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Developing an expert system: Much work, many challenges, challenging job. | Copyright iStock 912613902

In Brief: Last time we talked about the equipment, responsibilities among the involved, legal aspects and the shooting location.
In the third part of the series there are more important tips with examples on how to make a marketing video successful.

Now we are closing this series with more thoughts on these last 4 points (click and read the answer immediately):

  1. 1. Budget: Something always goes wrong
  2. 2. Where do we launch our video?
  3. 3. Which duration is best for our marketing video?
  4. 4. Epilogue: The actual secret recipe is to plan long-term
  5. 5. What is your opinion?

And there is more you might be interested in:

[su_box title=”How to Prepare Your Marketing Video?” box_color=”#86bac5″ radius=”9″ class=”alignlcenter max-width: 700px”]

Video marketing: 4 tips for creating relevant content 
Video marketing: 4 tips for avoiding trouble
Video marketing: 4 secrets experts won’t tell (you are here)

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Read this blog entry in German here.

To stay tuned and get the latest updates on successful video marketing, sign up for our newsletter here.

1. Budget: Beware, something always goes wrong

  • Do we have the necessary means to fund the production?
  • Does our calculation comprise every detail and is there a financial buffer (it is almost always needed!)
  • Is there a need for external financing?
  • Where can we find sponsors and how can the compensations look like?

Especially this last point is interesting to all of us. If you can pay your video production yourself, then there is no need for this. But the sooner you get more partners and cooperators on board the better!

This is because you should not stop after producing only one video (for further details see below!). It is beneficial to find sponsors even though there is no need to find external investors in the first place. But in future these can support your projects and furthermore promote your video in their own networks.

Sponsors can not only give money, but provide for catering or a perfect shooting location. In this way working with sponsors means your marketing video can be really good even though it is a low budget production.

Then it’s your turn to give something back to your sponsor. This can be as easy as incorporating the sponsor’s company’s logo into the picture. Or thank him in the end credits.

For our Deutscher Marketing Verband (#DMV) video, we only needed someone who had a white wall we can use as a background

By the way, we had to go there twice. By the time we were there the first time we noticed that Urs’s shirt (white with small, light green dots) was practically indistinguishable from the white background. We could not shoot a floating head…

We had to postpone the shooting. Fortunately, we lost only one week.

Dies ist das YouTube Thumbnail unseres Videos für den Deutschen Marketing Verband (#DMV) zum Thema DSGVO

This is the YouTube Thumbnail for our Deutscher Marketing Verband (#DMV) video.

2. Where do we launch our video?

This is a question we ask ourselves and we work on theoretical solutions even before we start putting something into practice.

  • Which video platform can we use to launch our marketing video? YouTube, Vimeo, something else?
  • Do we have a YouTube channel that matches the corporate design or do we have to create one?
  • Do we have to write blog entries about our video and the production, where we can embed the video? (YES, definitely! We do this every time.)
  • Does our sponsor have a blog? Can we embed our video in one of his blog entries?
  • Do we have social network accounts like Facebook, Instagram, Twitter? There we can for example post a short version to generate traffic on our blog site or YouTube channel.

Another question is: How to launch the video.

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Tip

If you have a short movie that’s about 10 minutes long, task the cutter to make a trailer or teaser of about half a minute. This will be posted on all social media channels before we launch the actual video.[/su_note]

Maybe there is the option to show your marketing video on local TV channels or in the cinema in the surrounding area. Obviously, this depends largely on our target audience as well.

3. Which duration is best for our marketing video?

In the first 15 seconds of your movie the viewer chooses if he wants to watch more of it or not. This means, the first few seconds have to be as interesting and eye-catching as possible.

Turned out – after many projects – our DrKPI camera team spends most of the shooting time with these first seconds. It’s definitely worth it, to be a perfectionist when it comes to the introduction.

The rest will fall into place: If you are going to talk about a to of complex information, you have to ensure the talking speed is appropriate for your target audience to understand. Do not tell too much in too little time. But make it as short as possible, so it will not become boring half way through.

Duration time largely depends on your budget as well. For example, 1 minute of video needs 1-2 hours of basic cutting. (Consequently, more complicated editing like animations needs more time.)

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Tip

In general we can say: The video has to be as short as possible, as long as necessary.[/su_note]

4. Epilogue: The actual secret recipe is to plan long-term

If we are going to produce only one video alone, it has to become something magically perfect to be a success just like that. Videos get more attention if they appear in as a series, therefore we have make new videos on a constant bias.

