Yesterday we explored the importance of using YouTube as a marketing tool for your micro business.
Today I’ll show you how easy it is to create videos that get found by Google.
Video marketing describes the many different ways video can be used to convey a message or engage an audience.
“Video is an immensely powerful marketing tool.”
That’s the kind of confident statement you would expect to hear from anyone working in the video marketing industry isn’t it? But, let’s examine it further to find out why it’s correct.
As a species we have evolved to notice movement, changes in colour and differences in sound to understand our surroundings primarily as a survival mechanism. This means we are superbly equipped to interpret this combination of information. These are the same elements used to make video – images, movement and sound.
To give you an idea of just how powerful an effect video has on our brains, how quickly can you recall the images and theme tunes of TV programmes from when you were a child? The Wombles, Mr Benn, Trumpton, Andy Pandy, Captain Pugwash and who can forget Bagpuss!
We are programmed to take notice of video (you can stop humming the theme tune now!)
Video is perfect as a marketing tool.
- It draws audiences
- Engages them in your product or service
- Improves your search ranking (see yesterday’s post) and
- Dramatically increases sales.
On today’s internet, and in the near-future, you will need an online video strategy to stay competitive.
But don’t dispair, it needn’t be another drain on cash. In fact, video marketing is one of the most cost effective ways to promote your business today.
Let me explain…
Low to No Cost
Your time is really the only cost left in producing video.
I know, I used to be in TV advertising and that market today is 90% smaller than it used to be thanks to improvements in technology that allow anyone to make the kind of video I used to charge thousands of pounds to produce.
If you own a smart phone then you have everything you need to create video – even film in HD.
In addition, there are several Apps available to help you create and edit your work all on the phone. I actually use iPhones for a lot of my interview work, as the film quality is superb. If you don’t have a smart phone it’s also possible to pick up a good quality video camera for under £250 on the high street.
YouTube is free as are many other video sharing sites and your video can also be placed on countless social media platforms.
Four easy tips that give your video a professional edge
Whilst it is possible to film great video at low cost, that doesn’t mean everybody can be a Ridley Scott or Steven Spielberg. There are a few basic steps you need to be aware of to produce a good result.
- Firstly, buy a tripod AND USE IT! Nothing, I repeat, nothing says cheap and nasty like shaky, blurry video. There are even adaptors for smart phones to fit to existing camera tripods. If you want people to think of your business as professional? Then use a tripod.
- Always film in good light conditions – That simply means not too bright or too dark (unless you sell fireworks!)
- Pay attention to the sound – This is the one area that often gets forgotten. It is important that any background noise is kept to a minimum so your audience can hear what is being said. So think about where you are going to film and consider possible audio noise such as building work, birds, traffic and my pet hate, wind noise.
- Online video needs to get to the point quickly. Viewers will be reluctant to watch a video that goes on longer than a minute and a half. To cover all the key features your message may be longer than that so consider making multiple shorter videos to allow for this and then spread them over time to keep your viewers wanting more.
What to film?
Knowing what to film may be the one thing holding you back. In reality there are a whole host of topics you could capture on camera.
If you are struggling, here are a few examples to give you some ideas:
- Venue tours
- Product demonstrations
- Customer testimonials
- Behind the scenes
- ‘How to..’ videos
- ‘A day in the life of..’ videos
- Training video
- Video blog
- Video competitions
To start think about all the possible ways to depict your products and services.
For example, would a ‘How to’ video that highlights the key features of a product or service and demonstrates its use, entice viewers to purchase more often, rather than seeing it out of context and static?
What about your people? You may have very plush office space that you want to highlight, but if you are selling a service provided by experts, then that is what the viewers will want to see and hear.
Certainly people are more interesting to other people than buildings or things, in fact, for social media it is crucial to develop a personality that viewers can engage with. (By the way, it doesn’t matter if you are shy in front of the camera, practice until you feel comfortable, remember, it doesn’t cost anything but time to keep filming!).
Today’s Micro Action
Film a video, optimise it with your keywords and upload it to YouTube.