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Video Marketing - How to Decide If Video is Right For You

By norman | December 5, 2009

You may think you want a video for training or for a trade show or for your Web site, but is that really the best use of your marketing dollars? It is important to consider objective, message, audience, viewing environment and end-usage when deciding if video is right for you — because a video is successful in helping you reach your communication goals ONLY when you know what those goals are.

When used professionally online video distribution can be a great tool. If you create a video on your business, product, or service then you can reach millions of potential customers and increase sales. But perhaps the best aspect of this new form of advertising is that it is usually free of cost.

The cost of advertising on TV is generally prohibitive to all but the largest companies that have big budgets. Web based marketing allows a business of any size to compete on the same terms. It is often the case that a small company can hire a producer with great skills to make a video for a cheap price. It is impossible to find another form of marketing that can compare.

Once the overall objectives have been determined, what message do you want to communicate? For example, if your objective is to attract good employees, then you may want to communicate that your company has a family-friendly culture, or that there are many paths to career advancement at your firm.

Who will see the video? Your target audience will influence how you deliver your message including who appears in your video, the language they use, the pace of the action and the graphical style.

When, where and how the video will be viewed also affect how it should be produced. A video that will be viewed as a continuous-loop big screen image above a trade show booth, visible from anywhere in a busy exhibit area may silently project brand images, product information and applications, thus making effective messaging, text and graphics critical. Alternatively, an online video delivering the same message must be produced with the knowledge that it is probably being viewed by an individual in an office or home environment as they are quickly searching for relevant information. So it will be shorter, with appropriate images, sound and verbiage to attract and hold attention on the Web.

Do you plan to use the video in multiple ways? This is something else that needs to be decided up front. With proper planning, you can maximize your budget by creating different versions for your Web site, e-mail campaigns, landing pages, paid ads and trade shows, and by producing a “How To,” “Safety,” “Orientation,” or “FAQ” video, all utilizing the same footage.

The number of visitors you receive will vary depending upon a host of factors, the most important being the sites on which your video is on. Metacafe and YouTube are now the most popular. Also, you need to ask yourself what kind of videos you would watch. If it is uninteresting and long then people will soon switch it off. As there are millions of videos online yours needs to be fresh and exciting. Don’t make it too promotional. You can take some ideas from videos that are the most popular today

Resource Author Francisco Rodriguez Higueras
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Topics: Digital Video Tips |

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