Using Videos To Sell More Products

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Does your business sell physical products? Did you know that your customers are 4 times as likely to watch a video about a product, rather than read about it.

Most people nowadays prefer to watch videos over reading something on the Internet, and your business should be harnessing that to sell more products. So why choose a product video from Bakehouse Productions?

Persuading your customers to buy

Videos work really well when buyers are at the awareness or consideration stages of the sales funnel. They may already be aware of your product and are weighing up the benefits of buying it to themselves. 

Video can be used at the awareness and consideration stages by going into detail about the specifics of your product. Imagine they have never come across your product and they know nothing about it. 

Use video to highlight it’s benefits and features, relating those to whatever problem the product will solve for your buyer. By talking about the problem your product can solve, you’ll strike an emotional chord with your audience, and you’ll be able to sell them the solution as a result.

Not just for your website

Videos work well on websites, but why limit yourself? The platforms for video are seemingly endless now, and there are plenty of other areas outside of your website you could consider showcasing your video.

An obvious one is social media. Facebook, Twitter, Instagram, Snapchat and LinkedIn all support video content - so go crazy! 

Other places you could consider using your video so you get real return on investment is in email. Video in emails has the same effect as it does on social media - making people stop and watch.

But don’t stop there. Do you have any physical locations you should showcase your video? How about on a TV in the Reception area of your office? On your stand at a trade show? On iPads at events? Think outside the box when it comes to showcasing your new product video.

Measure the metrics

We’ve harped on more than once about the importance of measuring the success of your video using metrics. Pay particular attention to the Play and Engagement rates, as this will give you insight as to whether your audience is watching the whole video or not.

Product videos by Bakehouse Productions are creative yet purposeful, and we’re confident we can work with you to produce a product video that will showcase your business and your products, and encourage more sales.

To discuss your project today please get in touch.

Why Your Business Needs Video Marketing

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You’ve probably heard by now that video is a crucial part of any businesses marketing strategy. But just in case you’re not completely sold, here’s a few more reasons why your business should be embracing video.

Video = Connectivity

Your business is more than your strategy, mission and values, and it’s your responsibility to bring that to life. Your brand is constantly evolving, so choose video to keep you audience connected and attract new customers. Video is far more effective than text at creating an immediate and authentic route of interaction with your customers.

Where are your customers?

Finding out where your customers are hanging out online is crucial. Do they spend hours on YouTube? Maybe they prefer Facebook? Or are they Instagram addicts? Whichever platform they prefer, chances are it supports video in a big way.

Do your research to see which platform is best suited to your customers, and then publish video content there.

Not sure where to start? We can help.

Video growth shows no sign of slowly down

By 2019 most online content (80 percent in fact) will be video marketing. That’s huge. Can your business afford to not be a part of that?

Here’s some more startling stats that prove just how quickly video is taking over the world:

  • 90% of consumers say that product video directly influence purchase decisions
  • 92% of video watched on mobile are shared
  • 95% of consumers retain information communicated via video, compared to just 10% from reading

We hope we’ve convinced you why your business should be incorporating video into its marketing strategy if you aren’t already, but if you wish to discuss further we’d love to chat.

Email hello@bakehouseproductions.co.uk or call 01482 778185 today

3 Secrets of Video Marketing That Actually Work

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We’re sure you’ll have heard at least one (if not all!) of the following video stats…

  • 87% of online marketers use video content
  • More than 500 million hours of videos are watched on YouTube each day
  • 45% of people watch more than an hour of Facebook or YouTube videos a week

With video being so crucial to your businesses marketing strategy, it’s time you started using it if you’re not already.

Of course, we recommend leaving video production to the professionals like us, but if you do fancy giving it a go yourself, follow our top tips to create compelling videos sure to inspire action.

1.  Create a Story

By building your video around a story, not the sale, you can avoid your brand becoming that annoying, irritating business bombarding your audience with sales clutter.

Just as you would with any other type of marketing content, such as social media, blog posts and web content, your video marketing should focus on the value your product or service provides for your customers.

