Severna Park Maryland Dentist Incorporates Web Video into Online Marketing and Branding Strategy

Severna Park Dentist Paul J Kinsey DDS is incorporating web video content in its broader marketing strategy, to increase awareness and promote online branding in order to meet the growing demand for cosmetic and family dental services in Anne Arundel County Maryland.Dr. Paul J Kinsey DDS is an established Maryland cosmetic and family dental practice with over 25 years of service in Anne Arundel County Maryland. The practice is strategically located on Benfield Blvd. in the heart of Anne Arundel County. With the recent influx of young, tech savvy families into the region, the practice made a strategic decision to market its services online with a Youtube Marketing effort and a new SEO friendly website.Joe Stephens Creative Principal at StratDV Media LLC, http://www.stratDV.com is spearheading the effort to build the established Severna Park Dental practices online presence.The Severna Park dental practice has a lot to promote, including a modern, state of the art facility, featuring the latest in dental technology, expand suites, and ample covered parking.

Several professionally designed videos were created by StratDV Media LLC to showcase the facility, highlight the services, and share authentic testimonials from current patients. All of the videos are posted on YouTube, as well as the new practice website. (See sample video below):

Joe Stephens notes that: “since YouTube is owned by Google and is the number two search destination, our intent was to leverage the power of the internet by creating a number of short but informative videos, so that people could more readily find the practice when searching online.”

Mr. Stephens notes that while a few dental practices have web video, its often a single video that is little more than a “TV commercial” posted on their website.

“In the world of online search, more video is better, and authentic and relevant video is even better still”, according to Mr. Stephens.

StratDV Media LLC an award winning Maryland video production company, has consulted and produced video and online marketing projects that have been used by Alcoa Corporation, AOL, Sodexo, NRTC, and a host of other companies and non-profits since 1999. Additionally, his work has garnered national attention, He is a two time Telly Award winner, and W3 award recipient by IAVA (International Academy of Visual Arts).

“My goal is to serve my clients, be flexible, responsive, and provide video content that is truly reflective of their vision and mission.”

In addition to online video and internet marketing, Joe holds an MBA with a marketing communications and sales background, and a diverse work history, having served in higher education as well as high tech. Joe brings a consultative business understanding to engagements with his clients.

Samples of Joe’s work can be viewed at http://stratDV.com, Joe also has facilities available for studio production in Annapolis Junction, Maryland. References are available on request, 443-534-5034

Additionally, Joe has a blog regarding online video trends and technology, that may be of interest: http://www.videocontent4web.com

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Build Web Video Content For your Business From Company Events, Conferences, and Workshops From StratDV

 

Taking advantage of Events, Conferences and Seminars to build Web Video Content.

 

The next time your company schedules an event, workshop or conference, you should also schedule video content to be recorded. If you plan it out right you can squeeze multiple areas of content from several interviews or day of shooting, and edit it into multiple pieces, gaining significant savings and creating much more value…and content for your channels like your corporate blog,  You Tube and social media.

There is seldom a better time to get good video content of company thought leaders, customers, vendors and others in one location.

The bottom line is that web video is the next step for companies to take, to engage audiences and share their story. Too many companies are missing out on what this powerful communication tool can do and are relying on inefficient (and boring) old-school marketing and PR tactics to try and engage a geeky web 3.0 crowd.

My advice is that if you have a product or service, something that tech-savvy people are looking for online, and if you have a modern website and are using social media and understand the value of SEO tactics to be visible and relevant online and content marketing, then web video (explaining your company’s story, product and services) is the next logical step you should be looking at to grow your business online. Start planning how your company will use video in 2013 and beyond, because I’ll bet you a dollar your competition is. Call us at StratDV if you’d like more information on how to leverage web video, 443-534-5034

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The Why’s of “How To” Videos: by StratDV Video Production

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“How to” videos offer great advantages to companies that need to explain processes and procedures in simple and effiecent ways. The videos can be “syndicated” in a variety of online locations, and can also function as highly effective marketing tools. Professionally developed web videos will enhance your brand and increase interest in your product.

