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So I now need to cover off the three top tips for video marketing to give you something to try.
1. Don’t make the same mistakes as one of our clients did last year. They spent way too much time, effort and money on the production of the video and forgot about the marketing. So, although the video looked great, they struggled to promote it effectively, Some of the most successful videos I’ve seen are known in the trade as “dirty videos”…. By that, I don’t mean what you think I mean either! All I mean are Smart Phone “selfies” where the camera isn’t being held steadily, and where the lighting isn’t necessarily great.
Even where the video isn’t scripted or edited too. The most important thing is the content, the delivery and the marketing. Everything else is secondary. We’ve seen some videos with very poor production but great levels of engagement. It all depends on what you're selling really, but all I'm saying is to focus 90% of your time on the content and the marketing, and only 10% on the production, unless you’re selling something visual of course.
2. Practice, practice, practice, or get an actor in! The first video I made for one of our sites was awful. I kept fluffing my lines, I looked very uptight, I used the same gestures all the way through. In short, it was very poor.
However, after I’d done around five or six, it all became much more fluid and looked far more natural. That said, I do know clients who are not at all happy starring in their own videos, so we’ve hired actors in the past to run voiceovers or to present the whole thing. Not an expensive thing to do, and if it lets you get on with the work you’re better at, then why not?!
3 . Start with video testimonials – We held a business lunch at the Institute of Directors last year where we asked ten clients if they wouldn’t mind turning up 30 minutes early to talk into a video camera about Hilite. (You can see an example of this by clicking on the video picture at the foot of our website at www.hilitedms.co.uk)
As we’d produced some great work for them over the years, they were more than happy to do this. We then edited them a little and embedded them in our web page called 'CLIENT FEEDBACK'. Not only did far more people view them than the written reviews, but the videos were hosted on YouTube so we picked up even more business from there too. What’s more, we used a wedding videographer rather than a “professional” and saved ourselves £2,000,
Here’s an example we've dumped on our site, which I know helped us pick up a client worth £20,000 in profit last year alone. CLICK HERE
There’s little doubt that videos will help you boost your business so why not give it a go? If you need my help, or advice, please drop me an e-mail to Mike@HiliteDMS.co.uk