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Michael Semer
Marketing Strategist, Creative Director & Copywriter
Beverly Hills, California

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How to distribute video about your business!

How to distribute video you or a vendor has produced on behalf of your business; video is an incredibly effective tool, and there are a host of ways to get it in front of audiences!
Written Jul 17, 2011, read 1003 times since then.
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Too few companies use video as an effective B2B marketing tool; many don’t even think of it, in fact, except in the context of YouTube or Vimeo.  But any marketer who doesn’t include B2B in their planning is doing their firm or brand a disservice by ignoring or minimizing one of the most effective communications tools in their arsenal.

By placing video directly on your site (as in this example from one of our clients), embedding it in your social media/CRM channel tools and elsewhere, you’re using a tool that has powerful impact – if used properly.  People, even business professionals, respond to video in ways you don’t get with print or text.  And because of the impact video has, it gets viralized more often than any other online content format…and it’s extremely mobile, as well, so it works well across a host of platforms, from tablet to smartphone.

There are a few good rules for producing solid, effective video that will support your B2B marketing efforts, rules that work even if you’re doing a home-grown, in-house production:

  • Use it properly – By which I mean, what’s it’s objective?  If it’s the centerpiece of your Web site or of an online campaign, even as a primary selling tool, you should invest in making it as professional as possible, and leverage video for all it’s worth.  Your CEO may be a great presenter, but capturing his latest PPT standup on video doesn’t make for an impactful use of the medium.
  • Be mindful of production values – That doesn’t have to mean sets and makeup and a Red digital camera.  What it does mean is using an adequate camera (avoid doing it on your cell cam, no matter how much you paid for it!), adequate lighting, clear and undistracting backgrounds for interviews or testimonials, and appropriately-dressed presenters or speakers using quality props or demo items.
  • Professional presentation – Use presenters who are “good on camera.”  That means they’re able to clearly and authentically present the material, are appropriately dressed and groomed, and are assertive and concise in their manner.  They should know what they’re talking about, and should even rehearse to material beforehand.  Don’t use prompters or cards unless it’s absolutely necessary; nor should they be up at a podium giving a rote presentation that happens to be caught on video, unless you’re simply documenting a conference or speaking appearance.
  • Keep it simple – Fancy video and editing effects will very rarely make any real contribution to your video, and can often prove distracting.  You want viewers respond to the people and content in video, not to effects.  That doesn’t preclude using B-roll, multiple locations and personnel, animations and graphics as part of a sophisticated production, but everything you include should have a reason for being there.
  • Have a script – Make sure your presenters either know the material by heart or have a script, in most cases.  Rambling or dissembling presentations quickly lose the attention of the viewer – clarity and concision, again, will win the day.
  • Don’t be afraid to hire the pros – There are a lot of video production vendors out there, capable of working at every budget level, and it’s often a cost-effective choice to use one of these versus consuming your own team’s time.  Make sure you see their reels, though, and that they can show you examples that prove they can tackle your own project.

Learn more about the author, Michael Semer.

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