How Do I Create Impressionable Web Videos?


It would be easy to start this discussion with some persuasive statistics about click-thru rates and impressions, conclusive evidence of the power behind marketing videos, perhaps some proof-in-the-pudding testimonies for further convincing. But I decided against that. You already know about the power of video.

The truth is you already happily watch “web videos” everyday on the internet—from the informative and educational, to the humorous and absurd. Yet you’re still not convinced that adding a first-impression video, for example, to your website’s homepage will do you any good. And for good reason. How many utterly boring and valueless videos have you been exposed to just this month? At least an unhappy handful. And why would you want to birth another one into existence? No talking heads to represent my business!

But here’s the rub. There’s something valuable about web videos that creates real opportunity. Instinctively you know this. And yes, it is even statistically proven. But what is it? Why do customers flock to video? And what makes them buy? Of course it’s only the final question that matters. And the answer is simple: memorable impressions.

With the accessibility of cheap video equipment and editing software, many “video producers” have emerged in recent years promising affordable marketing videos for your website and promotional goals. But equipment and software don’t make impressionable videos. People do. Vision does. Collaboration does. Storytelling does.

Here is what it takes to create a memorable impression with your web video:

  1. Original ideas. Seems obvious right? Yet this is the one thing—and the most important thing—that Acme Video Productions will rarely provide you. Why? Because they specialize in cookie-cutter moviemaking that lacks substance and abhors research and collaboration.
  2. Studio-quality production. There’s nothing worse than listening to someone in a welcome video speaking as though they’re inside a giant conch shell, or staring spellbound at a video title screen that never goes away…did I hit “play”?
  3. Branding and Storytelling. Tired of gaping slack-jawed at an endless procession of office hallways and smiling faces? Or happy celebrants hoisting martinis? What does that tell you about a company? Besides their ability to bore you—absolutely nothing.
  4. Partners you can trust. Your video production team should own more than a video camera. Make sure you ask about how they work. What are their processes? How will your video and market segments be researched? How specifically will your brand message be conveyed?

To conclude, if you are happy only saying your website has a video, then that’s exactly what you should shop for—a video. But if you believe in setting yourself apart authentically, then shop for something else. Shop for a collaborator. Shop for a media company that engages YOU. How else will your videos engage your customers and leave a memorable impression?



Brand Self-Awareness: Becoming Conscious

Brand Identity
Show Them Who You Are

This week we’re meeting with a new consulting company to listen to some of their marketing dilemmas. They’re excited about a tremendous opportunity with a multi-national manufacturer. Yet despite their impressive backgrounds and early success, the company needs help. They need help organizing their business process and translating their service offerings into tangible, easy-to-understand documentation. They need a way to reach new clients and to present their solutions simply, cohesively, and with memorable impact. Of course, as they’ve come to realize, such feats are not easy to accomplish on their own.

The failure with marketing communications most often occurs when companies fail to develop their brand strategy. An effective business process is not enough to win over new prospects. A company must be able to effectively communicate their basic value propositions and their unique way of doing business. They must, in effect, become “self-aware.”

Corporate Identity

A corporate identity that is “self aware” starts with identifying a company’s core values. This step is often glossed over by ambitious upstarts. “We already know who we are” is the common thinking here. Yet the overuse of stock images and photography is a clear example that companies don’t know who they are. Everyone thinks their company can succeed if they’d just be given the chance. Below are three requirements for building a brand strategy that invests in more than just wishful thinking…

1)    Identity your core values and what differentiates you from your competition.

2)    Communicate your basic value propositions through high-quality imagery, photography, and messaging.

3)    Breathe life into your corporate identity with an integrated online and offline marketing strategy.

In order to build a foundation for you company’s brand, start with the cement. Invest in a marketing partner that can help you envision, create, and reach new opportunities. Invest in the dream of creating the best firm or company in your industry or market niche. Isn’t that why you’re in business in the first place? Of course it is. Yet we cannot do it alone. We need the strategic and tactical help of partners similarly invested in our success.

Messina Marketing Group