Digital Growth Magazine- Issue 9- July 2021 by nexadigital

DIGITAL GROWTH July 2021 | ISSUE 9

The Rise of Video Marketing Inside this issue: • Why is Corporate Video Production Effective for Business Growth? • How to Build a Video Strategy • Top Video Lead Generation Strategies 2021 • The Top 10 Trends in the Video Production Industry • Transform Your HR Department with Videos

Digital Growth - July. 2021

CONTENT

Editor's Letter PAGE 03

MarTech in the News: Payment Gateway Powerhouse Stripe enters the UAE PAGE 04 Virtual Events Set to Grow Post-Pandemic PAGE 06 How Vidyard Can Help with Lead Generation and Sales PAGE 07

Navigating the Messy Middle with Video Marketing: How video marketing strategies can add value to the decision-making process. PAGE 08

Infographics: 25 Ways to Use Video PAGE 12 The Top 10 Trends in the Video Production Industry PAGE 14

Why is Corporate Video Production Effective for Business Growth? We take a look at the importance of corporate video and how it can help your business grow. PAGE 16

How to Use Video Marketing for Lead Generation The different types of videos you can use to market your business. PAGE 18

How Businesses Can Use Video Marketing: The various ways businesses can use video marketing to communicate with audiences. PAGE 20

Transform Your HR Department with Videos: Using videos to visually engage with prospective employees in an authentic, credible, and compelling way. PAGE 22

How to Build a Video Strategy: A step-by-step guide on how to create a successful blueprint plan of action for your video marketing. PAGE 24

Top Video Lead Generation Strategies 2021: How to use video to better your bottom line in 2021 PAGE 26

How to Choose the Right Equipment for Your Video Studio: An equipment checklist and overview of everything you need to create a studio for quality photo and video production. PAGE 28

Digital Growth -July. 2021

Letter From the Editor Hi All, Today, traditional (and predictable) forms of marketing have lost their shine and digital marketers are now realizing that they need to elevate their marketing strategies to suit the digitally savvy consumer space. Marketing agencies are now incorporating more image and video-based content into their practices and with the dramatic rise of video platforms like TikTok and Instagram Reels, this is clearly not a passing trend but rather a marketing necessity. Videos have become an expectation on behalf of the consumer, and when a video is rooted in purpose, clarity, and communication it will resonate with the audience and encourage engagement and further communication. With this in mind, video becomes a high-value asset for your business. Essentially, this kind of marketing tactic has the power and potential to drive immense growth within your business We hope that this issue helps you gain greater insight into how you can use video marketing to improve brand awareness, lead generation, conversions, and ultimately your bottom line.

Amit Vyas CEO, NEXA www.digitalnexa.com

About the Editor Amit Vyas is the Co-Founder and CEO of Nexa, a digital marketing agency that was launched in Dubai in 2005. With close to a decade of experience within Digital Marketing, Amit has seen first hand, the dynamic environment with which businesses now have to operate in order to achieve growth and to succeed. Amit has worked with hundreds of businesses in the Middle East from startups to large multinational clients during his time at Nexa and previously, in the UK. He can be found at international conferences and has spoken at marketing events in the USA (SXSW and Content Marketing Conference), Australia (ANZMAC), India (Content Marketing Summit at the World Marketing Congress) as well as countless others in Europe and the UAE.

Be a part of Digital Growth Do you have an article that you’d like to share or want to collaborate with our writers? Send an email to Amit@digitalnexa.com with your ideas.

About Nexa As one of the largest fully-independent Digital Marketing Agencies in the UAE, Nexa has provided a vast array of services to over 1,000 clients in the region since 2005. Nexa is HubSpot’s only Diamond Partner Agency for the GCC region. www.DigitalNexa.com

MarTech Digital Growth - July. 2021

in the News

Digital Growth -July. 2021

Payment Gateway Powerhouse , Enters the UAE By: Toni Becker

tripe is a global technology company that builds economic infrastructure for the internet. The business primarily offers payment processing software and application programming interfaces for eCommerce sites and mobile apps.

Stripe’s technology-first approach to payments and finance is what has set it apart as one the best payment gateways available today. It offers products that power payments for both online and in-person retailers and also offers technology to help businesses beat fraud, send out invoices, issue virtual and physical cards, manage business spend, and get financing. Millions of companies across the world, from startups to Fortune 500s, use Stripe’s software and APIs to accept payments, manage their businesses online, and send payouts. Stripe is renowned across the globe for being a payment gateway leader and has recently announced its first expansion into the Middle East, having opened offices in the UAE.

Ammar Al Malik, Managing Director of Dubai Internet City commented on Stripe’s launch in the UAE, has said: “We are delighted to welcome Stripe to the region and believe it will play a key role in cementing Dubai’s position as a global tech and talent hub. Fintech is at the heart of digital transformation. It is an engine of growth accelerating digitalization across many knowledge-based sectors. Stripe’s expansion to the UAE strengthens Dubai’s status as one of the world’s leading destinations for tech-enabled businesses. Its arrival also bodes well for the growth and acceleration of the digital economy and this move will allow Stripe to take advantage of the many opportunities this young region has to offer. As the leading technology district, we look forward to continuing to work with global brands to support the technology ecosystem as we have done over the last 20 years.”

The Future Looks Bright for UAE Businesses

Previously, accepting online payments from the UAE required heavy and arduous processes that would take time for businesses to complete. Now, with Stripe in the UAE offering a secure and quick online setup, businesses have easy access to the economy of the internet.

The Wrap Up The UAE has a booming digital economy and now businesses operating online in the region can use Stripe to accept online payments. The benefit of bringing Stripe to the UAE is that there are a lot of local businesses that haven’t yet been able to globalize. Stripe has the power to help these businesses grow and therefore resonate with investors. It is also important to note that according to the International Trade Administration, the UAE’s e-commerce market is forecast to be valued at $27.1 billion by 2022. And Stripe will certainly be propelling these statistics forward at a rapid rate.

Now, businesses operating online in the UAE are able to use Stripe to accept online payments, mitigate fraud, make payouts and expand to reach customers across the globe. This important announcement also means that global businesses already using Stripe are now able to make their products and services available to a UAE consumer base. “As an international technology business operating out of the UAE, the ability to leverage Stripe’s global payments infrastructure means we can really accelerate our growth. With Stripe, we have launched our brand new fintech vertical, iOL Pay, a powerful payments platform-as-a-service for our global partners,” said Faisal Memon, Founder, and CEO of Illusions Online. “Thanks to Stripe, we can quickly bring iOL Pay to over 40 countries, and support over 135 currencies while ensuring the highest levels of security and compliance. With Stripe, iOL Pay will revolutionize payments in the hospitality industry, automating cumbersome, manual processes whilst creating more revenue for our users.”

Digital Growth - July. 2021

Virtual Events Set to Grow Post-Pandemic By: Toni Becker

irtual events have provided a lifeline for companies and individuals since the COVID-19 pandemic outbreak in 2020. Since the pandemic began and social distancing restrictions were put in place, physical events around the world came to a grinding halt.

