Business Videos from an MBA

When looking for a producer to do your business video, you might want to trust it to someone with an MBA.

Business videos are becoming more and more instrumental as time goes on. The reliance on web videos by consumer and business buyers alike is becoming more and more pronounced every day. In fact, a recent survey finds that businesses are moving increasingly from trying to reach their customers on regular TV to web video.

This is not a surprise.

We’ve all heard the astounding statistics about the growth and influence of web video:

  • there are 4 billion YouTube videos watched every day
  • the average YouTube viewer watches 5 hours of video per month
  • there are 100 hours minutes of video uploaded to YouTube every minute

These numbers are truly staggering but are in fact, growing. People are becoming more and more addicted to internet videos.

And how does a sharp business person communicate with all these potential buyers?

business video producer Jim PenroseBy creating their own business videos, of course. And to do this, the obvious step is hiring a video producer with a diverse business background. And what could be more appropriate that a video producer with an MBA from one of America’s most prestigious business schools?


I was pleased to learn that a profile I had submitted to my MBA magazine at the University of California Business School had been accepted for their “Alumni Notes” section. In it, I recounted how the broad business background of the Haas Business School had given me a broad background that allowed me to help create business videos for my clients for over 30 years.

I am proud of the diverse background I have received, not only from my MBA studies, but from the many years of experience in producing award-winning videos.

Perhaps more importantly, I’m proud of the 100% customer satisfaction rating we’ve received.

When it comes to making business videos, we truly relate to the perspective of our clients. Rather than trying to create fluff videos that entertain, we create business videos that accomplish the goals that we mutually develop with our clients.

Why don’t you come by and see what you can get from a company that truly understands business videos? Come to Penrose Productions.


Measure Web Video Success in Sales and Marketing

Do you ever wonder how to measure web video success in your sales and marketing efforts?

If you’re a content marketer or advertiser, there’s no doubt you know the power of video marketing.  Video is one of the top resources that potential clients and customers turn to when they’re doing pre-purchase research and want to learn more about what a business has to offer.  Video content, done correctly, is one of the best ways to market to these new potential customers while also keeping your current customers engaged.

A common question we hear about video when it comes to marketing and sales is how to actually measure web video success.

measure web video success

In essence, how will you know if it’s working?   This is a really important question to answer because if it’s neglected, you may find yourself spending unnecessary time spinning your wheels (or ‘reels’ in this case!) without seeing any results. Or if the video does work well, can it do better?

Before you start any video marketing, you want to make sure you have goals set in place and an understanding of the metrics you’ll use to track the achievement of those goals.

The most common goals for video marketing are:

  • to increase brand awareness and drive engagement
  • to generate leads and drive sales opportunities
  • to drive traffic to website
  • to encourage subscriptions to a service (whether it’s a mailing list or video-based premium feature)

Once your goals are set, and you have your video up and running, you want to begin to measure web video success by examining the metrics.

To strategically do this, you need to look further beyond the ‘views’ metric.  Sure, this is a great place to start, but it’s only the tip of the iceberg.  Getting your video looked at is important — in fact, after video creation it’s at the top of the sales funnel.

But you need to drill down deeper to the metrics listed below if you want full insight on how your measure web video success:

Click-Through Rate:

How many people are clicking from your video to your website (especially if your video has links embedded leading directly to your website or another landing page)? Click-through rate is a great indicator of a strong video as well as consumer interest in a product.  Individuals that click-through most likely have some level of interest in learning more about your product or service making this a strong metric to determine lead generation opportunities, an important step when you measure web video success.

Shares and Likes:

If you want to maximize brand awareness, build social credibility and reinforce thought leadership for your brand, social shares and likes can give you excellent insight to how you’re performing. This is especially true in the BtoC marketplace. Forrester Research has found that 70% of consumers trust brand recommendations from friends. So you can see that this is a great ‘immediate’ goal to have if you’re trying to build brand or product awareness, even if you are not going for the direct sell.

