6 Tips for Making a Promotional Video For Your Business


Have you created video about your business? Are you using any video content to promote your products or services? Here are six important things to consider in making a promotional small business video:

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Getting on the top page of a Google search is tough. There are generally two elements to getting someone on to your page – get them to click on to the page, and then keep them there. 

Regular new and good copy on your blog is widely recognised as a good way of getting Google to rank your page further enough up a search ranking to get someone to click on your page, but having got them onto your website, you then need to keep them there. Video on your website can encourage someone to remain long enough to perhaps click on other things – and hopefully go on to do business with you.

They are also a good way of explaining products or services, sharing testimonials and building trust with your brand. 

1. Get a professional

There are hundreds of small video production companies. Contrary to popular belief, they don’t cost the earth and costs are coming down all the time. Getting someone who knows what they’re doing is going to be more cost-effective in the long run, and they should produce a very good film for the price.

2. Be organised

Plan your video story in advance so that when you start to film, you don't waste any time. If you’re paying someone a day rate to make that film, the longer they are hanging around waiting for you to put their requests into action, the more they charge.

Storyboard and script your video in advance so that anyone being interviewed can also take time to get used to the words and be more natural during the video. 

Recommended reading: 6 Key Digital Marketing Trends You Can Expect To See In 2019

3. Keep it snappy!

As with anything on the web, tell the viewer what you’re about as quickly and as punchily as possible. Ideally, you should aim at a 2 minute film unless you have some amazing footage that will really keep the viewer.

Put in perspective, the average person speaks at 180 words a minute. So a five minute film script would be a third longer than the length of this blog at 900 words…

One rule of thumb taught to broadcast journalists the world over, is that you should never make a clip longer than 30 seconds at a stretch – ideally as little as 5.

4. Look at competitors’ videos

Can you do a better film than an arch rival? Have a look to see what they have done and see about doing it better. What do you offer that is different to them? Try to show what you do better than your rivals, without pushing it to the point they sue you!

5. Show pictures

Don’t just have someone sat in front of the screen giving a lecture! Show what the business does – if you are a logistics company, then show your lorries leaving your depot for their clients as an example. Show the dispatch office at work, and show happy customers signing for their goods. This is far more interesting than the Chief Executive talking about what you do.

6. Expect to take time over it

For a full blown TV documentary, a production company will charge 1 day per minute of film.

Given how particular some people are when they have seen the first drafts of a film, this isn’t different to the time it takes to make a film for a small business. Once the film makers have shot the interviews, and got wild track footage of your business’s operations over a day, they will then need to edit it together, which can take another day.

You will then need to look at the footage and ask for any special effects or edits. They will then go off and do this, before returning to you. Even clients who profess to not be fussy, can make requests that may involve re-shooting footage and editing even further.

Recommended reading: Video Content and The Marketing Funnel

If you can tell a story about your business, your products or services, about the people behind the business, about your customers, these are all good themes to have as video content. And that video content should aim to raise awareness, explain and help your prospect make a decision to come on board. 

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