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Simplifying Video Production Without Sacrificing ROI

If you want to engage customers today, you need video content on your website.

These days, anyone can shoot video with a smartphone and upload it to YouTube or Facebook. But how can you create high-quality video on a tight marketing budget? Here are some tips to help you simplify the production process while ensuring the highest return from your video investment.

Choose the right video style

Video ads, customer testimonials, demos, and how-to videos are just some of your choices. While it’s tempting to let budget alone dictate the style of your video, don’t. Instead, decide who you want to reach, how quickly you want to reach them, and where your video fits into your sales process.

Know your audience

target-market-iconFunnel mapping can help you identify your audience and your video goals. Once you can map where your viewers are located in the sales funnel, you can determine the style of video you should produce.

Thought leadership videos are ideal for reaching new prospects at the top of the sales funnel. Webinars and event marketing videos are useful for customers in the middle of the funnel. Demos and how-to videos offer added value to customers at the bottom of the funnel.

Consider all angles

There’s more to creating a video than pointing a camera and shooting. You have to plan for everything, from script development, filming and editing, to finally uploading your video to a platform where customers can see it. Producing a video in-house can be cheaper initially, but costs can add up if you don’t have the experience or equipment needed to create high quality results. Hiring an outside production company may cost more upfront, but saves time and money in the end. The key is to hire professionals with a proven track record.

Here are questions you should ask any production company or in-house crew before starting work:

  1. What’s your specialty? Have you created similar videos for companies like ours?
  2. Can you provide relevant samples of your work?
  3. How would you approach this project given our budget and deadline?
  4. Are you able to shoot projects in multiple locations across the country?
  5. Are you able to handle ‘campaign-like’ volumes?
  6. How involved will we be during the production process?

Measure your video success

Hollywood measures success at the box office. You should have clear video objectives and ways to measure your return on your video marketing investment. Video analytics give you video player_iconseveral useful metrics to determine your video’s success:

  • Track the play rate. Play rate lets you to compare the percentage of people who accessed the video landing page with those who were compelled to click it open and watched it. This will tell you if your video content is relevant to customers.
  • Find out who is watching: Many video players can match viewers IP addresses with email addresses in your database. You can also create gated video content to gather better quality data, which can be shared with your sales team to nurture leads.
  • Measure engagement: Bounce rate and other metrics can tell you how long viewers are spending watching your video. Do they open the video and then exit quickly? Or do they fast-forward and watch one part in particular? If so, decide what makes that part so engaging.
  • Encourage sharing: You can easily see if your audience is sharing your video or taking the time to comment. You can also increase sharing (and measure results) by adding a call to action at the end of your video.

Increase your ROI

Now that you’ve collected your video metrics, here are some additional ways to get more insights and value out of your video investment.

  • Split test video content: Create two versions of your video and conduct an A/B test to see what resonates with audiences.  For instance, a hard sell versus a soft sell approach.
  • Gated video content: Ask viewers to register with you to access video content. Then test different CTA’s and track activity within your CRM software.
  • B-roll: Whenever you have unexpected downtime during a video shoot, take extra footage of people using your product. Extra B-roll might be useful later when you’re editing the video or creating a split test video. 

Planning pays off

Simplifying video production takes strategic planning, but saves you cost and headaches in the long run. Video production done right will result in high-quality video content for your website that engages customers and creates a measureable ROI.

How To Find The Ideal Script Length For Your Marketing Video Content

A well-written, engaging script is key to any successful marketing video. After all, the words tell the story, and the story is what resonates with your customers. But how long should the script be? If you cram in too much information, your audience may lose interest. But if your video is too short, you’ll leave viewers unsatisfied, confused, or both.

To find the ever-elusive Goldilocks spot with your script length—not too short, not too long, but just right—consider these guidelines.

Understand your marketing goals

Before you determine script length, decide how long your video should be. Will it be a quick 15-second clip to share on Twitter? Or a more robust 90-second tutorial? It all depends on your marketing goals.

  • 15-30 seconds: If your goal is to get the video shared on social media channels, make it quick.
  • 60-90 seconds: This length works well for tutorials or videos that tell a compelling brand story.
  • 2 minutes or longer: Use longer videos to explain complex subject matter or include testimonials. Keep in mind that the average adult attention span is two minutes.

