As the world pushes forward into the Digital Age, businesses are adapting to current trends and finding new ways to connect with their customers. One of the most powerful and exciting ways of doing this is through the use of video. Perhaps your company has held out as long as it could but has finally accepted the new reality: every business, large and small, needs to start taking video marketing seriously.
Now that you’re ready to take the plunge into making videos for your business, here are six things to think about that can help make your next video campaign a success.
- Your Video Should Be Narrowly Focused
Every piece of content you create for your business, including your very next video, should have a clearly defined purpose, according to Band of Outsiders. Is this video meant to educate current customers about some aspect of your services? Is it supposed to draw in new clients? Is it a recruiting video or training video? What is your call to action?
Having a clear, singular purpose for each video will help guide its creation and development, and that will make it more impactful for your business. Whatever purpose your video is to serve – sales, brand awareness, internal training, increase social following, informative – make sure that you stay on target and don’t try to make a one-size-fits-all type of video. That generic, shotgun approach rarely connects with viewers and usually fails to make much of an impression.
- Always Start With A Script
Whether or not you decide to hire a professional video production company to create your video, you should still take a tip from the pros and create a script and storyboard for everyone involved in making the video to follow.
The script will ensure that all major talking points are covered and that no key pieces of information are left out or communicated unclearly. There’s no point making a video that doesn’t communicate its message clearly. The storyboard is a kind of visual script to guide the camera and lighting setup. Think of it like a comic book with panels that lay out the various scenes and camera angles.
If you’re a sole proprietor and are making the video all by yourself, it might be tempting to skip all this planning and just make it up as you go. But many solo entrepreneurs have chosen to go that route, only to end up with a poorly-made video that reeks of unprofessionalism.
Take some time to plan out the camera shots and the dialogue or narration that will go into your video. You can tweak things as needed, but having a plan before hitting the record button will make a big difference in the quality of the final product.
- Pay Attention To Backgrounds And Framing
Many DIY business videos end up having shots in them with busy backgrounds that distract the viewer from the main message of the scene. This is something you really want to avoid. Clean, simple backgrounds allow all eyes to go directly to the subject of the video, and that’s really the whole point.
But that doesn’t mean you need to set up a green screen with stock photos of an office thrown in behind you as you speak – those can be even worse than a cluttered background! The point is that when setting up a shot, you need to be selective about everything in the frame and not just the main subjects in the foreground.
- Invest In Some Basic Lighting Equipment
You don’t need to break the budget on lighting equipment in order to have a decent setup. A simple 2-light system with stand will usually work just fine. You can also purchase the diffuser umbrellas to soften the light and spread it out a bit, but there are also some cheap workarounds that will get the job done for a fraction of the cost. In some cases, you won’t even need actual lights – reflectors work well when shooting outdoors and can bounce light towards your subjects to fill in the shadows and bring out the details.
See this video for some affordable lighting ideas.
- Use Wireless, Clip-On Microphones To Improve Audio Clarity
The built-in microphone on your video camera is not likely to provide the kind of sound quality that you want, particularly if shooting in a noisy environment like a busy office or anywhere outdoors. It will pick up too much background noise.
Wireless microphones can be purchased very affordably. They just clip onto your clothing and do a great job of isolating your voice and the voices of anyone else in the shot using one of them.
You won’t need one of these microphones if the audio will be overdubbed onto the video images, though. Just be sure to record the audio in a quiet environment to eliminate background noise and static.
- Promote The Video With Effective SEO Techniques
A final consideration – and one which is often skipped entirely – is the distribution and promotion of the video. Many businesses just post their new video to YouTube and walk away. That’s not how you do it. Be sure to cross-post your video onto multiple video and social platforms like Vimeo, Instagram, Facebook and Twitter. It also helps to create a shortened version of the video for certain channels.
You’ll also want to use the same SEO techniques to promote your videos that you would use for any other piece of content you publish, including the use of industry-related hashtags and keyword-rich textual descriptions.