Online video is a tremendous communications tool and a powerful way to promote your brand. It’s a great way to create instant credibility, reach many people with minimal effort, and “show” instead of “tell”. Plus, it’s not as expensive as you’d think.
Online video consumption is exploding. Nearly 85% of the U.S. Internet audience views online video each month. The average U.S. Internet user watches 182 online videos each month. And YouTube has surpassed Yahoo as the #2 search engine.
We recently began a new assignment for our client, the Center for Plastic & Reconstructive Surgery. CPRS is doing a series of videos interviewing their surgeons. The videos allow the physicians to showcase their expertise and build rapport with prospective patients. Plus, we’re using the videos to motivate people to act quicker and attend a seminar or call for a consultation. Although we’ve just begun, we’re already starting to see some benefits. One of the decisions we had to make was what content we were going to use for video.
To get you started, here are six ideas for video content.
Get client testimonials.
If someone has something good to say about your product or service, encourage them to provide a testimonial. Video provides a powerful way to show that your testimonials are real and not made up. Remember to have your client keep their recommendation short. You don’t want a long-winded or rambling recommendation. Also, tell your client to be specific. Details are more convincing than a generalized ‚”They were great!”
Conduct a focus group.
Assemble a round table of experts in your industry – news editors, industry analysts, key clients, and prospective clients. Discuss important issues affecting your industry. The session will be packed with information, advice, and tips. This is all great content that others will want to share. Plus, each of your panelists can help in distributing your video to their network.
Repurpose existing content.
You probably already have loads of white papers, case studies, and product overviews. Why not repurpose those papers and sell sheets into videos? No need to reinvent the wheel, right?
Put your Webinar Online.
If your organization conducts webinars, record them and archive them online. It’s a great way to start building a library of thought leadership.
Record conferences and tradeshows.
Most conferences have policies prohibiting the taping of presentations. However, many venues are fine if people want to take photographs or recordings while walking the trade show floor and visiting vendor booths. This is a good opportunity to meet many exhibitors and ask questions, get information, and compare offerings. Prepare your questions ahead of time. Most exhibitors will be happy to talk about themselves.
Capture speaking engagements.
Public speaking elevates your visibility in the marketplace and builds your reputation. After the talk, inform the attendees you’ll post the presentation online and make it available to participants. Make sure you post your video promptly.
With smart thinking, compelling content, and preparation, an organization can churn out online videos without excessive expense or equipment. We’ll be sharing the videos for CPRS in a future post.