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11 ways to promote and explain your business with video

1. Create entertaining videos

Content marketing videos are a great way to position yourself as the industry leader. Create a series of videos about business topics that you are knowledgeable about. (Make sure that they are things that your target audience will be interested in too!) Offer some tips, tricks and advice that will stand you out as the go-to expert in your market.

2. Make professional looking videos

Do you attend a business meeting in stylish clothes? Do you use professionally branded business cards and other presentation material? Why should your videos look any less loved and cared for? These videos are ambassadors for your organisation, working hard 24/7 in a global marketplace. Treat them with respect. As a minimum your videos should have good camera composition, lighting and sound. Check your corporate brand guidelines for the correct use of logos, font, images and colours too. Shooting on green-screen lets you add a custom branded background in the editing. We provide a Mobile Green Screen Studio option in Sydney for many of our clients at UpsideDown.

3. Set-up a YouTube channel

Think of YouTube as your corporate branded TV channel. YouTube is the 2nd biggest search engine in the world, and is owned by Google, so spend some time on setting up your channel properly with your logo, branding and business description. Here’s a couple of other quick tips below about playlists and keyword;

(a) You can group your videos together into playlists to make them easier to find and share.
(b) Add strong keywords to your title and description to make them search engine friendly.
(c) Share your YouTube channel and video links on your website, social media and blogs.

Check out how we’ve set-up our YouTube channel for UpsideDownTV.

4. Embed videos on your website and landing pages

Every business should have videos on their website and landing pages to promote and explain their brand. You can also put different videos on each section of your website to showcase the range of products and services that you provide. Host your videos on YouTube or Vimeo (add free) and use the embed codes to showcase them on your website.

Case study videos and customer testimonials videos are very powerful ways to tell your story and provide social proof by letting your customers tell their story and recommend what they value most about your products and services.

According to Nielsen, 92% of people will trust a recommendation from their peers and 70% of people will trust a recommendation from someone they don’t even know.

5. Put it on Facebook – Facebook page – Direct embed. Facebook boosts. If you know your cost per sale then you can increase your ad spend to convert more leads into sales.

6. Instagram – square videos

7. Add video to your Linkedin profile

You can embed and upload video to your Linked in profile, posts and articles. You can also create Linkedin pages for company and services and add videos to your posts here as well. The potential to use video on Linked in is currently very under utilised by most companies and organisations so there is a big opportunity here to get ahead of your competition in this fast growing social media space. (See image below how I’ve embedded videos into the about section on my Linkedin profile).

8. Use video in your email signature, newsletter, direct mail, blogs

9. Show people on your phone, iPad or laptop.

10. Turn short videos into animated gifs. This only works for short videos without sound eg a video screen recording of an online process. Something visual (can include animated text) that will work well in a loop.

11. Solve people’s problems with your videos. As a general rule talk about the main business problems that you solve and how your service helps your customers achieve this. Don’t forget to put a call to action at the end of your videos. There’s no point in telling people that you can solve their problem if they don’t know where to find you.

If you would like help in creating professional on-brand videos for your organisation please email studio@upsidedown.com.au or visit www.upsidedown.com.au

Pro video vs DIY

Here’s something I hear a lot – it’s only for YouTube so quality doesn’t matter, people are used to watching poor quality videos on YouTube now anyway.

Yes, it’s true – for animals and kids caught in funniest home video style moments. If something is funny, unusual or interesting enough then people will generally put up with poor quality sound and a shaky camera to have a good laugh. Does this mean that we should represent ourselves and our business in this amateur way too? Of course not.

If you are a business and you want a video to represent your brand, then the video should:   a) be an enjoyable professional looking experience for your customers to watch;   b) have a clear and concise purpose and reason for being.

Professionalism, after all, is what we aim for in every area of business – from logo design through to all other levels of business marketing and customer & staff communications.

Video is one of the most powerful branding, marketing and communication tools available today. In some cases it is even better than being there in person because it can deliver a scripted, structured, emotional and targeted message – perfect every time, 24/7 and essentially for free via the internet.

But there is no such thing as a free lunch. You get what you pay for. At the end of the day you must invest either time or money to get worthwhile results.

Video production like any other trade is a skill that is learned over time. As a professional TV cameraman and editor for over 20 years, I am amazed by how much there still is to learn. If you have the time then I encourage you to immerse yourself in it – it’s an interesting and fun industry. If you don’t have the time to invest to get the job done right, then hire a professional.

This doesn’t mean you have to spend a lot of money to get a high quality production. Videos come in all shapes and sizes and production companies are generally pretty versatile in finding creative ways to suit most styles of filming, editing and budgets accordingly. We know our own limitations, too – for some elements like motion graphics, voice-over or music composition, for example, I turn to other experts from our team to work on these elements of the overall production if required.

If you need help in producing a custom branded video for your business, call Danny from UpsideDown Productions on +61 2 9411 4548.

How much does a professional web video cost to make?

There are many variables depending on the type of message, style and complexity of production that you are wanting to create.

Amazing images can be filmed on your iphone these days but their is so much more to the art of film making than simply pushing the record button to point and shoot.

You can save money of course by writing the basic script and presenting it to camera yourself. In some cases we recommend this as a good starting point, however most corporate videos also require a number of different setups, points of view, workplace cutaways, motion graphics, music, etc. In this case an experienced production company, that can oversee the entire production process from script to screen, will generally be invaluable – but these costs all need to be factored into the budget.

To keep costs down for many web videos we often work with a streamlined crew of just 2 video professionals who are versatile in the skills of directing, camera, lighting and sound. Sometimes however other specialist people and equipment are also needed, e.g. multi-camera or steadycam, make-up artists, autocue.

Don’t underestimate editing time, too – it often takes longer than you might expect. For every day of actual filming it can sometimes take 2 or more days to fine tune and complete the editing process. Motion graphics and animation (if required) can also have an impact on the overall time and budget.

As a general rule, web video is becoming more and more affordable due to advances in technology, but you still need experienced people to get the job done right. As a ball park guide you can expect to pay from around $900 per edited minute for short promotional style videos. Of course this changes for longer form projects and we will quote you an exact cost once we have your specific brief.

Video is probably the most effective on-line marketing tools available today. It rates extremely highly in Google. It can represent your on-line brand and personality as your virtual sales force 24/7. Video will increase your conversion rates dramatically if created with the right targeted messages and call to action in mind.

How much is it worth to have a professionally branded video on your website? Only you can put a true value on that. If you need help in producing a custom branded video for your business, call Danny from UpsideDown Productions on +61 2 9411 4548.