by Stephanie Shaterian
Using video to market your business is HAWT right now, and it’s only going to get hotter. Online video traffic is projected to be 55 percent of all consumer Internet traffic in 2016. (Cisco) Consumers are not the only ones who love video. According to Forbes Insight, 59% of senior executives are more likely to watch a video than read text and about 65% of those that do will follow up with a visit to the marketers website. Whether you’re B2B or B2C, experimenting with video marketing techniques makes good business sense.
Making marketing videos on a budget can be done. Let’s take the ultimate DIY approach and talk about some ways to shoot and edit your own videos using your smartphone or webcam. All it takes is thoughtfulness and creativity. Focus on brief (no longer than 2 minute) videos that provide value to your audience. Here are some suggestions for how to get the best DIY video results:
1. When you’re using footage that’s shot on a phone or webcam, play into the intimacy and immediacy of that context. I.E. You were out and about and you just HAD to share this great tip. You were just working with a client and wanted to share a discovery, etc. – This “explains” the quality of the footage for a viewer. It’s not because you didn’t want to sit down in a professional studio, but because you couldn’t wait!
2. Make sure you are well lit from the front (natural light is best) and that your sound is as clean as possible (minimal to no background noise).
3. Practice looking through the camera. This is an actor’s trick and hard to do with those tiny little lenses. Imagine that deep inside that wee lens is someone’s eyes, someone who needs the information that you’re giving. This trick could make the difference between a flat snoozer of a video and one where the audience feels immediate connection and engagement with you.
4. Script it and/or do multiple takes. Some people work better with a pre-written script they can memorize, for others it can come off stilted and wooden. Some folks love to work off the cuff and others are scared silly by it. Play around with both and find what works for you. Either way, be prepared to do multiple takes of the same material to minimize the “uh’s” and get the best delivery.
5. Take the time to familiarize yourself with an editing program, both PCs and Macs now come with basic video editing software for free. Make clean cuts at the beginning and end of your footage or if you’re into it, do some internal edits. Creating an intro and outro title screen or graphic with music automatically elevates simple DIYs
Utilizing these five simple suggestions will put you well on your way to making effective DIY marketing videos for your business.
Stephanie Shaterian, owner of fLO Content Marketing, is the consummate online actress, taking on the identity of any brand and creating winning, witty content that helps companies and non-profits build loyalty and top-of-mind awareness among clients and prospects. Stephanie has worked with a diverse range of clients including: consulting, advocacy, retail, greentech, commercial furniture, medical, performing arts and animal boarding(?!). She also helps parent entrepreneurs get a handle on their social media marketing with her quick and affordable Coach fLO program