How to make video marketing work for your business

By Jennifer Lonoff Schiff, CIO |  Small Business, Marketing

A bad video --one that is poorly lit, that you can barely hear or is deafening, that rambles or doesn't make a point --is worse than not having any video on your website (or YouTube). So to help you create a video that will get customers talking and clicking are 12 helpful tips from the experts.

1. Know who your target audience is. "Think how your video can help your end user, the customer," says John Sarkisian, CEO, SKLZ, a sports training product manufacturer. In SKLZ's case, its how-to videos, which showcase its sports training products, are geared to customer representatives at sporting goods retailers. That exposure --or brand awareness --led to SKLZ getting increased shelf space at national sporting goods retailers, such as Dick's Sporting Goods, which boosted sales.

2. Script it. "A script for a video is like a blueprint when building a house," says Edward Schlesinger, script writer, OnlineVideoScriptwriting.com. "It will let you see what the finished product will look like before you start." In addition, "changes on paper are much easier and cheaper to do than once production starts."

3. Have a clear call to action. "What do you want people to do after they've watched your video?" asks Schlesinger. No matter how short your video is, "make it clear what you want people to do --pick up the phone, sign up online, walk through your doors. Don't throw away this opportunity to convert potential customers." (For an example of how to get your message --or call to action --across in 1:34, see Dollar Shave Club's recent video, which was viewed over 2 million times in just over 48 hours, and is prominently featured on Dollar Shave Club's home page.

4. Shoot in a quiet place. "Always try to shoot in a quiet place away from machines, large crowds and traffic noise," says Rob Ciampa, vice president of Marketing at Pixability, a video marketing company and the authors of Video Marketing for Dummies. Also, keep in mind that "putting the right [or wrong] microphone on your subject can make a big difference."

5. Light it well. "Make sure you are using all available light sources," advises Ciampa. Remember that right --or wrong --lighting "will shape the mood of your video."


Originally published on CIO |  Click here to read the original story.
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