, size, etc.) depends on the player and you don’t have any control over that. So it may look different than what you have seen on Facebook but once you upload it the captions will look the same as all the other videos. As you play the video with the captions on you may notice certain tweaks that need to be made with regard to the timing. As you change the text document, save it and then reload it to see the result.

5. The last thing I would suggest is copying everything into a word processor with spell check. Obviously notepad is lacking in that department so you can never be too careful. Once you’ve tested and spellchecked your file then there is only one last thing to do before uploading the file to Facebook.

6. “.srt” is not a common format so saving from notepad or even word is not an option. Therefore you will need to convert the file online. I use this website https://www.subtitle-converter.com/ but a quick google search for txt to srt file converter will connect you with several options. Basically just upload the text file and then download the converted file.

7. When you save the file from the conversion the name needs to follow a specific format for Facebook to recognize it. Name your file “filename.en_US.srt” (“filename” being whatever you want by the way.)

leoncaption_1

Now you are all set to upload this file to your video and increase your engagement. Aside from just capturing someone’s attention, however, is that you can include multiple languages that will be recognized automatically by the user settings. So if you want to be inclusive and translate your script into other languages, you have the option to do that.

You can include captions in multiple languages with your video by uploading a SubRip (.srt) file with it. Each SubRip file must be saved using the format: filename.[two-letter language code]_[two-letter country code].srt

And that’s it, I hope this was helpful, and now you have no excuse not to include captions in your Facebook videos anymore.. Leave a comment if you have any difficulty and I’d be happy to help.

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I have a new marketing video… Now what?

OK, you’re on the right track, you have invested in video advertising. Your shiny new video is engaging, it’s entertaining, it’s informative, It’s perfect!… but now what? Unfortunately all of those things don’t mean that people are going to watch it.

In order to get the most out of your investment there are many things to be done in terms of sharing that video and setting it up properly for the best chance at success.

In this blog post I will focus on 3 main areas including your website, Facebook, and youtube. There are of course, hundreds, even thousands of other places, to share your video outside of these. In an effort to keep this fairly short and simple, however, I will touch briefly on some of those other areas but focusing on what I think should be your top priority as well as some things you can do over the long term, to stretch your ROI . And it may seem like a long blog post but everything on this list I do for all of our videos in a matter of a few hours and complete day one of releasing the video. So here is what you need to do:

online video advertising, media produciton, video marketing, bfresh media productions

I would suggest uploading your video to YouTube or Vimeo and embedding that into your web page. Not only is it the easiest solution, but it can provide another way for people to find your channel and potentially other videos. I will talk more about the YouTube settings later but you will basically need to copy the embed code or video url and paste it into your site, depending on your website setup.

  1. Location – this is key but sometimes an afterthought for some as the video is created long after the website is designed and live. If you need to go back to your designer to help place your video properly, I might suggest doing that. Basically you want it to be at the top of the page either as soon as a user lands on your website or on the product/video page that it is speaking directly about. Try to keep it above the fold which means the user does not have to scroll down in order to see it.
  2. Think about your funnel – If the purpose of your video is to entice viewers to buy now, you want to make sure that the buy now option is really close by. Essentially you want to make it very easy for them to follow through with your call to action, whether that’s a donation, sign up for a newsletter, or enroll in a course. If they have to go looking for that once the video is over, you’ve probably lost them.
  3. Refine your embedding options – Things like frame size and player style are often customizable when embedding into your website from YouTube or Vimeo. Have a look at your options and make sure you choose the ones that are best for your needs. I’d say one of the most important things is to disable “suggested videos” that will show once the video is finished if you can. These are often from other sources and may not be related. You can disable these easily when using the embed code but not always when using a direct link.

advertising on facebook, video advertising, marketing tips

In recent years, Facebook has really made a push to encourage users to upload video content directly, instead of sharing it from YouTube and it is working. You will notice that a YouTube video will show on a Facebook feed only as a thumbnail link but native videos will start playing (without sound) as soon as you scroll up to them in your feed. This is really important to note because if you want as many people to watch your video as possible, here is what you need to do:

