Yet getting the message right is critical to your future growth.

For big ticket technology companies this means using video to help convince IT teams and buyers in fairly large clients.

Which suggests you’ll probably want to use the same marketing video for face-to-face presentations – and on your web site.

So the video has to do two jobs; “web and face2face”

And it probably has to do this in an international marketplace.

Here are our 9 tips to help ensure your next B2B technology video really works, and does a outstanding job outlining your sophisticated scope & capability.

1 – Style and credibility

Great video style generates credibility automatically.

If the video looks and sounds great, the audience will automatically assume you’re a bigger company than you really are.

Bigging-up your company is important when trying to win fat contracts with major clients.

Whether you’re selling data centres, implementing ERP, or a retail POS network, they want to feel they’re doing business with a company of sufficient size and stature to eliminate risk.

In practice this means producing a video that makes an instant visual impact in the first few seconds, and then keeps on going – right through to the end.

This design-led style approach will deliver the credibility you’re looking for.

If your video is distinctly stylish, your Client Champions will feel more motivated to show your video to their IT colleagues involved in the Decision Chain to buy your products and services.

2 – Don’t try to emulate your powerpoint

Many high tech solution providers say they’d like a video that says something similar to what their existing Powerpoint presentation says.

Yet on examination, we see that many high tech company Powerpoint presentations share common faults, including:

> the presentation is bloated and too long (some might say “comprehensive”)

> there is too much boasting too soon, ie, too much “why our company is great”, plus a few supporting stats

> there’s too much technical nitty gritty

> there’s too little benefit that stands out clearly

> there’s not enough differentiation between your services and your competitors’ services.

The existing Powerpoint is a useful information source. But no more.

The video has to be conceptualised and scripted from the ground up.

3 – Keep it short

It’s a big challenge for many companies to reduce the fundamental message in their Powerpoint presentation down to around a 2 minute video.

Often the initial brief suggests a 4 minute video, in order to cover the large amount of content.

Yet this is often counter-productive.

It takes careful analysis and close collaboration over the video brief to arrive at something close to a more effective, punchier 2 minute formula.

Yet this is the challenge.

Another key reason for keeping it short is cost.

Shorter videos cost less.

Longer videos often compromise on style, because long-yet-stylish videos can be expensive.

So keep it short.

4 – Take the strategic view

The finer points of your high tech services solution should be left out of the video.

Little details (or even big details) are not so important in a marketing video.

It’s better to produce a broader strategic video message that excites clients and inspires them ask detailed questions, rather than to go into too much detail in the marketing video.

The Strategic Approach means showing how your solution solves their problems in a better way than they thought possible.

For example, showing how your solution integrates well into their existing setup.

For example, showing overall potential savings, or reduce cost-of-ownership.

For example, showing a graphic overview of your solution’s beneficial impact.

This strategic approach will win real interest, and generate excitement.

5 – Back up your claims

Since people are quite often disbelieving of claims, they need to see your claims backed-up with statistics and performance data.

This means you’ll need high quality animated graphics to illustrate your points.

For example, saying “70% reduction in service overhead” is okay.

But presenting your performance data as an attractively animated, television-style chart will vividly bring your message to life.

Your video will be more easily believed.

6 – Use graphics extensively

Graphics are crucial to high technology solution provider marketing videos.

Why?

Because with high tech solutions there is often very little to film.

An office full of java-drinking geniuses, or a server room full of server racks, might mean a lot, but it looks very little on film.

Graphics and animation overcome this lack of naturally compelling visuals by showing the concepts and principles graphically, dynamically – and with style.

Here’s an example of graphic-based marketing video for an Italian hi-tech company.

(insert Auriga)

Here are further examples of animation-led marketing videos

 7 – Differentiate, differentiate, then differentiate

Nobody ever won prizes for me-too marketing.

Your company’s originality is what’s made it what it is today.

The same applies to your marketing video.

The clearest, fastest and most compelling way to demonstrate your originality is to differentiate.

As we say in the UK, put lots of “clear blue water” between you and your competitors.

This tends to work very well in video, ie, focussing on your strengths that the opposition don’t have.

Differentiation comes across as Thought Leadership.

Let this differentiation spearhead every point you need to make.

If a point can’t be differentiated from what your competitors also do, then perhaps it’s best not to even mention the point.

8 – Avoid speech making

We often hear high tech companies saying they’d like to include their directors or founder on video.

It’s a natural reaction as a company’s leaders are often the main drivers of the company.

