Tuesday, 13 November 2018

Top three mistakes video marketers make.

Marketing with video and has seen an enormous jump recently and video production companies are working together with marketing companies to produce amazing videos for business marketing.
Video production companies in Johannesburg are moving more and more towards online marketing and away from broadcast video adverts. The problem is that many newcomers are taking short cuts and making bad decisions with video.

In this article I am going to look at some of the most common mistakes businesses make with marketing with video.
It is important to understand that there has been a divide between professional and non professional video creation. Many small time marketers like multi level marketers and affiliate marketers have pushed the message of self filming. This has brought a slew of bad ideas and bad productions.
So lets look at the three top ways that video marketing is being done badly.

Video Marketing mistake number 1:

One size fits all:                                 

With many online marketers there is a sense of video being a grudge purchase. Too many people see video as an obstacle to overcome so they want a fix-all solution that has worked for other people so they can do the same.
This approach has not worked in the off line marketing world and will certainly not work online.
Depiction of video used in a website for video marketing.Just because a video idea works amazingly for one company does not mean it will work for yours.
Simply copying and pasting ideas from one industry to another often falls flat.Even copying an idea within an industry can end badly because many of your potential customers will think you simply copied your competitor which doesn't say good things about your company.
While there are tried and tested techniques such as the flow of the advert, or marketing video, and a good call to action, simply copying a video verbatim is a really bad idea.This is especially the case where you may go the cheap route and make a cheap knock off of a video done by a professional video production company.
The question you should ask is "what is the problem or pain point that your customer has?"  and "how can you speak to that?" This way your message is targeted and way more effective.

Video Marketing mistake number 2:

Viral video

cats in a funny cat viral video.The myth of viral video has probably done some of the most harm to small businesses compared to anything else. Firstly, viral video will not bring more customers. It will simply bring more viewers from which you will probably gain nothing. The classic funny cat videos, can garner multiple millions of viewers and result in zero sales. This is because the entertainment factor is high and the shareability is high but the business message is exceptionally weak or non existent. The only people who make money from viral videos are content creators who post the videos on platforms like YouTube and make money from YouTube's advertising.
An effective video is not a viral video. An effective video targets your potential clients and gets them to follow through with a call to action. The approach of getting as many views as possible and then praying that it converts to sales is a really bad idea. Effective targeted video is what has helped many businesses grow.

Video Marketing mistake number 3:

Poor quality.

While newcomers are always looking for more cost effective ways to market their business, the short cuts have many pitfalls. The all too common mistake is to buy a camera or even worse grab your cell phone and begin shooting. This idea was possibly birthed by the affiliate and multi level marketing industry where personal interaction is gold. This approach can be very effective in a very specific niche. If you want to convince people that you are real and want them to connect to you personally then a shaky cell phone video can work.
Business owner doing a low quality selfie video for online marketing.The problem is that many small business think that this approach translates into business marketing. Nothing could be further from the truth. If your potential clients see you doing that sort of thing, their sense may be that you are a fly-by-night sort of a business and there is no trust whatsoever.
The video work, and overcoming being in front of the camera, can result in damage to your company image instead of boosting it. This is money badly spent and even worse, can damage your company in the eye of the viewer.
There is a place and a time for "low quality" video but it does not work in every situation, especially if you have high paying clients who expect quality, value and trust.

While there are many other mistakes that newcomers make with marketing with video, avoiding these three could make a huge difference for you. It is important to remember that there are no guarantees in marketing of any kind, even video. Many people have seen success with their video marketing but that does not guarantee that it will work for you and your business. That is why it is important to get professional advice when embarking on a video marketing campaign.
Online video marketing can be way more affordable compared to the old way of broadcast advertising but that does not mean that it is cheap, free or guaranteed to bring your business any results. Be sure that you understand your industry and get good solid advice on how to market your business.

