Spindrift Marketing Q&A with Video Production and Industry Expert, Geoff Anderson.
Ever wondered if video marketing is really worth it ? Read this article to see why the benefits of video marketing for business far outweigh any effort that’s involved. Done well, a business video can increase your business’s brand recognition and reach. As well as help to establish expertise, improve website conversions and gain more customers or clients.
Video has been around for a while, and video marketing is nothing new. However, the accessibility of video marketing to SME’s, is relatively new. Most businesses recognise that video is an effective visual marketing tool and content channel, to capture attention, maintain engagement, build relationships and get viewers to act. However many businesses that we speak with are put off by the perceived high costs involved in producing a quality video, as well as questioning the ROI of video for their business.
We recently spent time with Geoff Anderson, award winning video producer and author and put a few pertinent questions to him to gain his insights on how businesses can best use video as a marketing tool. A bit of background on Geoff.
Geoff has been producing impressive corporate videos for almost 30 years, he has produced thousands of corporate videos since the early 1990’s. Geoff has a passion for telling stories through video. He is an award-winning Video Producer, 2 x times Best Selling Author, Keynote Presenter and owner of Sonic Sight.
What are your three top tips for businesses to create an engaging and watched video?
Attention is the most valuable community online. Get to the point as quickly as you can. Show your logo and branding at the end or in graphics along the way. The viewer wants to be informed or have their problem solved. So keep trimming back your script until you can engage your audience as quickly as possible.
Always know your purpose.
Videos can be expensive. And they cost even more if they are not thought through. Knowing what you can do yourself and when you need a professional and being clear about what you are trying to achieve are key to ensuring you maximise your ROI. Also remember to put the needs of your viewer first. Often businesses will want to promote their business by focusing on what they do and how they do it. To ensure your video gets great engagement the focus should be on what the viewer wants to know such as, how your product or service is going to help them. If you get this right in your video, you are halfway there.
3. Have next steps in place.
If you want viewers to download something, sign up for something, register for an event or make a call then make sure you have the relevant resources in place, tested and ready to go. Don’t damage your brand by not being able to fulfil the promise you have offered on video.
What are the main mistakes to avoid?
Poor quality videos.
It’s never been easier to create videos and it’s never been easier to create poor quality videos. Dodgy videos affect your brand and reputation. Some of the key problems that can occur are poor quality sound, poor quality framing and unsteady or wobbly camera work. Simply produced videos shot on a phone can be effective but be careful that they don’t have any of the problems I’ve just mentioned. These mistakes will lead to viewers to disregard your video and more seriously they could tarnish your brand.
How can businesses best get their videos watched?
Once you have invested in a video for your business and it looks great, tells the message you want to deliver, it’s engaging to your target audience and you are ready to respond when people engage – the key question is how do I make sure it gets viewed? A few of my recommendations are:
Host it on YouTube.
YouTube is the second most popular search engine in the word. YouTube videos are watchable on every device and can be commented on. This is the first step to getting your video out to the marketplace.
Host it on Vimeo.
Most organisations use either YouTube or Vimeo as their video platforms. Both platforms have benefits and have plenty of features that make them appealing. You can use both platforms, so long as you can manage your content. Using both platforms gives your video more ways to be found.
Include the video in your email signature.
Add the URL link from YouTube and/or Vimeo into your email signature. Then every time you send an email a link to your video goes with it. Even better, create a graphic thumbnail; with a video play button on it and embed the link to the image. People are more likely to click the image if they think a video will play.
Embed the video on your website.
This is the most common strategy that businesses utilise to distribute their videos. However my biggest tip would be to make sure that your video is easy to find on your website. Be bold, proud and post it somewhere prominent i.e., the top of your home page.
Upload to Facebook, LinkedIn, Instagram.
LinkedIn and other social media platforms have all embraced video and are ideal locations for your videos to be seen. The best practice is to upload the native .mp4 file rather than provide a link to YouTube or Vimeo. You can showcase your expertise and experience via your video to peers, customers and prospective customers and the more views you attain the more momentum is built around your video.
Repeat, repeat, repeat.
Once you have shared your video don’t be fooled into thinking that your job is done! The chances are people won’t see it the first time or even the second time. Maybe they’ll see it the third time but won’t have time to watch it. Don’t be afraid to keep sharing your video.
How can businesses maximise ROI by re-purposing their video’s?
Once you have the video you can extract audio from the production. This makes the content more relevant for people who like to consume information when they are away from their desks. It allows content to be opened to a new audience and for people to re-listen to content they have watched previously.
Podcasts are fast becoming an important content channel for businesses to reach their target audiences. Using the audio from your video content to create podcasts and vice versa helps to get content out there in a way that suits your audience.
Often interesting interviews have to be cut right back into a short 60-90 second video. Making the entire interview available as an audio file is a great way to leverage your content. In this way the short video acts as teaser for the longer form content.
Once you have edited your video or tidied up your full interview it is simply a case exporting the audio from the video sequence to create your MP3. This can then be distributed via podcast platforms like iTunes, Google Podcast, Stitcher or just uploaded to Soundcloud.
Social Media Posts.
Businesses can create short summaries of key points covered in a video and post them to LinkedIn and Facebook. These can link back to a blog, audio version or the original video.
Create New Videos.
As businesses build a library of footage from video productions, they can re-use scenes and create new stories and versions of videos to meet their changing needs. This may require a new voice over, music track and/or text on the screen but with a relatively small investment businesses can create a diverse amount of video content that can be re-purposed and used for different audiences. Make sure you make a habit of always backing up your video footage.
How can businesses contact you if they want help with their video productions?
To connect with Geoff Anderson, Director of Sonic Sight:
- Website: sonicsight.com.au
- Phone: (02) 98881110
- Email: firstname.lastname@example.org
If you are interested in reading Geoff’s books, the titles are:
- Shoot Me Now – making videos to boost business” by Geoff Anderson.
- “Watch Me Now – leveraging videos to maximise your return on investment” by Geoff Anderson.
These books are available through Amazon, Booktopia, Angus and Robertson or you can purchase a personalised signed copy via Geoff’s website www.geoffanderson.com.au/books
Author: Kim MacDonald, Principal of Spindrift Marketing, a Sydney based marketing consultancy. Spindrift Marketing helps businesses thrive by creating outcome focused marketing and content plans as well as providing implementation packages to suit any business budget. Our experienced marketing consultants have helped many businesses realise their business goals by getting better outcomes from their marketing, brand management, content creation and business development plans and initiatives.HOW CAN SPINDRIFT MARKETING HELP YOUR BUSINESS?
Kim MacDonald is a marketing, brand and business development specialist with over 20 years experience working for multinational organisations, across a range of industries in both Australia and the UK. She has also founded, launched and managed two successful SME businesses.