This is fine, but it’s best done as succinct soundbites rather than a speech-style narrative.

So for instance, a director might make a leading statement, such as “we’ve enabled companies to shorten the process of getting from A to B”.

Now follow this with crisp voiceover narrative that naturally explains the Director’s leading statement.

9 – Foreign Languages

English is invariably the international language of high tech company videos.

But it’s always worth budgeting to produce local language variants.

For example a high tech company in Riyadh or Dammam may be doing most of their marketing in English.

But they also sit right on top of a large local Arab-speaking marketplace that extends from The Gulf to North Africa, and from Iraq to Somalia.

So it’s wise to produce your video in Arabic too.

Likewise, a European high tech solutions provider in Italy may initailly produce an English video.

But it’ll probably be profitable to produce local French & German language versions.

The rule is “when you’re buying, they speak your language – but when you’re selling you speak their language”

Quick Summary – 9 tips

1 – Great video style generates credibility

2 – Don’t just copy your Powerpoint

3 – Less is always more

4 – Take a strategic view

5 – Use performance data to back-up your claims

6 – Use graphics and animation

7 – Differentiate

8 – Avoid speeches

9 – Think multi-language

Follow the above and your high tech company will produce a great marketing video

Every project starts with a need.

It’s either your company’s need, or your customer’s, or both. Video projects are no different to any other project: product launch, exporting to a new country, re-educating a workforce, building an airport, developing software. They all take initiative, planning, know-how and the energy to see them through.

Your day is already full, and about to get fuller.

When the project arrives on your desk, or as an idea in your head, the first reaction is often “Yes!”, or “Help!”. It feels like your baby but also that you are on your own. Every project is the beginning of a process of self-discovery.

You have some expertise, or you can find it.

If you are the person tasked with a video project, bear in mind that all you have to do is tell your story well. Many people will support you with what they know to get a great result. It’s a communication project.

Well begun is half done.

Your first decision may be to choose your project team. For the duration, you’ll be the chief executive. You’ll have people in the company to gather round, but in the ABC of successful video projects, hiring a manager is your first decision. This person will be your rock and inspiration. And the familiar face of your project with colleagues, or with customers.

How do you decide?

You will have a budget, but more importantly a reputation to nurture, your company’s and yours. When you contact a video producer to manage your project, consider the following:

1. Experience – how many videos have they made about your topic, in your industry sector with companies like yours? Ask them lots of questions.

2. Quality – you will be judged by the end result. Quality can include business insight, flow of message and visual pleasure. Your viewers will want all three and more before they pay full attention.

3. Effectiveness – videos have to work. Like a piece of machinery, they have to give you the results you want. And these should be measurable, whether it’s on the web, in the workplace, at a conference or on your sales rep’s laptop. Thankfully, your video producer can do this analysis for you and show you the numbers that matter.

4. Value – you may come across several prices for turning your project into a reality. Choose the one you think delivers best value. Money well spent will bring you pats on the back from your peers.

Now sit back and do your best.

Someone else is now sharing the load. You’ve hired a professional to manage your project. You are going to learn a lot in the process. Enjoy the experience. The next one will be even better!

As a food processing group, our prime concern is food safety, ie, eliminating the possibility of contamination of food, as well as food hygiene.

But as well as this we need RAMS (Risk Assessment & Method Statement) and permits to work and PPE covering, the whole induction process really.

Our work culture has also shifted since our first DVD was made 7 years ago. The emphasis is much more on engagement with our workforce, and we now want to include contractors in this engagement process.

Can you help?

HSE Manager
UK Food Group
 

Much of what you require is fairly standard contractor induction video stuff.

But two points do stand out.

These are your food safety issues – and – extending your workforce engagement culture to contractors.

We’ll take a closer look at these:
 

Promoting Food Safety

We’ve all seen headlines like “glass found in baby food”. Events like these can make or break a brand, and at the very least cost a lot of money to put right.

Food safety is primarily about contamination of food during the manufacturing process.

For example: Insisting the contractor inform you if they’ve been working in another food factory, or on a farm, or handling nuts – as these can all potentially introduce contamination into your food processing chain.

Video-wise, it’s relatively easy to reiterate the rules with voiceover and video.

But I feel something stronger is required to drive the food safety message home.

I’d suggest using a couple of actors and develop a small drama – like this:

Scene: The Car Park, with 2 arriving contractors bumping into each other.

Jack to mate: “Ed, weren’t you working in a glass factory last week?”

