How We Produce Client Videos - Part 2 of 2

In part 1, we discussed assessing your videos needs as well as outlining, storyboarding, casting, producing and promoting your video. In part 2, we look at gauging the performance and refreshing the content of your video.

Gauging the performance

After all this fine effort, we need to measure how your video is performing.

For measuring videos posted on your website or YouTube page, you can use Google Analytics, an excellent tool for analyzing traffic data. The results enable us to better-target your videos, strengthen your marketing initiatives and create more conversions on your website.

We can also embed a dynamic form at the end of your video. Viewers who are interested in your product or service can complete the form and submit it to your customer-relationship-management (CRM) software.

Refreshing the content

Your video has generated lots of good leads, but over time the leads start dwindling, what to do? . Time to refresh the content.

If your product or service doesn’t change for long periods of time, your video could have a shelf life of 1-2 years. For time-sensitive commercials and testimonials, though, the refresh rate is usually every 9 to 12 months.

The amount of traffic that your website generates also influences how often your videos should be refreshed. If your site has a lot of returning traffic, we would update your video more often. If there’s a lot of new traffic, the updates would be less often.

Highly creative, fun videos – ones that go viral on YouTube – can be exceptions to the refresh rule. But don’t consider these sorts of video unless your corporate brand personality warrants it. Is yours fun and engaging and would your target audience respond well? Go for it! Are you running a disease-management company that targets chief medical officers? Forget about it!

Costs can vary widely

The cost to produce a video can vary widely depending on the complexity of the production. For example, professional actors cost more than graphic images. Likewise, 3-D graphics are more expensive than 2-D ones. Also, adding to the cost are voice-overs, animation, special effects and multiple locations.

Videos we've produced for our clients

View the videos that we’ve produced for clients, to see how our unified-marketing approach has paid off for them – and how it can pay off for you, too:

• Staples
• GE Healthcare
• Beth Israel Deaconess Hospital
• Milton Hospital