Thursday, 11 October 2018

Marketing With Video

Marketing with video has become the prime focus for many marketing companies and company owners who need to market their small businesses. Many people have heard about the power of video and are convinced that it is the option for them. They have seen the statistics, read about the success stories and so want to do the same for their business. The problem is that most people know very little about video, how to use it and and how to make a success of it.
The result is either blindly doing it themselves with little to no experience in either marketing or video productions or they approach a big expensive video production company and hope to leave it in their hands.
Neither of these approaches are the best idea. Firstly video production companies are mostly not marketing companies and the DIY route is fraught with peril.

It is therefor important to have at least a basic understanding of video production and a basic understanding of marketing. This information is however hard to come by in a format that is easily digestible and easy to implement. That was until now. Absolutely AV video productions in Johannesburg has started to put together a series of eBooks to help small businesses to understand, and to begin using, video for their marketing.

While most video training will go straight to the technical details to be more educational, the amount of information can be very intimidating for most people. What is more import than having tons of technical learning is rather to have an overall understanding of video and how it is best used for marketing your business. This way if you use a video production company in Johannesburg or anywhere else in the world you will at least have enough understanding of the process and, more importantly, the road map to be sure that you make a success of it.

In the same way that you don't need to be able to fly a plane to make use of the airline services more effectively, knowing how it all works, in a way that affects you, will potentially make or break your success in arriving at the final destination.
In this vein, video productions require expertise just like flying an airplane but you don't need to have those skills. You do however need to know how to avoid being overcharged, being misdirected and spending on wasteful video productions and marketing that delivers no returns. Video marketing is not something that should be seen as a throw-away. As much as there are no guarantees in any form of marketing, knowing some basics and having inside knowledge of how the professionals have had success with it, can help you save a lot of money and dramatically improve your chances of success. Return on investment is what it is all about.

Effective marketing becomes self funding because of the impact on your bottom line. Gone are the days when business could see advertising as a tax write-off . Now adverting, and especially combined with the additional expense of video, needs to provide effective measurable results which not only improve your branding but actually bring new clients and make your business more money. The video production company is part of the overall solution.


One of the key take-aways of the eBook is that the video used has to fit the desired result. Many businesses make the mistake of thinking that any video will do as long as it promotes the company. This is very misguided as the vast majority of people simply do not care about your company or what you have to say.They are interested in what they can gain from using your companies products or services. So it is very important that the video not only speaks to the needs and wants of the viewer but that there is a call to action which gets potential buyers to follow through with some some sort of action which could be a purchase or simply some sort of activity that will begin communication between this person and your company. The belief that the video by just being a video is good enough is simply ridiculous. For marketing to be effective it must reach the right people and show those people why using your product or service is not only in their best interest but is in fact a no-brainer.
The belief that simply pumping out a message over and over will bring more sales, is as old as it is pointless. Effective marketing brings result.

The eBook is available for free by contacting Absolutely AV on info@abav.co.za

Saturday, 21 July 2018

What should social media video look like and can video production companies do it for me?

For most businesses social media marketing is something they would prefer to pass on to somebody else so social media video should be done by video production companies right?

It is not difficult to find statistics related to video and the impact that is has on the internet as well as its appeal to social media marketers. In the past it was good enough to post a single image like an info graphic or simply a pretty message like a quote of the day. While those days are not completely over they are close to it. Video has taken over due to it's attractiveness to the viewer. The problem is that video is way more difficult and way more expensive than a simple image. This is both a good and a bad thing. While many just see the cost and difficulty, others who are more advanced in things like SEO, see a way to stand out in their marketing. Video productions have certainly exploded across the web, and social media, but are still in the minority. That means that although there are more costs involved, now is the time to be ahead of the pack. There will come a time when it is expected to have video and the additional cost will not give your company any benefit over the competition. It will simply be required that you have a video included in your social media just to not be left behind.

So if your marketing budget is limited and you have been stuck on the path of low return on investment when it comes to social media engagement, what is the answer?
Some have turned to making short selfie style videos using their phones as a video camera. While this is not necessarily bad, it does have some problems. The first is that you have to put in the effort on a constant basis. Most small businesses cant be bothered to even post a message everyday, never mind a video production. With social media in general most small businesses have opted to use a social media management company at an affordable cost to keep them up to date with social media interaction. So the answer can be very much the same but using video. The problem is that many, if not most, social media management companies don't have the slightest idea about video. There are some rare examples of marketing companies who have this in the bag. One of those is a company called webspresso , who provide cost effective video for social media marketing in the same way you would have your normal  social media management handled.

