How important is video marketing_ We ask the experts

In our most recent podcast, we interview G. the Creative Director at B.Co Agency.

With over 11+ years in design and creative visuals, I have been able to study and learn the creative industry and the impact of having proper marketing tools. With my role as the Producer and Creative Director at B.Co Agency, it is my mission to continue to study, learn and produce for companies big and small to help their clients take action! My goal is to produce visual tools that can exponentially grow the company’s byways of video marketing.

 

Well, we have, as you all know, we talk about videos a lot and how important they are to your digital marketing strategy, especially after our wonderful year of 2020. I think people really realized how important they are and you have to have them. So we brought G on, we have some questions we’re gonna ask him today.

Tell us a little bit about you and your business – 

 My name is G, it’s short for Gagan. I have been in the creative industry for over… I wanna say 11 plus years now, and my background has been graphics and web design. But seeing how marketing was going and where my team was building, we started a video production company. And I’ve been in that industry for going on six years now. We just had our fifth year anniversary last month. So yeah, my company’s name is B.Co Creative Agency. And yeah, we do story-based advertising, we do a lot of commercial work, we do YouTube, Vimeo. We do videos for tech companies, we do videos for sports companies. We do… A huge range of our clients, but primarily focused on the tech world, on healthcare and startups and things of that nature. So yeah, that’s us.

Why is video so important to a client’s digital marketing strategy?

My personal philosophy and B.Co’s personal philosophy are always in four parts, in how I kind of break it down. And we’ve turned a lot of our clients away because they don’t have these four elements before they work with us. And those four elements are branding, website, content creation, and advertising. We kind of build that marketing house with our partners that we have, but those things are essential for the success of our clients. So branding, which… Branding and website are absolutely foundational, so if our clients do not have that, we actually partner with other marketing agencies such as yourself to handle that part of it. So without good branding and a good website, your content creation, which is where we play in the marketing world of video, that video cannot go as far without the proper foundational elements when it comes to marketing. So with that in mind, you’re doing yourself an injustice if you don’t have the proper content strategy. And the video is the most efficient and easiest to consume, the easiest to consume marketing tool out there to reach your clients.

Video is more important than having reading materials or photos, and it’s still the most effective way to market your audience to understand your messaging. And I believe it was Hootsuite who put out a stat from last year stating a survey that said about 70% of consumers would rather watch a video about your product. So to answer your question, if you’re trying to reach your audience in the most effective way then a video is absolutely, enormously important.

Yes, definitely. I liked how you start with the foundation because a lot of people jump in, they don’t have that strategy behind it, and they wanna create a video. With that one video, they want 50,000 views overnight, and it’s just not gonna happen. Unless you have a million dollars to spend on ads, and even then it may not happen.

How often should you update your videos on your website? 

This is actually a really hard question to answer. Probably the right answer is, it depends, but I know people probably don’t like hearing that. Because it’s so specific to your industry and whatever campaigns you have out, you know what time of year you’ve been posting things, right? It depends also on what type of videos are on your website and where exactly. For example, an intro video about your company might last longer than say your fall collection of your clothing line would. There’s a time limit on it. I would say, as a blanket statement, you should update your videos on your site as often as you can or need to. I personally do not believe in evergreen content, even though some… Again, some videos might last longer than others.

The questions to that question I would ask are, are your clients changing, are your client’s interests changing, are your audiences consuming the same video over and over again and not seeing… Or you are seeing a drop in a wash rate or conversion? If you answered yes to any of those questions, then the answer is probably it’s time to update your video and your marketing agency or your marketing experts that you trust should have access to your analytics and they should be able to tell you when time is due for a new video.

 Is it okay to record your own videos for social media use? Do you think there’s a difference between video quality on social media and website? 

Generally speaking… I actually get this question asked a lot. Generally speaking, I believe not only is it okay, but sometimes even needed. Having you record video from your perspective gives you and your company character and personality, but I also believe your customers need to know that you are legitimate and your product or service is worth it, and that’s why you are a professional. So there has to be a mix of the two. The heart of this question usually stems from, do I need a video production company in the first place? Can I do it myself? And my answer to that is usually, “Yeah, try it.” If you need it to be cost-effective, then do it. Equipment is more and more affordable nowadays, but I would also say the majority of businesses or professionals who have come to us usually have tried to film themselves or have worked with less experienced video production companies. And currently, that’s where I’ll leave it at for that question there.

