We discuss creating an online video marketing strategy with Ryan after his epic Tasmanian bike ride in this podcast episode of Typical Business.
Ryan shares how he managed to travel and keep up to date with his business through his iPad Mini. This gave him the capability to speak to clients daily if needed, send quotes as he needed to and keep in touch with his team back at his Melbourne office.
It amazes me just how mobile business can be these days – due to all the productivity tools we have available for us in the cloud (online).
Ryan and I have discussed our travel and business strategies as his Tasmanian trip is only weeks ahead of my own 5 week trip to the USA. This trip will be where I’ll stress-test my own systems which will soon see if I can manage my own businesses remotely.
Whilst in the USA I’ll be attending Infusioncon 2013 – you can keep track of the event on Twitter if you search for the hash tag #ICON13
This weeks Book Review; Do The Work by Steven Pressfield
The enemy in all of our endeavours is ‘The Resistance’.
Steven helps you put in place strategies or a mindset to help you get things done. If you’re not a big reader, Ryan also recommends to buy the audio book which he highly rates.
Ryan’s star rating: 4 1/2 stars
Steve’s star rating: 4 stars
Getting Started with Online Video Marketing
Last week we discussed Blogging with Dan Norris and we also discussed the other forms of media now being used by business to convey their message. So much so, I thought it was time to speak to Ryan about video presentations.
In today’s world potential customers often make their first connection with a business online. That might be through reading the latest news updates from their website, or watch a video or a ‘how to’ guide created by that business.
Advantages with video;
- Video is immersive – most people won’t do anything else other than watch the video.
- Training video’s are both visual and informative and can be highly affective and memorable.
- Sales videos are a favourite of copywriters who would previously have created long form direct mail sales letters.
Ryan explains first and foremost, if you’ve got a compelling story or compelling content, the video production isn’t as critical. However, if you have poor content and your video is poor quality, it will reflect badly on your business.
We are still in very early days of the online video revolution – today, you don’t have to spend much to create a video and your distribution is very easy via sites like YouTube.
The savvy small business owners are creating good quality videos and are already starting to distinguish themselves from their competitors.
Ryan’s tip – in a few years low quality video will quickly be dismissed. Your strategy should be to keep brand consistency – if a video is in line with your brand, people are a little more forgiving.
MUST SEE – Here’s a great video marketing example created by Ryan where he reveals how to create a video production brief.
Check list for your online video production
1. Choose your location wisely
Make it relevant to your subject as it will add visual context to your content. So if you’re talking about building a home – stand in front of a home being built, as opposed to being at the ocean.
2. Work out your lighting
Check out this lighting setup used by Mari Smith at home. If you use lighting use 3 point lighting – 2 lights facing you at roughly 45 degrees in front of you – these are the key light, and the fill light. The key light should be brighter than the fill light which helps create depth. The third light is the back light that shines on the back of your head and shoulders, to create a halo effect – but it’s used to separate you from the background.
3. Audio is really important
When people think of video they often think of the visual aspect, but forget the audio. The audio is critical – if you have poor audio, your audience is likely to switch off because they lose the message. Whereas if you have lower quality video, but the audio is excellent, your audience will often stay for the duration of your presentation if the content is good.
Think about external noises – turn off air conditioning, fans, move away from the street so your street noise isn’t distracting.
Ideally, have an external microphone – either a lapel microphone or a shotgun microphone.
4. Equipment is an investment
Think of your equipment as a long term investment. A good quality product will last you years and increase the quality of your video production dramatically. Ryan suggests a minimum budget of $200 on a lapel microphone and $400 on a shotgun microphone. NOTE: This is really a price guide for Australian buyers – International prices will vary significantly.
5. Framing yourself in the video
A visually pleasing frame has a small amount of space above the persons head. Don’t put the top of the head too close to the top as it will make the image look squashed. Also, your eyes should typically be in line with the two-third horizontal line.
This framing is common in good photographs and a lot of portrait paintings. Refer to this photography website on the rule of thirds.
Ryan’s closing tip
The most important thing is practise. Get your video done, then improve each time you produce a new video. Practising your video production will help you greatly improve.
Show us your video!
If you’ve produced a great online video, send us an email with a link to your video and we’ll share it on the Typical Business website and the best videos will get a plug on the podcast!