Online video is now a necessary marketing tool for reaching--and, more importantly, connecting with--followers, fans and customers. By adding a smile and a friendly voice, you can build rapport with your customers quickly and help them relate to your business on a more personal level.
There are several advantages to video marketing. One is its ability to reach all three types of learning styles: visual people who learn by reading or seeing, auditory learners, and kinesthetic learners (who learn best from hands-on methods, which can now be covered in a video via demonstration of a product or service).
Another advantage of video marketing is improved SEO. With video marketing, browsers and search engines spend less time reading through endless web pages of text; instead, they pick up on keywords tagged on videos.
Here are nine tips for creating better online videos.
- You Don't Need Expensive Equipment: Consider using a Flip Video Camcorder. It's a small camcorder that can shoot a few hours of high-definition video, and it costs a few hundred dollars at the most. It's easy to use, plugs directly into any USB port and even includes editing software to get you up and running quickly.
- Don't Worry About Being Perfect: Chances are you won't like the first take of any video you create. It's OK to record a few extra takes, but don't let multiple takes slow you down to the point of taking weeks or months to finish your video. Find the key points, rehearse and then speak to your customers from your heart. Your confidence will grow as you get more comfortable in front of the camera.
- Keep it Short: The less people know about you, the shorter their attention span will be when watching your video. Your prospective customers want to know who you are, what you do and, most importantly, what's in it for them. So give them the message in less than three minutes. Often, 60 to 90 seconds can be enough.
- Include a Call to Action: So many websites have great videos but no call to action. If you want clients to call you or click on a link, then ask them to do so. You can also ask them to sign up for your e-mail list or visit your blog. If your video is focused on what's in it for them, you'll have their undivided attention. So take maximum advantage of this and prompt them to take the action you want them to take.
- Make Your Video Visible: It must be on the first page of your website. Don't hide your video on some obscure or deep page an online customer will never find. Including a short video on your home page can keep visitors on your site longer. Make sure you keep your video "above the fold" on your site, meaning visitors shouldn't have to scroll down to view it.
- Determine Whether You Want Your Video to Begin Playing Automatically: When your customers (or prospective customers) visit your website, do you want your video to play automatically? Your decision comes down to the behavior of your customers. If you're selling a "one off" and customers will only visit your website once to purchase, then a video that plays automatically might work just fine. However, if your customers visit your website multiple times, you may want to consider having your video play on demand, as an automatically playing video could irritate them and make them leave.
- Include Your URL at the End of Your Video: It's a great way to get additional exposure online, especially if you are posting it to YouTube or Viddler, as there are millions of viewers on these sites. Make sure your URL is in a larger font, and place it at the bottom middle for better viewing and exposure.
- Upload to Multiple Sites at Once: Uploading your video to all of the video sites available can be time-consuming. There are paid tools and services you can use to upload your video to multiple video sites simultaneously. There are also free sites, such as TubeMogul. After uploading your video, you can log in to your TubeMogul account and track the number of views, clicks and comments on your video. You can also track 10 other videos within the TubeMogul system, so if you're in a competitive marketplace where video is used a lot, this is a great way to see what other businesses are doing.
- Name Your Video Correctly: Give a relevant name to your video, and your video will show up better in search engine results. Your title should be something that matches what your customers are looking for. For example, if I'm selling widgets, then "Mybestwidget.mov" would be a better title choice than "9077709845wdgt.mov." Use keywords in your title, and search engines will find it much easier to index your video file.
It's important for you to integrate video into your online marketing efforts. Even if you start with a basic video tip on how to best use your product or service, just get it recorded and get it up. Although customers like humor and creativity, messages that help them save time or money--or make their life easier--are what they're really looking for.
Life insurance as low as $14/mo for $250,000 or $21/mo for $500,000 of coverage. Contact MetLife®
Comments:
Hello Ajeva, we have plenty of case study videos on using video marketing to grow your business on our blog. Likewise, you can get access to a link of a recording of a live webinar training I did last summer on exactly what I do daily for myself and my client to get top rankings using simple video marketing techniques and tools. I hope this will be helpful.
I agree completely Jamie. You only have 1 chance to make a great first impression.
How did that turn out? Do what you do best, there are plenty of videographers with experience and equipment that can do the job at a reasonable price.
SO TRUE - You only have one chance to make that great first impression
I agree Starr - videos are certainly one key tool to take business to the next level. althought I might agree with John about the video being of quality and professional, I think for those starting out their online ebiz, a well thought out video even though it is perfect, will still get the same point across and most important, add links and visibility for the search engines. I started with Animoto ( http://bit.ly/bWyxRj ) which is free and then you can move up to their paid professional products.
Hey Dan, Have a look at our site for examples of our work. www.washingtonvideomarketing.com Best, John
I would have to disagree on one point, and it happened to be your first. There is no substitute for quality,professionally crafted video. My business is my baby. I want my baby to wear the best clothes possible. It reflects on my business directly if the video looks amateurish. There are plenty of production companies that offer amazing products at a fraction of what I pay monthly in marketing and adverts. Best, John www.washingtonvideomarketing.com
Video really us such a great internal and external marketing tool. My company, Remedy Films, shoots corporate videos across the southeast and even as far as Texas. Whether it's product promotion, instructional, facility tours, employment, testimonials, weekly/monthly updates, and more we have shot and produced it. Do what you do best, run your business, and let us do what we do best; effectively communicate you brand in a relevant and powerful way. Check out a few of our videos at: http://www.remedy-films.com/category/corporate/ Jamie
Great article. Succinct, to the point. Most small businesses aren't using the power of video to their advantage. There are so many options to promote small business online. Many are ABSOLUTELY FREE and super effective. VIDEO is #1!!
That's very true, Kim. Let me know if you need some help with that site, I'm very familiar with that theme and can do some really cool stuff with it. Dan
The key here, or a summary, would be to describe your video in WORDS as much as possible. That way google/bing/yahoo can read what your video is about and present it to as many people as possible.
Do you have any examples, Armando? We are working on expanding our equipment to produce quality media. Dan
Thanks for that tip! This is one of the negatives with that darn Apple...don't get me wrong, we're big time Mac users but we also wish they wouldn't be so difficult at times.
All good tips! I also wanted to mention that Kodak came out with a camera that gives the Flip a run for its money - the Kodak Zi8. It does all that the Flip does plus it has an external microphone jack so you can control your audio much better, i.e, use a wireless or shotgun mic. As a videographer, we always preach that audio is half the picture so we love this new feature and will be trading our Flip for it. I also just read a post recently on research that found just by having a video on your site increase your sales, even if no one watches it!
Great tips. We implement these a lot in our business and they truly are effective.
These are all excellent tips! Another great tip is to include a link under the video for iPhone users. Because chances are, the video that's embedded into your website won't play on an iPhone. Be sure to make the linked video an Apple file format, such as .mov.
I was just looking for the best tips on creating an online video as I'm planning to create my first obra when I clicked on this post and I'd say you have helped me out in just a few words. I think that the next thing for me to do right now is buy the right tools to make this idea in my head come to life. Many thanks!
You may something about Social Networking but you patently don't know anything about making videos - the biggest turn-off for any customer is to see something that someone cooked up on their home movie camera. It reflects the quality of the company!
Great article on the value of video marketing. Now with YouTube new Advertising program, video marketing is a important part of the tools for all marketers.
Starr- You couldn't have been more timely with this article. I am putting a video on the front page of my website and I am talks with a few peofessionals. How much should a good video cost???