Why video production matters more than ever for your business

Just because cable and network broadcasting subscriptions are dropping, doesn’t mean people aren’t watching videos and rich media. In 2016, Google announced that more then 500 hours of video are uploaded to YouTube per minute. That’s right, we said per minute. Last year, that number was only 300 hours per minute. In other words, that’s a 200% annual increase in video production. In addition to user-based video hubs such as YouTube or Vine, streaming video sites such as Netflix, Hulu and PrimeVideo are all on the rise. There is no sign that video production is decreasing – it’s just being consumed in a different way, which is why videos for businesses are becoming such an integral part of the marketing mix. If you’re still on the fence about the value of a strong video marketing campaign, here’s our two cents on the matter:

Videos drive engagement:

Studies show that you have less than 3 seconds to grab your consumer’s attention. So yes, first impressions seriously matter. Three seconds isn’t enough time to read detailed copy about your customer service and product features, but it is ample enough to allow viewers to become drawn into a powerful video showcasing your brand values in a way that makes your audience want to learn more. Good video production will engage your audience and hold their attention longer than text or static images ever could. In a recent study by Implix, companies found that people were 96% more likely to click on an email if there was an introductory video embedded in the content. If the very act of showcasing a video can drive double-digit engagement, imagine what watching compelling videos for businesses has the power to do.

Conversion, conversion, conversion:

We’re not shy. We know your main goal is to drive business and conversion, which is why we love videos. According to Forbes, more than 90% of retail consumers cite video as a key part of their purchase process and that they are 64% to 85% more likely to buy a product after watching an informational video. E-commerce sites such as Zappos and Amazon rely on videos to showcase their products in a real-world setting, while hotels and tourism sites use video to show off their venues and unique experiences, and business service organizations employ video production to explain complicated products or add service value. No matter what industry you’re in, video can capture your value proposition and translate it in a way that drives consumer engagement by building trust and clarity.

Videos help people do business with brands they like:

It’s no secret that the general public trusts social media, user reviews, and viral content more than carefully curated ad campaigns and polished publicity stunts. While this isn’t surprising, the shift has thrown marketers into a tailspin over the past decade. Are marketers becoming obsolete in a world where consumers have the power to oust bad brand behavior and share their real-life experiences with your products? No. But we do need to start communicating with our audience from a place of authenticity and transparency. Corporate video production is your chance to show your brand’s personality from a genuine perspective that allows your audience to choose if your value proposition resonates with their needs. Whether you’re working with user-generated videos or a professional video production company to craft your media, there is something deeply humanizing about watching other people just like us on film. And at the end of the day, most people want to do business with people and brands that they truly like.

It’s okay to be trendy:

Whether you’re a YouTube or Netflix junkie – or neither, the internet has exploded with video content. And each episode of your favorite sitcom and trendy YouTube tutorial usually comes loaded with a video ad. ComScore estimates that more than 45.4% of internet users view at least one video per month. If your audience isn’t watching your viral video that just hit 1.5M views, they could at least be watching the video ad you ran before their next funny dog clip. People are self-selecting video content as a primary way to learn about brands and communicate with each other. Corporate video production gives you the unique opportunity to take advantage of this trend and get in on the action while it’s still a relatively new and emerging media.

The trick to successfully driving video marketing campaigns is to target the right audience at the right place and at the right time. A strong video production company or social marketing agency can help you define your strategy and begin building your voice or help you find tools to serve and measure your audience’s needs. From there, it’s a simple matter of being you and letting your brand shine. Video production can be as simple or as complicated as your budget or taste allows, and it can be as inexpensive or cost-intensive as you’d like. It’s one of the most flexible marketing tools we have at our disposal as well as one of the most efficient. In all honesty, we can’t think of a reason why producing videos for a brand don’t just plain make good business sense.

Are you ready to put video to use when engaging with your prospective audience? Contact our team of video production experts today – we’ll show you how video can align perfectly with your existing branding efforts!

Dear Chipotle: Clickbait isn’t always a bad thing

Let’s get controversial. You’ve probably heard the saying, “no news is good news.” You’ve probably also heard the saying, “there’s no such thing as bad publicity.” But when your company is the target of bad press – such as fast-food behemoth Chipotle’s recent scandal, thanks to the “Chubby Chipotle” smear campaign running in the New York Post – which maxim do you stand by?

