Want to get your brand in front of customers? You’d better not leave video out of your digital strategy.
People are visual creatures. Having video embedded on your site can positively affect your search engine ranking.
Video content is a high-impact way for you to reach potential customers. It has higher conversion that blogs along and better recall. Video is a great way to retain current and past customers.
The purpose of creating videos is not to go viral. Going viral is a delightful, but unpredictable way to gain brand recognition. Like other content, your best bet with video is to be clear and consistent.
Your goal is to produce videos that are:
1. Intentional and useful.
2. Advocate your brand.
3. Have a call to action.
You don’t need to invest thousands of dollars in equipment either. Newer smartphones and DSLR cameras can do the job just fine.
Technical tips on filming
1. Clear audio is a MUST. If there is static or noise, no one is going to watch the video and your message will be lost. Bad audio will drive viewers away every time. Consider investing in an inexpensive microphone.
2. Keep it short. Ideally, keep the length of the video under 3 minutes. 90 seconds is my goal.
3. Hold the camera steady. Place it on a flat surface like a table, bookshelf or desk. Or use a tripod.
4. Use good lighting. Outdoor or natural lighting is the best. People want to see your face, to connect with you.
Content tips when filming
1. Tell a story.
2. Make it memorable.
3. Give away a taste test, not the whole enchilada.
4. Label and fill out every field possible, including descriptions, tags, categories, transcriptions, links on whatever platform you upload the video to (YouTube, Vimeo, Vine, Instagram, etc.)
5. Verbally tell viewers what type of action they should take: Subscribe to your YouTube channel, sign up for your newsletter, call you, etc. Have one clear call to action in every video.
Ideas for videos
A lot of regular business owners get nervous being in front of a camera. It’s okay. We’re not all talk-show hosts. The best way to stay on task is to have a script. It can be word-for-word if you need that support in the beginning, but I prefer to have an outline of bullet points I’m trying to get across. An outline helps me sound natural, instead of sounding like I’m reading word-for-word from a strict script.
If you’re still not comfortable being on camera, there are alternatives, like narrating a slideshow presentation or animation. Or you can get an employee, coworker or friend to help you out with the talent portion.
So what kind of things can you do with videos?
Here are some ideas to help get you started:
Record a webinar
Talk about your inspirations
Tell the story of your business
Review products or services
If you can blog about, you can vlog about it
Live broadcast an event using Ustream, Peiscope or Meerkat
Here are a few good examples of great video on a shoestring budget.
– Giving a rundown of industry news: Monday Funday Entertainment News
– Answering questions: What is the definition of hustle?
– Introduce a new project: An adventure begins
– Talk about your community: On The Mark
– Tutorials: How I dyed my dark hair without bleach
Ready to edit? Here are a few simple and affordable tools:
1. iMovie (iOS & Mac)
2. Splice (iOS & Android)
3. Videolicious (iOs & Android)
4. Windows Movie Maker (Windows)
5. Final Cut Pro (Windows, Mac, iOS, Android)
Questions? Leave them in the comments below!