As social media provides the opportunity for more people to share more information on a constantly growing number of topics, video marketing is becoming a powerful tactic for sharing information. For one thing, video tends to stand out among the clutter of links and articles that are most often shared and you can make a high quality video on a relatively small budget. People looking for information on the Web in general, are looking for a quick find—so visuals, such as videos and infographics can trump a long article in best reaching this audience.
According to a survey by Yes! Media Works, video is an important information gathering tool used by C-level executives, and particularly for those under 50.
For professional service companies, it is especially important for a client or prospect to feel comfortable with the professionals who may work on his or her account. Video marketing helps put a face and personality to a name, thus helping to build initial rapport and trust. So, do you shoot a video and wait for the leads will come?–Of course there’s a bit more to consider. The message is always key, but the quality of the video reflects the professionalism and reliability of your company. Also, you have to use and share it in the right places.
10 tips for successful video marketing:
- Know your audience. Just like in sales, mirroring your audience is important in a promotional video. Know your desired prospect and match your dress and delivery to this audience.
- Plan the shoot. Plan ahead the style of the shoot. Will it be a series of interviews? What will be the location? What do you want to be the audience’s takeaway? Plan this out ahead of time and you will save time and resources during the actual shoot.
- Script, but don’t over script. Just like any other marketing tactic, content is king. Don’t sound like you are reading your brochure. Make the video conversational. Know your target audience and speak to their needs and interest. Give them valuable content. Some may disagree, but from my experience, what has worked best is to outline the points of discussion. Prepare and practice what you will say beforehand, then speak to the points without actually reading the script. You will come across as more honest and sincere then reading from a teleprompter. Remember, you can always use the magic of editing.
- Production value can make or break a video. Use a tripod to avoid “shaky camera syndrome”. Also, take some test shots to check lighting. You may want to block the sunlight coming through the windows to avoid looking washed out or add additional lighting. You can make interesting effects with shadows to create an interesting background, especially if you are in filming front of a blank white wall. Using a wireless mic will capture the best sound for an interview type of video. We recommend using a professional to edit your video for best results.
- Consider using a musical score. Often, promotional videos consist of short interview clips or testimonials. Keeping your content interesting and informative to the audience is helpful, but you will be surprised how adding a musical score to the background of an interview clip can give the audio more depth and appeal.
- Be aware of your surroundings. If shooting the video in your office or conference room, be sure to “stage the area”. Clear off the desk of messy papers, staplers, etc., and be conscious of the overall look of the shot. Again, review test shots and rearrange as necessary.
- Keep it short. Be mindful of the attention span of the online hunter of information. We recommend editing to a 2-3 minute length for posting to the Web. 3-5 minutes will work for more specific uses, such as information requested by particular clients.
- Repurpose your videos. Be creative with using video to market your company. A video proposal can make a deeper impact than a standalone document. You can shoot a general video and break it down into segments (for example by service sector or industry topic) and embed sections in presentation files to use for proposals, a kickoff meeting introduction, blog posts, or embedding in your Web site.
- Share! Most importantly, set up a company YouTube channel to store your videos. Also, share your videos via social media. Another idea is to use QR codes to link your videos to your business cards or other print collateral.
- Have fun. From first-hand experience, being on video can be uncomfortable at first, but keep in mind that your comfort level and personality will come across on video. Loosen up, have fun with it and focus on giving your audience an impression they will remember and share.
Please share your tips as well as successful/unsuccessful video shoot experiences. We will keep adding to our list of tips!
What a wonderful blog that is filled with great information. I’m a photographer who’s investing into the motion aspect of photography and you completely said what I’ve been thinking.
Short is sweet. I recently went to a workshop in Santa Fe where we had to create a one-minute video. The nice thing about it being so short is that it ensures that the most important information is presented. Commercials can be painfully long if they go much longer than 30 seconds.
I would like to point out that a musical score is VERY helpful and important. But people need to make sure that they are authorized/licensed to use the musical track on their video as it is copyright protected.
Great post. I look forward to reading more.
Great tips Amy!
I work from home, so I don’t have a retail location, and I’m wondering what makes the best location for filming?
Have you found that it is more effective to do ‘in office'(or in my case ‘in home’) shots or are ‘on location’ videos more powerful?
Excellent article that applies to so many types of online business. I think the best tip is about production value – and audio in particular. If they can’t hear and understand you – what’s the use of making a video?