Now, with the world slowly opening up again, will virtual events slow down? The fact is that virtual events had already been gaining popularity pre-pandemic, with the industry itself being valued at $78 billion in 2019. And the industry itself is expected to have an annual growth rate of 23.2% - and this proves it’s not a passing fad. If anything, it is the new normal. Still not sold? LinkedIn conducted a study about the future of B2B events in which they discovered that 45% of all future B2B events are set to be held virtually. Data from LinkedIn’s own platform also showed that live streams via the platform have been increasing by 400% year on year - and this number is set to rise. Business budgets are even reflecting this change in the norm as an investment in virtual events is 3 x more than those of physical events in 2021, while a third of event budgets are set to be spent on virtual platforms in 2021. One of the most professional and groundbreaking virtual events platforms on the market today is Welcome. The company has set the standard for virtual events, having established itself as a high-end, white-labeled platform that focuses on quality and design, to ensure an unforgettable experience for event attendees. Since the pandemic, Welcome surpassed a whopping 7 figures in revenue within 3 months of its launch and now boasts top-tier clients like Okta, Netflix, and Oracle. Welcome has set the standard for virtual event excellence, and many other platforms have launched their own virtual event offerings. In April 2021, Zoom launched a $100 million venture fund and launched Zoom Events. Zoom Events has been described as an all-in-one platform with the power to create interactive and engaging online experiences. Zoom Events is set to enable large businesses to host internal events, summits, and external events and is also able to help smaller businesses and up-and-coming entrepreneurs to host and monetize events from fitness classes to theatre productions through the app. But, why are virtual events on the rise as the pandemic and social distancing regulations begin to slow down? We have become accustomed to online communication, and virtual events not only make us feel safe after the pandemic, but they also provide a great opportunity for businesses. You see, virtual events provide businesses with a more granular look at how attendees are engaging with an event, all sessions are recorded and this data is invaluable to salespeople following up with prospects and developing new and improved event and campaign strategies. So, virtual events not only make attendees feel safe, they have the power to drive business growth and improve the bottom line substantially.

Digital Growth -July. 2021

How Can Help with Lead Generation and Sales By: Alanna Gurr

There are several different types of sales videos to choose from. Each one is suited to a different goal and fits at different points in your sales cycle. Alanna is a Content Marketing Manager at Vidyard, a digital illustrator and lover of all things video. Outside of office life, she can be found searching for that perfect cup of coffee, getting cozy with a good book, or performing her own music across Canada.

Embrace Vidyard Video Analytics to Help You Score Leads

2B video marketing is an incredibly effective tactic for reaching and nurturing potential customers in order to generate leads. User-generated video content, in particular, has taken over the virtual selling realm—increasing by almost 130% last year. So how do you effectively create and manage all of this new influx of video content? Vidyard is a powerful video platform that can help you get in the game. Vidyard allows you to record, host and share all your videos in one library and analyze their effectiveness. It gives you the power to transform video into your new favorite marketing and sales tool. Once you’ve made a Vidyard video, you can share it through email, social media or direct message on LinkedIn. Add an engaging thumbnail with an irresistible play button to your message and you’ll be sure to catch the eye of your prospect in their inbox. With the ability to track video analytics, Vidyard is a valuable video marketing tool when it comes to tracking view engagement and scoring your leads accurately.

How to Follow-Up on a Sales Lead with Video Once a lead has been attained from a marketing video, sales reps can then use video again to make a connection with the potential customer by cold “calling” them. The beauty of sales prospecting with video is that in just under two minutes, you can: • • • •

Catch a prospect’s eye by emailing a personalized video made just for them Help put a face to a name and show who you are Quickly relay how you can help a prospect with a pain point Show a quick demo of your product

The Screen Share Video A screen share video allows you to show and tell the prospect the reason for your outreach in a quick and eye-catching way. An effective way to create a screen share video is to hover over a potential prospect’s LinkedIn page or website while addressing some of their pain points and how you could help them. Sales reps can also record demo videos to walk prospects through a particular feature or benefit. Demo videos help eliminate the need for a second or third live demo and allow the viewer to watch the video again or share it with coworkers.

The Webcam or Selfie Video In a webcam video, a sales rep records themselves speaking to the camera. It’s basically the next best thing to an in-person interaction: It can travel anywhere an email does but earns you face time where prospects would otherwise only get to know you through cold-hard text. You can also use fun props like a whiteboard to add an element of personalization or capture viewer attention.

The Video Playlist With a video platform built for business, sales reps can not only record their own videos but also incorporate them into a playlist, making it easy for them to use all the great marketing videos your company already has—or repurpose all the great sales videos you’ve already recorded. Video playlists are great for saving time: salespeople can give personalized introductions to explainer videos they or their sales consultants have already recorded. They can also introduce marketing videos to explain why they think they’re particularly relevant for the viewer.

The Marketing-Personalized Video Not a sales video, per se, but marketers can help sales reps conduct personalized outreach on a massive scale. A marketing team with a video platform can insert personalized snippets— such as the prospects’ name or the sales rep’s LinkedIn headshot—into a pre-recorded video, and then end the video with a link to the salesperson’s calendar.

Video Prospecting Is Made Easy with Vidyard There’s a fundamental truth that all sales reps know: Outreach is hard. Cold outreach especially so. Video can help you break through the noise, get a response, and book that meeting. What are you waiting for? Give video prospecting a try today and reap the benefits. 7

Digital Growth - July. 2021

NAVIGATING THE MESSY MIDDLE WITH VIDEO MARKETING By: Rohit Arora

oogle’s insight team and the Behavioral Architects came up with new research laying its focus on “the ‘messy middle,’ a space of abundant information and unlimited choice (visually depicted with the infinity sign) that shoppers have learned to manage using a range of cognitive shortcuts.” According to the Google study, 6 cognitive biases charge people with an unprecedented speed and scale in decision making: Category heuristics: key product specs that simplify decisions. Power of now: the longer you wait, the weaker the proposition becomes. Social proof: there is power in recommendations. Scarcity bias: as availability decreases, desire increases. Authority bias: trust and expertise can sway decisions. Power of free: a free, even unrelated, gift with a purchase is a motivator.

This is true, especially when we consider the linear “path to purchase” or “purchase funnel” - there’s a lot more going on between triggers/awareness and purchase. For example, there are limited offers, loyalty points, discount codes, credit card promos, push notifications from eCommerce sites, aggregator sites, review sites, comparison sites, group-buying sites, interest groups on social media, moving in and out of multiple eCommerce channels, going back for a second and then a third look and so on.

VIDEO MARKETING Within this context, videos have been playing an important role due to their inherent nature to transfer information faster than any other content type. As per the dual coding principle (neuroscience), audio cues give users the ability to retain information of about 10%. On the other hand, with both audio and video cues, users retain as much as 68% of the information. It is no surprise that 92% of marketers say that video is an integral part of their marketing strategy in 2020. It has grown from 78% in 2015 (HubSpot).

Digital Growth -July. 2021

Explainer videos statistics:

Video Marketing Strategies That Can Help Navigate the Messy Middle PRODUCT DEMO VIDEOS Although they can be advertisement-based, they tend to be more functional, highlighting product features, benefits, and uses. These are most effectively used to close a sale in the journey of exploration and evaluation. According to Amazon, having a product video is one of the best possible ways to optimize the listing. It’s best to get frontload your USP and keep it succinct especially in an eCommerce listing scenario. That said, product videos can be longer too, especially in a high-involvement category. The key is making them interesting to improve likability.

Product demo videos statistics: 97% of global online retail sessions end without a purchase. (Statista) 96% find videos helpful when making purchase decisions online. (Animoto) 73% are more likely to purchase after watching videos explaining a product or service. (Animoto) 71% say watching videos left them with a positive impression of the brand. (Animoto)

EXPLAINER VIDEOS There are times when a new business idea or concept, its features, and its benefits need a better explanation in order to comprehend and appreciate the potential. As the name suggests, explainer videos explain this in a compelling way. They’re informative and lean towards advertising. They are effective at an early conversion stage. It’s mostly placed on the website or landing page; and the more interesting, the better.

