subject: Can Web Videos Help Promote Your Business? [print this page] Can Web Videos Help Promote Your Business?
In researching online marketing, I often come across marketers who consider videos on YouTube and other media portals to be essential components of their campaigns. But even though it's true that web videos can be powerful tools, there is a right way and a wrong way to approach online media, and it seems that too many small business owners don't know what they're doing when it comes to these things. A video in and of itself is not necessarily going to help. In fact, a bad video may do more harm than good. However, if you can harness this tool to make high-quality, relevant videos that people actually want to watch, you can do great things for your business.
Types of marketing videos
There are different ways that you can use the online video medium, including:
How-tos: How-to videos are a great way to establish your expertise and give potential customers a reason to respect and remember you.
Reviews: If there is a product or service that is relevant to your business and that links to what you do in some way, provide a review.
Introductions: If your product is innovative or complicated to use, then provide video instructions for how to get started.
About: You can make a video telling the history of your company and giving a brief introduction of who you are, what you do, and what are the core beliefs of your business.
Of course, you don't have to be limited to these specific types of videos. Any type of video that you think could be used to promote your business is fair game.
Quality is key
As with other types of web content, the most important thing about online videos is quality. If you've spent much time browsing around the web and viewing videos yourself, you've probably noticed that there are a lot of videos that are just plain bad. If you've ever had one of those moments where a video starts playing and you find yourself surfing away within the first 30 seconds, then you know what I mean.
Quality is a tricky thing. We all know a good video when we see it, but it can be hard to quantify the exact things that make that video so good. In general, though, here are some ideas that one should keep in mind:
Get to the point right away. This isn't TV, and viewers don't want to sit through some long, drawn-out introduction. You do need to introduce yourself if you are new to the online video scene, but try to make it quick.
Make sure your video looks good. Have a high-quality camera, and maybe even consider enlisting the aid of an associate or friend who is skilled with the digital video arts.
Reduce visual clutter. Of course, the visual style of your movie will depend upon its purpose. But, for example, if you're going to be giving an in-person how-to on camera, do it in an uncluttered, neat looking room. If you're providing a video on how to use a piece of software, make sure there is nothing on the screen other than that program.
Write the video ahead of time. If you or the speaker in your video stammer or appear lost for words, it can look unprofessional, so make sure the words have been written ahead of tim
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