Thought Leadership

How Video Can Provide Consistent, Quality Social Media Content

If your business is like many, you’ve likely explored social media for awareness, to reach more potential clients, or to stay relevant amongst competitors. But to truly get the most out of your social media efforts, consistently posting quality, engaging content is key. Here’s why posting consistently on social media platforms is critical, and how video can provide you with the right content to make every post count.

Why consistency is so important

If there’s one main reason to strive for consistency in your social media strategy, it’s to establish credibility with your audience. Posting a solid case study or market trends once in a while isn’t enough. Your account must regularly churn out excellent content that your users find valuable. The more consistently you post great content, the more your audience engages with your posts. The higher the audience engagement, the more likely social media algorithms will prioritize your posts for your audience. 

Video: high-engaging content true to your brand

Posting regularly is a great start but what you post is just as important. Unfortunately, creating fresh, quality content on a consistent basis can take a lot of preparation on your end. That’s why having a video plan focusing on the many different areas of your business can help with keeping content fresh, while ensuring a consistent message. 

There’s no argument that posting videos on social media channels get results. On average, social media posts with videos get about 48% more views. Here are some video types that can provide enough high-converting content for frequent and consistent posting:

Video case study

A video case study exploring a common client issue showcases what your company does best while offering your audience potential solutions for an issue they are experiencing. 

Recruitment video

Not only can a recruitment video help your company reach top talent on social channels such as LinkedIn, but it allows potential clients to get a glimpse into your company culture and the quality of employees your company hires. 

Brand video

If there’s one type of video that communicates your company’s values, mission, vision and what sets it apart from the competition – it’s a brand video. These videos are goldmines for finding 2-3 minute snippets to highlight why your company is exceptional. 

Campaign videos

Special events, such as anniversaries or fundraisers, often call for video. Most importantly, these videos showcase important aspects of your company, such as its history, growth or involvement within the community. These provide wonderful snippets to publish to your social media channels. 

Take social posts to the next level with high-quality graphics and professional copy

Now that you have some substantial video content to share with your audience, consider maximizing your results by adding high-quality graphics and professional copy to your posts. 

Scheduling social media posts in advance is a huge time saver, but unfortunately, it prevents your videos from automatically playing in users’ feeds. Since uploading videos one-by-one isn’t ideal, consider alternative ways to stop users from scrolling past. Incorporating high-quality graphics is a great method to capture attention, while encouraging clicks. Professionally-designed graphics can also make calls-to-action stand out by boldly incorporating them into the image, increasing the likelihood your audience will convert. 

While visual aspects of your social posts are essential for capturing initial attention, the surrounding copy is critical for getting your audience to take the next step. Professional copywriters are skilled at determining what tone and voice to use in order to connect with your target audience and motivate them to act, all while staying on message. This not only requires a mastery of persuasive language, but a nuanced understanding of your audiences’ wants and needs. 

Used together, video, copy and high-quality graphics can do wonders for increasing audience engagement on social media. The key is finding a trusted partner who can plan, create and execute all three in a way that seamlessly tells your story. The experts at Frost Media Group can map out a strategy that gets results. Contact us today to see how we can help.

Move Your Audience with Motion Graphics and Kinetic Typography

Video is an exceptional medium for making a connection with your audience. By itself, it allows viewers to build feelings of trust and develop empathy for your business through your executives, staff or satisfied customers that appear in the video. But if your business is service-based, or offers expertise in solving complex problems, explaining what you offer can present its own set of challenges. Luckily, with video, there are numerous options. A couple of these options, motion graphics and kinetic typography, can help illustrate your organization’s unique value in an easily-understandable way that engages your viewers even more. 

What are motion graphics and kinetic typography?

Chances are you’ve already seen a video that has used motion graphics. Basically, they’re graphic design animations that help bring a video to life. They can be story-based and use text, visual, and audio to help further the narrative, or they be used to add visual interest to abstract forms such as logos. 