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A video on a landing page can increase conversions by as much as 80%. (Eyeviewdigital)

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People spent on average 2.6x more time on pages with video. (Wistia)

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4x as many people would rather watch a video about a product than reading about it. (Animoto)

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Video drives a 157% increase in organic traffic from SERPs. (Wordstream)

COSUMER TESTIMONIAL VIDEOS These act as social proof to reinforce claims made by the brand and add in a layer of reassurance. It optimizes digital marketing efforts by giving that extra push for conversion on your website, social channels, and especially on the landing page. Since it’s human-to-human, authenticity is key. You may have noted that within the B2B scenario, it can help both brands. Beyond videos, it’s worthwhile to consider positive star ratings and reviews and badges (for instance authorized sellers, safe checkout, etc.)

Testimonial videos statistics: 92% hesitate to hit the buy button if the product lacks reviews entirely. (FanandFuel) 92% trust a recommendation from a peer and 70% trust a recommendation from someone they don’t even know. (Nielsen) 91% of millennials trust online reviews as much as friends and family. (BrightLocal) 79% of people have watched a video testimonial to find out more. (Wyzowl)

CASE STUDY VIDEOS These are often utilized by businesses to demonstrate how their offerings have been successfully implemented by their customers. It also helps to show how their product or service can be used. Peppered with storytelling, they can bring their business proposition to life while also establishing credibility and supporting SEO. There is an element of customer testimonials if the client is featured within the narrative, however, case study videos tend to be more data-driven, following the problem-solution-result format.

Case study videos statistic: 89% of B2B marketers consider customer testimonials and case studies to be the most effective kinds of content in converting buyers. (Fronetics)

Digital Growth - July. 2021

RETARGETING ADS

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Video remarketing is not just impactful, but also a cost-effective reminder for your prospects who have already interacted with your website and YouTube videos. This is how it works:

VIDEOS IN EMAIL MARKETING

CTR of a retargeted ad is 10x higher than the CTR of a typical display ad. (Wishpond)

Embedding video to your email marketing is like adding rocket fuel to email opens, CTR and conversions. With reducing attention spans and impatience to read, it’s often seen to be used either as a feature on top or part-way through the message, like this:

Video email marketing statistics:

While the bounce rates vary from the type of website or industry, generally speaking, 26-40% is considered excellent, 41-55% average, and 56-70% above average. It doesn’t mean that they are not interested, it’s just the messy middle. Banners are the most used format; however, YouTube outperforms on greater engagement and visits frequency. It is a perfect platform to use, coupled with display networks that support video banners. Video remarketing ads can be of any duration and any of the video types discussed above can be served as YouTube ads, but my personal favorite is the shorter 5-10 seconds ads, as the intent is just a nudge. You’ll note that these are not the cutdowns, but designed to fit the format.

Retargeting statistics: •

Website visitors who are retargeted are 43% more likely to convert. (Criteo)

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3 out of 5 notice and consider ads showing products they viewed from another page. (eMarketer)

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Video in emails can improve CTR by up to 300%. (Biteable)

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Interactive email letters improve the click-to-open rate by 73%. (GetResponse)

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Adding video content to emails can potentially reduce opt-outs by 75%. (Backlinko)

IN CONCLUSION There are unquestionably many other tactics and formats at play that influence the messy middle. Having a good video marketing strategy can add value to your prospect’s decision-making in a meaningful way, thereby having an overall positive effect for your business through revenue and brand equity.

Digital Growth -July. 2021

25 WAYS

Digital Growth - July. 2021

By: Shannon Correia

01 03

Videos are a great medium for training employees. It offers multiple benefits, including saving both time and money, ensuring that standardized learning takes place, and helping employees to retain information better.

Social media content Depending on the type of business you have, TV commercials are still a powerful way of reaching mass audiences, building trust, and fostering brand recognition. In these cases, producing video that is suited to the medium can be highly beneficial.

Shoppable content

Corporate branding

Email marketing

11 12

Training

One of the latest trends within the video industry is the ability to create shoppable video content. This allows viewers to interact with what they’re watching by pausing, tapping, and being able to shop the product they’re seeing instantaneously.

Videos are a great medium for branding purposes. It allows you to tell the story of your brand and take viewers on a journey, whether it takes them to the origin or to the people that make your business what it is.

Videos can be used to boost other digital marketing forms. A prime example of this is email marketing. Including a video can entice viewers when they open the mail and can be used to share brief bits of content like an update, a celebratory clip, or an invitation.

Video strategy Video production begins with strategy. This is the plan of action that sets everything else in motion, so it's important not to gloss over this step. Using this can help your business to make the most of its video content.

TO USE VIDEO

Onboarding

Commercials

Event coverage

Repurposing content

10 12

Successful onboarding processes improve productivity levels and employee retention. By including videos in the process, you can swiftly share information in an engaging way. It is also a very helpful medium when welcoming remote workers.

Depending on the type of business you have, TV commercials are still a powerful way of reaching mass audiences, building trust, and fostering brand recognition. In these cases, producing video that is suited to the medium can be highly beneficial.

To get even more out of the events you host and attend, your business needs to be recording. Whether it’s live streams or clips to package and share afterward, it allows audiences to feel part of the action albeit virtually.

Since videos are multi-purpose, your business should explore multiple ways to share this kind of content. For example, finding different angles to cover the same topic, or including the process, the final product, and the reception of a product launch.

Animations Animated content can take on various forms, from hand-drawn graphics to explain content, or cartoon-like characters that represent your brand to explain processes or concepts, to be used either internally for your team or externally for your customers.

Insights from metrics When you share video content, it is important to keep track of its performance. These metrics can provide you with helpful insights to help improve your marketing strategies and provide you with information relating to your audience’s viewing habits and preferences.

Digital Growth -July. 2021

Advertising

Behind-the-scenes snippets

Updates

Ephemeral content

Company culture

Videos are great for advertising purposes since they are highly engaging. These can be shared across social media platforms in order to increase your exposure in the medium that is preferred by audiences.

People love to see the essence of your brand. Sharing behind-the-scenes looks can let them in on insider exclusives. This can help in building trust in your brand, as well as building anticipation for launches and releases.

Whenever your business has news or an update to share, consider using a video to deliver the message. It can be a quick and fun way to get the necessary information across.

Any marketer will tell you it is in your best interest to record your webinar. By doing this, you can have more than a record - you can repackage it to share various other ways to increase the content's lifespan. It is an easy way to create an on-demand viewing option or shorten it into video bite clips, which is the most coveted content on social media. Other ways to repurpose this content include creating slides and blog posts related to and driving signups for future webinars.

There is no better way to share your company culture than through video. It takes people inside the business and introduces them to the people who work there. This is great to include in your employer branding strategy.

Webinars

Live streaming

Webinars have become an important part of marketing mixes. Whether you host one on occasion or a regular series, this video content is a great way to bring people into the world of your business.

There is no greater way to bring your followers in on the action than to stream it live. There are various social media platforms that allow for this, so be sure to capitalize on it! You can also plan these in advance and build up momentum for them.

Sharing user-generated content (UGC) Instead of simply reposting UGC, you can get creative with it using video content. This is a great way to feature posts as a collection, meaning you reap the rewards of sharing UGC, without overwhelming your followers with reposts.

Demonstrations

Question and answer sessions

Many people prefer to watch videos instead of reading manuals to learn how to operate a product. This is also helpful for your employees, as a quick video on how to perform a task or action can save time and present a quick solution to follow.

Ephemeral content is a fancy way of saying Story content that has a short lifespan. This is a great way to keep audiences engaged and reminded of your brand.

Testimonials Getting testimonials, whether it's from previous employees or your customers, is a valuable asset for businesses to have. Getting this in video form is a great way to share this with others too.

