Making Online Video Work For Your Business

Mary Fletcher Jones shooting video for a client

An entrepreneur wondered why her one YouTube video was not leading to an expected increase in sales for her boutique product.

It’s important to understand what online video can accomplish for your company.  First, expecting video to translate into sales is misunderstanding the intent and power of this medium. Video can’t change how you price, style, and distribute your product — factors that you can control that will impact sales.  And it can’t impact factors you can’t control, like the economy, or changes in taste and fashion.

Video CAN help establish your brand online, build trust in your company, and drive traffic to your web site. The benefits to your company are tangible and worthwhile, but are less directly connected to sales, in my opinion.

In this case, the business owner let someone else be the spokesperson for her handbags and the video appeared on another person’s channel.  If you pay for video about your business, own it!  Sponsored video works for very few clients.  The first step is to organize your presence on YouTube. Create your branded channel with your videos on it, exclusively.  Title and tag your videos to drive traffic to your site. Then tell me video doesn’t help your company!

Think about what messages you want your videos to convey about your company. Then create quality videos that tell the story of you, your company, and yourself.  Craft videos that will build trust in your company and your product.

Create a batch of videos upfront and release them on a regular basis. Don’t even attempt to create video without professional lighting, sound, and editing. It can be done less expensively than many business owners realize.

Ideas for videos that showcase your brand?  Tell people why your products are services are amazing, different, and special — but in an informative and relevant way (not a promotional, commercial way).  Interview your  customers or clients and let them tell their story in their own words. Showcase your employees and vendors. Reveal the history of your industry.  Talk about your pro bono or volunteer work. Have someone interview you about how this is your dream business.

Keep these videos under 5 minutes or less and strive for the best quality you can afford, and you should see positive results in most cases.

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on April 26, 2009, in YouTube Video Tips and tagged , . Bookmark the permalink. Leave a comment.

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