Create a story which appeals to your customers’ needs and desires, and you’ll soon start seeing results.

Worried this approach won’t yield conversions? Use a tracked URL at the end of your video to ensure you have something to measure.

2.  Get Your Message Across In 10 Seconds

Did you know that up to 20% of viewers will click away from a video within 10 seconds or less? Which is why you should get to the point straight away.

You could also try asking questions and using teasers to pique your audience’s interest and encourage them to keep watching.

Basically, your video needs to be super engaging to keep them watching and stop them clicking away.

Imagine that your viewers are immediately asking “why should I watch this video” as soon as they hit play, and make sure the content of your video answers that quickly.

Whether the aim is to make them laugh and remember your brand, inspire them to take action or teach them something new, make it clear from the very first 10 seconds.

3.  Make Sure Your Video Can Be Found

 So you’ve created – what you think is – a great piece of video marketing. Now you need to make sure your audience can actually find it.

You’ll get the maximum SEO benefit from this piece of content by making sure it’s uploaded to your own domain. Get it on your website and begin driving traffic to it.

Also ensure that you have enabled embedding, which will allow other people and companies to embed your video on their website. This will increase the chance you’ll receive inbound links.

Before you rush to hit the ‘Upload’ button, make sure your video’s description is optimised for SEO. Have you included relevant keywords? Have you summed up what your video is about? Add relevant tags too, to ensure your video can be found in Google.

Not Sure Where to Go From Here?

 We hope our handy guide will have inspired you to take action when it comes to your video marketing strategy, but if you’re still stumbling around trying to find the right angle or thing to talk about, get in touch.

Here at Bakehouse we can take care of all of the above and more, ensuring we create purposeful video content that is going to deliver real results for your business.

Contact us to discuss your video project – whether you have loads of ideas or none at all – we can help. Email hello@bakehouseproductions.co.uk or call 01482 778185 today.

4 Steps to Planning the Perfect Case Study Video

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Case studies lend themselves well to video as a format, as they’re a great way to show real emotion from your interviewees.

Unlike other marketing tactics, video allows you to communicate all your businesses great USP’s, with the added bonus of human emotion that’ll help engage your audience.

Follow Bakehouse Productions’ guide to planning effective case study videos.

1. Start with your goals

As with all your videos, the objectives of your case study video need to marry up with your overall business goals.

So whether that’s to attract new customers, improve retention or increase spend from existing customers, for example, your case study video should contribute to those wider aims.

Case study videos are a fantastic way to close sales with customers who are already quite far down the pipeline, so consider empowering your sales team with them to help convert those leads quickly and effectively.

Making sure you know what you want to achieve with your case study video before planning and instructing Bakehouse to produce it, will ensure you can accurately measure your return on investment.

2. Who’s your audience?

It’s likely your business is already using customer personas to help ensure all your marketing activities are targeted and specific, and the same goes for case study videos.

Deciding on which specific buying persona you’re aiming the video at will make sure your video is appealing and effective to that group.

We get it; video production can be expensive.

So it can be tempting to try and create a catch-all video that speaks to everyone within your budget. If you try to make a video to please all of your customer personas in one, it’s likely it’ll actually end up being unappealing to most of them.

Choose which part of your audience you’re trying to reach, then stick to it.

3. Identify the problem & use it

Identifying your audience’s biggest problem and how you solve it is the cornerstone of success for your case study video.

Showing your viewers you’ve solved other customer’s problems, just like theirs, will build trust and convince them to buy from you.

Make sure that problem is the core message of your video – with your interviewees talking about it, and carrying it through to the general story of the video too.

4. Choose the right interviewee

Now you’ve identified the buying persona you’re targeting your video at, along with the problems they experience and how your company solves them, it’s time to select your interviewee/s.

Perform an audit of all your customers, highlighting those who belong to the same persona group as your target audience. The more similar your audience is to the customer featured in your video, the more empathy they’re likely to feel towards them.

