Video Marketing for Business

We’ve heard it for years now. In marketing, “content is king.” And as marketing strategies have evolved, so has the definition of ‘good content’ - it’s expanded along with consumers’ changing interests and attention spans. Using video in a digital marketing plan not only makes sense, it’s considered a necessity at this point. 

The benefits of using video in your marketing strategy are numerous. The medium is versatile, attention-grabbing and perhaps most important, highly sharable among your fans. Utilizing both visual and aural elements, video is an excellent format to inform and educate while entertaining and building trust

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Show, Don’t Tell

At Talkington Media, we believe the best way to tell a story is to show the audience what we want them to see. Going through the process of creating a video and distilling our message down into an easily consumable format makes us better communicators all around. We don’t have to spend time explaining what is important because in using video, the emotional impact created by engaging the viewer with sights and sounds happens naturally. 

Brand Awareness Grows

As mentioned, video can illustrate the benefits of your product or service in a concise and meaningful way. Video helps your audience understand your brand’s values while reinforcing trust in your company. And because people are eight times more likely to watch a video than read an article, it just makes sense to give them what they want. Adding a product video on your landing page alone can increase the rate of conversions by 80%! 

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Search Engine Optimization and Video

We live in a click and share world, plain and simple. Our audiences enjoy being able to share informative and entertaining content with their friends, family and colleagues. Providing valuable video content to them encourages social shares as well as invites them to stay on our websites for a longer period of time. Facebook video shares have now surpassed those on Youtube. Your email recipients are 200-300% more likely to click through to your website if you include a video in your message. Video content has a strong appeal to mobile users. What does this all mean for your company? All of these clicks and shares will generate a higher search engine ranking for YOU. One piece of video content can be promoted on several platforms and repurposed time and again. Your ROI in using video will be evident as interest in your brand, company and product or service grows.

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Getting Started with Video

Interested in using video in your sales strategy? Contact us to find out how we can help you implement your video marketing plan! Whether your goal is to educate, inform, advocate or simply entertain, we can help you get started with a professional video to suit your needs. 

A Quick Look Back at 2017 with Talkington Media

There’s no way that I could have enjoyed a lifelong career in filmmaking and photography without the support of wonderful clients, friends and the many cool people met along the way. As 2017 draws to a close, I’d like to give thanks to everyone that’s been a part of the journey, and I’d love to share a quick look back at the past year with this short, sixty-second video. I hope you can take a minute to watch and that it might prompt you to remember some of your own cherished moments from the past year.

Best Wishes for the new year, 
Jim T. 

High-End Retail Business Video: DHR Guitar Experience

Not long ago, DHR Guitar Experience found themselves in quick need of an overview video for their retail store and online business. I received their call on a Friday and a week later the finished video was being shared online.

 

I could tell that DHR Guitar Experience was an exceptional business from the first moment I stepped inside. The beauty of the guitars and the renovated house used to display them, along with the warm and welcoming atmosphere, made me feel immediately at home, as did owner Dale Rabiner and staffers Terry and Chris.

As with every project, we started with a discussion about the business and the key points. What really stood out to me were the warm atmosphere, the quality of the inventory (including handcrafted guitars from premier luthiers), and Dale’s passion for the business (and, specifically, left-handed guitars). My notes from the discussion were then converted into a two-page guide for the shoot.

In creating narration for video, I most often prefer to casually interview subjects in order to receive genuine responses, as opposed to working with tightly scripted words. It’s so much better if subjects are prompted to relay their message naturally and in their own words. That’s what I refer to as the “friendly, editorial style” of Talkington Media, as opposed to canned marketing techniques. Today’s savvy media consumers can definitely tell the difference between an honest, authentic story and heavy-handed advertising.

I am pleased to report that Dale dubbed the finished video “Fantastic!” and we’ve already launched into additional projects, including recent two-camera coverage of the DHR Guitar Experience grand opening celebration event.

Are you a business in need of video detailing your products or services? Or a nonprofit that seeks to motivate decision makers, members, or donors with online video? I am always happy and available to discuss your needs and potential solutions.

Sincerely,

Jim T.

Video Storytelling : University of Cincinnati Cultural Diversity and Inclusion

I recently completed a video for the University of Cincinnati to reward the Department of Chemistry for the success of their cultural diversity and inclusion initiative. Through strategic and deliberate efforts beginning in 2005, the UC chemistry program has effectively elevated their program by broadening diversity. 

 

Since this video was conceived as a reward for the department, they were instrumental in helping guide the message. When asked what they, as a department, would like to convey, they didn’t hesitate: “fun” and “family” would be the operative words. The Office of the Provost, the presenters of the award, desired an inspirational model for other departments to follow. The marketing department wanted a piece that would appeal to a diversity of potential students.

I am happy to report that the video has been celebrated by all invested parties and recognized for its realistic storytelling. In addition to filming at the university, we also attended a couple of timely external events to add variety and perspective to the footage. A microsite celebrating diversity is also being discussed as part of the project, where complete interviews and unused footage can be further leveraged.

As your business or nonprofit budgets for online marketing, let this be a reminder of the power of video in telling the story of your key priorities and initiatives. What are you currently working on? I would enjoy any opportunity to discuss your ideas and the possibilities.

Sincerely,

Jim T. 

Video for Nonprofit Organizations : Bringing theatre arts to underserved middle schools

I firmly believe that the arts are an essential component of every child's education, so this project has been especially gratifying. It has also been quite familiar, as I am the former Director of New Media for the Educational Theatre Association (EdTA), the sponsoring organization.  

The JumpStart Theatre pilot program was launched in the 2015-2016 school year in order to create sustainable theatre arts programs in middle schools where there currently are none. Three schools in the Greater Cincinnati area were chosen for the program's initial year and this video documents that journey. 

Happily, both the JumpStart Theatre initiative and the resulting video have received universal praise from those invested. Looking back at the creation of this video, it is easy to identify a few key elements that I feel contribute to the effectiveness. 

1. Early planning and investment in the video process.  It was a strategic decision to periodically document the first year of the program. Footage collected throughout the year was shared quarterly with invested parties (donors, board, staff) as welcomed program updates. Then, at the conclusion, all of the assets were on hand to create the comprehensive overview video shown. 

2. A collaborative client/vendor relationship. Being a first-year program, there was no ready template for how to tell this story. The truly collaborative relationship between Talkington Media and EdTA allowed us to evolve the storytelling together in order to meet objectives. For example, the script for this video was an initial draft by EdTA that was refined together. They also provided the voiceover talent. 

3. An editorial approach to coverage (as opposed to a large commercial production). I often work with a small team or as a solo filmmaker, which allows capturing genuine moments and commentary without the distractions of a larger production team. Stitching together the sincere and unrehearsed commentary of the subjects, collected over time, is a key component to the story. 

Do you have a story that needs telling? Or questions on how video can benefit you, your business, or nonprofit organization? Please do not hesitate to let me know by email or phone. 

Thanks,
Jim T. 

513-519-8587

jim@talkingtonmedia.com