What can Thomas the Tank Engine teach us about business videos?

One big thing and one little thing occurred to me when I "met him" this week. Thomas has to wake up early in the morning and go through a time consuming and painstaking ritual before he can even move. Everything has to be just right before he can start to generate revenue. His preparation and his route are well planned. He doesn't just 'switch on and go'. That would spell disaster. read more

YouTube training - What a difference a little knowledge makes!

You know that time when you suddenly worked out that thing you were trying to do, or when someone said ‘didn’t you know this shortcut?’, or when you finally decided to go on that training course and came home empowered? Realising that most people don’t know how to do digital marketing as effectively as they could should be empowering for a business owner. It means that there are opportunities to get ahead of the game. read more

YouTube - Stuck in the middle?

The middle ground is often seen as a safe haven, and for the unadventurous. In business we need to be looking for an edge, a differentiator, to be at the top of the pile in our chosen market. On YouTube it seems that the opposite is true. The bell curve doesn't apply here: most videos get relatively few YouTube Views, and the ones we remember are the ones that go 'viral' and get millions of views. read more

Are you exploiting the marketing power of video case studies?

Video case studies are a great way to bring your showcase projects to life, even if they are 'talking heads', and you might unearth some real nuggets about your business just by going through the process. Video is obviously the ideal method to put visual businesses on the map - a recent project of mine showcased some graphics installation work, and married with a professional voiceover it creates a very slick product and for just a few hundred pounds into the bargain.read more

Use YouTube Keywords to improve SEO

Keywording is an area that is often poorly leveraged on YouTube, a fact that is startling given the lengths that some businesses go to in order to try and hold on to that elusive page 1 ranking on Google. Google owns YouTube! Why would a business overlook easy opportunities to improve searchability? Google loves video. Wonder why?! But that doesn't mean that putting a video on YouTube is a guarantee of getting onto the first page of Google. In fact I can show you a great example of a well-ranked video on YouTube that doesn't appear on page 1 because of poor keywording, and conversely a video that ranks well on both because things have been done better. Not perfectly, but better. read more

Learn about YouTube Playlists

Don’t just rely on the Uploaded Videos playlist that YouTube automatically creates. Within the Video Manager menu option you can create bespoke Playlists. Create a Playlist to group your videos into topics, and add a keyword-rich title and description to each Playlist. Niche your topics into the different subject areas within your business and really use a meta-tag approach to getting lots of good keywords into the descriptions. Create as many Playlists as you want to sub-divide your video portfolio. read more

Use video to showcase your uniqueness

It's been encouraging recently to have discussions with two potential clients who were USP focused when thinking about their corporate video to achieve compelling video content. Whilst every customer is different, and all our video production work is bespoke, it is easy to dust off the Corporate Video Recipe Book and create a simple 3 minute piece that is a whole lot better than not having a video at all. But at both premises I looked around and thought 'establishing shots, footage of the business working, shots of the office staff, a few words to camera, bit of music, done'. I could move down the road to their competitors and shoot essentially the same thing. Yes, the words would be different and properly planned, but in terms of potential customers deciding between them on the basis of their corporate video, they would be educated and engaged to a similar level. read more

Audience engagement - Is Your Video Audience Engaged?

"Attention is the product."

This was a great phrase I heard recently at a seminar I was filming, delivered by a successful entrepreneur and networking guru. Essentially, as choice grows, the digital medium takes over our lives, and always-on becomes the norm, retaining the attention of your audience is key. A consumer who is not engaged with your message, service, or the opportunities your product offers, will move on to something else. Whilst I was reviewing a client's YouTube portfolio last week, and pruning out the dead wood, I took some time to look at the stickability of the content, using the Audience Retention graphs in the Analytics section. It really is a great tool that I would urge you to use for the audience engagement on your own videos. Some of the results were quite startling. When 50% of your audience have stopped watching the video within the first 10 seconds, then you really are in trouble. When it is down to 25% retention after 1 minute of a 9 minute video, then a lot of your time has been wasted, and a lot of your Views actually count for nothing, because inevitably the loss of audience is not because they have been convinced to buy, but out of boredom or unfulfilment. When I am working with a client to storyboard their corporate video, the advice is always to start well and finish well (as a minimum!). Maybe you can't close the sale in the first 10 seconds but you can definitely lose it. At the end, there needs to be a hook, a call to action, a reason to visit the website, a reason to buy, watch the next video, stay tuned, subscribe, find out more...something positive. In the execution it needs to be free of cheese, ordinariness or hyperbole. Clients ask 'How long should my video be?' Most seem to know the rule of thumb is to keep it under 3 minutes. The real answer is that it should be as long as it needs to be to cover what you need, start well, hold the audience, and finish well. What this means in practice is as individual as your business and your video marketing strategy. Attention is the product. Sell it well, and reap the rewards.

How to make a corporate video

Yes, it may be a over-simplification of the view of many businesses, but given the great untapped opportunity for many companies to grasp video, it must be a barrier. But if video is hard, how do millions of people post thousands of online clips every minute? As a business, what do you need to produce a video? read more

Video is everywhere.

"It's a great thing." "A great communication method." "It draws in customers." "It's better than pages of web text." "I know I need to be doing it." Just some of the comments I hear about corporate video. Seems that everyone is doing it (just look at the stats on YouTube for starters), or knows that they should be. So why don't I live in a stately pile with a row of Ferraris parked outside? Because most people aren't in fact doing it. read more