Whether it’s a spoof on the Old Spice video or an original video of a cat wondering around the office acting out of sorts, video can be a very effective online marketing tool to drive awareness of a product. A great example of the impact a video has is this well-known surprised cat video on YouTube that generated more than 50 million visits. Something as simple an as engaging video of a customer testimonial has the potential to become viral and drive brand awareness. Dynamic tools that help you stay ahead of the competition and create a great experience for your client and their customers, videos can be used to demonstrate thought leadership, create engagement and stay relevant through the next decade.  Not only do videos have a long shelf life, PR-USA.net says online video is the simplest, most affordable and fastest way to get visitors to your website.

Creating videos takes careful planning and execution for a quality product.

I recently attended the Microsoft Worldwide Partner Conference (WPC) in Los Angeles, a prime opportunity to gather video testimonials from attendees who work with Microsoft software and services. Prior to arriving at the conference, we created a plan to gather these video testimonials that took into consideration who our audience is, what businesses the subject matters work in and our specific objectives. Once the plan was completed, we mapped out customized questions that would best highlight each customer’s experience as a member of the Microsoft network.  These simple, but effective stages of planning and strategy are paramount to the success of an online video for marketing.

To help you and your company create high-quality, effective video marketing resources, here are a few key things to keep in mind:

  • Keep it conversational – Creating a comfortable, conversational interview will be useful when putting a nervous customer in front of a video camera.
  • Be sincere and authentic – Prompt interviewees to share why they began their businesses and this will bring authentic enthusiasm to the video.
  • Quality is key – It is important to keep sound quality in mind when taping. Find a quiet place to tape any interviews.
  • Position the camera well – Positioning the camera with lighting in mind may create a nerve-racking scene for the interviewee as lights are generally directed toward a subject like a spotlight; however, by positioning me sitting next to the camera, it provided a more welcoming environment.
  • Incorporate humor – Humor is a great way to break tension and keeps viewers entertained.

Online videos can be a very valuable marketing tool and show clients your organization’s creative side. You may be surprised with what you learn about your client when they are on camera.

Christine Kunde is an account executive at Airfoil Public Relations, a high tech PR agency with offices in Detroit and Silicon Valley.