Pawpro Media’s Take on DIY Video for Business

The latest video produced by Pawpro Media is a good example of a business’ use of video, as well as a good example of why there’s a separate time and place for professionally produced video in contrast with do-it-yourself (DIY) content.  The video link below for a top-tier commercial real estate firm, Griffith Properties, LLC, would be hard pressed to produce a video of this quality, which includes animated graphics,  as well as professionally mastered music and voice-over.  The attention to the quality of the video sends as big a message to viewers, as well.   Businesses should care about maintaining a standard.

A self-produced video runs the risk of diminishing the reputation of a professional entity because of poor production quality.  Viewers fail hear the intended message and only notice that the company wasn’t willing spend the time or money to produce a professional looking piece.

As a myriad of industries slowly warm to the idea of providing video content on their websites and social media outlets, some get cold feet when presented with the price tag for a professionally produced segment.  To make matters worse, they fail to contemplate or recognize the cost of repairing their reputation from cheaper, poorly produced and planned media efforts.

So, who can use DIY video, and why?  The successful applications of homespun video have generally come from small entities, non-profits or individuals where the expectations and criteria for judgement is far different from the professional world’s.  And even then, there are plenty of examples of non-profits turning to video professionals and graphic artists to produce videos that look good, sound good, or if nothing else, leave you with a good feeling or call to action with homemade color and composition.  In some cases a video professional might be willing to produce at a lower cost for a good cause.

I have over twenty years of experience in video.  I’ve seen the industry adapt and change with technology.  When I started in the business one inch tape was still the preferred master format and professional editing could only be accomplished in a large editing suite that cost tens of thousands of dollars, which was way beyond the means of small business.  Today,  most online media projects don’t require top-level production, but they do benefit from professional eyes and ears and knowledge of the technology.

If you have a video project and need advice about where to turn to get it started, give me a call.  You tell me what you want to do and I’ll tell you how to get it done–with Pawpro Media, another video professional, or on your own.

Vine Brings New Approach to Video’s Online Appeal

There’s a new video app in town! Offering a new and creative option for anyone wanting to find an online audience. It’s called Vine, and it allows users to create six second videos. Besides the time limit, what makes it even more unique is the stop action, frame by frame, manner in which users can cut from shot to shot as they build their videos. It’s leading to some very creative storylines and visuals. Too soon to tell if business will embrace the new platform for marketing purposes, but a tool such as this in the hands of performers and artists is pretty sure to lead to fun results. After only two weeks of going online a number of users have gained a sizable following. See some examples from Pawpro and others below.

Business Benefits of an Inbound Marketing Strategy Via Video, Blogging and Social Media.

Pawpro Media Video

The benefits of inbound marketing via blogs, social media, content publishing, and search engine optimization grows stronger with each passing year, and statistics now show it surpassing outbound marketing both in effectiveness and cost per lead.   A recent survey of 644 companies entitled, The State of Inbound Marketing, shows a shift in marketing budgets away from the conventional outbound tactics of direct mailings, phone solicitations, and print marketing.
Instead, companies are opting for marketing sources that bring in customers who are actively looking for information about their products online.  The Internet has become the vehicle of choice and convenience driven by consumers searching for products and services through blogs, Facebook, Twitter, and LinkedIn.  And, all of these approaches utilize multimedia to increase organic search results and pull-in active consumers.

This survey distributed by HubSpot showed that the more companies directed their efforts towards inbound marketing, the greater the reward in the form of more leads at a lower cost per lead.  Specifically the data showed that outbound marketing efforts cost $373 per lead, while inbound marketing efforts cost $143 per lead.  In a struggling economy this is a price differential which has not gone unnoticed by businesses.  In the survey, most companies said they plan to expand their use of inbound marketing in 2011 because of past successes in this arena.  In fact, 27% of these companies consider blogging, social media usage critical to their businesses, and 85% dubbed these mediums either “useful”, “important”, or “critical”.

Pawpro Media produces high quality, creative videos that motivate and cause consumers to respond.  Video is a critical and cost-effective element in an inbound marketing strategy.