Entrepreneur Magazine declared that video is one of the fastest growing segments of digital marketing and as a business coach, I agree. When done right, online video is an effective way to convey your message to your potential customers.
Knowing this is not enough, you need to understand that video content is all about quality not quantity; so before you make your directorial debut, let’s do a bit of research on how to create the best video for your and your business.
Begin by understanding the different types of video - animation, interview, explainer, slideshow, story, Vlog… and the list goes on. A little savvy searching can produce some clear explanations of each type and how it is best utilised. Start here and decide which angle will work best for you.
Let these two words: professional and promotional - become your mantra. Successful video marketing cannot exist if the content is not always professional and promotional.
Struggling for ideas? Not sure where to start?
Here are some ideas I put to small business owners during my business coaching engagements:
1. Educate your audience.
2. Answer those burning questions.
3. Provide product/service reviews.
4. Offer case studies or testimonials.
5. Debunk myths or misconceptions.
6. Take your customers behind the scene.
Now that you have some ideas, you can formulate your campaign. While one stand-alone video can go viral, the point here is to continuously generate leads and promote growth in your business, which means long-term strategy.
Be creative but not complicated. Simplicity of your message is key. A short, simple creative message is often better, after all you are trying to engage with potential customers before they click away, giving you a small window in which to work.
Before you begin your production process, be certain that you have the appropriate hardware, software and lighting. Know what equipment is needed and be prepared. Feeling helpless? A contractor or freelancer could be a valuable asset at this stage.
Once you have filmed the video, you have only just begun.
Remember your goal is to generate views, so share the video across all platforms, incorporating search engine optimisation and key words to boost views.
Create a QR code to convert offline users to online or include a promo word or phrase that will help track the success of your campaign over time.