On-line Video Guide

Learn more about the benefits on-line video can bring your business. Produced for the IAB in September 2011.

Maybe this is the first time you have considered having a video produced professionally. You may have worked with other video production companies in the past. 

Either way, this guide, and each of the sections to the left of this page, have been designed to take you through each stage of our unique pre-production/ production/ post production/ on-line video marketing processes.

How Will On-line video Help Your Business?

Many small - medium sized businesses are hesitant to engage in on-line video and social media for two reasons:

 1. They are not yet seeing the direct benefit to sales.
 2. They are not quite sure where to begin.

So let’s address these valid concerns.

A great deal of entrepreneurs and small business owners are of a traditional mindset, and have a tendency to rely on the old-familiar marketing best practices—if it ain’t broke, don’t fix it. Even those that can see the power and potential of on-line video for businesses in general aren’t always sold on on-line video’s potential to make a positive impact on their own company.

While not an exhaustive list, here’s a look at a few motivations for any business owner or entrepreneur to make on-line video a part of the company’s overall marketing strategy:

Moving Pictures Evoke Emotions

On-line video is more likely to elicit an emotional response – one that is remembered and encourages a next step, often referred to as a call-to-action. After B2B sales, video is as close as we can get to our potential customers. You don’t need to invest thousands in this medium, which means the “ROI” is fairly easy. To gain credibility in the mind of your prospect, include interviews or testimony from staff or clients. Remember - “people buy from people”.

Your chances of appearing on a customer search (on Google or the #2 search engine, YouTube) are dramatically higher if you have video content on YouTube and other sites (versus loads of text on your company website). Search engine optimisation (SEO) is vital for on and offline businesses. Search engines are hungry for relevant video content.

Try Viral, But Go Beyond

A short, valuable video can travel among your customer base. While it helps if it’s funny and entertaining, content matters more than production.

Video Doesn’t Have To Be A Major Time Commitment

If you decide to commission a few videos and have them optimized for the search engines -you’re doing more than most. If you decide to create ongoing content that’s great – but certainly not a requirement. Just remember that the videos will do much better if there “seeded”. This is where many companies fail. If your content is valuable- it should not be overtly promotional- share your clips with a personal message to the bloggers and websites reaching your target audience.

“How to” themes

Recognizing the potential of online video for your business is easy. Taking the first step in commissioning a production company to create your content and market it on-line can be more difficult.

1. Show Your Personalities:this may include your sales staff, management team, MD or even the office cleaner! You may consider including past or current clients in your film- consider showing the success you have helped them go onto achieve.
2. Entertain Using Marketable Skills: Sometimes it’s better to show your creativity than to tell people about it.
3. Power of How: Increasingly we’re adding the words “how to” to our searches, and instructional videos (do-it-yourself) are a great way to inform and subtly promote.
We create videos for several small businesses for example instructional videos that teach skills related to the products or services they offer.
4. Engage Customers With Video Spokesperson: or someone considered to be an expert in your industry.
5. Encourage Customers to Make Videos: If you’ve got a place of business that lends itself to video, you’re in luck.

We can create videos based on your specifications

Don’t try being viral. Focus instead on creating value. If your content is useful to your target audience, it’s more likely to be shared “organically.”  Don’t spam people. Write a personalised note to them, and explain why your content might be valuable to their readers.

Videos intended to raise awareness need to be valuable, entertaining and short. Your “conversion” videos (appearing on your website) need to be credible and compelling. Furthermore - video can be used to enrich boring e-mails and newsletters.  What are you waiting for? Contact us today!

Every day more and more small business owners and entrepreneurs are turning to online video to find and engage new customers. The medium is more compelling, and more likely to foster a relationship with consumers than text alone.  Fortunately  technology has advanced to the point where it’s relatively inexpensive to produce or commission the production of an on-line video. All you have to do now is figure out who you want to speak to, what you want to say, and how you want to present it. 

Preparing your Brief

A video production brief is a 1-2 page document that outlines the messages you wish to convey in your video, and how it will be used by your organisation.  Check out our preparing your brief section here

Pre Production

The pre production process takes place after we’ve found out about your business and considered what, when, where,  why and how filming will take place.  At this stage, we will also discuss how you would like your production formated and promoted, if this is part of your requirement.

Video Production

Your video can be produced in many different formats; this could include shooting on HDV cameras, in High Definition, on film, or incorporating 2D or 3D animation.  The 'SD vs HD' page serves to clarify the meanings of these terms and the benefits of each option.

Video Marketing

Through working with our team of marketing experts, you will learn how to promote your videos on line using a multitude of measurement tools.  We will also ensure that you achieve an ongoing return on your investment after your marketing package has been implemented.  Pin pointing your target prospects and there locations is exactly what we specialise in.

Now how many video production companies can say that?

If there is anything that we have not covered please contact us directly to discuss it.

We literally live and breathe on-line video with a passion. Call now on 0203 086 7440