Conversion Rate:

This is perhaps the ultimate way to measure web video success for your sales and marketing videos. If you have got the proper analytics installed, you can measure the customer journey through your website, and from this, investigate where your customers are going after watching your video.  If they’re going to your ‘Contact Us’ page or visiting your e-commerce store, your video is most likely doing an excellent job of converting (depending on what your goals are).  If you’re noticing a high bounce rate (people leaving the site), this could be an indication that you need to spend some time re-examining your video content and strategy.

Ultimately you need to test.

Because of the great variety of variables that can go into the success of a web video (or any marketing program, for that matter) it is important to test. Your would want to gather the above statistics as a way to measure web video success for you first web video, and without changing other variables, compare the first video with another version. The one that fares better is the one you should continue with (your “control”) and test against the version you create after that.

It’s clear that video should be an important part of your marketing and sales content mix, but we hope that we have also illustrated how important it is to clearly outline your goals, as well as the metrics by which you’ll track those goals when you’re producing those videos. Monitoring your metrics is the best way to measure web video success and tell whether your efforts are successful or not. And it can help you determine whether you need to adjust your strategy or if you should keep on rolling with your present (and successful!) marketing and sales video strategy.

Now About Your On-camera Message

Tips for improving your on-camera message

Recently I read an article in Men’s Health Magazine (I know, I know, but stick with me here). I thought that several of the points made were valid in the article at “13 Insanely Simple Ways to be More Likable.” It occurred to me that several of these items can also be related to delivering a great on-camera message.

We cover many tips for what to wear on camera, but these relate to how you address the camera.

I was especially impressed by points #6, 7, 8, 12, 13 in the article, and they are listed below.

In our years of producing video productions we often have CEOs and other C-level executives deliver staged on-camera messages and presentations to their employees (we usually edit the presentation and it gets uploaded to our client’s internal website) and some come off better than others. In fact, when we shoot live events and record their speeches to the live audience for later distribution as an on-camera message, the same principle applies.

So those points in the article are totally congruent with some of the things they can do to improve their message on camera.

on-camera messageWe are often told that it is important not to judge a book by its cover; however, many of us make up our minds about a person on the first initial impression. If on-camera messages play a role in your job, then it is imperative that you know how to present yourself well on screen if you want to improve your on-camera message.

Some people naturally come across well when it comes to presenting themselves to an audience while others struggle to look natural or relaxed on camera. The following tips will help you to improve your on-camera presentation.

1. Don’t cross your arms

When someone crosses their arms over their body, it makes them appear standoffish and unfriendly. This kind of body language makes a person look unapproachable and difficult to relate to; it might also seem rude. Many people use this type of body language when they are nervous, so make a conscious effort to relax and make sure that your palms are open and facing the camera while you talk.

2. Smile

Smiling is a simple enough gesture, but many of us forget to smile, especially when we are tense. A smile makes you appear warm, friendly and approachable; don’t be afraid to use a smile in your presentation when it is appropriate and you’ll help your audience to feel at ease.

3. Try Positive Thinking

If you are uncomfortable at presentation then this will show in the way you come across to your audience. Some people are better presenters than others, but don’t let this thought overwhelm you and don’t get caught up in negative feelings over how you might appear on screen.
Concentrate on delivering your message in a clear and concise way and use all of the positive aspects of your personality to get your message across and engage with the audience.

4. Make eye contact

Of course, the camera doesn’t have an eye, but the lens functions as one. When you are presenting to the camera, look straight at the lens. This can help you to appear confident and the audience will find it easier to engage with you. Using eye (lens) contact can help the audience to feel like they have a connection with you and they are more likely to listen to your on-camera message.

5. Be Yourself

People know when someone is giving a false impression. Don’t try and be outgoing, witty and entertaining if that doesn’t reflect your persona or style. Most people are pretty savvy and if an individual’s presentation appears contrived, they will notice. Play to your own strengths and use them to convey your message with clarity.