Tips for Success in Video Web Marketing

Tips for Success in Video Web Marketing
When developing any video you should first address:


1) What are your goals?
2) Who are you marketing to?


This might sound like a very broad statement but when we make break it down we realize that the question is harder to answer. When you create your own product many people assume that everyone will want to buy it/use it/ distribute it, whatever. What we don’t realize is that you have to know who wants this. Just because we are interested in our own product does not mean that the potential customer is. Ask a friend many of time if they would buy your product and the answer is almost always rhetorical, “sure of course” then start talking dollars, go on actually try to sell it to them… the hesitation and evasion begins.

Find your audience, figure out whom you are marketing to and specify it for that customer, if your main customers seem to be factories then market your product for them in mind. If 80% of your money is coming from one source target that group don’t spend 80% of your time focusing on the 20% that does not produce results.

Understand what your product means, ask your previous employers what they liked and disliked about your product. Whether it’s plumbing or manufacturing or even speakers ask them why they went with you and if they would come back to you. Address in your video that your products solves ______ and has these benefits __________. It’s becoming easier and easier to measure your results, Google has developed and publicized enough material online for you to clearly understand the success of your video. You know the difference between 100 views on youtube or 1000.

"Perfection is not when there is no more to add, but no more to take away" -Bruce Lee

Be clear with your message, and do not leave ambiguity. Example “We are a world leader in solutions, enhancing marketing to provide clients with a superior connection to the global community.” Sounds great right? Reread that and try to understand exactly what we are selling? It isn’t clear… Be hard on yourself and remember just because it sounds great to you it may sound like nonsense to the casual viewer. Talk about what you can do for your clients; offer solutions don’t talk about offering solutions. Example if you are selling pest control, market what exactly you can take care of, the type of service whether it be Racoons or Termites tell it up front, address what you are going to do.

NO FLUFF, be simple. Try to push what you do without the filler words, if you cut grass be honest and state that. Be clear no need for a five page message if you can say it in a sentence.

USE THE RIGHT VIDEO COMPANY

Obviously this is a plug for myself, but I cannot express the wide variety of competition out there. There are the guys who have the nicest equipment, charge you ten times as much, and shoot a steady shot. That’s fine but you can do a lot more with a lot less. Today video is important but it also has a lot of competition out there, most people have a video on their website that’s a fact. The difference is quality, and creativity. Your video might not be about mountain climbing but it can be interesting. Ask for suggestions and look at content, my father always talks about the “Ham and Eggers” the guys that do what needs to be done and that’s it. That’s one way to do it but if you want a video worth watching look for the people who can think and do more than what you ask, get your message across but do it in a different way. Be engaging let your video tell the story and not just you. Be cautious and ask about prices, there is a wide degree of the average video pricing, prices can go from $15 dollars an hour up to $250 dollars an hour, it depends on the experience of the videographer and the costs surrounding that. Equipment costs a lot of money so the larger price tag generally indicates a higher degree of experience and equipment. Those lower rates could be new people trying to join the industry but by choosing some one new you run a risk of getting a bad product. Other charges to expect are transportation, script writing, voice overs, graphic design, DVD duplication, DVD design, sound, lighting, editing, ECT. The list can go on and on just make sure both parties understand each other before moving forward. (Note, the average market price for video shooting is $100-$125 an hour and editing $50-$100 an hour)

Communication before the Video is even Shot

It is extremely important that each party knows exactly what the other is getting into. Video producers should follow what you say and what you get across they should tell you solutions for your product but you need to tell them who you want to sell this to and what you want it to accomplish. Before you even start production have this line of dialog or have a storyboard drawn up, this makes sure the video producers know what to do as well as getting your defined message established. We don’t know who uses a particular type of line cut or chemical compound, if your customer base knows and it’s important to have that fact in the video, just tell the video producer to emphasize this point.

Call to action
Make sure they can contact you and remember your brand with a personalized call to action. Plug your message whenever you start finish: make them remember your brand.



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