Why The Show Must Go Online: The Power of Internet Videos
The content of online video services such as YouTube is making
the switch from being merely entertaining to being highly
informative, and Corporate America is paying attention (and so
A recent New York Times report said even dental offices are using
Internet video sites to demonstrate root canals (not for the
squeamish!) and other procedures.
More people are turning to online videos for technical
information and demonstrations of products or services.According
to YouTube, the increase in instructional online videos is
growing fast, and growing globally.
Your business, too, can profit from creating short videos for
your Web site and free Internet video sites. The technology has
developed to the point that most cities boast an array of online
video services that can quickly turn out a professional video for
you to boost your online marketing reach.
Here are six smart tips to use the power of online video:
Six Smart Tips to Make Online Video Grow Your Profits
1. Think 'Show & Tell.'
The power of online video is that you can show your audience how
your product or service works, while telling them how it works
and why. You've heard the phrase, 'explain it to my like I'm a
six-year-old?' That's your cue to keep your "show & tell" online
video short and to the point. If your business offers 20 services
or 100 products, pick one as your focus. You want to keep your
video short, snappy and tightly focused. But end every online
video by telling viewers they can find more information at your
Web site. Then post your Web site address in an overlay, say it
out loud, and repeat. Visit www.patientkeeper.com for how online
videos can be used to create client testimonials. Even
environmentalists praise the informative nature of online videos
posted on energy and the environment at www.shell.com. Visit
www.businessweek.com to click on video updates of market reports
for how to relay what you know by way of ongoing online video
2. Think the 5 W's.
As in: who, what, when, where and why. Your video should answer
these questions. Who are you? What do you offer in terms of a
service or product? When should your viewers pay attention? (Your
answer should be right now or always!). Where is your product or
service available? Why is it smart to use your product or
service? Your answers will form the basis for your script. Then
add the visuals of "how" your product or services works. If your
information is useful and easy to understand, viewers will urge
others to view your video. Visit www.kingfishmedia.com for an
example of how you can be the executive who stars in your own
how-to video. Visit www.brightcove.com to view online 'case
study' videos featuring how DuPont, Dow Jones and others have
created their online video presence. In fact, visit the consumer
section at www.dupont.com for samples of easy-to-digest how-to
videos from this corporate giant.
3. Do Your Homework.
Go online and investigate what similar businesses are doing in
terms of online video, and learn from smart ideas and bad
mistakes. Video online services post the most viewed videos, so
visit a few to plan your video's focus from two vantages: how to
attract general interest and how to go deeper to attract specific
interest in your field. Here are a few free sites to visit (and
consider when deciding where to post your online video at no
cost): www.myspace.com, www.youtube.com, http://video.yahoo.com,
http://video.google.com, www.crushedplanet.com, www.veoh.com.
4. Go Professional.
The technology has become too advanced, and viewers are demanding
ever more sophisticated fare. So don't think homemade video. Hire
a professional to tape your video, and rely on their judgment as
to whether to use you, other staff members, certain customers or
actors. You don't want to risk the backlash that comes from poor
video quality. Before you hire, ask for samples of online videos
and also for references. To find a professional production
company, visit local online telephone directories or consult your
local chamber of commerce. Or visit these sites, which contain
national/international production company directories:
www.mandy.com, www.visualnet.com or www.icommag.com. [Editor's note: I think
under certain circumstances there is still a place in marketing for the amateur video, if it's clever and direct enough.]
5. Create Buzz.
Once you're satisfied with your online video, immediately begin
creating the "buzz" that will attract viewers. Use your Web site
and newsletters to announce your new online video. Send a news
release to the local media. E-mail friends, colleagues and others
in your industry and invite them to take a look. The more your
online video is visited, the more traffic you will generate from
others who want to know what everyone else is looking at. This is
what leads to more customers for your product or service. One Web
site that has been cited as a one-stop-shopping example of how to
cross-promote online how-to or overview videos, along with your
online blogs, newsletters and other services, is:
www.smartsheet.com. Visit this site for ideas.
6. Play it Again.
c 2007 Ruth Klein
Marketing Strategist & Productivity Coach Ruth Klein publishes the 'Ruth Klein Report' bi-monthly with 10,000+ valued subscribers. For more information, visit www.ruthklein.com.