At what point or what types of videos should they really think about hiring a professional company like yourselves? When do you know it’s that time?

When you sent me these questions over, hiring a professional videographer is how you worded it, and I kinda wanted to… Part of it, as I believe I have probably answered this question above as well, but I wanna preface my answer by defining the difference between a professional videographer and a video production company or agency. And a videographer, by definition, is one person, and a videographer is someone who usually operates a camera. But what about an editor? What about a scriptwriter? A lot of people do these things all in one. There are a lot of one-man bands out there that wear a lot of these hats, which is great, and no knock against anyone who is hustling and grinding in that way, but generally those relationships are not long-lasting and because they are usually looking for the next gig or cannot stretch their capacity to make the types of videos or content that you might want out. What’s gonna happen when you have to operate two cameras? What’s gonna happen when you need a faster turnaround and this person has multiple projects asking the same thing?

Think about this. When you see credits to the next show or movie that you watch, granted a lot of businesses are not creating Hollywood blockbusters, but think about how many tasking experts are out there that need to complete this show or movie. There’s a reason why a commercial or show or movie have teams and teams of people. If you’re expecting a videographer to handle 0.01% of those tasks, you are sacrificing something somewhere. 

Whether that be speed, cost, quality, or output, those one-man bands that are producing at a high level are very rare. So the difference in working with a video production company is that you are working with the video team. We are a production company. We hire for specific duties before we ever roll the camera, and they range from director level to editors or animation teams. And we’ve already taken the time to connect with the assets or resources to produce at a high level, or get your message across and connect with your audience. So to answer your question, so when to hire, it is when you have tried it yourself when you have worked with the one-man band, and the message is not coming across as needed or when you need your product or service to be thrown out in a wider net when you are ready to spend advertising dollars. These are just some of the whens you should hire those professionals, but the real answer is as soon as possible. Because most likely your competitors are doing video, 50% of your audience is online daily and 70% of America is online weekly. And those numbers are specifically during the pandemic. Video is becoming more and more of a need rather than a nice to have, due to the ease of access of info, and you want to get your message out there again quickly and in the most effective way.

I think you bring up a great point as far as that team because if anyone has tried to edit their own videos, oh my gosh, it’s painful and that alone is a lot. It’s just as you’re hiring a digital marketing team, it’s not just me at Social Speak. We have a whole team of people that have that special niche in what they do. And so video production is no different, and I think that that sometimes can get people… They can be a little scared to jump into it because as soon as they hear the video, they think of dollar signs. But when you break it down to those videos that they are producing, if it’s able to bring them in patients or clients or customers in their door, then it pays for themselves. I think that’s something that people really need to think of. With video being as big as it is, and it’s not going anywhere, and I think the pandemic really showed that it’s even more important because that’s how people are connecting. If you’ve been putting it off, the time is now to do it.

How do you think that these videos help streamline a company’s brand? 

As you mentioned, we’ve talked about some of the elements already based on the stats that are out there. Again, 50% of your audience is online daily and 70% of America is online weekly. But to streamline, by definition, is to be the most effective and your consumers want an easy way to consume. Whichever company takes it easy or makes it easy, rather, or is more visually engaging or a company is effective in conveying their brand messaging is going to win. And to be quite honest, video can do all of that. To have videos in your strategy, I would say is streamlining your business [chuckle] and your brand itself. To have video is to streamline. To be more effective, to reach your audience, isn’t that what you want to do?

Yes. It really adds that, again, going back to that question, one of the foundations. You have your website, you have your social media. You start with your logo and your brand colors and all of that and then add the video into the mix, it really allows your brand to step outside the box and just live its fullest potential, adding in these different types of videos.

Right. Absolutely. Actually, this is one point I wanted to go back on. You mentioned dollar signs in the previous question.