Here are just a few stats that speak to the value of how to videos:

Video and other multi-media product viewing options were rated more effective than any other site initiatives in an Adobe survey of almost 2,000 interactive marketers. (Adobe, May 2011)

A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)

Forbes insight found that, 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. 80% of executives are watching more online video today than they were a year ago. (Forbes Insight, December 2010)

If you’d like more information about “how to” videos and how they might benefit your business contact us at StratDV Video Production.

About Joe Stephens and StratDV

An Award winning independent video editor, shooter, and creative producer, with over 12 years in the field of corporate video production.

 

Joe has consulted and produced video projects that have been used by Alcoa Corporation, AOL, Domino’s Pizza, IBM, Sodexo, NRTC, and a host of other companies and non-profits since 1999. Additionally, his work has garnered national attention, He is a two time Telly Award winner, and W3 award recipient by IAVA (International Academy of Visual Arts).

 

“My goal is to serve my clients, be flexible, responsive, and provide video content that is truly reflective of their vision and mission.”

 

In addition to shooting and editing, Joe holds an MBA with a marketing communications and sales background, and a diverse work history, having served in higher education as well as high tech. Joe brings a consultative business understanding to engagements with his clients.

 

“I feel the most effective way forward in my business model is to “team” with my client, and help them effectively and cogently communicate with video.”

 

Samples of Joe’s work can be viewed at http://stratDV.com, Joe also has facilities available for studio production in Annapolis Junction, Maryland. References are available on request.

 

Additionally, Joe has a blog regarding online video trends and technology, that may be of interest: http://www.videocontent4web.com

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90% of respondents watch web video about tech products according to recent survey.

According to the IDGTechNetwork survey, 90% of the respondents watch video about tech products. Additionally, the survey reported that 40% where frequent or regular viewers of product demonstration, or testimonial videos about a technology product prior to purchase. IDGTechNetwork is a global network of 500+ niche technology sites, and received around 2400 respondents to the survey. The survey also found that close to 80% of respondents found customer testimonials to be “very valuable.”
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Source: Original Video Content Impacts Technology Purchasing (REPORT ANALYSIS) http://www.reelseo.com/original-video-content-technology/#ixzz2Dj7dG7Ch
©2012 ReelSEO

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Creating Training Videos that engage: from StratDV Video Production

Training videos are typically conceived as very detailed and specific, but are often times very dry. The challenge in created good training videos, is to include the necessary content and information to meet the training objectives, but at the same time hold the attention, or better still engage the trainee. This sample of a training video created by our team at StratDV, showcases our ability to create “environments” and situations through the aid of production techniques, that enhance the “engagement quality” of the video. In this case we have taken a meeting and dialogue between two business peers, discussing the development of a sales training course, and developed a “flow” that engages the viewer and leads them systematically through every stage of the engagement. This video also serves as a course aid for an in-class training, delivered by an instructor who uses the video as reference and illustration.

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Viral video for Maryland startup business by StratDV Video Production

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This viral video production follow the adventures of Pam a fictional “Sports Mom” as she attacks “literally” the odor caused by her two active Son’s sports equipment and apparel. Pam’s plight is a comedic illustration of what dedicated sports Mom’s face the world over; a relentless battle to confront and deal with odor and its sources. In addition to her role as Sports Mom, she is further challenged by her auto mechanic/volunteer fire fighter husband, and his endless variety of pungent inner and outer wear. However, Pam has found an ally in the battle with odor: Odorbalance! Featuring actress Alicia Sweeney as your typical “Sports Mom.” http://www.odorbalance.com/directions-for-use/

The viral video production was created and developed by Joe Stephens, Creative Director and Principal of StratDV Video Production. This was a low cost production designed for the Youtube audience. The production was filmed on location in Severna Park Maryland. For more information about StratDV, contact us at 443-534-5034 or visit the website at http://www.stratDV.com

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Where does Web Video reside on the “Content Matrix”

The following infographic is an excellent illustration of the various content creation types and strategies available to small businesses. While video is in fact more difficult to implement, it can potentially have a longer shelf life and be more accessible then some of the other content strategies, and should certainly be considered by small businesses.

