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Is Online Video the Future of B2B Content Marketing?

If a picture is worth a thousand words, a video must be worth a million. Well, it’s technically worth 1.8 million words if you follow the formula used by Dr. James McQuivey in the Forrester study How Video Will Take Over the World. Dr. McQuivey came to this conclusion based on the notion that video shoots at 30 single-image frames per second and a typical explainer video is 60 seconds. Therefore, 30 times 1,000 times 60 equals 1.8 million. In this post, we’re going to take a closer look at the growing trend of video-based content marketing and reveal why every business owner and entrepreneur should use it.

79% of Online Traffic Will Be Video
According to a recent Cisco Visual Networking Index (VNI) study, video-related Internet traffic will increase from 66% to 79% by 2018. That’s certainly a bold prediction to make, but experts say it could happen. As smartphones and tablets get used more for mobile video marketing and content viewing, and Internet connections become faster, users can access online video with greater ease. No longer are users forced to endure slow-loading videos, making this a preferable form of media when compared to static images and text.
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Ready for Your Close-Up?
5 key success factors for B-to-B online video marketing

By Wayne Wall, Flimp Media, Inc.

During the first 20 years of the Web, content presentation was focused on text and graphics.

Today, however, video is the fastest-growing content segment of the Internet. Online video has become an immovable part of the direct marketing industry. According to the "2014 Online Video Marketing Survey and Trends Report," published by Flimp Media and the Web Video Marketing Council, 93 percent of marketing professionals are using online video as part of their marketing mix and 82 percent of marketers feel that video marketing has had a positive impact on their business.

This makes sense when you consider that more than 75 percent of U.S. adults watch online video on a regular basis. According to James McQuivey at Forrester Research, one minute of video content has the same value as 1.8 million written words. That’s roughly 3,600 web pages! There is no doubt that the next generation of web marketing will be video-heavy and will be interactive. User interaction will be as much a part of the video marketing experience as the content itself.

With this in mind, here are five key factors that B-to-B marketers need to consider when incorporating online video into their direct marketing strategies, whether it be for inbound website and SEO marketing or for outbound email and mobile video marketing for lead generation.

1. Use High-Quality, Engaging Video Content

It’s surprising to see how much bad video content is being deployed by B-to-B companies on websites and in outbound email marketing to drive prospect engagement. Dispel the notion that any video content is better than no video at all. You only have five to eight seconds to make an impression and keep viewers engaged, and your entire video should generally not exceed two minutes in length.

Please, if you are serious about generating positive results, don’t use audio PowerPoint videos (Slidesharks), low-cost or free animation videos (Powtoon, Animoto, Wideo), or user-generated webcam and smartphone videos. These will make an impression, but probably not the one you want to project for your company.

Video production costs have come down dramatically in the past few years, so there is no excuse to cut costs or scrape the bottom of the barrel when it comes to your video content and messaging. Use a professional.

Here are a few more tips to grab your viewer’s attention:

  • Make sure your marketing videos speak to your audience. You want to relate to their pain points, needs and objectives, not yours.
  • Use storytelling whenever possible. This is a powerful way to get your message to the viewer, especially with well-produced testimonials and animated motion graphics.
  • Get straight to the point so the viewer becomes quickly engaged and isn’t trying to figure out the purpose of the video. If possible, open with a compelling message.

2. Create Interactive Multimedia Content

A standalone video is limiting, both in terms of driving the viewer to take action and in terms of the engagement and response tracking data that can be generated. Unfortunately, making the video itself interactive can be costly, time-consuming and limiting, in terms of hosting and player options.

A better tactic—especially with outbound email marketing—is to create branded, interactive video microsites, landing pages or video brochures with built-in tracking and unique URLs that enable the viewer to watch your video, then take appropriate response actions as needed. Just posting video content on YouTube won’t generate many quality leads for B-to-B companies. You need to provide context and an ability to take action at different levels.

This is especially true when it comes to video email marketing. Since most video won’t play within an email, viewers are often redirected to YouTube, a web page or a standalone video player. This can be a mistake, because either you are limiting the viewer’s follow-up options or you are distracting them with other, irrelevant content. It’s better to provide a squeeze page-type of branded experience that will make an impression, enable clear follow-up actions and increase the amount of engagement and response data you can collect.