Estimate appropriate word count


Once you determine ideal video length, you’re ready to start drafting your script. We recommend aiming for the following word counts:

            • 15-second video: 30–40 words
            • 30-second video: 75–85 words
            • 60-second video: 140–150 words
            • 90-second video: 215–225 words
            • 2-minute video: 290–300 words

Keep it simple, keep it short

With those word counts in mind, make sure you don’t over-complicate your script. It’s natural to want to include every detail in your script, but it’s not feasible or effective to do so.

To keep your script short and your video succinct, focus on the main reason you decided to create the video. What’s the one message you want your audience to take away? Recall that message, and stay on point as you build the script around it.

Read it out loud

If you’re having trouble trimming the word count, try reading the script out loud. Words always look great on paper but may not translate well once spoken. This exercise will help you fine-tune the tone and reduce superfluous words that push your timeline.

Ultimately, the length of your marketing video depends on what you’re trying to accomplish. Use these guidelines to help find that just-right sweet spot that will keep customers engaged to the end.

Beyond Viral: 5 Functional Video Ad Styles That Drive Brand Lift & Conversions

Businesses large and small are turning to online video ads to explain their services and grow their brands. And with good reason – a recent study by Facebook & Nielsen confirmed that even 3 second video ad views and impressions drive value in terms of ad recall, brand awareness and purchase consideration.

It’s not just expensive viral video ads that are making headways. Marketers are now realizing that videos ads don’t need to be viral to be functional, and that even simpler company videos can help them increase conversions and maximize ROI with advanced targeting.

Here we’ll examine 5 such video ad styles to help you determine which one is right for your marketing goals.

Use testimonial video ads to uncover challenges and solutions

Testimonial videos use interviews of satisfied customers to increase trust and instill confidence in buyers. And they work – 56% of consumers said customer testimonial videos are helpful in making their purchase decisions, and these videos even make customers spend 10x longer on sites. It has to do with social proof; people we don’t even know can influence our buying decisions. To get the most from these video ads, have your customers explain a challenge and how your company solved it, which is more effective than just citing stats or praising your company. Research into storytelling reveals that our brains are primed to take advice from stories, and that we unconsciously imagine ourselves in people’s shoes. To get a sense of what types of stories or issues your customers want to know about, tap into your sales and customer service team for insights.

Tell your company story with a profile video ad 

Profile video ads show genuine interviews of employees speaking about a company, anything from how it got started to why they love working there. Three quarters of customers believe that these ‘about the company’ videos describing product/service are the most helpful when purchasing a product or service.

Combine testimonial and profile video ads to strengthen your message

If you’re a fan of the genuine and unscripted style of profiles and testimonials, you can opt for a long form video ad, which is a hybrid of the two video styles. These video ads are 60-90 seconds, and they’re great for reinforcing your company message. For example, if a profile explains how great a product works, and then a real customer confirms it with a story about the product, it will really strengthen the message and make it more believable.

Increase purchase intent with a spokesperson video ad

A spokesperson video ad involves a company representative speaking directly to the camera about a company, product or service and is a great way to give a face and voice to your company. These videos are especially effective for building authenticity and creating a great sales pitch. Here’s why, 1) their scripted nature will ensure the video hits all the key speaking points, and 2) since the spokesperson is looking directly at the camera, the call-to-action is directed right at the consumer. The spokesperson can even control the viewer’s gaze by physically pointing to a spot where a CTA button will be on your website. Using this video style, Virgin Holidays saw a 30% increase in upper class seat sales, and eConsultancy saw 15% increase in membership applications. A case study by Motiliti found that spokesperson videos can increase conversions by as much as 543%.

Add production quality with a professional voiceover video ad

If you don’t want to focus on members of your organization, voiceover video ads may be right for you. These videos use professionally scripted voiceovers to highlight company visuals, anything from your employees at work, to products being made.

Since the main focus is on b-roll, this is the best type of video ad for showing off strong visuals like an attractive hotel or company headquarters with an indoor slide. It’s also great for showing how something is made or how it works, and 80% of consumers agree that a video showing how a product or service works is important when learning about the company.

Research video topics to reach more consumers

If you address real issues in your company video, your ad will likely reach a much wider audience. Avoid the guesswork and do a little research to make your video ads more relevant and targeted. You can take a survey of your customers or get ideas from trending topics online, social chatter, top keyword queries, and your sales department.

As with all marketing campaigns, a single video ad cannot accomplish every business goal. Select one or multiple video formats from the types of video ads above and align them with your campaign strategy to get the highest bang for your buck.

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