How to Build Trust with Video
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Lorne Litowitz hosted a webinar on effective online video strategies. The webinar covered the video production process, including scoping, design, production, and launch. It provided tips for scripting video, using different video styles like explainer and animated videos, and tips for building trust and engaging younger audiences through mobile-optimized video. The webinar also discussed budgeting considerations for video production and how video can be used across social media to drive traffic.
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How to Build Trust with Video
- 1. Webinar Hosted by: Lorne Litowitz
- 2. Agenda • What the online video process looks like • How to build trust with video • How to reach the younger generation • What to budget for • Effective video styles and content strategies
- 3. Video Strategy Process • Step 1 - Scope and Design • Step 2 – Production and Post • Step 3 – Launch and Optimize
- 4. # 1 - Scope and Design • Setting goals for video – purpose, uses • What type of video? Short form vs long form, entertaining, interactive/multi-clip? • Deciding style, location, creating timeline • Scripting – establish your audience and speak to them in language natural to that relationship • Talent - establish your audience and choose someone who will resonate with that persona
- 5. Scripting Tips • Authentic, natural speak, re-create your real-life conversations • Give value, get to the point, boil down the message • Translate a 3 Min conversation off-line into 1 Min online • 140 – 190 words can be spoken per minute. Copy and paste any script into Word and do a word count. • Make sure the script has a Call to Action!
- 6. # 2 - Production and Post • Lights, camera, action! • Going off script – good stuff percolates on set. Don’t be afraid to mix it up • Hit all the marks – adequate audio and lighting to match the message and delivery • Gear and the people involved – who do you need on set, more importantly who do you NOT need
- 7. Post-Production • Compile all your assets (still pics, logos,) and mockup the design • Don’t be scared to show people your edits • View it through your audience’s eyes • iMovie works for do-it yourself
- 8. #3 – Launch and Optimize • Make an image with a big video play button • Placement – don’t bury it! Put it on your home page and give it solid real estate • Promotion – get the word out! • Time the launch of video with other marketing initiatives
- 9. Video and Social Media • “In-Bound Marketing” – drive traffic and eyeballs back to your website • Use video as pure blog content (no text) OR insert video to supplement a text based blog • Add video to your social media updates • Tweet out links to your video/video blog
- 10. How to Build Trust with Video 46% of consumers are more likely to consider a product or service after seeing an online video
- 11. How to Build Trust with Video • Video answers questions in a personal way Easily • understood verbally and visually Create interesting, valuable and compelling content Tailor • for respective audiences Break down video into levels of audience expertise New investor to expert investor
- 12. How to Reach the Younger Gen • Mobile mobile mobile! • Create short, engaging videos Be edgy or funny Include • visual data: Infographics Educate, don’t sell
- 13. How to Reach the Younger Gen Rules for Mobile design • Design for: • fat fingers • Local • big calls to action • content chunking • simple navigation
- 14. Costs to Budget For • $800 - $100,000+ •Set a % of marketing budget for video • Quality and style of video • What dictates costs? Length of shoot Location Props Gear Editing requirements
- 15. Video Styles & Content Strategy Hosted Explainer Video Animated Video Motion Graphic Video Interactive Video
- 16. Hosted Explainer Video • Real, live person talking to the camera • Speaking about/demonstrating your organization’s message • Authentic, passionate, engaging and influential host
- 17. Animated Video • Cartoon or Whiteboard animation • Characters resonate with viewers – funny and truthful • Useful for increasing brand awareness
- 18. Motion Graphic Video • Uses a number of graphic combinations - Versatile production • Tells the story of a product/service in an explanatory video • Can be used in B2B or B2C promotion
- 19. Interactive Video • The next evolution in online video • “Choose your own adventure” style navigation • Highly engaging viewer experience
- 20. About HuStream Video We produce videos that greatly increase viewer engagement and differentiates you from the competition. We help you create truly engaging and successful online video strategies. We are Video with Benefits.
- 21. Thank you!
