<![CDATA[CORTRON Media, LLC - Director's Blog]]>Tue, 11 Jul 2017 02:40:07 -0400Weebly<![CDATA[WHY DOES VIDEO SELL?]]>Mon, 10 Jul 2017 18:30:42 GMThttp://cortronmedia.com/directors-blog/why-does-video-sellCortron Media Director's Blog
Through decades of changing technologies and the resulting shifts in the way companies market - from distributing sales information via U.S. Mail, to posting product information online and in social media, video has been a consistently effective marketing tool.

Why?

Perhaps the best way to answer that is to pose another question. As an entrepreneur or sales/marketing manager, do you feel that you can pretty much “sell” any qualified prospect you can get in front of? It obviously follows, that a well-produced video is the next best thing to meeting with every prospect, and the reasons are relatively simple.

Video not only provides a very controlled format to present product information, it is also a powerful way to chip away at a potential customer’s fear of the unknown.  

Basically, none of us wants to be “taken.” So, we look for signs that a company is legitimate, competent, and able to deliver what you need at the right price. A great looking video establishes that you are probably not a wannabe organization that is likely to go belly up before your order arrives. And video can let you express why your products or services are the best solutions to a personal or business need.

You can also stress your consistent track record in delivering all of the above by personalizing the producer/consumer relationship through photos of your people, facilities, and satisfied customers. The last point can’t be over-stated. Real life, happy customers, (not paid actors), who your prospects can readily identify with are one of the most powerful reasons to do business with you.

It is true that video has changed in format from bulky VHS and Super Beta tapes, to DVDs, and now to digital files posted in online “channels.” But the essence of letting prospects “see” you, your company, and what makes you a smart choice in the marketplace remains the same. So, tell your story with moving images, custom graphics, great narration, and the perfect music track.

And don’t forget, online video does some things even you can’t do. It doesn’t take a day off, never has an off day, and while you’re asleep it’s accessible, 24/7.

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<![CDATA[MARKETING WITH VIDEO IN THE DIGITAL AGE]]>Mon, 05 Jun 2017 17:29:10 GMThttp://cortronmedia.com/directors-blog/marketing-with-video-in-the-digital-ageThe Director's Blog
Good marketing videos used to be five to seven minutes long and cost $15,000 to $20,000. They were used as mail out, hand out marketing pieces recorded on VHS, then DVDs or mini discs. Later, videos began to be loaded on laptops for marketing reps to present in one-on- one meetings, or projected for group viewing.

Most of today’s marketing takes place on the web or mobile devices. Digital file handling is necessary to store HD video, so DVDs (other than Blu-ray), have given way to thumb drive storage for portability. While the laptop is still a useful sales tool, bigger screen smart phones are also effective.

But social media and web site marketing are often a prospective customer’s first exposure to who you
are and what you do. The basic rules for success in those formats is to keep it short, do it well, and lead the viewer to a call to action!


Keeping it short means a run time, (in most cases), of no more than two minutes. Think about it. When you are doing an Internet search for a product or service, you want to find what you need and, if necessary, compare vendors for the best price and quality. But you may only have minutes available to do that. So, the shorter the video, the better.

But marketing effectively and quickly, takes skill and talent. It is not the kind of challenge that most
amateurs can master in three tries using their iPad. That approach also doesn’t look and sound
professional. The odds are, you are going to come up short in the viewers comparison with a
competitive vendor.


If you do make the smart decision to produce your video with a professional, make sure that your
presentation’s closing call to action is tailored to how you deliver your product or service. Do you
operate a retail location? Provide a reason to buy NOW (sale, product availability), and guide viewers with directions to your location(s). Can shoppers purchase your goods online? Give them an incentive to do that NOW (free shipping, quick delivery options) and provide a direct “buy now” link to the transaction. Do you provide a service that requires fact finding on your part to tailor a selling approach? Then invite viewers to fill out and submit an online survey form. Whatever delivery style you offer, lead the viewer to start engaging with you right now!


How much should a professional video cost? A lot less than it used to. Today’s marketplace demands it and a competent production company should be able to employ content strategies that eliminate the
need to shoot new video for everything that you need to say. See our economical entrepreneur’s
package here
.

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<![CDATA[WHAT’S THE MOST POWERFUL FORMAT FOR A SOCIAL MEDIA POST?]]>Mon, 01 May 2017 20:18:06 GMThttp://cortronmedia.com/directors-blog/whats-the-most-powerful-format-for-a-social-media-postThe Director's Blog
Well, start by looking at your own Facebook newsfeed.  What draws your attention?  Is it photos of your high school classmates’ exceptional grandchildren, a weekly report on someone’s weight loss campaign, or another “inspiring historical quote” by a famous person, that meant so much to someone, you can’t remember adding to your friends list? Hardly.

