Yesterday we discussed why video is critical in your online marketing for 2010. Today we’ll take a look at some tips for using online video with the full disclosure that I am NOT an expert in video but I’ve definitely seen online videos done well and videos done poorly.
1) Choose a camera. Please, please, please don’t get too hung up on this. Rumor has it that the best camera for a small budget is the Kodak Zi8 . Priced at around $180, it’s better than the Flip Cam for online video in that it allows you to use an external mic jack (you’ll have to purchase a mic separately) whereas the Flip doesn’t. Surprisingly, audio will be your biggest concern in producing online video. Quality audio will be the factor to ramp up the level of your professionalism significantly. For larger budgets or tech enthusiasts, check out CNet’s reviews of video cameras as a starting point.
2) Determine the subject of your video. Outside of a basic sales video, consider giving some “tips” to customers for free. What are the top questions you get asked in your business? Answer those questions in your video(s). If you want to go all-out on video, Traffic Geyser has an amazing program.
3) Keep your videos short and sweet. Remember that attention spans run low, especially on the internet. Research from comScore shows that the average amount of time viewers spent viewing online videos was 3.5 minutes.
4) Zoom to an appropriate capture. Remember that when you’re viewing online video, the viewing window is small. If you’re zoomed too far out, faces will be hard to distinguish and viewers may lose interest. Zoom too far in and you’ll scare your viewers! Try waist-up or chest-up shots for online video.
5) Keep your backgrounds tasteful and simple. If you’ve got too much going on in the background, it will distract from your message.
6) Use ample lighting. Again, it doesn’t need to be professional grade lighting but plenty of light will increase the quality of your video.
7) Include a call to action. After viewing your video, what do you want people to do? Sign up for your newsletter? Download a free ebook? This needs to be part of your marketing strategy – ask viewers to take one step.
8) Practice. Shoot it until you’re fully satisfied with your video. Remember, you only get one chance to make a first impression. Pay attention to body language, volume levels, excitement and enthusiasm for your product. Imagine you’re a potential client watching the video for the first time…would you be compelled to take the next step based on your video alone?
9) Upload your videos in as many places as you can. Your website, obviously, but also sites like YouTube , Google Video, and YahooVideo. Remember to tag your video with relevant keywords and titles so interested viewers can find you!
I can’t stress enough the importance of getting started. I know several professionals with all the latest video equipment, access to recording studios, green screen technology and professional lighting. Guess how many videos they have on their own website? Yup. Zero. Don’t get trapped in analysis paralysis – grab a camera and get shooting!
As usual, great post Megan. I love my little Flip video camera, but you are right about the mic. It’s great for B-roll work if u are using a video editing software like Apple’s iMovie.
Too funny about your friends who own a recording studio but have no video on their site.
icant wait for the next installment!