(This article is Part 3 of a 3-part series from an interview conducted by Paul Ritter (News - Alert), contributor for the Business Video site on TMCnet with Wayne Wall, CEO of Flimp Media on June 16, 2011. Part 1 focused on using video for internal employee benefits communications and Part 2 focused on video for lead generation. Both articles can be viewed here. )
Ritter: Wayne, earlier we talked about different strategies used for branding and marketing versus applications for generating sales leads. What are some of the most important considerations or best practices that organizations should follow when they are producing videos, distributing them and ensuring their programs are effective?
Wall: When producing video for lead generation, there are a number of considerations;
First, you really need to keep the video under 2 minutes unless you are Victoria’s Secret.
- You should make sure to capture the viewer attention in the first 10 seconds.
- Don’t use a plain spokesperson without breaking it up with motion graphics and other content, or you will bore your audience.
- Show what you do that’s relevant, don’t just talk about it.
- Tell an interesting story about customer experiences and success stories.
- Frame your offer in terms of problem- solution – take action. Be sure to provide an effective call to action.
- Make sure the video can be viewed on all devices – mobile phones, tablets and PC’s.
Ritter: I think those are all really key factors for achieving success. Providing really compelling content to capture and keep your audience’s attention, providing an effective call to action, and ensuring you can reach your target customers not just on their desktops, but on their mobile devices as well. Those are all very important things for every marketing effort or lead generation program.
So Wayne, where do you see the future of web video marketing and video lead generation going over the next few years?
Wall: I think we will see less and less website-centric use of video – pulling people into a website to find and engage with your video. We are already seeing this with mobile and social media and sharing. In many ways inbound marketing is overrated, especially for lead generation. People who have lots of time to research and surf the web and ultimately end up on your website through social media, blogs generally aren’t decision makers. Most are time wasters. For lead generation, best video practice will be to push video to target audiences packaged as microsites or video brochures with interactive multimedia and tracking that enables fast follow up by salespeople. This will be done on a more personalized, relevant one-to-one basis than with marketing “email blasts” that get ignored or simply aren’t relevant to the viewer. Also, companies will begin to realize that crappy slideshow and PowerPoint videos made by an inexperienced employee aren’t going to drive engagement. In general you have to pay professionals to create good content, using their talents and ideation. An Animoto video is cute for a small non profit or sole proprietorship, but serious companies need to invest in quality content in order to get the results they want.
Ritter: Before we end our interview, I would be remiss if I didn’t give you a chance to provide a little more information about your company. What is Flimp Media?
Flimp Media is a hybrid video technology and creative services company. We develop cutting edge video marketing and communications technologies and we provide our clients with a range of creative and agency services to help ensure positive results. Our FLIMP (Flexible Interactive Marketing Platform) technology platform makes it easy to create, distribute and track interactive video brochures for lead generation and communications. Our Flimp Agency services include video production, creative design, SEO lead generation and video marketing campaign services. We have offices in Boston, Los Angeles, Manchester U.K. and Buenos Aires, Argentina. People can go to www.Flimp.net to see many customer case studies and other applications for our technology.
Ritter: Thanks Wayne. I appreciate your time today. Thanks for sharing your thoughts on some of the trends that are shaping the Business Video industry and providing your insights on best practices and strategies that companies can follow to achieve success with their own online video initiatives.
Wall: Thanks very much Paul. It was great speaking with you.
(The entire interview between Paul Ritter and Wayne Wall can be read in an upcoming issue of the Business Video eNewsletter. Click here to sign up to receive your copy.)Paul Ritter is Vice President of Interactive Media Strategies (News - Alert). To read more of his articles, please visit please visit his columnist page.
Edited by Jamie Epstein