The LumaVox video marketing blog category contains articles about video marketing.

6 12, 2018

Using Drone Video in Small Business Marketing

By |2018-12-06T18:28:18-04:00December 6th, 2018|Blog, Small Business Marketing, Video Marketing, Video Production|0 Comments

Using Drone Video in Small Business Marketing

DJI Inspire Drone

Drone Video Adds Another Level to Small Business Marketing

The use of video as part of a small business marketing strategy continues to grow by leaps and bounds. An astounding 54% of customers want to see more video content from businesses. Savvy small business marketers are working hard to meet that growing demand. More and more they’re finding that using drone video in small business marketing improves that new content.

With the increased video content available to consumers comes the challenge of how to make that video content engaging. A video isn’t worth much if a viewer doesn’t want to watch it. As a small business marketer your job is to tell the story of your business or your client’s business and spread their message. It doesn’t help tell that story or spread that message if the viewers click away early in the viewing. At least it doesn’t help much.

The latest trend to help with that viewer engagement is drone videography. Aerial footage is a powerful tool that businesses can use to help increase viewer engagement. Drone videography can add an elegance and bring a fresh perspective to video content.

Drone Technology

The days of needing to book time in a helicopter in order to get good aerial footage are long gone. Helicopters are fun. They’re also very expensive to operate.

Today’s drone technology offers videographers high quality and sophisticated platforms to capture aerial footage and create videos that are engaging. The technology is amazing, and the footage drones capture can be stunning.

Drones come in all shapes and sizes.

Phantom 3SE Drone

Drones used in commercial videography for small business marketing usually:

  • Have four or more rotors that provide lift
  • Weigh less than 55 pounds.
  • Are flown by one Pilot in Command who also operates the video camera
  • Have a camera that can record High Definition video for use in online marketing
  • Transmits an aerial view in real time to the Pilot in Command while flying

Types of Businesses That Stand out From the Crowd by Using Drones

Any business can use drone aerial footage to help reach potential customers. The possibilities are almost endless and range from aerial footage of properties to highly choreographed sequences woven into a film narrative.

Some businesses particularly benefit from the unmanned aerial technology, including:

  • Real estate agents
  • Hotels and resorts
  • Sporting venues such as golf courses
  • Weddings and family events
  • Residential and industrial contractors

In fact, real estate is the second largest industry in the United States that uses drone technology to reach potential clients. I’m sure you can understand why. Beautifully filmed aerial shots of a property adds that extra movement and punch that helps keep viewers engaged.

One thing to avoid is to seem like you’re doing drone marketing. You should have the aerial footage add to your video and to your messaging but not be about the aerial footage. You’ve probably seen drone videos that go on and on for minutes on end. The video usually gets boring pretty quickly. Instead, use the video footage to just add a little extra movement and perspective here and there. Focus on the story you’re telling in your video, and not on the techniques you used to tell your story. That way your audience will be more likely to engage longer with your content.

Certification Required for Commercial Drone Flying

Operating a drone for any type of commercial use in the United States requires certification by the FAA, the Federal Aviation Administration. The FAA is the same agency that regulates the commercial airline industry. Any use in which you trade money, goods, or services in exchange for drone operation, is commercial use. That includes if you’re filming aerial footage yourself and using it in your marketing. For example, if you’re a real estate agent using a drone to help with property listings you will need FAA certification.

So for example if you operate a golf course and you trade some rounds of golf with someone who films drone footage, you are engaging in a commercial drone operation. In that case, the person needs to have FAA certification to operate the drone.

In addition to FAA certification for commercial drone operation within US airspace, insurance underwriters also require the FAA certification. Drone technology is very safe, however things can go wrong. Drones can weigh up to 55 pounds according to FAA regulations. Should something go wrong, an object of that size can cause serious property damage, personal injury, or even death. Obviously in such cases, the liability issues can be significant.

An FAA Part 107, Remote Pilot Small Unmanned Aircraft System, is the certification required for commercial drone operation in the United States.