Small Business Content Marketing
Click here for the full-sized image.
Enjoyed this infographic? Read more marketing tips from Vocus.

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Why web video projects fail.

Jim Foxx and his blog outlines some of the specific reasons why (with the best of intentions) web video projects often fail.

Specifically, Jim makes the point that “The video production piece (shooting and editing) represents about 1/3 of the total value in the video development process. Planning (building the right messages for your audience) and promotion (making sure the video is seen) are both equally important.”

What follows constitutes the list of “incorrect” starting points when launching a video project.

“You just spent $2,000, $20,000 or $200,000 on your most recent corporate video project and it didn’t move the dial. What happened?
The creation of your corporate video should follow a structured development process. When it doesn’t your chance of success is low. Here are ten common mistakes made by companies developing marketing videos:
1. Poorly defined objectives.
Can you easily fill in the following blanks?: This video will help ___{this audience}____ understand that our product or service solves ___{this problem}___ and provides ____ {these benefits)____ . We will measure the success of this video by ___{this rating mechanism}____.
If you can’t clearly and succinctly fill in the first three blanks chances are your video will fail to achieve any measurable results. If you can’t fill in the last blank you’ll never know what was achieved.
2. No clear message(s).
“Expertocom is a world leader in the provisioning of leading edge solutions and robust, mission critical systems to it’s global client base.” Uh-huh. Even if you have a well defined audience, problem statement and benefit, you still need to communicate in clear and convincing manner. Some common mistakes:
– The video is all about you. No one cares about you, they only care about how you can solve their problem.
– B2N (Business to No one) If your message is so general that it applies to everyone it probably won’t resonate with anyone. Be specific. Pick one audience and deliver one really strong, concise message tailored to that specific audience’s needs.
– Jargon-loading. If you “utilize leading-edge best practices to incentivize and leverage your best-of-breed base through groundbreaking, synergistic and outside-the-box thinking” then… no one will understand you.
– Saying too much. “I’m sorry I wrote you such a long letter but I didn’t have time to write a short one” – Mark Twain. It’s really difficult to be succinct. It also seems risky. Script-by-committee is death to most video projects. In video, shorter is almost always better.
3. Your video doesn’t resonate with your audience.
The best messages work on a visceral level. They make you think, even better, they make you feel something. If your video is dull (i.e. a talking head) and if you don’t use video effectively (show me, don’t tell me!) then you will quickly lose your audience. Facts are important but a good story is better. While it may be interesting to note that your lubricant is 27% more viscous than any other on the market it may be more interesting to show that your product is the one that your local fire department depends on. Translating the key benefits you are trying to illustrate into ideas and building that into a compelling visual story is done before any crew show up to start shooting. This is the most important part of the video development process and it’s also the hardest to get right, yet it’s usually the piece that gets the least attention. How do you find a company with this type of experience? Look at their previous work. If it’s not engaging, yours won’t be either.
4. Loose, or no processes at all to develop and promote the video.
The most important part of the video production process is pre-production. Chances are that if you are either surprised or disappointed by the results of your video it is because the planning process was flawed. A well defined storyboard should tell everyone involved exactly what is being said and what visuals are being shown to support those messages. A shotlist tells you exactly what needs to be shot, with whom and when. When the video is shot and edited a marketing plan tells you exactly what the video is supposed to accomplish, how you are going to get your video in front of your intended audience (…who may or may not ever show up at your website) and how the results of the video should be measured. Again, all of this happens before anyone shows up with a camera. If your video production company tells you what your video should look like with little or no input from you – it probably won’t help your business.
5. You started with creative.
“Our President has this really cool idea!” Just like graphic design is the last step in the pre-development phase of a website (often it is first), ’creative’ is the last step in the development of a video script and storyboard. Again… too often it is first. Creativity is an essential part of the video production process but it should never be be the tail wagging the dog. Sure, if you have a budget to create a whack of branded entertainment, that’s a different story – but for most corporate video projects, branded entertainment is not the goal.
6. Your video doesn’t support your brand.
Too often, videos are created in isolation. Your brand is the sum total of all of the experiences people have with your company, that includes video. Your video has to support and complement the tone and key messages that you want associated with your brand. {Warning: Wacky viral videos often do more harm than good.) Video production is not an isolated activity. Your video production company has to understand how you are marketing your business and has to be keen to engage with your marketing department and /or the marketing agency that is helping guide your brand.
7. Budget isn’t large enough.
“We took a couple thousand out of our cleaning budget to do this video.” “Yep, that’s all we’ve got, but we still want it to look like Avatar.” “My cousin Eddy said it would only cost him $400 to make the same video.” The cost of video production has decreased dramatically over the last five years. That said, there is little point in developing a video if you haven’t allocated a reasonable budget for the project. What does a video cost: Here are 25 factors and their prices that go into the cost of developing a corporate video.
8. Wrong type of video.
There are many different styles, structures and purposes for corporate video. Here are 51 different types of video you can develop to promote your business. A thirty second pre-roll promotion video is probably too long and a one minute recruitment video is probably too short. Hiring actors to speak to a technical audience isn’t a good idea. Putting your President on camera may (or may not be) a good idea. A talking head is often a waste of time. A detailed technical video won’t resonate with people in the awareness phase of the sales cycle but can work very well for people in the consideration phase. What type of video you develop and what structure you use for the video is just as important as what messages you chose.
9. No call to action.
What do you want people to do after they have watched your video? If you don’t know, your viewer won’t either.
10. No distribution, SEO or promotion plan.
Even if your video is great, if no one sees it you’ve wasted your money. Are you optimizing a webpage with keywords to help promote the video? Are you promoting the video on industry portals or other related sites where you intended audience might be? Have you developed an email campaign to promote the video to key audiences? Do you have a process to move prospective viewers through your sales cycle once they have viewed the video? Have you tested the video before widely launching it to make sure it accomplishes what you want it to? Do you have any budget for changes or do you assume that you’ll get it exactly right the first time through? Do you have a social media campaign, a PR campaign, a media campaign or some other promotional activity to build interest and awareness for the video?”