That is why we ask ourselves: Is there a potential for continuation of our idea, our project? Do we have other similar ideas with the same style so that our videos will be recognized?

If the answer is no, you should consider making another movie.

Another fact is, that videos will be outdated after a while. Sometimes because of the content, sometimes because there are so much more new videos with the same content.

This is not very surprising when we consider that every minute there about 400 hours of video material are uploaded to YouTube. To make it even more stunning: Every day there are 576.000 new hours of moving pictures on this video platform alone!

What we learn is simple.

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Tip

Video content has to be renewed on a regular bias, because one video alone is never enough. [/su_note]

A video will at some point become less and less interesting for the viewers. Even though the content might still be up-to-date after months or years.

It depends mostly on the industry and the nature of the video contents, but there is a tendency that in about 2 to 8 weeks there are no more new views. Of course, you can post the video again and again and stretch this period. But, at some point, everyone who wanted to has watched it and will not watch it ten times more.

So think about the continuation, think about your first video as the beginning of a long-term project. This is what we always suggest our clients to do.

What is the secret behind videos gone viral?

What is the secret behind videos gone viral?

Maybe you are lucky: You succeeded in making your first marketing video a hit. And you gained a lot of new costumers.

But will these costumers be loyal? Especially, if the concurrence is uploading new videos with even more innovation in the same field every month. This is problematic…

5. What is your opinion?

  • Do you want to make a marketing video, but you are still looking for a good idea or do you need help with the execution of your project?
  • Do you have experience in video marketing? What would you improve next time?
  • You have already succeeded in making a marketing video for your company? Show us your project with a link in the comment section below and tell us how you made it.
  • Or are you planning to make a little movie for your company, for an event or produce a short video for some of your blog entries? Tell us about it in the comments. We answer as quickly as possible.

We are glad to get to know your project and wait for your comment.

 

In brief: This is the first of three blog entries about marketing videos.
In this post, we show you what it takes to create a successful video.
Careful preparation is the first and biggest step.

Keep reading to see a full post and how you can implement these tips for your next video.

Almost five billion videos are watched every single day on YouTube alone.

Another interesting fact about video marketing ROI (return on investment) is that 92 percent of mobile video consumers share content with others.

We are convinced that good preparation is half the job. Conversely, a lot of time and money will be lost if we realise during production or – even worse during post-production – that our project was not thought through properly…

That is why we made this series of twelve questions with tips, tricks and examples you should know before you dive head-first into shooting.

Below are four questions that need to be answered carefully during the preparation phase. Please address these issues before you do the video shoot (click to get straight to the answer):

  1. 1. Why a video?
  2. 2. Who is our target audience?
  3. 3. What is our goal?
  4. 4. What will the content be?
  5. 5. What is your opinion?

For more information, read the following articles:

[su_box title=”How to Prepare Your Marketing Video” box_color=”#86bac5″ radius=”9″ class=”aligncenter max-width: 700px”]

Video marketing: 4 tips for relevant content (you are here)
Video marketing: 4 tips to avoid trouble
Video marketing: 4 secrets experts won’t share

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Read this blog entry in German here.

To stay tuned and get the latest updates on successful video marketing, sign up for our newsletter here.

1. Why a video?

Making a movie or simple video is easier said than done. Why not a white paper, blog post or press release, instead?

First and foremost, we need to clarify our intentions. Otherwise we will get lost during the process of shooting the video. This helps bring everything into focus.

For example, why should we make a video instead of, or in combination with, a blog entry?

Of course, a video will be more easily remembered, and over all, people love to watch videos on the internet, even more so than reading a blog entry. A video might be easier to understand as well, because it generally demands a lower level of concentration than text.

In particular, we have to think about what we want to show. If we provide our costumers with audio-visual material, we need to give them something particular to see.

For instance, if we are going to talk about a lot of information, our audience be better off with text. An interested user is able to read through important sections of a text again and again. He or she doesn’t have to search for the very second where the important part begins. In a text, there are headlines that structure the information so that one can easily find a sentence or word again.

Then again, there might be a very complex issue that requires a more precise explanation. Why not make a video about this very matter to accompany the text? In the video, we explain the issue and visualise it with an exemplary demonstration.