- 22. Ready to get started? Let’s go… www.hustream.com lorne@hustream.com 1-877-717-5807
Editor's Notes
- Welcome! By now we know that video is THE most influential means to engage and influence consumer decisions. We’re going to show you how to make your website stand out from the crowds with video.***We’ve done surveys, and the common business challenges (specifically within the financial industry) question what the video strategy process looks like. We’ve got a lot of important things to cover today, and here are the topics: What the online video process looks likeHow to build trust through videoHow to reach the younger generationWhat to budget forEffective video styles and content strategiesI’ll also give you a short overview of what HuStream does, and how we help with video strategies specifically with prospect engagement and conversion Lastly we’ll finish with a quick Q&A. Also you have my personal guarantee to be done in the 30 minutes…….So let’s get started…..
- Some questions you’ll ask yourself about your business goals:Increase client memberships? And get people to switch advisors?Increase your business’s share of your client investments?Build trust and engagement with the younger generation?How to differentiate yourself from your competitors?Even something less monetary focused: Do you want increased brand awareness for your company?
- Scope and Design is where we establish needs, goals, timing, and budget. This is also what we call “Pre-Production”. Once the plan for the video is laid out, you should ensure the video messaging is aligned with your marketing and business goals.Talk about your strategies: What is your vision for videos both short term and long term. Do you want increased brand awareness?How are you going to get users to come to your site using your video?Is your content long, or is high definitely/quality really important to you?Can you create entertaining or useful videos that would gain traction and views on a video sharing site?Or is your content very product specific and best used to help your current traffic convert?All of these questions are similar to other business strategies except targeted at video.
- ---Read slide-----
- When you are confident the pre-production has met all the project requirements, let the cameras roll. ---Read slide---
- Your project then moves on to Post Production where the footage is edited and visuals and graphics are added. Finally, your video is ready for Launch. Work very closely with you on an effective launch strategy to maximize traffic to your video and make sure it gets seen!
- Make an image with a big video play button so people know that it is a video not a picture.Placement – don’t bury it! Put it on your home page and give it solid real estatePromotion – get the word out! Social media updates, email a link to webpage with video, drive traffic to the videoTime the launch of video with other marketing initiatives. Give it more bang and get more eyeballs.We also encourage people to apply for any award for the use of creative and innovative marketing tools, as several of our clients have. The awards they have won have brought additional free, highly effective promotion and awareness to their organizations. Seek out coverage from local and national media to demonstrate your innovative approach to your video’s unique technology.A very simple solution to increase the effectiveness of any video placed on a website is to make the play button visible at a very quick glance. People are very visual in nature, and we scan websites for markers that capture the attention of the eye. A play button is the international symbol for video. If you can’t easily find a play button graphic for you software video demo, it will dramatically decrease viewership. In addition to the video existing on your website, the video clips and any related assets can be used in blogs, YouTube channels and as part of the overall marketing strategy. Driving visitors to the your existing site will support a promotional plan and increase awareness to the project.
- To further optimize your online video strategy there are social media best practices to follow. As I’m talking to a group of sales and marketing types, we all know that video is inbound marketing’s best tool with today’s educated and impatient consumers. In-Bound Marketing” – drive traffic and eyeballs back to your website where people are more likely to contact youUse video as pure blog content (no text) OR insert video to supplement a text based blogAdd video to your social video updatesTweet out links to your video/video blogPeople love to watch good videos! Don’t be shy about sharing your digital assets.
- Video has clearly become a key marketing and relationship building platform, as confirmed by this statistic:46% of consumers are more likely to consider a product or service after seeing an online videoYouTube is second only to Google as the top search engine. This tells us that video is rising and will continue to replace text on websites as a means to engage and influence decisions.
- Your job is to differentiate yourself from the competition and help prospective clients make decisions before they even walk through your door. Video can answer their questions in a personal way. It’s especially helpful for explaining difficult financial topics more easily – using both verbal and visual techniques. Well written content and video visuals can make the complicated simple and the normal exciting. The content needs to be tailored for respective audiences - Break down the video into levels of audience expertise, from new investor to expert investor.
