I had never met the Fortune 500 CEO before, but he had met me. He knew my experience, was familiar with my work, and liked my style. So we had an immediate connection. He had met me through video. Though I couldn’t see him, he had viewed my television reports, which had made a strong impression.
This is a phenomenon I’ve experienced numerous times, a result of my decades as an on-air correspondent for CNBC and CNN. Today, though, one need not appear on network television news to gain the same benefit. Indeed, the influence of TV news is declining precipitously as video streaming via the web is universally embraced. Google reports over six billion hours of video are watched each month on its YouTube streams, nearly an hour for every person on the planet. Every minute, 100 hours of video are uploaded to YouTube, which is now far past its days as a vehicle for showing off pet tricks. Television networks are now streaming their programs online to try to keep pace with societal change.
This democratization of video communications means everyone and every company can be a broadcaster. Streaming video makes it possible for anyone to create a strong first impression before meeting another party by having a professional video produced and then posting it on their website.
Given the ubiquity of online video and its universal accessibility on digital devices, no marketing program is complete without a video component. Corporate videos are no longer optional. Indeed, when done properly, video is an extremely powerful tool for marketers, a potential magnet for attracting clients. This is especially true for service professionals, such as lawyers, investment advisors, accountants and physicians. Their employers must promote both their reputation and that of their professionals. So, for example, every law firm should be taking advantage of the potential of online video to market its attorneys and their skills. Just as static webpages displaying photos and bios of a firm’s lawyers and descriptions of its practice areas are considered de riguer today, the same will soon be true for videos.
Some companies are grasping the power of web videos, and already enjoying its marketing advantage. But the majority of law firms, medical practices, and investment companies venturing into corporate video are failing to tap its vast potential. Many website videos are too long, boring, poorly produced, overindulgent, and the subjects are poorly coached; high-level professionals have no business acting like used car salesmen on camera. Before an important business development presentation you wouldn’t have an amateur barber cut your hair, nor a novice tailor sew your suit. The same is true of video.
Because that first impression is so important, it is essential to work with experienced television professionals who not only have the skill and experience to deliver quality production values, but also the ability to coach professionals to perform to their potential on camera.
Web videos need not be expensive. Fancy productions are fine for splashy TV commercials, but are entirely unnecessary for web marketing purposes. Long interviews also are unneeded. Not only do most lengthy videos fail to hold viewers’ attention, but they also take too much time to produce so busy professionals should not have to sacrifice more than a half-hour for the actual shooting of a profile video. Effective website marketing videos can be produced quickly, efficiently and relatively inexpensively, if one works with a video production company that has both the experience and understanding of how to produce compelling television.
The benefits can be immense. Broadcast quality website marketing videos allow potential clients to see professionals speaking passionately about what they do best, empowering them to initiate business relationships by putting their best foot forward every time. It’s true in dating and true in business marketing, which sometimes can feel like dating: “There’s nothing like making a great first impression.” Well produced videos allow you to do just that. Contact us to produce your video.