Video marketing is a strategy that every small business owner should consider. Not only is it the most impactful and engaging form of marketing, if done properly, it can increase brand recognition and sales.
In today’s digital world, businesses can produce a single video for a multitude of platforms, including TV, websites, social media, and YouTube..
Depending on your audience, most consumers would rather watch an informative video about your company than scroll down a long page of text. Right now, digital video advertising is a top marketing trend with no signs of stopping.
If you are thinking about creating a video for your business, the following tips will help you get the job done right.
How to Make an Effective Video Ad
1. Know Your Audience
Whether you are producing a video for a TV ad or for the internet, it is important to know what type of video will appeal to your prospects. A video produced for children would not necessarily appeal to adults and visa versa. While an animated video may get the attention of children or millennials, adults 50 and older are more likely to respond to a slice of life video.
2. Make the First Few Seconds Count
The beginning of your video is critical and should grab your audience’s attention right away. For example: You could lead with a common problem and let your listeners know you have the solution. Another option to consider is to use a unique sound or unexpected visual element. Remember, whatever you decide, the first few seconds should engage the viewer to watch to the end.
3. Use a Script
Not everybody can ad-lib successfully in front of a video camera. Even the pros like Oprah and Flo, the fictional character in the Progressive ads rely on scripts. It’s essential to have well-written content in any format, but it is especially important when it comes to video. Along with the verbal content, be sure to include all visuals and sound effects in your script.
4. Make Your Message Clear
Let viewers know why they should choose your brand over your competitors. For example, you may want to share your track record for success, customer testimonials, or offer a discount to new customers. Avoid the temptation to cram too much information in a thirty second video. Stick to one or two main points. If you are doing a longer corporate video, break the “content” into sections much like you would a newsletter or book. It is easier for consumers to digest the information.
5. Time Your Script
Before you shoot a single frame of video, make sure you time the length of your script. Reading it out loud will help you get the most accurate timing. A majority of the TV ads and online videos are 30 seconds or less. Keep this optimal length in mind as you create your video script.
If you are using videos to position your brand, a longer video may be necessary and can be effective. Either way, it’s critical to eliminate unnecessary content so the announcer or on-camera personality can read the script at a comfortable pace.
6. Tell Viewers Why
Your video should tell viewers why your products or services are “the right choice”? Whether it’s quality, value, expert advice, the latest technology, or a superior warranty, you need to give viewers a reason to do business with you.
7. Create A Call To Action
Every advertisement should include a call to action (CTA). This should encourage your prospect to take some sort of action. The CTA can either be filmed, or added through graphics and text.
If you are producing a TV ad, the call to action (at the very least) should appear at the end of the video. Be sure to include your website address if your business is regional or national. You might want to use your phone number instead, if your primary business is local.
Keep these tips in mind as you plan and create your online videos. Whether your goal is to increase sales or brand recognition, you’ll find video marketing to be an effective strategy.
In my next blog, I will share with you tips for structuring a video. You don’t want to miss it.
Should you have questions or need help now with a video, contact me at Schoner Communications for a free consultation. I'd be happy to help you..