3 Videos Every Business Should Have: Case Study, Video Blog, Product Demo

Video is a powerful way to share information and create buzz and vibrancy around your product or services. The challenge in creating video is that it takes a bit more than a simple blog post. With a blog post you can sit down and write relatively whatever good content you want and hit submit. Your content is then instantly available online and searchable by various search engines.

Video is not complicated but does take a bit more work. For starters someone has to be in the video, on camera, unless you’re doing animation or something else. At the very least you need decent (if not great) lighting and good audio. Furthermore, it does matter, at least a little bit, how you look in your video – presentation does matter.

Beyond just creating the video, the other important part of video production is ensuring that it has the widest audience views possible. There are many companies who specialize in helping you create video and/or wrapping a layer around your video to ensure it can be easily shared and engaged with by your audience.

ViewBix, sponsors of the 7th Annual Small Business Summit, has a solution that puts a wrapper around your video and makes it very easy to engage viewers, drive calls to action, share across the web, mobile and social and help you brand your video, provide powerful analytics and so much more. Costs are from free to $20 a month.

LoopLogic offers similar functionality but specifically it includes the ability to add slides and document to videos, narrate slides using a webcam, screen capture, add polls and questions, share content on social networks and via email, include lead generation capabilities, and more. Costs are from free to $99 a month.

LoopLogic shared some important advice about video – business video:

One of the biggest reasons small businesses don’t embark on a video strategy is because there’s a misconception about production value. They believe the video has to be high-end, produced & edited by a pro. Not the case anymore in many circumstances. The public expectation of video has changed. It’s important to apply a litmus test. For instance, if your CEO is giving a keynote speech at an event — you probably want to have this filmed by a professional. But if the CEO is in the lobby after said keynote answering questions — that’s worth capturing on your Flip, phone, or even iPad. There are customers and prospects who can get value from that event, long after it’s actually occurred. And it can cost nearly nothing to capture and share it.
So on to 3 easy ways to bring video into your marketing strategy right now.
  1. Make a video case study — This can be as simple a setting up a web cam or flip video and interviewing your customer. Then mixing that video with a very simple editor or presentation tool (these are low cost and some are even free). This is authentic, off the cuff, and tells your company story better than you can. The video can be shared via your blog, through email, on your website, and used as part of the marketing automation strategy. You can also then write a case study based on the video interview. Then you have two distinct pieces of content, from one event. Remember, some prospects will want to read, others will want to view.
  2. Make a video blog — If you’re getting into the content game, you have a blog. Keeping in mind that different consumers want different kinds of content, shake it up and do your next blog via video. Turn on your web cam and record, instead of write, what you’d like to say. Again, a simply web editor tool can allow you to very quickly and elegantly add other visuals, so your viewers aren’t just seeing a talking head the whole time. This can also save you a lot of time and frustration if writing isn’t your thing.
  3. Demo of your product — One of the great things about video is it can lift the proverbial corporate veil. Your customer might envision your company being a stodgy, cubicle farm with robots churning out products. Sit down with your product developer, engineer, or even the CEO and have them walk through the product. Ask them to explain how they came up with the idea, where they want to go with it, and what they envision for the company. Showing the people behind the corporation is a fantastic and extremely easy way to utilize video. Again, this video can be quick (less than three minutes), roughly edited, then shared via several different mediums.
avatar

About Ramon Ray

Ramon Ray, Marketing & Technology Evangelist, Smallbiztechnology.com & Infusionsoft. Full bio at http://www.ramonray.com . Check him out on Google Plus, Twitter or Facebook