How do you create a video about your small business that not only engages people but makes them want to share it?
The first step is to decide why you want to make a video in the first place. Is the goal to display a product or service that lends itself well to video? Showcasing the latest and greatest gadget is an example of trying to promote sales through a marketing video.
If the goal is more along the lines of publicizing the brand and getting people talking about it, then maybe a how-to video involving proprietary goods or service is in order.
A Good Script
"My basic advice would be to have a good script to start with," says Audrey Julienne with Raison d'Etre Marketing. "Something that has been thought through that takes into consideration business objectives, marketing objectives and production constraints."
When you are crafting the script, it's important to remember that while you are reading the words, the audience will only be hearing the words. Make sure the information is presented in small, digestible chunks.
Make It Professional
While there is always the example of two guys with folding chairs and a tripod who make a video that goes viral, the odds are really against it.
"The quality of the video will be part of the business brand image as long as it lives, so I would really encourage small businesses to use professional video producers and staff," Julienne says.
Technical considerations include the quality of the video image, the audio and lighting. Don't allow grainy images or hissing microphones or a dark set distract from the message you are trying to send about your business.
The Big Finish
Julienne also recommends ending the video with a call to action. "We're talking marketing here, not just making a video for fun," Julienne says.
The call to action can be any number of things. The video might send the viewer to a website. It might detail steps to find out more about a promotion. Just make the sure the next step is worth the viewer's while.
Make it Easy
The slickest video in the world isn't going to do your business any good if no one ever sees it. Make sure that your video is easy to find and share with these tips
- Keywords. Put the appropriate keywords in the description so that search engines can find it.
- Text version. Insert a text version of the script on the same page as the video. That also helps search engines find it.
- Tools for sharing. Try to make sharing the video a simple click away. Embed buttons for Facebook and Twitter and any other social media sites you feel are a good fit. Viewers are more likely to share something if the process is easy.
The online world is crowded with videos, both good and bad. But the old adage that a picture can be worth a thousand words still holds true. If you're marketing your small business with video make sure it is a purposeful clip, with a good script, clean technical details and a call-to-action at the end. Then get out there and share it and make it easy for others to do the same.
And don't think the only measure of a video's success is the number of views. "Many viewers doesn't necessarily mean many people walking through the doors," Julienne says.
Instead, think of video as a way to reach out and engage clients and customers while building a brand.
Carla Turchetti is a veteran print and broadcast journalist who likes to break a topic down and keep her copy tight. That's why this bio is so brief! Carla blogs via Contently.com.