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In Focus Engaging cliEnts through EffEctivE onlinE vidEo markEting byhazelbutters hazel Butters,cEO of Promptcommunications, to support and emphasize the audio message. A mix of stillVisual components should complement the audio and acthear what is being said, but will not watch a video if the soundcomponent is inadequate. Professional-grade microphones area must – if the audio quality is poor, the video is poor.a copywriting, multimedia marketing, publicrelations and media relations firm, explains howvideo campaigns can be a powerful tool to engagetarget audiences Video is an extraordinarily interactive medium – the images and film can be interwoven to create a dynamic visual combination of text, sound and image has a tremendous impact complement. Never underestimate the human aspect – use video on the viewer, communicating messages much more effectively as an opportunity to introduce key staff members to the target than any of the elements could individually. audience through short opinion and interview pieces, crossing When it comes to sales, the hardest part of any deal is developing the impersonal boundary of the digital realm and creating face- trust in the target audience. The prospective customer needs to to-face simulation. believe that a company is respectable, professional and competent. The length of a video is a particularly important consideration. If a vendor is communicating to a broad group of partners or People who decide to watch a video are committing their valuable developers, then personalized client-facing contact is simply not time. If the video is too long, they may be unwilling to invest the scalable, but video is a great way for a company to market its brand time necessary to watch it or they may lose interest before the and values. When used properly, video can dramatically shorten end. On the internet, attention spans are very short – losing a the gap between initial contact and a sale. viewer’s interest is easy when the next video or search result is To that end, video is an incredibly affordable way for a company only a click away. Online videos should ideally be less than three to broadcast information. This often surprises people – many minutes and should rarely exceed five minutes. assume videos are cost prohibitive. It’s an outdated mindset that Once the video is produced, it needs to get placed online. many business owners still hold to be true. It isn’t. Professional- compression formats can be a confusing, with many choices level, broadcast-quality videos are now quickly produced for a available and each with at least a dozen parameters. Then there fraction of the price. Video expenses mostly result from the time are myriad additional considerations: browser compatibility and cost of production, which requires a certain level of skill and issues, embedding, distribution, etc. This side of the video quality of recording equipment to do a decent job.companies who process can be a minefield to companies without in-house are ill equipped to produce a video in-house can recruit the help of multimedia producers, in which case it’s worth it to find external an agency that specializes in multimedia marketing approaches. agencies that can assist with the technical aspects to create a Moreover, while media advertising costs upped the price tag on successful final product. video marketing in the era of television, online video now offers Whether a company works with a comms agency, a video a number of real advantages over television at a much lower cost. specialist or invests the money and time necessary to produce companies can avoid paying for ad space by embedding videos a product on its own, online video is an invaluable tool to directly on their own websites and YouTube channels. Unlike generate leads, shorten the sales cycle, drive website traffic and a television advertisement, video can be viewed by anyone, at create greater exposure. If businesses take advantage of the any time, in any country. Tracking capabilities allow for data opportunities video presents, they need to do it right, ensuring collection to report exactly the number of times the video has they put together a professional-standard film and distribute it been viewed and by whom, helping marketers analyze how appropriately. A polished and effective video campaign will draw successful their campaign is. in viewers and business owners will reap the benefits. The success of a video campaign hinges on simple criteria. Audio quality is crucial and cannot be treated as an afterthought. For more tips and tricks on video marketing, follow Hazel on Twitter: Viewers will sit through poor visual quality if they can still @HazelButters or visitwww.prompt-communications.com. 24Opportunity World • January/February 2013 www.OpportunityWorld.com


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