Online Video: Tips and Tricks

Online video is hot. It's a great way to increase credibility and improve your image. And it provides great "Google juice," helping improve search engine rankings.

To learn more about this tool, I spoke with Nancy Marmolejo, founder of VivaVisibility (www.vivavisibility.com), a marketing consulting firm for entrepreneurs. Nancy shared some tips for making the most of your online video. Here are some highlights of our conversation.

Kay: Why is video so "hot" today?

Nancy: It's a great marketing tool. Video can help build the "know you, like you, trust you" factor so essential to business relationships.

I've experienced this firsthand. I did five videos on how to make friends on Facebook. Each is about two minutes long. I posted them on my website, YouTube, Facebook and a few other places.

The results were dramatic. People started passing them around. The hits on my website and my business went through the roof. Those videos dramatically increased my credibility and visibility. The ROI was amazing.

Kay: It seems there are several reasons for that. One, you had a timely topic. Two, you presented the information in bite-sized chunks. And three, Im sure you did a quality video.

Nancy: Yes, those are keys. People love "how to's." So think about what is baffling people and show them a solution.

And studies show that six minutes is max for online video unless it is compelling. So keep it short and simple. I prefer two minutes or less.

Kay: How difficult is it? How much do you need to know to create a video?

Nancy: In effect, if you know how to use a digital camera and edit a Word document, you can transfer these skills to video. It's not a big deal.

Kay: What about the equipment?

Nancy: First, I do not like webcams. People tend to sit too closely to them and, all too often, the background is messy. If you don't have to use a webcam, don't. If you have no other choice, at least make sure the background is clean. Or put the webcam onto your laptop and go outside for a natural background.

Also, I recommend starting with something like the Flip Camera. These cameras are designed for web-ready video. They're easy to use and have a USB connection, so you just point, shoot and upload.

The camera has a built-in mic, but you need to keep the camera close to you and tape in a quiet location. Otherwise you'll pick up background noise. As you progress, you might want a more sophisticated camera and wireless mic.

Also use a tripod, which costs only about $20 to $50. Get one that is at least 5 feet tall.

Kay: What about the background?

Nancy: Pay attention to your surroundings because you don't want people to be distracted. You want people to focus on your message, not on what is going on behind you.

I prefer natural lighting, so take a few test shots during the day. Do a lighting check. If you're indoors, you can improve the lighting simply by using a few inexpensive torchiere lamps. Put the lamps, which provide indirect lighting, about 10 feet away from you.

Kay: How can you make the video interesting? I don't like talking heads.

Nancy: Used properly, movement and energy can add a lot. Maybe you can angle yourself a little or walk into the frame. You can use a handheld mic to make it look like you're a reporter. Or do a demonstration.

Kay: What are the most common mistakes people make?

Nancy: The most basic mistake is not considering your overall impact. Your "look" needs to be consistent with your personality and your message. So comb your hair and choose a nice setting. Do not wear a headset or clothing that is too loose. It appears bulky on video.

One caveat: People don't look good from a low angle. So aim the camera at eye level or even above your subject. You can also put something under the tripod to raise it above the five-foot level, or sit on a stool.

Kay: What if you don't like the result?

Nancy: If you plan your video carefully, you reduce the need for editing. So keep it simple and practice the segment.

If you still want to make some changes, there are several good editing programs. I use Windows Movie Maker, which came with my computer. Camtasia is also popular and has a free trial. Check out several products until you find one that suits you. Or you could hire a college student or virtual assistant to do the editing.

Kay: Any other tips?

Nancy: Another mistake is that people don't think about what they are marketing. Each of us has something to share with the world, our "medicine" and I don't mean aspirin. I mean "medicine" in the Native American sense of a special gift you carry with you. It's important to connect deep down inside to get that sense of mission.

What you have to say is important. It is the driving factor behind everything. Video is just a tool. The essential thing is to anchor all your marketing with your whole sense of your purpose.

Resources

Nancy has a free seven-part audio course on "7 Quick and Simple Tips to Stand Out and Sizzle as a Sought-after, Recognized Expert." To get your copy, go to www.VivaVisibility.com.

Her Media Ready Intensive program helps people produce the best possible video. For more information, visit www.MediareadyIntensive.com

©2008, Communications Plus

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—Kay Paumier, Communications Plus