Using video for business: Simple, short, smart

Are you using video to tell your company’s story?

Video allows a personal connection that goes beyond plain text. It shows who you are as a company and can be extremely easy to do. The latest stats prove it: nearly 85% of the U.S. Internet audience viewed online video in April 2012.

Video is just one more marketing tool that you should consider as a way to engage your audience. We like to be entertained. We like to put a personal face with a name–with an organization. If video is not a part of your current marketing plan, you should start thinking about it now. Start small. Entertaining videos can be done with minimal dollars and a little time.

Equipment: What you really need to create a video

Essential equipment includes a video camera and computer with editing software. HD camcorders are really the best, most affordable option. No need to get top of the line. As well, most point-and-shoot cameras have a video option and, of course, numerous smart phones, albeit not the best quality (but sometimes “home grown” is just the look you want). As for software, many video editing software packages are quite reasonably priced and relatively easy to use. If you’re a Mac user, iMovie is great. PC users have Windows MovieMaker.

Quality of picture and sound are key when creating a video. Blurred visuals and fuzzy sound won’t impress. Get the best bang for your buck. For clear sound, consider an external microphone. You will be surprised how this device can make a difference. It eliminates background noise and provides crisp sound without shouting at the camera. But, it’s not a necessity. If you plan to shoot your video in a confined space, the camera’s built-in microphone may work just fine.

Ideas: Tapping your creative spirit for a fun business video

First, know what message you want to convey. Then, find a great backdrop and set to work. Here a few ideas that can be done from a grassroots effort:

• Introductory or Welcome Video: similar to an “about us” webpage without the text. Record a 30-second “infomercial” about your company. Here’s an example. It’s like opening the door to welcome someone into your home. Tell your origination story. Feature key employees. Outline your product and services. Scan your store or office. Help users get to know your company.
• Product Demos: Gone are the days of step-by-step instructions. I’d much rather find a YouTube video that tells me how to create a graph in Excel than read Microsoft’s Help instructions. Or what about learning a yoyo trick? Some things just can’t be explained with words. They just need to be seen. And the beauty of video: you can view it as many times as needed!
• Interviews: Talking with an expert in your field? Why not share snippets of the conversation? It builds credibility, promotes relationships and shares knowledge verbatim. Here’s a great short clip from a radio interview with Brian Solis, thought leader in social media marketing.
• Client Testimonials: My voice and animation is much more convincing than my typed word. Passion for a good product, service or company is best witnessed in-person, as shown in this National Premium video.

Remember: simple, short, smart

Simple: safest and best option. Your video need not be a formal presentation. Just the facts and a smile.

Short: There’s a ton of information available to us each minute. Many of us don’t even watch commercials of a 30-minute sitcom (thanks TiVo). Time is valuable – respect your audience and keep it brief.

Smart: What message do you want to convey? Say it, show it. Give relevant information. Throw in a good ‘WOW’ for your audience – they’ll keep coming back.

Videos give the audience a new perspective on your company. It’s an engagement through movement, sound, visual connection.

How can video bring your company to life?