  1. Upload your video to Facebook – Like I said, don’t just share the YouTube link because it won’t get nearly as many views. If you have a business page, be sure to upload it there and not to your personal profile. When you do upload, make sure you give thought to the title, keywords, and poster frame. Don’t just use the name of the file that your video producer sent to you, use something more descriptive. The poster frame is the still image or thumbnail that shows before the video plays. Often you can select that frame from the video but it may not be perfect. More often than not, we create a custom thumbnail and upload it, to get the most impact. Something we do for all of our clients.
  2. Don’t forget the post – When you upload your video, by default it will show up in your feed as a post. Make sure to write a post about the video to help get people’s attention. Here are a few more things to consider when writing that post:
    1. Tag Tag Tag – make sure to tag any other person or business in your video so that they will see it and most likely help to share it.
    2. Hashtags – Ok people still have mixed feelings about using hashtags on Facebook but I say if it’s relevant and could help people find you then go for it. Just don’t get carried away with it though. Because at the end of the day, it’s still Facebook hashtags.
  3. Captions are key! – Remember that part about videos on Facebook always playing without sound until you click on them? Well if you want to increase your chances of people clicking on your video, you will upload an SRT subtitle file. Let’s not forget all those people who are on Facebook while at work or school. To avoid being caught, they can’t click on your video so subtitles will ensure that they will still get the message too. Subtitles are simply a must have and something we always provide to our clients. (Want to learn how to add Captions to your Facebook video? here’s a quick how to)
  4. Share it – If you’ve uploaded it to your business page, start by sharing it on your own wall. Not everyone who likes the page will even see the video so this will help get the ball rolling. If you have employees, customers, family, tell them about the video and get them all to share it too. The more times the video is shared, the larger the audience will be. This bump in popularity gives a boost to your visibility too as Facebook will show your post more because it is being shared, liked, and commented on. So once that ball starts rolling it can really gain some serious momentum.

video advertising, marketing with video, media production, collingwood video production

Youtube is the second largest search engine in the world so if you have video advertising that is not on youtube then you are missing out on a massive audience. Here are a few small things (without getting too advanced) that you should do once your video is uploaded to help people find it:

  1. Fill in all the boxes – I would say on Youtube, your title, description, keywords, are even more important than facebook. That’s because your video can show up in google searches based on that information. So again, don’t just use what the file from your producer is labeled, think about what someone, searching for you or the subject of your video, might type into google. The same goes for the description. Make sure to add links to your website or other relevant pages so that people can learn more or buy now.
  2. Custom Thumbnail is key – Again, more important than facebook your youtube the thumbnail or poster frame is essential in getting users to click on your video. Usually the ones they give you as an option are terrible with your mouth wide open, or mid blink. You want something that looks professional and gives the viewer a sample of what they are about to watch. If you want some inspiration, just go to youtube and look at the recommended videos to see a wide range of examples that will include screen grabs or fully designed titles with text. NOTE that if you do not see the option to upload a custom thumbnail (in your video settings) it means that your account is not verified. Visit the channel settings page and go through the easy process of verifying your account to unlock this and other features.
  3. Share Share Share: Without getting too carried away with other platforms here is where we can talk about other places to share your youtube video. This is another reason you want to make sure your channel is set up properly in terms of your branding and links in your description so that traffic you drive to the video can find more information about you, your company, and your website. So think about all the other social media accounts you might have and share away. Twitter, Linkedin, google +, will all allow you to share your video. Instagram even extended their video limit last year to 1 minute so share it there too. If your video is over 1 minute leave a link in the description or in your bio that will take viewers to the full version.

Stretching that ROI

So again, everything that I’ve mentioned here I will do in a few hours on day one of releasing my video. If the video is on your website, then there is a likelihood that it will continue getting traffic as long as people are visiting your website. On social media however, that momentum can die off quickly but you should not just forget about it after the dust has settled.

