5 Reasons Why Video is Essential for Your Business

Video is crucial for your content marketing plan and your online presence.

Whether it’s for information, entertainment, or both – video has taken over the internet. Cisco projects that video will account for 69% of consumer internet traffic in 2017, and that this number will continue to rise to 80% by 2019. Knowing video is the king of internet content, let’s break down a 5 reasons why it’s essential for your content marketing plan.


1. HIGHER SEO

Focusing on search engine optimization (SEO) is a crucial part of every digital marketing strategy. According to Google, “SEO is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.” In an article published by Moz, search engines assume the more popular a site is, the more valuable the site’s information is. So, the more engaging your online content is, the more visitors will come to your site, resulting in your site ranking high in a Google result. Video is the best way to engage your site visitors because it immerses them and keeps their attention more than pictures and copy can.

2. INCREASE CONVERSION RATES

Conversion rates, the percentage of users who take a desired action, grow exponentially whenever video is present, and these rates help your company’s SEO soar. Video can increase conversions by 30% and email click-through rates by 250%, according to Video Explainers. The more engaging the content, the more conversions! In fact, just using the word “video” in an email subject line boosts click-through rates by 65%. Try it out on your next eblast to see how well your rates are compared to past eblasts.

3. STRENGTHEN YOUR ONLINE PRESENCE

With today’s use of technology, having a consistent content-rich online presence is just as important as having a quality product or service. The accessibility and authenticity of videos helps strengthen that online presence. Consumers visiting your website want to know who you are so they can connect to your message. Including videos on your site, be that a “how to” video or an identity film showing off who you are, helps sell your product or service exponentially. At MAKE films, we created an identity film to showcase our culture and the people behind our service in an authentic and creative way. Each company has a message to communicate, and building your online presence through video is a great way to tell it.

4. TAKE SOCIAL BY STORM

It is no secret that video is taking over. With YouTube being the second largest search engine on the web, video dominates the social media world. According to Buffer Social, Facebook videos, on average, have 135% more organic reach than a Facebook photo. Social users WANT to watch an engaging video. They will stick around to watch one far more than they will for a picture with a long caption. TechCrunch found that on Facebook alone, 8 billion videos are watched every day. Visitors consider video more engaging because it requires less cognitive strain, which makes it the most effective method for reaching your target audience.

5. STRENGTHEN EMOTIONAL CONNECTIONS

Millennials, more than any other generation, want to be emotionally connected to companies they buy from. Video can elicit emotions that other mediums simply cannot replicate. According to Simon Sinek in his TED talk, “Start With Why,” “People don’t buy what you do, they buy why you do it.” Video allows you to easily communicate your “why” and connects your business with your viewers in an authentic way.


Engaging, shareable, and memorable – video is able to create a lasting impact for businesses across all communication platforms. Video is (and will remain to be) the king of content marketing. If you’re ready to create impactful video content for your business – give us a call, send an email, or stop by our studio to get started.


 

Benchmark Lights the Way for Memory Care Facilities

Through immense attention-to-detail and applying the latest in scientific research, Benchmark Construction built Brookside at Cross Keys Village.

Benchmark Construction, a construction company serving the healthcare, senior living, higher education, and commercial specialty markets, recently completed Brookside at Cross Keys Village, a state-of-the-art memory care center built with the architectural firm, SFCS.

Well-versed in video marketing, Benchmark’s VP of Market Growth and Innovation, Marcus Grimm, knew he wanted to tell the story of the memory care center in a focused and concise way, and enlisted MAKE films’ services to bring his vision to life through the creation of a case study video.

Instead of focusing heavily on Benchmark throughout the video, Grimm knew the story here was how all three partners; Cross Keys Village, Benchmark, and SFCS, came together to create a groundbreaking facility focused entirely on innovative memory care for those suffering from early to mid-stage dementia. Through the incorporation of the latest scientific research, Brookside at Cross Keys Village provides comfort, security, and continuous engagement for its residents, allowing them to age with dignity.

Watch the final product below.

Since completing the project, Benchmark uses the case study video at trade shows, for online marketing, and during marketing presentations. SFCS uses the video as well for marketing purposes.