Kinetic typography is another type of video animation similar to motion graphics, but mixes motion and text. While it has become more popular recently, its roots go back to the early 20th century. It was used more prominently in the 1960’s, when production artists started combining video and graphic elements to add flair to movie titles and credits. Opening sequences began featuring names and titles that flew in, raced out, or were otherwise animated. More recently, artists have used kinetic typography as a cornerstone storytelling technique within video, with businesses also latching on as a way to communicate services, values or important initiatives. 

Why use motion graphics and kinetic typography in video?

Motion graphic production is especially effective when it’s used to explain a complex or detailed concept, such as what your organization does, or its process. This approach can also help provide tangibility to service-based businesses who don’t have a physical product to sell. While videos that feature real people that your audience can identify with are essential, sometimes it makes more sense to explain the bigger picture and connect the dots on a higher level by using the right combination of motion graphics to support the overall story while getting viewers excited. 

Let’s say your company works in project or real estate development. In these industries, there are numerous stakeholders involved, from project stakeholders to community members. There’s also many legal hoops to jump through, which can be challenging to explain to an audience without a specific type of knowledge or background. Not to mention, it’s a professional service you’re offering, one that doesn’t sell a product, but provides intangible expertise. 

One approach you can try is to use motion graphics to animate how your company’s community engagement strategy informs impacted neighborhoods through the beginning, middle and end of the project. Or you could use motion graphics to illustrate how your team navigates the complex world of zoning permits to ensure the project remains on time and on budget. The artistic depiction of the process’ and its various stages helps simplify complicated ideas, while showing your company’s value in a way that’s easy and engaging for the viewer. After all, the more engaged the viewer, the more likely they are to take a desired action.

Trust in Frost Media Group

If you’re determining whether motion graphics and kinetic typography are the best options for your organization, we can help. The team at Frost Media Group has helped businesses of all sizes and industries tell impactful stories to connect with their audiences. Contact us and explore how we can help you!

Use Channels to Your Advantage

Use channels to your advantage

As with every campaign keeping your audience top of mind is key when choosing where to publish your content. Since audiences often overlap across channels, you’ll likely use a combination of several – or a multichannel approach. This is where you can begin to think strategically about the content and channels you have, and how you can use them in a way that gives you the biggest bang for your buck.

While some campaigns use a blend of traditional and digital media in efforts to increase reach, it may be worth considering utilizing solely digital channels to stream your message far and wide. Using social media channels, for example, allows you to reach more people than traditional forms of media. Just one piece of content can get a lot of mileage, potentially reaching hundreds, thousands, even millions of people. Achieving that kind of reach using traditional distribution channels requires creating a lot more content, and a much bigger budget.

Minimal input, maximum output

It’s easy to get overwhelmed by the amount of content needed for successful campaign. But if you think about your content as flexible, reusable assets, you can cut down on your content production time significantly while reaching more people.

To achieve this, try using what we call a minimal input, maximum output approach. It’s a simple one: focus on a few solid pieces and use them in different ways across multiple channels to ensure your content gets the most mileage. This eliminates the need to create new content for every type of channel, and for every type of audience.

For example, you can post a video on YouTube and be done with it, or you can find ways to get it in front of more people. In addition to YouTube, try posting video clips and stills on Facebook, Instagram and LinkedIn. In your campaign emails, drop in a video clip or a couple of still images. Post sound bytes alongside copy and images on your website to tell a bigger story. That’s six different channels with only one piece of content. All of this allows your message to be in a thousand different places at once, increasing your reach exponentially.

It also helps to keep in mind the shelf life of your content assets, and think beyond just this year’s campaign. For instance, this year’s recap or thank you video to donors can easily become next year’s awareness piece. You can also reuse the content in the form of archives on your website to show potential donors and supporters.

That’s it! You’re ready to go forth and market your campaign. But before you do, chat with our team at Frost Media Group about creating professionally shot and edited videos. Even one video can produce enough content to promote your campaign to multiple audiences on several channels.