  1. Consider boosting your Facebook post – Long after your video has been posted, that post still exists and should be stretched as far as it can go. For a very reasonable fee you are able to put that video in front of a very targeted audience. Choose how much you want to spend from a minimum of $1 per day for any length of time to create a campaign. I recommend doing this over the course of a year either quarterly or monthly depending on your marketing seasonality.
  2. Advertise on Youtube – This is also a highly effective and targeted form of advertising. Once your video is uploaded you can pay to have it run before other videos as an advertisement. I would recommend doing this only if your video is very short and designed with this channel in mind because you often only have 5 seconds to catch someone’s attention and you might only be able to hold it for another 10.

 

We definitely recommend planning as much of this as you can before even going into production. It is our preference to help in the development of that campaign so that we know exactly what needs to be created and why. However, if you’re just getting to it after your video has been finalized and delivered, don’t fret. Take a deep breath, try to tackle each of these things one at a time, and remember that we are always here to help.

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Newfoundland (in ten days): A Viral Success

Had I known the video I cut of our vacation across Newfoundland would be seen by so many people, I may have left out the part about making Mr. Noodles, using the hotel coffee maker, without a shirt on…

Aside from that slightly revealing scene, I think many fellow travelers and Newfoundland natives connected with the ground level, first hand perspective of our travel video. To me, it was a pretty typical excursion, getting “screeched in”, visiting popular destinations like Signal Hill, Cape Spear, and Gross Morne Park among many others. Basically we hit as many sights as we could in 10 days, but I believe it was that typical experience, with a bit of our funny antics, that struck a chord with people, propelling the video into viral success.

Within one week the facebook post had reached over half a million people. It had been shared over 5,000 times, viewed approximately 240,000 times and received over 500 comments, all of which were positive. Most notably, it was shared and tweeted by the official Newfoundland & Labrador tourism page and we were featured on the MUCH travel blog Far and Wide.

The video is just over 3min and contains 214 shots. That is an average of less than 2 seconds per clip. It is fast moving but the only way to fit as much as I could without the video being a full 1hr feature. And trust me, we had more than enough footage for a feature.

In case you haven’t seen it, here it is for your viewing pleasure:

So what was it that made this video more shareable than others? Up to this point, the most my work had been viewed to any viral extent was 13,000 times. I didn’t even obey the first rule of digital marketing which is keep it short. So what was it about this one that made it so popular?

Here are my thoughts and take away from the success of this video:

    1. I gave other businesses and people a reason to share. Don’t blink because you might miss them but featured in the video are several local businesses from breweries to cafes as well as international brands like ford and adidas. This was a bit of a strategic move on my part in the beginning, just to get the ball rolling. When I posted the video I made sure to tag those businesses in the hopes that they would share it to their followers and indeed most of them did. Some of them also tagged other pages involved in Newfoundland Tourism which helped even more.
    2. Travel is a big part of it. There are 3 kinds of people in canada, Those who live in Newfoundland, those who have been to Newfoundland, and those who want to visit Newfoundland. Well maybe not exactly, but I found those were the 3 largest groups that were leaving comments on the post. The largest response was from Newfoundlanders and I think a lot of it was recognizing places, and experiences… and that leads us to reason #3.
    3. It was relatable. One comment in particular I believe summed it up completely. Someone said: “This is the most realistic tourism video I’ve ever seen”. Unlike most tourism videos, I was focused on our experience right down to the very senses. As much as the scenery was breathtaking almost everywhere we went, I also captured the small things like touching surfaces, drinking beer and wine, to the point where you could almost feel, taste and smell the same things we were. And to me I think these are the more relatable experiences because as beautiful as drone footage is, I the tourist will never see a destination from that perspective.
    4. It left you wanting more. “The clips move too fast” was a fairly common comment. Not to be too harsh but I feel it is important to note that that feedback seemed to come only from an older demographic. Despite the comment, it didn’t stop people from watching it and I think it’s because they really wanted to see more. In other words, the one negative actually worked in its favour because you didn’t want to miss anything.
    5. It worked without sound. Now this is a facebook marketing tactic that I did adhere to. How often do you watch videos on facebook without sound? Probably more often than you realize. 82% of viewers watched my video without sound. That’s why when it comes to facebook video, It is imperative to try and catch someone’s attention in the first 3 seconds and be able to hold their attention without sound on. So subtitles and visual storytelling are huge. That would also explain my main demographic as the video started with the title “Newfoundland (in ten days)” and shot straight into recognizable locations and landmarks, and you didn’t need sound to follow along.

