How to Create a Successful Marketing Video For Your Business

When it comes to creating videos for a small business, I typically find there are a couple of common thoughts going through the minds of most company owners.

1) Is video marketing really going to produce the results I want for my business?

2) How much time and money am I going to have to invest into creating a marketing video?

These are both very good questions and before getting into something like video marketing, you as a business owner should have a thorough understanding of exactly what you are going to get out of the process.

These uncertainties also boil down to a series of sub-questions. For instance:

  • How much money is this going to cost me?
  • Will I have to appear on camera?
  • How do I know I’m not getting ripped off?
  • How much time will this take and how much of my day is going to be interrupted?
  • Will anybody actually watch my marketing video?

With all of this in mind, it’s no wonder that just about anybody would have to think twice before deciding to go forth with something as uncertain as video marketing! What it also means is that you should be as informed as possible about the video production process and know what competencies to look for when hiring a video marketer.

Here are a few things to consider.

First, successful video marketing is about a lot more than just putting together a nice flashy final product. In fact, having something that looks nice and flashy shouldn’t even be one of your primary concerns. Yes, having a professional looking final product is important but there are certainly other things you should be more concerned about. After all, if you have the absolute best looking video in the world but nobody watches it past the first ten seconds, how much value is it really delivering?

An excellent marketing video follows this process:

1) The video marketer(s) learn everything they can about your company.
2) The highly engaging script for the video is written.
3) The actual marketing video is created using visuals, voice-overs, animations and/or live footage.

Here is a summary of the process.

Learning about your business
In order to be effective, the video marketer must learn as much as they can about your business. Starting with questions like, who will the video actually be selling to? Who makes up your target market? What terminology does this demographic understand? The video script must be written in a way so that it speaks directly to these prospective customers.

Next, the video marketer must learn about your business entirely. What makes you unique? What problems do your customers come to you with? How do help them?

In order for the marketing video to be effective, it must be relevant to you and your company. This valuable information can only be obtained through in-person or phone meetings. Simply filling out a questionnaire cannot provide the video marketer with enough information to do a good job.

Writing your video script
Next, before any filming, animations or other work is done – the most important part of your video has to be created.

The sales script.

And yes that’s right – not just ‘the video script’. This highly engaging script must be designed to do two things specifically.

  • Grab the viewers attention and hold it for the duration of the video.
  • Convince them to take some sort of action after watching the video.
  • One without the other simply isn’t good enough. This is where many marketing videos fall apart and where business owners start to wonder if investing their time and money into a marketing video really was a good idea, because their video is not achieving either of these.

    Make sure your video marketer knows how to do both of these things when inquiring about script writing.

    Producing your marketing video
    Finally, after a satisfactory script is agreed upon by both parties, your marketing video can start being created. The great thing about technology in today’s age is that your entire video can be created without a camera ever having to be pointed in yours, or anyone’s direction.

    In fact, your entire marketing video can be created using screen capture software such as Camtasia with the image part of the video being nothing more than a colourful PowerPoint or Keynote presentation.

    Of course, your video can also be a combination of this and live footage.

    Overall, as long as you follow these three things, your marketing video is much more likely to be successful. The most important item to remember, is that you do not want your video to be a commercial all about you and your company. Make it about your customer instead. After all, they are coming to you because they want help solving their own problems. So let them know exactly how that is going to happen.

    You Need Insurance Regardless of Your Business

    While it might be comforting to think that insurance is something that only the big companies need to worry about. Insurance is something that all businesses need to worry about. Indeed, the smaller you are as a business, the more vulnerable you are to a wide array of risks that can only ultimately be dealt with by adequate business insurance protection.

    When you run your own business, you take on obligations and responsibilities above and beyond that of the average citizen. In fact, it can be seen as somewhat of a double-edged sword. On the one hand, you probably go into business hoping to make a profit doing something you love while providing a benefit to others. On the other hand, all those others are affected by what you do — good or bad. It’s the latter that can get business owners into trouble if they don’t seriously think about serious business insurance protection.