Certification

Be sure the videographer you hire has this FAA certification. Or obtain one yourself if you’re going to be filming your own aerial footage for commercial use.

Keep Your Video Marketing Fresh

You probably know the statistic. Viewers click away from more than 80% of videos in less than 20 seconds. No matter how long the video is.

Technology keeps moving at a rapid pace. Customers and clients, or potential customers and clients, expect businesses to keep up with the changes in technology. That includes changes in content they consume.

To keep them engaged you need to keep your videos fresh. Aerial footage using drones can help you do that.
Used in the right way, drone videography adds that extra sparkle that viewers love.

Featured photo courtesy of Mitch Nielson.

17 07, 2018

A Guide to Video Marketing for Real Estate

By |2018-07-19T08:44:47-04:00July 17th, 2018|Blog, Video Marketing|0 Comments

A Guide to Video Marketing for Real Estate

A Guide to Video Marketing for Real Estate - LumaVox

In one average month, producers upload more video content to various platforms than legacy TV networks have created in over three decades! That’s staggering. So of course it’s necessary that real estate agents and real estate marketers address the audience that is demanding this video content.

But where do you start? Here is a guide to video marketing for real estate agents and real estate marketers.

The Property Tour Video

The most important video to start producing is the property tour video.

This is the video that highlights the property listing. It helps create the image in the mind of the viewer of what it would be like to live in the property.

Shows such as those on HGTV will often have a home buyer say something such as, “I can imagine us having coffee out here on the deck”. The property tour video helps create that “coffee on the deck” feeling in the buyer.

The Community Highlights Video

As with the property tour video, the community highlights video helps create an image in the buyer’s mind of what it would be like to live in that particular neighborhood and community.

These are the videos that showcase shopping, recreation, schools, and cultural amenities in the community.

The videos can stand on their own, or you can incorporate community highlights into the property tour video itself, such as we did for the property in this video.

Industry Expert Videos

Are you an expert in the real estate industry? Then let everyone know in YouTube expert videos. Just as you may need a guide to video marketing for real estate, your customer leads need a guide to navigating the real estate buying and selling process. Be that guide!

People will be searching for answers to specific real estate problems, so keep each video to one topic. That will help with getting traffic for searches on that particular topic.

Keep them short. That will help with keeping the viewer engaged until the end of the video. In this way, you’ll be building trust with the viewer. They’ll know that you’re not wasting their time. Therefore, they’ll be more likely to watch another of your expert videos.

Pre-Produce the Video

The first suggestions for a guide to video marketing for real estate were about the types of videos to produce. Now we’ll look at the process of creating and distributing the video itself.

Pre-producing your video takes your vision for the video and plans out how you’re going to execute that vision. The available time and money you have limit your options. In the pre-production stage, you can figure out what’s possible regarding equipment, location, time allotment for shooting as well as editing, and on camera talent as well as voice over talent.

You can read more about video production here.

How to Write a Video Script

The script is the blueprint for how you’ll film your video. With a script, you’ll know what shots you need to get. It will then be much easier to film the video.

You don’t necessarily need to write out every word that will be in the voice over or that your on camera person will say. The script though does need the general bullet points you want to hit in the video, and an idea of what to show in your shots to illustrate each of those bullet points

Here are some key points to keep in mind as you write your video script:

  • Make your video be about one thing
  • Know your audience
  • Write as if you’re having a conversation
  • Write for the stage of the buyer’s journey
  • End with a call to action

You can read more about how to write a video marketing script here.

How to Edit Your Video Content

Editing is the final stage of your video production before you publish your video.

Some key steps in editing your video are:

  • Import and organize the media
  • Edit the dialog tracks
  • Add music tracks
  • Add b-roll clips
  • Edit motion and color correct
  • Add lower thirds and cards
  • Add transitions
  • Export the video

You can read more about how to edit video here.

Film Your Video

A key decision in planning to film your video is what equipment you’ll need and use. The equipment choices range from high end profession equipment to smartphones.

If you’re going to use a smartphone, consider adding some accessories to take the video quality to the next level:

You can read more about equipment to film video on a budget here.