 
So what is my takeaway? Basically this video that I created for fun, more than anything else, serves as a great case study. The learning I have gained from this experience will go into every other client project moving forward in the hopes that we can recreate that viral effect. Before this, my bar was set at 13,000 views, now my sights are set on clearing that achievement of 240,000 views. And wouldn’t you want that to be your brand? I mean who doesn’t want, a huge increase in Page likes, engagment on a national or even global scale, plus a huge spike in website traffic?

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3 Reasons Your Business Needs Video Testimonials

Being a video production company with roots in direct response television, we understand the value of good video testimonials. This is a powerful marketing tool and there are so many reasons why you see all manner of "real people" on late night infomercials or early Sunday paid programming, telling you how great the product or how important the charity. It's because they work... and if you haven't noticed, the more emotional the story, the better.

So here are my top 3 reasons why video testimonials work and why your business needs to use them:

Ben's Top 3

1. Establish Credibility

Credibility is essentially a perception, on which we can build trust. Think of it as your brand advertising. It is merely a symbol of your company and your values. Ideally you want potential new customers to see your brand as a name they can build a relationship with, for reasons they may not even know. How do you create that perception? With customer testimonials of course! If I see that someone else put their trust in your company and they had a great experience, then it's going to add a lot of credibility to your brand in my eyes, and that's going to have a lasting effect.

2. Build Trust

It is possible to appear credible but not be trustworthy like someone who talks a big talk but doesn't follow through. That's the beauty of customer testimonials. When done right, they can establish credibility and build trust all in one short video. The best scenario is a customer who maybe had slight hesitations but took a chance and their expectations were exceeded. Because at the end of the day, we all want to be that success story, to know we put our trust in the best brand, product, or sales person and they did not disappoint.

3. Make An Emotional Connection

People don't buy what you do, they buy why you do it. This is the main idea from one of my favourite Ted Talks from Simon Sinek titled "Start With Why". In his great talk, that you can watch here, Sinek points out that we as consumers can understand product features, benefits, facts and figures but what drives behaviour is pure emotion. When advertising can connect emotionally, we are speaking directly to the part of the brain responsible for making the decision to buy. That's why when it comes to those infomercials, it's always the most heart wrenching story that makes the cut. Every single time.

The best thing is that testimonial videos don't need to be long either. In fact, like most video advertising, the shorter the better. So things like quick little sound bytes, catch phrases, or even outtakes can be incredibly powerful in hitting those 3 points. Nor do they have to be overly expensive. The key is to be genuine and a simple production can be just as effective as a large budget production.

So the only question is, who are those customers that have had such great experiences that you simply need to share?

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What is Direct Response Advertising?

Direct response advertising is very popular among retailers and not for profits because when done properly, it is a highly effective form of advertising. In my experience, most small businesses use this form of advertising without even knowing it. So what is DR? well let’s break it down. The term “direct” refers to the targeting nature of DR. Response is just that, a response mechanism that allows advertisers to track efficiency of the ad and the medium, in order to optimize campaign performance.

The best example to give you is direct response TV, otherwise known as infomercials. Infomercials popularized DRTV because they proved that you could sell a $20 product like “slap chop” during a $100-250 commercial spot and make a profit. And unlike conventional advertising, the results are instant and measurable. Meanwhile, other industries such as financial and not for profit have since come to rely on direct response as a valuable sales tool.

The key components of direct response can be applied to other forms of advertising under the “direct” umbrella that you can and should be using such as direct mail or direct response print.

Here are three components which differentiate a DR Advertisement from a conventional brand advertisement:

1. The offer

Everyone likes a good deal. This is most often the sale price, discount or GET A FREE _____ (often in full caps with excessive punctuation) anything you can offer that adds value will help to catch someone’s attention and get you that much closer to a sale.

