Though producing online video has never been easier, many entrepreneurs and integrated marketers still haven’t taken the plunge. Some want to better understand sales benefits and ROI. Others kinda-sorta-maybe see video’s payback potential, but aren’t sure about tactics or techniques.
Author and career marketer, Kevin Nalty–one of YouTube’s most viewed and prolific content creators–acknowledges these concerns, but adds there are lots of reasons to start producing videos, right now.
“Taking the first steps toward creating and marketing video can be difficult,” admits Nalty. “But in the past five years, the barriers to entry have plummeted. You don’t need a lot of money or time, or a professional production team…and the ROI is fairly easy [to attain].”
Still unsure?
MarketingTango’s previous helpful hints and staggering stats, combined with advice below, from Nalty’s “Online Video 101 for Small Business” white paper, will equip (and hopefully convince) you to start producing effective online video.
Pinch Pennies
Skip the pricey gear and pick up a $200 HD camera, a couple of small hardware store lights and some cheap editing software. Voila! Your favorite laptop is now a powerful, portable production bay.
Showcase Staff
People buy from people. Feature reps and subject-matter experts who can effectively present your information. Encourage them to be themselves and let their personalities and expertise shine through.
Help ‘em With How-To’s
Video is visceral. It evokes emotion and compels behavior. If you want to establish trust (the core emotion that drives every sale), create some “How To” videos that educate customers, answer their questions or teach them essential skills related to your products or services.
Collect and Curate
“Don’t always assume you need to create the videos,” cautions Nalty. There’s lots of great content on the internet that’s relevant and valuable to your customers. Aggregating it into a YouTube playlist and embedding it into your website or blog is another way to add value with video. Nalty’s free eBook expands upon these and plenty of other tips.