Vlogs

Presentations

For a more casual and personable approach, you can share your brand journey using vlogs. You can also encourage the influencers you work with to do this, as it creates ongoing video content for your business.

When you need to share presentations, a traditional slideshow can fall flat. Videos are a great way to present information and content, so consider this as your medium of choice for the next one.

Digital Growth - July. 2021

Top 10 Trends in the Video Production Industry By: Shannon Correia

ideo content continues to sweep the internet, bringing entertainment to screens and returns to marketers. With these trends in mind, you’ll be able to level up by capitalising on the future of this medium.

Digital Growth -July. 2021

Mobile-first The majority of videos are viewed using mobile devices. As such, video content is being developed to specifically suit these hand-held smartphones. This is also what the majority of video advertising budgets are being poured into. It allows for specific targeting and can be highly effective, especially via social media. The extent of this is expressed by the popularity and normalcy of vertical videos, which were once a rookie taboo. Websites that have videos on their landing pages are also known to increase conversion rates.

Exceptional Quality With all of the advances in technology, it goes without saying that quality is paramount. Brands should be producing 4K video content where possible, which you can do using the right equipment. These are ultra-high definition videos that produce clarity and quality pictures - in other words, it’s better than HD. Audiences have become accustomed to this standard of quality from what they see on bigger screens, so brands that match this level will invariably stand out.

Multidimensional Videos When we say multidimensional, we’re talking about videos being created for different channels and purposes. Viewers expect to see video formats across platforms and formats, each which have their own structure and quality expectations attached to them. Marketers are having to take footage and make it work for them by packaging it in different ways as a means of maintaining integrated marketing communication, yet still being relevant and engaging across their various channels. In short, finding creative and unique ways to share one piece of content. For example, shooting video content about a new product which you then shoot and share on TikTok, Instagram (Stories and Reels), and Facebook. Each video clip will need to have its own twist, without confusing or boring your audience, which will also help boost your content on each platform respectively.

Video for Social Media Videos reign supreme on social media. Following on from the above, developing specific content for each platform is a necessity. But more than this, marketers are having to build their online communities across multiple channels. Content needs to tap into various stages of the customer journey. Many marketers are also encouraging users to share their usergenerated content in video form. It appeals to social media users and encourages people to advocate for your brand while creating content.

Live Streaming Streaming has taken over not only the entertainment industry but the video production industry too. All sorts of live stream videos are booming, encouraging people to tune in in the moment and experience something virtually. This brings an element of realness and authenticity, as well as the idea of exclusive content that needs to be consumed as it happens. This has taken the likes of fashion week by storm, bringing new audiences to the front row, so to speak. It works for events, interviews, and behind-the-scenes - as with all video, it’s incredibly versatile and one which should be featured in marketers strategies going forward. Influencers are also turning to live streams for their content, with viewings for this type of content increasing significantly.

Creative Edits Finding creative ways to edit your video content can transform it and truly set you apart. There are so many ways to do this, from showing off a product or space in different ways by changing up the speed so that there are compelling slow motions contrasted with fast-forwarding. The platform that the video is being created for will determine the kind of edits to incorporate, and this can easily set your content segments apart for the different channels. For instance, a two-minute video on your website can be packaged into a 60-second clip for TikTok with transitions, then a quicker 30-second clip for Instagram’s Reels. These bite-size bits are the best way to catch and hold the attention of audiences. Once this has occurred, you can move into sharing longer-form content where appropriate, like your YouTube channel.

Interactivity Interactive videos make it possible for people to get involved in the video. There are many ways to make this happen, from swiveling around in a 360-degree video that lets you see multiple angles and put you in the center of a space, to the likes of videos where you can navigate and choose the storyline. These videos are very much possible, though rather pricey to produce. Nevertheless, they are a trend and one that more and more customers will come to expect. This allows people to feel a sense of virtual immersion and the truest form of try-beforeyou-buy.

Virtual Reality Following hot on the heels of interactive video content the inception of online reality worlds is also a trend to watch and get it on where possible. Technology giants are developing the technology and equipment to make this readily available and realistic. This is also changing the way people are consuming video content, and presenting marketers with highly effective ways to share their products with audiences. This is a wideranging trend, extending from the likes of augmented reality filters on Snapchat to branded virtual worlds that invite you to participate by simulating the ‘test driving’ of their products.

Stills and Animations By stills, we’re referring to cinemagraphs, a production technique that brings photographs to life by manipulating them for video content. This brings together visuals in a creative way. These can be used in all sorts of marketing communication. On the other hand, there is the ongoing trend of animated videos. These are being used by brands both internally and externally. Animations can help in explaining concepts and representing brands.

Shoppable Video Content Leaving perhaps the biggest and best trend for last, shoppable video content is the number one trend to watch. Brands are creating lifestyle content clips that seamlessly include products that can be shopped with a click of a button. It presents a new way to reach customers and allow them to shop with ease.

Digital Growth - July. 2021

Why is Corporate Video Production Effective for Business Growth? By: Toni Becker

he goal of corporate video production is to provide content that delivers the right message to your target audience in an engaging and informative way. The key is to create content that captures the interest of the viewer and converts them into loyal customers. Corporate videos offer a way to communicate the core message of your brand and they are able to stir interest and deliver messaging that resonates with your target audience, driving further engagement and communication. But what exactly is a corporate video? A corporate video’s purpose is to drive product, service, or brand content, informational videos, and internal communication. Essentially, your corporate video is based on your particular objectives and is produced with the viewer in mind. Today, with the rise of digital marketing and online content, corporate video has become a powerful tactic for marketing and business growth.

In this article, we will discuss the importance of corporate video production and how it can help your business grow by increasing leads and sales.

The Ever-Growing Importance of Corporate Videos Online videos have changed the way consumers engage with brands and content in general. In fact, according to a study by Tubular Insights, adults state that they are 39% more likely to share a video than text-based content on their social platforms. Corporate videos have become a vital communication tool for businesses, helping them deliver their message in a meaningful and memorable way while engaging with their desired target audiences. By creating compelling, informative, professional, and personalized video content and distributing it across your social platforms, email newsletters, and website, you are giving your business a voice, a face, and you are more importantly engaging with your consumer - building trust and ultimately converting leads into loyal customers.

Not yet convinced? A study by Unbounce concluded that corporate videos are actually 52x more likely to show up on the first page of the Google search results and consumers are 4x more likely to watch a corporate video than read a blog post or read through a web page. This means that consumers are actually engaging with your content, which means greater brand awareness, lead generation, and sales. What more could you want?

Need more convincing? Let’s take a look at how corporate video actually helps your business grow and is not simply a vanity spend to make your brand stand out online.

How Corporate Video Can Help Your Business Grow Corporate Video Production Increases Conversions By placing a well-produced, informative, and engaging corporate video on a landing page, you are able to increase conversion rates. In fact, a study conducted by eyeviewdigital. com reported that corporate video can increase conversion rates by an astounding 80%. The benefit of video, if not its greatest benefit, is the fact that it gives viewers the opportunity to engage with your company on a personal level. Through visual storytelling you are able to convey who you are, the value you offer, and how you can help your target audience. This is more than just merely reading text - it is able to project tone of voice, emotion and evoke emotion within the viewer. By creating this dynamic and personalized relationship with the consumer, you build trust and it is this trust that leads to greater sales and continued business growth.

