Why Use Video, Anyway?
Why exactly do you want to use video? I can offer lots of general reasons why it's a good idea to use video for online marketing, but you need to figure out why it's a good idea for your business specifically.
Do you want to drive more visitors to your website through search engine optimization? Use video! Do you want to keep visitors browsing on your web site longer? Use video! Do you want to demonstrate your expertise? Use video!
There are a lot of great reasons to use video for online marketing. Determine your reason for using video, and you'll be prepared to create videos that help you reach your goals.
What Type of Video to Use?
Many businesses know that they want to use video, but they don't have an idea about what kind of video to use. For some businesses, a traditional commercial used on the web is perfect. Other businesses will benefit by using how to videos, which demonstrate a product or skill. Virtual tour videos are great when the physical space is an important selling point for the business, such as a restaurant, hotel or gym.
When deciding what type of video to use, it's helpful to look at businesses similar to your own and see how they use video. This can give you ideas to emulate, or inspiration for new ways to use video.
Who's the Audience for Your Videos?
Before you start to use video for online marketing, you should have an idea of who (ideally) your audience is. If you're trying for a broad audience, you may want to something fun that will hopefully go viral. If you're audience is professional, you may want to use videos that are more serious and communicate your expertise.
The audience for your videos will influence your choice of location, talent and subject. Remember, the point of using video is to communicate with your audience, so think about what they'll want to see before you begin production.
What Resources Will You Use for Your Video?
Producing web videos can be cheap and easy, or expensive and complex. If you are rich in money, time and people production will be a breeze. If, like most of us, your resources are thin, you'll need to keep that in mind when planning what type of video you want to use.
A low budget is not a barrier to entry in using web video, as a visit to YouTube shows. But if you have a low budget you'll want to use videos that are basic and straightforward. Virtual tours, how-tos and talking head interviews can all be produced with a minimal investment; videos with multiple locations and actors should not be attempted!