More than 91% of businesses use video as a marketing tool. Video is the most cost effective and fastest way to get your product in front of people. Videos are powerful for telling the stories about your business. People are also 52% more likely to share a video than an article. Search engines love content-rich pages, and videos are a big part of that.
Explainers or promos on the homepage, and also on About Us, or product and service pages add to the user experience. Career sections or support pages need videos, too.
How many videos should you have on your website? I’ve found that a minimum of three videos do the most for establishing credibility and authority. Of course, you can have more, but the rule of thumb is: wherever you place a video on your page, make sure you have some kind of text around it. It’s also helpful to add a duration. Telling the visitor how much time he will be investing is an engaging tool that actually helps your videos get more clicks.
Making sure that you have relevant, engaging content will keep visitors on your site longer. Clean presentation is also key. Oddly enough, the most important quality in video is – audio. If the sound is bad, or hard to hear, visitors won’t watch more than a few seconds. The second most important quality is lighting. Well-lit subjects are more watchable. And finally, the third most important quality is stabilization. Shaky camera moves do nothing to tell your story and keep viewers engaged.
Video cuts through the noise and captivates customers and prospects alike. It’s time to get that competitive edge and harness the power of video on your website.
The main thing to remember is to relax. I have worked with folks of all skill levels – from camera shy to professionals. I ‘m here to make the experience comfortable and fun.
After you and I have discussed the topic and the look of the video, I prepare a “shot list” of the scenes I’ll need to get. Some producers will “storyboard” the video – that is, do a rough drawing of each scene to use as a guide. Normally, I stay away from storyboards and leave an open mind for whatever possibilities may arise.
If our shoot time is , say 10 AM, I may arrive about 15 minutes early to start setting up equipment. Each video shoot is different, so the amount of gear I have to carry will change. On the minimal side, though, we’ll have a camera, a tripod, a couple of lights and light stands, and if needed, a teleprompter. Above all, we want to make sure the environment is both comfortable and efficient.
We want you to look good on camera. We use LED light panels that are diffused for a softer light and eliminates harsh shadows. We’re always happy to discuss any wardrobe issues you have. If we have not seen the space where we’re shooting, it may take a few minutes to ensure we have a clean set, displace objects that might be in the way, or move some around to add more visual interest.
We work hard to make sure everyone on camera sounds great. In some cases, though, fans, HVAC units, and telephone systems can cause unwanted background noise. We can temporarily address those before starting, or even in a pre-visit if we get the chance. We use different microphones, depending on the situation. Mostly, a small wired tie-clip mic will do the trick, but we also have a wireless version. Our shotgun mic is for non-static shots, or when we have to capture sound from a group of folks. We have even used a handheld mic with a custom mic flag that could include your logo.
If you need to deliver a script word for word, a teleprompter is your best option. Please don’t try to create any cue cards or notes that would cause you to look off camera. We need at least a day in advance to receive your script, and make it “teleprompter friendly” so you will have a comfortable time reading it. Last minute changes are acceptable, but then we must manually enter them on set. Reading from a teleprompter requires just a bit of practice. Fortunately, both the size and the speed of the text are controlable. The camera lens is covered with a one-way mirror which reflects the text so you can read normally while looking into the camera. While you don’t need to memorize the script, you should be familiar enough with it so you can move or use your hands as you would when speaking to one person. If you get hung up on a word, just pause, take a beat, and continue. We will either do another take, or we’ll record a “pick-up” where you start on the previous sentence and continue on.
THAT’S A WRAP
When your performance is completed, that’s when OUR work really begins. We transfer the footage to our editing workstation, make notes on the pieces we’re going to use, and start the editing process. The rule of thumb is that it takes between one to two hours of editing for every finished minute of footage. Post production usually includes some color adjustments, sorting through “B-roll” (the additional footage we shoot to tell your story), creating any on-screen text, images or effects. We always like to have a large, clean copy of your logo, which we will use either as a “bug” – a branding mark in a lower corner, or in your “lower third”, which is the banner that appears on the lower third of the screen showing your name and title. When editing is done, we’ll make a “first render” and show that to you so you can suggest any tweaks. After that, we make the final edits, and we’re done!
Here are 15 proven subjects for a business video:
1. Product videos show your product or service in action and explain how it works.
2. Explainer videos explain complex concepts or products in a clear and concise way.
3. Onboarding videos help new employees learn the ropes and get up to speed quickly.
4. Testimonial videos feature customers or clients talking about how your product or service has helped them.
5. Employee spotlight videos introduce your team members and show off their skills and personalities.
6. Behind-the-scenes videos take viewers behind the scenes of your business and show them what it’s like to work there.
7. Company culture videos showcase your company’s unique culture and values.
8. Product launches announce new products or services to your customers and followers.
9. Customer success stories share how your product or service has helped customers achieve their goals.
10. How-to videos show viewers how to do something related to your business.
11. Interviews with industry experts or thought leaders can provide valuable insights and information.
12. Panel discussions can be a great way to get different perspectives on a topic.
13. Conference presentations can help you share your expertise with a wider audience.
14. Virtual summits can be a great way to connect with other professionals in your field.
15. Live streams can be used to answer questions, provide updates, or simply connect with your audience.
These are just a few ideas to get you started. The most important thing is to choose a subject that is relevant to your business and that you think your audience will find interesting. We can provide even more ideas custom targeted to YOUR business.
–that’s a wrap!
