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Ten Tips for Creating an Online Video

According to the BIA Kelsey Group, viewers engage more after watching a video, with clicks for more information increasing by 30-40% and phone inquiries by 16-20%. Video on your homepage also helps your business attract more website visitors. This is because video, if optimized correctly, can get your site ranked higher on Google searches.

If you’ve been thinking about an online video for your business, but don’t know where to start, here are 10 tips to guide you:

  1. First of all, know your business objectives for creating a video. Just because one of your competitors has an online video isn’t always the best reason you should, too. You’ll want to dig deeper and dial in on tangible goals such as generating more leads or increasing sales for your product or service.

  2. Establish your budget. Most online videos run between 1-4 minutes. Many elements affect the final cost, such as the use of music, b-roll, voiceover, motion graphics, animation, a teleprompter, multiple cameras, editing and more.

  3. Know exactly who you’re targeting. Successful marketing always starts with being crystal clear on your target audience. Once you can be as specific as possible about whom you’re targeting, you can then tailor your message accordingly.

  4. Craft your message from your audience’s perspective. Your video should describe your potential buyer’s problem, pain or frustration and how you can alleviate that. Your message comes across best when it’s authentic, personal (not promotional) and speaks to the heart of how your business helps makes someone’s life better. Tell your story from your target audience’s perspective and speak in their language.

  5. What do you want your audience to do? Your video should contain a clear call to action, whether it’s buying your product or sampling your services (such as a free consultation, white paper or e-book). Also, you’ll want to include a tangible way to measure the results of your video such as a trackable URL and/or a phone number.

  6. Who will “star” in your video? If you’re the business owner, then you may want to be the main person featured in your video. Or the “star” could be your president, CEO or other company leader. Even better, you’ll want to additionally feature customers giving on-camera testimonials.

  7. Location, location, location. The most obvious choice is to shoot your video “on location” at your place of business. If that’s not possible or desirable, another great option is to shoot at a client’s place of business – it’s good PR for them and raises your credibility. Other places to consider, depending on your type of business, are a conference room setting or professional studio with a green screen, lights and a teleprompter.

  8. Plan your production schedule. There are many factors that affect the production schedule of a video, particularly the length and complexity of your project. A typical 1-4 minute online video could take as long as 6 weeks to produce – from scripting, shooting, editing (adding voiceover and music) and distribution – or it could be done in weeks or even days. It all depends on the length and complexity of your video as well as the flexibility of your schedule.

  9. Where will your audience see this video? The obvious answer is on your website. As mentioned above, a video can drive targeted traffic to your site and help you win more clients. YouTube, as the #2 search engine, is also an ideal place to post your video. And for some businesses, sending DVDs to your clients and prospects is the best way to reach your audience.

  10. Promote the heck out of your video. Now that you have your video, it’s time to let the world know about it – or at the very least your target niche. You’ll want to email your customers or prospects with a link to your video. Feature it on your website’s homepage. Post links to it on LinkedIn, Facebook, Twitter, YouTube, Google Local Business Center, Yelp, Chamber of Commerce listings and any other online place where your target audience may find you. This is an opportunity to think about the many ways you can get your video message out there.

  11. And a bonus tip: Select the right video production company to shoot, edit and produce your video. Call us at Multivision Productions, and we’ll help you!