My immediate thought process was also, what is the opportunity cost of not having video? Again, those competitors are out there doing it and going back to streamlining, those things go hand-in-hand. You wanna get, again, your message out and show the product or service that you have to the world. That is the most effective way and if you’re not doing that, then you’re missing out on something there.

How has the pandemic affected the filming process and is it something that businesses need to worry about? 

This definitely is a topical question, obviously. The film industry has taken a hit because filming is such an art form that it thrives off collaboration. The fact that you have to gather and film, the pandemic has made filming obviously very difficult. And we were stuck in that same wave early last year as well. And I was lucky enough to have partners who had specific insight early on the pandemic which led us to think about how to counter that. We have certain protocols now that help us gather and film, but what inspired us to make these protocols were actually Apple. They were continuing their famous keynotes but converted to videos instead of having live audiences attend. People who know me personally, I’m a huge fan of Apple, so, of course, I watched their pandemic presentation, their latest, greatest releases. But what intrigued me was their end credits which also specified how they filmed their pandemic keynotes.

I looked at those and thought of those precautions that they took. To be quite honest, they’re not hard or difficult to execute. So our protocols essentially became the same as Apple’s. We took those and the ordinances that were made by our county in Santa Clara and our industry, and merged those with those of Apple’s. And out came B.Co’s protocols. So I guess my final advice would be, when you are looking to hire a video professional or a production team, to be safe is, ask for their safety protocols. The last thing you want is your marketing efforts to kinda lead to health problems [chuckle] which that obviously is not what you want there. So there are plenty of other high-stress situations specifically that comes to marketing, but COVID should definitely not be one of them.

As people are recording and doing their own videos, I know the iPhones are of great quality, we use Zoom a lot for our interviews. What types of tools or tips can you give people that are recording on their own?

This goes actually not even to people who are doing it themselves but even the camera operators or directors that are coming up, is focus less on the equipment that you have and focus more on the story that you’re trying to tell. Because, as you mentioned, literally every camera phone that’s out there has a great and amazing camera on it. So it’s hard to mess up on the camera, the lenses that you have at your disposal. The only thing, if it does come to equipment and it does come to what it looks like in front of the lens, is definitely focused more on the lighting aspect of it. If something is less lit, then it’s just harder and less appealing. You want something that is either dramatically lit or well lit. Generally, those, from what I have experienced, go further as far as likes go on your Instagram. I think there was another stat by Hootsuite that said people are more likely to like a clearer, more well-lit picture versus the opposite. So focus on the story and make sure you have good lighting and yeah, use your phone. Absolutely.

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How Important is Video Marketing

How Important is Video marketing for Your Mental Health PracticeHow Important is Video marketing for Your Health and Wellness Practice

How Important is Video marketing for Your Family Medicine Practice

Why Video Marketing is Such an Important Piece of Your Online Strategy

Video marketing is such an important piece of your digital marketing strategy. In today’s marketing world people want to be able to connect with their healthcare providers and know who they are.

Gone are the days of making extravagant videos, going WAY over budget, having a studio, etc. Let’s get back to the basics, being authentic in the videos, recording on smartphones or newer computers with good quality.   Videos are such an easy way to be able to connect with your audience on a deeper level.

00:01 Amber Irwin: Hello and welcome to the Social Speak Network Podcast. I am your host  Amber Irwin, and today’s topic is all about video marketing. Video marketing is such an important piece of your online digital marketing strategy, and this is a question we can asked by our clients all the time: Should I be doing video? And the answer is yes, it’s very simple, yes. So, it’s one of those things where, because digital marketing has grown so much, people really wanna be able to see who you are, to feel like they know you, and get a sense of how the office runs, especially in the healthcare industry. You have to think of that patient journey, what they are struggling with, what  they’re going through, why they may be reaching out to you for your services, whether it’s  chiropractic, acupuncture, ob/GYN, medical issues, life­threatening diseases, cancer, all these  different things, you have to think of what they’re going through.

