10 Tips For Producing Video to Promote Your Business!

Since the dawn of electronic media, businesses have used video to connect with audiences in unique and meaningful ways.  Video has dominated the traditional advertising landscape for decades yet is only just now beginning to transform consumer engagement online.

Just look around.  We’re all starting to see more of an emphasis in corporate use of online video for marketing, branding and sales.  Why has online video taken hold so quickly?  The simple fact is it works!

Over the last 10 years, most companies could only afford to use text and photos, either on their website or in emails, to describe their company, service, or product.

In more recent years, however, things have changed and a fundamental shift is taking place right before our very eyes.  The metamorphosis from text/photos based websites to video infused multi-media websites has taken hold and is delivering a more dynamic way for companies to tell their story.  By adding video, website owners can now express themselves better and explain their message more clearly and, in the process, reduce confusion while increasing conversion rates!

So why aren’t more companies using video?  Clearly, there are many reasons but among the most common is a concern that incorporating online video is expensive and offers little return.  This couldn’t be further from the truth.  Although now-a-days video is quite affordable, in this economy, some businesses just don’t think it’s important enough to spend the money.

But the fact remains that video tremendously increases conversion rates.  So the real question business owners need to ask themselves isn’t how much video costs, but how much income are they losing by not using video.

In the age of lightning fast web-based communications, it’s even more critical now to be ahead of the game and in front of your competition.  If a business waits until everyone else is using video then it’s too late.  Now is the time to employ video while it is still somewhat new so that you can stand out from your competitors.

1. One video is all it takes to start.  Don’t get overwhelmed by all of the different video options, just get started with one.

2. Quality is a must.  Always make sure your videos are shot in high definition, and that you have professional lighting and sound.  You must have a high quality video on your website because potential customers will judge you based on the video that represents your company, products and services.

3. When thinking about your video and the concept, keep in mind of who your target market is, the message you want to get across.

4. Do some research related to your business and industry using Google or other search engines and see what video’s your competitors are doing, if any.  Write down what you liked most about your favorite video, make a list of the key features that you may want included in your own video.

5. You don’t have to have someone on-camera, but if you do be sure that they are comfortable in front of the camera.  If not, it’s best to hire a professional; someone that will represent you well.

6. Another thing to consider is having the video spokesperson be the same age as your target market.  If your market it the corporate world then you may want an older more experienced spokesperson.  If you’re market is surfers then you’d want a young, hip surfer-type.

7. Keep the length of your videos short.  If it’s a simple introduction video on your home page then it should be no more than 45-90 seconds.  Other videos should be no longer than 2 minutes max because you’ll lose the viewer after that.

8. Every so often throughout the video, be sure to have your website address fade in and then out in the bottom portion of the video for branding.

9. You should always include a call to action in your videos that makes it clear what they should do next.  Whether you want them to complete a form, click through to another page, pick up the phone, or buy a product, make sure you tell them what you want them to do after watching your video.

10. End your video with a contact information page so that people know where to go to reach you.

In short, video doesn’t have to cost your company an arm and a leg.  There are a variety of low cost video options available; it’s just a matter of doing your homework.  So, don’t let your competition get the edge on you by using video to engage your customers.  Make 2011 the year your company breaks out from the pack through the use of dynamic video.

If you would like to talk about how video on the web can improve your bottom line,  please give me a call at 440-519-1500 or e-mail me at john@x2media.us  X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered. Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!  From X2Media I would like to thank you for your time.   John E. Hornyak X2Media, LLC