So the big question is what does social media video look like?
Is it a full video production? Is it an info graphic sort of a thing? Is it expensive? How can I get video in my social media campaign and go back to focusing on my business?
The answer is pretty amazing.What social media video is, is a short attractive, cost effective way of getting a message across. In the same way that a picture was used to put a message across and keep you interacting with your client base, so social media videos are now doing the same.

So who is actually doing this video stuff? These are small creations by video production companies. They are wonderful little "finger food" style video productions put together by video production companies in Johannesburg and around the world. They are very short, very attractive, highly effective tools, which will soon completely replace info graphics and image posts.

Here is an example of a social media video put together using one of the fantastic templates created by video production companies as opposed to graphic designers.

There many types and varieties of videos that can be used for social media video productions. They can be as simple as logo animations to very short adverts like those you would see on TV.
Here is an example of a TV style advert which is also a template style but has a broadcast feel to it.

These little gems are the answer to most social media marketers woes. To find out more or to have some video clips made for your business contact one of the best video production companies in Johannesburg: Absolutely AV Video Productions. Call: +27 11 462 7816 or go to https://www.abav.co.za.

Saturday, 9 June 2018

Advertising With Video Production Companies in Johannesburg.

For all the types of on line marketing, there is the use of video to boost viewers and attract buyers. With the amount of on line marketing focusing on "free marketing" some have lost sight of the fact that paid for advertising still works.

While social media really does some amazing things to bring in an audience, advertising goes straight to it. The social media and other forms of on line marketing are essentially creating an audience of some kind. This audience is then targeted for sales. There are, however, a large section of your potential buyers/clients who will not become part of your audience. These people can simply be advertised to. It has been seen by many that advertising is "old school" and ineffective. This is not the case. If done wisely can be the most effective way of getting sales.

Sales projections by marketer showing return on investment by growth of sales from advertisng with video.

It is important to remember that it is the ROI (return on investment) that counts. If you spend $1000 on advertising and get $10 000 in sales with a profit margin of 20% Then your profit is $1000 after the advertising costs are factored in. If you spend three weeks doing a social media campaign which results in $10 000 sales your profit is $2 000 but you have to factor in time spent. If over the three weeks you spend 100 hours working on the campaign then the difference of $1 000 is at a rate of $10 per hour. Is it worth working for $10 an hour?

Although you may have paid out less money, the cost in time is important. This is where many people see the difference. Yes you will need the money to start off with, but the difference can be spectacular. There are many who sell on line products who see a 3 to 1 return (ROI). Places like Facebook have shown many on line sellers this kind of return. They invest around $30 000 in adverts and get $90 000 in sales. If you only have a profit margin of 20% then this will not work. That is because 20% of $90 000 is $18 000. So spending $30 000 on advertising means you lost $12 000 after doing all the sales. However many sales on line have an almost 100% profit margin because they are electronic products. These are things like training programs and information. They can be duplicated with no extra cost. The only thing used up is band width which is cheap for most people.

In this way, although going the free route could bring you sales, if you advertised instead you could focus on the sales. The ROI is lower but the time spent is less. It comes down to what you value most.
What is important is to keep in mind that advertising still works. What is also important is to keep in mind that there are production costs to be added to the advertising costs. Going the advertising route and not paying for an advert or commercial to be made is a bit strange. You are going the route of spending money, over that of time, so D.I.Y. is not the most brilliant choice. Advertising is more expensive so needs to be more effective. The quality of the commercial can affect the response rate to it. With all the money spent on the advertising, it makes sense to use a professional video production company to make the video. The cost factor is minimal in big advertising budgets. A good quality advert or commercial can cost as low as $1000 or $2000 if you find the right company. There are video production companies who charge over $10 000 and even $100 000 for a commercial but they are not needed in this case. Unless you are trying to launch a new soda drink into the market, these are an over-kill.