2. The call to action

This is what you want your audience to do. Examples may include Call the number, visit the website, or basically buy right now before you forget how much you need this. The call to action is not always about finalizing sales. It can also be getting people to provide contact information like signing up for a newsletter. The goal here is to be able to say, each advertisement cost me this much, and I made this much in return. If your call to action is to have your audience sign up to your mailing list then you must ask yourself: “how much am I willing to pay per signup?” and aim to achieve that goal.

3. Establish a sense of urgency

This is to assist in that immediate response and what makes DR so trackable. Infomercials are notorious for their repeated announcements that inform you this is a limited time offer; that you must call now, or better yet, if you call in the next 5 minutes we’ll throw in this extra gift completely free!! They do this because they know that if people don’t call within 5 minutes; chances are they are not calling in at all. Adding the urgency does improve the rate of success and there are ways to add urgency without sounding like Billy Mays. For example using wording like “call now” or “visit the website today”, or wording like “limited quantities” will add just a little more urgency on the call to action.

Again, these three key components are part of any good direct response advertisement but they do not need to be applied to just TV or print. You can apply these principles to any form of advertising including online and social media or even one to one sales.

The most important part however is testing and optimizing but what most small businesses don’t do because of the complexity and time involved. DR is more of a science in the way good marketers test various media, headlines, designs, demographics to find that perfect storm; The right ad, in the right place, at the right time. It can take a lot of time and money, but when done right, direct response can have a huge payoff, and make it all worth while in the end.

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The Difference Between Marketing and Advertising

I was recently asked by a new client, What is the difference between Marketing and Advertising?

Well this may seem like a simple question to some, it’s actually a fairly common one. To me, there are no simple questions I always take pride in trying to educate (even potential) clients, to help them up their marketing game.

Marketing vs. Advertising, bfresh media production

So for anyone who has wondered but never asked, here is your Marketing 101 for the day, The difference between marketing and advertising:

Advertising is merely a component of marketing because marketing is defined as the planning, execution, control, and analysis of various business activities that are meant to bring together buyers and sellers. These business activities include advertising as well as many other components like branding, direct sales, market research, public relations, and community involvement. There are many other components of marketing but these are ones that are most relevant to my clients.

To further wrap your head around this, here is a definition of each of those marketing components:

Advertising: A sponsored message from producers to consumers in order to persuade buying activity. Advertising is communicated across media such as TV, radio, newspaper, magazine, outdoor, direct mail, online, or on a mobile device.

Brand: is the identity of a specific company or product. A “Brand Identity” refers directly to the symbols, colors, sounds, imagery, and even thoughts and feelings that are associated with a particular brand. You as an artist can think of your brand identity as your style, subject choice, medium, and even your signature. Later on I am going to talk about how to build your brand in more depth.

Direct Sales: Any form of face-to-face solicitation. Example: Public art exhibit; you’re not just talking to people, you are selling yourself. Later on I will talk more about the dos and don’ts of direct sales.

Market Research: is an objective collection and analysis of data about a particular target market, competition, and/or environment. The purpose of any market research project is to achieve an increased understanding of the subject matter. As an entrepreneur or small business owner, simple forms of market research can be conducted through surveys or by simply speaking to the public or customers about your product.

Public Relations: refers to the actions of a corporation, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. Artists are often contributing to charitable causes or community organizations through participation and donation and these are forms of public relations. Basically any new person you meet is an act of Public Relations, so don’t forget to give them a business card.

Community Involvement: is similar to public relations, however, the key difference is leadership. By actively engaging members of your community and leading the charge to promote a local event, charity, organization or an exhibit, you are taking pr one step further to community involvement.

So, as I’ve said before, one of our goals is to change the marketing landscape with small businesses and that begins with education. So if your business doesn’t have one, consider writing a marketing plan. You need to think of every decision that you make, from where you show your ads to the look of your website and business cards and your participation in community events as part of your overall marketing plan instead of just buying a single print ad. You might already be doing these things with your business but it’s good to be able to apply these terms to your actions in order to understand the value of your marketing. And with a little creativity, who knows where that will take you.