Ed: “Yeah – some hydraulic work.”

Jack: “I think you should tell the Contractor Control Manager, don’t you?”

Ed reacts: “What do you mean?!”

Jack: “What if there was a tiny sliver of glass stuck in your boots – and this somehow got into the food? And ended up being eaten by a child?”

Ed grins and disparages: “You’re kidding!”

Jack insists: “Not kidding, mate. Go and tell ‘em. They’ll sort it out for you.”

Ed blinks: “Seriously?”

Jack: “Yeah … do it now. You’ll be okay.”

Voiceover continues: “Ed reported that he’d been working in a glass factory the previous week and, as a consequence, was given a complete change of workwear, so any potential food contamination couldn’t occur.”

A drama scene like the above, with professional actors, is infinitely more motivating than a mere recitation of the rules by a voiceover narrative.

This is because it drives home the training message in a real and impactful way – in the eyes of the contractor audience

Promoting a Workforce Engagement Culture
 

Engagement culture, reporting culture, don’t walk by culture – whatever it’s called, contractors aren’t especially bothered to join in – unless you motivate them to.

Promoting engagement starts with asking contractors to tell you if they see something wrong – not just a near-miss or other incident – but small things, like a bit of rubbish by a doorway, or a loose handle on a machine.

I’d suggest you arrange for your CEO to speak on camera to promote this.

I’d also take a warmer, invitational approach, like:

CEO to camera: “Whenever you see anything wrong on our site, I’d like you to report it to us, using one of these cards (holds up a card).

It may only be a small thing. It doesn’t matter. Please just tell us.
The same for anything you see us doing that you think could be improved, even as trivial a thing as a door that doesn’t shut properly.

Only by you telling us – reporting it – can we improve.

And every report you give us goes into a monthly raffle – with £50 of Tesco vouchers to three winners picked out of a hat each month.

This is our way of thanking you for reporting a problem or suggesting an improvement.

Please help us. Thank you.”

The above takes only a minute to say.

Yet, by coming right from the top, it’ll have far more impact than any voiceover requesting you complete a report form for anything you see that’s wrong.

Summary
 

In today’s contractor induction videos, it’s not enough to simply have voiceover state the rules and hazards to a half-listening audience of know-it-all contractors.

You need to budget for actors, and a teleprompt for your CEO’s address to camera, and possibly more, like steadicam, better audio recording (think: gun-mike), a capable director, etc

These costs are miniscule, when you consider the likely 5 year life of your video and the many viewings it’ll have – and the huge consequences if something otherwise went wrong.

Any quality training video production company (like us) can provide these for you.

Here are some contractor induction video samples that use actors to get across important points like food safety.

An innovation culture is absolutely required to stay at the top of the game.

For example, equipment and technology needs to be updated every year or so at the very least. This isn’t just replacing old parts – but gaining additions and increasing the variety of equipment & devices available.

Further examples include perhaps extra lenses for the video camera, motion tracking machines (like steadicam) or dazzling new plugins for the video editing software, and post production.

This is the more expensive side of innovation in video, but highly necessary to keep delivering top quality video productions.

Production techniques – as with many industries – require finding new and better ways of doing things. It’s a constant process. Think of ‘Kaizen’ a business philosophy in Japan – meaning small continuous improvements.

At Rossiter & Co we’re always finding new ways to approach work, such as what will make it simpler? Or easier for us – and the client?

Another important area where innovation is required is the business message. The way of approaching training & marketing messages in video has developed significantly.

For example, in workplace safety culture, it was common to highlight the accidents and dwell on the negative side of safety in video inductions.

Now companies take a more positive approach with safety video, encouraging people to be friendly and offering rewards for no accidents.  This is a huge step forward and quite a dramatic change in culture.

In marketing we see the same. Long winded boastful sales messages have been replaced by shorter, exceptional propositions that reflect  a deep knowledge of client needs.

Why is there need for innovation?

The corporate video production industry is not a static industry. You can be left behind quite quickly if you don’t keep up.

Clients are frequently helpful, as they often tell you your next set of innovations. They tell you what they want – and sometimes it may not be something you would usually do, or would have thought of.  

For the innovative video production company, clients leading the way is a great way of gauging what most business people are thinking and how they want to approach video and their audience – without the need to conduct extensive market research.

Top and bottom, the trends point towards an innovation a day as the base line for any serious video production company to develop.

Over the past couple of months we have been making a steady stream of demos.

