Top tips for creating a video for your business

8 Jun 2016 | Social marketing

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Why produce a video for your business?…..because a picture can tell a thousand words.

People have busy lives and so viewing a video is easier to do than trying to read a page or two of text.

A video is also easier to view on the go, especially via mobile devices and videos can be interpreted quicker. Generally people find viewing a video a more pleasurable experience (well depending upon the video!), than reading reams and reams of text.

But don’t take our word for it, statistics show the response to video and how it works for businesses:-

  • Online video now accounts for 50% of mobile traffic
  • 52% of business executives watch work-related videos, through YouTube, at least once a week
  • 96% of consumers find a video helpful when making purchasing decisions
  • Nearly 75% are more likely to purchase after watching a video explaining their product or service
  • People stay approx. 2 minutes longer on a website with a video

A video offers excellent return on investment, if executed well and strategically used and placed within the various digital forums. A video can be used to promote a brand in a number of effective ways, such as on a website, social media channels, video channels and direct marketing using email and newsletters.

Outside of digital marketing opportunities, it can also be used at events, for promotional pitches, trade fairs or simply run in your reception area, for all to see.

A video can quickly convey your brands key features and benefits: deliver your message as well as impart your feelings and attitudes.

A video brings information alive and enables you to build confidence and trust in your brand.

With so many positives, why are many still not creating video?

Some think it will be too expensive, others feel it will be time consuming, whilst others feel they will have to be in it and really don’t feel comfortable with that.

In essence, with the development of technology and more companies having the ability to create video’s; costs have reduced significantly. It doesn’t need to run into the thousands to produce a good quality and informative video, which will provide value to your business.

But remember, as with any marketing action undertaken, you do need to PLAN.

So you have decided to forge ahead with a video and gain the benefits for your business, but before you make that leap, you need to:-

  • Put together a brief – you need to know what you want to achieve from the video and where to use it.
  • Gain quotes – as always talk to a few suppliers, ask question and gain quotes.
  • Ask question about what they can do, how and who they have worked with previously.
  • Whoever you choose, ensure you are able to work with, feel comfortable with and who will be supportive.

And to help you create a brief for your video creation, remember these simple tips:

Your brief should include:

  • Why you want to make a video?
  • What you want to achieve from it?
  • Information about what your business does.
  • Who your target audience is.
  • What makes you different (USP – Unique selling points) – values & ethos?
  • Your key message(s) to get through to your audience.
  • What you want your audience to take from the video?
  • What forums you are going to use the video on?
  • SEO – think about keywords and tags to use, to enhance search of your video.
  • Include a ‘call to action’ in your video – to generate further engagement.
  • Can often be forgotten, but include your company branding in the video.
  • If possible (and depending upon your product, service, sector and audience) aim to use your employees, opposed to actors, as this will devalue the video and what you want to achieve.
  • If possible gain a client testimonial – Why they use you and what makes you better?
  • Ensure the video is suitable for various media and works well on all devices, especially tablets & mobiles.
  • Time period – keep it brief, a maximum of 90 seconds
  • Think about your script and the image you want to portray.
  • What will your business say and how?

Think about your core message, your values, markets and customers and use the correct tone, voice and language and visuals to engage with them. Keep the balance of more visuals than talking.

Most importantly, what information or solutions would benefit your target audience? To hook your audience the video needs to offer them a reason to watch and maintain their interest to the end.

And just one last thing – video length?

If you want to reach a large audience and utilise such forums as YouTube, Email marketing, website, then keep your video length to an optimum of 60 seconds or a maximum of 90 seconds.

Only when you have a captive audience in such environments as a seminar, trade show, webinars, presentation or conference will you be able to generally run a video, which is 3 – 4 minutes long. People will tolerate it in these environments, as they are actively there to gain information or review items with you.

So if you want to add another channel to reach your target audience and gain the benefits of your investment, then don’t delay and start taking steps to create a video for your business.

Using pictures to convey a thousand words is truer now than ever and used correctly a video will be to your business advantage


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