8 Things You Must Know before Making a Business Video

You’ve probably heard a lot of people (including us) saying you should really be including videos in your business marketing arsenal.

Check out our previous blog post Is Your Business Onboard The Video Bandwagon?

We have received many emails asking “but how?” so we thought we’d better share some tips on how to create your very first video.

1. Before Filming

Identify your target audience, and create the video with them in mind so that your message will better resonate.

  • Tip: We like to give our ideal customers a persona with a kooky name and personality, for example, ‘Barry The Boss’, ‘Megan The Mum’, or even Wally The Winemaker’. Then we write our message just for them! It’s easier to imagine the camera is someone and not just a dark lens.

Identify the motive of your video: What are you trying to achieve from this video? Sell a new product? Instil buyer confidence?

Identify what you want to get out of the video: Educate? Inform? Promote an event? Advise on an upcoming sale? Or invite them to activate a call to action?

Ideally, you should aim to build better relationships with your audience.

Whats your message?

2. Writing a Script

Tell your audience what you can do for them. Convince them, and if necessary use stats to back up your claims.

It’s best to not write the script word for word, as you’ll be tempted to read it as such. Using dot points will make you sound more natural and confident.

  • Tip: Practice as many times as you can (yes, even in front of the mirror, or cat). It really does make a difference.

3. Filming

Use a digital camera if you have one, but a laptop with a camera or your smartphone will work just as well.

Using a tripod will ensure steady and professional shots.

A window will generally provide you with excellent lighting. You can also use artificial lighting to your advantage.

YouTube user Carrie Green shows in this video how lighting can affect your video below. Youtube and bad lighting

Presently, under normal ceiling lights, Carrie looks like a beetroot.

Youtube lighting good

But after some artificial lighting – Wow! She’s now ready to sell toothpaste.

Watch Carrie’s helpful video here.

Also, it’s important to note that bad audio will detract from your message. Although smartphones have decent sound quality, it is still worth investing in a lapel microphone (which start at around $30).

4. Set Your Scene

Film in a setting that reflects your business. If you’re an accountancy firm, think clean and minimal. If you’re in the business of dog walking, you might film outdoors (with a pooch in tow!)

Similarly, you want to dress for the occasion. Think Steve Jobs and his iconic turtleneck at all Apple conferences, or Hilary Clinton and her pantsuits.

Remember though, you want your audience to feel relaxed and engaged when watching your video – not at a formal job interview.

De-clutter! Your audience will be able to see anything that the camera sees. That means clearing the lunch crumbs and trash magazines from your desk.

5. While Filming

Be sure to sound enthusiastic! Remember that you are selling your message and brand here and that no one wants to buy from someone who isn’t excited by their own product.

If you’re feeling nervous, imagine that you’re talking to a mate – or focus on your character ideal customer persona. Your tone will sound more friendly and casual – things your audience will respond to.

Keep your message short and to the point, because – let’s admit it – you’re also guilty of exiting a video after the first minute.

6. Live Streaming

Have you heard all the buzz around Meerkat and Periscope?

Well, these awesome apps enable users to use their smartphones to live stream their marketing messages, then download them as video files to share out later!

How To Use Periscope For Your Business

7. Editing

Presumably, you had fifty outtakes while shooting. Or you nailed that one sentence but messed up the one that came after. Never fear! Editing is here!

Your laptop should come with a simple video-editing program. If not, you can download one online. Use this to cut mistakes, order scenes and tweak volume levels.

You can also create a little intro/outro that will help establish your brand and make your video look that much more professional. There are free and paid apps online for this, such as EditorsDepot and IntroMaker.

  • Tip: You don’t need all the bells and whistles if your content is great! Focus more on what you’re saying and sharing, than tricked-up effects.

8. Publishing

Publish your video on a platform like YouTube for maximum viewership. Make sure to write a succinct title and description, and include important SEO keywords so that people can find your video easier online.

Use ‘tags’ to further draw attention to your video. If you’re advertising your dog walking services, your tags could be dog, dog walking services, poodle, rottweiler, puppy playgroup. Don’t forget to use local tags to like #Adelaide and #SouthAustralia.

Make sure you include your business information in your description, even if it already appears in your video.

YouTube allows you to easily embed videos on your website, and share them via social media for further exposure. You can use the site’s in-video links to link to related sites, as well as gain a subscriber following.

  • Tip: To get some extra help from Facebook, seriously consider uploading the original video to Facebook (not just a YouTube link) – Facebook will love you for it! Then promote on Twitter, Google+, Linkedin, Instagram, Pinterest and any other social channels you are using.

That’s it! You’re on your way!

Now it’s time to start reaping the rewards of your first business video.

Thank us later!

Want to see some we’ve made? Click here.