September 4, 2014

videoVideo marketing is a rapidly growing beast. Having previously been overlooked by many marketers, a handful of businesses were really making it work for them. Now more and more companies are seeing the value in video marketing, but don’t really know how to optimise its effect.

Be Device Indifferent

As with all online content these days, make sure that your video is suitable for use on all devices, whether it is a PC, laptop, mobile or tablet. People are increasingly using mobile devices for accessing the internet, so by not catering for these users, you will be missing out on a huge chunk of the market.

Make It Relevant

An effective subject matter for content is something relevant. Use what’s going on in the news to give extended reports or information. This must be completely up-to-date because news moves fast, but this can be very effective.

Give Information

Another great idea for video is to make educational or useful videos. This can be general or product specific. You might want to consider showing how to use a specific product, a recipe or detailed information about a particular area of expertise. If it’s not product specific, you might want to try product placement in your video. It can be useful to show your product being used in everyday life to help people to imagine themselves using it.

Make It Entertaining

A popular video style is to make it funny or entertaining. Everybody likes to have a break every now and again, so make it light and interesting. Again, you may want to think about product placement within the video.

Use Uplifting Music

By using inspiring and uplifting music, your audience will relate it to your business or product. Don’t you sad or negative music, because this will have the same effect and there’s nothing worse for sales than this!

Don’t Make It Too Dry

Try to get some personality into your video. Remember, people are choosing to watch it, so you need to make it entertaining and leave them wanting more. A good trick is if, for example you are giving legal advice, don’t stand in front of a book case in your office in a suit; go to a different place, your living room, garden or even a car park! And wear casual clothes – show that you are human.

Share Your Video

Once you have recorded and edited your video, make sure that you get it out there. You may have recorded it to put on your website, but why not get it on YouTube, Facebook, Dailymotion and Vimeo to extend your reach and drive more traffic to your website – remember you need to ensure that you show people how to get to your site!

Get A Voice-Over

A lot of people like videos with a voice over. This gives video-makers the chance to say things that maybe the video doesn’t make obvious. Make sure that it is clear and communicates the right message.

Don’t Make It Too Long

A common mistake is that a lot of people make videos longer than they need to be. Try to keep them entertaining, concise and attention grabbing to ensure that viewers don’t get bored and switch off.

A well made video is not only often more fun to make than writing content, but is also a very effective marketing tool. Make it accessible, memorable and interesting and it cannot fail to be successful.

Many thanks,


Jenny Verman

Jenny Verman
Digital Marketing Manager
The Internet Marketing Academy

(Image courtesy of Cool Design at FreeDigitalPhotos.Net)

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