Ranging from ‘dashboard click-through’ videos, to high-level overviews of sophisticated software.

- We’ve made them all!!

Take a look at some of our most recent examples:

ClickTrade – Commodity broker software

Clearer comprehensive charts and reports means faster tactical decision-making in the high speed commodity broking marketplace.

This video explains how ClickTrade solves these tough problems for the big city broker.

Watch Video

WnDirect – International etailer software

Delivering product overseas is a minefield for the international retailer – the etailer.

WnDirect needed a video that showed how their software solves all these problems in a easy to understand way that etailers will automatically like!

Watch Video

Mex maintenance software

The beauty of Mex for engineers is that it solves real world maintenance management problems comprehensively, while being clear and obvious with it’s intuitive GUI and ease of use.

But it takes a video to show this.

Watch Video

Sefaira – Sustainable building design software

Sefaira wanted a 1 minute ‘quickie’ video to overview their innovative design package, followed by a 4 minute feature Video that shows architects how to solve their sustainable building design problems

Watch Video

Satbill – Airtime billing software

Satbill reduces billing costs by drawing together the numerous and varied billing types into a single GUI, reducing what took hours and days manually into seconds and minutes.

It took a video to show this simplicity to a potentially dis-believing audience

Watch Video

If you would like any more information, please visit our Software Demo page. 

These can range from what sort of characters you should choose to star in your video, and how you want your chosen character to act.

To how to create the right scene for your character.

Choose a Character That Reflects Your Brand

Creating a character that is inline with your corporate branding is of vital importance.

In effect, the animated character will be the spokesperson for your company.

If you are in a high tech industry where quick thinking and innovation are required, your character should reflect this – with youthful looks and agility.

Alternatively, if you operate in legal or finance industries, where you need a message of reassurance and experience then your character must be more refined and composed.

This is where the benefit of bespoke illustrations come in.

With your briefing, an illustrator can develop a character that exactly suits your company.

Although there are many ‘good enough’ stock illustrations out there, that may fall inline with part of your branding. the chances are that there will be elements to the character that do not reflect your company

- or worse still, the same stock character is being used by your competitor.

Create Anticipation

Creating anticipation is about letting the viewer expect something to happen, before it does.

Instead of ‘spoiling the surprise’ of what’s about to happen, creating anticipation often builds the suspense.

This creation of anticipation was first mastered by Walts Disneys 9 old men – Walt’s elite core of animators.

Anticipation can be seen in the movements of all characters throughout the Disney back catalogue.

However, it’s in fight scenes where it is most apparent.

Next time you watch a Disney fight scene, take note of how slowly and for how long a fist is pulled back before being let loose!

Even though there is a world of difference between a Disney film and your next corporate video, the principles stay the same.

Create anticipation, and not only will your audience enjoy the video more, but they will follow the story better, with one action leading to the next, guiding the viewer through the video.

The Importance of Secondary Actions

We can group the movements of a character into 2 groups.

Primary actions – these would be actions such as walking or pointing in a certain direction, etc

Or

Secondary actions – this would be movements such as smiling or a tilting of the head.

Although primary actions show the main function of a shot, eg, a man walking. it’s the secondary movements that set the scene and bring the animation to life.

Is he smiling or frowning?

Or is his hair being blown everywhere in the wind?

It’s these secondary actions that set the mood of the scene.

Even something as subtle as eyes blinking could convey that the character is bored – or surprised!

As secondary actions are so important, it’s often beneficial to consider which secondary actions to use as early as the storyboard stage.

Use of objects in setting a scene

There are 2 ways of setting the scene.

The first, and most obvious solution, is to have a full scene developed by an illustrator.

However, this method is time consuming, costly and not always the best route.

The alternative is setting the scene by the use of objects.

By placing just a couple of objects in the shot that you would expect to find in certain locations, the suggestion of an environment is created.

eg

To create an office scene, a couple of tables can be placed within the shot – along with an indoor plant, maybe – and the audience will recognise the scene as an office.

This method of scene development also opens up the opportunities for the character to interact with objects – something that is often lost with static backdrops.

Summary

Picking characters, creating anticipation, using secondary actions, and using objects to set a scene might not be things the corporate animation buyer may initially think of.

But if you’re already down the road of selecting an animated video for your website, then perhaps the 4 above points will help you understand your project more deeply – and win more!

Please see our Animated Web Video page for further details:

http://www.rossiterandco.com/animated-web-video

Probably a company who’s cheaper (usually) and whose work you’ve seen before.

