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Successful Video Marketing in Toronto

Until recently, the most important objectives for Toronto companies with successful video marketing strategies were to educate their customers, expand brand awareness, and increase online engagement. Today, it’s well known to Toronto marketers that online video production can also increase website traffic, leads, and ultimately, sales revenue. However, these results can only really be achieved by creating quality content with proven effectiveness; this is the first step to success with any video marketing campaign.

Trusting the part time wedding videographer in the office with projects with this kind of sales potential would be a serious mistake. Toronto companies that enjoy the most success with video marketing almost always hire professional video production companies to produce their content. In fact, Vidyard in partnership with Ascend2, recently fielded a survey and it turns out that 93% of North American companies outsource MOST of their video content production, another 21% outsource ALL video content creation, while only 7% create video content entirely in-house.

Being a corporate video production company in Toronto for almost 15 years, we at Groovy Concepts understand the reason for such one-sided statistics on this matter. To begin with, it’s important to point out that, according to the survey, companies with the most successful video marketing strategies get the most ROI from customer testimonials. This can’t be that surprising since customer testimonials are a savvy way to provide viewers with the proof that they need that a company’s products or services are in fact “great”. Customer testimonials are seen as twice as effective as case studies, showing the psychological impact of customers vouching for a company’s products or services compared to a company boasting their own products or services.

The only problem for Toronto companies planning to dive in and create testimonial videos is that these are among the most difficult videos to produce… especially if your customers are scattered throughout the country or continent. From the video production standpoint, conducting professional testimonial interviews is an art form in itself. From shot set up, framing, lighting, and cinematography, to using the right choice of mics and audio recording equipment…. and let’s not forget post production editing, sound, and effects. A thorough knowledge of contemporary media aesthetics, branding and how these practices translate into the video production medium is also essential.

Then there is the interviewer-interviewee interactivity that is required at the shoot. Professional interviewers have the ability to put the interviewee at ease quickly, they help them to forget about the camera, and are able invoke powerful emotion, statements, stories and sound bites from their interviewees. Contrary to popular opinion, it is nowhere near enough just to send the interviewee a list of the questions in advance of the interview. Interviewing is a true art form, not to be entrusted with a novice. A video production company in Toronto that can provide a talented and experienced interviewer to an interview shoot is invaluable.

In Toronto, the keys to victory with video marketing begins with outsourcing your projects to a qualified video production company. Long past are the days where companies can get away with simply pointing a consumer grade camera at someone and hoping for the best. Today most viewers will only watch videos they find engaging and that have a high level of production quality. In the subject of “how can we afford to hire a professional video production company?”… the real question is “how can we afford NOT to hire a professional video production company?”.

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