Awhile back I talked about why video. I think we all agree that video is a necessary part of an inbound marketing campaign. So let’s hear what two experts say are ways to actually create videos. We’ll start with looking at the few things we need to do to have an inbound marketing video that is a technical success. Alex Robertson delineates some of them succinctly in Marketing videos: top tips to make them tip top.
The key things to remember when producing corporate product/industry news video content are:
- Keep it short and punchy – by rule of thumb, anything between 2 and 4 minutes in length is ideal. The attention span of the average YouTube viewer is short as I’m sure you can imagine – obviously there are plenty of cat videos out there to distract anyone!
- Keep the message simple – don’t muddy the waters by trying to explain too much too quickly and in too much detail.
- Take into consideration the tone of your brand – here’s where you can potentially have some fun. Selecting presentation style is vital in keeping your marketing output uniform across platforms (have a look at the blog post I wrote recently about the use of humour in social brand marketing).
- Include a clearly identifiable call to action – this can be directions on how to find out more by following a link to your website, signing up for a newsletter or any other communication device.
- Check your framing and shot background – if your video is a presentational style, make sure you give your speaker enough headroom (head cutting never comes across well) and find a location that suits the content. No one really wants to see someone lurking in the background picking their nose – it’s quite distracting when your presenter is attempting to speak seriously about a subject.
Think It Out People! in their article "Tricks to Make Video Marketing Work For You" go into a different realm in your inbound marketing video campaign, the one about what you do in and with your video:
Brief videos work better than longer ones. Don’t go over three minutes if possible. In some circumstances, videos might run to five minutes, but longer than that will surely be ineffective. Keep is short and simple.
Each and every video should include a clear call to action at some point. Advise viewers as to where your products can be found, and give them a nudge to take quick action when purchasing. Provide simple, understandable instructions regarding next steps so that follow-through is fast and easy. Be assertive, and let them know what they need to do for the best results.
Don’t just post on YouTube, also include the video on your site, too. This gives you greater control. You can include links around the video that are related to the content. You should not lose views because views are counted regardless of whether the video is embedded or not.
Don’t fret about perfection. You do not have to have a professional camera just to make a great video. For the most part, the equipment that comes with your computer is enough. Your smartphone’s camera can shoot video that is good enough for your needs. Adopt a professional attitude, provide your audience with useful information and edit your video before you release it.
When you make your videos, let your real personality shine through. People want to see the real you. As you get your customers to know who you are, they probably won’t buy a similar product from someone they don’t really think they know. Your customers will form a positive association between you and your products.
Did you notice that both suggest keeping your inbound marketing video short and sweet and having a clear call to action. Be sure that you have your call to action at the end of the video so people will remember what to do. If you work on doing the things in the Robertson’s article concerning framing and background you won’t need to fret about perfection.
What tip are you going to follow from today’s article. Please be sure to tell us in the comment section below because that will help you keep your intention.
Movie film: http://i671.photobucket.com/albums/vv71/mycircleoflife/Film.jpg
Jaco Grobbelaar is the owner of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.
Jaco can be reached at jaco@broadvisionmarketing.com or 707.766.9778 or connect with Jaco on Facebook - www.facebook.com/broadvisionmarketing - and LinkedIn - www.linkedin.com/in/JacoGrobbelaar.