A rebrand, website redesign and PR program increase contact form fills by 532% while differentiating edtech provider in crowded space
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We’re hearing an increasing demand from our web clients, “How do I get video on my website?” The YouTube effect is firmly entrenched. People want to show rather than tell and with a simple solution for easily distributing video online, companies are smart to begin leveraging this tool.
The biggest issue is quality. Essentially you have two options. You can rent a studio and a camera crew and do it professionally. This can cost upwards of $10,000. Or you can do it yourself with your own equipment and a copy of Windows Movie Maker. That’s the route most people go, though the quality of the video can be somewhat disappointing.
Last December, I met with Alison de Castro, who recently launched FireFly Media, a new service focused on professional online video. Her company offers a better solution.
Alison’s background is perfect for this, having launched and hosted a product marketing based talk show called “The Morning Blend”. The challenge in this show was to show off a product or service without being too salesy. It was a news show, so it needed to be interesting.
That experience is what makes her new company so compelling. With her relationships forged in Chicago and Milwaukee, she has a crew of professional TV people that allow her to create similar videos for the clients of FireFly Media.
Essentially she creates stories for her clients. Videos that are engaging and that draw in a user to allow them to understand a company’s offering without being actively sold to. At Walker Sands we take a similar approach in our PR efforts, pushing clients to build stories to help better promote their services.
To give you an example I’ve embedded one of FireFly Media’s recent client videos for Jameson Real Estate here in Chicago. It’s less a video than a mini reality television show that looks like it could have been pulled off HGTV.
The video has served to educate consumers about what to expect when dealing with Jameson. If I were a first time home buyer I’d be much more apt to work with a company that showed exactly what the process was going to be like.
They’ve since used the video in marketing campaigns with good results.
Alison imagines a situation where you could do a series of these type of videos and release them on a monthly basis. Something like this would be a great drip marketing campaign for prospects. And we mentioned last month how important video within press releases is becoming.
“Websites can offer great information, but they can’t offer an emotional connection.” Alison said, “Video provides that connection because it creates true engagement. We don’t sell products. We tell stories. That’s a very powerful thing.”
I have to agree. Go check out Alison selling her product with her own video at fireflymediaservices.com.
We’ve already been talking to a number of clients about online story telling and using this as a thought leadership nurture marketing campaign. There are a number of creative ways you can leverage online video, but even at a basic level more people are demanding that you have this channel available to learn about your products and services. Contact us today if you are interested in finding out more about how to build video into your marketing mix. If you aren’t using video today, you will be soon.