Online Video Marketing For Small Business - Video Production Styles (Part 2 of 2)

Online Video Marketing For Small Business - Video Production Styles (Part 2 of 2)

The message of video in online video marketing for small business is very important. There are many styles of video to choose from; each best for different messages. For instance, a company which makes custom outdoor grills may consider collaborating with a catering company to produce a "cooking show". They could create a series of shows, each explaining a different component of the grills. If we consider the way video has evolved, we'll find that people love to watch other people ("reality TV", anyone?). We have found that a documentary-style video is best suited for most local businesses. Think about how some of the most watched cable channels, like The Travel Channel or The Food Network, have capitalized on this. A local business owner showing how a particular customer had a favorable experience with her company is a "must-see"! Or, we may decide to review one of our products or services so that people get a good idea how it would benefit them. Always consider that people watching a video voluntarily are looking for WIIFM ("What's in it for me?").

Shooting Style #1 - Documentary We have found that this style is the most watched. Would you rather be bombarded with sales copy or see a business in action? That what everyone else thinks, too!

Shooting Style #2 - Series This can be especially well received if it helps a potential customer see the benefit of having your products or services by showing exactly how to solve a problem. This style can be used to attract repeat business by offering additional information that the potential client or customer can use.

Shooting Style #3 - Review Reviews can be tricky. Start with the pain that may result from not having this particular product or service, then show how it can be relieved. Try to stay away from blatantly promoting your product. Other mediums should be used to do this like brochures or direct mail.

After we decide on a style, the next step is to develop a script and storyboard. The easiest style to do this for is the documentary-style video. We use a list of questions like, "What geographical areas does your business serve?", or, "What is your business best known for?" Of course the questions are edited out of the final video so we have a smooth voice-over that doesn't sound canned. Try to shoot the video in segments. We like to shoot the "interview" first; then shoot what is considered "b-roll" to match things talked about during the interview. Be sure to shoot a lot of steady and well-framed b-roll so that you have a lot to choose from when you start editing the video (video professionals call this "going into post").

Finally, let's talk about the final product. We need to have a short video (people don't want to spend a lot of time watching one thing) that can be easily posted online. Anything longer than one minute should be carefully thought out to avoid repetition and fluff. Sixty seconds seems to be what most production agencies agree is the best fit for online video marketing. After our video shoot, we should transfer all of our video to the computer to be used in our editing software. This can be a daunting task, so be sure to set aside time to hurdle the "learning-curve". Once we have our video on our computer and it's edited just the way we want, we need to export it to a format that is web-ready. Be sure to check with the video sites and/or other distribution channels to determine the best format for your final product. We may have to have our video ready in several formats, just in cas

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