in today's internet world, video has become a powerful tool for marketers. The saying is that one picture is worth a thousand words...to phrase this to more modern times - one video is worth a thousand pictures. People in the era of web like to get their information visually. Video channels and sharing sites have become powerful search tools in the web. All this means that as a marketer, you should definitely have videos as part of your marketing mix, or you are going to miss out on a great exposure channel. On the other hand, there is so much video out there that is is hard to make your material stand out. This article provides 5 tips to help you create more engaging videos at a moderate cost.
1 - Tell a relevant story - think about the information that your audience wishes to see and how you can provide it for them in an interesting manner. Statistics show that most people are looking for tutorials and training, information on how to use products or educational information such as new trends and tools. Think about the problem that your product solves for your customers and then how to enhance this information in a short video. Present a story line - show the problem and then the solution. Keep the video focused on the i,portant messages you wish to deliver. Make sure what you are showing is indeed the most relevant information your audience seeks.
2 - KISS - Keep it simple and short - think about delivering a focused message in simple terms and within 5 minutes. In today's electronic world even a 5 minute video may sometimes seem to long. People are not looking for flashy high budget effects. You can keep the cost of the video very moderate and still create an engaging film. If you have complex information, consider delivering it in a series of short videos - asking your viewer to watch the next video at the end of each short film (see more below about call to action).
3 - Create clean and focused imaging - consider your composition, lighting and sound.
Composition: The rule of thirds in photography recommends that you divide your frame into 9 blocks (3X3) and use the 4 dividing lines as guides to locating the most interesting objects in the video on those lines. Lighting: When filming people, make sure the lighting is complimentary and there are no shadows falling on their faces. Purchasing a good flash light even for home use is not very expensive and it will change your video completely, giving it a very professional look. Asking your subject to wear colors that compliment their complexion and paying attention to simple make up will also improve your video considerably.
When filing products, make sure the background is neutral and there is no scatter in the frame.
When filming computer screens, make sure there is no reflection and the content on the screen is seen clearly in your film. There are editing software that capture what is going on the screen directly from the computer. Sound: You need to make sure there are no distractions within your video frame. No moving people in the background and no background noise. You might consider using music in your video in a background yet enhancing capacity. Music can help create the right atmosphere for your video without taking center stage. there are websites that provide such soundtracks for moderate costs. If you are recording speech, make sure that you are eliminating the background noise as much as possible and use a good professional microphone.
4 - Do not forget branding and a call to action - your video is part of a marketing mix and its role is to engage your customers to continue their interaction with your information. Place a clear logo in the beginning and the end of your video, so that it is clear to the viewer who is providing them with information. Use your branding colors in the video sequences to enhance your brand even further. If you have music that is identifiable with your brand, use it. You can create such music by using a certain soundtrack in all your videos repeatedly. Make sure that your website link or a link to a landing page is embedded in your video. Include a call to action asking the viewer to do something after they have finished watching your video. should they contact you (provide info how to do so), is there a white paper they can read to further deepen their understanding of the information in your film? should they watch additional videos? Refer them to your website, brochures, presentations and all the other components of your marketing mix.
5 - Share and track - use all the modern web channels to expose your video to a maximum of viewers, and measure their viewing habits so that you can improve your content continuously. Once you have uploaded a video online, make sure it is shared and exposed to your audience via all the available channels. You tube and other video sharing platforms, social media networks, your own website, PR websites, special content websites and indexes or sites of relevant exhibitions as well as your newsletters and mailing campaigns should all have a link to your latest video. Try to create a buzz around the fact that your are publishing new content. Create a special landing page for your video and a corresponding PPC campaign in Google and Social Media platforms. Use the metrics and reporting of channels such as you tube to research the success of your video. Did your audience view your video to the end? how many people viewed it? How many people shared it? All this info is important to understand if your video has indeed provided your audience with relevant information that has interested them enough so that they took the trouble to view your film to the end and even to share it with their colleagues and friends (see first tip about telling a story). If this is not the case, see when the viewing stopped and try to learn from this, where your narrative needs improvement.
If you keep to these guidelines, you will be able to create simple yet engaging video content that will enhance your marketing efforts. In today's internet world, advertising is no longer an expensive undertaking possible only for large and established firms. Anyone can be an internet star! If you create an engaging video and a buzz around it, it can do wonders for your business.
Here is a link to a video I was involved in creating, as part fo my role as MarCom manager for Vidisco Ltd.
http://www.youtube.com/watch?v=-bIIAuM21c0
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