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3 ways video will boost your marketing exposure

Ok so my last blog post Ben’s #1 Reason to Advertise with Online Video, I talked about exposure and how Video advertising leads to way more of that good stuff. But how do you quantify exposure? Why is it so important?

Well first let me clarify that exposure should not be your only concern when marketing your business. But think of it as the mouth of a funnel. The wider that mouth is, the more leads you will generate and therefore more possible new customers coming through the end of the funnel.

marketing advertising sales funnel video production collingwood

So it is my #1 reason to advertise with video but this is a more in-depth look at why exposure is so important. Here are 3 ways video will boost your marketing exposure:

1. Engagement

Engagement is about capturing the attention of your audience and hopefully motivating them to respond to your call to action. Marketing professionals agree, in a recent survey, 70% reported that online video converts better than any other medium (MarketingProfs). This is compared to facebook, twitter, and traditional television advertising. Even if you don’t have a direct call to action but want to grow brand awareness by explaining what your business does, video can help with that too. On average, internet users will spend 88% more time on a website with video. That equates to approximately 2 more minutes spent on your website. Not to mention an increased engagement in social media posts and that brings us to the second reason:

2. Reach

Kind of like Exposure but multiplied. Think about the last thing you shared on facebook? was it a video? well you’re not alone, especially if you were on your mobile device at the time because 92% of mobile video viewers share videos with others. (Invodo) and that video viewing makes up 50% of all mobile traffic. But now we’re getting into a whole other area but the fact is that if you’re marketing your business with social media, posting video is much more likely to be seen and shared than text and even photos.

3. Search Engine Optimization (SEO)

You’ve probably been told you need SEO for your website. Well you can drastically increase your search ranking by adding photos and, you guessed it, video. Simply put, Google prioritizes video content because it wants to ensure that the users find the answer they are looking for. That’s probably because Search results with video have a “41% higher click-through rate than plain text.aimClear

There are so many ways you can incorporate video into your marketing strategy and each approach has their own set of benefits. It is important to remember however that not just any video will do. The key elements you always need are creative approach, engaging content, and a clear call to action. Lucky for you, we’re pretty good at those. 😉

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Ben’s #1 Reason to Advertise with Online Video

Video production should be a part of your marketing strategy. Why? Well it’s 2016 for one, and I know local cable and TV advertising is on the decline, but but seriously, it’s 2016. The fact is that online video can say more and reach farther than you ever imagined. They say a picture is worth a thousand words, well apparently “a minute of video is worth 1.8 million words.” according to Dr. James McQuivey of Forrester Research.

[video_lightbox_youtube video_id=”YxJ2g8qNJHw” width=”500″ height=”281″ anchor=”http://bfresh.media/wp-content/uploads/2016/01/AdvertiseWithVideoPoster2.png”]  
Not only that, it’s a medium that people still care to consume and that consumption continues to rise every day. Online video users are expected to double to 1.5 billion in 2016. (Cisco) So instead of listing a top five or top ten, I thought I’d cut right to the chase. Here is my single most important reason why video production should be part of your marketing strategy in 2016:

1. Exposure

Youtube is the 2nd largest search engine in the world and you’re not on it.Think about that. It’s not much different from going to google, searching for your business and it’s not there. Not having video can really be compared to a lack of website or business cards. In 2016 online video traffic will be 55% of all consumer Internet traffic globally. (Cisco) This is far more than web browsing and email combined and that percentage continues to rise. So you may be marketing your business online but if you’re not advertising with video, you’re missing out on a vast majority of that market, a.k.a. exposure.

Now there are many elements to determining the success of your marketing but I guarantee that all of them will see a boost when incorporating video. From reach, to engagement, to return on investment, and even your website search ranking. I could get into all the statistics about those (and I will in other blog posts) but the bottom line is that video is like a huge party that you clicked “maybe” attending but instead you’re at home doing laundry.

There’s a whole other side of the internet that you’re missing out on. So what are you waiting for? In 2016 come join the party.

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