01:14 AI: And even though there’s a ton of content online to read, and they can call the office, if  they can see videos, and they can see the doctors, and they can see the front desk and the staff at the front desk, and they can see the nurses, it helps build that gap when they are reaching out for a  healthcare provider. And they feel like they know, like, and trust you, which are the three main factors in marketing: People need to know, like, and trust you in order to do business with you. 01:50 AI: So a few stats here on a study had shown 80% of online visitors will watch a video, while only 20% will completely read a piece of written content. So if getting your audience engaged and fully immersed in your healthcare­related information is important to you, then so should video. As stats show, your audience is more likely to consume your content to its full capacity when there’s a  video involved. This is also something, you have to think of the healthcare industry when you are explaining, maybe it’s symptoms, or a process, a procedure. When they can hear it straight from the doctor’s mouth, that builds that trust. They’re able to really know what the doctor and the staff, that they know what they’re talking about. And there are so many different tools out there that make video marketing so easy. There’s a reason or a process to everything and having a professional videographer come in for a commercial shoot, maybe a video on the website, that’s really important. I am not discrediting that at all; that is something that’s really important to have. And it’s really easy to do your videos in­house for your daily tips, your blogs, even your YouTube videos. So it’s not a  huge cost item any more either.

03:25 AI: So a couple of tools I wanted to share with you. Two tools that we use for screen sharing.  So this is really good if a doctor puts together maybe a PowerPoint, or has images they wanna share, diagrams. If you wanna walk through a process, you can have it just on your computer, and you can share your screen, and you can go through that presentation or… And the one thing… So the tool that we use a lot is called Zoom, Z­O­O­M. And this allows you to do video recording such as this, and it gives us the video file and the audio file, which serves two purposes. Obviously, the video is great for the website, for YouTube and your social media marketing. And the audio file is great for podcasts, and that’s exactly what we do. There’s no point in recreating that wheel when you can use one piece of information for multiple purposes. 04:24 AI: And the other one is Loom, L­O­O­M, and that works the same way as Zoom does.

I know, Zoom and Loom, it can get a little bit more confusing. But those are two great screen share  10/08/19  Page 2 of 6 Video Marketing Tips options. And the other two that we like to use… These are more for those cute, fun videos to throw into social media if you have… Maybe a great one would be if you have a new staff member coming on. This is where you take pictures of them, maybe it’s them in the office, a couple of pictures of their personal life. And you can make a cute video, I use Animoto and Ripl, and these are both…  There’s free versions and paid versions, I would do the paid version, just so you don’t have their logo on it, and you can actually add your logo, and add text to it, they’re not expensive at all. So those are two videos that have fun little templates, holiday theme if you wanna have a little office video that says Happy Holidays. You can do little snippets of videos and images together and then they put it together into a video format.

05:41 AI: So those are what we call more of the fluff posts for social media, but they’re videos that people like to see. You can do fun facts, so you can do facts around a certain topic in an Animoto video and share it, you can ask questions. So videos don’t need to be complicated, if you have a  Mac, you can just use QuickTime Player and record yourself. Again, if you’re gonna do that, I  would highly recommend using Zoom because you do get that audio file and the video file. And if  you use your phone, you can use your iPhone or Android as well, If I’m recording a video for social  media and I also want it to go onto YouTube, I will have my Zoom screen up, and then I also then  would have my phone vertical recording as well, so I can use that for Instagram Stories and  Facebook.

06:45 AI: I know it sounds complicated, and a lot of times it’s just getting used to being in front of the camera. Having those bullet points of what you wanna talk about. I have my bullet points right here with some stats written down that I will go into. I have another screen pulled up so I know what those bullet points are that I wanna cover. And so it’s really figuring out that system for you.  Some people write full-on strips and tape them up. So you have to find that system that works for you, you don’t have a choice anymore in digital marketing, you have to be doing videos. And the more videos you do, the better.

07:27 AI: So you wanna think of… Where I would start with this video marketing strategy is thinking of; what are your clients or your patients asking you? What questions are they coming to you with, and how can you address those? What are those hot topics in your industry? Is it around vaping, opioids, vitamins? Is it working out, is it diet? Diet’s a big piece, and food ties into every type of healthcare, doctor, industry, everything out there. So are your clients asking you how to eat better? Are they asking you what they can do to improve the quality of their life? And so start paying attention to what are they asking you, and then start doing videos around that.