Corporate Videos increase click-through rates We mentioned previously that sending corporate videos via emails is a great business tactic. It has been proven that by using video-based content in emailers, you can experience a 200% - 300% increase in click-through rates. You may be wondering if email is still a viable marketing tactic and we can tell you that it definitely is. Not only is email marketing measurable,but it offers more engagement and helps with audience segmentation. A study by CRM powerhouse HubSpot also stated that 46% of today’s online consumers prefer receiving content through email and it is still one of the best marketing tools available to businesses today. The problem is that emails can quickly become lost in our inboxes

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and video now offers a way to stand out from the crowd. When adding video to your emailers make sure to have strong call-to-actions as this will help you gain greater leads and better your bottom line. It’s all well and good to get your audience to view your videos - you need to remind them to take a specific action. This is why it is vital you work alongside a professional video production company that can assist you in your video marketing efforts as well as strategizing, conceptualizing, organizing, filming, and editing.

Corporate Video Increases Website Traffic As stated previously, videos are more likely to be picked up and trusted by Google which means they are more likely to show up on the first page of the Google search results. A study by Wyzowl stated that by placing corporate videos on your landing page, you can see an 80% increase of time spent on your website which in turn, helps with your Search Engine Optimization rankings. This is proof of just how powerful video content is becoming in today’s digital age. So, how does this help with business growth? Reaching the first page of the Google search results will ensure you grab the attention of an audience who are actively seeking your services before they even find your competitor’s content. This is why it is important that you get ahead in your corporate video production before your competitors do. By directing highquality traffic to your website through higher search engine rankings, you will convert high-quality leads which results in greater sales and, of course, business growth.

The Wrap Up Above, we went through just a few of the reasons corporate business production is effective for business growth. What is important to note is that this growth is measurable and you are able to see your return on investment through analytics and reporting. If you are looking to develop powerful corporate videos for your business, it is important you entrust your video initiatives to a professional, creative, and experienced video production company. Corporate videos are the ideal way to showcase your brand, service, product, or event, but your video won’t necessarily project your story if it is not produced with the right strategy, passion, and vision. If your selected production agency doesn’t take the time to understand your vision, audience, and goals, the content they create will undeniably get lost in the online noise and your brand will quickly lose its voice.

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How to Use Video Marketing for Lead Generation By: Toni Becker

s a society, we are instinctively drawn to stimuli such as motion, human faces, and sound. With this in mind, using video is the most effective way to communicate information, stir emotion and connect with audiences.

Digital marketers understand this and are now strategically using video marketing as a way to reach consumers. With online platforms like YouTube and TikTok proving the popularity of video, marketers and businesses can no longer ignore its impact and the impact it has on lead generation.

So, if you want to effectively turn prospects into high-quality leads, we’re going to show you how this can be achieved successfully with video marketing.

Why Video Marketing Works for Lead Generation

Promotion, Distribution, and Optimization for Video Marketing

Video marketing delivers a greater level of engagement among viewers compared to text and when it comes to marketing, engagement is essential. Engagement is the key to marketing success as greater engagement builds trust, interaction, clickthroughs and ultimately drives greater lead generation.

In order to generate more leads from your video marketing efforts you need to make sure that your videos are distributed, optimized, and promoted correctly. Linking your video to your social media platforms is important in this regard as it ensures your content gets greater reach, is shareable, and directly reaches your target audience. Also make sure to optimize your video for the search engines, and apply search engine optimization tactics to it when you place it on your website. Search engines appreciate and value video content and this will help in your search engine rankings.

When building a lead generation strategy for your business you will concentrate on content, promotion, and acquisition tactics. These three stages are vital in the lead generation process in general and these stages are vital for your video marketing lead generation efforts.

Below, we outline these three stages and how you can build off of them in your video marketing lead generation efforts.

Content Strategy for Video Marketing When it comes to video marketing, as with all other forms of marketing, your content needs to inform, delight, and help your target audience in one way or another. Video content needs to add value to your target audience, and you need to fully understand what your buyer persona looks like in order to create the content that would work for them. This means that your content could be focused on your products and service or you may be providing advice regarding a particular product, service, or offering that your audience has an active interest in.

Whatever it is you decide to focus your video content on, make sure that your audience will find it helpful, valuable, and problem-solving.

Now, we get to the good stuff. How do you generate leads through video marketing? Let’s take a look.

Lead Generation and Video Marketing Lead generation is the lifeblood of any business, but how do you generate leads through videos? And how do you make sure you are attracting only the highest quality leads through video marketing?

Gated Content: Gating involves keeping your video content behind a metaphorical “gate” that your prospective client can only view after providing you with their information or data. The information your audience provides would be captured in a lead form and give you the opportunity to contact the prospect through a variety of channels after the fact including email marketing and remarketing campaigns. This is a “direct” form of video lead generation. The direct lead generation method is about an exchange while the indirect method of video marketing is about persuading a prospect to submit their information via a call-to-action.

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When you are looking to go the direct route, teaser videos are a great way to do so. You hook the viewer by promising helpful information and in order for them to receive more of the information they require, they have to provide their contact information. This also ensures you are receiving high-quality lead data as the prospect is willing to provide information in exchange for your expertise on a particular topic or subject matter.

Subscriptions: This is specifically important to businesses with a YouTube channel or businesses sharing videos via newsletters or online magazines. When your audience subscribes to your channel or magazine, they will automatically receive notifications when a new post has been uploaded. Therefore, you will have more returning visitors which leads to greater brand awareness, trust, and increased conversions and sales. If you do have a YouTube channel, make sure to upload consistently and make sure that your content is always valuable, interesting, and helpful to your target audience.

include a built-in lead form that you may not have space for on other web pages.

Customer Relationship Management: Using your video

marketing to generate lead data is vital and once you have tactics in place to gather lead information, it is important you manage this lead data successfully. A Customer Relationship Management tool such as HubSpot is able to store this information in a single location, segment your audience based on their behavior, and help drive them through the buying cycle. Placing your video marketing alongside a powerful CRM strategy is a great way to ensure all leads are reached, nurtured, and guided through the buying process with ease.

Cards: Using cards is a great lead generation tool when it

The Wrap Up

Landing Pages: Video post-click landing pages indirectly

Using video marketing for lead generation is one of the latest and most effective ways to attract your target audience. By focusing on solid content and smart distribution and promotion strategies, you will be able to implement successful lead generation tactics.

comes to video marketing. But, what is a card? A card will appear at the end of your video and will have clickable links to your social media, contact email address, and numbers. A card also provides a place for your audience to enter their contact details - a lead form if you will. Data capture is key to lead generation and you can use this data going forward for your blogs, social media, and email marketing campaigns.

persuade your prospect to convert into leads. The tactic is effective as it is strictly designed to convert. Post-click landing pages contain fewer distractions than a webpage and can

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How Businesses Can Use Video Marketing By: Shannon Correia

ost marketers will tell you that video content is a must-have in your marketing strategy. It is a versatile medium and one that has proven its worth as the most engaging form of content online. In this article, we’ll be sharing how businesses can use video marketing to communicate with audiences successfully. Ready? Let’s get into it. Video Marketing Videos are a great way to showcase, promote, and communicate with your audiences. This is what makes it such an effective tool for marketers to use. By including video in your content, you’ll be able to improve your reach and engagement. With that, an increase in conversions and sales is not only possible but probable too. With such a powerful tool for marketing, you’ve got to be strategic with it. You can’t just hit a record and hope for the best. Before you get to the drawing board and start devising your video strategy, let’s discuss your options regarding the many ways your business can use video marketing. In short, a business can produce all sorts of videos to market their brand and communicate with audiences.

How Businesses Use Video Marketing Shoppable Video Content Businesses can display their products in lifestyle videos which include links that allow the viewer to tap on products they like. From here, they can instantly add them to their shopping cart. This is being earmarked as one of the biggest trends in video. It presents businesses with a new way to display and sell their products without overtly advertising them. To create these, businesses are working with videographers and agencies to place products strategically in videos with embedded links for direct shopping that your viewers can use.