The good news is new video and content marketing capabilities are integrated with most email and marketing automation platforms. This makes it very easy and inexpensive to create, distribute and track video microsites and video brochures for B-to-B lead generation.

3. Use Flexible, Personalized 1-to-1 Distribution

In a one-to-many mass email scenario, marketers send out thousands of emails using email service providers and marketing automation tools. This may be effective for consumer marketing, but has diminishing returns when it comes to engaging prospects with video for B-to-B lead generation.

Not only do a large percentage of these graphic email messages get blocked or flagged by corporate spam filters, most B-to-B prospects don’t respond well to impersonal email marketing messages and triggered marketing follow-up messages. Further, as spam software becomes more sophisticated, it becomes much more difficult to reach the inbox with mass email sends. It’s better to directly send thoughtful, personalized messages with linked video and multimedia content that has built-in tracking and reporting by email address.

4. Use Real-Time Engagement and Tracking

When using video marketing for B-to-B lead generation, it is essential to give salespeople instant access to tracking and reporting data from an outbound video email message or campaign. That’s because the goal of any good B-to-B direct marketing effort is to increase the likelihood of sales engagement with a qualified prospect.

Using dynamic content, like video and video brochures, together with personalized messaging and one-to-one distribution, will help drive higher prospect engagement rates. But that is only useful if tracking intelligence is provided to the appropriate salesperson in real time to improve follow-up response times.

Even back in 2009, MIT found follow-up response times are critical to new prospect engagement. According to the study, "The odds of qualifying a lead in five minutes vs. 30 minutes drop 21 times. And from five minutes to 10 minutes, the dial-to-qualify odds decrease four times." This means you realistically have less than 30 minutes after a prospect interacts with your video marketing message to reach out to get them on the phone.

The problem with most one-to-many email and marketing automation programs is that engaged lead information does not make its way to the appropriate salesperson or customer serviceperson for follow up until it is too late. And when it does, often the salesperson doesn’t respond quickly enough to generate results.

5. Use HTML5 Video and Mobile-Responsive Content

Finally, if you are going to use video for B-to-B marketing, make sure your videos and interactive multimedia content render properly on mobile devices, tablets and the most common browsers, including Internet Explorer, Chrome, Firefox and Safari. In general, you should be using a universal video format, like MP4, that is compatible with HTML5. Adobe Flash once was a desirable video format, but now it is obsolete for marketing because it will not render on many handheld devices—specifically the iPhone and iPad.

Making your video accessible so it can be viewed on any device or browser increases the likelihood of engagement and of generating positive marketing results. This means your videos must be formatted so they play automatically and will adjust to various bandwidth levels for better quality viewing. Almost all computers and mobile devices in use today are compatible with the MP4 video format.

Mainstream adoption of Internet video has already occurred. David Hallerman, a senior analyst at eMarketer, believes more than any other marketing format, video and rich media have the potential to change the rules of the game for the direct marketers. As new broadband and mobile-based digital media technologies make web video available to even larger audiences, they will provide a conduit for ever richer, more engaging, interactive direct video marketing experiences.

Wayne Wall

Author: Wayne Wall

Wayne Wall is CEO of Flimp Media Video Solutions. He can be reached at wwall@flimp.net.

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Choosing the Right Style and Design for Your Marketing Videos

Every day, I get to play “video matchmaker,” helping customers choose the best style and design for their marketing videos. As a video producer and project manager, I never try to hide the fact that diving head first into the video production process can be rather daunting at times. No two videos are the same and the number of moving pieces and variables that go into the video production process are considerable.

This is one of the reasons it is critical to invest adequate time early on to really match up the messaging and the marketing video style elements during the pre-production development stage. Video pre-production primarily deals with creating synergy between the two most important elements of your video; the content messaging and the video style or design (i.e. the visual impression). If you’ve ever worked with me on a video project, you may have heard me slip in my tried-and-true math analogy:

“In order for the style and messaging to align, you need to get the first step right before you move onto the next step in order to solve the equation.”

With this in mind, the type and style of video you choose, and how that style meshes with your company brand, is probably the most important choice you have to make. The easiest way to do this is to look at a lot of different styles of videos that may have a similar messaging objective as yours. When I consult with a client, often times one of the first questions I’ll ask is if there are any existing videos that appeal to them in terms of overall style. These videos can reside anywhere, including our client video galleries or even a competitor’s website. Typically, a video will utilize one or more of the following styles:

Animated Explainer Videos
Animated explainer videos and motion graphic videos have become a very popular marketing video style. Motion graphic and animated videos are great for companies who want to package their message in a clear and engaging presentation. This marketing video style is great for simplifying a message, as well as educating your audience about products, services or concepts. See the example below or visit our animated video production gallery.

