Following is a list of 5 ways that online video can help you to increase your business.
Today, online video has become as prevalent as text on the web was more than a decade ago and is now being used as an effective marketing tool for businesses small and large alike. In a recent article in the New York Times, Kermit Pattison highlighted the growing trend of businesses using video as a low-cost way to reach to sell their products, connect with customers for deeper conversations and communicate their brand. The barriers to creating and distributing professional-quality video have been eroded with the development of affordable content creation tools and the solutions available from online video platforms.
- SHOW YOUR PRODUCTS – Online video may be the best way to demonstrate a product. Customers can see the actual product and make purchasing decisions based on what they see rather than having to request a sample.
- CREATE A DESTINATION – Having an online video spokesperson in your video adds that human touch that no other marketing tool can duplicate, short of being there in person, and when you add that element to your company website you create a reason for customers to keep coming back. Your website can become your company channel full of useful information that connects with your customers and you’ll be seen not as pitching products, but as customer-friendly experts.
- USE ANALYTICS AND TOOLS – All video platforms, including: YouTube, Vimeo, Facebook, Blip.tv, and professional platforms like Brightcove, Ooyala or Kaltura, offer tools that allow you to measure the effect of your videos. The ability to measure video traffic beyond “views”-including audience dropoff, what sites and search terms are referring viewers, and audience geography-offers content publishers deeper insight into both the viewing habits of their audience and the extent of your video’s reach.
- BUILD A BRAND CHANNEL – One way to get the attention of customers is invite them to become your video producers — especially if they jump off cliffs, ski down steep powder ridges or do somersaults on BMX bikes.
- ADVERTISE WITH VIDEO – YouTube is the second-largest search engine after Google (which owns YouTube) and represents a huge audience of potential customers. It offers a dozen advertising options, including banner ads, promoted videos that appear on top and beside search results, and “preroll ads” that appear during other YouTube videos much like a conventional TV commercial. YouTube recently announced that it was displaying more than three billion ads per week.
- OFFER INSTRUCTION – Pictures are really worth a thousand words and video multiplies that equation with 30 pictures a second. Online video makes it easy to follow the adage “Show, don’t tell.” Many businesses have turned to video for instruction manuals and how-to guides.
In this video from OnlineVideo.net, Troy Dreier talks with Sorenson Media’s COO Eric Quanstrom about What Is an Online Video Platform? They discuss the basics of OVPs and the value that OVPs bring to small businesses. According to VidCompare, an Online Video Platform is: “typically a SaaS (software as a service) solution providing end-to-end tools to manage, publish and measure online video content for both on-demand and live delivery. Typical components of an OVPP include video hosting, encoding, custom players, syndication, analytics, as well as interactivity and monetization through a variety of online advertising options typically 3rd-party ad-servers/networks. Most OVPPs offer scalable product packages for both self-serve SMB publishers up to large media companies.”
- Larry Kless’ Weblog: Online Video Platform Summit: Defining Online Video Platforms
- Larry Kless’ Weblog: Choosing an Online Video Platform, A Case Study and Twitter Conversation with @JustinEdmead of TDot TV
- Streaming Media – Choosing an Online Video Platform
- Reel SEO – What to Consider when Shopping for an Online Video Platform
- Online Video Platform Summit Was A Good Show « Online Video and Video Providers – VidCompare
Veteran Internet marketer and video blogger Jim Kukral has produced a series of educational videos he calls the Online Video Toolkit, which he says is, “a free guide that will tell you everything you need to do to make high-quality web videos… without having to spend a fortune to get it done! The best part is… it’s totally free!” He covers all the bases for you to get your video blogging studio up and running on a shoe string budget, like choosing a camera, lighting tips, set design, indoor and outdoor shooting, editing, attire, audio and more. He’s used the Flip Video camera, but now
recommends that Kodak Zi8 HD pocket video camera for its external
In his recent email newsletter, Kukral shared how he has produced a series of videos using his brand new Kodak Zi8 HD pocket video camera and iMovie to promote his new book. His straight forward approach to the video production process can be applied to any business that wants to get involved in online video for Internet marketing, e-Commerce social networking or any application.
The following is republished with his permission:
“Today I made a bunch of videos to promote my new book with my brand new Kodak Zi8 camera. Want to see one of the videos? Here you go. http://www.youtube.com/watch?
“Pretty simple, yet somewhat complex. Here’s how I made this video.”
- Get a Kodak Zi8, link here: http://www.buytheflip.com $150 or so.
- Get a lavalier lapel mic. http://bit.ly/9qEuXW This is only $22.39 on Amazon now.
- Get a tripod. Preferably one that can adjust height.
- Find a room with windows that have blinds. Put the light to your back when filming. Adjust blinds to let in just enough light.
- You can also mess around with the lights in the room. The point is to get a good balance of light on the person being recorded.
- Mount the camera on the tripod. Plug the mic into the camera.
- Pull the mic and clip up inside your shirt/jacket/blouse so the cord can’t be seen. Clip it on.
- Hit record on the camera, go sit down. I taped my video in 1080p which is HD.
- Now, on my video, I’m pretending that there’s a person in the room with me interviewing me. There wasn’t. I picked a spot on the wall behind and off to the right of the camera and talked to it as if it were a person. That gives the video a nice look.
- I had 7 questions and answers prepared ahead of time. I would review each question briefly, then record an answer. Without stopping the recording. You can edit it apart later. Get through all your points.
- When done, I stood up and stopped the recording.
- I took the camera and plugged the USB into my Macbook Pro and copied the one large file to my hard drive. It will be big in HD.
- I opened iMovie and imported the video.
- I edited the part of the video I wanted and saved it.
- I then exported the movie in iMovie via Quicktime.
- That was it. I could have added a bunch of text or music or titles but I wanted to keep this one simple.
“Now, I know that looks like a lot of steps, and it was, kind of. But in reality, it was really cheap, and easy to do. There’s no reason you can’t do it yourself. Give it a go!”
Tue, Jul 20, 2010 at 8:45 PM