The reality is, there’s some truth to both statements. If you suddenly find your brand at the center of unwanted attention, take a step back and remember that your response can radically influence how the public weathers the news. If we were in Chipotle’s shoes – this is what we’d do.

1. ENJOY THE CLICKBAIT:

First and foremost, publicity equals free advertising. We hate to be reductive, but in terms of raw numbers, an article in the New York Post is the public relations equivalent of a $300,000 ad campaign. Even though the article questions Chipotle’s ethics, a feature in the Post means more people will be surfing to the Chipotle site and thinking about their products. And when your burrito brand is at the top of mind, it’s also more likely to be the go-to dinner spot after a late workout at the gym. Clickbait – those scandalous headlines that blur the line between journalism and gossip while begging to be clicked – may not always yield the best online traffic, but they do increase visitors, have the possibility to go viral, and keep people talking about your brand.

2. DON’T FORGET TO ASSESS THE DAMAGE:

That said, we aren’t suggesting that you ignore the gravity of the situation. Take a step back from the immediate impact of the article and ask yourself if the situation is really going to turn customers away. If you’re a loyal Chipotle customer and you see the Chubby Chipotle ads, you may be tempted to surf onto the Chipotle website and join the conversation. If you’re anti-Chipotle, you might want to do the exact same thing. The article doesn’t reveal anything most Chipotle fans or fast-food followers don’t already know, so it may be safe to assume that this story will line tomorrow’s waste bins and little or no response is needed. If you were in Chick-Fil-A’s shoes back in 2012 when they were brought to task over their religious intolerance toward same-sex marriage, this may be a different story. Only your target audience, the severity of the article or accusations, and how brand loyal your followers are can answer that question.

3. DECIDE IF YOU NEED TO RESPOND … AND HOW:

If a response is needed, recognize the power an influx of online traffic and social media attention has on this situation and your brand. You’ve just increased your reach and given yourself an organic platform to handle the situation with grace, uniqueness, and class. A well-timed article, blog post, or Facebook campaign could turn a scandal into a sensation and validate the values your brand stands for. No one likes to be criticized, but a memorable response can make or break the public’s reaction to even the worst faux pas. For example, on August 6, Vanity Fair ran an article chastising Tinder for supporting an unhealthy “hook-up culture.” Thirty-one rapid-fire Tweets later from one of Tinder’s employees, and the abashed dating site went from zero to hero. The company never admitted whether the response was planned or not, but the results prove our point entirely.

We feel for you, Chipotle. But when life gives you lemons  … we recommend that you make a big ol’ burrito with all the fixin’s.

Is your brand in need of some repositioning to positively impact consumer perception? Contact our team of brand strategists today to learn more about how we can help!

How to develop a successful bank conversion marketing program

As featured in an earlier blog post, millennials represent 92 million in the United States and are reaping the benefits of improved financial conditions after bouncing back from the recession hit. These young adults are ripe for new banking relationships and considering new bank products to suit their needs, such as checking and savings accounts. This is the perfect time to convert them into new banking customers but how does one do that with one of the most fickle generations?
Establishing a well-planned conversion marketing strategy is key to success realization. There are numerous formulas and methodologies from which to choose. At BIGEYE, we use a proprietary model called the BIGEYE Conversion Matrix™ (BCM). It starts with preparing your data set, followed by activating your conversion optimization program and unlike other methodologies out there, works with both online and offline conversions.

BIGEYE Conversion Matrix
BIGEYE Conversion Matrix

Here’s how a conversion marketing program may look like for a bank:

Audience data insight

It’s important to not only know your audience but to immerse yourself in understanding them. For example, millennials were born into technology, the Internet, read blogs, and are practically tethered to their mobile devices. It’s also important to note that these young adults are not especially brand loyal and highly influenced by their peers.

Market and audience segmentation

In addition to pulling demographic, psychographic, ethnographic, and technographic insight on your audience, one must also consider the target market(s) and segment the audience into more groups. For example, your branches may be located between a couple of neighborhoods and your audience may be a mix of individuals and companies. The approach toward attracting one segment may be significantly different than the other.

