I recently had the pleasure of speaking with Video Marketing expert Vicki Bobotis from Video Works Productions.
Here she shares her tips for making your marketing message memorable with the fastest growing trend in small business marketing.
You’re the owner and executive producer of Video Works Productions. Tell us about your company and what you do?
Video Works Productions produce video for the business that wants to set itself apart and own their point of difference.
We make Website Videos, Events Videos, YouTube Channels and Book Trailers.
We help companies get more business with video, by finding out their ‘why’, how to represent their vision and mission, what they do for their customers.
You’ve had an interesting career path working in and around the entertainment industry. What led you to working with business and video?
After I left MTV we started Your Untold Story, producing videos for family occasions, heirlooms and tribute memorials.
The trend for video for business was growing and we were regularly being asked to produce corporate videos.
When we started working with it for our own purposes, it forced me to get in front of the camera. I had to move out from my comfort zone. It’s been a real benefit for me to have experienced what our customers’ experience.
We had so much fun learning how to promote Your Untold Story with video, we realised we could do the same for other business.
And Video Works Productions was launched.
What are the advantages for small business marketing using online video?
Video is a great way to connect with potential customers. It must be part of your online strategy.
Marketing talks about points of contact. You start by building rapport. Video does that by establishing an emotional connection via the screen. Your clients get to know you – like you – trust you.
Start with a video on the home page and a free offer. Produce a Thank you video for subscribing – much more personal than an email. You may choose to send their first video for free and then they pay for the rest of the series.
This can all happen quickly. It saves time and money as you’re educating your potential customers via video. When you do follow up they’re more ready to buy, saving time in the sales process.
Do people who see online videos remember their messages?
Yes they do. They’ll remember what they connect with, and they’ll keep watching because the message of the video has engaged them.
We’re also very particular about the music for every video. I’ll search for hours to find just the right piece that’s emotive and fits with the message we’re getting across.
We recently produced a book trailer for local author Alison Nancye’s novel “Note to Self” (view trailer here – http://videoworksproductions.com.au/presenter-videos/book-trailers/ ). In contrast to the traditional book review, a book trailer can engage on an emotional level as well as inform readers what your book’s all about. It was only 60 seconds long, but it got the message across. The author of ‘Eat Pray Love’, Elizabeth Gilbert, posted about the book on her Facebook page and had readers at the recent BookExpo America in tears – and buying. The power of connecting emotionally cannot be undervalued.
How long should an online video run?
That varies for the different types of video and the market you’re targeting.
- Home page: 2 minutes – break up the story, add text, add photos
- Information based – 5-6 minutes
- FAQ’s – 60 seconds including a case study or two
- Tutorials – up to 10 minutes
How often should it be updated?
Again, each channel has different needs.
- Website home page – every 6 months
- You Tube Channel newsletter – every week or fortnight
Also think about creating a vlog – a video blog can share your stories visually. Advantages include ease of viewing, being able to stop and start – and replay.
Would you advise getting some media coaching first?
Yes if you’re hesitant or unsure of your onscreen presence. We can help out too. We’ll try different scenarios until you feel comfortable. There are little tricks that can help, along with practice and reassurance.
My first tip is to forget the camera and think you’re talking to your best friend.
If we get started and it’s not going well, we’ll pause, do some quick training and refilm until we get it right. It’s very important to remember the video is online forever.
What advice do you have for the camera shy introvert business owner?
I’d recommend a couple of options. Definitely get some training if that will help get you over your concerns. Or we can create text, animation or motion graphics with voiceover.
How do I expose the video to the market? Does it cost a lot?
The cost involved is your time. YouTube is free. Vimeo have free and paid options.
Sites like Traffic Geyser charge a monthly fee to distribute your video to all the major video hosting sites on the web, social media, blogs and podcast directories at the same time. So if you really want to drive traffic to your site, and you want to use your time more effectively, it’s worth doing the sums.
You can also post a link of your video to your profile on LinkedIn.
What are your top 5 tips for small business owners wanting to make a start in the online video space?
1. Start!
2. Get a webcam – external webcams better than the one you’ve probably got on your computer.
3. Register your YouTube channel – as important as investing in your domain name. Secure it first.
4. FAQ’s – you can record them in less than 60 seconds and each can be used as a blog post.
5. Good lighting, good audio and a tripod
And my final and most important tip of all:
SMILE – you have to smile – your real smile – be genuine – be inviting.
Thanks so much for your time today Vicki.
Are you using video yet? What results have you seen since using video for your small business?
About Chrissy Crust
Chrissy Crust is a small business consultant, coach, facilitator and mentor. She is on a mission to help small business owners and start- ups plan for success. Join Chrissy on Facebook Twitter and LinkedIn for more small business tips and resources.
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