Videos can be expensive. And they can cost even more than that if they are not well thought through. Knowing what you can do yourself, when you need a professional and what you are trying to achieve is all important to ensure you maximise your return on investment.
Having a professional video producer on board can help provide an external perspective. Often my clients will want to promote their business by focusing on what they do and how they do it. I point out that the viewer really doesn’t care. They want to know how your product or service is going to help them.
Here are some tips to ensure your videos work for your viewer and for you:
1. Start quickly
The days of impressive 3D logos that go on for 10 seconds have passed us by. Get to the point as quickly as you can. Show your logo and branding at the end or in graphics along the way. The viewer wants to be informed or have a problem solved. So keep trimming back your script until you can, as quickly as possible, engage your audience.
2. Get Creative
How can you make your video grab the attention of your viewer? Online you have a couple of seconds before your audience will flick onto the next shiny object. Think creatively to capture their interest.
3. Look your best
If you are presenting on camera, then dress as if you are meeting with your best client. If necessary organise hair and makeup.
4. Leverage graphics and on screen text to engage your viewer.
Most videos are watched without sound so plan to use visual content that tells the story when the video is muted.
5. Regular videos will build your audience
Every time you distribute another video, your audience grows and keep growing. If you stop people drop off, but if you can continue to deliver engaging content people will expect to see more and will support you with views.
6. Videos can be really simple.
Videos don’t need to be expensive lights, cameras and catering truck extravaganzas. They can easily be created these days with graphic text or PowerPoint slides and a voice over or music track. These simple productions can still build your audience and deliver your message.
7. Always know your purpose
Is your video to generate new business, build trust, engage the community, raise funds? Be clear on what you are trying to achieve and have a call to action if necessary.
8. Have your next steps in place
If you want viewers to download something, sign up for something, visit a website, make a call… then make sure you have the relevant resources in place, tested and ready to go. Don’t damage your brand by not being able to fulfil the promise you’ve offered in your video.
9. Have a clear distribution strategy
This is the vital step in the video process. Without views – what’s the point? Download my list of 30 Ways to Share you Videos for some tips.
10. Measure the engagement
The digital world in which we communicate makes it easier than ever to track what’s working, what’s not working and tweak the production or process quickly. An essential part of your video communication strategy is to check if your video is working. This article gives you some tips on how to measure the success of you YouTube campaign.
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- 30 Types of video you can make to build your business
- 30 Ways to maximise your video return on investment
- 30 Ways to share your videos