This is the first blog post in our Video Marketing training series.
With so many companies using online videos to market their products, businesses now have to contend with lots of competitors to vie for the attention of prospective audiences and customers. This is why just having a video for the sake of having one simply won’t cut it anymore. A video needs to stand out and offer value to its audience. With this in mind, here are some tips from video marketing experts that you can use to create your next great marketing video:
1) Have a clear purpose: Jennifer Jager, a Creative Director at Plum Productions and a Contributor at Entrepreneur.com , shares that most clients and companies consult her without knowing what to do with a web video. She explains that often companies want a new video for a website or a campaign but either have too many ideas for a 60-second video or they have none at all. They need to be guided to discover what they want to achieve with their video. Before you start throwing together a script or selecting the speaker, you need to understand the purpose of the video you’re creating. A rule to keep in mind is to be clear. Be clear with your goal. Be clear about who your audience is. Be clear with your message.
2) Know how to use videos online: Brenton Williamson, a Video Producer at Bamboo HR – the No. 1 online HR software for small and medium businesses, shares that companies can maximize a video by knowing how to use it online. He shares four purposes for online videos. First, videos are great for brand awareness, as they easily reach people who have not heard of your product or brand. Second, videos build brand validation. The videos that are embedded on the Bamboo HR website act as “the windows into their company.” Videos can give clients and prospects an idea of what your company is about and what you stand for. Third, videos educate prospects. Bamboo HR’s videos highlight their software’s features and advantages. Therefore, videos not only inform clients and prospects, but they also give them confidence in Bamboo HR’s products. Fourth, videos help retain and educate existing customers. Bamboo HR has hints and tips videos that help customers use their products. When you make videos to share online, follow Bamboo HR's lead and know how you will use them.
3) Provide compelling content: Instead of having a company CEO or VP talk about a product in front of a camera, companies can get more creative and tell a story. This need not be a company or brand story, but the characters should be relatable and go on a journey that viewers want to follow. Aside from storytelling, companies can also help customers or viewers by giving tips or hints, or show how to use, clean, or fix a product. They can also share new information related to your products or industry. When creating your video, remember that the more interesting, creative, and informative the content, the more it’s going to intrigue and help your potential customers. This means more shares and more conversions.
4) Invest in production: Have you seen a TED Talk lately? Although most lecture-type videos are boring, TED videos are compelling and fascinating. Although they last longer than music videos, TED videos have millions of views and are widely shared. What makes them successful is that TED invests in quality and production value. Chris Anderson, TED’s Founder and Curator, shares that they put a lot of thought into each lecture. They make it like a music video and play with lighting, camera angles, graphics, and audio mixing. This is all to say, when creating your marketing video, don’t skimp on production. Making a quality video may require the help of professionals who can add creative insights and solve production issues that come up along the way, but this will leave you more time to focus on what’s important – your strategy and message.
If you have video advice, feel free to leave us your thoughts in the comments below. And remember, if you need any help or advice with creating videos that are right for your company, feel free to contact us.