Live Action/On Location
Producing a Live Action/On Location online marketing video is great way to give your video a personal touch. This style of video typically features footage of real people, such as individuals within your organization or actors, to clearly and effectively convey a message to your audience. Live action/on location marketing videos can take the form a more traditional television spot or an interview-style piece that may feature additional footage of your product or location.

Realistic/Stock Image
Realistic/stock image videos utilize existing photos or videos to create a polished and professional piece. This style of video is often used on it’s own as a means to create cost-effective employee communications and training videos. In other scenarios, it is combined with the motion graphic/animated video style to create an overview piece more serious in tone.

Once you’ve identified one, two or three videos that appeal to you, it’s not hard to determine what style category they fall under. Some good questions to ask when viewing B2B marketing videos in any category are:

-         What appeals to me in terms of the video’s style?
-         What is the pacing like? Does the video flow or is it punchier with its delivery?
-         What does the voice over or acting talent sound like?
-         What don’t I like about this video?
-         Does this video’s style align with my product or company branding?

It’s also important to mention that any of the above video styles can overlap, meaning you might want a motion graphic video that utilizes stock imagery or an animated video that incorporates an on-location shoot. All are viable options and a video specialist, such as myself, will help you determine what style will be the best fit for project goals and budget.

Speaking of budget, take a look at my previous post “Explainer Video Pricing & Process Guide” to get a good sense of what to expect on that front..

Producing quality video content is very much within reach—you just need to know where to start!

Jesse Albro is a Digital Project Manger at Flimp Media. His video expertise stems from having worked on several productions, including those for Emmy Award winning filmmakers.  He currently heads up Flimp West in Denver, CO with his rescue dog Zooby and enjoys spending weekends exploring the great outdoors in his Jeep.

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Video Analytics: Going Beyond Video Production

Flimp Media tracks video analytics for viewer engagement and other analytics to learn how well the video was received.

video analytics

Here at Flimp Media, we are more than a marketing video production company. We also collect actionable video analytics to help customers learn about the successes of their online videos, and also develop an effective marketing strategy to increase viewer engagement in future video marketing campaigns.

Actionable Viewer Tracking

Actionable viewer tracking is a method for collecting comprehensive video viewer engagement and response information based on an individual email address or identifier. The data collected using this method is important for determining the success of a video marketing campaign. This includes learning about how audiences are interacting with their content and learning the best way to maximize the impact of the video.

The data that we collect with our HTML5 multimedia platform is useful for decision making information. Some of the data that is collected includes total engagement, length of time the video was watched, video starts, number of times the video was watched to completion, calls to action clicked, video shares, social media sharing activity, and type of device the video was viewed on. These key metrics only scratch the surface of what the Flimp5 platform can do.

Video Content Tracking

Video content tracking is very important for learning about the kind of audience and how they are engaging with your marketing videos. Our tracking methods include real time reporting alerts sent by email so that a sales and/or marketing department can make quick decisions about their video marketing content. We also provide a wide array of viewership information so that executives can identify several key measurement factors used to learn about the success of their video marketing campaign.

The vast majority of marketing professionals and executives believe that the ability to better understand the impact of their online marketing strategies is one of their top priorities. Specifically, with video marketing content, we have developed several solutions to make this priority feasible.

We also provide many video services for B2B companies. We not only help to develop ideas and concepts for marketing videos, but we also produce videos for corporate marketing and enterprise communications purposes. However, one of our greatest assets lies in the video analytics and data gathering capabilities of the marketing videos we develop and produce using our HTML5 multimedia platform, Flimp5.

Flimp5 Multimedia Video Platform

The Flimp5 video communications platform enables users to create and distribute tractable multimedia video marketing content. This includes video postcards, video landing pages, and video micro-sites, all with comprehensive video analytics, that can be created without programming or IT resources.

Wayne Wall

Author: Wayne Wall

Wayne Wall is CEO of Flimp Media Video Solutions.  He can be reached at wwall@flimp.net.