More empathy = more trust. And we all know that more trust = more sales.

Now you’re armed with all the tips you need to start planning an effective case study video, it’s time to get to work.

That means either working with your in-house video team – who are we kidding, that’s probably limited to the largest businesses – or instructing a trusted video production company like Bakehouse Productions.

We’d love to talk to you about your case study video, or any other video project you are planning. We’ll help you with the entire planning process before we get to work on the production.

Speaking of case studies, why not view some of our previous work here?

We’d love to hear from you – please call 01482 778185 or email hello@bakehouseproductions.co.uk

The Bakehouse Productions Guide to Live Streaming: Part 1

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Unless you’ve been living under a rock for the past year, you’ll know that live streaming has become the next big thing in video marketing.

What Is Live Streaming?

If you have been living under a rock though, according to the Oxford English Dictionary live streaming is where you “transmit or receive live video and audio coverage of (an event) over the Internet.”

And the good news is that most of the big social media networks have introduced live streaming, and you can do it both from your personal profile or your business page.

Live streaming is now so accessible thanks to huge advancements in technology, meaning that anyone with a mobile phone and access to the Internet can head to YouTube, Facebook, Instagram or plenty of other sites and get their live streaming fix.

But what does it mean for you as a business?

These advances in technology mean it’s now even easier for you to reach a huge audience across the globe, and you have the potential to improve brand awareness, gain positive media exposure and – most importantly – boost your sales.

We know what you’re thinking: “That’s great, Bakehouse! How do I get started?!”

Allow us to explain all.

Why Use Live Streaming?

Hopefully, we’ve revved up your engines and you’re raring to try your hand at live-streaming, but just in case you’re not convinced, take a look at just a few of the reasons the biggest brands in the world are increasingly turning to live streaming.

It’s Cost-Effective

Before live streaming came along, businesses would have to rely on TV and radio to broadcast their message live, which of course came with a hefty price tag.

But nowadays, live streaming is free. Sites such as Facebook, YouTube and Instagram all let users live stream with no cost, although there may be some adverts.

Not only is the service itself free, but it’s easy to get started too. If you have a decent quality smartphone you can stream straight from there in pretty good quality.

Top tip: Buy yourself a cheap tripod to ensure your live stream footage is steady – you’ll be able to get one from Amazon or eBay for less than a tenner!

Boost Your Engagement

According to Facebook, it’s users comment 10 times more on Facebook Live videos than normal videos. Just another reason why live-streaming is a no-brainer!

It’s Shareable

With more than 1.5 billion active social media users across the world, live streaming makes it easier than ever to reach more of your audience.

Facebook loves live videos, so when it’s users engage with them by commenting or liking, it gives more exposure to the brand by showing the user’s friends they have engaged. Once you finish live streaming on Facebook, the video will be saved to your profile for fans who may have missed your live stream to catch up on later.

Asking your audience to share your video is another great way to increase your reach, and you’d be surprised by how many of your fans will actually hit that share button.

It’s Entertaining

Much like behind-the-scenes glimpses of your business make your audience feel involved, there’s something about live stream that people love just as much.

Feeling like they’re part of something, viewers can feel a sense of camaraderie with their fellow audience members, particularly in the comments section.

It becomes even more entertaining for viewers when their questions or comments are mentioned by the people presenting the live stream and doing this is a great way to boost engagement.

Check back for Part 2 of The Bakehouse Productions Guide to Live Streaming to find out what kind of content you should be sharing in a live stream, and what works best.

If you’re considering live streaming an event or conference, Bakehouse Productions can help. Email hello@bakehouseproductions.co.uk or call 01482 778185 for more information today.

If you learnt something about live streaming from this guide, why not hit share?

4 Video Marketing Metrics You Should Be Using

4 Video Marketing Metrics You should Be Using

Figuring out what “success” looks like before you even begin to think about commissioning your next video project is super important. After all, how will you judge the results if you haven’t defined what would make a successful video?

Cue video metrics.