Staged set up for advert commercial by video production companies in Johannebsurg.

Most targeted advertising just need to be good, not the best. This is where most corporate video production companies come in. They may not be winning awards for their production work but that is not what matters. What matters is the quality of work they can supply. At this point it is also good to mention that a good voice over artist can go along way to making your video pop.
It is important to remember though, that video production companies are not marketing companies.

The marketing companies or online marketing companies come up with the concept for the advertising campaign and the video production companies create the advert. Some marketing companies even work out the best platform, and repetition rate etc, for the most effective use of the advert. The marketing company however ads more cost of investment. That means lower ROI. Or does it? If your advertising is not effective it may cost you more than you get back. Using a marketing company, can in many cases, not only improve your chances of being effective with your marketing campaign but can often help it not to be a total failure. Many people are working on the idea that all advertising campaigns are effective and its just about being the most effective.This is not always the case.Many advertising campaigns fall flat and have next to no return.This can result in all the advertising spend resulting in just about no return.That is just like throwing the money away.

Unless you don't have any money to invest in a proper marketing campaign it helps to get the experts in. At the same time it is also important to remember that even the experts get it wrong sometimes. There have been advertising companies who have got it spectacularly wrong at times. These campaigns have not only not resulted in more sales but have damaged the brand in the process. There are some well known soda commercials that come to mind. Some companies have even been boycotted after a marketing campaign. These spectacular failures by marketing companies are not the norm though. The marketing companies would not be in business for long if their campaigns were always failing.

Marketing on websites and social media marketing using video as the main marketing tool on all platforms.

So where to begin? First figure out how much you can spend and comfortably effort to lose without any return. Advertising. although not as addictive is still a gamble but in the case of business a very necessary one.
Then if your budget affords, chose a marketing and branding company. If that is not in the budget find the best video production company you can afford. If that is not in the budget, begin a campaign of prayer. If that doesn't suit you just go with wishful thinking. Jokes aside. Marketing is serious business and should have have the money spent on it.

If you seriously want to market your business you need to get over the idea that it is cheap and easy.
The most successful businesses have the best marketing campaigns. It's a simple as that. So you need to choose. Is it a risk worth taking? Only you can decide that.

Tuesday, 1 May 2018

Who Is Absolutely AV Video Productions?

Absolutely AV video productions is a corporate video production company in Johannesburg. Although most blog posts here are about the video industry or ways to use video, this article is purely about one video production company. While this may not be of much use to those seeking general information on video services, some people who are looking for video production companies in Johannesburg need to know more about the company.
Logo for Absolutely AV Video Productions
The information here might help those trying to understand how video production companies operate as it will show what services are available.
Often it is assumed that most people can tell one video production company from the other and what they are all about. As much as the Internet does offer a way of finding out a lot about a company, if it is not outright stated what the company is about, all you will find is opinions about a company.
These can be reviews or uninformed comments from an outsider looking in. Firstly most reviews are not a good way to base an opinion about anything because about 90%  of people who bother to do a review do it because they are upset about the company or service they used. Although if a company has many of these reviews it might be a good idea to avoid that company but in general reviews will be negative for almost all companies because of how reviews work. If every person was forced to do a review of services they received, most reviews would be positive.The reason is that most people keep using services and companies that they are happy with. The effort of doing a positive review for a company has no benefit for the consumer so unless some exceptional thing happened, most people wont bother, unless it went wrong so want some form of pay back. This makes reviews very skewed.
Video Production companies in GautengThat is why, although Absolutely AV has had no bad reviews at all, it does help to put information out about the company that is not skewed by perception.
For many customers of Absolutely AV, the service they receive way outstretches the price they pay for the service. This is not accidental but a concerted effort by Absolutely AV staff to show that the services, the company supplies, are not only worth the money but above and beyond what you would expect from other video companies.