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Using Trackable Video Microsites For Online Direct Marketing

Video Microsites

The growth of video microsites

When it comes to promoting your company online, static direct marketing content has become obsolete. Distributing print content through email and WebPages yields low engagement and response rates. The growing use of interactive web video, in particular, interactive HTML 5 video microsites, for web and mobile video marketing opens up exciting new opportunities for direct marketing and communications. Direct Marketing is shifting from static to rich audiovisual content. Online video marketing drives higher engagement and response rates. According to studies conducted by Flimp Media and the Web Video Marketing Council, video microsites yield an 88% engagement rate and a 103% response rate among engaged viewers.

The surge in web video viewing and mobile device use coupled with marketers’ need for more engaging, responsive and measurable marketing channels, is creating the opportunity for interactive direct marketing through online audiovisual video microsites. The integration of multimedia, web video and direct response marketing has created more application and demand for a new online direct marketing product: Video microsites.

What are video microsites?

A video microsite is a self-contained web page with video that enables direct marketing through the use of multiple videos, calls to action and branding. Video microsites can also be referred to as video landing pages, video postcards etc. The important characteristic is that the microsites are not part of a larger website. They contain a message and content focused around a topic or objective. The purpose is to derive engagement and corresponding responses. A HTML5 Video Site or a Video Landing Page can be a standalone URL that can be distributed and tracked through email or online platforms if it supports the Video Analytics.

Video Microsites are used for:

  • Email Marketing and Communications
  • Social Media
  • Online Advertising through company pages
  • Web video within other content
  • Mobile Devices- Need bite size pieces of content to engage on a mobile player rather than static text.

The majority of applications for video marketing thus far have been to embed videos on company websites or use them for online video advertising. While web video advertising is appealing to large consumer advertisers, interactive agencies, online ad networks and media companies, it is cost prohibitive or not practical for most B2B companies and direct marketers. As a result, many B2B marketers have not fully embraced web video as a viable option for direct marketing.

Microsites are typically used to focus attention on a specific topic. Video sites contain audiovisual content and typically generate much higher engagement and response rates than static image and text microsites. These sites may or may not be linked to a main company website but exist as standalone pages and URLs. The emergence of audiovisual microsites will change the way many marketers and communicators view Internet marketing. They must reevaluate the roles of web sites, email marketing and paid search marketing. Video microsites can generate high response rates by combining an interactive digital experience with targeted distribution, viral messaging and comprehensive video analytics and viewer tracking capabilities. No other direct marketing application combines all of these features.

Video Sites are also crucial to use for mobile device viewing. As more and more consumers choose to view video on smartphones and tablets, it becomes increasingly important to provide a quality experience to a broad range of devices.
Traditional company websites are difficult to navigate on mobile devices. A great deal of static content is difficult to see due to formatting and size on non-computers. It becomes difficult to make sense of content when it is viewed on a small screen such as a smartphone or tablet. Furthermore, many websites are not formatted properly on these mobile devices. This runs the risk of a platform appearing unprofessional and a consumer becoming unengaged, frustrated and confused.

Rather than limit a business to a static online platform, a video microsite can enhance the viewing experience on all devices. By providing an informative video you can engage and inform viewers in a succinct, professional and effective manner. As part of the video site, the viewer is provided with additional resources to gain access to any requested further information. On a video microsite’s standalone URL there exist custom calls to action which drive the viewer to download a report, sign up for a service or buy a product depending on the purpose of the microsite. Additional links provide resources where viewers can access additional information. No longer is it necessary to have extensive pages and articles of information that cannot be navigated on many devices when a simple video landing page or microsite can share information and resources in an effect manner across all platforms.

Direct marketing

The essential elements for successful direct marketing are as follows:

  • Interactivity. An actionable, interactive message containing audiovisual content and other content elements that provide a clear “call to action”.
  • Online Distribution. The ability to distribute or “push” the microsite to target viewers using Internet communications methods such as email, blogs, podcasts, weblinks and searchlinks.
  • Measurability. The ability of the microsite to collect detailed viewer activity and response data for follow up and to measure campaign results.

Successful web video marketing campaigns provide an opportunity for viewer interaction and response together with the capability to capture and measure the activity and response data. When using video microsites, the multimedia content has to provide an opportunity for interaction that can be measured by a built-in analytics component beyond simple traffic numbers. Ideally, a video microsite will be able to instantly capture and report detailed viewer data in a reporting dashboard by individual email addresses.

