September 13, 2011

Online video is a growing advertising strategy.  More often than not, when you use a search engine to find information, on the first page you will see a links to videos about the keywords.  People enjoy watching videos, and will often linger longer on pages that include this type of content.  Text is important, particularly for search engine optimisation, but adding additional types of communication is important as well.

What Kind of Videos Should You Film?

The first thing many people ask, after they realise the huge potential in online video advertising, is what kind of video they should post?  Never film a direct advertisement.  People are used to dealing with ads and tune them out or click away from the page.  The goal is to keep people there longer, not drive them away.  When you are looking for video content, think about questions your customers ask and build a video that answers questions or provides information.  Don’t tell people all about how your service can work for them, instead give examples of problems people face and solutions.  Provide step by step guides on how to fix customer issues, and establish your company as credible in your market niche.  How to guides are incredibly popular and can help you increase your email list and viewership.

What Does it Cost?

After deciding on the topic for a video production, the next consideration is cost.  Producing a video can be very inexpensive or it can cost tens of thousands of dollars.  A business does need to produce something that is watchable, relatable and interesting, but they don’t need Hollywood quality or style.  YouTube and other online videos are generally poor quality, so filming should be done in high resolution to show consumers you are serious, but an entire production company is unnecessary.  You may want to bring in someone to help with a script and editing should be done by a professional.  Actual filming can be done in-house, without needing to hire a videographer.  In fact, many YouTube videos are produced using simple web cams.  While a business should use something a little more high tech to get the clear picture quality desired, a commercial camcorder is not required.  This can help keep the costs down, and the quality high.

Including a video is a great way to introduce a company to new visitors.  A welcome video is always a nice touch, and a few how to guides can really help make the personal connection.  When a customer sees that your company is willing to provide its expertise, free, in video format, it builds the trust needed to help generate sales.






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