Making Video Work in Your Marketing

Are you ready for your close up? There was a time when video marketing was strictly for big budget brands that could afford pricey TV spots, but thanks to the Internet, that is no longer the case. Most digital cameras come with more than suitable recording abilities, and getting the results in front of your audience has never been easier. Video is your chance to put the faces behind your business in front of your audience—and with YouTube’s one billion plus users, there’s never been a better time to branch out. Follow these five steps to get started:

1. Get All Equipment in Place
The equipment list for your YouTube video doesn’t have to be complicated. To get started all you really need is:

• Recording equipment
• A place to make your video
• Someone to appear in your video
• A YouTube account
• Video editing software—I recommend iMovie; it’s simple and effective

2. Decide on Your Message
A good video makes a clear point sans rambling. Your video can introduce your business, offer opportunities to meet staff, or answer questions and solve problems. Always remember your call to action—whether it be that you want viewers to stop by your booth at a trade show or visit your Website. The next step after viewing the video should be clear and easy.

3. Write and Polish a Script
Writing your script before filming is a great way to cut back on wasted time with shooting retakes. You don’t have to write the next Hollywood blockbuster—a simple outline will help keep you on track. Treat your script like you would any other piece of copy—you are looking for a clear message that entices viewers to take an action.

4. Film and Edit
Gather all equipment, props and people necessary to film your video. Check for sources of noise or disturbance, making sure everything is neat and there are no trip hazards. Be sure to check for these sources of noise or disturbances before you begin filming. Keep in mind it’s rare to get a shot right the first time, but with a polished script and preparation, it’s more likely than not that there won’t be a lot of necessary editing.