How to make video marketing that truly sings (and sells)

Video killed the radio star, as the 1980s hit song by The Buggles would have you believe. The metaphor is worth a mention as every business leader and entrepreneur must adapt to the ever-evolving technologies we rely on to connect and shine. Just like there was no point in being seen solely as radio star in an MTV-obsessed music industry of 40 years ago, today video content is the most watched medium.

This year online?videos?will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017 (source: Cisco). So next time you dive into creating new videos for your business, consider these ideas so that you make the most of the experience.

My top five tips for someone starting out in video when it comes to how they present themself and connecting with your audience:

1.???Get clear on your WHY - want to achieve with the video?

2.???Research your audience well in advance – picture them, use avatars even to target that content to resonate.

3.???Plan your content, practice and time it

4.???Give viewers a clear call to action in your final take out

5.???Get feedback, be prepared to fail and learn from it – everyone takes time to find their true video presentation style

What to avoid:

·????????Winging it – it lets you down and creates more chance to say something you may regret. The number one regret clients of mine have had prior to getting trained is thinking they can get their messages across with little to no time spent planning or practice runs. Even Prime Ministers and CEOs get training and refresher sessions.

·????????Watch your negative language and never criticise your competitors as it makes you seem negative to others.

·????????Avoid buzzwords and jargon that alienate and make you seem inaccessible or trying too hard to sound in-touch – even trending words like ‘pivot’ or ‘leaning in’ have their expiry date.

·????????Be mindful of dating your content with newsworthy references or special events like sporting grand finals, the end of financial year or current seasons aka summer.

How to plan out the strategy for the best results:

·????????Plan first: Decide your Aim, Audience and Messages

·????????What is the platform for distribution – what you use for a mainstream media, a sellable TV-ready package, for use on social media or your web site or company internal use will define the script.

·????????Body language must be considered and relevant to the message.

·????????Vocal skills are vital as we listen as much as we look at videos. Get a voice coach.

·????????If it’s a series plan the bite sized chunks of no more than two minutes and write a script you can learn easily if you plan to deliver it yourself.

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Project your brand:

·????????Branding is key to an overall impression in video and can help audiences know who you are quickly and easily.

·????????It’s a visual medium that requires thought and planning – don’t clash with a green screen or look too quirky or casual if you are presenting to say a business audience.

·????????Colours, how you dress, what you use as staging or props all tell a story. The Grace & Grit brand is a metallic rust, so I would usually find a complementing colour to wear such a navy blue, or a splash of the brand for any filmed content.

·????????As how you are being framed and where the camera will be so you can cover off the basics for a set to reflect who you are and your overall message. Eye contact with the camera as you chat warmly and not moving around help your look your best!

Practice for days before filming day:

·????????Set up a little tripod at home and record yourself – watch it back – even a smartphone can do this well.

·????????Use an external mic to improve sound quality and reduce echoes and background sounds being captured.

·????????Ring lights can illuminate your face evenly and allow you to shoot anywhere.

·????????Try sitting and standing – work out your energy levels

·????????Voice and managing nerves – pace, tone and inflections

·????????Carry a hard copy script around in your laptop bag or on your phone to speak aloud in the car or when you get time in the days prior – the only way to be a pro presenter is practice until you are one.

Don’t rely on autocue:

·????????There is a place for autocue, but it depends on the style of video.

·????????Eye movements when reading can be distracting to be aware of how you are being perceived.

·????????Interviews such as in a webinar recording require a more fluid preparation than a one-way speech or keynote or a piece to camera – always ask for the questions ahead and have plenty of evidence or stories to unpack to keep the video engaging and conversational

·????????Try to stand vs sit for more controlled breathing and to create light and shade in your voice. That is the technical reason radio presenters use standing desks.

The best video content, no matter the topic is made to feel seamless yet authentic., giving the audience fresh ideas that are easy to recall. Knowing that planning, preparation, and practice are behind them means producing videos that land every time.