There are so many things to love about video. It’s immediate, impactfull and search engines love it. The main reason for that is that good videos hold attention. They keep your customer or your browser on your website for longer, which not only gives you an amazing opportunity to create a relationship, it helps to move you up the rankings to a premier position.
And that has to be good for your profile.
However, before you jump into the world of video, you need to make sure:
- Your on-camera performance reflects how you wish to be seen
- Your video is classy, well produced and well targeted
- The content is valuable and engaging enough to keep people watching.
The most important thing to consider is content!
Don’t even think about making a video presentation, until you’ve made some decisions about what the content will be.
First up, ask yourself these questions.
• Why do you want to make video?
• Who is going to see it?
• What are they looking for?
• What kind of video are you going to deliver?
1. First up, Why Video?
I’ve heard it said so often lately. “Everyone’s using video. We want to as well. So let’s do it. We’re just going to make a video and put it out there.”
But before you spend time and money on something as important as video, you need to think really carefully about why. Is it to tell the company story, or your personal story? Is it about the company guarantee or promise? Is it a video selling your products or service or are you making instructional or tutorial videos?
There are many different reasons for video and just as many ways to structure the style and content, but one of the most important considerations is the next point.
2. Who Is The Video For?
Exactly! Who is going to see it? If you’re in business, you’ll know who your perfect customer is. If you don’t, then you’ll need to work it out. If you don’t know how to do that, I have an easy set of guidelines to help you do just that. It’s soooo important that you know your perfect customer, because the videos you make need to be made with that customer or client in mind.
So you’ll need to create a video that engages that person. Don’t be general about how you can give them what they’re looking for. Be specific. If you know who they are and what they’re looking for, it becomes so much easier to answer a question they may have or offer them a solution to a problem you know they may be having.
3. What do they Want?
Understanding what your customer is looking for is the most crucial element in targeting video content. They’ll be searching for a reason. They’ll have questions, like, “Is what I want here?”
The content of the video needs to answer the questions they’ll be asking.
The other thing they’ll be looking for is an answer to this question.
“Why would I choose this person above others?” “Why would I not choose them?”
In so many ways you must endeavour to second guess them. This is going to be a lot easier when you know what your customer’s needs or problems are.
Using a video message to solve those problems is a winning strategy. You need to create a video that speaks directly to them, keeps them engaged and convinces them that you’re the person they’re looking for.
4. What kind of Video?
I’m often amazed at how many online videos are really badly put together. The production standard is amateurish, the sound quality is abysmal and the performance to camera??? Well, sometimes I need to ask, “What were they thinking?”
It’s true that today’s technology allows us to record a video on our phone, or just dash something off really quickly from our computer. Or even recorded with a hand held video recorder. This type of raw video can be successful; and in the right application, for the right reason, this can be rather funky, but it, too, needs to be done with a plan in mind.
So, you need to ask yourself this question. Is the video I’m making presenting me as I want to be seen by clients or potential clients?
A poorly executed video can actually do damage to the solid business and reputation you’re building.
So, don’t even attempt to make a video unless it marries beautifully with the look, feel, concept and tenor of your company or business.
Make sure you’re really clear about where it will appear on your website and how it will look on the page.
That’s what we do at face2faceidentity.com.au. We spend time with you, crafting and styling your video content, so that your performance is engaging and your message is clear.
We can also help you strategise the video content for your business, whether it’s a face2face message, an interview, a series of company or sales videos, or something completely left-of-centre.
FREE Video Presentation Training
If you do want to raise your online profile and build your video presentation skills, get some great tips and techniques by signing up for my 5 FREE training videos. Just click this link leave me your name and email address and they’ll be sent to your inbox every day for the following 5 days.
Over the Christmas/New Year break give video some thought. Imagine how you could use it to lift your profile, get your message out and get people talking. And if you need some help with strategising, performance coaching, script writing or production, drop me a line.