    Let’s take small business liability insurance as an example. Without this form of insurance protection, a business owner is putting themselves in unneeded and unnecessary financial risk.

    Small business liability insurance is that which essentially protects a business from the threat of a lawsuit. It differs from other kids of protection many individuals might already be familiar with because it covers assets from the risk of being attacked by a claim of misconduct carried out by you or your business. If somebody decides to sue your business, not only could you be on the hook for the damages awarded, but the legal fees involved can often be staggering, even if the lawsuit is frivolous. Things like small business liability insurance, as part of a comprehensive business insurance package, are meant to deal with just such instances.

    If you don’t think that your business is at risk like this, you might want to reconsider. No business is too small or irrelevant to be untouched by the risk of a lawsuit. In fact, the smaller you are, the less you’ll be able to count on your own resources to address the crisis of a legal proceeding, or the damages awarded as a result.

    Perhaps for no sector of business is this reality more apparent than with small offices providing services of various sorts. While the amount of resources at your disposal is tight, the extent to which you may have an impact on the public is very considerable. And the extent to which that same public can come back and bite you can be similarly considerable, too. This goes for real estate professionals, management consultants, tax preparers, lawyers, doctors, and so on. No one is immune from the threat covered by business insurance that includes things like small business liability.

    No matter how competently you think you run your business, how much emphasis you place on customer satisfaction, how well thought of you are in the business community, or the lengths to which you strive for excellence and achievement in your profession, you can be hit by a lawsuit. And, very often, you won’t even have seen it coming. Even some service provided as a sub-contractor for someone else can be seen as having done harm to someone. If that someone decides to sue, there are costs that have to be covered. Good business insurance will cover it. More specifically, good small business liability insurance will cover it.

    Let’s take the management consultant industry as an example of where business insurance that includes small business liability is necessary.

    The duties and responsibilities associated with the job of being a management consultant are considerable. In such a capacity, you use your expertise in the field of management to advise people professionally on a whole range of matters related to the proper running of a business. This can includes things as simple as staffing to something more sophisticated like public relations. Good management consultants provide a professional service noted for the extent to which comprehensive solutions are offered to meet challenging business environments.

    This is precisely why management consultants need to be covered by good business insurance that includes small business liability insurance.

    The extent to which their advice and solutions impact people can be almost limitless. In fact, if you tried to figure out who might sue you for advice you gave a client, you might never be able to do it. There will always exist people who simply perceive themselves to have been hurt by something you did. And they’ll sue you for it.

    Alternatively, even the best management consultants make mistakes. Sometimes they could have legal ramifications. Other times, they could have professional ramifications. Indeed, things like errors and omissions insurance or professional liability insurance exist because professionals make mistakes. Not only do they make mistakes, but they make mistakes that violate the professional principles involved in their industry. It happens. It’s why even management consultants need good business insurance and liability protection.

    Of course, whether you’re a management consultant, real estate agent, tax lawyer, or healthcare specialist, the specifics might be different, but the insurance risks are much the same. As small business owners with offices that need to be protected from the threat of financial loss, business insurance and small business liability insurance is simply a smart solution to that end. They literally help protect the small guy and gal from the swamp out there that could digest everything they’ve worked for. And that swamp could include the unwanted lawsuit.

    Las Vegas Shopping – THE Place to Shop

    Many things come to mind when thinking of Las Vegas. Sprawling casinos, world-class shows, a hotel strip like no other in the world – and lots and lots of fabulous shopping. From the glamorous Forum shops with top designer names to the open-air Premium Outlets with great deals on brand-name merchandise, shopping in Las Vegas is as fun and unique as the city itself.

