10 Things I Know About ... Promotional videos
Matt Volpini
10. Embed your video on your website.
Along with making it easy for your website's visitors to watch your video, embedding it on your site makes it more likely that the site will appear in search results, rather than just the YouTube or Vimeo page it's hosted on.
9. Stick to your brand.
Make sure your video matches your company's branding, both visually and stylistically.
8. Don't aim for 'viral.'
Viral videos happen almost completely by chance. Don't waste your time trying to create something that will “go viral.”
7. Hire professionals.
Even though the technology to create your own videos is cheaper, it's very easy to tell the difference between a professional and an amateur video. A poorly made video can do more harm than good.
6. Do your research.
Before hiring someone, check out their past work to make sure they're capable of creating what you're looking for.
5. Make a proper investment.
Don't try to spend as little as possible. Think of your video as an investment: The more you spend, the more you'll get out of it.
4. Make it personal.
Putting yourself or your employees in your video lets your customers get to know you better, creating a deeper connection.
3. Know your message.
Before creating your video, pin down the ideas you want it to convey so that when you're creating the video, you can focus on making sure that message comes across.
2. Know your audience.
Knowing your audience, whether it be potential customers, business partners or others, will allow you to create content to target them effectively.
1. Tell a story.
Telling a compelling story will not only make your video more interesting for your target audience, it will get your message across more effectively and create a deeper relationship with your customers.
Matt Volpini is manager of video/multimedia services for New England Business Media, the parent company of the Worcester Business Journal.
WBJ Web Partners
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