Tips for Creating Compelling Online Videos

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot why FEI’s marketing communications should prioritize compelling offers over flashy designs. This week, Marka gives Zoot some tips for creating compelling video content on a budget. Remember, fire = print.

Marka and Zoot sat in the FEI conference room, discussing the declining open and click-thru rates for Zoot’s monthly “Helpful Fire Tips” e-mails.

“I just don’t understand it,” Zoot said. “The information I’m giving my customers is good—it always has been. They just don’t seem to be paying attention anymore.”

“The problem may not be the content itself but the way you’re delivering it,” Marka said. “How about making the Helpful Fire Tip a video-based e-mail instead? Include in the e-mail a screenshot that customers can click to watch a video hosted on our Website. Video engages our customers—studies have shown that visitors who view video content on Websites stay an average of two minutes longer than those who don’t. Video has proven to be effective at creating brand goodwill and driving purchases: 85 percent of customers are more likely to make a purchase after watching a video about a product or service. And I haven’t even mentioned online video’s SEO benefits— according to studies, including video content makes a Website 53 times more likely to get on the first page of Google search results!”

“I’m convinced that online video is a useful marketing tool,” Zoot said. “The trouble is, Numo will throw a fit if we spend too much on filming.”

“Relax, Zoot,” Marka said. “We don’t need Org Cameron’s production budget to create video content that sticks. Our initial investment in creating video content can be as little as a $150 handheld camera and a couple hours. I’ll prepare the Helpful Fire Tip script for you, you’ll take a few minutes to rehearse, then it’ll be show time! We should incorporate relevant props whenever possible. For example, this month’s tip focuses on how to replace a worn out torch-head, so perhaps you can bring in an old torch and replace the head on camera.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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