Online Video Chalk Talk: Start Simple

DCSocialMedia’s Online Video Chalk Talk is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Your audience doesn’t expect Steven Spielberg. Why should you?

Many clients fret over how they, and their organizations, will come across on video.  Understandable, but only to the point that it doesn’t become a choke point for moving forward with production.  Concerns about broadcast quality lighting, scripting, editing and other production values override the most important consideration:  Getting started with something simple.

Choose a topic of interest to your audience, put your smart people (the faces of the company) in front of the camera and let them run with it.  Certainly, more sophisticated, professional marketing will eventually be needed.  But the relentless pursuit of perfection may stall your efforts to immediately begin engaging customers, members and prospects.  And since they seek meaningful, useful information, give it to them.

Before they find another company that gives them their fix.

Online Video Chalk Talk: Invite A Partner To “Sponsor” Your Video

DCOnlineVideo’s “Chalk Talk” is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Elevate your video’s credibility by teaming up with a partner!

Working with a technology, marketing or other partner who you trust, utilize and want to cross-promote? Invite the partner to sponsor your online video library with a graphic, link, or 3-second pre-roll embedded into your online video clips.

Creating a billboard with the partner’s logo is a snap. Drop on the text “Brought to you by” and you’ll be all set to elevate your company’s online video professionalism. Why? If you only use your own company’s logo, the inherent appearance of self-promotion has the potential to reduce the video’s credibility.

By instead cross-promoting a partner, you not only increase the validity of the video, the tactic will showcase that yours is a company that is mature and well-connected.

(One caution: Make sure to obtain written approval prior from the partner prior to taking this step. Some are highly sensitive about how/when/where their logos and brand are seen!)

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Image Courtesy Markertek.com

How YouTube Is Vanishing Scripted Videos

Unless you’re, say, the leader of the free world who — with one unscripted comment — can cause a sell off on Wall St. or disrupt a long-burgeoning relationship with a key ally, I am not a big fan of teleprompters, or the use of a script for online video presentations.

Sure, there are exceptions; for example, when a company is in crisis communication mode and needs to directly address consumers, shareholders, or regulators with a very specific message (often reviewed/approved by lawyers).

But, in most cases, scripted video will turn off viewers rather than engage them, (the primary objective of  social media marketing).

Here are 3-reasons why:

  1. Because you’re not a blood relative of Anderson Cooper or Savannah Gutherie, it will be obvious to your audience that you are reading a script.  This quickly conveys “paid-advertisement” which takes away from the credibility and trust you want to establish.  Instead, scribble out a few queue cards (set in logical progression) of the key things you want to say and speak off the cuff as you would during a public speaking engagement.
  2. Scripted video mutes your personality and passion − the very things your viewers evaluate when making buying decisions, especially when selecting service providers.  Subconsciously or not, they are judging your smarts, likeability and reliability, all of which are difficult to convey when reading a script.
  3. Unscripted video is now the dominant standard online −and website visitors expect to see it.  You can thank YouTube for this as amateur, cellphone, Skype and webcam videos are the most consumed, i.e. watched, video clips.

Remember, people won’t follow websites. They follow people, so the more human you are, the more natural and “real” you represent your company or firm, the faster your organization will develop a loyal following and listen to what you have to say!

Online Video Chalk Talk: Make It Easy To Find!

DCSocialMedia’s Online Video Chalk Talk is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Nobody can watch it if they can’t find it!

With thousands of videos being published every day, you can increase the likelihood a customer, member or prospect will discover ─ and watch ─ your video by tagging it with meta-data.

It’s the same thing that happens when you publish a blog post, webpage, or SEO news release.  Video can be categorized and tagged with titles, descriptions, and keywords that match up with the search terms that a viewer types into Google or other search engines.  So embed the video description and metadata with the same keywords you use for the rest of your website content.

Categories are essential, too! As your library expands, categories are the twine that show “related” content, keeping visitors engaged for longer-periods of time; plus, they make your growing video archive more easily searchable.