The video industry, as big as it is, is still a very competitive one and so going the extra mile is an absolute necessity to show not only that we are different but that we are a good fit for your company.This means, not only providing fast efficient services but also helping customers with their project. Many video production companies try their best to define their role in a project to avoid being caught up in the extra work that is not paid for. Absolutely AV, while still careful to not get caught in an overindulgent project, tries to go out of their way to assist in areas that were not actually charged for.
Absolutely AV works towards completing the project by first assisting the client to understand what is needed to complete the video. These are often spoken about even before the quote is done but in many cases, a client is in a rush to get a quote and get working on the video. This results in areas of the project being a surprise to many newcomers to video marketing and other video projects.

These can range from script writing assistance to help with presentation. It is a common mistake for people to assume that because they are used to presenting to an audience, will be able to do the same in front of a camera. This new information often comes as a shock as the presenter gets a touch of stage fright. The presentation should essentially be the same off camera but what happens is that a subconscious fear of public speaking kicks in unexpectedly. This can be a hurdle that many , even experience presenters, can struggle with. This is one of the areas that Absolutely AV shows true brilliance. With decades of broadcast experience and presenter training under their belt, a hurdle of monumental proportions can be overcome with great ease. Not only is it easier for the presenter to be able to complete the task but the video also looks better and more professionally performed.
This final pro look is important for many who feel very self conscious about being in any form of recording.
Video Production Companies In JohannesburgIt is in these ways that Absolutely AV stands way above the other video production companies in Johannesburg, who often are so focused on the technical side that they miss the personal touch. Its not all about making the client feel that they got all the bells and whistles, but about having the client feel comfortable and assured of a good outcome. The trust placed on video production companies needs to be taken great care of.

Absolutely AV provides a range of video services and post production video services. These include title graphics, 2D or 3D animation, voice overs, script writing, moving camera operation and many on site extras such as release documentation. The documentation is also an area that is often neglected by many video production companies. Some are unaware of the importance of all contracts and release documentation, or are wilfully intent on bypassing this, difficult but vital, part of video production. It's all these additional unseen parts of the service that make Absolutely AV video productions a high quality yet affordable service for small and medium sized businesses to use for their on line marketing and training videos.

To find out more about Absolutely AV go to http://www.abav.co.za or simply www.abav.co.za .
Absolutely AV was established in 2003 and has provided a range of AV services from event video to event audio visual equipment and marketing videos. Absolutely AV specializes in online marketing videos for small business. For some examples of the videos made by Absolutely AV, check out the video below.

Wednesday, 25 April 2018

Voice overs for Corporate Video Productions and Broadcast Advertising

Its clear that voice artists are essential when it comes to corporate video productions but how does the pricing structure work and how do the voice over artists fit into the picture?
The voice artist is thought, by many newcomers, to be an employee of a sound company. In the very distant past the idea of a voice artist or even a musician being an employee was a normal thing. Many had reasonably good monthly salaries. This however changed many decades ago and there are very few full time employed voice artists. The vast majority of voice artists are either freelance voice actors or are employees for a different purpose and happen to be able to do voice overs so are used within the company that they already work in. Some voice work is even done by people who are not actually voice artists but as a result of budget constraints have to stand in as the voice artist.

Microphone used by voice recording studios for voice artists to do voice-overs.The pricing of voice overs have seemed to be almost random in many cases but there is a standard for voice work pricing. This is a pricing structure used by voice artist agencies to keep track of talent payments and to be able to offer their talent at fixed prices. This helps to make quotations for projects a bit easier because the numbers are pretty straight forward on a list of types of voice work. The only problem for many video production companies is that the pricing is very high. The cost for a voice over artist Johannesburg based has to include all the commissions and over heads of the voice talent agencies. That means that, although in the high end voice industry it keeps voice artists earning a good living, it also keeps it out of reach of the less expensive corporate video production companies.

