Video Marketing: Get shooting or get left behind

May 17, 2017

Video has changed the way all of us consume content. Instead of watching TV broadcasts on big flat screens, we are turning to on-demand streaming video on our smartphones and tablets. What does that mean for businesses hoping to attract consumers’ attention and bring in new business? It means they need to get on board with video marketing. Now.

“In the digital marketing space, the modern consumer would rather watch a video about a product or service than read about it,” said Chris Ramaglia, EVP at BroadBased. “Prospects who watch videos are 85 percent more likely to make a purchase, so companies that aren’t incorporating video into their digital mix are conceding customers to the competition.”

A combination of several key factors have created a massive window of opportunity for companies looking to beef up their video presence, including:

  • Advanced technology that’s driven down production costs;
  • The always-on nature of social media that’s made distribution easier than ever; and
  • The “screen in every pocket” phenomenon that enables consumers to watch videos almost anywhere, anytime and share them with friends.

At BroadBased we’ve found several ways to easily and inexpensively produce high-quality videos that build awareness, drive leads and create referrals and upsells. Here are a few examples, along with a ballpark budget and time line to produce them:

  1. Testimonial-Style Interviews
    $500 – $800

    What better way to add a personal touch to a product or service than real people talking about how much it helped them? This approach is also great for staff features that enable potential customers to put a “face with a name” and build a connection with your company even before the first contact.

    Bonus Tip: The more comfortable the setting, the more natural the testimonial will come off versus a scripted commercial. The “conversation over coffee” style of this video gives it a very sincere quality.

  2. Animated Explainer Videos
    $300 – $500

    Have a complex service that’s tricky to explain with a blog post or brochure? Animated explainer videos are a great fit because they take complicated topics and make them easy to understand with a combination of copy and graphics

    Bonus tip: Most social media sites begin playing videos without sound, so be sure to add captions that instantly tell the user the subject of the video.

  3. Photo Collage Videos
    $400 – $700

    Not ready to go on camera but still want to market with video? No problem. Advanced video-editing software can take your best product or team photos and turn them into a professional collage-style video that’s perfect for social media and email marketing.

    Bonus tip: Use the best, most-interesting photo you can find for the opener, as that’s what will capture viewers’ attention and hook them to learn more.

  4. Commercial-Quality TV Spots
    Many variables go into creating high-def, professionally produced TV spots. If you go into negotiations with $6,000 to $10,000, you should be able to play ball.

    Broadcast TV is still a viable means to build awareness and keep your brand in front of your target audience. In addition to being a showcase for your company, high-quality commercials are easy to share on social media.

    Bonus tip: Be sure to make the content as “evergreen” as you can, so it will remain relevant and usable for as long as possible.

    Interested in putting a video marketing strategy in place for your company? Get in touch with Chris via email or give him a call at 904-398-7279 ext 17.


Chris Ramaglia

Chris Ramaglia


Chris Ramaglia leads our digital strategies at the agency. He has more than 17 years' experience with online lead generation, holds nine digital marketing certifications, and has a borderline obsession with helping our clients smash their new business goals.