Video as a communications currency has exploded in the last few years.  It’s widely considered to be the most engaging and persuasive medium because it’s very personal.  Video lets people feel like they’re getting to know you a little and - if used effectively - can establish likeability and trust, which are crucial factors when potential clients/customers are making purchasing decisions.

Presenting On Camera

1. Develop A Natural Style Of Presenting

Let’s face it: unless you’re used to appearing on camera, it feels like a very unnatural place to be.  If your inherent exuberance is inhibited, your video won’t generate trust between you and the viewer.  It may seem like a good idea to memorise a script, however this frequently leads to even less on-camera personality.  The best way to prepare is to identify three keys points that you’d like to convey and on which you are an authority.  Then - when the red light on the camera illuminates - make those points using a conversational style as if speaking with a friend.

2. Take Two…or Three…or Fourteen…

Even the most experienced presenters don’t get it right on the first take.  If you’re not used to doing multiple takes, it can be a frustrating experience.  Most of us will rush into a re-take: starting to speak while we’re still rolling our eyes and looking off-camera.   If doing a re-take, pause for 5 seconds and look straight into camera before you start to speak.  Do the same at the end of your presentation.  It makes for a much better edit.  And remember to smile!

3. Hello & Goodbye

Remember what I said above about not memorising scripts?  Well, here’s the exception.  Your greeting and sign-off are an opportunity to generate brand awareness and prompt action from viewers.  So at the start of your video, introduce yourself and say your business name.  If relevant, mention your role in the company.  At the end of the video, give viewers a call to action and tell them how to contact you.  Keep it personable and helpful.  Oh, and did I mention the smile…?

Creating Your Videos

4. Do You Hear What I Hear?

Many of the pocket video cameras record high-definition video therefore the picture quality is excellent.  However few, if any, have an audio input for an external microphone.  In order to ensure that viewers can clearly hear what you’re saying, it’s worth investing in a digital audio recording device and external mic.  This will mean synching up the audio to the picture through editing software, though.  The other option is to shoot your video within about 3 feet of the built-in mic on the camera.  Audio is very important because if viewers hear bad sound, they hit the stop button.

5. So Many Choices, So Much Content

• Video facilitates you to communicate your message effectively in so many ways, including:
• Corporate video - a compelling landing page promo that sells your company’s vision.  I recommend having this professionally scripted and shot since it will be your key video marketing tool.
• Video blogs - a very compelling way to engage with your online community on a regular basis.
• Videos of your events and conferences - these share your expertise with a mass audience and add value to your online community.
• Interviews at trade shows - you can either share your expertise on camera or create great content by interviewing other industry leaders, who may create backlinks to your video interview, driving more traffic to your website.
• Ads and promos - the more entertaining, funny, uplifting, inspiring and unique these are, the more likely they are to be shared online.
• Instructional videos - these save you time and money by educating potential customers about how to use your product.  If it’s a technical product, you can use screencasts to illustrate the interface.
• Video testimonials from clients - it’s very clear on camera whether a presenter believes in the product they are endorsing, therefore video testimonials carry a higher credibility factor than written ones.

Lights, Camera, Action!

These pointers are just the tip of the iceberg in terms of video marketing and online video platforms.  I hope they assist you in getting started and/or elevating your video marketing.  In Part 2 next month, I’ll outline strategies for promoting your videos and offer tips for achieving viral success.  If you have any questions or comments, please post them below.  Happy filming!