Video marketing continues to rise in popularity amongst businesses across a huge range of industries.
More and more marketers are trying to come up with engaging and entertaining ways to capture the attention of their customers, in both b2b and b2c markets. Due to video’s effectiveness when it comes to getting your message across, as well as the SEO boost it can give your website, you’ll likely be in the minority soon if your website doesn’t contain some kind of video.
Thanks to this popularity, as well as the drop in price of technology and equipment, businesses often try their hand at creating their own video in house. I’m sure many of you will have seen shaky, grainy corporate videos before, where the sound is crackly and the dingy office lighting makes it look a bit like a horror film. I’ve seen countless websites that feature a mobile video from the company’s MD introducing the business and then intensely staring into the lens for a few seconds at the end as they try to stop the video recording.
Despite what some people may believe, it’s not just about “having a video” on your website. It has to actually be done properly and professionally if prospective customers or clients are going to take you seriously. And this doesn’t just mean spending thousands of pounds on expensive camera equipment either, think about the knowledge that goes into framing a shot, lighting an interview, writing a natural and believable script, and that’s before you even get started on the video editing.
One of the key bits of feedback that we often receive from clients isn’t just the quality of the video, but instead about the support and the knowledge around it. It’s important to look at video in the same way you would fixing a car or mending a broken leg; if you don’t know how to do it, probably best to ask someone who does. Video production works best as a collaboration between the video production agency, as well the industry specialist (you and your business!). This is because you know everything about your business and your industry, but not necessarily how to bring this across on camera, or what the best way to get some information across is.
This is where the production company come in. It might come as a surprise, but the chances are that they’ll have done this before! A production company will know the best way to connect with the audience, how to get an essential piece of information across, or even what pattern might look best for your shirt when on camera. Your website is often the first point of contact for prospective customers, so if they see that you’ve taken the time to produce a really effective and professional piece of video, their chances of buying from you increase hugely. It’s important to remember how it comes across to a customer. If they see that you haven’t cared with your own digital marketing, then what’s to say you’ll care when it comes to working with them?
Although it may sound like it, this is not to say that self-made video doesn’t have its place. You’ll have seen that social media platforms such as LinkedIn are often full of quick and simple selfie videos or video updates on what a business is up to and I’m not saying this isn’t effective. Social video like this often isn’t expected to be slick and professional, so it’s a bit easier to get away with it and these channels. But remember that if you were looking at someone’s website for the first time and thinking of giving them your money, what would you like to see?
For more info on how RAW Pictures can help you create your new video marketing strategy then get in touch.