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How To Make A Video To Promote Your Business - Yoast
How To Make A Video To Promote Your Business - Yoast
How To Make A Video To Promote Your Business - Yoast
Home » SEO blog » Video SEO » How to make a video to promote your business
Video is a useful and powerful tool to use for your marketing communication.
A video can help potential customers understand more about your business
Don’t worry! In this post, I’m going to talk you through the basic steps. By following
these steps, you’ll be able to create your first promotional video in no time. I
guarantee it will be an awesome addition to your product page and social media
platforms.
In addition, having a well-written script will help your confidence when it comes to
shooting the video. You’ll know what to say and do, which increases the chance of
a good performance.
Pathos is the emotional resonance. You want to connect your business to the
feelings of your prospective customer. This could be their pain points or the
reason why they might be seeking out your product in the first place.
Ethos is the credibility and authority your business has. This might be your
Logos is the hard facts: what your product or service actually is and does. You
should phrase this as a value proposition that ties function to customer need.
Examples
For example, you might have a B2B company that sells a plugin for international
payments. Your essential message might boil down to: “You’re leaving money on
the table because you’re not servicing international customers (pathos). We built a
product that allows you to take payments from anyone, from anywhere in the world
(logos). We have 3000 happy customers and offer the lowest transaction fees on
the market (ethos).”
Let’s look at a B2C example. Imagine your company sells jeans: “It’s hard to find
great jeans that fit (pathos). We’ve worked with thousands of people across the
world (ethos), to develop tailored cuts that perfectly fit any figure (logos).”
Write it down
Try to map out these elements for your business. See if you can get it as succinct
as possible – ideally into just a few sentences. This is the core of your script, which
you can expand with more information about your product or service. You could
even demonstrate your product, if appropriate.
So, pick a person who will read the script, then prepare to shoot your video.
Decide whether you’d rather sit or stand for your video. If you’re seated, find a
stool or a chair that will force you to sit up straight. It will look better on camera.
Line up your shot at a nice “medium” height. Meaning: head and torso are clearly
visible, and your speaker is close enough that facial expressions are easy to read.
An example of good framing for a simple A-roll shot. Image credit The New Leader
Tip: if you’re using a phone or external camera, place your laptop behind or just
below your camera. You can display your script on the screen and use it as a
teleprompter!
Phone:
FiLMic Pro
ProMovie
If you’re shooting with your laptop, there are a ton of good free recording apps out
there to help you.
Desktop:
QuickTime (Mac)
OBS
Soapbox
mmhmm
If you are using another camera, YouTube is your friend. There are tons of great
tutorials online.
Don’t forget to look into the camera when you’re speaking. And try to be animated
and engaged! Lots of big smiles and positive energy will make a better impression
on your audience.
What sort of B-roll you have to shoot, depends a lot on the particular product or
service you offer. If you sell a physical product, you may want to get some close-
up shots of the product itself. If you sell a software product, screenshots of the
dashboard for example are more appropriate. And, if you sell a service, you may
want to get some general shots of yourself or your team at work. This will give
potential customers an idea of the attitude and style of your business.
Product close-ups
Display your product in a neutral, well-lit space. Make sure you get lots of different
angles and types of shots. Always film more options than you think you need. Use
a tripod if you have one. This will keep your footage as stable as possible.
Screencasts
If you’re promoting a software product, you’re going to want to show off its
functionality and UI. In order to do this, you’ll need a good screen capture tool.
Thankfully, there are tons of easy to use desktop and cloud apps available. Try out
a few! Find the one that’s most intuitive to you.
Camtasia
Screenflow
Soapbox
QuickTime
Bear in mind: you’ll probably have to zoom in a lot on your interface to make it
visible for viewers. Why? Because your video will typically be watched within a
smaller 640px wide frame, rather than full-screen. Try to show one thing clearly
with each shot, and demonstrate the product in action.
Desktop apps:
iMovie (Mac)
Cloud apps:
Canva
ClipChamp
WeVideo
Wave.video
Smartphone apps:
LumaFusion
Premiere Rush
InShot
PowerDirector
Next, include some of your B-roll on top of the other footage to add visual interest.
You could also use B-roll shots to hide any awkward jump cuts. They will ensure
that your video flows smoothly, while showing off your product or service at the
same time.
Once you have a basic cut that you’re happy with, you could elevate things even
further by adding visual effects.
Canva
Kapwing
Wave.video
Promo
Powtoon
Once the audio is in place, you’re good to go! Upload your video to your website,
YouTube, and wherever else is appropriate for your business. Just make sure you
implement video SEO to get your video ranking! The Yoast Video SEO plugin can
help you drive traffic to videos on your website:
Get the Yoast Video SEO plugin and drive more traffic to your website:
Phil Nottingham
Phil Nottingham is a marketing strategist who specialises in video
SEO and brand strategy and search engine optimization.
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