In many cases the official fee for a voice artist is at a higher cost than the entire video production. This is especially the case in very lengthy video productions of more than ten minutes up to many hours. These lengths of voice recording are simply too expensive for them to be done by voice over artists. This is where most companies will make use of their own staff or professional trainers to do the voice overs. One of the biggest problems for many video productions is the residual fees that come after the recording is done. For professional voice artists, the need to pay additional fees is considered part of the pay structure. Even though no further recordings are done, more money needs to be paid, determined by the length of use. If the voice recording is only used for the allotted time frame, there are no more payments required. If however the company or marketing agency continues to use the voice over, whether in video format or voice for radio etc, there needs to be additional payments.
This can be a great frustration for both artist and marketing company.
Very young person with microphone depicting the inexperienced voice over artsits doing their own voice over recording.There are many cases where voice artists will discover their voices being used way beyond their allowed length of time and not receiving payment for it. This is where the voice talent agencies step in to try to recover the additional fees. The frustration for the marketing company is that they have to constantly readjust the costs for the production long after the production is completed. This means that there is never a sense of closure because, each time the voice recording is reused, there needs to be new payments.

There are however a few voice services emerging that offer something completely different. It stems from the idea of copyright free music. That is that, when you purchase copyright free music, you are able to reuse it indefinitely and for any project, except reselling the song in its entirety. This thinking has resulted in voice-overs being offered on an unlimited use bases. In many cases it is assumed that the voice recording is used on an unlimited basis anyway, only to find that more fees are needed.
This new style of voice over service allows video production companies in Johannesburg and small businesses to get on with their marketing without the worry of hidden fees appearing later-on down the road. It makes it a lot easier to calculate total production costs and when video production companies and their clients go their separate ways, no financial problems appear in the future.

This new arrangement however does mean that the voice artist will lose out on any additional money but it does increase the chances of making more money initially. This is because more video production companies are willing to take on the unlimited use voices, over the ones with residual fees.
The separation though is often in the amount of fame involved. An unknown voice artist cannot dictate higher fees like more well known voice artists and are also less likely to be used at all. This unlimited use gives the lesser known voice artist an edge over the more well known voice actors.
There are very few famous radio presenters or actors who will agree to unlimited use of their voice recordings. They realise that their voice is a commodity and know its value. They also know that voice quality does not last forever and eventually they will no longer be able to make money form their voices. So what ever money they can make they want, and any residual payments will help in the future.
This means that in general the unlimited voice usage will be for lesser known voices. These are not necessarily lower quality voices. They may simply be voices artists at the early stage of their career so may be good quality, just not well know yet. They may also be voice artists who did not follow the route of fame but are still very good at what they do.

Sound equipment in studio depicting sound editing of voice overs.What is a new emergence is voice artists who can provide their own recordings. In the past, it was considered the norm to have a recording studio booking that meant having a producer and sound engineer included for all video productions. These costs could easily double the price of the voice over. This can be eliminated by the voice artist recording themselves. These are however quite rare because the skills to be a sound engineer are required. If low quality cheap recordings are needed, then this is not a problem but if the voice recordings are to be used in corporate marketing or broadcast advertising, then the quality is very important and very few voice artists are able to provide this. The knowledge of microphones and their use along with the audio equipment and sound editing software are vital. There are many who think that simply using a free piece of downloaded audio software with a few lessons on YouTube can result in the same skills. This is a fools errand. The quality required for corporate video productions and broadcast are simply not going to be achieved this way. Mostly the chances are that the recordings will be poor and the editing even worse.Doing a voice recording is not the same as doing professional voice recordings.

The commercial production companies Johannesburg based will often only use voice artists through voice talent agencies, even though they cost more, to make sure the production is high quality. They will often also insist on a professional studio being used along with a skilled sound engineer. The reason is that these costs pale in comparison to the overall costs of the high end production and the costs involved with either online or broadcast advertising. The commercials you see on TV or on YouTube adverts can cost hundreds of thousands if not millions of dollars so the voice artist cost can be a drop in the bucket. This not the case though with many corporate videos.

High quality scenery captured by professional corporate video production companies.