Event Coverage With the world heading towards the new normalcy of being cautiously distanced, capturing events is more important than ever. Whether it’s a form of filming an event for content or replacing the traditional event with a broadcast version, businesses can use this to show their brand in action in an event designed to excite and please audiences. This can be filmed in live video content, or clips that are packaged and used afterward. Videos can boost your events by giving you more exposure and content to work with.

eLearning & Training Videos Learning can produce better results using digital means and methods. Training your employees can be very beneficial, whether your team is working remotely. Through videos, you can communicate ideas in a concise and standardized manner. This can result in smoother and more effective onboarding and training sessions. This will then improve your business’s productivity and your employee’s skillsets, not to mention save time and money in the process.

Social Media Videos Social media is one of the best platforms for videos. It is a highly engaging form of content and with so many ways to share this kind of content, you can grow your brand and online community by sharing bite-sized clips across social media.

Animated Videos Businesses can use animated videos for training purposes, where they explain concepts to employees as part of training processes. Some brands also create animated videos as explainers for their audiences to watch, since this is a highly effective way to share information and explainers. It is a fun way to communicate, yet highly effective for learning.

TV Commercials TV commercials are still highly effective ways to communicate to the masses. If this type of content appeals to your brand, your business can produce quality videos for ads on the bug screens, creating mass awareness and trust in your brand. If this isn’t in your marketing plan, you can still develop commercial content for other channels like social media platforms.

Branded Videos Branded content is one of the best types of videos your business can create. With this, you can depict what your brand is all about. This can then be shared and used in a variety of ways, from your website pages to your social media channels. This will improve customer understanding and could result in improved customer loyalty.

Corporate Videos Sometimes videos say it best, and that sentiment applies to corporate videos too. You can film your business’s message as a means of communicating with employees, partners, and clients. Some examples of this include introductory video clips to safety information, promotional clips, and announcements.

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Interactive Videos Interactive videos allow your audience to interact with your videos. Whether it’s using 360-degree motion panning and movement, or clips where you can pause tap at certain segments to learn more information, this really brings the audience in and can be a highly effective way to market what your brand is all about.

Market Your Business with Video It’s no question that businesses need to capitalize on the many opportunities and benefits of video content. After covering the topics above, it is also no longer a question about how your business can use video marketing to your advantage. So, what are you waiting for?

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Transform Your HR Department with Videos By: Mandy Owens

ne of the most compelling ways to engage with prospective employees and to showcase your company is to do it visually. And the best way to add credibility and authenticity to your content is to showcase your people and their journey with you.

51% of job seekers are more attracted to a company that has job postings with visual elements (images or videos) than to others that didn’t. 66% of candidates believe interactions with employees are the best way to get insight into a company. Let’s look at a few more stats that support this: •

Video just works, and the stats don’t lie. Videos on social media generate 1200% more shares than text and images; emails with video generate a 96% increase in clickthrough rates; video can increase monthly website traffic two to three times.

•

54% of internet users want more video content from brands that they support. If you haven’t implemented a video content strategy for your recruitment efforts, you’re literally depriving potential candidates of what they’re looking for.

•

Some recruitment agencies have reported 800% more engagement with job ads featuring embedded video.

So what should you be talking about and what do candidates or prospective employees want to learn about your organization? 22

Ironically, the most effective recruitment videos don’t even mention the job description for the advertised role - they focus purely on employee experiences, memorable stories, and workplace culture. Adding a face and a personality to your company isn’t as hard as it sounds.

Must-have Topics for Your Video Messaging Start with the basics The first four video topics we feel are fundamental to welcoming candidates to the recruitment process are: • • • •

Introduction and Welcome message Company Overview Company Culture EVP

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A great first step in the recruitment process is to involve company leaders such as the CEO, team managers, and HR representatives to introduce candidates to the company. Provide a warm, welcoming introductory message, an overview of what your company does, the culture underpinning your company’s core values, vision, and mission, and finally highlight the unique employee value propositions (EVP) that make your company a great place to work. Keep it brief, to the point, friendly and engaging, as this sets the tone for the rest of the videos that will go into more depth about specific topics.

Share your passion and purpose

You could do something a little unexpected here like taking the candidate on a journey outside of the office.

BambooHR does an excellent job highlighting their Work/Life Balance: Work/Life Balance at BambooHR

Talk about actual clients and projects

What better way to give insight into the kind of work experience candidates can expect than talking about actual clients and projects? This is also an opportunity to showcase projects you’re proud of and give candidates an idea of the level of skill and experience required to fulfill the job role.

Today, job seekers want more from their jobs - they want to work for organizations that are committed to diversity, inclusivity, and innovation, companies that are rooted in a passion for unique causes they can identify with and become involved in. Showcasing your company’s dedication to helping others and the environment or whatever it is that gives your employees passion and purpose will help you find the perfect candidates.

Shopify takes an innovative approach by walking you through the projects some employees are working on during their “Hack Days”: Shopify Hack Days

This moving and memorable example from Ford focuses on diversity, equity, and inclusion: Diversity, Equity & Inclusion

The application and onboarding process can be extremely stressful for potential candidates. The last thing you want is to overwhelm them with an overly complex process, or even worse, leave them in the dark entirely about what lies ahead. The trick here is to keep it simple and engaging, warm and welcoming, and make sure you communicate the process clearly so the candidate knows exactly what to expect.

Showcase what it’s like to work for your company A creative and captivating way to engage and attract prospective hires is to use your employees (ideally those you modeled your candidate persona on) to talk openly and honestly about the culture at your company, share an engaging and memorable story about working for your company, or simply tell the candidate why they love their job. While humor is a great way to captivate an audience, it’s extremely difficult to pull it off effectively, so unless your company culture is predominantly focused on comedy, it’s best left to professional comedians! Ideally, this video should resonate with candidates who will ultimately fit into your working environment well.

Show how you make the transition smooth

Pioneer Human Services does just that with this personal message from the CEO: New Employee Welcome Let your videos do the talking with prospective employees. Video content continues to prove itself as one of the best ways to communicate and engage with audiences, especially when introducing your business to talent in the job market.

Check out this unscripted authentic, yet entertaining look at what life is really like working at Yell, (formerly Yellow Pages): Working life at Yell

Show your company’s focus on employee growth and development Communicating unique employee value propositions such as your company’s focus on employee growth and development can answer the question that many candidates have: “why would I want to work here?”. As with work/life balance and a positive employee experience, learning and growth opportunities are unique selling points that the candidates of today are looking for.

Starbucks takes an authentic and engaging approach to show how they support employee growth and development: Early in Career at Starbucks

Highlight work/life balance Work/life balance is ranked as one of the most important factors job seekers look for in the employment market these days, often even above salary expectations. Especially now, as we adapt to the new normal amidst the global COVID-19 pandemic, potential candidates want to know that they have the flexibility to work from home or blend their personal lifestyle, schedules, and preferences with work. 23

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How to Build a Video Strategy By: Shannon Correia

Digital Growth -July. 2021

ideo strategies are the all-important blueprint plan of action for your video content, providing you with purpose and direction. In this article, we’ll be taking you through a step-by-step guide on how to create a strategy for successful video marketing.

Video Strategy

Distribution

A video strategy is much like other marketing strategies. It will include your goals, budget, timeline, processes, and metrics. This is the step that needs to be deliberated, planned, and approved before you begin the process of creating the content. While video strategies are step 1 of the process, it does not mean that they are a once-off effort. This plan of action will be referred to on an ongoing basis as a guide. It will also need to be fine-tuned for future video content. Investing in a strategy can be helpful in that it can provide you with a template to use for the future, although it will need to be updated accordingly in line with your content needs.