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Youtube the 3rd most visited site on the web: do you have a web video strategy for your business?

According to web statistics and usage monitoring outfit Alexa, http://www.alexa.com/topsites the top 3 most trafficked sites are Facebook, Google, and Youtube respectively. Web video figures prominently in all three sites. Video is uploaded and shared on Facebook. Thumbnails of search optimized video content are showing up in increasing regularity in the first page organic search results in Google. And if course there is Youtube, where by some estimates 4 billion videos are viewed every day. Most small businesses have focused their online marketing efforts on Facebook and Google, but few have given serious thought to developing a longterm, comprehensive, video strategy that takes advantage of the Youtube service. Because video figures prominently in all 3 of the top sites on Alexa, businesses would be well served to take advantage of what web video has to offer.

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Web video production for new Soccer skills Academy

Chessie Bay Keepers is a new initiative by Maryland businessman Robert Masters that focuses on training and preparing young aspiring soccer goalies. Bob is a long time teacher and coach in the game of soccer, and is taking his love for the game to whole new level. The Chessie Bay Keepers Camp and Academy provide world-class instruction, coaching, and mentoring for the goalkeeper position, one of the most demanding positions to play in soccer. To assist the organization in getting the word out, StratDV Video Production is creating a series of videos to highlight and showcase both the camp and the Academy. A recent video highlighting the camp program can be found below:

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