About Don Tracy

Don Tracy has been creating visual content and solving visual communication problems for the advertising, corporate, and editorial markets for over 35 years. In both photography and video production, he gets to the heart of his client’s communications needs and hands back finished content that tells their story and gets results.
12 03, 2018

Video Production for Small Business

By |2018-07-19T08:47:36+00:00March 12th, 2018|Blog, Video Production|0 Comments

Video Production for Small Business

Video Production for Small Business

Any type of construction or production should start with a blueprint or a plan of what you’re building. Therefore, the same is true for video production for small business. Start with some basic foundations and your final video will be much more successful.

Determine the Right Length of Your Video

The length of your video matters, especially for video production for small business. You have only a few seconds to capture your audience’s attention at the start of your video. Then you have to keep that engagement.

The click away rate rapidly increases the longer the video. Make your video a short as possible, while still getting your message across.

Design Your Video for Viewing on Mobile

More and more of your viewers will watch your video on their mobile device. So you have to consider the format for presenting your video.

The options for viewing video on mobile devices are:

  • Horizontal
  • Square
  • Vertical
  • A hybrid of horizontal or square formatted with text or graphics above and below the video

There is no one right answer. If you’re publishing one video for viewing on both desktop and mobile devices, then choose a format that will work well, if not ideally, on both. A horizontal format might be best for this.

If you have the capability of serving different videos to different types of devices, then format the video for each device. For example, you could format a horizontal video for use on a desktop, while formatting that same video with graphics above and below the video to serve on a mobile device. Remember, most views on a mobile device will be done with the smartphone or tablet being held vertically.

And finally, remember that many views on a mobile device, as well as on desktops, will be started with the sound off. They might be completely viewed with the sound off. So consider adding subtitles to your video.

Plan Your Video According to Your Budget

The budget for your video does matter, but it’s not the only factor in producing a good video. If you have the budget for professional video production, then your video will most certainly have higher production values, and be more effective at producing the results you’re looking for.

However, if your budget is small, or even non-existent, you can start by producing the video on your own using your smartphone and some inexpensive accessories.

The most important thing is to have a story to tell and then to tell it well.

Good Storytelling Makes for Good Video

Great video is about the art of storytelling. Think about the story in almost any movie. There’s an arc to the story. Usually you’re first introduced to the main character. Then the character has a problem. Following that, most of the movie is about the character solving the problem. Then everything seems fine, but oops there’s one more problem. Then the character solves that and usually everyone lives happily ever after.

Videos for small business should also have an arc to their story. A small business video isn’t like a feature film, but it should lead the viewer on a journey through the arc of the video’s story.

Anyone producing video for small business can learn a lot by studying screenwriting. One of the best books for learning the craft of screenwriting is “The Screenwriter’s Bible” by David Trottier. In the book, Trottier helps filmmakers think in terms of “showing” instead of “telling”, and helps think in terms of a story’s arc. All of this can help create small business videos that are more compelling and that keep the viewer more engaged.

Optimize Your Video For Search Engines

Finally to help ensure that your video production for small business is seen, you need to optimize the video for search engines.

Things you should optimize in your video include:

  • Title
  • Description
  • Tags
  • Custom Thumbnails
  • Cards and Endscreens

All of these will help search engines understand what your video is about and help your video rank higher on search engine results pages.

Start Creating Your Video Production for Small Business

Just as with any type of construction or production, video production for small business takes planning.

I’ve suggested five things to consider in your production. Again, the most important is to tell a story and tell it well.

The feature photo is by Seth Doyle at Unsplash

27 02, 2018

How Effective Is Video Marketing

By |2018-07-13T08:51:31+00:00February 27th, 2018|Blog, Video Marketing|0 Comments

How Effective Is Video Marketing

LumaVox Video Production Services Photo

In online marketing today, content is king. Most of all, video content is a key component of small business marketing. So how effective is video marketing for small business?

Video Trends

Video content is increasing across all social media channels. In addition, this is true for both organic posts as well as for paid advertising. Businesses spend significant time and money now producing video for their online marketing campaigns. Seems like something must be working right.

Here are some video and video marketing trends that we’ll see going forward.

Advantages of Video in Small Business Marketing

  • YouTube is now the second largest search engine. Therefore, you should have a video presence on YouTube, and other sites such as Vimeo. Most of all you will increase traffic from searches.
  • Become the expert in your field by regularly posting explainer videos on YouTube and Vimeo. You will probably increase your organic search results.
  • Start producing video relatively inexpensively. Begin by using technology you probably already have. Just add a few accessories to your smartphone to dramatically increase quality.

Video Marketing is the Way Forward

Finally, how effective is video marketing for small business? It is not only very effective, but most of all it is necessary for small business marketing going forward. The written word will not go away, therefore you should be continuously creating written content. Yet video will continue to play an increasing role in marketing your small business.

The featured photo is by ShareGrid on Unsplash

19 02, 2018

Online Marketing for Local Small Business

By |2018-07-19T08:48:22+00:00February 19th, 2018|Blog, Small Business Marketing|0 Comments

Online Marketing for Local Small Business

local-business-marketing

You know the old ways of marketing for small business such as print, TV, and radio don’t work as well as they use to. We’re in the digital age now. So what do you do to take advantage of the opportunities in online marketing? Here are posts from two resources with information on online marketing for local small business.

Does Google Rank Still Matter?

Google continues to change its search engine algorithm, and as Google goes so goes the rest of the industry. Matthew Barby at HubSpot suggests that overall keyword ranking won’t be as important going forward. Instead, searches will show results based on previous search history, as well as being device specific and geo targeted.

“Ultimately, Google will deliver results that are personalized to a user based on their search history. This means that if I were to search for a query like “electric cars” and I’d previously been browsing the Tesla website, it’s a possibility that Google would tailor the rankings of the search results to show Tesla near the top.” — Matthew Barby

Help With Online Reviews

The folks at Small Business Trends have advice on how to earn more online reviews.
They include:

So keep focusing on creating content with keywords and keyword phrases, but realize that as we move forward Google will consider these keywords within the context of the searchers history, device, and location.

Manage your reviews. You know the pluses and minuses of reviews. In the long run, it’s important to stay on top of them.

Featured Photo by Ian Baldwin on Unsplash