Host Your Video

Next, upload your video to a video hosting platform.

Of course the most popular is YouTube. It’s also free.
Consider using Vimeo if you want more professional hosting options. Vimeo paid plans start at $7/mo billed annually.They also have a free basic plan with fewer options if you want to try out the service.

Promote Your Video

After publishing your video you should promote it to help gain audience.

Promotion platforms include:

You can promote your video on these platforms with both organic postings and, aside from most blogs, with paid advertising.

Of course include the video in the listing itself.

Final Thoughts for A Guide to Video Marketing for Real Estate

More and more buyers are watching videos to help them make decisions in their buyer’s journey. It’s true across all market segments, including real estate. So start today and plan to incorporate video in your real estate marketing efforts!

19 03, 2018

How to Write a Video Marketing Script

By |2018-07-13T08:54:41-04:00March 19th, 2018|Blog, Video Marketing|0 Comments

How to Write a Video Marketing Script

How to Write a Video Marketing Script

Planning a video production is similar to planning any type of construction. With this in mind, you need a plan and then you need to execute that plan step by step. Most marketing videos have a script, or at least an outline of the points that the video will cover. Whether the script is fully written out, or is bullet point form, it is the first step in constructing your video. As a result, if this process is new to you, the first thing then is to learn how to write a video marketing script.

Make Your Video Be About One Thing

If you have a lot to communicate to your clients and leads in your video, it’s better to break the subjects out into several videos instead of having them all be in one. Don’t make your marketing video too long.

This will help your video in several ways. It will help engage of the viewer.  For example, they might have interest in only one of your points.

Particularly, it will help with the search engine optimization of your video. Therefore, the SEO of your video should concentrate on a keyword or keyword phrase. Obviously that helps search engines know what the video is about and will help the video rank higher.

Know Your Audience

Know your audience. It’s key to learning how to write a video marketing script. The video should speak to your audience’s concerns and problems. You should write the script in such a way that the audience thinks you’re talking directly to them in the video. As a result, your audience will tend to stay more engaged with your video.

Write As If You’re Having a Conversation

The best scripts for marketing videos speak directly to the viewer and in a style that is personal. Therefore, it’s like having a one on one conversation with your viewer. Make the viewer feel as if you’re talking only to them.

The site Printwand has practical advice on how to write your script with a conversational style.

The tips include:

  • Shorter sentences
  • Use common words
  • Ask questions
  • Write with an active voice
  • Write like you’re telling a story to a friend

Write for the Stage of the Buyer’s Journey

Each of your leads is at some stage in a classic buyer’s journey.

The stages are:

  • Awareness stage
  • Consideration stage
  • Decision stage

First in the awareness stage, your lead is just learning about the nature of a problem they have. Second at the consideration stage, they’re learning about the various solutions to their problem. Finally in the decision stage, they’re trying to decide who or what to use to solve their problem.

Being aware of the buyer’s journey will help your video be more relevant to your viewer. For this reason, try to write your video script so that it speaks to one of these three stages of the buyer’s journey.

End with a Call to Action

Finally, end your script with a clear call to action. What is it that you want your viewer to do? What is the next step that you want them to take?

The call to action is not necessarily about converting a viewer into a customer. If a viewer is at the awareness stage, they will be more interested in learning about solutions to their problem than they will be in using your company as the service provider. Therefore, it’s more appropriate to have a call to action that offers them more information about the various solutions to their problem.

If they’re at the consideration stage of the buyer’s journey, a good call to action could offer the viewer more information about the services your company can provide.

It’s only at the decision stage that you ought to have a call to action that would directly convert them from a lead into a customer.

Last Thoughts on How to Write a Video Marketing Script

Before you pull out your video camera or smartphone to film your video, take out a pen and paper. Jot down a bullet point draft of what you want to say in your video. It’s the first step in how to write a video marketing script. If you follow the points in this post, you’ll have an easier time with filming your video and will end up with a more successful marketing video.

The featured photo is courtesy of  rawpixel.com.