    Some of the hotel shopping on Las Vegas Boulevard is an absolute must, as much for the surroundings as for the boutiques themselves. A great place to start on the strip is the Forum Shops at Caesars Palace (3500 Las Vegas Blvd S.) Even if you don’t spend a dime you will enjoy the architectural details of this famous shopping venue. Designed to reflect the grandness of a Roman street, this shopping arcade features marble statues, a massive atrium with a domed skylight, and the much-copied sky painted ceilings that make it feel like you’re outside even though you aren’t. The shopping is also pretty remarkable. There are over 160 stores including mall favourites such as Gap, Victoria’s Secret and Abercrombie & Fitch, alongside top international luxury brands like Gianni Versace, Louis Vuitton and Roberto Cavalli. Notable boutiques include the chic fashions in Nanette Lepore, the incredible bags by Balenciaga, and the trendy pieces in Intermix. You will find fashions for your home as well, from the handcrafted crystal at Baccarat to the sleek designs at Nambé. If you hit the jackpot, the Forum Shops are the place to splurge – and so is the extraordinary collection of boutiques at the Wynn Esplanade in the Wynn Las Vegas (3131 Las Vegas Blvd S.) Oscar de la Renta features classic couture and shoe lovers particularly will enjoy the sexy styles on display at Manolo Blahnik. If you REALLY hit the jackpot you could even treat yourself to a shiny new car at the Penske Wynn Ferrari Maserati dealership.

    For more great shopping and opulent settings, head to the Grand Canal Shoppes at the Venetian Resort & Casino (3355 Las Vegas Blvd S.) It has a canal complete with crooning gondoliers, cobblestone walkways and a re-creation of Venice’s famous St. Mark’s Square. Shoppers are serenaded by musicians, jugglers and various entertainers as they stroll along the canal. There are plenty of luxe labels to browse including Burberry, Jimmy Choo and the stylish and sexy designs at bebe. If you want to pamper your skin, the luxurious soaps, lotions and fragrances at Acca Kappa are simply divine. Other highlights include the one-of-a-kind porcelain designs in the Lladro boutique, and the acclaimed panoramic photography in the Peter Lik Gallery. Other notable shopping on the strip can be found at the bustling Miracle Mile Shops at the Planet Hollywood Resort & Casino (3663 Las Vegas Blvd S.) which offers hip stores like H&M, Marciano and Ben Sherman.

    There are some gigantic malls in Vegas and shopaholics should prepare themselves for a shopping extravaganza at Fashion Show (3200 Las Vegas Blvd S.) At nearly 2-million-square-feet with more than 200 stores, this shopping centre is one of the biggest in the US. Located in the heart of the strip, this mall features an 80-foot retractable runway for the fashion shows that run regularly. You’ll find renowned department stores such as Saks Fifth Avenue, Macy’s, and Bloomingdales, and cutting edge shops like Zara, Betsey Johnson and Ed Hardy. And there are plenty of popular chains like Hollister, J. Crew, and Ann Taylor. More in the mood for Old Navy than Emporio Armani? Then check out The Boulevard (3528 South Maryland Parkway.) Just minutes from the strip and downtown, it is the second largest mall in the city after Fashion Show, and features a Sears, JC Penney, and many other mall favourites.

    Off the strip, head downtown to the Las Vegas Premium Outlets (875 South Grand Central Parkway.) This open-air shopping venue has over 150 stores with a mix of brands, many of which are unexpected for an outlet. The uber-trendy on a budget will love browsing through the fashions at Dolce & Gabbana, Michael Kors and A|X Armani Exchange. Need to accessorize? Head to Kate Spade, Coach or Cole Haan. From sportswear at Adidas to crystal at Swarovski, this is outlet shopping that really delivers the designer goods. There are also lots of upscale finds at the Fashion Outlets of Las Vegas (32100 Las Vegas Blvd S.) located about 40 miles south in Primm, Nevada. Shuttles are available from the MGM Grand Hotel, the Miracle Mile and Fashion Show (round-trip fare is $15.00 and includes a coupon book.) Highlights include Neiman Marcus Last Call and the Williams Sonoma Marketplace, which is worth the trip itself for deep discounts on high-end kitchenware.