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Tip 1

Making a marketing video just for the sake of having some video might not be beneficial, but it is always useful to have a short video a blog entry to supplement a text with visual content.[/su_note]

2. Who is our target audience?

Who are we trying to reach with this content? Existing customers, key accounts, or employees? Or are we trying to get new audiences on board, and reach even more people?

Does our target audience consist of pupils and those looking for a job or training, or of companies that could become affiliates? Or do we want to get closer to the end-user?

Children? Artists? Sportsmen? Dog lovers? You know what I mean…

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Tip 2

It is helpful to look for the kind of videos your target audience is watching, but keep in mind, your audience might be interested in completely different videos when it comes to your business.[/su_note]

Most adolescents love to watch vines (7-sec-videos) by their favorite YouTube star, but if you want to air those, the situation gets more complex. If we want to produce a video that will go viral, we had best also include an influencer (note the irony).

This inauthentic video might deter the student. She wants to be taken seriously by her future employer, who has to show they understand her situation, probably characterised by her uncertain future.

In this case, we had best focus on our qualities as trainer and an employer that provides our trainees with security, learning support, and other important qualities.

We made a video (in German, see below) about Hadya Khalil from Syria.

This DrKPI production shows what it takes to make an authentic video. Hadya herself is not an influencer, but she is authentic in speaking about her personal situation. As a refugee, she was looking for an apprenticeship in Switzerland. After a lot of hard work, which she talks about in the video, she secured a position.

For Hadya, Alpiq InTec in Zurich is the best employer / trainer she can imagine. That comes across as authentic and truthful, based on her experience.

https://www.youtube.com/watch?v=NlX6mSkY2n8

Obviously the video’s tone (factual, emotional, etc.) arises from the objective, which was to reach a younger target audience.

Understanding your target audience’s preferences, needs and wishes is a first important step. As we show below, defining what you intend to accomplish comes next.

3. What is our goal?

The next step is to ask:

Do we want to produce an image video, to illustrate our corporate culture or philosophy?
Do we need to increase awareness for our newly launched product?
Do we want to increase the number of qualified and motivated job applicants for certain positions?

In some cases, the company may just want to document the annual shareholder meeting to communicate with an important group of stakeholders.

We must write down and discuss our objective or what we want to accomplish. Without this, it is difficult to stay focused when shooting the video. Moreover, this makes assessing whether you accomplished the goals you set feasible, such as with the help of Key Performance Indicators (KPIs).

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Tip 3

It is helpful to watch others’ videos with a similar objective to help you formulate your goal and decide what can be accomplished. [/su_note]

Of course, if you have the budget, getting advice and support from professionals is always helpful, but remember that, while creativity can be wonderful, keeping your goal at the forefront is key to getting your message across.

4. What will the content be?

Obviously, a marketing video about a toy train cannot be compared to one about an innovative accessory to an endoscope.

That is what determines the video’s tone. If a CEO of a medical company is talking about the technological advancement of a new product, the video has to be neutral and fact-based. This goes beyond just the product, the firm’s strategy or an event. It is about communicating what needs to be communicated well. This can easily go wrong, whether you keep your target audience in or not.

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Tip 4

Tell a story. That goes not only for better blogging, but for videos – maybe even twice as much.[/su_note]

We often want to tell a story (see Hadya Khalil above), but sometimes we only want to give important information. Either way, we need to specify what is to be communicated.

A script has to be prepared beforehand, which must be structured properly. Without structure, you risk your audience losing the thread of what you are trying to communicate, in which case they will not watch your video to the end.

Do you want to share your views? Have these tips helped you so far? Leave a comment below or read the second part (coming soon) to get more important information on how to make a professional marketing video.

5. What is your opinion?

  • How much time do you think you spend each day watching video content on your smartphone, tablet, or laptop?
  • Do you have an example of a great video for a product, event, or explaining algebra?
  • What would you advise someone wanting to make a great video? Please share in the comments.
Crowdsourcing consumers started in 2007 with getting them in creating selfie videos to asking them to design luxury watches today | Author : Rawpixel.com| Fotolia #88900750

Summary: What went wrong with content marketing during 2015 and 2016?
What are the 3 critical things you must do to produce successful content that creates buzz for 2017?

This blog entry is part of the DrKPI #Trends2Watch Video Series for 2017.

The series’ main focus is trends, without giving you a checklist to solve everything. Instead, we point out what went wrong and what things we must change to succeed next year. In fact, it’s best if you start implementing these suggestions right now, while putting together content for your next blog post.

♥ Curious? Join 1,500+ other subscribers to this blog’s newsletter and read on!