08:19 AI: And your videos, start with small things, maybe it’s just one question. Keep it short,  simple, and to the point. So less than three minutes is great. If you’re doing a presentation, you’re explaining diagrams, or you’re teaching them something, then I will go up to 10 minutes. Keep in mind that the… If you’re posting it onto Instagram, it can’t be more than 10 minutes for Instagram  TV. And you also have to think of, what are you talking about that you wanna be able to keep their attention. So their attention span is gonna be shorter, too, so you wanna make sure that that video is giving them a lot of details, a lot of valuable information that they wanna keep watching it.

09:07 AI: 83% of marketers believe that video is growing in importance. Duh. It is so important.  We have to be doing it. 53% of customers engage with a brand or a business after watching a video  10/08/19  Page 3 of 6 Video Marketing Tips on social media. Your audience is cyber­stalking you, which sounds horrible, but they are doing their research. They are looking at multiple different healthcare practices, from who they are, where they’re at, what their expertise is, what are they talking about on social media, are they being consistent with social media, do they have the videos? Is their website user­friendly? And we talked about that user experience, that digital experience for your patients, for your audience, is that an easy process? So even if you do an intro video on your website, like welcome to our website, here’s  where you need to go to book your appointment, here’s where our expertise are, it’s really important  to make sure that you have these videos and you make that experience as simple as possible for  your audience. So video marketing, you just gotta get in there, you gotta get in front of the camera.  You’re gonna have 10 takes before it’s perfect, and that’s okay, and keep going.

10:29 AI: So then my next question I get is, “Well, what about editing? Do you edit your videos?  And if so, what software do you use to edit your videos? I’m usually the type of person that I wanna get it done in one take. I don’t wanna have to stop and splice it together. I like to have my points, get it done in one take, and that may take me three or four times, but I’m not editing a lot. So in your  first couple of videos, you may have it at the beginning where there’s a pause and then you say, “Hi!”  Or in the end, you pause and then you talk again. So some simple editing, beginning and ending. If you have a Mac, you can use iMovie, if you have a PC you can use the Movie Maker, that does a  good job. You can use Adobe Premiere Clip. And also YouTube does have some video editing tools in there, and they work great, so you can edit a beginning. So again, if there’s that pause in the beginning or a pause at the end, you can use that.

11:44 AI: Sometimes you wanna add a beginning that… An intro, you can do that in Movie Maker or iMovie. There’s a ton of different video editing software out there. And again, we like to keep it as simple as possible, so find the one that works best for you. As I said, YouTube, iMovie, or  Movie Maker for those beginning, pieces is a great idea just to get used to it and then if you wanna add more effects or different things to it, you can start doing some more research and looking at  Adobe Premiere Clip and other video editing software.

12:22 AI: So start by, again, listening to your patients, what are they asking, what are those hot topics that people are talking about in your industry? Do some research on your competitors: Are they doing videos? What are they talking about? Looking at other videos, just YouTubing videos on those topics, those keywords that you’re thinking about, seeing how many views they have.  And once you take your video and you upload it to YouTube, think that SEO, think those keywords, what would they be typing in to find this video? In your description, make sure that you have a link back to your website, so if you’re talking about a treatment or a condition that… Or even a blog post, tie it back to a link on your website, so there’s that call to action.

13:14 AI: So it’s really important, you’ve gotta think about this as another process in your marketing. So you find your bullet points for your video, you record your video, you upload it to  YouTube, and you share it with social media. Once the video’s on YouTube, you can take that video and insert it to your blog posts as well. Videos are a great addition to add to your blog posts. And so we usually will write a blog post and then do a video, so we’re touching both parts. People can watch a video and then they can read the blog. And so the blog is great for SEO, the video is great for our audience. So finding that balance, and start doing some videos, and just get it in the habit,  whether you’re doing one per week to start, and then start moving it up to maybe two per week. 10/08/19  Page 4 of 6 Video Marketing Tips 14:07 AI: And then what is the point of that video? Again, is it an FAQ, is it a treatment condition,  is it a blog post? And then what’s a call to action for each video? And our call to action for our podcasts is to be sure to go to Podbean or iTunes and subscribe to our podcast so you can listen to all these amazing tips that we’re sharing with you. And also if you are struggling with that video strategy, head on over to socialspeaknetwork.com and request a free 30­minute consultation, and we can walk through this video strategy with you.