I had breakfast this morning with Terry Dean of DeanOfSales.com
He has written a book “Exceeding Expectations In Sales And Life”. I just finished reading it. It’s a One Minute Manager sort of book with some extremely valuable information that can make a difference is what you do and how you live.
• The 4 step sales process that anyone can do
• The importance of “3 words to describe your business”
• What achieving your goals really depends on
• The good part of procrastination
• Making effective lists
• The 4 M’s of Marketing
Do yourself a favor and read this book; it’s the best advice under ten dollars you’ll find.
There’s a digital version and an audiobook version too. Grab it at https://deanofsales.com/
Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Read more at Videos ON Your Website.
Joe and Monica have a small business serving seniors. Mostly, they deal with families who are concerned about the care that their loved ones need.
Joe would be taking part in a presentation at a meeting of a group of healthcare professionals who could turn out to be solid referral partners. He and Monica were given a 30 second spot where they could play a video message about their business, so they contacted me for help.
I knew that a 30 second piece would have to be as compelling as possible.
I’ve written thousands of these kind of messages during my radio career. A 30 second spot is one of the hardest projects to write, because of the short amount of time you have to capture someone’s attention and hold it without them getting bored. #0 seconds to establish an emotional connection and try to trigger that buying signal.
Joe and Monica sent me a video that was done by another one of their franchise partners. The man was standing in his backyard spouting off features and benefits. “Could we just do something like that?”, they asked.
“NO”,I exclaimed. “It’s trite, and it says nothing about THE CUSTOMER. It’s just a list of services you offer.”
In the next half hour, I talked with them, asked questions about why they chose that business, and the kinds of customers they were hoping to connect with. It became apparent that both had had the experience of trying to find care for their family members in the past. They told me about their frustrations with that experience.
“The thing is,” Monica said, “nobody ever tells you how to take care of your parents or grandparents.”
“THAT’S IT”, I said with a smile, “That’s your opening statement”
We built a script on that to show their passion for what they do and why they do it. Then we shot the video at their kitchen table, because that was where they most often met with clients. In post-production, I added some B-roll of seniors in different situations.
The final version was a hit at the presentation, and they can now use it on their social channels as well.
–That’s a wrap.
Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Get a FREE Video Buying Guide at Videos ON Your Website – Cincinnati and Dayton Video Production Guide.
It’s time for a new season of Marketing Minutes. These quick 60 second tips will give your business an edge in today’s digital marketing world.
Whether it’s copy for your website, or your networking elevator pitch, the key is to tell a story.Here are the plans you should be making for 2022.
Marketing is not a pinata. You don’t just keep swinging until you hit something.
Your message has to be targeted. If you’re selling more than one thing, or more than one service, your message must be about ONE thing. Otherwise, it will get lost.
Tell a story about that one thing. Show how your customer has benefited. Get away from talking about yourself. Stories sell. Granted, targeting a message can be hard. I once read an excerpt in a marketing book for entrepreneurs that said, “You should always write your own advertising. No one knows your product like you do.” But time and time again, I’ve seen small business owners completely miss the story they are trying to tell. They miss the emotional connection to their prospects.
Once, in a networking meeting, I was listening to a business owner talk about his concierge services, and all the different things he could do…book and pick up event tickets, find dinner reservations,etc. so that his customers wouldn’t have to spend hours in their car or on the phone. Afterward, I told him, “Just say you sell free time.” His mouth dropped open. He completely got it, and used that line from then on.
Often, someone outside your business can cut thru the fluff, and give you a message that will resonate with your audience.
I do that with video. I may talk to a client for an hour about his business, but the magic comes in the video editing, and constructing the story.
Are you just swinging and hoping you’ll hit someone with your marketing message? How’s that working for you?
You’ve seen them and they are fun and informative to watch. What are the secrets to making animated whiteboards successful? How long should they be, and what is the optimal way to distribute them? On this episode of Good Views, I chat with Terry Dean who creates and writes animated whiteboards for companies all across the country. Terry loves what he does, and whiteboard marketing has really gained a foothold over the past few years.
As always, if you have any questions, or want to connect with Terry, drop me a line.
–that’s a wrap
What makes someone want to watch your video, aside from all the interesting and compelling information you have, that is? Well, one very important element is the frame that shows in your video player. That frame is also called the thumbnail.
YouTube gives you a choice of three different thumbnails you can use to showcase your video, but there are also ways you can (and should) make and upload your own.
In this edition of Good Views, I’ll show you some of the most important qualities of thumbnails, and a couple of easy ways to make your own. I hope you enjoy it.
Don’t have any videos yet? Call me. I’d love to talk with you.
Watch Time (3:04) Link to transcript
Location: Cliff Hardware, Sharonville, OH
Guest: John Houston – Spectrum Business
Every January, Las Vegas hosts the Consumer Electronics. Show. The CES is where new and just thought of gadgets make their debut. It is also a lively conversation on current trends. Here are some facts about YouTube that came out of a session at this year’s CES.
>>YouTube now reaches more adults than any network. ANY network. So says Neilsen whose job it is to measure things like that.
>>100 hours of new content is uploaded to YouTube every minute. That’s more than four days every sixty seconds.
And the most watched videos? Authentic. Content that is about something very specific. If you have a niche, you should be telling your story with video. And you should also put that video on YouTube.
It’s watchable, it’s searchable, and its shareable.
Yes you should YouTube. Because if you don’t, your competition will.