Video marketing will help your business get in front of more potential customers who are searching for the right solution to help them overcome a challenge.
If this potential customer comes across your marketing video in a search, watches a few minutes, then clicks over to your website to learn more…can we agree that’s a good thing for your business?
Is Video Marketing Hard to Do?
Contrary to popular opinion, video marketing does not have to be a sleek, overly produced Hollywood production.
Sometimes even a simple no-frills video shot on a smartphone will suffice.
However, there are still some basic guidelines every business owner must know when they decide to take the leap and start marketing their business using videos.
Michael J. Connell is a Boston-based video marketing consultant and founder of KC Visuals Unlimited. He is also the author of “Video Marketing Made Easy: How to Create Your Own Great Videos and Market Your Way to More Money”, which is available now on Amazon.
I had the pleasure of interviewing Mike, where he shared his journey to becoming a professional videographer and storyteller. You can watch that complete interview here:
Here are Mike’s Top 5 Tips for Video Marketing Rookies:
1. Turn the cameraphone horizontally
When you film something with your smartphone’s video camera, remember to always use the horizontal view to help widen the view and capture more imagery on the sides of the screen.
Why limit what you can film to just a small portion of the action and potentially miss something just to the side?
Vertical view wastes a lot of space on the sides of the screen which remain in the dark until the camera pans left or right.
Turn that view horizontal and let’s see what you want us to see.
2. Get a microphone
Next to filming videos vertically, another common occurrence in amateur videos is hollow sounding, hard-to-understand audio.
Using a microphone to use with your video camera on your smartphone when you can’t get close to the mic will dramatically improve the sound quality of your marketing video.
Sound quality in your video marketing is important, because it will help your audience learn more about your offer to see if it can help them overcome a challenge.
They also won’t be distracted, annoyed, or straining to hear the words being spoken and will be more likely to watch your video and follow your call to action.
And that’s what you want your video marketing to accomplish, isn’t it?
3. Avoid backlighting
When filming in front of your camera, try not to have a bright image (window, light, etc.) shining directly behind you.
Since most cameras are programmed to automatically account for the lighting in the shot, having that backlight shining into the lens will shut down the camera iris.
This will render you as a dark figure with hard to discern features. Good for people who want to hide their identities, but not so much for people trying to relate to their audience and build trust to do business with.
4. Be brief with your landing page video
If you have a video on your business landing page, where presumably you will have some sort of offer and ask for an email address.
In order for a visitor to want to give you their info and learn more about your offer, they will first need to judge you and decide for themselves if they are aligned with your vibration.
Typically 60-90 seconds is the sweet spot for people to decide where or not they’d like to hear more from you or not.
Be succinct in your message, make that call to action, and wrap it up in less than 2 minutes and your landing page video will be a strong lead generator for your business.
Your subsequent followup videos for those who take action on your landing page after watching your initial video be longer, since you’ll be able to share more information about your product, service, or opportunity with those who decided they’d like to learn more about you and your business.
And that’s a good thing, would you agree?
5. Have a great call to action
In the 60-90 seconds you have to grab your video marketing audience’s attention, you need to be able to quickly and succinctly ask them to do one thing…
That could be enter your email address to receive more information about a certain product, service, offer, or all three that might be the solution to a certain challenge you may or may not be facing in your life right now or in the not too distant future.
Follow these 5 tips and you’ll be a video marketing expert in no time.
Remember, an expert is someone who knows just a little bit more about something than you.
But once you learn, implement, and know that one thing, then you become the expert to someone who has not learned that one thing you just learned.
Also remember…according to science, you create you reality.
And video marketing is a great way to help more people see the reality you are creating with making high quality professional marketing videos that generate more leads which convert to more sales which lead to extensive upsells and a lifetime of profitable ventures.
James K. Kim
James "Jim" Kim is a commercial real estate agent with Cushman & Wakefield / Pyramid Brokerage Company in the Capital Region of New York, specializing in retail, office, and industrial tenant and landlord representation.