It is important to realize that videos alone cannot be direct marketing. Video must be combined with branding, other forms of content or links to content, and calls to action in order to create a video microsite that can be used for direct marketing. This, combined with an effective online distribution and video analytics and tracking data is what will help direct marketing reach its audience. Video microsites are to online direct marketing what print mail pieces were to traditional marketing. They are the integral and most crucial part to effective, engaging and comprehensive marketing.

Just as traditional direct marketing was transformed by email and search marketing, web based direct marketing has been transformed by the use of web video and interactive audiovisual microsites. New technologies are available that are helping direct marketers use audiovisual content for their online direct marketing campaigns. FLIMP 5 is an online video platform that enables users to easily combine video and multimedia content to create and distribute portable, self-tracking video microsites and video landing pages with no programming. On average the video microsite marketing campaigns when delivered by marketing company Flimp Media, through its collection of actionable analytics has reported very high engagement and response rates across a variety of vertical markets. These types of engagement and response rates are unseen with static marketing. This technology, in addition to HTML 5 video are the foundation for powerful direct marketing and web video marketing that is affordable and accessible to marketers as direct mail and email marketing. Web video microsites have become the new direct mail in the world of marketing.

Wayne Wall

Author: Wayne Wall

Wayne Wall is CEO of Hopkinton, Mass.– based on-demand video software provider Flimp Media.  He can be reached at wwall@flimp.net.

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Using Animated Videos for Online Video Marketing

Animated Explainer Video ExampleFollowing the explosion of YouTube and other social media video sharing sites in recent years, video marketing has become one of the most popular advertising methods.  In our digital world, the attention span of internet users is becoming increasingly shorter and shorter. If a picture is worth a thousand words, then imagine how much you can say with a well-constructed marketing video. Video marketing offers an array of advantages for businesses. They grab viewers’ attention, and provide valuable information in a quick and interactive manner.  Videos provide enhanced audiovisual engagement compared to static text content.  In addition to live action and spokesperson video, marketers have found animated video to be highly successful at garnering engagement and response rates among viewers.  Animated video adds another dimension to marketing and provides variety for marketing campaigns.

Incorporating animated video into a video marketing campaign can make productions more exciting and enticing for viewers.  The most important element of any video, but especially an animated video, is content.  The most effective animated videos are often humorous, especially entertaining, or heart-warming.  An animated video is able to connect on a personal level with a viewer while simultaneously delivering its message in a strong and succinct manner.  The content must be memorable and relevant to the audience while remaining entertaining and engaging.

When considering production, animated videos are generally very cost effective and have few limitations.  Recent technology has made it possible to create anything on-screen, whether it is in cartoon format or CGI.  With few restrictions, businesses can expand their marketing materials to areas that traditional marketing and live-action video marketing cannot.  Animated videos do not require the extensive film crews that live action footage can.  When properly outsourced they are fast, cost efficient and easy to make.

Video marketing is becoming an increasingly essential part of any business advertising campaign.  Video advertising grabs potential customers and communicates crucial product information in an engaging and succinct manner.  When done properly, video marketing can also help boost SEO efforts and help your business rank high on search engines.

The positive conversion effects of video marketing are heightened when utilizing animated videos.  Animated video production allows companies to push the boundaries of digital content while providing stimulating and engaging viewer material.  Animated videos have been found to offer businesses high customer conversion rates when embedded on a website of video microsite.  More than half of the people who view an animated video will choose to take a call to action offered.  Animated video offers higher conversion, engagement and response rates.

Properly utilizing video as part of an online marketing campaign can help communicate information to viewers in a prompt, effective, interactive and engaging manner.  Using animated video provides a positive and stimulating experience for consumers to learn about your product and take a call to action as well as yielding higher conversion, engagement and response rates.

Wayne Wall is CEO of Flimp Media.  He can be reached at wwall@flimp.net.

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Choosing The Best Web Video Production Style For Your Online Marketing and Communications Videos

Introduction to Web Video Production Styles

In this digital age, consumers want clear, concise information fast.  Companies are struggling with the question of how to engage and inform potential customers.  The advent of an online video boom has been spurred by this desire to attract and retain viewers.  Studies show that web visitors are 64 to 85 percent more likely to purchase a product after watching web video, and a website that incorporates video is 53 times more likely to appear on the first page of Google. By now, seasoned marketers know that good web video production can transform a company.