- Online video also provides a personalized approach to becoming a trusted advisor to a new generation of young, loyal clients. Using video with valuable, engaging content on your website helps you have that conversation, in a medium that speaks to them. In order to drive memberships with today’s generation, it’s critical to understand their use of mobile devices and preferred media.They all have mobile apps to access accounts. If you’re targeting young audiences your website has to have a responsive design where it’s user friendly on tablets and phones. Attention spans of the younger generation are short and getting even shorter. And they’re marketing savvy and not easily influenced.Don’t be “salesy” – show that you’re a company that cares enough to provide information for its customers and that helps sell your brand.
- When designing your mobile landing page you should follow a set of design guidelines to provide an optimal experience for your visitorsContent chunking:Chunk = manageable bitKeep sentences to one or two pointsKeep paragraphs short. A one sentence paragraph is OK.Use lists.Use fragments and phrases.Use pictures and other visual elements.Don't write prose.
- A number of factors determine the budget to allocate for an online video strategy.You can get a DIY quality video from sources such as Elance for $800 all the way up to a multi-level, multi-year plan by a leader in the video production industry with a $100k budget. Typically it works out to under 10% of the total marketing budget.Similar to building a house - layout/materials/contractor fees/finishings - there are certain elements that will dictate cost of the video, For instance, the length of shoot/location/props/gear/editing requirements, will dictate cost. Depending on the goals and budget of your video project, your video agency will make suggestions on what the most cost effective and appropriate techniques would be that will get you the best results.
- The last step in the process is utilizing viewer analytics. Analytics are most easily trackable when interactive video is part of your online strategy. This data analysis process drives continual improvement of your video project, and delivers a more engaging and overall better experience for your viewers. Knowing what you’re going to measure and how you’re going to measure it and how to act on the analytics will ensure your project’s success. It’s also a good way to help you decide what video to shoot next! Here we see the relation between viewership and the amount of content they have consumed: measuring “active engagement”. Active engagement is were the viewer is actively clicking between the short video clips and other interactive objects. This is the true measure of how long viewers spent consuming your content.
- This is what we call flow popularity. A fancy term of where are people going.This dashboard shows the path the viewers chose and provide great insight in the the segments of the video that the viewers are most interested. Here we can see persona segmentation of the audience. This tells you what are the most common paths your audience took in the interactive video, very similar to the most popular web pages of a web site, and gives great insight into areas they have the least interest in and areas of most interest. It’s like Google analytics except for video.
- Making an online video can make all the difference in your overall marketing strategy. While you might consider producing your company’s videos in-house, in the long run you will always save more headaches and money by hiring a professional that’s right for the job.What objectives do you have for your marketing plan? Your videos should match the personality of your business – corporate, edgy, sophisticated. If your goal is to increase viewer engagement then it’s ok to be entertaining.Once you’re clear on the vision, do your research and find specific types of video that would be a good fit for your company: whether it be corporate video, training, product/service, testimonial, branding or awareness. Request a quote - multiple quotes from companies whose video style you like best. Ask for specific information – Time frame and deadlines; Length of video, comparable work (ask for examples)
- Define a budget – Is this your first foray into video or do you have an existing video marketing budget? If not you’ll need to review if there’s some budget that can be reallocated. A good gage is to use 3% of your marketing budget on your video strategy.Make a decision – Choose a vendor that you can see yourself in a long term partnership with. You want to see long lasting effects of your video strategy, because thanks to the internet your videos will be around forever.Ask for some client references so you know the vendor not only talks the talk but walks the walk. Make sure your business needs and goals are being met. You are building a strategy that you want to outlive one or two quickly produced videos.
- If you stick with these tips, your online strategy will be the most effective marketing tool in your belt.