However, an important factor to remember – if you buy local – there’s every chance that it’ll be a business video production similar to your competitors.

So you have to find another way to stand out from the local crowd.

Increasingly international corporates are coming to the UK for their video production.

This is because the UK has an exceptional standard of video production – just look at video samples online, and it’s clear enough to see.

But why is UK better?

The UK are international thought leaders for B2B video production and related media courses, whether at degree, post grad or earlier levels.

UK universities offer literally 100s of high quality courses on video production – and 1000s graduate every year.

And the UK has long, deep rooted history in successful business video production – of all kinds from corporate to training to animation.

This combination of deep rooted skills and capability is powerful. And it can work for you.

When you buy video from an established UK production company, you’re buying a proven methodology, proven creativity, and proven thought leadership – all focused at winning you more B2B sales.

It won’t be your cheapest option – this is obvious. But it will be your best bet at having a real sales tool – not just a cheap flashy video that has little substance.

It’s simple – buy less – win less

And it’s about your business, not local preference.

If you want to pitch at the top of the market, then you need the video production capability to back it up.

Have a look online – and make an informed choice for your next B2B corporate video.

If you don’t, you’ll lose. Simple as that.

It happens like this:

A potential new customer arrives at your home page.

At the same time, they’ve probably got a few other browser tabs open with similar packages to yours.

But now they’re looking at you.

And their ideas are forming the moment they first look at your home page.

> do they like the look of your site?

> is there a message there that immediately catches their eye?

Of course, if there’s a video prominently displayed, they’ll play it.

Now your countdown really starts.

From the moment they press play, they’ll be making their minds up if you’re the “right choice”.

They’ll expect to be immediately engaged, and taken on a journey that will make their lives easier.

And you’ll have about 30 seconds to make your point.

If your video succeeds in engaging them, they’ll watch the rest of your 2-3 minute video, and quite possibly be in a position to buy – or enquire.
 

So what does your software video have to show in 30 seconds?

Relevance is the key.

Immediately the video starts to play, you have to show you understand the customer’s needs – and couch this in plain language they’ll understand.

Whatever their problem may be, it’s crucial to show you understand their problem and have an effective solution available.

Just this alone – in the first 30 seconds of your video – is what will win you the right to have your whole video watched.
 

Of course they’ll watch my software video!

This is a wild assumption.

Google is proving this wrong every day.

Here’s how it works:

Google don’t just measure how many people click your video.

They also measure how long they view for.

And they have 2 rules:

> short views, eg, under 30 seconds, are not good videos

> long views, eg, 75% – 100% viewings, are good videos.

Google will send you more or less traffic depending on the View Time of your video.

You can find this out yourself from Google Analytics – although this isn’t the easiest metric to set up.

But there it is.

Engaging quickly and retaining your viewer will bring you both increased sales of your app, and drive more traffic from all-knowing Google.

The opposite is equally true.

Get it wrong – or “not right enough” – and you’ll lose business from:

> low levels of conversion

> receiving overall less inbound traffic to your site
 

How to get your software video production right

Our feeling at Rossiter & Co is that you need to engage a professional company with a proven track record in software video production.

Of course, we would say that.

But a professional software video production services company will:

> offer insight into your marketplace so your video message really leaps out as different

> suggest how to show just the right amount of information to clinch the next step

> use outstanding visuals to ensure the customer automatically puts you in the top rank of solution providers, if not first.

The above is worth real money to any software vendor, as it generates:

> increased sales or enquiries

> increased buzz about you
 

How to pick the right software video production company

Look at any software video supplier’s existing video demos.

Ask yourself:

> did I understand each video – or did they seem to gloss over too much? (all glitter with small substance?)

> did the style of the videos look right for my marketplace? (too whizzy or too staid?)

> did I feel “captured” from the moment I first played each sample.

Three “yeses” to the above are what you’re looking for.

For the record, we provide an end-to-end production service including research, scriptwriting, storyboarding, screen capture, animation, motion graphics video production – with you collaborating and approving at every stage throughout the production of your software demo.

We’ll even give you 1,000 free plays per month to ensure superior website delivery of your video message – and help setup your youtube channel.

Use your critical eye and looksee for yourself how good professional software video productions can look.

Or maybe it is? Let’s see.

The Case for Presenter Video

For

Using a presenter for a web video production has always been a good idea.

After all, people like buying from people.