Of course, identifying the potential benefits of video production and making the decision to get started is hardly the challenge that most marketing departments face. Video production is an art; it’s subjective, and creating a successful marketing video takes time, energy, and careful consideration.

The first thing to consider in the business video production process is style. Which style is best suited to your pre-determined objectives?  Different objectives require different video styles. The effectiveness of the finished product, the production schedule, and the budget all depend on the production style. A website explainer video should be different in style from a B2B marketing video. They are designed to achieve different ends, they take different amounts of time to shoot and edit, and they require vastly different budgets.

If you’ve ever attempted video production on your own, then you already know by now that having an experienced online video production company at your disposal makes all the difference, but different production companies specialize in different styles. Here, we will give you an overview of popular video production styles. Once you know what you’re looking for, you’ll have an easier time finding the web video production company best suited to your needs.

Animated Explainer Video Production Style

The popularity of animated video for video marketing production is growing as it becomes increasingly accessible and cost-effective.  They can take the form of whiteboard videos, “chalk talks”, 2D or 3D animation.  Often called animated explainer videos, this type of video can be used to explain how a company or a product works.

Animated videos engage an audience while presenting complicated topics clearly and succinctly.  Telling a relatable story appeals to your audience’s emotions, builds trust and cements a company’s brand identity.

For start-up companies seeking to explain a service, or for any organization intent on clarifying a complicated product or process, animation video production is a great way to simplify and streamline your marketing communications.

Often, animated explainer video is targeted exclusively at younger audiences.  However, animation, whether it be white board, stop motion, 2D, or 3D can resonate with any demographic with the proper execution.

This animated video production for Leap Wealth Management is a great example of animation video production done well.

Live Action Marketing Video Production Style

Another popular style is live action videos. Live Action refers to video that is not animated, but rather features testimonials, actors, executive interviews, product demonstrations and more.  Live video reliably creates a connection between the audience and the person on-screen. When viewers can connect a face to an endorsement it legitimizes your brand and makes your video more personable and relatable. For this reason customer testimonials and product demonstrations are tremendously persuasive.

Not only do testimonials and demonstrations build trust in a product, but live action footage can humanize a brand with a face.  Featuring a company employee in live footage fosters trust within your audience.

This live action video production for CBRE Nashville shows what you can do with a professional video production company by your side.

Spokesperson Actor Video Production Style

A spokesperson video is a type of live action video that features a hired actor as spokesperson.  Not only does this type of video make the connection that live footage videos make, but they are often perceived as more professional, making them particularly well suited to B2B video production, corporate video communications, and employee benefits communications. Selecting a charismatic representative will create a rapport and develop trust in your brand. Rather than featuring customer testimonials or product demonstrations, a spokesperson video is generally more formal and scripted, and they often appeal to a mature audience due to their professional and straightforward nature.

This spokesperson video production for Legal Access demonstrates the value of a professional actor for business video production.

Motion Graphics Video Production Style

Motion graphics videos in many ways combine elements of all three aforementioned video production styles to create a viewing experience that appeals to a very diverse demographic.  These videos will commonly feature live action footage, customer testimonial, company executives etc. However, in addition, the footage will be augmented with other elements such as animated text, illustrations, diagrams and more. This use of video, graphics and animation technology gives viewers a sense of movement and interaction that drives clicks.  It gives video a high-tech, professional look that entertains as well as engages.

Motion graphic video production is the future of online video production for marketers.  They are able to communicate complex messages succinctly and comprehensively while keeping an audience highly engaged with visual content.  Furthermore, they carry a high level of credibility and professionalism in their design.  Motion graphic videos appeal to a wide demographic but especially to mature, professional audiences.

This motion graphic video production for XPandu combines a variety of production techniques to create a unique video.

Armed with this information, you’ll be able to find the best video production company for your needs, and soon you’ll be propelling your marketing to new heights with a stylish and effective video production.

For more information about web video production contact Flimp Media at 1.508.435.4310.

Author: Alexandra Mills, Content Marketing Intern.

