8 Ways to Increase Conversion Ratios with Video

#1 Use frequently in Social Media- How To's are a great way to keep in touch with prospective clients. Give them real golden nuggets they can use that have real value in a quick, concise manor. Many of our clients have found that a new weekly video has not only gotten them higher conversion rates, but have increased client loyalty and even saved money in their Tech Support departments as their clients become more knowledgeable through their weekly training videos.

#2  Insert a Lead Capture Form- I know it sounds cheesy, but in many cases works. That's what your video production should be all about is what works. Don't let the artists in your video company make art overrule making money. Wistia offers a feature called a Turnstile so you can pop a lead capture form anywhere in your video. It's worth the argument with your video company.

When Wistia analyzed over 15k videos with turnstiles they found that videos that had turnstiles placed in the first 10-20% of the video had the highest conversion rates, (roughly 38-43%) with 20% conversion rate at the 70 mark and 15% at the 90 mark. When the video completes, the percentage drops by 80%. You can either contact elleven group at www.ellevengroup.com or DIY at Wistia.com

#3 Keep it short and entertaining, especially if it is the first one your prospect sees. In our fast-paced world where we watch over 4 Billion videos a day on YouTube you have to compete for time with awesome content, value or entertainment in as short an amount of time as possible. It is better to have a viewer go back and watch a part over again or click on the next video than to become bored with the content altogether.

#4 Use a custom thumbnail- A smiling human face or really interesting pic will do the trick. Smiles are internationally recognized as being inviting and disarming. Have you ever seen a Residential Realtor's business card without their smile mug plastered on it? It's there because it has been tested and it works. Even if they are goofy looking the branding company or photographer should be able to work with it. Yes, some people would rather do business with goofy looking people because they sympathize with them, feel they would be honest and would work harder for their business.

#5 Frontload your videos so the viewer gets the most information possible. If you struggle with this you can always go back to the old saying, "Tell them what you are going to tell them, tell them" CUT THERE! (and insert a call to action)

#6 Instill Trust Immediately- It is still hard to beat the CEO of a company on a homepage. Approaching the viewer in a trustworthy pose getting them to emotionally buy in. Take ownership of problems and give them a personal touch. Then they can view more info once they have bought in. Many companies have reported this alone has increased conversion rates by up to 80%. We have seen it do better than that when it is done right. Here is a Dominos Pizza President J. Patrick Doyle  taking responsibity for actions https://www.youtube.com/watch?v=AH5R56jILag within the company. Do you see the impact?

#7 Words of warning- Clients love to hear where the landmines are in the industry. You gain credibility and gain that patriarchal role very quickly.

#8 Share your video EVERYWHERE you can. Especially with Google using word recognition software to SEO your video you should leverage your video production as much as possible. People nowadays would rather watch a 2 minute video than read a 4 page report...So give them what they want and let them buy from you.

Reference sources:
Dominos Pizza President J. Patrick Doyle
Wistia website, Margot Twitter comments
https://wistia.com/doc/turnstile#add_turnstile_to_your_video

Does a Non Profit Need a Model Release?

I could start by telling one of many stories where someone did something stupid and got in trouble, or a touching story about how a video more than quadrupled a non profits donations, but that's not the speed of the internet. You want the nitty gritty and you want it now. So here goes.

First off, if you are publishing a photo/video for educational or informational purposes the general rule is that you DO NOT need a model release. When use changes to commercial purposes, you do. Just like any law there are some gray areas for what I am talking about here. That is why you don't see a lot of definitive writing about it. But if you stick to those guidelines in general it will keep you out of trouble.

Second, if they tell you not to film them, don't. Even if you have a great shot or footage of them, cut your losses. Believe me, it's worth it. You and the company you shoot for will be glad you did.

Third, if they say you can use their footage in writing, you can. It is obviously better to have the full release form signed.... but if you get an email or text message from them stating that you have permission then you should be just fine. It is few and far between when someone sues the little production company that can't pay out a lot. They usually go after the bigger pockets.

Fourth, claiming the first amendment you can shoot in public places. Do not let your camera linger on one person or event such as a wedding or you will probably get the cops called on you whether you have good intentions or not. Especially not a kid no matter what craziness they are up to. If there is a crime scene you can film public servants such as police officers and fire fighters but do not focus straight on attention to grieving or injured people. Be compassionate of what they are experiencing and get glancing or off-angle shots more behind them then beside or in front of them.

Fifth, it is best practice to announce they are being filmed at functions or fundraisers. Anyone not wishing to be filmed will then either mention they do not want to filmed or stay out of your way.

Best of luck to you in your filming and non profit projects. Please feel free to contact me with any questions. This blog is meant for entertainment purposes. One should first contact an Attorney for interpretation of laws or before proceeding with said activities. Thank you to Kivi Leroux Miller for some of the content of this article.