How Advertising on Connected TV and YouTube Can Expand Your Reach and Save You Money

Want to get more bang for your marketing buck while reaching a younger demographic? Platforms like Connected TV and YouTube may be the answer. 

Looking at the numbers, it’s no wonder why savvy marketers are flocking to these platforms. Over 13 million American households have abandoned traditional television-watching in favor of Internet-powered streaming. That’s in addition to YouTube, which boasts a whopping 1.3 billion users. Traditional television simply can’t attract audiences that size. 

It’s a common misconception that no one watches ads anymore on streaming services. Hulu recently stated that 70% of its 82 million subscribers were on an ad-supported plan. That equals about 58 million sets of eyes ready for ads. But what makes this advertising channel so valuable is less about quantity and more about quality

Because CTV users are required to log in, often through Facebook or Google, stored user data is readily accessible for ad targeting. Much like advertising on the Internet, this provides an abundance of user data on how audiences interact with the web, including previous purchasing behaviors and spending habits. Advertisers can then tailor ads to precise audience segments, making them exceptionally relevant and ultimately, more effective. With all this user data comes even better data collection. Advertisers can easily gain a sense of what’s working and what’s not, and can quickly adjust rather than continuing to allocate fixed budget dollars towards ineffective methods. Think of how much you could save by knowing which ads are leading to action, and which ones are causing you to throw money away. 

YouTube is another platform that has turned traditional advertising on its head. Almost one-third of the Internet watches over 5 million videos daily. That’s a lot of eyeballs. What’s more is that YouTube ads only cost between $0.10 and $0.30 per view. And like Connected TV, advertisers can easily measure how well ads are performing, through the platform’s own analytics. 

Perhaps the biggest advantage of YouTube is its reach. YouTube reaches more U.S. adults between the ages of 18 and 49 than any cable network. Many advertisers are now ditching those coveted primetime spots costing hundreds of thousands of dollars as they’re quickly becoming a thing of the past. 

But before you can reap the benefits of 21st century video advertising, you’ll need some eye-catching, memorable video. That’s where Frost Media Group comes in. We’ll work with you from start to finish to produce the best video for your digital marketing and programmatic campaigns. We’ll even look for opportunities to pull 30 to 60 second clips that you can use for marketing on other channels, like social media or your company’s website.

Contact us today to learn how to get started.

Three Characteristics of Amazing Culture Videos

Three Characteristics of Amazing Culture Videos

Company culture videos can serve many different purposes. These videos can be an effective way to recruit new employees, showcase company perks and benefits and give an overall sense of what your company is about. If your company wants to use culture videos to help attract top talent or connect more with clients, here are a few key components of what makes an ordinary video a great one.

Great Culture Videos Tell A Story

No two companies are alike, regardless of how close they are in a market position or their service offerings. That’s why a company’s story is so vital to its identity. Sharing its origin and foundation, its early years in business, as well as how it currently functions, gives the audience a true sense of how that company has evolved throughout its history. Milestones, successes, and challenges are the chapters within the story, illustrating how a company has grown and adapted.

Through watching a video, your viewer has indicated they want to know more about your company. They want to see how your business operates, its principles and how it has evolved. In short, they want to know your story. With this information, your audience begins to form an opinion about your company on whether it’s trustworthy. This trust is a key component in your business, and one that will go a long way in making your company stand out when it’s time to make a purchase or submit an application for possible employment.

It Showcases Its People (And Not Just The CEO)

We’ve all seen the traditional corporate company culture videos with the dim lighting and the generic, neutral-colored wall as a backdrop. They consist mostly of the CEO or president detailing the vision for the future and how every company employee is a part of making that vision a reality. Yet, none of those employees they speak of are ever shown. The viewer might get a few moments of another member of the C-suite or even a senior VP. However, the frontline employees, the ones who may hold the position a possible viewer is applying for are nowhere to be seen in the video. This is an enormous missed opportunity.

