Video: how to do it right
Using video online to increase sales and brand awareness
The statistics don't lie: video can help you increase sales and give customers a clear view of what you can offer them. In their Small Business Video Marketing Guide, online marketer DigitalSherpa found that videos increase people's understanding of a product or service by 74 percent, and 64% of users are more likely to buy a product on an online retail site after watching a video. One company even reported an immediate increase in sales of 216% as a result of adding an introductory video to their website.*
With modern technology, almost any small to medium business owner can create their own videos that are engaging, entertaining, informative and most of all, effective. But getting it right isn't as simple as it seems; a successful video requires planning, focus and attention to detail.
Have an idea
Your video needs to have a purpose. Decide exactly what information you want to impart, and keep this in mind throughout the process. If it is an introduction to your business, decide if you want to discuss the entire business or just a certain aspect of it.
Know your audience
Make sure your video will resonate with the people you want to reach. Keep the tone and content relevant to this audience. This will help the customer identify with your brand.
Understand the elements
Your video will comprise of elements such as videoed content, graphics, music, speaking to camera and content. Ensure all of these elements are considered and work on a plan to use them cohesively.
Break it down
Just like the big Hollywood movies, your video should have scenes that you pre-plan. Scene one may be a video of your premises with a voiceover stating what you do. Scene two may be you speaking to camera; scene three a close up of the product you are discussing, and. Planning these scenes before you begin will help you have a clear idea of what you need to do.
Get the details right
Make sure at all times the video represents you in a professional way. If you are filming your premises make sure they are clean and all employees are in uniform. Practice different lighting, ensure the sound is strong. These small differences will make all the difference to the quality of the end product.
Keep it natural
While professionalism is a good thing; be sure to maintain a very human aspect. Keep it real. Where possible have yourself and/or key employees speak directly to camera (script their words and practice so the end result is natural and smooth).
Keep it short
Your video should be under two minutes long or you are likely to lose your audience. When you are planning your content you can assign time frames to each element to help keep track of time (for example. 'Dave speaks to camera, 25 seconds').
Call to action
At the end of the video ensure your viewers have somewhere to go or something to do. It might be 'call us now' or 'for more information go to', it may even be a special offer connected to the video content.
Once you have your whizz-bang video, don't just leave it languishing on your website. Share as far and wide as you can. Have employees, friends and relatives do the same.
ENDNOTE: To learn more about digital marketing and how it can help your business grow, take a free digital health check at armdigitalmarketingsolutions.com.au or phone 1300 853 769.
- Wingify, Visual Website Optimizer, Buy More Twitter Followers study (vwo.com/blog/video-increases-sales).
BREAKOUT/PULLQUOTE: 64% of users are more likely to buy a product on an online retail site after watching a video