Presenters can demonstrate equipment on video – though this is usually more suited to a B2C consumer video – such as a new phone or household appliance – as compared with a business video which often needs to explain an “invisible” service, or critical chain of events – rather than simply describe a new product.

A presenter can generate emotion from the way they describe or discuss a product – which is vital as emotion is an essential prerequisite to any decision to buy or enquire online.

No emotion = no sale.

Last but not least, presenter videos have become quite cheap so, for many, they are an affordable route to their first video.

See presenter video production samples here 

Against

Presenters need support by way of graphics and animation to highlight the key points they make.

Otherwise their “talking” can just become a wash of words without sufficient emphasis to bring the business message to life.

And often the graphics supporting the presenter look ineffective and often cheap – because the video production was always going to be a low budget production – or because the presenter video production studio are weak on graphics.

In other words, presenter videos are prone to being flat and dull. But not always.

The Case for Animated Video

For

Animated business video is one of the fastest growing areas of the internet.

We all grew up watching cartoons, and like them.

They engage audiences very quickly because of their novelty.

Animated video often uses a presenter too, an avatar person, who can be drawn in a variety of styles to match the tone of the video – from high corporate seriousness to downright amusing.

Importantly, animation allows greater emotional expression to get a business need across to the audience.

For example, compare a presenter saying “and this route can lead to problems” compared with an animation of a “ten ton weight” dropping onto a “bad idea” icon.

Most of us will enjoy the ten ton weight dropping much more than someone simply saying it.

No contest.

In fact animation excels at generating emotion – which is often the key to converting web viewers into web enquirers.

And if an animated video is a winner, it has a much greater chance of being recommended to other colleagues in the decision chain, and going viral within the team.

I call this Local Virality.

See animated web video production samples here 

Against

Animation costs more than a an equivalent presenter video.

Maybe 50% more.

And a poor-looking animated video is an even bigger joke than a poor presenter video.

Animated video is still seen as a risk by many businesses, who prefer something more “old-fashioned and reliable”.

Summary: B2B Presenter Video vs B2B Animated Video

> Presenter videos are normally cheaper

> People buy from people

> Animated video has the power to generate more buying emotions.

> Animated video is more likely to generate virality, especially local virality amongst a group of colleagues involved in a buying decision.

The Verdict

Unless a presenter video has good quality support from postproduction graphics, it can often result in endless talking without impact.

By contrast, a good animated video can really wake up an audience.

But be prepared to pay extra cash for extra oomph.

Our own philosophy is “if you can’t measure it – don’t do it”.

So my question is: How does a video producer enable my clients to measure the performance & profitability of a web video?

Marketing Consultant
Home Counties, UK
 

A)  I like this “If you can’t measure it, don’t do it”

It ought to be the 2013 Marketing Technologist’s slogan of the year!

Video is going through such a marketing technology change.

It begs the question:

“How does a company measure its website performance improvements when using video?”

Google Analytics will tell you how many views the video had, and how long people viewed a video for.

But it doesn’t tell you the Level of Engagement that resulted from the video.

So how is Home Page Engagement measured?

To do this, I like to use Bounce Rate.

At this point I find many traditional marketers’ eyes glaze over, in apprehension of “some other new bit of tech they’ve got to understand”

Yet it’s simple.

Here’s how.

Bounce Rate

As many of us know, a bounce is when a site visitor goes to the home page of a site, and then leaves without going any further to explore.

This is obviously a “loss” as it took time and money to get the customer to the website, only to find they promptly exit without even taking a look around.

Google say the Average UK Bounce Rate is 42%.

ie, almost half of website visitors bounce – which isn’t very impressive, as it means almost half the web marketing budget is wasted.

Google advise that a company’s target Bounce Rate should be between 22% – 35%.

By contrast, my own website has a Bounce Rate of 1%.

1% bounce rate is a world-beater.

It means virtually 100% of my traffic are sufficiently engaged by my home page, enough to want to click through and explore.

In effect, 1% means I don’t spend half my budget on wasted visits.

The core of this is to deploy an effective video that genuinely engages customers ( see the home page video here if you’re curious www.rossiterandco.com)

Bounce Rate is your best measure of Home Page Engagement.

And Home Page Engagement is the first crucial step to optimising web site performance.

Implementation

It couldn’t be easier – and the tools are on the dashboard of every Google Analytics user.

Step 1: Record your Bounce Rate prior to installing your Home Page video.

Take a 1 month and 3 month average to get a broad picture, and to avoid any bias due to one-off freaky results.

