Do’s and Don’ts: Videos as a Digital Marketing Tool

This post is courtesy of Cameron Madill, CEO of PixelSpoke.com, a Portland, Oregon based digital marketing & website redesign agency.

 In a day when great online content is king, many companies are turning to digital marketing in the form of videos. Videos are an accepted form of marketing that consumers enjoy and are cost effective. Plus, a video can be a great way to bring organic traffic to your site. There are times, however, when a video can do more harm than good. Before your next video goes live, make sure it has a mix of all the right elements.

Do

Make a Great First Impression

Any digital marketing and content that you post online is the face of your business and reflects your definition of quality.

Go Natural

Everyone can tell when someone on camera is trying to remember lines or feels uncomfortable. Whether you use professional actors or people from your office, the dialogue should sound natural, as if the person on camera is having a conversation. 

Focus on the Customer

Viewers don’t care about how great you think your business is or any of its achievements. They want to know about what you can do for them. In your video, show your target audience how your business addresses their needs and solves their problem. Prove that you are a practical solution that they can trust.  

Don’t

Settle for ‘Good Enough’

If your video is anything less than high quality, it will compromise your business’ image and reputation. Never publish a video that is shaky, low quality, over or underexposed or filmed with a handheld camera.

Remember that first impressions are everything. If prospective customers see that you are okay with publishing a less-than-quality video, they may think that you are okay with selling sub-par items or services.

Give the Competition a Chance

Let’s say that there are two identically great products with similar prices. One comes in a beautiful package and the other comes in a box that has dents and bad graphics. Which would you choose? Chances are that you would pick the one with the nice packaging because it gives the appearance of quality, a perceived added value.

When you have a poor video, you business offers customers a good product or service with an ugly package. This gives the competition the upper hand, even if it doesn’t have any videos on its site.

Forego Professional Services

Producing and publishing a low-budget video won’t save you any money if it doesn't lead to an increase in sales or traffic. If you or someone in your office knows how to professionally produce and edit a video, great! Purchase or rent quality equipment and go for it. Otherwise, hire a video production company so you can blow the competition away.

Video is a great digital marketing solution that offers countless benefits when done correctly. Use it to introduce and share your company with others and encourage consumer engagement.