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Flimp Video Email Campaigns Establish Performance Benchmarks For Video Landing Page Email Engagement

Using Flimp Media’s video marketing software, nine separate video landing page email marketing campaigns were created, launched and tracked by individual email addresses across five different markets including sports, real estate, financial services, fundraising and nonprofit communications.  The video emails contained video thumbnail prompts that took viewers to custom video landing pages that tracked interactions by individual email address. The campaigns were delivered to opt-in mail lists using the integrated email distribution tools within the Flimp video marketing software.  The results showed how video landing pages used with email marketing can generate significantly higher viewer engagement and response rates than traditional email marketing.

Combined data from the nine video email campaigns produced the following results:

  • 47.75% of people that opened their emailed clicked thru to the video landing page
  • 96.76% of video landing page viewers were able to watch the video message
  • 53.56% of video landing page viewers watched the video to completion (average length- 2 minutes, 16 seconds)
  • 33.15% of video landing page viewers clicked a response link on the video postcard
Flimp Video Email Marketing Campaigns: Viewer Response Data Flimp Video Email Marketing Campaigns: Viewer Response Data

For more information about business video marketing contact Flimp Media at 1.508.435.4310.

Author: Alexandra Mills

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Video Landing Pages: Redefining the Online Marketing Landing Page

Flimp Video Landing Page Example

Video Landing Page: 12 Years a Slave

A FLIMP <FL-imp> is new kind of marketing landing page that uses multimedia and video content instead of static HTML web content. Flimp video landing pages have built-in viewer tracking and reporting and require no programming to create, edit and distribute to target audiences. The landing pages are created and edited using a special drag and drop interface that eliminates the need for any coding or programming.

The term FLIMP originated as an acronym for Flexible Interactive Multimedia Platform, because it allows users to combine videos and multimedia content to create video microsites, video landing pages and video postcards for web and email marketing. With a FLIMP online video platform account, users can add, remove and otherwise edit and change available multimedia content in their landing pages including audio, video, chaptered videos, web forms, images, graphics, text and hyperlinks. The ease of content assembly, interaction and tracking of detailed viewer activity makes Flimp landing pages  much more cost effective for A/B testing, lead generation and conversion marketing than ordinary HTML landing pages that require programming and plug in web analytics software.  They also drive 400% to 700% higher viewer engagement and response rates because they can contain integrated video and rich media content.

FLIMP rich media landing pages, also termed “video sites” and “video landing pages” can be shared or distributed via web links, email, blogs, search links, RSS and other internet distribution methods. They can also be easily embedded into HTML websites and web pages as landing pages. Each FLIMP landing page is a hosted, self contained, portable mini-web site with a distinct URL that supports multiple videos and chaptering of video content. Flimp landing page content including videos are delivered using the Amazon CloudFront and its global network of edge locations so the content can be served at any volume anywhere in the world instantly. Likewise the viewer data collected and reported by flimp landing pages is processed using the Amazon EC2 cloud services so it is available in real time and computing capacity can be scaled to any level.

Everyone who uses web landing pages for direct marketing programs, (and that means just about every online marketer these days) should be aware of how new rich media and analytics technologies are beginning to redefine this fundamental marketing tool.

For more information about Flimp 5 Video landing Page software call 1.508.435.6166.

Author: Kendall Farabaugh

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Generating More Engagement and Conversions with Video Landing Pages: 3 Critical Success elements

The average goldfish has an attention span of only nine seconds, but that is longer than the average internet user attention span which is only eight seconds according to Statistic Brain.  For online marketers trying to engage and convert prospects into customers, that reality presents a daunting challenge.

One clear solution to the difficulty of driving higher marketing engagement and conversion rates is using online video and video landing pages. When it comes to online video, the average length watched of a single internet video is an astounding 2.7 minutes. Research has also shown that online video ads drive 4-7 times higher engagement and response rates than static web advertisements. But most impressive is the fact that video used on landing pages has been shown to increase conversions by up to 86%.  (Source) That’s why more and more marketers are turning integrating interactive video landing pages into their online marketing programs using video landing page software available in some online video platforms like the Flimp 5 Video Marketing Platform.

What are Video Landing Pages

Video landing pages, also called video sites can come in the form of standalone video microsites, video brochures or video postcards delivered to target audiences through email, advertisements or social media or they can be can be embedded into an existing website. Typically in a video landing page, the video content is used to engage the viewer and then calls to action or webforms adjacent to the video are used to generate responses and landing page conversions. It is important to keep video landing pages simple and uncluttered so that the viewers limited attention is directed to watching your video marketing content without too many distractions. These multimedia landing Pages are especially effective for video email campaigns and search advertising but it is important that identifiable viewer tracking and reporting is seamlessly built in to the landing page to optimize video lead generation.