Diagnosed- Diagnosed the TV Show has been announced to air this November. I am Samuel Sadler Creator of Diagnosed the TV Show. I wanted to personally write this blog entry as this project is so dear to my heart. We are using our production company ADHD Creative to film this life changing show. The show will follow people from the time they are diagnosed with cancer through the entire battle in a real and unscripted format. 

The show will help the cast members with their needs. They may have no way of paying medical bills, they may want to see snow for the first time, meet a celebrity or they may just want to be normal for a little while. We can help them make their dreams come true with the help of our sponsors and hero contributors. We set up channels for contributors to donate to a specific cast member so this show will be more intimate than the world is used to and people will know who their money is helping.    

On August 1st 2014 we opened up The official Diagnosed TV Show Facebook page to a limited number of friends and then to the public August 8th. We launched the official Diagnosed TV Show Twitter account @DiagnosedTV August 1st as well. We are now in the casting call stage and are accepting applications for cast members. Anyone having been diagnosed with cancer is encouraged to apply. We recommend videos accompany the entries. 

We understand we cannot help everyone that cancer affects, but we can change the lives of a number of them. Our focus is not to cure cancer, but to improve the lives of some of those that have been diagnosed. We want to encourage them and many others in their fight against cancer. 

This is a very personal and emotional project for us. Please accept my personal invitation to you to join us in this amazing cause and change the lives of many forever. They just might change yours. 

Please visit www.diagnosed.tv for more information and find us on Facebook or Twitter. We appreciate the outpouring of support that has come in this first week and look forward to working with you all in this amazing project. Please contact us if you would like to be involved in any way. There is need for help in almost every aspect of the project.  

   

Diozati Construction Group has a new name, a new look, new officers and a new Agency of Record. Diozati Construction Group in Corinth, Denton County Texas is has changed things up. No more of the South Florida Sunshine Renovations, having moved to the Denton area some 7 years ago General Partner and 51% owner of the company mentioned, "We moved here from Boca Raton, FL and have loved being here. We love the people and the eclectic culture Denton offers. We thought it was time for a change and needed a brand that said who we are, not where we used to live. Diozati was the perfect brand for us and it fits like a high performance sports car. I like how sports cars fit better than gloves." 

Don't let the "General Partner" title fool you. Jerri Sadler runs Diozati Construction Group. She is not the average little blonde with a Cosmetology License. She runs the company with a passion for style and excellence. "Every project we do is like a sculpture. They all have something beautiful inside, the artist simply has to chisel away the extra stone." 

Diozati Construction Group services include roofing, General Contracting, concrete, stone, painting, gutters...anything you would need to repair or update a home. Diozati prides themselves on working within almost any budget making them very popular among Realtors, Home Inspectors, Real Estate Investors and other industry professionals. The attribute Realtors reportedly like the best is the speed Diozati is able to complete a project to meet a closing deadline or to get a house on the market quickly under budget. 

When  it came to choosing an Agency of Record Diozati chose the elleven marketing group who developed their new name and look and Diozati is putting the word out that they mean business. 

There are two very impressive new programs Diozati has launched. First is the english program to teach all their employees and subcontractors english. "Some of our people will not stay as long because once they learn english they are worth more money and they will go to other companies. The ones that do stay will be more loyal than ever. Besides, it's the right thing to do. They are more confident now. Although we always have someone on the job that speaks english for our client's convenience, soon almost everyone will be able to communicate better with the client." says Mrs. Sadler. They welcome any volunteers to help with the program.       

The second program is the water test. Diozati will water test every roof before they leave the project. they say, "It only makes sense to be sure something works before leaving the client's property. It is better for us to leave with the peace of mind it is done correctly and won't leak." They are reportedly the only residential roofing contractor to do either one of these practices. I don't think they are just another Denton roofer. I think they are a Denton roofer with style.         

Find out more about Diotati Construction Group at their website here or www.diozati.com or find them on Facebook here or https://www.facebook.com/diozati or at the Denton Chamber of Commerce. 

  

How To Get On diy network

There are a few ways to get on a major network such as diy network as our clients can tell you. Almost all our clients have been on major TV networks. There are very few marketing credentials that rival being featured on network television so here are a few roads you can take to get there.  

First- You can go to a link in the capacity of a guest on demand. This means that the network will request certain people, companies or projects like a casting call. Editors, Writers and Journalists of many types and mediums request guests or subjects as well so make sure you ask your agency of record to make you aware of any opportunities that come up as the credibility coming from such activities is great. You can click here to see what diy network is currently looking for.  

Second- Create your own show and get it on a network. There are a lot of ways to accomplish this. You want to start with a production company that will help you get the proper documents in place to protect you and then get you with the correct people that can make your vision a reality. The production company can help you with a show treatment, pilot, teaser, sponsors, etc. Even if they are not the right people to take you there, most will at least point you in the right direction. 