But what is your response when you’re sifting through all the above and see a play arrow over an interesting frame of a video?  Is that something you’re more likely to look at, particularly if the video has a short run time?  And what if the video producer had a way to learn ahead of time that YOU would be interested in the topic, and, directed it specifically to your newsfeed?

Does all of this stir your interest?  If you’re a business owner, it should!  The impact of posting videos online is even more powerful considering  the size of your potential audience.

According to The World Population Clock, Earth’s population is 7.5 Billion people.  Out of that, according to Internet Live Stats, there are 3.6 Billion Internet users worldwide. More importantly for many individuals, social media platforms have become the standard of communicating with anyone they’re not speaking to directly.  Click here for eBizMBA's list of top fifteen most popular social networking websites based on global traffic from Alexa and SimilarWeb.

There’s a bonus in all of this, too.  A social media video posted on YouTube or Vimeo  can be viewed instantly via hotlink from, or embedded to, your web site.  And the video can serve as TV advertising or be projected from a laptop to introduce your public speaking appearances.

Finally, the video file can be used as an effective tool in email marketing (once again, embed a link back to a YouTube or Vimeo video, or, include a link as a simple attachment).

Video is a powerful tool that will make you stand out among all the social media chatter.  No photo of the clam linguine someone had for dinner last night will compete with full motion sights and sounds of a well-produced video.  And don’t forget to conclude your video with a clear (and profitable) call to action.

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<![CDATA[SEVEN QUICK AND COMPELLING REASONS TO DO A MARKETING VIDEO]]>Tue, 04 Apr 2017 19:29:10 GMThttp://cortronmedia.com/directors-blog/seven-quick-and-compelling-reasons-to-do-a-marketing-videoCortron Media Director's Blog
   
Some people remember best what they hear, others what they see, and            some by what they can reach out and touch.  Video comes closest to                communicating all three.


  • Having an effective marketing video produced for your site conveys that you are professional and well-established.
  • Most viewers readily click on a play arrow before reading a full page of tightly-spaced text.
  • Viewing even a short video keeps web visitors engaged six times longer on your website.
  • A clear, video call to action is a high percentage play in getting prospects to call, text, or email an inquiry, or visit a retail store.
  • Internet search engines heavily weigh having a  video that mirrors keyword text from a business website.  This boosts SEO (search engine optimization) and makes it far more likely you'll be found in online searches for the very services or products that you provide.
  • You can greatly increase your marketing impact by posting a video to your social media pages, and that's not hard to do.
  • Embedding a hot link to your marketing video in targeted emails is a simple but powerful networking strategy.

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<![CDATA[Why Not Make Your Own Business Video?]]>Wed, 01 Mar 2017 14:37:52 GMThttp://cortronmedia.com/directors-blog/whynotmake-your-own-business-videoDirector's Blog for Video Production
Now that HD quality cameras are included with the latest tablet devices and smart phones, doing your own marketing videos can sound like a smart idea. It is true that the technology upgrades to these devices are amazing.  However, you need more than technology to create a video that reflects the professionalism of your products and services - and that first impression is vital!

We’ve all had the experience of sitting at a traffic light while a contractor pulls up beside us in a work vehicle.  If their company truck or van has a decent paint job, is clean, and clearly displays the business name, phone, and a memorable tag line - that’s great advertising!  But what if you hear or smell the vehicle approaching before making eye contact?  If it is rusted, has a muffler dangling, and, the operator’s tattooed arm menacingly flicks cigarette ashes toward the child in your passenger seat, are you going to scramble to jot down the web address?

Similarly, if your home-made video starts with you resettling into your seat after leaning forward to press an iPad record button, you’re off to a bad start.  If your “hello” sounds like you are recording in a tin can, the busy pattern on your outfit jitters in video playback, and sunlight streaming into your “studio” makes it hard for viewers to tell whether you’re twenty-nine or ninety,  the content of your message won’t matter.

But maybe you think you can’t afford to hire a professional production company.  That may be true.  But if you find one that’s mastered important cost-saving techniques like offering in-house narration and creative services, and employs of stock photos and video footage whenever possible, you’re in for a pleasant surprise.

Look for a company that includes a good number of non-profits in their client mix.  Most .orgs are chronically under-funded, but they still have important messages to tell.  The right production company knows how to do that in a professional way, without breaking a modest budget.

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