The 3 Critical Elements for Creating a Successful Video Landing Page

Using video landing pages as standalone content for video email marketing or for converting traffic on your existing website can certainly increase response rates, conversions and sales, however this only happens when you have quality video content and the video is presented in a smart and effective way that renders and plays well on all types of devices. For this you need good design and most likely an online video platform solution that offers video landing page features.

Quality Video Content

Your landing page video needs to be high-quality, engaging and able to capture the viewer’s attention within the first crucial eight seconds.  It also needs to have a clear action message if used for marketing and able to drive the viewer to associated calls-to-action and web inquiry forms.

Depending on content, company and objectives, various styles of video can be employed to create an engaging, interesting and ultimately actionable video landing page experience that will generate conversions and sales leads. There are many different styles of video you can use depending on your objective including motion graphics videos, animated explainer videos, customer testimonial videos or live action marketing videos. To view examples of these different video types go to the Flimp Media video gallery.

Video length can also have influence on how well an audience is captured.  For online marketing, videos should be 60 to 90 seconds long, and never exceed 2 minutes with some rare exceptions when engaging with close affinity audiences. The video needs to be a short elevator pitch that highlights key points of value to the target audience. If you want to provide additional information or a long form video, that can be done with interactive response buttons underneath the main video. The Flimp 5 platform allows for multiple videos in the same landing page that come open in the same browser view rather than take the prospect to a new url page. Remember a short teaser video should be enough to drive interest and response. Don’t be long winded…it will only hurt conversion rates. Finally, make sure the default thumbnail of the video reinforce your contact information and call to action

A video landing page is a viewing experience that informs and engages a viewer while pushing them to learn more or get involved.  This experience must work seamlessly on all types of viewing devices including mobile phones and tablets. Using an online video platform to host and track your videos and landing pages is essential since there are so many video viewing and encoding variables to address such as device types, bandwidth, operating systems, browsers and various versions of each browser as well as browser settings. Fortunately, online video platforms and video landing page solutions like the Flimp 5 platform do all the heavy lifting for you when it comes to delivering and tracking video online given all the encoding complexities.

Custom Branding and Clean Video Landing Page Design

Quality video alone will not guarantee conversion success.  The design of the entire video landing page is crucial and it is best to design your page and video together as a cohesive experience so that the viewer plays the video directly within the landing page. That’s why using YouTube is not acceptable – because you run the risk of diverting the viewer to the YouTube website and away from your landing page experience. An ideal video microsite will not be cluttered with words or distractions.  The page should be simple, clean and provide clear branding.  Attention should remain on the video and 1-2 simple, clear and interactive calls to action in order to facilitate responses and conversions.  The calls to action can be an offer to download information such as a whitepaper or a web form response to a compelling product selective offer. It is crucial to highlight the location and purpose of the CTA button during the video.  Keep focus on this goal in order to generate measurable responses and customers.

With the Flimp 5 Platform it is simple to create, edit and test interactive video landing pages without any programming in the drag and drop WYSIWYG creative studio. Flimp5 facilitates creation of video + multimedia html interactive trackable video landing pages, video brochures, video microsites and video postcards with integrated distribution through 50+ email service providers including Eloqua, Marketo and Exact Target as well as social media and other embedding and distribution tools.

Video Landing Page Tracking, Reporting and Analytics

An essential and often overlooked part of a video landing page is actionable analytics, which means you can track individual viewers by their email address and other identifiable information. Tracking data should include detailed engagement data such as time spent on the landing page, video viewing data, the number of viewer touches or interactions on the page, response activity and sharing activity. Your tracking data must go beyond simple traffic numbers into specific information about individual viewing actions and engagements.

Video landing page software such as the Flimp 5 Video Marketing software is especially helpful in terms providing detailed tracking which goes beyond Google analytics. The Flimp software automatically tracks and reports detailed identifiable and email-address oriented viewer data.  Going beyond simple conversion statistics, Flimp shows how viewers are interacting with your video landing site in three major ways: engagement details, response details and sharing details.

For more information or a demo on creating, distributing and tracking video landing pages, contact Chip Arndt at Flimp Media at 1.508.435.4310.

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