Video: to use or not to use?

Video – to use or not to use?

When marketing your business any expert worth their salt will tell you to explore every medium available in your planning. However you prefer to do it, it’s important to work out what works best for you and your business. You need to take into account your vision, your business, your offering, your target market and the message you want to portray. It’s even more important to calculate how it will benefit your business.

 

Video is always highly recommended by marketing experts; it’s visual, easy to use, easy to engage target audience… After all, all the big companies use them so why shouldn’t the small companies?

 

But content is key. There is no use entering into any marketing campaign half heartedly, and video is no exception.

A personal trainer producing a promotional video for her DVD.

A very focused personal trainer producing a promo video for her DVD, that she sold online as part of a marketing campaign for her services.


Bad video is worse than no video at all…

Like everything else you do to market your company, it needs to be done right or not done at all. People no longer have the time or patience to read about your company. They want to hear and see about your company; it’s the closest way of really getting to know your company. So, video is perfect.

But what is the point in replacing long, boring, difficult to read text with a long, boring, difficult to understand video?

Where to start with video?

Videos can be used in a variety of ways. TV advertising, web-videos, exhibitions or maybe DVDs as part of a mail campaign. The list is endless.

However, here are a few tips to make each and every video you produce effective:

  • Web-videos should be no more than 20-60 seconds long and TV advertisements are generally 5-30 seconds long
  • DVDs are usually longer as are exhibition videos that are played on a loop but need to be longer and more interactively engaging.
  • Planning should take the longest part of the process, as with any marketing or communications campaign
  • In order to obtain the dream client, you’ve got to behave like the dream client. Would they market themselves using their camera-phones in their bedroom? Is that the way that they communicate?
  • A full return on investment audit should be provided prior to the campaign being conducted to ensure it’s a worthwhile investment of time and money. This can be done by you, the business owner, or indeed should always be offered by your video production company.

And, of course, there are many more tips to be offered at point of ‘fact find’ and planning to ensure a more tailored approach to video marketing and communications.

 

Pollyanna Woodward delivers a very well planned message effectively to camera for a series of online business advertisements.

Pollyanna Woodward delivers a very well planned message effectively to camera for a series of online business advertisements. But that doesn’t mean you need a professional presenter to deliver an effective message.

Plan, plan, plan, do, review…

It’s essential, when you plan your video, that your production company takes you through a detailed fact find to establish precisely the best way of marketing your company/product/service through video. They will have a proven track record in developing concepts/scripts/storyboards and then putting them into practice. The planning of any video is the part that takes the longest and makes the production more effective.

To summarise, if you’re truly taking your business and marketing strategy seriously then play to your strengths. Whatever you choose for your marketing campaign, ensure you instruct experts to ensure your target market is not only reached, but engaged and that your profitability is maximised.

Written by Chrissa Wadlow

Chrissa has extensive experience in business and project management having spent her early career managing large teams within retail and later moving on to a business solutions company where she successfully launched a new business division. Chrissa joined Light Films in 2008 as an independent Business Consultant, where she rebranded the company on the strength of it’s product and gained the awareness and financial revenue that it deserved. Chrissa has brought Light Films into the limelight and her commercial acumen and expertise has provided the missing piece of the puzzle at Light Films.

Chrissa lives in Derbyshire with her husband and two daughters, and can often be found with her Nikon DSLR round her neck!

About the author

Chrissa Wadlow Chrissa has extensive experience in business and project management having spent her early career managing large teams within retail and later moving on to a business solutions company where she successfully launched a new business division. Chrissa joined Light Films in 2008 as an independent Business Consultant, where she rebranded the company on the strength of it's product and gained the awareness and financial revenue that it deserved. Chrissa has brought Light Films into the limelight and her commercial acumen and expertise has provided the missing piece of the puzzle at Light Films. Chrissa lives in Derbyshire with her husband and two daughters, and can often be found with her Nikon DSLR round her neck!

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