Program KPIs, goals, and objectives

One of the most important stages of establishing your BCM data set is defining your vision for success realization. What are the key performance indicators, goals, and objectives? How will you measure success? Most likely the answer will contain a number of items such as number of new accounts opened, number of bank products upsold to existing bank customers, in-branch appointments booked, number of live chat sessions, branch and ATM location look-ups, etc.

Metrics and benchmarking

Once your KPIs, goals and objectives are defined, it’s important that a form of measurement and benchmarks are set. You may feel that your conversion marketing program is successful but in order to prove your instincts in quantitative terms, you will need to run your result data through the metrics.

CRM planning

Using the right customer relationship management tool and setting it up effectively will ensure that every conversion is organized for future action to be taken. By spending some time planning your CRM strategy, your bank can build an ongoing email marketing program and alert your customer service representatives of a customer inquiry.

SEM planning

Finally, the success of your conversions is tied in part to the quality of traffic your website and/or landing pages receive. A carefully designed search engine marketing program that integrates organic with paid search strategies, will help drive the exact audience you are seeking to convert.

Running your conversion marketing program

How To Develop a Successful Bank Conversion Marketing Program


Once your BCM Data Set is complete, you are ready to launch your program. For new accounts, you may wish to set up dedicated landing pages that are custom designed to provide content specific to the audience segment you wish to attract and the product or offering you wish to feature. One of your landing pages might feature your small business checking account products with clear call-to-action (CTA) messaging directing the user on how to take action. Another landing page might focus specifically on your “no fee” checking account products with a clearly stated “Apply Now” CTA button.

Once your landing pages are created and your SEM program is pointing to them, you will want to test multiple versions of each page to maximize your conversion performance potential.

How To Develop a Successful Bank Conversion Marketing Program

Some of the elements you can test are as follows:

Color – Does the blue button perform better than the red one?

Copy – Are there certain words that resonate more with your audience than others?
Images – Is the photograph you’re using showing someone that is too old or too young? Maybe it’s not the correct ethnicity or the activity of the subject is all wrong.

Content Positioning – Does the user have to scroll down to far to find the CTA button or form? If so, consider trying a version of the page that brings that more prominently above the fold.

As your bank introduces new products, features, branch locations, etc., you will want to make updates to your program so that they correspond accordingly. The more targeted, relevant, and tested your program is, the more conversions you will receive.

In search of additional ways to establish – and maximize – you bank’s conversion marketing program? Contact our team of experts today to devise an innovative approach that both attracts and retains profitable customers.

How to spend your Q3 and Q4 retail marketing dollars

Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations.

1. Better your blog

Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy.

Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads.

2. Look harder at search engine marketing

Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations?  If not, consider where your efforts may be failing.

For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them.

Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes.

3. Focus on Facebook

While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers.

Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions.

4. Go for growth

While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process.

Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season.

5. Optimize email efforts

On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market.

But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions.

And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes.

6. Count on content

The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way.

Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand.

7. Cultivate the consumer experience

We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights.

Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement.

Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation?

As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI.

Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!

Watch Out for the Bumps in the Road: Conversion Roadblocks

A client I once worked with, who specialized in online foreign language instruction, offered a series of classes for a relatively low rate, yet the business’ marketing director explained that they were experiencing an extremely low conversion rate – relative to the volume of visitors to their site. This was one of the most affordable language programs in town, yet conversion rates were at a dismal 4%. He’d come to me for guidance, and actionable assistance in pinpointing the potential reasons why so many of these visitors would “bounce off” the site before purchasing classes.
When I audited his website, I was shocked to discover that there were at least seven steps involved in the conversion process. And, that didn’t include the third-party payment system that was working in tandem to provide e-commerce services. Overall, it was no wonder that the user experience was “clunky” at best.

Since the language class curriculum and offerings were a primary source of revenue for the client, I suggested a strategy that might have appeared to be an obvious solution to an experienced digital marketer, but perhaps, was not so apparent when coupled with the management of various marketing tasks associated with a large language school. My recommendation was simple: implement a more efficient process for prospective students to navigate from the homepage to the checkout phase – all in an effort to increase conversions.