And because you don’t have hours to figure out what you should and shouldn’t be measuring, we’ve done the hard work for you.

Here are 4 video marketing metrics we use (and recommend our clients use) to determine the success of video projects.

View count

Perhaps the very first step in measuring the success of your video is the view count. But whilst this little metric is simple, it’s actually the most deceptive of all!

Checking how many times your video has been viewed will tell you the reach of your content, which is great if your objective is to reach as many people as possible.

But you should be aware that what constitutes a view on some sites, is very different to others.

For example, YouTube count a view after 30 seconds of the content has been watched, but Facebook counts a view after just 3 seconds.

You should bear this in mind when analysing the views on each of these platforms, as Facebook could likely (seemingly) outperform YouTube in terms of views.

But don’t be disheartened if your video views aren’t what you expected them to be – they really are just the first step in measuring success.

Engagement

Unlike view count, we can actually take some real feedback by looking at the engagement of a video.

Engagement defines how much of your video a view has watched, and this number is shown as a percentage.

As you can imagine, the higher the number the better.

The engagement figure will also tell you an overall average, which is how much all viewers watched.

The engagement metric will allow you to measure the quality and usefulness of your video in general and will help you make decisions about the type of content you produce in the future.

Using an engagement graph you can see how much your audience watched and re-watched, and when they stopped watching too.

Like view count, low engagement rate doesn’t mean your video was a failure, and there are some other metrics you can use to further understand how it was perceived by your audience.

More about improving the engagement of your videos in our blog post next month.

Click through rate

It’s likely you’ll have measured click-through rate before, either on your website or maybe in Pay Per Click campaigns such as Google Adwords.

In video terms, the click-through rate (CTR) is how many people click on whatever your call to action is in your video.

Arguably one of the most important metrics, the CTR will indicate how well your video encouraged viewers to take action.

The CTR is particularly important if you want your audience to do something after watching your video – like completing a form on your website or visiting a particular page.

 Conversion rate

The conversion rate is often the most accurate representation of the return on investment for a particular marketing activity; in this case video content.

The conversion rate is how many customers (or leads/enquiries) you have gained as a result of your video content. A conversion could be counted as filling out a form, subscribing to a newsletter or channel, buying a product or making a phone call.

Conversion rate is shown as a percentage and tells you what proportion of viewers actually took action.

This differs from the click-through rate, as it shows how many viewers completed the specified action, rather than just showed intent (for example, visited the web page where the form is).

Setting up some goals in Google Analytics is a good way to monitor conversion rate, and you’ll also have to think about your attribution model (more on this in another blog post!)

Going forward...

Make sure you are using at least all of the previously mentioned video marketing metrics to define the success of your video content, both before and after the commissioning of a new piece.

By doing so you will establish what success looks like and what you hope to achieve, which ultimately will ensure your video generates a return on investment.

Using Video to Grow Your Business

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In the fast-paced world which we live in, it’s becoming more and more important for businesses to take advantage of the different technologies available to them in order to reach their customers.

Arguably one of the most effective ways to do this is through video.

But how can video help grow your business successfully?

Video should support your wider business activity, and reinforce the pieces of the puzzle mentioned above. So where to begin? Following our tips is a good place to start…

Tip 1 – Make Your Brand Memorable

If your business is to grow, it’s crucial you set yourself apart from your competitors. Your product or service offering should be memorable and get people talking.

So how can video help you with this?

Create promotional videos that boost brand awareness and encourage engagement from your audience. These shouldn’t be a hard-sell, but a way of getting customers to engage with your brand.

Your video shouldn’t lose sight of your brand’s identity – and it should personify exactly what your company is about.

Industry experts agree that video is one of the strongest tools when it comes to building your brand.

We can help tell your business's story, in the right way. Check out Brand Story Videos here. 

Tip 2 – Build Customer Confidence

Everyone knows it’s much easier to get more business from your existing clients than attract new ones, and video can play an important role in this.

Use case studies and testimonials to market why your customers should continue to buy from your business.