14:44 AI: So I look forward to seeing your videos. Please drop a link below to your YouTube channel, we would love to take a look at them, and get a recording. Have a great day.

social media topic ideas

Sometimes, we feel a little overwhelmed with finding new topics to talk about on social media.

In this video, I go over 20 different ideas you can incorporate into your 2019 social media marketing strategy.

1- Blog posts
2- Products
3- Videos
4- Company personality
5- Curated content or industry news
6- Gifs
7- Events
8- Original photos
9- Testimonials
10- FAQ
11- Content upgrades or free resources
12- Podcast or books
13- Company milestones
14- Inspirational quotes
15- Fan content
16- Infographics
17 – Employee/Owner stories
18- Power/Referral partners
19- Product reviews
20- Naitonal holidays, Nation # day, National Awareness day

How to reset Enfold Theme Advanced Layout Editor after Wordpress 5 Update with Classic Editor Plugin

In this video I dive into what to do if your WordPress website updates to WordPress 5 and your Enfold Theme advanced layout editor disappears.

The plugin mentioned is available here: https://wordpress.org/plugins/classic-editor/

If this has been helpful, please subscribe to the Social Speak YouTube channel.

How to easily write a business blog post in 2019

How to write a blog for beginners. You’ve been told that you need to write blogs for your business, you now understand these blogs need to be 2,500+ words, but how do you find the time in your schedule to actually write a good blog post?

Everything in marketing always comes back to finding systems that will work for your schedule to write an educational and informative blog post quickly.

In this video I’ll be going through my top tips for writing a good blog post quickly.

If you find this helpful, don’t forget to leave a comment below and click subscribe to receive notifications about new videos we publish.

Social Media Trends for business in 2019

Every year social media changes so much, that is a piece of our business I love, because it never gets boring! In 2018 I feel like social media changed A LOT, and moving into 2019, there are new changes. I feel like social media will be more about building relationships and trust with your audience.

You can also sign up for the webinar from Hootsuite to hear more details of the trends for social media in 2019 https://hootsuite.com/webinars/social-trends-you-can-put-into-practice-in-2019

If you are interested in joining our online community and learning more about digital marketing join our Facebook group today https://www.facebook.com/profile.php?id=1976390555959557&ref=br_rs

How to Make a Business Partnership that Lasts

After successfully building a business with a 50-50 business partner, Caitlin with the Social Speak Network describes the 3 key elements to creating a successful business partnership.

content calendar for social media marketing

Creating a Content Calendar for Social Media Marketing can be a daunting task. You may come up with a list of topics, but how do they fit together? Or, perhaps you are stuck at the initial brainstorm of what topics to actually include in your content calendar.

This video dives into the three sources of information for your content calendar for social media (you can also identify topics for your blogging editorial calendar with this same process).

If you find this video helpful, please Subscribe to the Social Speak YouTube channel.

Additionally, for more tips and tools to use for your digital marketing and content strategy, please join the Social Speak Facebook Group at: https://www.facebook.com/groups/socialspeaknetwork

SEO and blogging

In this overview we review the topics covered by Social Speak in April, 2018.

Additional posts referenced in the video include:

Search Engine Optimization, Keyword Research, and Blogging for your Business, Video Overview of Blogging and SEO
tools for entrepreneurs blog image

As an entrepreneur, it is important to find tools to help us stay organized, creative and on top of our social media. In this video, we will go over 10 tools to help you save time, work smarter, not harder.

Interested in learning more? Take a look at the following videos:

Creating the Right Mindset as an Entrepreneur

Setting your Social Media Goals

Core Values, Why They Are Important To Your Business