Whether you’re a business owner, marketer or video enthusiast, you probably know the importance of video in promoting your product or service. So why haven’t you used it? Video can be intimidating if you have little experience with it, and outsourcing isn’t always an option. Fear not, we are here to help!
How to create a business video in five easy steps:
1) Determine your goal
Like any task, you must first determine what you want to achieve. Ask yourself: What do I want my business to gain from this video?
- Brand awareness
- Enhanced customer/client experience
- Audience trust
Whatever your goal, it will help drive the entire video-making process. Make sure you decide on a specific goal before going any further.
2) Do your research
You know what you want to achieve, now the next step is to determine who you want to reach. Chances are you already know your target audience like the back of your hand. But do you know what makes them tick?
If you want to create a video that your audience will actually watch, you need to know what they are watching now. Find out:
- What kind of content they share online
- Where they spend the most time online
- What content they have responded to in the past
Get out there and spend some time in your audience’s world. Find them on Twitter or YouTube and listen to the discussion. This will help you understand what they want to see from you.
3) Choose your video type
Business videos come in all shapes and sizes. You must choose the right video based on your goal; see why the first step is so important? Some options include:
- Product demos
- Instructional videos
- Case studies
- Business overviews
- Video tours
As you can see, you have a few options. If you want to increase sales, you can create a product demo video that will make your audience want to try it out. You could also create video testimonials, allowing viewers to see the benefit of your product or service.
Video can also help you enhance customer experience. You don’t let go of a customer once they have the product in-hand, you want to maintain a good relationship with them. Instructional videos allow customers to get the most out of their product. FAQ videos help resolve questions or issues they may encounter. Both examples show your customers that you are there to help them, allowing you to build and maintain this relationship.
4) Make it interesting
Sounds simple, right? Ok, maybe not. Your video must be compelling enough for people to watch and share it. This all starts with the right voice. Make sure your spokesperson represents your company well, and knows how to speak to the audience. If the audience can relate to this person, they will pay attention.
Editing is crucial here. Don’t just film one shot of someone talking for five minutes. Cutting to different visuals, adding music and effects and changing angles are just some of the ways you can make this video more fun to watch. If you are new to video editing, pick up a copy of VideoStudio. It’s easy to use and cost-effective for small businesses.
Finally, if you want to hang onto your audience, keep it short! On the internet, anything longer than three minutes is lucky to survive. Personally, a video has to be extremely compelling to make me watch for more than two. Yes, I have a short attention span, but I am not alone. Viewers may only have a few minutes to spare, and with so much content on the internet, videos only get so much of their time. Golden rule: The shorter, the better.
5) Promote. Promote. Promote.
Congratulations, you made a video! It’s on your website, which means thousands of people will see it, right? Wrong. You need to get your video in front of your audience; they won’t come looking for it.
Social media makes this very easy. Post it on your YouTube, Facebook, Twitter, Pinterest, LinkedIn and any other accounts you may have. You can reward those who share it: “Share this video and you could win X!”. Check with Facebook rules before you decide on a contest though, just in case.
You probably have a vast network outside of social media. Share your video with everyone on your email list: clients, customers, partners, friends, family, employees and anyone else who might enjoy it. Ask them to share it with others. On the internet, word of mouth (or word of keyboard) is powerful, so use it.
There you go, five steps that will help you get closer to your audience through the magic of video. Have you used video to help your business? Share your story in the comments below!