Video marketing is one of the most exciting venues to hit the Internet. This marketing strategy allows companies to reach unlimited number of prospects and offers multiple ways to build brand awareness. Videos can be serious, entertaining, or informative. But, to be effective they need to be professionally produced.
Before embarking into the world of video marketing it is wise to develop a strategic plan that encompasses every step required to reach the end result. There are several considerations to take into account when producing videos.
Consideration needs to be given to the subject matter. Producing online videos is similar to producing television shows. TV producers spend substantial time determining what viewers want to watch.
There are five primary categories that have proven to retain viewers’ attention. These include: entertainment and comedy, sports, reality shows, news and weather, and infomercials. Companies that focus on these categories improve their chance of keeping viewers’ attention.
The first step involves conducting market research to understand viewing habits of the demographic market. People access the Web using laptops, desktops, cell phones, and other handheld devices. Creating videos for mobile devices requires additional considerations to accommodate ease of viewing and bandwidth requirements.
A second consideration is how the marketing message will be delivered. Will it be a live demo presented by a human being or a slideshow presentation of the product line? While a point-and shoot camera might suffice for filming products, a high-definition camera might be better suited for filming live action videos.
You will also need to research video editing software. Computers often include basic editing programs which can be sufficient for slideshow films. More complex programs are required to edit larger portions of footage and insert captions or background music. Editing programs can be purchased online or through computer and photography stores.
The final consideration is audio software. It’s important to use noise-cancelling microphones when capturing live action shots. Audio software should be capable of editing out background noises that muffle advertising messages.
Once video production and editing is complete, marketing videos can be uploaded to various directories. Popular choices include: YouTube, Vimeo, Google Videos, Our Media, and Blip.TV.
It’s beneficial to research online video directories to determine which are frequented by the target market. It is pointless to submit marketing videos to directories that do not reach the demographic market interested in your products or services.
Those who find video marketing an intimidating process may find it helpful to enroll in a training course. Quality courses teach students all aspects of producing quality videos and offer recommendations for equipment that will streamline the process.
Another option is to hire an online marketing agency to develop videos on your behalf. Creating quality videos requires specialized skills. When it comes to marketing your business via the Internet it is best not to cut corners.
There is potential for millions of people to see your advertising video. If it is of poor quality, the campaign will fail and marketing dollars will be wasted. Not to mention, poorly produced videos could harm business reputations. Working with professionals experienced in video marketing can minimize risks for low-quality videos and improve potential for increasing profits
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