Ready for a Company Video?
The good news: producing a video today is affordable for small businesses. The bad news: any Tom, Dick or Harry can grab a camera and make one. (Fortunately, our Tom knows to seek help from professionals!)
Here are some of the lessons we’ve learned when producing videos for distributors and/or end buyers.
Write a Script. Whether you opt for a voiceover or turn the camera on yourself, hire a writer to prepare a script. Then read it out loud. What reads well on paper may be hard for listeners to follow or awkward for the presenter to say.
Content Matters. Strive to share information that isn’t on your website. Make it educational, fun, or dramatic -- just make sure you’re sharing new material. If music adds to the feeling you’re trying to convey, there’s plenty of affordable stock music to purchase. (Visit www.royaltyfreemusiclibrary.com and www.soundrangers.com.)
Use a Good Microphone. It will make a huge difference in the clarity of the audio.
Maximize Lighting Conditions. To avoid shadows, choose a setting with indirect lighting.
Limit the Length. Like you, your audience is maxed out – and distracted -- with projects, deadlines, responsibilities, etc. Make sure your video is no more than 2-3 minutes to keep buyers’ attention.
Practice, Practice, Practice. Remember the high school play and weeks of after-school rehearsals? How about tickling the ivories day after day? Unless you are a trained speaker/presenter/actor, you will need several run-throughs before filming to ensure sounding your best.
“If a company is planning on producing videos,” says Tom Riordan of Maple Ridge Farms, “my advice is to seriously consider hiring a professional rather than trying to make them yourself.”
Once your video is made, make sure it’s easy for buyers to find. Put it on social sharing sites, on your website, include a link to it in your personal email signature, and add a screen capture with a link to it in HTML emails.
Resources
There are also services for creating video-like online presentations using images and/or PowerPoint, voiceover and music. Options include www.brainshark.com and www.animoto.com.
Industry resources include:
CC Marketing and Communications - online presentations
Telephone: 866-467-9991
PromoCorner.com - videos
Telephone: 800-930-6952