Step 2: Install your video, and record the date you did it in a web log, or website diary

Step 3: Check your bounce rate daily / weekly.

Compare the new bounce rate with your old bounce rate.

The improvement can be directly attributed to your home page video.

Now you have an accurate and reliable measure of the level of engagement your web video production generates.

Summary

Bounce rate indicates the level of engagement of your home page.

Measure bounce rate before and after you install a video.

The difference is your success measure – how well your video engages your audience – which is directly related to profit.

If you want to understand more about planning a B2B web video production for profit, then check out our 6 part blog series here: www.rossiterandco.com/blog/news/planning-a-b2b-web-video-production-for-profit-part-1-of-6

Task: To develop a website based on our design.

Rate: £120 per day – or more if you can prove you’re really good

Description: The job will be to develop a small information website – in 10 european languages

This site will be primarily used as a launch pad for multimedia based public information files.

Content, wireframe and design elements (in psd format) will be provided
Probably a wordpress based site, but this will be confirmed.

Initial requirement:

We require

• An initial ball park quotation from you that we can give our client including your deposit terms
• At least 5 working websites (supplied as links) you have built that we can review
• Your suggestions as to the criteria of a top modern website. Please offer this as simple points rather than detail.
• That you are UK based (or close to UK timezone +-4h) 
• Your skills list and CV

Email these to Victoria at media@rossiterandco.com with the subject “Web Developer – your Name”

NB: Your success will mainly depend on quality of samples you provide, much more so than your price.

Subsequent Action

Within 2-3 weeks, the client will choose between you and one other candidate.

Commencement expected March 2013.

B2B animated web video falls into two broad categories –  2D animation and 3D animation.

Let’s compare both and see how they work for the video customer.

3D animation

3D animnation can provide absolute detail of a product or environment.

So B2B 3D animation is almost always used for: 

> bringing an architect’s blueprint and vision to life,

> giving a visual technical breakdown of exactly how your product works.

>  animations of small hi tech products, such, as, phones, domestic hifi’s etc

3D is great at showing exactly what something will look like if it’s not made yet.

2D animation

2D animated web video has taken advantage of the enormous progress in 2 D motion graphics software .

2D videos are often used as Explainer Videos.

What 2D animated video – or explainer web video – can achieve is provide a compelling a visual representation of your offer.

This is particularly effective if you’re delivering an intangible service, compared with an actual physical product, eg, management consultancy, or iPhone app.

Explainer video can often be led by an animated talking presenter, who will guide the viewer through the animation, explaining your product or service along the way.  

Just like a real presenter, but a lot more fun! 

The key here is to Tell-not-Sell, and engage the audience with your sophisticated offering, rather than simply one dimensional blatant selling.

How much is an Animated Web Video likely to cost me?

Rossiter & Co offer 3 basic packages, for each tier of the marketplace.

Low Cost

This type of animated web video is based around on professional library stock images and typography.

This is Route One for cheaply getting an explainer video on your homepage.

The downside to low cost animated web video is that:

> although you can have an animated character who’s walking and talking to explain your product,

> the images used may not be unique to your company.

Premium

The big difference here is that a professional illustrator designs all the artwork to be used in your video.

So for example. you can have a bespoke animared presenter drawn for you. Ditto for the background  scenes or any part of your animation.

Usually the 2D animation is more sophisticated too.

No Limit

This is perfect if you want to really show what you’re made of.

You may have developed an new wrist watch with a mechanism that’s 100% accurate and you now need to show it’s inner workings.

Or you may be building Asia’s biggest oil refinery and need to show investors what the plant will look like.

Anything is possible with a no-limit animated web video.

Simply tell the animation team your vision – and it will be so! 

Costs 

So let’s get down to how much these options costs:

> Low Cost animated web video can cost as little as £799 for a 30 sec video.

> Premium animated video starts at £999 for 30 seconds

> No Limit animated web video starts at £2,999

In Summary  

If you offer a product or service that isn’t tangible, or is in some way invisible, you need a 2D explainer video to tell the world what is is that you offer.

If you need detail and accuracy then 3D is for you.

Click here for interesting Animated Web Video Samples

This will be on a contractor as-required basis.

You will need to have at least 5 years experience. 

The work will include:

• Managing your clients & projects
• Scriptwriting – both marketing and training – from 30 seconds to 15 minutes runtime
• Storyboarding & project mgt documentation
• Working with – and managing – clients
• Directing shoots with an experienced camera operator
• Managing the final viewing & delivery 

We do not need editing & technical skills, as the job is primarily around scripting, directing and managing

 You need to live in the North West area – about 30 mile radius from the Studio, which is in Skelmersdale.