Yes, it’s essential to hear where a company is headed in the next five years from the perspective of its leadership. But what strikes a chord with potential employees is hearing someone in their position explain how the company’s flexible work-from-home policy has made their quality of life exponentially better. Or to see someone who works in the middle department express how the company health benefits have been able to get their family the medical care they need.

It Clearly Communicates The Company’s Beliefs

What is it all for? What is the measuring stick to which a company holds itself? A company’s beliefs or values are the foundation on which a company culture is built. These beliefs and values are used to make staffing decisions, identify successes and evaluate areas for improvement. They are the glue that binds together every employee from the president to the intern who just completed orientation. In short, they are at the very core of what makes a company what it is, and are essential to a culture video.

Because of their importance, your company’s beliefs should be a cornerstone in your video. Use them to thread your company’s story and its people together from scene to scene. Or, segment the script to focus on each core belief, and let your employees articulate what specific beliefs mean to them and their job as this authenticity is what creates true culture.  

Hire The Pros

There are numerous creative methods to tell a company’s story and illustrate its core beliefs. Whether it’s through scriptwriting, editing, graphics, or a combination of multiple methods, it takes skill to make the whole video come together seamlessly.

With more than 10 years of experience in video production, our team at Frost Media Group creates culture videos for companies of all sizes. Our goal is not only to tell your company’s story, but to highlight and focus on the best aspects of it. We invest the time necessary with each client in order to fully understand what makes their company unique, and how to best translate that through the medium of video. The result is a culture video that is truly representative of your company, and a powerful tool for employee recruitment and client relations.

Contact us today to learn more.

How Video Can Increase a Nonprofit’s Donations

When you run a nonprofit, you know the importance of fundraising and donations. They’re paramount to your organization’s success, allowing it to continue all the great work it does. But fundraising isn’t always a cake walk. In fact, if you’re like most nonprofits, reaching your audience and persuading them to support your nonprofit’s mission is often an ongoing challenge.

Whether within a campaign or as the centerpiece of a digital strategy, a targeted video can help you reach your fundraising goals. By cutting through the noise and helping to form a connection with your audience, using video for fundraising is proven to increase donations while expanding an organizations market reach.

The Human Connection

After years of working with nonprofits, we’re repeatedly reminded that one of the best ways to compel donors is to form an emotional connection. No other medium, aside from in-person interaction, can make the emotional bond with an audience as effectively as video.

Let’s back up and explore the difference between a marketing video and fundraising video. A marketing video, like all types of marketing collateral, is aimed at persuading its target viewer to take an action that leads them further on the buyer’s journey. That action typically centers around learning more about the business’ products and services. The content of the video must be compelling enough to pique the viewer’s interest enough to keep that business top of mind while the viewer is in the decision-making stage.

A fundraising video, however, needs to resonate much differently with the viewer, human to human, on an emotional level. The video must be more than the nonprofit’s cause, goal or mission, but should also show the entire audience why they should care. Not just care a little – but become emotionally invested in the mission. Emotional investment gives the reason necessary to potential donors to become donors and support organizations financially.

Building Trust and Empathy

With a video, the audience can see and hear directly from the people whom work day to day in the organization. Video has the power to give the audience direct contact with the people who are investing their life’s cause towards a passion. Beyond that, they can see and hear the stories of those impacted by the mission. There is nothing more powerful then showing these unique and special moments specific to the cause. Video is the only way to do this.

Frost Media Group Promise

We want to help you take your fundraising strategies to the next level. Our extensive knowledge of video production coupled with our 10 years of experience working with nonprofits gives us the biggest advantage that you won’t find with another video production or marketing company. Let us help tell your story in a way that truly makes an impact and inspires potential donors to act.

Contact us today!

One Over Many: Why Utilizing a Single Agency Is Better for Your Marketing Efforts

For small business owners, it’s tempting to divide marketing projects amongst multiple agencies. After all, why not have a specialist for each objective in your marketing strategy? In theory, this approach would ensure that you have the right agencies to do exactly what they do best – whether it’s copywriting, digital campaigns or video.

