Investing In Video Marketing

Hi fellow bloggers, communication minded peeps, and young professionals! We have our second guest blogger today! For those who don’t know, every month we ask one communication professional to write about their respective field and journey. This week we are pleased to introduce a fellow classmate and IMC & video production professional Nathan Evers!

Nathan Evers is a graduate of UNCW where he focused in Digital Media/Video Production and Advertising. In August he accepted a job as Video Production Associate at the Atlantic Telephone Membership Corporation (ATMC) in Shallotte, NC. His job duties include shooting and editing programming for ATMC-TV (the local origination channel serving Brunswick County, NC.) We had the pleasure of working with Nathan to start our department’s integrated marketing communication firm, Pier601 Creative. Knowing Nathan’s creativity and excellent video skills, we are proud have him share his knowledge of digital media’s impact on our field.

Investing In Video Marketing

It was only a short time ago when video production was confined to local television stations or production companies. Businesses would have a commercial produced and then in turn buy valuable airtime for its play; however, for many small businesses, this marketing medium was often too expensive.

Fortunately for small businesses today, high-quality video can be produced by almost anyone. Investing in video equipment and software can give you an edge over your competition— if you use it in the right way. Video and integrated marketing communication go hand-in-hand, and if you’re not using video for your business, you’re likely missing out.

According to a 2013 survey by Animoto, 76% of U.S. adults are more likely to purchase a product or service after watching a video about it. 96% of consumers found videos helpful in making a purchase decision.

Video marketing is not just limited to television commercials, video is a great supplement to your website or social media. When using video on such a platform, my advice is to aim for continuous, meaningful content. Including testimonials from real customers or clients can be very effective, especially when your business serves a local area. People are more likely to pay attention to their neighbors.

Video marketing shouldn’t be limited to just advertising. In addition to testimonials, editor/blogger Megan Totka gives two other tips on how to make the most of your video. One is to expand beyond showing what product or service you sell by producing video educating and informing your clientele. What knowledge do you have to share with consumers? Totka also recommends doing “behind-the-scenes” videos to give your followers an inside look at what you do. You can feature interviews with your employees to show the real people behind the product or service.

Video marketing is a great tool because it can be a feature for your content, but not in your budget. For under $700, you can get a Canon EOS Rebel T3i (my personal camera), a microphone, and a decent Manfrotto tripod at B&H. A microphone and tripod are essential in shooting professional-quality video. For editing, if you have a Mac, you already have iMovie, which is perfect for editing basic clips. Additionally, Adobe also offers its Creative Suite applications with Creative Cloud, which includes Adobe Premiere Pro. Just the program itself will run you $19.99/month.

Once you have become familiar with your equipment and your software, use the following tips to help you devolve ideas for your content: Think of the format as a moving picture story – it should have a beginning, middle, and end. How will you capture interest? How do you benefit the consumer? How do you want to be remembered? These questions will help you produce a video that creates an impression on your viewers.

Nathan Evers

Want more from Nathan? Check out his work on Vimeo!


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