You’ll need to be able to come to the studio when required, and be prepared to travel around the UK and overseas when filming, eg, Middle East, Europe, Africa

So own transport & a full passport is necessary.

Please do not apply if you live far away. We need someone who can pop in easily, if rqd.

You’ll be working with a lively team of talented, friendly creative professionals.

The work will be a mixture of corporate, marketing, training, and web video.

You’ll need to be willing to learn & adopt our in-house developed, time-proven production procedures. 

Apply

To apply for the position, please email Victoria at media@rossiterandco.com and supply:

> A cover letter

> links to your previous productions, so we may evaluate your talent prior to initial contact 

> Your CV – including your experience, skills, accounts you’ve handled & qualifications

> a sample of a short marketing script you’ve previously written

> an indication of your Daily Rate

The email subject should be ‘Video Producer Application – your name’

Please do not call, as we need to read your script and CV before making a decision.

Agencies – please do not apply.

More about Rossiter & Co

Rossiter & Co are one of the UK’s longest established corporate studios, with 25 years experience delivering corporate video & multimedia for business.

New Product – Tender Video Production

Some you you may have already seen our brand new product – Tender Video Production. 

When you need to aim high and win that bid, your standard corporate video will not always do the trick, as it may be too vague or a bit out of date. 

Increase you chances of winning with a video made specifically for the tender you’re working on and tell them exactly why you should be picked. 

New Showreel – Software Demo Video

In 2012, we made so many Software demo videos that we’ve produced a new showreel based on our latest work. Take a look!

www.rossiterandco.com/software-video-production

Enhanced Video SEO with our hosting

In the past, it was hard to let search engines know what the content of your video was. 

Now we have updated our business video hosting to include CC. This is the option to show subtitles of the voice over in your video.

This is not only an aid for the deaf, but it tells Google exactly what is in your video – boosting your SEO power. 

Site restructure

We’re aware that with so many different video products available  navigating around the website can be a little tricky sometimes. 

So we’re in the process of re-thinking the layout and structure of the site, so in the future you can always find the page or product you want, quickly and easily.

We’ll also be adding lots of new video samples, so that no matter what industry you’re in (almost), you’ll find something relevant and fantastic to watch!

This will be released in February - so keep a look out. 

***

Obviously, we have loads of video production work going on, but right now a lot is top secret!

Bye for now, Rossiter & Co team

They’ve recently launched possibly the largest ad campaign ever undertaken in the history of the World.

Almost every youtube video has an ad at the start, an ad from Google themselves, telling us we need to have video on our websites, and in our online advertising.

Okay. We get it. Google says we need video.

It’s the sheer scale of 4 billion youtube plays per day that takes the breath away.

This is a lot of advertising, on a grander scale than anyone has ever undertaken.

The net result of this advertising can be simplified as 3 words.

These 3 words are: ONE PER PAGE.

A video for every web page.

This will stretch the imagination – and the budget – for some.

For others – and possibly this includes your competitors – they’re already planning for One Per Page.

And the truth is that One Per Page will cost you the best part of ten grand.

And Google’s telling you to do it.

The Impact of One Per Page

The people I fear for most are those leaders whose marketing know-how is based on the technology of earlier days.

I know from experience, that for many leaders getting just one video is seen as “both a good idea and a necessary evil”.

This minimalist attitude to video leaves bags of opportunity for the more enterprising companies, probably with younger leadership, to steal market share by actively pursuing a One Per Page video marketing plan.

How to spend 10 grand on Video

This isn’t hard.

Most B2B companies need:

> A Home page video

> A video for every Landing page

> A Video for every product or service sector

> One of more testimonials / case studies from happy users.

> Perhaps a technical excellence video, or an implementation video, or a Facebook video

Bringing all this together takes a Video Marketing Plan.

The Advantages of a Video Marketing Plan

A Video Marketing Plan gives a number of clear advantages.

> It lets you plan properly, and not knee-jerk overreact to, the new phenomenon that Google is busy creating

> It lets you plan your budget over a year, as a suite of web videos will take up to a year to implement.

> It encourages you to find a video production partner, rather than just find a video company piecemeal.

More info on Video Marketing Plans here 

So now Google’s saying you need to spend 10 grand, your Video Marketing Plan will help you spend wisely and effectively.