Videos are powerful because they can entertain, have the potential to go viral, they are easy for viewers to consume, demanding little brain power, and can be used for teaching, too. Syndacast forecasts that 74 percent of all Internet traffic in 2017 will be video. But some videos just don’t work – and for small businesses this could mean a loss of clients!
Just because a smartphone can record High Definition video, which can be edited with a free ‘app’, doesn’t mean it’s going to help your business – a poorly made video will have a negative impact on whatever you are trying to promote.
Video MARKETING means using videos within your marketing STRATEGY to promote your business, product or service. And STRATEGY is, sadly, what is lacking in so many of the videos I see being made – especially by small businesses, just because it’s now technically possible to record High Definition video on a smartphone!
Don’t get me wrong – I think it’s fantastic that we all, with a little bit of practice, have the technical ability to make videos – for very little cost. We can even broadcast ourselves ‘live’ through many of the apps available such as Periscope, Meerkat or Facebook. HOWEVER I will not waste my time watching any more videos that are just composed of images plonked onto a music bed – no additional info – just wallpaper images with elevator music. Nope – there are many more interesting videos out there that give me more value for my time – which, like yours, is precious. And what I love best of all is to see the business owners themselves – rather than just their products. Business is done between people and video is a great way to get the personality and passion behind a business across to the customer – but that’s another subject that I will be writing about in another blog . . .
So before any camera is picked up, whether professional or within a smartphone, make sure you address these 6 points below first. If you don’t, you could lose customers!
- What’s your message? What need or desire are you going to fulfil by someone buying your product or service after watching your video?
- Who is your target audience? Age, sex, current knowledge of your product or service? What do they need or desire?
- Your business is made up of many aspects – don’t try and cram everything into one long video. Instead, think about how you might be able to, perhaps, make a series of short videos, that you can drip-feed out – such as a series of videos that answer your customers’ FAQ’s and show you as the expert? Tailored videos with specific goals and messages will be much more effective in the long run.
- Don’t forget to start your video with a greeting – and end it with a CTA (Call to Action). BUT keep them short – especially the initial greeting as it’s during the first eight seconds that viewers decide whether they are going to carry on watching or just zap to the next video waiting for your potential customer. Do you want your viewers to sign up for something? Do you want them to go to your website? Make it clear – and easy for them to do so!
- Be real and authentic; you want your viewers to see you as an expert and place trust in your brand.
- Once your video has been shot and edited – and music and graphics added where appropriate – what are you going to do with it then? How are the right people, ie your target audience – going to get to see this video that you’ve put so much effort into? You have many options on social media from organic sharing to paid ads. To help you understand the differences between two of those platforms, Facebook and Youtube, check out a recent blog of mine here.
I strongly recommend that you take advantage of the power of video as a way of marketing your business – and maximise on the current technologies. Get in touch with me at Joanna@videoprofrance.com to arrange a time for a free thirty minute chat about how our video production and marketing services can benefit your business.