- So how do you make your company stand out from the crowd? You’ll want to use different styles based on what you want your competitive differentiator to be.Listed are the most common but effective styles of video, all which can be utilized in your online video strategy
- Typically the host is a passionate and authentic person who works for your organization, or perhaps . The host will talk the viewer through the product or service experience, presenting your message in a powerful way. The host follows a clear, concise script, and has a trusting, energetic attitude in order to keep the attention of the viewer.Depending on the target audience, the host will be age-appropriate in order to maximize the engagement level of the viewer. The person tends to be somewhat attractive and dressed appropriately for the target audience. If this is a professional video, then the host will wear a suit; if it’s for students, the host can dress casually. In addition to the video host, this type of video mixes in motion graphics, effects and music to make the video better. This technique has an obvious sales push, which is why some organizations choose to use it.
- Cartoon animation is a popular form of animated video production. It involves a hand-drawn or computer-made character acting out the story or plot of the video. The style is popular due to its graphic appeal, and the characters come across as funny and truthful to the viewer. A video with whiteboard animation is typically used for informational or educational online videos. It includes either a computer-generated or real person’s hand, used to “draw” concepts on a white background, simulating a whiteboard or dry erase board.Animated videos are good for B2C products, because people relate well to cartoons, and the characters are friendly and cool to watch. Using animated videos is a great technique because people naturally tend to trust cartoons. By branding your campaign with an animation, you can increase marketing efforts and awareness of your company.
- This style of video uses a number of graphic combinations, including motion graphic videos, simple graphics, and visual design to tell the story. You can add audio and combine with other video creation styles to make a very engaging video.A motion graphics video has an animation technique that uses objects moved in small increments between photographed frames, creating the illusion of movement when you play the series of frames continuously. 2D and 3D motion graphics are typically combined with audio to tell the story of a product or service in an explanatory video. This method can be used for either B2B or B2C products, and the video agency can make the video geared more toward the professional or casual-friendly audience, depending on your goals.
- Interactive is the next evolution in online video. The internet is a lean-in, interactive experience and video should be no different. Interactive video is unique and innovative twist on standard video that has caught of the eye of organizations who are seeking something new to give them that competitive edge.Interactive Video is a 'choose your own adventure' style where the viewer, by way of decision points placed within the video, navigates through the video content seeking only the stuff they want to see. Instead of watching an entire video, Interactive Video is all about viewing short, relevant, and to the point video clips. The result is a highly engaging viewer experience that has proven to increase engagement 5x longer than standard video. Another significant benefit of interactive video is the ability to use viewer analytics to measure the effectiveness of your video project. This data analysis process drives continual improvement of your video project, and delivers a more engaging and overall better experience for your viewers. Knowing what you’re going to measure and how you’re going to measure it and how to act on the analytics will ensure your project’s success. It’s also a good way to help you decide what video to shoot next!
- Remember that the residual, long-lasting effects of a video may long outlive some tactics you’ve been relying in your traditional budget out of habit. Thanks to the Internet, video is forever. Avoid time stamping – most common mistake people make in video is that they reference events or info that date the video to a specific point in time. It will be forever old news. On a related note – give viewers information that is relevant over a longer period of time. Eg. Speaking about software – if a software feature gets updated every 6 months, it will become dated quite quickly. So back to the first point, be as specific as you can without the risk of outdating your content with future upgrades or short term industry trends. Write the script as generalized as possibleMake the video adaptable – when producing and editing, ensure that you are able to replace content without replacing the whole video (repurpose screen shots etc. )Time your video around brand launches or marketing activitiesUtilize interactive video technology – make the video modular with smaller video clips, so you can easily replace some segments without blowing your budget for a whole new video.The goal of a business is a partnership, not a one-night-stand. Especially with B2B, repeat customers are often your main source of profit
- HuStream is a full service video production agency, helping companies create truly engaging and successful online video marketing strategies.What we do for our clients:Proven Process from Concept to Launch All technology for delivery and analyticsFull Service Video Production
- Now I want to thank you for your time, I see there are plenty of questions coming in so let’s get started with Q&A
- If you have questions or want to get started on your online video strategy, here are a few ways to contact us. We’re happy to book a free consultation to see what or where your business pains are and see if video fits in.