Video Marketing Tips
Lights, Camera, Action!
Tips for Video Marketing
by Traci Hayner Vanover, The Promo Diva®
MOST BUSINESSES TEND to scale back their advertising efforts in tough economic times, but from a marketing perspective, this can be a critical mistake. Tougher times may require a bit more creativity, but they shouldn’t spell the end of your promotional efforts.
Reaching new customers can be challenging, even in the best of times. While the mainstream media continues to remain popular, a new method is proving to be both a cost affordable and highly successful alternative to traditional promotional media.
ONLINE VIDEO ADS–short-form commercials that run on Web sites–are proving to be one of the most effective ways to advertise online, with some video ads generating twice the clicks of banner ads. In fact, a study from Borrell Associates reports that advertisers are planning to allocate about 35 percent of their budget on video ads by 2012.
Large numbers of small businesses are just catching on to this trend. Video marketing campaigns can be launched almost immediately and are fairly inexpensive. In many cases, advertisers can get started for as little as a few hundred dollars.
How to Get Started as a Video Marketer
- Focus on a Single Message. Decide on the message you want to promote. Will it be a general spot to promote your website, a promotional offer, a welcome message to site visitors? Select one theme, and tailor the video to convey that message.
- Keep Text to a Minimum. There is nothing wrong with adding a bit of text to accent the visual imagery of your ad, but keep it to a minimum. Avoid the use of fancy fonts. Viewers will not stay focused long enough to read lots of promotional text. Focus on building interest, and then leave them wanting more.
- What’s in it For Me? Ads that make a clear statement of the benefits are the most effective. Research shows that people decide in eight seconds or less if they want to read more about a topic on a Web site. While effective promotional videos can run as long as ninety seconds to two minutes, it is important to convey the benefits message early on in the video, and reinforce the message with a strong call to action.
- Make it Visually Compelling. Your imagery should be relevant, and be able to communicate your message. Make sure that you use high-quality imagery. If you don’t have great digital photos, don’t worry–there are many affordable stock image resources available.
The Promo Diva® offers affordable video creation services for small business owners that are interested in harnessing this new media tool. To view samples, or to order your own promotional video, visit PromoDiva.com.
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