WEB VIDEO TIPS
Show your website visitors what you do and why they should trust you
I've written and produced more than 100 web videos so I can say: it's a great idea for you to have a video on your web site. Some stats to convince you:
More than half of your visitors are visiting your site on a mobile device. It's not always easy to read text on a phone or tablet, so it's even more important to have a short video that explains your business to these viewers.
- 16-20% increase on phone calls
- 30-40% increase in clicks for more information
- 52% increase in your viewers taking action
More than half of your visitors are visiting your site on a mobile device. It's not always easy to read text on a phone or tablet, so it's even more important to have a short video that explains your business to these viewers.
Myths about web videos
I have to bust these myths right now:
Myth #1: "Just put any video up there"
Sure, you can use a cell phone or your laptop to film you rambling about your business, but do you think anybody will watch it?
A crappy video means your potential customers will think your business is crappy. Seriously, ask anyone. They grew up watching TV and expect your video to be as good, if not better.
Myth #2: "A web video will bring me customers"
No, it won't. Not at all. There's so much that goes in to Google and YouTube rankings and a single web video is a small part of it. A video is nice and will help, but don't count on it to put you on the first page of Google.
A web video is like a TV commercial that's only playing on YOUR television. It's not being "broadcast" anywhere, it's simply sitting on your web site. It won't drive anybody TO your web site. For that, you'll need a web video marketing campaign. Don't expect people to flock to your business because you put up a single video. They won't.
Myth #3: "Anybody can make a web video with an iPhone, so why should I pay YOU more than some desperate student on Fiverr?"
By this same logic, anybody who can type can also write a New Yorker magazine article or a best-selling novel. It's all just words, right? Go type them, hungry creative person!
The reality is, you get what you pay for. Your audience is pretty savvy at telling what's authentic, and what isn't. An experienced marketing professional will know how to craft the right message that your audience will embrace. It's not about the picture, but the story.
A few more video marketing tips I've learned
Managing your web video marketing expectations is the first step. Here's a few more tips:
Your web site. The most important part of your web video is your web site. If it's not clear what you do, a web video isn't going to help.
Call to action. Always tell your viewers what you want them to do.
Branding. You'll see that most of the videos I make have a logo and/or web address. Why? If someone forwards your video out into the world, how will anybody know it's yours?
Sharing. Is your video so cool, interesting, funny or amazing that people want to send it out to their friends?
Audience. What do they want to see? What makes you different from your competition? Why should they contact you?
Content. Give the audience what they want to see, not what YOU want to see. Blabbing for 5 minutes about how great you are won't make anybody love you.
Keep it short. Only one minute for your intro video. Maybe 90 seconds if its awesome sauce. I have a few longer examples here because the clients wanted to use their videos for trade shows and internal store displays. But those are exceptions and they're interesting to watch.
Other videos. What other video content can demonstrate your expertise, or answer more of your customer's questions? Think like a publisher.
Don't do it yourself. Seriously, don't. You wouldn't try to change the bearings in your car by yourself, so don't try to make your own marketing videos.
It's better to have no video than a bad video.
I have to bust these myths right now:
Myth #1: "Just put any video up there"
Sure, you can use a cell phone or your laptop to film you rambling about your business, but do you think anybody will watch it?
A crappy video means your potential customers will think your business is crappy. Seriously, ask anyone. They grew up watching TV and expect your video to be as good, if not better.
Myth #2: "A web video will bring me customers"
No, it won't. Not at all. There's so much that goes in to Google and YouTube rankings and a single web video is a small part of it. A video is nice and will help, but don't count on it to put you on the first page of Google.
A web video is like a TV commercial that's only playing on YOUR television. It's not being "broadcast" anywhere, it's simply sitting on your web site. It won't drive anybody TO your web site. For that, you'll need a web video marketing campaign. Don't expect people to flock to your business because you put up a single video. They won't.
Myth #3: "Anybody can make a web video with an iPhone, so why should I pay YOU more than some desperate student on Fiverr?"
By this same logic, anybody who can type can also write a New Yorker magazine article or a best-selling novel. It's all just words, right? Go type them, hungry creative person!
The reality is, you get what you pay for. Your audience is pretty savvy at telling what's authentic, and what isn't. An experienced marketing professional will know how to craft the right message that your audience will embrace. It's not about the picture, but the story.
A few more video marketing tips I've learned
Managing your web video marketing expectations is the first step. Here's a few more tips:
Your web site. The most important part of your web video is your web site. If it's not clear what you do, a web video isn't going to help.
Call to action. Always tell your viewers what you want them to do.
Branding. You'll see that most of the videos I make have a logo and/or web address. Why? If someone forwards your video out into the world, how will anybody know it's yours?
Sharing. Is your video so cool, interesting, funny or amazing that people want to send it out to their friends?
Audience. What do they want to see? What makes you different from your competition? Why should they contact you?
Content. Give the audience what they want to see, not what YOU want to see. Blabbing for 5 minutes about how great you are won't make anybody love you.
Keep it short. Only one minute for your intro video. Maybe 90 seconds if its awesome sauce. I have a few longer examples here because the clients wanted to use their videos for trade shows and internal store displays. But those are exceptions and they're interesting to watch.
Other videos. What other video content can demonstrate your expertise, or answer more of your customer's questions? Think like a publisher.
Don't do it yourself. Seriously, don't. You wouldn't try to change the bearings in your car by yourself, so don't try to make your own marketing videos.
It's better to have no video than a bad video.
