It’s fear and uncertainty that keeps both large and small companies from jumping into online video marketing: Uncertainty about video production, fear of not having strong content, and even fear of being on camera.
To help companies out, marketing firm Graziano Associates, based in Fairfield, Connecticut, created this list of tips for video pre-production, production, and post production. Think of it as a flight check for a perfect video takeoff.
- Plan Your Content: The best online marketing videos are short (between one and four minutes) and offer useful information. Don’t let your video simply be a sales pitch. Instead, think of what useful information you can offer customers. Be sure to include a call-to-action at the end, so that the video is only the first step in a journey.
- Keep it Short: We mentioned length in the first point, but we’re mentioning it again because it’s so important. It’s easy to go long once you start recording, but you’ll usually get better results with shorter clips. Try to hook your viewers from the beginning to keep them from clicking away.
- Invest in audio and lighting: If shooting videos yourself, don’t neglect lights and microphones. Doing so is a classic rookie mistake.
- Scope the location in advance: Did construction recently start near your shooting location? Does the area get loud at a certain time of the day? Check it out ahead of time to prevent production day misfires.
- Dress to Impress: Skip loud prints or colors that blend in with your background.
- Rehearse: Your on-air talent needs to sound natural and conversational. Rehearse until you get it right. Speaking off-the-cuff produces more natural-sounding results than using a script.
Day of Shoot
- Bring a mirror: You’ll be more confident if you know your appearance is sharp.
- Be yourself: It’s important to be real and relatable on camera. Online viewers hate phoniness.
- Spread the word: Consider using a press release to tell people about your video.
- Write strong titles and tags: When loading your video on YouTube, think of the search terms that will pull viewers in. Take care when writing a title, description, and tags for your video.
- Add a link: Put a URL in your video description so interested customers can easily find you.
- Create a series: Now that you have a video completed, create more like it for a series of related clips. When that’s done, create a playlist on YouTube so viewers can find all the parts of the series.
Doubt and fear image via Shutterstock.