But the reality is often much different.

With the help of technology, your audience no longer experiences your marketing channel efforts in silos. The buyer’s journey has become non-linear, with very few, if any, hard stops between stages. Often the challenge small business owners face isn’t the lack of expertise in each marketing discipline, but in providing a consistent, seamless experience for customers regardless of how they enter and move within the funnel.

The Need for Consistency

With that comes the need for a seamless experience and consistent messaging. Too often, the more agencies involved, or “cooks in the kitchen,” the increased likelihood for a company’s voice and message to be tweaked. This can lead to straying too far from the original messaging, which can become confusing, fragmented and inconsistent for the audience. Since consistency is essential for gaining an audience’s trust, too much inconsistency in messaging can have the opposite effect, leaving your company at a severe disadvantage.

There’s also the challenge of creative consistency when working with more than one agency. We’ve seen this time and again while working on video. A brand video, for example, can have a multitude of agency players included in the process – from the ideation phase through post-production editing. It’s essential that every member of the team is in sync through the duration of the project to ensure the nuances of the creative vision are left intact. Too often that enormous responsibility falls solely on the creative brief.

A Customizable Solution

Frost Media Group mitigates these modern challenges by providing a holistic approach to delivering marketing and advertising content. Our Monthly Video Plus program, or MVP, ensures you have custom-tailored content for your business each month from a single source. No risk of fragmentation, no threat of inconsistency.

Here’s how it works: each MVP package consists of a combination of video, creative content and advertising specific to your business goals. For video, you can choose from brand stories, training videos, event recaps and more. The length and production details of your video are dependent on which package you choose and can be completely tailored to your business needs.

Additionally, you’ll receive creative credits for use on different types of marketing each month. Need more website content one month? Let us help. Want to try additional digital advertising for the next few months? We’ve got you covered. This flexibility allows you to stay at the wheel of your strategy while we ensure your message and marketing efforts are as strong as they are seamless.

And just like that, you can focus less on managing a group of vendors and go back to doing what you do best – running your small business.

Frost Media Group Joseph Joe Frost Omaha Brand Campaign Viral Marketing Ad Subliminal Marketing Segmentation

Three Fundamentals of Marketing and Flaws in Your Understanding

8K4A5621In my experience working with entrepreneurs, executive directors, and executive teams, “marketing” means a lot of different things to a lot of different people.

To some, marketing is a term used to describe advertising efforts. To others, marketing is branding assets including logos, business cards, and promotional materials. For many, marketing is associated primarily with sales related activities. Rather than challenge these descriptions of marketing, I want to clarify my description as a professor of marketing.

Marketing is simply a way to connect prospects with products and services. That’s it.

But while we’re at it …

Sales is simply a way to exchange value between a buyer and a seller. And branding is simply establishing perceptions people have of products, services, and other people or organizations. To further clarify and simplify: marketing is connecting, sales is exchanging value, and branding is establishing perceptions.

At this point in the blog you might be thinking that connecting, exchanging value, and establishing perceptions are the three fundamentals of marketing – you would be wrong.

The three fundamentals of marketing are strategy, content, and traffic.

Strategy is your plan to win. Content is your story. Traffic is your audience.

Marketing must be thought of in terms of wins and losses– connections made and connections lost. If you’re like the vast majority of people I work with, this is the first flaw in your understanding of marketing. It’s unbelievable how many people are spending thousands on “marketing” without a strategy and worse without measuring success at all. Unfathomable, unbelievable, but unfortunately true.

[quote]You must have a strategy first and foremost for your marketing efforts to be successful![/quote]

Content is king. Yes, that is true but it’s not marketing unless it’s YOUR content. I am so sick of the aimless, mindless, and pointless content that I see supposed professionals in marketing create for their clients. It’s a waste of time, money, and resources and it’s not marketing. This is the next biggest flaw in your understanding of marketing. Content alone is not marketing and will not connect with your prospects.