To define conversion marketing in the broadest sense, it is the process of converting site visitors, or browsers, into paying customers. While there are no guarantees that a user who accesses a company’s website will “convert” – or perhaps potentially transact business – there are measures that can be taken to help reduce roadblocks during the purchasing process, which, in turn, may often lead to profitable conversions.

With regard to the client example I used earlier, for his website, I emphasized the importance of placing a clear call-to-action on the company’s homepage. For instance, “Learn More” provides clear direction that all site visitors are able to interpret and understand. When integrating this call-to-action button in a prominent spot on the home page, BIGEYE’s team of digital strategists determined that it was important to ensure that it was accessible across all devices by sampling and A/B testing different layouts to determine the best placement, all in an effort to ensure an optimal click through rate. As a result of our preliminary analysis, we discovered that when placed just below the central image on the website’s homepage, the target audience of prospective students responded. In addition to placement, we also experimented with various color palettes, and ultimately uncovered that blue incited a greater number of users to “Learn More”.

The client’s foreign language program offerings were quite extensive, however rather than providing page after clickable page of information pertaining to online class options, BIGEYE’s digital team opted to include relevant information, as well as a “Sign-Up Now” button, on the second “inside” page. With a more streamlined process, a seemingly cumbersome number of clicks was no longer required to navigate from the homepage to the checkout screen. The prospective student was able to easily enroll in courses, reducing the friction that initially clogged the process.

With the advice of the digital experts at our Orlando internet marketing agency, and with a small amount of web development, conversion rates increased by 40%, and all in a matter of weeks. This added significant revenue to the company’s bottom line, with minimal investment by the client. Ensuring an effective approach to manage conversion roadblocks requires the expertise of a professional partner, and our team at BIGEYE is poised to assist you with your strategy.

While in this day and age (and of course, depending on the specific industry), a conversion rate of 5.31% or greater is an ideal goal, there are always opportunities to continue to strive to achieve the highest possible results. Dedicate time to review your website for potential roadblocks to the conversion process. To further your efforts, work closely with a user experience designer to better assist with website optimization by reaching out to our Orlando marketing agency. We’ll help better position your business’ online user experience for conversion success – contact us today!

Optimizing Your Website Experience for Conversions

A client I once worked with offered a series of language classes for a relatively low rate, yet the business had an extremely low conversion rate relative to the number of people who visited the site. This was one of the most affordable language programs in town, but conversion rates were at a dismal 4%. He came to me for help in pinpointing why so many people who visited the site would leave before “converting” or in layman’s terms “purchasing classes.”

When I audited his website, I discovered that there were no fewer than seven steps in the conversion process. And, that didn’t count the third-party payment system in place, which had a defective user experience as well.

Since the language classes were a primary source of revenue, I suggested simplifying the checkout process. By making it super simple to go from the homepage to the checkout page, visitors would be more likely to do just that.

Online conversion marketing describes the process of converting site visitors or browsers into paying customers. While a business can’t force a person to spend money with their business, they can do things to help reduce friction in the purchasing process, which often leads to greater sales.

For the client, I suggested his business start by placing a clear call to action on the home page. “Learn More” offers a clear direction that anyone can understand. We integrated this call to action module to a prominent spot the home page, where visitors from any device could see it. However, we didn’t stop there. Using several different tools, we tested different layouts to determine the placement of the call to action to get the most clicks. We discovered that when it was just below the central image on the page, this drew the most attention for the audience. We even experimented with colors, ultimately finding that blue had the greatest impact on getting people to click the “Learn More” button.

Then, instead of providing page after clickable page of information on the class options, we opted to include relevant information (and ONLY relevant information), as well as a “Sign Up Now” button on the second page. No longer would it require seven clicks to move a person from the home page to the checkout screen. Now, the user would be able to get there in two clicks.

With the advice of the team at our Orlando marketing agency and a little bit of website redesign, conversion rates went up 40% in a matter of weeks. This added significant revenue to the company’s bottom line, all with minimal investment.

If your business’s conversion rates are under 100%, then there’s always room for improvement. Try looking for areas of friction on your website, and work closely with a user experience designer who can help optimize your website for conversions. And, if you’re still stuck, reach out to the team at our Orlando marketing agency, who can help you learn to optimize your webpage for success.