We are very excited to continue working with the forward-thinking minds at Benchmark. Stay tuned for more to come in 2017!


 

Watching People Watch Sandwiches: Isaac’s TV Commercial

Isaac’s, a local restaurant chain in South Central Pennsylvania, is known for one thing: great sandwiches named after birds. According to Isaac’s website, one of the reasons they began naming their sandwiches after birds was because, “bird names were simply so much fun! People always would laugh when they ordered a Gooney Bird or a Tufted Titmouse or a Cockatoo.” Knowing this, when Isaac’s approached MAKE films last spring to produce a commercial that offered a fresh take on their brand, we knew we had to come up with a playful concept that made viewers laugh.

THE PROCESS

We believe research is key to creating an impactful commercial that resonates with the target audience. Because of this, we ventured to Isaac’s Downtown Lancaster location to taste-test a wide array of Isaac’s delicious sandwiches. (Side note: We recommend trying the Mallard – our personal favorite, which was featured in one of the commercials.)

After gathering our tasty research, we held a creative brainstorm. Knowing we wanted to highlight Isaac’s colorful restaurant and delectable sandwiches, all while sticking with their well-known bird theme that is foundational to their brand, we came up with the idea of birdwatching. Birdwatching an Isaac’s sandwich to be precise.

Some of our favorite clients to work with are trusting of our vision while also being collaborative throughout the process – and Isaac’s was just this. After presenting our idea for the commercial to Isaac’s, we worked together to fine-tune the concept, ending with a playful and creative way to showcase Isaac’s restaurant, their food, and birdwatching all at once.

In addition to research, creative brainstorms, and concept creation, MAKE handled script writing and the casting of actors and voice over talent for the commercial.

THE MIGRATION

After viewing the final commercial intended for the web, Isaac’s immediately knew they wanted to increase the scope of the project and turn the web videos into TV commercials. To accommodate this change, MAKE created 30 second cuts of each video for Isaac’s to use in their TV spots. In addition to airing these commercials, Isaac’s shared the original web videos on social media.

THE RESULT

Along with making Isaac’s happy, the videos were well received online. To date, the two web videos have received a combined total of over 136,000 views, over 900 reactions, and over 120 comments on Isaac’s Facebook page.

Watch the final product below.


 

Imagine Adam: Uplifting Athletes

We enjoyed working with Pavone Advertising to create 90 and 60 second commercials for Uplifting Athletes. Uplifting Athletes is a national nonprofit organization aligning college football with rare diseases and raising them as a national priority through outreach, research, education and advocacy.

We also joined forces with Scott Shirley, the founder of Uplifting Athletes, and ESPN reporter, Suzy Kolber. Kolber can be heard doing the voice over for both commercials.

For more information on Uplifting Athletes, visit www.upliftingathletes.org

The Extraordinary Give: Event Video

On Friday, November 22, the community of Lancaster, PA lit up the streets with the Extraordinary Give Event. Businesses and individuals in the community raised over $3.2 million for local non-profits. The ground was stamped with “The Extraordinary Give,” Lapp Electric celebrated with PRiMa Theatre and organized a flash mob, and Hotels were lit up with bright colors. We were there to film and capture all the excitement in case you missed it!

Lancaster Chamber Expo: Launch Party Video

Recently, we were invited to attend the 2013 Lancaster Chamber of Commerce & Industry Expo Launch Party. We had the chance to film over 200 exhibiting companies, with an anticipated 1,500 business professionals from the local area. 

“There’s simply no other event in  Lancaster County that enables companies a more affordable way to achieve their marketing and networking goals than The Chamber’s Business Expo.” – The Lancaster Chamber of Commerce & Industry

The Launch Party consisted of friendly business-to-business information, games, food & drinks, along with a variety of networking with professional businesses.

For more information on how you can become involved next year, visit: Lancaster Chamber of Commerce & Industry.