[quote]Your story is the only content that will connect prospects to your product or service. [/quote]

If content is king, traffic is your realm of possibilities. In marketing terms, it’s potential prospects (in kingly terms: unworthy peasants). This is the last flaw in your understanding of marketing. Traffic does not equal prospects. No matter how many google leads you buy, SEO positions you own, or likes you have on facebook; it doesn’t matter if the wrong people show up. But, when is the last time you even defined the right people? Who do you want in your realm? What are their demographics, psychographics; wants and needs; and desire to connect with you?

[quote]You must know who your target prospect is before building valuable traffic to connect.[/quote]

I write this blog in hopes your understanding of marketing will be improved and you’ll want to connect with me. If you’re interested in discussing how Frost Media Group can assist you in connecting more with prospects using our video solutions and creative strategies, please contact me at joseph@frostmediagroup.com.

Now, go find your prospects, share your story, and plan to win!

New Media Habits

Revisiting the New Media Habits

2013-05-04 12.43.44A few years ago when I began writing the book, New Media Habits, I wanted to share the fundamentals of social media; fundamentals I had learned while exploring the new media. I wanted to teach people the difference between new media and traditional media, share some of the new media tools I found valuable, and give readers a simple template to build their own strategy for success. In my book, I clearly define what new media success is (GripItROI), and provide a method to achieve it (Mastering the 13 Habits).

Today as I look at the contents of the book, I am more convinced than ever that it is truly a Fundamental Guide to Social Media. The 3 Pillars of new media are still Strategy, Content, and Traffic. The habits contained in each pillar still need mastered in order to achieve success. The 3 orders of ROI are more relevant than ever.

Engagement is still a false indicator of success; it’s the reactions of interest that are the real ROI, and everything else is just hype.

Yet, I feel the need to revisit aspects of the book that need updating (e.g. tools), enhance the discussion surrounding the 13 habits, and dive deeper into the concept of GripItROI with case studies.

Since I wrote my book, I began teaching entrepreneurship and marketing at Midland University for the Hybrid MBA Program. I have also refocused my company Frost Media Group from an “agency alternative” offering just about anyone creative services to a “video marketing agency” focused squarely on video production and creative strategies for nonprofits and SMB entrepreneurs. Thus, my decision to revisit the book is not to market my Social Media or New Media outsourcing services but rather to continue to teach, share, and give my readers and clients simple templates and strategies to truly achieve new media success.

I plan to release a new e-book that will serve as a companion piece to my original book, New Media Habits. The e-book will be interactive, thus allowing for ongoing updates to it from updates to the NewMediaHabits.com website. In addition, the website will include a complete digital archive of hundreds of how to action plans for Mastering the 13 New Media Habits. Over the next several weeks I will be releasing portions of the e-book on my Frost Media Group blog. These blogs will focus on marketing fundamentals and their relationship to the 13 New Media Habits.

Stay tuned, there may even be a few One Minute Videos!

marketing video shoot

Lead Generation | One Minute Videos

We wanted to generate leads from the Buy the Big O Show so we devised a Video Solution and Creative Sprint to do just that.

We filmed a One Minute Video discussing lead generation to get our message in front of exhibitors of the show. We got 36% of our audience to view our video and achieved a 176% ROI.

It’s just another example of how simple and effective messages can be delivered to any audience using video and creative sprints.

 

Frost Media Group is an Omaha video production company. In our content-saturated, short-attention-span world, breaking through and resonating with your audience is not easy.

However, when it comes to telling your story and sharing it with your audience, there is no tool like video. Through video, you can convey a compelling account of who you are, what you do, what you stand for, and why your audience should care. Through video, you can create an emotional connection to your business, brand, or nonprofit. And emotional connections inspire action.

We are Frost Media Group. We are a video production and video marketing company that produces and distributes video that breaks through. Video that resonates. Video with a purpose. Whatever your story, whatever your message, we will find a strategic, creative way to express it to the world.