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.


 

Celebrating a Vibrant Community with Fig

Fig Industries is a humble but mighty media powerhouse. They are based in Lancaster, PA and produce content for a number of regions including their high-end local guides for Bethlehem, West Chester and even Columbia, SC. They provide marketing, packaging and branding services for clients who appreciate beauty and authenticity.

Fig chose to work with MAKE on this video illustrating the Lancaster culture in which we share and helping to bring unwavering clarity to Fig’s purpose.  We love giving our clients great storytelling experiences. It seems that’s what they got! Here is what Deborah Brandt, owner of Fig Industries and creator of Fig® Magazine had to say:

It’s not enough to have the latest, greatest equipment to capture a story through video—the team at MAKE listened to us, they understood the story we wanted to tell through our commercial, and then guided us through the process. In the end, we have a commercial that we are proud of, and because of the likes and shares of our first ever Fig commercialwe think the community loved it too!

Enjoy the fresh film!