Video production companies Pretoria based, and around the world have started using many online voice services like those who's voice artists are providing their own recordings. These vary from cheaper low quality services to very high end, fairly pricey, services but are great quality. The voice over industry is, at this point, a very mixed bag of established voice services and agencies and a spread of varying quality services. Be sure to get a sample of previous work before ordering any recordings. It is important to check both the voice quality and the recording quality. Ask for "dry" voice demos without music or effects which can hide low quality voice recordings. Corporate video productions need to maintain a level of quality so need the best quality voices they can get while keeping it all within budget.

Sunday, 22 April 2018

How To Use Social Media Video Effectively

It's easy enough to find statistics on how effective video is at increasing conversion rates, stats on the rate of growth of video use on all social media platforms, and the internet as a whole, but do you know how to use social media video effectively?

Cell phone showing social media

As with many new things, a lot of people like to dabble a bit. If they succeed they will continue, if they fail, they stop doing it. This is very much the case with social media video whether the video is done personally or by video production companies. The internet is littered with poorly executed social media video. It's as though the world wide web has become a dumping ground for bad video productions. While there is nothing wrong with giving it a go, social media video is a very unforgiving set up. The viewers have no problem ignoring your video or clicking away while watching it, to go see some other more interesting video. There is no sense of obligation or guilt on the part of the viewer to not hurt your feelings. If they are not interested in your video, you feel the cold shoulder of the masses.

So with a clear understanding that nobody owes you any favors in the world of online marketing and that it's a highly competitive market, let's get to how you can improve your chances of having your video seen and having it make a difference.

The two main differences you want from your video marketing online are traffic and SEO.
These are two separate but equally important parts of the effect of video in social media. They both take a long time to build up and both can change your business marketing forever.Let's begin with traffic.
At the end of the day, SEO or Search Engine Optimization is also about traffic. Although it is about being ranked high in a search engine, if that rank doesn't result in traffic, it is pretty meaningless.
Desk with collection of tools for planning a social media video marketing campaignIt is also important to know that the numbers showing traffic are not the same as traffic. This may be , on the surface, a bit odd. Isn't it all about the numbers? You want to see high numbers on your viewership right? Well not really. The numbers can be a good indication of an increase or decrease in viewership but it does nothing more than that. Unless you are trying to earn money on YouTube from Adsense, the numbers mean little. What you want is clicks on your website or action being taken by the viewer. This is where many video marketing campaigns go off track. The obsession with having the number of views go up can be self defeating .
Firstly, it is important to know that views can be bought. Let that sink in for a second. There are many videos on YouTube and other video platforms with tens of thousands and even hundreds of thousands of views that have barely even been watched by a handful of people. How is this possible? Its very simple. There are a range of services that offer "real" viewers at a super cheap price. The views are simply bought and the numbers show the growth in views. Many of these services include "subscribers" even "likes" and "dislikes" to make it look authentic. Many buyers are so convinced that they simply spend money on growing the number of views. A completely pointless exercise. If those views don't result in any gain for marketing, then what is the point? There needs to be some form of action after watching the video to make the video meaningful to your marketing.
It can be said though that buying your first few views can help with first impressions but it will not help in the long run. Many people will not watch a video with low viewer numbers. Like the people who will only stand in long queues because they think that other people wanting something is a reason for wanting it themselves, so viewers want to see what other viewers want to see. So starting off with a few bought views can't hurt but what matters is what happens after that. Do they actually keep watching your video? Do they interact with your video? Do they come back for more?

These are the things that really matter. It may seem daunting but it can be achieved. The first thing is to not try to be something you are not. Many would argue that being funny or controversial is the answer. As much as this does work in many cases, it may not work for you. It may not even benefit your business, even though the viewers may be flying in. Remember, effective video marketing has results. Measurable results. Also not all videos need to be super high end like those made by video production companies in Johannesburg. They should however not be unprofessional. Quality is still important.

So lets get to the meat and potatoes part of video marketing on social media. Now whether you are using a video production company or you are making them yourself, the same set of ideas apply.
They are Relevance, Targeted and Constancy.

