People searching for solutions online are consuming video content at record levels and the trend doesn’t show any side of reversing any time soon. If you haven’t produced any video content for your business, you need to start doing so ASAP.
Here is a formula that even the most camera-shy, non-technical person on the planet can follow to produce some very professional-looking and useful video content that will help drive traffic to your website and convert that traffic into leads and customers.
By following the steps below, you’ll be able to produce a video like this one for your business:
In order to make great videos, you will need some basic equipment, but it probably won’t cost you nearly as much as you think. Here’s what you’ll need:
Here’s some of the equipment I mentioned in the video from the lesson. You don’t need to use the exact equipment listed below; this is just what I personally use.
|Cannon Vixia HF200: This camera shoots great high-definition video and has a plug for an external microphone, which is absolutely essential for producing high-quality sound. Buy it used or refurbished to save money.|
Low-budget option: If you have an iphone, the video camera on the phone will work in a pinch. Just hook up an external microphone to the phone so you still get the high-quality audio.
|Audio-technica ATR288 Microphone: This microphone system comes with a wireless mic, and a handheld mic which is great for doing interviews (think video testimonials). Having an external microphone is a must–people associate high-quality audio with high-quality video.|
Low-buget option: The Audio-Technica ATR-3350 is a wired microphone that only costs $17. The wire tends to get in the way, so I think the wireless option is worth the extra money, but this will work fine if you’re on a tight budget.
|Targus TG-P60T Tripod: This is a professional-quality 60-inch tripod that should meet all your needs. It’s only $35 on Amazon and also available at Walmart.|
Low-budget option: Get the Ravelli APLT2 49 and save $15 or so. You can also get a mini-tripod for a smartphone if you are using a phone to record the video.
|ePhoto Green Screen stand with lighting: Not everyone will need a green screen, but they’re not that expensive and will allow you to do some very cool effects.|
Low-budget option: It’s not recommended, but you could just get the green screen without the lighting equipment and rig up your own lighting.
Video Editing Software
|Sony Movie Studio Platinum Suite 12: This video editing software will allow you to do everything you need to create very high-quality videos. It’s easy to learn even for someone with zero experience (like me).|
Low-budget option: You can use the basic video editing programs that come with Windows or on a MAC to do some video editing, but I suggest buying some professional editing software.
If you are willing to buy used or refurbished equipment, you can get everything on the list above for under $1,000. You will then have your own professional in-house movie studio, and you’ll be ready to take your video marketing into high gear.
Think about questions your customers or prospective customers frequently ask you (or questions that they should ask you). Write them down and then add a few bullet points under each question about how you would answer the question.
Practice talking through your answers so that you can remember what you want to say in response to each question. Your answer should take no more than 2-3 minutes to talk through (if it’s longer, break it up into two questions).
Hand your list of questions to an employee. Sit down in a well-lit area (or stand outside) and set up the camera facing you (make sure the light is in front of you rather than behind you). Clip on the external microphone, and test the audio to make sure it is recording properly.
Have your employee sit or stand next to the camera. Press the record button, and then have your employee ask you a question from the list. Answer the question while talking to your employee. Don’t look at or acknowlege the camera, simply look at your employee. Pretend they are a customer and you are simply answering their question.
When you are done answering your question, stop the recording. Repeat the process with the rest of your questions.
Now it is time to edit your video. As long as you answered each question in one take, this process will be very easy, but if you really don’t want to mess with it just go to www.fiverr.com and hire a video editor.
If you’re doing your own editing, transfer the video files from your camera to your computer. Take the file from the first question and plop it into your video editing software. Then, grab an image file of your logo and put it in front of the video file so that the video opens with your logo on the screen for a few seconds.
Now, type out the question that your employee asked you into a blank section of video in between your logo and the video file. Leave that on the screen long enough for people to read the question.
Next, use your editing software to cut out the part of the video at the beginning where your employee asks you the question, so that the video actually begins at the point where you begin answering the question.
At the end of the video, create a transition that fades to black and then add your contact info or a call to action that stays on the screen for several seconds.
Once you’re done editing the video, render it in mp4 format using your editing software. Save the video as a template in your editing software. You can now edit the rest of your videos using the same template–all you need to do is change the question at the beginning and replace the video footage in the middle. Once you’ve set up this template, it literally takes less than two minutes to edit a video.
Your completed video should look something like this:
Once you have your edited video file in mp4 format, upload it to your company YouTube channel. Add a keyword-rich description of the video and include a link to your website at the beginning of the video (this is indexed by Google and will help your SEO). You can also add any annotations, notes, or clickable links to your video using YouTube’s editing tool.
Last but not least, embed the video on your company’s website using the embed code from YouTube (you can have your webmaster help you with this if necessary). Don’t forget to share it on social media also–video content on Facebook and YouTube gets much more engagement than other types of content.
Once you’ve made a few videos using the steps above, you may want to try some advanced twists to the “FAQ video” format. Here’s a few that aren’t too complicated:
If you are answering a technical question, or if your answer would be enhanced by some type of visual demonstration, then consider using b-roll. This is what video producers call footage that is used without sound while a voice-over plays over the footage.
To produce this type of video, simply follow the steps outlined above. However, after you’ve recorded your answer to a question, follow that up by recording whatever visual demonstration needs to accompany your answer.
In the editing process, combine the video from the b-roll with the audio from your recorded answer (consult the user manual for your editing software for exact steps as to how to do this).
Your finished video should look something like this:
If you sprung for the green screen and lighting kit, you can use these to do all kinds of fun things with your video. However, one simple edit is to record the video in front of a green screen and then use the chroma-key effect in your video editing software to replace the green screen with a white background. This will make your videos look a little more professional.
Here’s an example:
If appearing on-camera just isn’t your thing, another option is to use animated explainer videos to promote your business. You can find many providers on fiverr.com that can help you produce these kinds of videos. All you need to do is provide the script and instructions about what you want in the video, and they’ll do the rest of the work.
Here’s an example of an animated explainer video: