Promotional Marketing Video: A Complete Guide

The Evolution of Business Marketing Through Internet Video

It is widely acknowledged that the Internet has significantly improved and altered the landscape of business marketing strategies. Traditional methods like print advertisements and physical brochures are no longer the sole avenues for reaching potential customers.

Internet videos have emerged as a valuable asset for businesses. Although utilizing video for marketing isn't a recent development, the prevalence of platforms like YouTube has normalized seeing individuals directly address audiences.

The Advantage of Direct Communication

This shift offers a distinct advantage. Potential clients gain the opportunity to hear directly from the business owner, rather than being presented with information through actors or models who might be perceived as distracting. This approach is also highly effective for product and service announcements.

Promotional videos are beneficial for a diverse range of business professionals. This includes legal professionals, accountants, web developers, medical doctors, real estate agents, dentists, automotive technicians, restaurant owners, and construction contractors.

Exploring Examples of Effective Promotional Videos

Before embarking on the creation of your own promotional video, it is recommended to review examples of successful videos. WhoToView.com provides a selection of free sample videos, considered by many to be a particularly strong resource.

Numerous examples can also be found on YouTube, offering further inspiration and insight into effective video marketing techniques.

Consider these points when planning your video:

• Authenticity is Key: Focus on presenting genuine information from yourself.
• Targeted Messaging: Tailor your video content to resonate with your specific audience.
• Concise Delivery: Keep your videos focused and to the point.

By leveraging the power of internet video, businesses can connect with customers in a more personal and impactful way, ultimately driving growth and success.

Creating Effective Promotional Videos

Producing a promotional video is achievable if you possess a video camera, a tripod, and suitable editing software, such as iMovie for macOS or Movie Maker 2 for Windows. Alternatively, you can engage a local professional equipped with the necessary tools and expertise.

Step 1: Scripting and Preparation

A concise promotional video, typically lasting one to two minutes, demands a focused and direct message. If you routinely articulate your business’s value proposition in brief networking scenarios, you likely already have the foundation for a compelling script.

A well-structured script might encompass the following elements:

• The name of your company
• Your city and state of operation
• A clear description of your services
• A statement of your competitive advantage
• A call to action encouraging customer contact
• References to satisfied clients
• Reinforcement of your business name

Even with strong familiarity with your business, developing a written script is beneficial for refining your message and gauging its duration when delivered on camera.

Tip: Approximately 140 to 150 words translate to one minute of spoken content.

Step 2: Incorporating Cutaway Shots

While a video solely featuring you speaking is viable, the inclusion of cutaway shots significantly enhances its impact. These brief visual segments illustrate the points you are making during your presentation. For instance, a web designer could showcase examples of their work or footage of themselves working.

After finalizing your script, identify opportunities to integrate cutaway shots. These supplementary shots are captured after recording your primary presentation and are subsequently incorporated during the editing phase.

Step 3: Filming Your Presentation

Experience demonstrates that utilizing a tripod dramatically improves the quality of your video. Viewers are often deterred by shaky footage commonly found on platforms like YouTube.

Furthermore, ensuring adequate lighting is crucial. While professional lighting equipment isn’t essential, proper illumination and correct camera white balance settings are vital. Consult your camera’s manual for guidance on white balance adjustments.