Newspaper article Coffs Coast Advocate (Coffs Harbour, Australia)

Connect with Online Video

Newspaper article Coffs Coast Advocate (Coffs Harbour, Australia)

Connect with Online Video

Article excerpt

Byline: Robert Moorman

ONLINE video is powerful and increasingly affordable. Done well, it's fantastic for creating a connection with your target audience and improving your search engine optimisation (SEO).

What do you want to achieve?

Before doing anything else, think about what you want your video to achieve for your business. Is it to educate, connect, sell, raise brand awareness, or change brand perception? Ask yourself: What problem will my content solve for existing and prospective clients? And don't say, aAll of the abovea. You have to make choices.

Don't waffle

Don't attempt to ad lib your video, no matter how much expertise you have. I've filmed hundreds of business owners, keynote speakers and CEOs and only a handful of those people manage to create concise, to-the-point video content on the fly. And the people who do have that unique skill tend to have had extensive training.

Presentation, presentation

You may be able to give rousing speeches to a thousand people at a time, but presenting to camera really is a different ball game. Get an hour or two of coaching on presenting to camera. What you learned in your Powerful Presentations course may not apply.

You need to care

Talk about something you're really passionate about: you'll look great on camera if you're excited and fired up. Don't present content you're not comfortable with. It comes across as though you don't want to be there, and that's not a good message to send to your target audience.

Keep it short and sweet

Only 20% of viewers actually make it to the end of the second minute of any video, so keep it short and to the point, unless it's an educational video or a manual.

Great content is essential

The success of your video depends almost entirely on the quality of the content. Writing for a video presentation is very different from writing web content or an article, so get a writer with experience in script writing to help you if you're not sure.

Video is great at conveying non-verbal information such as what kind of person you are and how passionate you are about what you do. …

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