Jörg Hahn aka Jay Green was Marketing Manager with a screen capturing software publisher prior to launching his new company Convima. Now he successfully combines video production with online marketing. Hahn holds an MBA, speaks 5 languages fluently, and is planning to open another subsidiary of Convima in Singapore in August 2009.
Geetesh: Tell us more about this interesting concept of product videos for the web, and how it evolved.
Jörg: The concept is quite simple. We tell you how to make a video and how to get the most out of it. Combining video production with online marketing is a successful and future-oriented concept that initially got started when I was still working with software publisher balesio on ALLCapture. I realized that customers buying screen capturing software, like Adobe Captivate, balesio’s ALLCapture or Techsmith’s Camtasia, only purchased the tool that enables them to capture content and to produce online videos. However, the know-how how to make a professional video in terms of a good film script was often demanded. In some cases, customers don’t have the time to learn how to use such software. This is where the idea to offer consulting on how to produce a video was born. Sometimes customers had an employee in charge of in-house video production, but due to that person leaving that position or the company, the need for an external video production company evolved.
Another interesting aspect of the Convima concept is that we integrate produced video content into our clients’ online marketing mix and therefore boost their SEO/SEM efforts. Most companies use video content exclusively on their website. However, video and presentation platforms, bookmarking services and social media give us the opportunity to boost and promote a video (product video, corporate film, website or online platform presentation) in a very strategic way.
Geetesh: What are the benefits in creating these videos, and how long does it take to create them? Also how much do they cost.
Jörg: If you want to increase your incoming traffic and boost online sales, modern and interesting content is needed to attract more people coming to your site. Once they are on your online presence, you can use video content to improve the usability of the site and therefore increase conversion rates.
Creating these videos and integrating them into our customers’ online marketing mix really helps to strengthen SEO and SEM strategies. We look at where the customer puts his priorities in his online presence. Is his website primarily an information platform, a showroom, lead generator or does it act as a sales engine. Depending on where the priority lies, we generate video content to underline this marketing focus and then strategically position it on the web – with relevant keywords, descriptions and links. This service therefore has a strong SEO/ SEM orientation and enables our customers to be listed on page 1 in Google. They can have a thumbnail of their video displayed in the SERPS (Google search results) or be listed in the SEVRS (Google video results).
The time to create videos really depends on what the customer wants and on the amount of content that was delivered to us beforehand. Content that can go into the final video is existing video material, articles, tables and graphics or most importantly, PowerPoint presentations. In many instances, our clients want to present their website in a brief video or to provide a support tutorial that makes navigating through the order process easier. In those cases, we need to record the screen and incorporate that into the final video. All in all, however, we don’t need more than a week to produce the video and to successfully position it online.
The price for this high quality service is comparatively low. Any video up to 2 minutes starts at 699 € (or USD 899). That includes a consultation about editorial and technical aspects of the content and provision of a film script, the production of the video and the integration of the video content into the online marketing mix. Updates and minor changes to the video content are free of charge for 2 weeks after delivery. Additional minutes will be charged at 149 € per minute (USD 199). For further information, please consult the Convima website.
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