Lets start with relevance. This not only applies to the content of the video but relevance to your business. Having a puppy video may bring in an audience but if you sell industrial equipment you are wasting your time. Your mission is not to provide entertainment. Your mission is to bring in a buying audience. You can be entertaining in the process but the focus is not entertainment. Try to find topics that interest your target market.

This brings us to the targeted part. Being targeted does not mean having a general coverage of a vaguely similar audience. A target is precise. The age, gender, social standing, industry, price bracket etc are critical bits of information about your market that can make or break your targeting of the correct audience. When your videos go out they need to appeal to that audience.

Then consistency comes in. You may have heard consistency thrown around in all fields but in social media marketing, this is hugely important. There are two reasons for this. The first is that it takes time for people to trust you and your message. Secondly it's because the audience you created will fall away if they come back to your channel only to find that your messages have stopped.This is where dabbling in social media can be a killer. All the work can end up with no results and, even worse, the sense of despondency will kill your eagerness to try again. Its better to do an average job consistently than have a random bit of greatness.

So how do you get started with your video marketing? Before you put something out there, it is important to cover some basic topics. Whether you use a corporate video production company or make your own videos with your cell phone, the rules are the same. They are image quality, sound quality and packaging. If you are not going to use a professional video production company then
Shot of Video camera as used by video production companies in Johannebsurg
these are very important. Most video production companies in Johannesburg have got these parts down so its a weight off your mind. If, however, you are doing it on your own then these are very important. It would take more than a few blogs to share that information but the basics would be: use light, more light and then some more light. Don't shoot in dark areas without experience. Make sure your audio is loud and clear. Not too loud that it distorts and not too soft that the audience will struggle to hear it. If you can, use a lavelier, or lapel, microphone to improve your voice recordings.
Make sure the video audio is mixed and leveled correctly. Turning up your speaker volume can create the illusion that your audio is fine. When it goes online you will discover the problem. Make sure its loud and clear compared to other audio like music etc.Also having too much graphics in the video can take away from the personal appeal. Having some basic short graphics like nice clean titles and logos can make the video look more professional but don't over do it.

Video being watched on mobile device.Now comes the choosing of the idea for your video. This although technically easier, can be the hardest part for most people. The problems is not just finding a good idea, its consistently finding a good idea. Remember its not just a once off. What can help is to find an idea and make it a theme for a bunch of videos. For example if you sell gardening tools, you could do a series on removing unwanted things in the garden. The first episode could be about weeds, the second about bugs, the third about chemicals etc. If you sold on-line products like training programs you could take tiny parts of the training and share them as teasers. If you owned an exhaust and tyre shop you could give out advice on car maintenance tips or insider secrets to keeping car performance at its best.As you can see the topics for the video productions are similar but not exactly like the product in many cases. The idea is to attract people with similar interests to your product/service you are are selling.

This way they don't feel like you are selling to them. They have a sense of knowing your brand, trusting your message and having a sense of reciprocity. They, when they finally need your product or service, would more likely chose yours over your competitor because they feel like they know and trust you. Once you get this right, like the shampoo bottle says "rinse and repeat".
Having an audience that likes what you are doing will bring in bigger and bigger audiences who will grow in trust and liking of your business.
Many video marketers make the mistake of turning their marketing into a money generating video service. This can be a big problem for many marketing campaigns. While it is nice to make a few extra dollars form your videos, the trust can be damaged. The amount of return from the sales through your business as a result of your video marketing can massively outweigh the small gains from money earned form adverts on your video. Even worse is that your competitors can end up advertising on your video. You bring the audience, they get the results. Your video marketing should be to bring in your audience, to direct them eventually to your business. Nothing more, nothing less.

Your videos can also have a big impact on your SEO. This means that your videos can help with your business ranking. While many video production companies can make great videos, what hey might not be experts in is the application of the videos. Many SEO experts will tell you that embedding and back-linking is key to SEO. The embedding is where your marketing videos, on places like YouTube, are embedded into your website. Then your YouTube video can have a back-link to your website. This works well for boosting SEO. It also helps for your audience to be able to find your videos.

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