Again, this comes down to having management plans in place. The content will need to be published to the various predetermined digital platforms. This should include an optimization strategy to ensure the videos perform optimally. Since video is versatile, there should be repurposing plans included here too.

An overarching element to consider when developing the strategy for a specific set of videos is based on the purpose for this content; is it targeted at audiences in the awareness, consideration, conversion, or even post-purchase stages? Another factor to separate strategies is whether the video content you’re producing is for a specific campaign or part of your ongoing branding efforts.

How to Build a Video Strategy Define the details This includes your objectives, timeline, and budget. The goals for the video content need to be clear and set alongside KPIs to measure the performance of your videos. They should be specific and include objectives for both the short- and longterm. The budget, on the other hand, will determine the practicalities and possibilities when it comes to creating the content.

Determine your target audience Your target audience determines a lot about the video you need to create. This includes the nature of the content itself, as well as the messaging and the platform where it will be shared.

Reporting To round off your content strategy, ensure you have metrics in place to measure the performance of the videos. This needs to be reported on to ensure KPIs are met, and insights are drawn to improve future content.

Benefits of Video Strategies There are many benefits of having a video strategy in place. With this, you can better utilize your resources while also improving the performance of the videos. All of the benefits culminate in a knock-on effect, as follows: When you have a better idea of the target audience you’re producing content for, you’ll be able to improve your ability to reach them and please them. This then results in increased engagement, brand awareness, and perceptions of your business. This then increases your conversion rates and boosts sales. Videos have become an important factor for search engines too, which also improves your search engine rankings. All of this puts your business in a better position, building a growing online community and giving you an asset that helps set you apart from your competition. Developing a Plan of Action for Your Video Content With the above in mind, you can create video content strategies that help you plan, prepare, produce and publish high-quality videos. When your content output is strategic, it’ll perform better with audiences and reign in more success for your business.

Plan the content and messaging At this stage, you can develop storylines for the content and draw up a storyboard. All aspects of the content should be planned out, from the audio requirements to the location of the shoot.

Planning for the video shoot There are various factors to plan for before a shoot. Depending on the content you’re shooting, this could include talent casting, securing a location, writing the script, styling wardrobes, and booking the production crew.

Producing the content Your strategy should include the management plans during the shoot. This will ensure that you keep track of what is happening and when. Determine who will be responsible for smooth delivery.

Editing Overseeing the editing process will help keep the edits on track according to the schedule. Having clear lines of communication for sign-offs can greatly improve the process and turn-around time. The style and vision for the videos should also be clearly expressed before this process begins. 25

Top Video Lead Generation Strategies 2021

Digital Growth - July. 2021

By: Toni Becker

n 2021, video marketing is more important than ever as it can help improve your lead generation efforts at every stage in the buyer’s journey. Whether it be increasing brand recognition during the awareness stage, delighting leads during the consideration stage, or nurturing sales during the decision-making stage - and beyond. In the past few years video has left its mark and today it’s vital that marketers incorporate it into their strategy if they want to attract quality leads, delight current clients, and gain repeat business.

In this article, we will unpack the top video marketing strategies and tactics you should incorporate in your current lead generation efforts.

Attract Leads Through Video Marketing Incorporating video into your online advertising efforts is a powerful way to reach new audiences and raise brand awareness for your business, even on a small to medium-sized budget. For the “attract stage” of your video marketing efforts you should concentrate on creating brand videos or explainer videos that introduce your business, services, and products while displaying your brand voice and brand personality. Once you have created your script and put together a solid idea for your brand awareness video, you can use your online platforms to get it to your target audience. For example, if your target audience is mostly present on a certain social media platform, develop your video to suit the platform and promote it to your target audience. Make sure that your awareness video has a strong call to action, one that encourages engagement and drives the viewer to take the next step in the buyer’s journey. Social media video advertisements are a great way to engage your audience and are more measurable than traditional online ads. Videos are also more likely to attract the attention of the viewer - and hold their attention for longer periods of time. Remember that the social platform you run your video ads on should be strategic and reach your target audience where they are online. Make sure you understand your target audience and buyer persona to understand where you can reach them in the online space. For example, if you are looking to attract business leaders or decision-makers, you should consider running your video ads on platforms such as LinkedIn or Facebook. If you are targeting a younger audience, TikTok, YouTube and Instagram would be great places to start your journey. 26

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Once you have attracted prospects to your video, it is time to engage them even further.

Engage Leads Through Video Marketing Once you have attracted new visitors with your video ads, it is time to continue the conversation and engage with them. Using video on a landing page or company website is a great way to engage with a viewer once they have watched your video and clicked through to “learn more” about your business. Videos on a landing page or videos that direct a user to a landing page are also known to have an impressive rate of return. In fact, 86% return. This all depends on how you set up your call to actions and how you drive a viewer to take a specific action. So, how can you create a powerful call to action on your videos to encourage greater engagement? Hook your viewer in the first 15 seconds of a video, be it a tutorial or educational video, and then have them “click-through” to access more information. Once they have clicked through they will reach your landing page. The rest of the video should be gated. This means that the user will have to provide their contact information before accessing the rest of your video and the valuable information that is provided in your video. This helps with data collection and allows you to take steps for greater lead nurturing and remarketing in the future.

powerful is that your retargeting ads are reaching individuals who have already shown an interest in your business and your business offerings. The best videos to use for your retargeting ads would be videos that offer value to the viewer. This includes tips and tricks, industry insight, entertainment or lifestyle, tutorials, and how-to guides. This may sound repetitive however it is just another way to keep your business top of mind and reinforce your brand message to high-quality leads. This is also a way to get your message across in a less spammy way and makes it seem less like a sales tactic and more like an organic reminder. Now that you have attracted, engaged, and nurtured your leads - it’s time to drive them to make a purchase.

Video Marketing to Close The Deal Now comes the decision stage of the buyer’s journey and it is time to convert your leads into loyal customers. A great way to do this is by providing them with what is known as “social proof.” This refers to presenting your leads with proof that your clients are happy with your service offerings and have gained value from your business. The best “social proof” videos ease any potential doubts a lead may have about your business or service. This includes video testimonials from happy clients as well as case studies. By creating social proof videos, you give your leads the chance to see actual results of your services which encourages them to take the next step and make the decision to purchase.

Nurturing Leads Through Video Marketing Once you have collected the lead’s information, you add this data to your sales or marketing funnel. A Customer Relationship Management system such as HubSpot would be ideal for this as the system is designed to store all your customer data in a single location while segmenting this data for further lead nurturing. So, how do you go about nurturing leads once you have collected their data?

Video Email Marketing for Lead Nurturing This is where video email marketing becomes important. Today’s consumer receives hundreds if not thousands of emails a week and you want to stand out from the crowd and not become lost in their inbox. Video is what will make your email stand out. Don’t believe us? Even creating emails that simply have the word “video” in the subject line results in a 6% higher open rate than all other emails.

The Wrap Up Video can be incorporated in every stage of the buying process, from awareness to purchase and beyond. Implementing even one of these video marketing steps will help you increase your lead generation efforts and set you on the path to improving your sales conversions in a measurable and creative way.

And that’s a wrap!

When it comes to lead nurturing video marketing, you will get the most value out of personalized video follow-ups. This means that your sales team can create their very own sales video, either via a smartphone or a professional video team. By creating super-targeted videos that are directed to leads at specific stages in the buying cycle, you are making the lead feel more seen and engaged, therefore you build trust and encourage further communication and follow-ups from the lead.

