There is a strong interest in video marketing these days, with companies increasingly using videos online to market their products and services to customers. While there are agencies and services that can help to create successful content, companies have to contend with competitors to vie for the attention of their target audience and customers. Just having a video for the sake of having one simply won’t do! A video needs to stand out and add value to its audience. With these in mind, here are some tips from video marketing contributors and experts that companies can use to create great marketing videos:
- Be clear. 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 shares that companies want a new video for a website or a campaign but either have too many ideas for a 60-second video or have no ideas at all. They need to be guided as to what they want to achieve with a video. Before hiring a video crew or consulting a video marketing expert, companies should know what their goal is and who they want to reach. A good rule to follow is to be clear. Be clear with your goal. Be clear with your audience. Be clear with your message.
- 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 typical viral videos, TED videos have a million views and are widely shared. What makes them successful is that TED invests in quality. TED invests in 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. When creating a marketing video, if at all possible, hire professionals to help. They can add creative insights and solve production issues that come up along the way. This helps companies and marketers focus on what’s important: their strategy and message.
- Be creative with content. Companies and marketers can be more creative with their content. Instead of having a company CEO or VP talk about a product in front of a camera, companies can tell a story. This need not be a company or brand story. To have a compelling story, the characters must be relatable and must have a journey that viewers would want to know and follow. Aside from storytelling, companies can also help customers or viewers by giving tips or hints. They can show on video how to use, clean or fix a product. They can also share new information related to their product or industry.
Bonus Tip: Be sure to maximize video use online. Brenton Williamson, a Video Producer at Bamboo HR, the number one online HR software for small and medium businesses, shares that companies can maximize a video by knowing how to use it online. First, videos are great for brand awareness. They easily reach people who have not heard of your product or brand. Second, videos reinforce brand validation. The videos that are embedded on their website act as “the windows into their company.” They give clients and prospects an idea of what their company does and what it stands for. Third, videos educate their prospects. Their videos highlight their software’s features and advantages. These not only inform, but they also give prospects and clients confidence in their product. Fourth, videos help retain and educate existing customers. They have hints and tips videos that help customers use their products.
As long as you put some thought into your videos, and approach them from a place of service (as in, what value will this video bring to viewers?), you will be on the path to successful video marketing.
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Tammi Metzler, founder of The Write Associate, is a self-professed “word geek.” Her greatest joy is in playing with words all day to find just the right combination to get folks all fired up. In the daytime hours, this means writing online marketing copy that grabs the attention and interest of readers so that they “get” the awesomeness of the product/service in question and think “I gotta get me some of that!” After hours this often means finding just the right words to get the response she’s looking for from her husband, 8-year-old daughter and toddler son (grin). She offers tons of resources about creating compelling marketing copy that excites & engages your ideal clients on her blog at www.WriteAssociate.com.