1. What is Marketing?

Marketing is often misunderstood as being the same as sales. However, marketing focuses on the needs of the clients. Theodore Leavitt put it as follows:

Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the cluster of things associated with creating, delivering, and finally consuming it.” – Theodore Leavitt (see https://hbr.org/2004/07/marketing-myopia)

Thus marketers must learn their customers’ needs and how the company’s current products satisfy them.

In turn, gaps can be identified and with the help of R&D, for instance, new products can be developed. The product can then be sold because it solves another important problem your client may have.

2. What is Content Marketing?

The above indicates that content marketing is also often misunderstood. Thus people produce content that tries to sell their product or put it in the spotlight.

However, good content marketing supports our efforts in general marketing. That means the primary focus for content marketing must be helping us understand customers’ needs. While redundant at first glance, content marketing supports our efforts for better understanding of what the client needs as part of our overall marketing strategy.

Content marketing focuses on clients’ and prospective customers’ needs and problems. It tries to address these by providing content that answers questions clients need or want answered. Good content provides solutions or new insights to issues or problems that matter to our target audience.

There is a large group of customers that appreciate content that solves real or assumed problems. An example is:

How to do your make-up in 30 seconds every morning

Content marketing addresses the needs of clients. This may be as simple as:

“How do I build my own bookshelves?” or
“How should I organize may sales activities each month?”

Of course, if your blog focuses on sustainability and the blog entry talks about aquaculture, your content is a bit more complex than if you explain the make-up bit. But if that is what your target audience needs, that’s the kind of content you want to try to create.

3. Improving our Content Marketing for 2017

In a customer support forum it is perfectly all right to talk about how to better use our product. The same applies in a product blog, where we update readers. For instance, we may have power users share their insights and tricks with others. We may also report about upcoming product updates or possibly workshops being held nearby for users of our software.

While the above helps with current clients, it may fail to attract potential clients. The latter do not necessarily want to know about our product or updates. Instead, their focus is on solving their own problem(s), such as:

  • how to shop for clothes that make you look great,
  • the 10 best restaurants in Torino, Italy, and
  • how to show how my content marketing helped our bottom line.

Some of these issues and possible solutions I point out in the video below.

VIEW the 1-Minute Video below for more details
Download the slides used in the video (500 KB PDF).

[su_box title=”3 takeaways: How to make sure your content provides value for your target audience.” box_color=”#86bac5″ title_color=”#ffffff”]

1. Avoid preparing generalised list content, such as “10 best tips…”.

Whatever it is, focus on providing added value or solving a problem that is of concern to your target audience. For instance, 3 points that help you make a better video than the one I made above. That will get my interest, guaranteed :-)

2. Talk with your clients.

  • What concerns do they have (“making sense of web analytics is tough”)?
  • What are their pain points (how to…) for which they would love to consume content (e.g., slides, video, blog entry)?

3. Get client feedback about your content.

You wrote about a problem, because of the input you got about the topic from clients (see point 2). After it is published, call your source and ask them for feedback about how useful the content is or what is missing. Even better, ask them to do so in the form of a comment on the post. You can then can reply to further help your audience.[/su_box]

4. Have your say – join the conversation

Source: 2017 trends: 3 rules for better content marketing

What is your opinion?

  • When was the last time you read interesting content on a corporate, fashion, music or hobby blog?
  • Do you like to get slides or checklists to download in a blog post?
  • What irks you the most when it comes to corporate blog content?

The author declares that he had no conflict of interest with respect to the content, authorship or publication of this blog entry (i.e. I neither own any of these brands’ products nor are they our clients).

Short content with little depth will not do

These days we are inundated with data on our newsfeed, social networks (e.g., Instagram images), YouTube, etc. Some of us even read newspapers in digital or, surprise, traditional format.

Here is a short video from 5 marketing influencers (how did they become marketing influencers?), that talks about the evolving content marketing trends for 2017.

Six minutes in length, of which only 1 minute by 1 person provides this viewer with some value. That is a recipe for failure in Content Marketing for 2017. It also means that those that supposedly know may not know that much more than you do. Pity.

If you have not already done so (of course you have!), please make sure your content for 2017 has added value for your clients :-)

 

Guess who says something that makes sense in the Content Marketing Trends Video for 2017.

If you watch this video and have the feeling that you now know what 2017 will bring (i.e. challenges or opportunities for those creating content), you are way ahead of me – so please share!