Four Components for a Successful Video

Four Components to a Successful Video for your
Inbound Marketing Campaign

This posting covers the (4) components of a professionally produced video for Inbound Marketing on the Internet.

Keep in mind that in today’s market, online videos need to be short, entertaining, and deliver knowledge. Create your video with these characteristics and you will have a winner!

A great example of a successful video is the “Evolution of the Dance” video by Judson Laippy on YouTube. His video is still one of the most viewed, entertaining and successful Inbound Marketing videos on
YouTube http://www.youtube.com/watch?v=dMH0bHeiRNg

In 2006, Pam Berks and I hosted “Voices of Experience” for the National Speakers Association. Our segment producer, Jean Palmer Heck (http://real-impact.com/) interviewed Justin. Today, with 119,109, 077 views to date, it is safe to say that video helped build Judson’s Inbound Marketing campaign.

Stay away from “Cookie Cutter” style videos. Why on earth would anybody in any business, professional speaker or corporation want to produce a marketing video that looks the same as another competitor?

Sure any video is better than no video--but do you want to be perceived like everyone else in your market segment competing for business with a blah blah video, or do you want to show value and be unique?

Let me break down some components I believe will help you produce a unique, effective video designed for an Inbound Marketing campaign:
First, begin with PROFESSIONAL VIDEO that consists of high quality digitally recorded footage including audio using direct microphone sound sources. In other words, the announcer, presenter or performer is wearing a headset or lavaliere microphone and the audience (if applicable) is also being picked up with audience microphones. Audio is an important ingredient in a professionally produced video.
Lighting is an equally important ingredient. You want your subject well lit. Use incandescent lighting instead of fluorescent and avoid shadows. Make sure you have enough key lighting to bring out details and facial features and avoid “hot spots” -– light reflecting off shiny surfaces like eyeglass lenses and un-powdered skin. Avoid back lighting at all costs.

The Second component in a successful Inbound Marketing Video is CREATIVITY. Look at any great video and list all the creative elements you admire about that video. Creativity can be expressed in the clips, sound bites, voice over, music and graphics. Always write a script or storyboard when you begin any video production and review them with your client to ensure you both are on the same page with their expectations of the production and your creative vision for execution.

We nailed Steve Rizzo’s brand every time creatively. With Rizzo’s talent, it was a matter of brainstorming until we had an idea and position for the creative angel of the video.

In one of the videos we had little comedy breaks that took the viewers attention away from the stage presentation segments and allowed them to escape to another dimension of video that also included his message and branding. This technique adds production value and is a great opportunity to exhibit your brand.

The Third component of a successful Inbound Marketing Video is BRANDING. What will your viewer remember about the video? Will they ask for you and remember you? Primeau Productions has produced five videos for Steve Rizzo CPAE (Counsel of Peers Award of Excellence) Hall of Fame Speaker and is gearing up for his sixth video. (www.SteveRizzo.com).

Christine Holton-Cashen (www.ADynamicSpeaker.com) is another client we helped brand and created a video around the “Christine Cashen Show.”
We used original music with lyrics to help communicate her message, a
“TV Show” opening and close as well as television segments.

We recently completed a preview video and are working on an Inbound Marketing Campaign for Eileen McDargh, CSP, CPAE (www.EileenMcDargh.com) The brand we designed for her is “Connecting in a Disconnected World”.

Another client, Barbara Glanz, CSP (Certified Speaking Professional) has been branded “Spreading Contagious Enthusiasm”.

Your personal brand identifies your uniqueness and helps your prospects remember you.

The Fourth component is to show your EXPERTISE. Floyd Wickman CSP, CPAE Hall of Fame speaker (www.FloydWickman.com) has been on the professional speaking circuit for over 30 years. His brand is his name and his experience speaking to thousands of audiences.

He is a well-known salesperson. “When the going gets tough, the tough
get back to the basics” is how meeting professionals know Floyd.

With Floyd’s video, the magic is in the script. Our expert staff of writers created a different perspective on the previous marketing campaigns. With a new creative marketing direction, the video fell right into place.

Broadcast-quality professional motion graphics and editing help carry his message and expertise in a visually interesting way throughout the under six-minute video! * Near the end we strategically placed two overlapping client crawls, which exhibit the depth of his industry expertise.

*Note: Statistics show that the average audience gets bored and starts losing interest after 10 minutes. You want your video to clearly and concisely communicate your message in 10 minutes or less.

You can see all these videos on our website www.PrimeauProductions.com.