Not only is this kind of content great for reengaging with existing customers, it’ll also help new customers who are in the final stages of the decision process, make that final decision to use your business.

Here at Bakehouse we can help turn endorsements into business performance. Find out more here.

Tip 3 – Recruit Great People

You might be thinking – “What the heck has video got to do with recruiting staff?”.

Well, in our experience – a lot.

Video is a great way to communicate your business's values and why people should join your team.

Here at Bakehouse Productions we have produced a wide variety of videos for a whole host of different industries, to help attract and recruit the key people who will be instrumental in the growth of our client’s businesses.

One of the sectors using video to their advantage is education; where video is used not only to attract students and applications, but also teachers, trainers and staff.

Check out just one of the videos we have created for a client in this sector here.

Start growing your business with video today

Now is the perfect time to invest in video as part of your marketing strategy, and we have helped hundreds of business across Yorkshire, The Humber and the rest of the UK generate real results through purposeful video marketing.

Whether you have little or no idea how you imagine your business to be represented using video - we can help.

Get in touch today with your ideas, aims and objectives, and we'll get the ball rolling.

Email hello@bakehouseproductions.co.uk or call 01482 778185 today.

What is Ephemeral Content & Why Should I Be Using It?

What is Ephemeral Content?

Ephemeral content is content that only lasts for a short period of time before disappearing, and it’s becoming increasingly popular thanks to the likes of Snapchat.

With Instagram and Facebook hot on its heels, it’s clear to see that this type of content is here to stay. But ‘Why should I be using it?!’, we hear you cry! Let Bakehouse explain…

It’s authentic

There’s something about this disappearing, time-limited content that creates a real sense of authenticity.

Sure, your polished, branded content is great too. But we’re increasingly seeing that consumers who choose to follow brands on Instagram or Snapchat are reporting increased trust and more excitement for the brand on the whole.

Increased trust in your brand = a greater chance they’re going to buy from you.

No one likes missing out

FOMO (or Fear of Missing Out) is no longer reserved for that great Netflix show everyone is bingeing, it’s now what consumers are experiencing when they don’t check out what their favourite brands are upto on social media.

Try using video for Q&A sessions or how-tos, that your audience won’t find anywhere else. This kind of content coupled with FOMO will have them tuning in more regularly.

Publishing exclusive ephemeral content on certain platforms will allow you to drive traffic there from other channels; using FOMO to your advantage!

It offers a BTS view

That’s “behind the scenes” to you and I.

Everybody loves a sneak peek, a behind the scenes view of what’s going on. Not only does it add to the authenticity of your brand, but it’s another factor that will keep your audience coming back for me.

Manufacture a product? How about showing the production process?

Offer services? Why not showcase the prep work that your team put in to deliver such a service?

The possibilities for behind the scenes video content really are endless! Not sure where ot start? We’d be happy to advise you!

Mobile heavy

The great thing about ephemeral content is that it doesn’t have to be expensive – in fact, it can be produced by anyone with a smartphone (and that’s a whopping 77% of adults, in case you were wondering!)

With no need for fancy equipment, ephemeral content is accessible for businesses and brands of all sizes – from your start-ups to your multi-million-pound companies.

Amazing engagement

You probably already know that visual content is 40 times more likely to be shared by your audience on social media.

Yes, you read that right. FORTY TIMES MORE LIKELY.

Not only is visual content more likely to be shared far and wide, it also provides super high engagement as a result. And an engaged audience is a warm audience.

To wrap it up…

It’s clear that ephemeral content isn’t going anywhere, but don’t feel limited by its expiry date fashion.

Use that to your advantage to show a real, authentic side to your business, and engage with your customers in a fun, friendly way!

Bakehouse are experienced in crafting all different kinds of video content, lots of which would work perfectly for platforms like Instagram and Snapchat. Get in touch today to figure out how you can incorporate ephemeral video content into your marketing mix.

Talk to us today – call 01482 778185 or email hello@bakehouseproductions.co.uk