Video Retargeting Ads on Social Media Once a prospect provides you with their data via your landing page, you are able to store this data and use it for lead nurturing. We have covered lead nurturing through email marketing, but social media remarketing is another way to ensure even greater nurturing. Social media retargeting video ads will keep your brand top of mind at all times. What makes this tactic so 27

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Digital Growth -July. 2021

How to Choose the Right Equipment for Your Video Studio By: Shannon Correia

reating a video studio is no easy feat. If you’re starting up a studio space in-house instead of hiring one out, you’ll need to fill the space with the right equipment to suit your needs. In this article, we’ll be sharing a checklist that’ll help you decide what you need. With this, you’ll be on your way to creating quality photos and videos in no time. First things first, video equipment can be pricey. Of course, when you’re building a studio you’ll need to invest, however, if your budget is tight, you can always start out with second-hand tools and technology. Over time these expenses will pay off, since video content is in high demand, with no signs of slowing down. So, what kind of equipment will you need when building your video production studio? Let’s take a look.

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Equipment Checklist for Your Video Studio

Camera Creating video content all begins with a camera, your most essential piece of equipment. Now, discussing all of the qualities that make one particular camera the right choice for you is enough to send you down a rabbit hole. For example, are you more of a Nikon or Canon fan? Or, would you like to record all of your footage using an iPhone? There are mirrorless camera options, as well as traditional DSLRs. There is no right or wrong answer here - your choice will likely depend on your preference and budget. Full frame is the best option here. Since you want versatility and longevity, don’t go for the latest point-and-shoot cameras that don’t have interchangeable lenses. These are often cheaper and won’t result in the same professional quality images that Single Lens Reflex (SLR) cameras offer. SLR cameras can be used with interchangeable lenses, shoot at a higher frame rate, and have multiple features and accessories. Other points of differentiation factors include viewfinders, LED screens, and preference - many photographers and videographers are brand loyalists. The goal will be to use a camera that is able to shoot in 4K (or above). That is a high-quality resolution that is optimal for your studio setting. Take into consideration what you’re shooting with the benefits of the particular camera to narrow down your choice. For example, professional cameras will offer image stabilization, focus during zooms, and higher frame rate videos. Remember, oftentimes the camera itself is the body and you can level up its capabilities by choosing the right lenses for your needs.

Lenses Lenses transform the camera, so it’s ideal to have a few of these at your disposal. The focal length refers to the distance from the sensor to the center of the front lens element. Lenses with 40-50 mm focal length have a similar perspective as the human eye and are called normal lenses. Every time the focal length is doubled, e.g. 100 or 200 or 300mm you magnify the images 2X, 4X, or 6X. Lenses with less than 40mm lenses are considered wide-angle lenses and are useful for interiors and landscapes. Macro lenses are special lenses that allow you to focus very closely on subjects, and some zoom lenses have a macro feature built-in. Macro lenses come in different focal lengths, where the longer focal length lenses let you capture your subjects from further away and still achieve close-up imagery.

Accessories The next thing you’ll need for your studio is camera equipment, such as:

Tripod: A tripod is what stabilizes the camera - shakiness will

certainly detract from your video! This is a very handy tool for videographers to use and there is a range of these on the market, including handheld ones or ones with flexible mobility when holding the camera in place. Naturally, the kind you get will depend on the camera you’re using.

Gimbal: Gimbals are stabilizers for the camera much like tripods, although these are used when the camera is in motion. It uses weights and pivots to hold the camera steady as it moves while recording the video. Consider the type of videos

you’re creating to determine if this is the right equipment to have in your studio space. Backdrop: Studios often have a white background as it is versatile and creates an infinite backdrop. Many studios also have green screen backgrounds.

Lightbox: If you’re doing product shoots, investing in or

creating a Lightbox is incredibly useful to have on hand and record clean, quality shots.

Memory card: The type of memory card you use will be dependent on the camera you have, but high quality is always recommended to avoid the possibility of your content being corrupted. Go for the larger storage space to be on the safer side.

Audio Many cameras have microphones, but it is best to purchase an external one for the best audio quality and control, which is especially important when recording speech or live sounds in the studio. There are many mics on the market. Shotgun is the preferred brand, renowned for audio in studio recording settings. Rode is another brand option, suited to various environments and recording purposes. In most cases, the mic will be inserted into the camera directly, while others are smaller mic’s that can be clipped onto clothing for clearer speech. Whichever option you use, be sure that nothing obstructs the mic and that it is facing the right direction. Audio can also be synched during the editing process. Other ways to improve the audio quality include being in a quiet location that is filled with soft furnishings like carpets or soundproofing, as this dampens the sound and prevents echoes.

Lighting Lighting is one of the most crucial facts for high video quality. Your studio space can begin with a reflector that works with translucent, white, black, gold, and silver surfaces. This is a basic piece of equipment that helps you use ambient lighting. There are also softbox lighting kits, which you can set and control using a remote and usually include a couple of lighting options (with cooler and warmer tones). These are LED lights mounted on a stand to improve the lighting conditions in a room. Consider the room where your video studio will be as this will affect the access you have to natural lighting and the kind of lighting equipment you’ll need to invest in. Artificial lights are plentiful, and you’ll need to consider the showdown and subjects of your videos to determine which is right for you. The most ideal solution is to have a three-point lighting kit. These are sturdy yet can be placed easily. This key light, fill light, and backlight ensures you have three-dimensional lighting around your subject. Pro tip: Opt for LED lights instead of incandescent lighting. Consider whether or not your camera will be used for photography as well, or whether you will need to record with a flash. Many cameras have a built-in flash available, which are bright enough to illuminate subjects about 1-3 meters from the camera (although this also depends on the ISO setting and F-stop you are using). If you use flash often in your video production, invest in a more powerful flash. Most cameras today use Through The Lens (TTL) metering (which automatically provides correct exposure), or have a +\- compensation button so you can alter the flash output. Most cameras have front curtain sync flash as a default setting which is suitable

Digital Growth -July. 2021

for most situations, but in low light can leave the background appearing black, or a slow-sync flash which simply means the camera shutter stays open for a while even after the flash fires to allow some of the ambient room light to become part of the exposure.

Computer You’ll need a computer that has a lot of storage. Look for RAM and screen size, as well as the ability to edit videos. This lends itself to the kind of software you use to edit your videos as well. Popular choices include Apple’s Final Cut Pro and Adobe Premiere Pro. Choosing the Right Equipment There you have it - a comprehensive checklist to follow when building your video studio. By investing in the right equipment to suit your video needs, you can become a production powerhouse with complete control over the process and unlimited access to everything you need.

The Video Production Industry Videos are a crucial element of successful marketing strategies. Not only is this medium relevant and engaging to the majority of audiences online, but social media platforms are actively seeking and promoting video content. Businesses are also building long-term relationships with videographers and in some cases, building their own in-house studios.

Tips on choosing a tripod Opt for carbon fiber instead of aluminum Look for legs with rubber insulation if you shoot in cold weather Ensure the tripod can be placed flat on the ground if shooting macro subjects Ensure the leg locks are tight and secure Determine how tall you want to be able to set the tripod. Most get ones that reach eye level which is high enough for most circumstances. Carefully consider your choice for the type of tripod head as this affects the ability of your camera to move as needed for your video

The world’s second biggest search engine, YouTube, is, in fact, a video sharing platform. Additionally, video has become a factor in how search engines rank content. In other words, it’s a must-have that continues its domination. With so many videos online, you’ve got to ensure yours stands out and resonates with your audience. There are so many elements involved in this creative form of storytelling, and with improvements in technology, creating good content to showcase an element of your brand simply isn’t enough anymore. People rely on video for each stage of the marketing funnel, and they’re being served this content from multiple platforms and angles.

DIGITAL GROWTH July 2021 | ISSUE 9