Third- Advertise on an existing show- This can be very effective as the talent typically endorses you and you are in good position with the viewers. If you take this route, make sure you get a clip with the talent reviewing your product/service. This is a great bang for your buck when it comes to marketing dollars. Your marketing agency of record will be able to turn that into gold. For example, elleven marketing group currently handles advertising on diy network, BIZTV and all other sponsorship opportunities for SIRETV or "Success In Real Estate TV", a show directed toward those wanting to buy homes for tens of thousands of dollars less that retail. Many of the viewers are Real Estate Investors. Click here to visit the elleven marketing group website. 

Fourth- Buy Airtime- Enough said. Make sure you see a "cost per ten thousand" (viewers) and/or a media packet for the show and/or time slot on the network. This will dictate to a certain extent how much your air time costs. Try to advertise during a show that not only has a similar target audience you have, but one that also shares your philosophy, ethics, ideals and possibly niche markets such as real estate investing, small business, etc... 

Fifth- Do something so ground-breaking, amazing or creative it warrants being featured on a TV show. Once you have done this Producers may contact you or you can contact the Producer of the show to see if they are interested in what you have done. 

Keep in mind on many shows the Producers may be looking not only for content, but for value you can bring or offer the show and/or it's viewers. If the show can profit from having you on your chances of getting what you want rise accordingly. 

Five Essential Video Types For Any Business

Although there are many types of videos your company needs from time to time depending on market conditions, corporate mistakes, product launches, competitive slander, etc... there are five main video types every company should have. Text is not enough. Never assume your clients are reading everything you put in front of them. They are much more likely to watch a video than read 5 pages of the same information. Over 6 billion hours of video are watched each month in 61 languages on Youtube alone. Video is the preferred communication medium of your clientele. Contact elleven group if you need help with your corporate video. 

Introduction Video

This is where you, the CEO connect to the marketplace. This is where your brand is communicated to the marketplace. Prospective buyers can buy into you and connect with you on a more personal level. Be real and not artificial. Less takes is better as this should be coming from your heart. Don't be fake. Viewers will pick up on it. Express the passion and spirit of who you are and what you stand for. Be real, but professional. The quality of your production should balance imperfections or casual expression.  

Demo Videos

So, now what does this thing do and how? Answer those two questions and you have accomplished the bulk of the goal. These videos are both sales tools and can save you money on customer service and tech support if done correctly. They tell the story of what the product or service really does and how to use it. These videos need to be as technical as your target audience is. If 90% of your target audience is advanced they will be bored with a demo that isn't.  

Video Reviews or Testimonial Videos

Crucial. Anyone can write fake reviews and put them on a website and they have for years. Video is much more believable and impactful as they buy into those individuals on a personal and credible level. If these are done correctly, the client will be happy to share it with others and will probably get you some good referrals. Be careful with video they do themselves or that your sales staff shoots. Take the time to make them look good and it will come back around.    

Educational Videos

Although there are many that will read this blog, there are more that would watch it. Video helps to teach and internalize information and is one of the highest forms of communication available. These educational videos should go out every two weeks to every month depending on your business type and interactivity level with your marketplace. They can be both free and subscription based. If used as a lead generator they should initially be kept around the two-minute mark. Once they have viewed the initial one, they will watch longer videos as you have proven you are worth their time.    

Humor or Entertaining Videos

The highly debated humorous marketing videos... I am for them if they are done in a way that allows the viewer to find a connection between the humor and the product or service being offered. The dangers are to either be so entertaining they remember the entertainment and not the brand, or they are entertained at the cost of the brand. This means they laughed, etc. but it hurt the brand. As to avoid bias I will post an example we did not create for a good one. Although elleven marketing group and ADHD Creative are the best at this. 

Link: Doritos

   

Super Storm Restoration Unveils New Logo

Super Storm Restoration is unveiling their new logo today. The official press release can be viewed here. The new logo and brand are expected to change the Iowa roofing market forever. elleven group CEO Samuel Sadler personally built the entire brand for BlockO Services long-time fixture of Clive, IA. BlockO Services also owns Elegant Roofing, another brand built by Sadler which is expected to unveil that logo late second quarter this year. 

CEO Chandler Steffy of Super Storm Restoration comments, "elleven group took who I am as a person and what I believe in business and put it together in a brand. The brand embosses on Central Iowa who we are as a company and what we do. It is a brand that challenges us to be better and above average. To bring something to the community it has never seen before."

The Des Moines area has it's share of roofing contractors, but they do not have the technology and knowledge concerning roof storm damage that Super Storm Restoration does. Super Storm Restoration doesn't only serve those that will search for Des Moines roof damage or Clive roof damage or Iowa hail damage, but around 80% of homeowners they help are not even aware of their Des Moines or Clive hail damage. Elegant Roofing, is also owned by BlockO Services. Elegant Roofing services the "retail" needs of Des Moines and Clive, or Central Iowa if you will. Retail meaning the non-storm related roofing needs of homeowners. 

Super Storm Restoration will be launching their new website before third quarter this year. The web address is www.superstormrestoration.com. The site will have educational consumer videos and supporting documentation homeowners will need for their insurance claims along with many other tools homeowners can use. We are looking forward to watching the face of the industry change with more credible companies like Super Storm Restoration.