Using marketing videos for business promotion is, at this point, the most obvious direction for any company large or small. Online marketing is about the only form of marketing that is of any use to most companies these days. You know you need to create videos for your business. You know how important they are but you are not sure how to start.
This is a brief explanation on how to produce your own videos for business.
It is important to understand that there is a time for self-creation and a time for professional video production. If you only ever create your own low or zero budget videos for your business you will start to struggle to maintain a professional image.
That said, let’s start by having an overall look at what you want to achieve with your videos. The flow will be as follows:
1) What outcome is needed from the videos?
2) What type of video will produce that outcome?
3) What technical skills and equipment will be needed?
4) How long will it take for the videos to have an impact?
5) When do you switch to a professional video production company?
So, let’s start at the beginning. The question many would-be marketers often forget is what they are trying to achieve with the video. In many cases marketers simply know that they should be making and using videos but don't know exactly what that achieves. It's like some sort of grudge purchase that many businesses feel they should do because everyone else is doing it.
For example, to build an audience you could create "how to" style videos that your market would want to watch and become a follower of. These types of videos are helpful and do very title to build branding or convert to any sales. They are however a great way to build an audience to market to later.
For branding, you are better off speaking with a professional marketing team or video production companies. This is where your DIY videos can go badly wrong. It is often advisable to steer clear of branding videos as a beginner. If you do not have video production or marketing experience then this should be left to the professionals. These types of videos can include product videos, "About-Us" videos or straight up adverts which talk about your business service or product. These videos do little to nothing for conversion so don't expect sales from these types of video. They do however build trust in your brand and your business.
For immediate or fast conversions to sales, there is only one route which has shown the most success. That is to offer something to your target audience. This can come in the form of a special offer which is easily redeemable by the target audience. It can be a free trial of some kind or it can be a free webinar or training which then ends with a special offer. Either way this video must provide a very attractive "no-brainer" offer that your target audience would clearly want. You then direct them to a pay portal and you are done.
Both the branding and the conversion videos require a high level of marketing and video production skill. The videos used to build a following, on the other hand, are completely within your grasp. There are some technical hurdles to overcome though. These are lighting, sound, scripting, ideas, editing, camera operation and uploading.
For sound the easiest and often best way to go is with a lapel or lavalier microphone. These can either be expensive wireless mics or a more affordable cable lapel mic. Be sure to purchase the best one you can afford but they are not anywhere near as expensive as a wireless one. The audio can often be recorded directly into the camera if the camera has a mic input or to a separate audio recorder which can be as a simple as a good quality cell phone.
If the video and sound are recorded separately they will need to be synchronized in the edit. It helps to have a clapper board or simple hand clap at the beginning of each take to synchronize the audio in the edit.
Always remember to normalize or level your maximum audio to just below 0db. This ensures your levels are loud enough but not distorting
Videos take time to make. Even professional video production companies in Johannesburg take between two weeks and a few months to make a video. It all depends on the complexity of the video but also such things as availability of venues and presenters or actors.
Also the length of the video is important, firstly, to be as appropriate as possible for the platform you will be using it on, the target audience and the desired outcome.
Video lengths range from very short 5 second to 30 second commercials or adverts. For many company "About Us" videos this can range from one to two minutes
"How To" videos on the other hand can be as short as a few minutes to an hour or longer.
The do-it-yourself route should really only be reserved for the instructional videos and some social media promotion such as cell phone videos showing it "as it happens".
Company branding, marketing and "About Us" videos should be done by professional video production companies.
There is no shame in admitting that a proffessional is needed.
If your company image and branding is at risk, rather use those in the know.
There are times when creating videos yourself can work well for business marketing. In many cases though it is better to use a video production company.
Be sure to learn as much as you can about filming and editing to get the best quality you can for your videos.
Feel free to contact us about all your video marketing.
- How Small Businesses Can Use Branding Correctly
- Branding Video VS Marketing Video for Business
- Do You Actually Need A Marketing Video For Your Company?
- Social Media Video Marketing
- Commercials VS Advert Video Production
- How To Use Video Correctly To Market Your Business?
- Using Templates for Affordable Video Productions
- Top 3 Ways to Make a Cheap Corporate Video
- Does Viral Video Equal Sales?
- Technology and Expert in the Video Industry
- Induction Safety Video Production
- The Cost Of Making A Company Video
- Online Business Video Marketing
- Corporate Event Video Production
- Wedding Videographer and Photography
- Conference Video Top Tips
- Aerial Photography