Roy Harry, Creative Director, Media II, Inc.
Like you, I use online videos regularly to solve home maintenance issues like replacing a clothes dryer belt, troubleshooting a leaking toilet, best way to get oil spots off the driveway and more.
Guess what? About half of your customers and prospects use online videos for work-related purposes too. They are seeking solutions for motor sizing, Ethernet cabling issues, pump volume curve performance, software capability, etc.
Today, video is a low-cost and easily distributed tactic to reach your customers and prospects with high value information with a minimum investment.
But just because you can create a video doesn’t mean it will be visually interesting or engaging to your audience. Follow these tips from IEEE Engineering360 Media Solutions to deliver more powerful videos that your customers and prospects will watch from beginning to end and be more likely to remember.
Give Customers What They Want
Not all video content is equal in the eyes of your audience. Technical professionals aren’t looking for big-budget, flashy marketing videos with all the bells and whistles. They simply want information to help them do their jobs better.
The three most-watched types of videos among this audience are product demos, how-to videos/tutorials, and training videos. What’s common among these video types is they are focused on how to use something or do something practical and relevant to their work. Your audience also likes educational videos that present information on new trends and technologies.
Length Doesn’t Matter – But Keep it Short
The assumption is that if your content is compelling enough, your video can be long as you want. But let’s face it: none of us are Steven Spielberg or Quentin Tarantino. And attention spans in the Internet age are notoriously short. A good rule of thumb is to keep your video under five minutes in length – and even that might seem long. If you have a multi-step or complex how-to video, you can break it down into several shorter segments.
Use Good Lighting and a Neutral Background
If you’re filming product demos, you’re likely showing computer screens. But if you have people talking in your videos, you need to be aware of lighting and background. Avoid casting shadows or uneven or harsh lighting. Make sure your subject is well lit. Don’t have anything that’s visually distracting in the background such as items on a desk, papers on a wall, or people passing by.
Eliminate Noise, Improve Sound
There are two ways you need to deal with sound. One is to eliminate background noise: humming machinery, traffic, talking, the soda machine, etc. The other is to use a good microphone to clearly capture your speaker or narrator’s voice. Also, give your video some life by adding introductory, transitional and closing music. You can try lowering the volume and keeping the music throughout the video to provide a pleasant and subtle aural texture (as opposed to background noise). Most video editing software comes with music clips you can add.
A good script is a must. It must be in a conversational tone, and stay away from terms that you use only internally. Keep industry jargon to a minimum, and spell out any acronyms you use.
Brand Your Video
Make sure to include your company name/logo at the beginning and end of every video. Use other brand elements such as colors in a consistent fashion so that your videos all have the same brand identity.
Include a Call to Action
At the end of the video embed a call to action to a landing page or other resource. Ask your viewers to do something: watch the next video, download a white paper, attend a webinar, or learn more. Thinking about a call to action will also get you in the frame of mind to consider how any one video is integrated into and complements your overall marketing mix.
Share Your Videos
You need to spread the word about your videos. Post your videos on YouTube or other video sharing sites and add a link to your website. Create thumbnail graphics and link to them in your email newsletters. Send a news release to editors that covers your marketplace.
Video sharing sites such as YouTube offer metrics you can track to analyze how well your videos perform. Number of views, number of shares, and length of viewing are all important. If you find that viewers are not watching your entire video, you may need to dig deeper and do some testing. Is the content not relevant? Is the video too long? Use the metrics to gain insight on how you can improve your video production. Maybe you do have some Spielberg in you.
At Engineering360 Media Solutions, we’re all about helping you get returns. Return visits by your specific audience. And of course, potential financial returns from your customers. We call it Return on Information. You’ll simply call it a marketing opportunity like no other. That’s because no other media partner knows your audience like we do. Learn more: http://www.globalspec.com