In White Bridal Boutique: Informational Commercial

Not too long ago, we had the pleasure to meet with Shari Kendall, Owner of In White Bridal Boutique, located in Lancaster, Pa. She had mentioned that she was interested in providing guests and brides advice that they could access for tips on Bridal Gown Basics. We knew we could help, so we started filming, and Shari Kendall shared everything she knew about bridal gowns, from fabric to avoiding embarrassing moments, she covered it all.

For more videos on tips and tricks from Sheri Kendal visit: Bridal Gown Basics.

ModernEYES Home Party: Event Commercial

Need a new pair of eye glasses? Don’t worry, ModernEYES Optical throws home parties!

At home parties, ModernEYES Optical lets the glasses come to you. We got to film a home party recently, and it was an enjoyable party. Guests were laughing, picking glasses, trying glasses on, getting opinions from friends and family- which can sometimes help make a decision. These parties are social events and confidence boosters. Some people don’t like trying on glasses at the mall, or they don’t like the long sale pitch, so they throw home parties! Find something that fits your  personality, in the comfort of your own home!

ModernEYES Gives Back: Event Video

John Ressler with ModernEYES Optical invited us to the ModernEYES Optical Eyeware fundraiser event, Vision For a Better Community.

At this event, we witnessed guests buying glasses, not only for themselves, but for the community. When guests bought a pair of glasses, a voucher for a free pair of glasses would be available for local kids in need. With events like this, ModernEyes is able able to give $35,000 back to local nonprofits to charities in the community.

Lancaster County Center for Plastic Surgery: Commercial

Lancaster County Center for Plastic Surgery (LCCPS) provides cosmetic and reconstructive services specialized to fit each individual patient’s needs and goals. Their brand is focused on bolstering self-confidence by improving outward beauty to match one’s inward beauty. Their aim is to provide a comfortable, understanding environment for clients to feel free to express their desires.

Check out the commercial we produced for LCCPS below.

Cavod Academy of the Arts: Fundraising Film

In June 2013, Cavod Academy of the Arts, a nonprofit performing arts school in New Holland, PA, partnered with Indiegogo to raise funding for their new facility. For years, the academy functioned out of a space that quickly grew too small for the amount of students and classes they were accumulating. In 2013, it became time for a change. This change led them to the former Fashion Bug storefront in New Holland.

The transition didn’t happen in one fell swoop – the new facility had a lot of space, but not much more to offer. That’s where this fundraising effort came into play. Check out the video below to see exactly what was lacking, and how Cavod Academy combatted their need to provide an excellent performing arts facility for their students.

Cavod’s fundraising efforts through Indiegogo, an international crowdfunding platform to raise money, led to the raising of $10,000. What a success! Individual classroom, ballet barres, and more are on their way to creating a high-quality performing arts space for the Academy of the Arts.

Find out more about Cavod Academy here.

Mixed Up Productions: Commercial

We recently had the opportunity to create a commercial for Mixed Up Productions. This team of DJ professionals is top-notch – one to take your party off the charts!

Mixed Up Productions is a full-service DJ company, with eight stellar DJs to get your guests on their feet. They offer multiple add-on options, including lighting design and a photo booth with props.

Women Against Abuse: Dish It Up Event

In March, we had the opportunity to be involved with a passionate women’s advocacy program based in Philadelphia, Women Against Abuse. The strongest advocate for victims of domestic violence in Philadelphia, the program seeks to promote awareness, shelter, and healing to victims of abuse.

Women Against Abuse hosted an energetic culinary fundraising event this March, Dish It Up. Top female chefs from the Philadelphia area competed for various awards, including the coveted Purple Plate Award. From fashion contests to purple cupcakes, this event was not one to miss!

ModernEYES: A Stylish Optical Care Center With a Heart For Giving

Located in Park City Mall in Lancaster, ModernEYES seeks ways to give back to the community. By hosting charity events, they give a pair of eyeglasses to a child in need for every pair sold. Similarly, the business has partnered with local school districts in a give-back program, in which underprivileged children can receive a pair of eyeglasses when their teachers in-turn purchase a pair from ModernEYES.

Since 2011, ModernEYES has raised over $30,000 for local charities. They have also been featured on WGAL & Channel 11 news for their charitable work. Check out their website for upcoming charitable events, promotions, and other programs.