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Multimedia Marketing: How to Plan, Produce and Promote Your Company Video

Online video is a great way to position your company online and increase engagement with your brand. Here's how to get started.

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Engagement is a critical success factor for business. Particularly as it relates to online involvement.

On average users visit a website for 48 seconds. That time increases by 5 minutes and 5 seconds when the website has a video, which means that online video is 8.33 times more efficient than text.

Approximately fifty percent (53.5%) of the population and 70.8% of internet users (up 7.1% from 2011) will watch online video in 2012. Shouldn’t they be watching yours?

If you’re ready to create a marketing or promotional video for your business it should be engaging.  Some company videos utilize an intro from you (the CEO), an animated “how-to” story line, a public service announcement, or a commercial. Whichever format you choose, online video is a great way to position your company online and increase engagement with your brand.

Here’s how to get started.

Behind the Scenes

Determine clear goals for your company’s use of online video. Start by searching for examples of the type of formats you like before requesting quotes from media company or freelancers.

When you are ready to hire a company to produce your company video, be sure to:

1. Check out their reels. Compare one company’s reel to others based on their specialty. Do the skills measure up in the work they’ve showcased?

2. Pay attention to third-party recommendations. Ask for a client roster and observe. Do they have an impressive client list of legitimate testimonials?

3. Ask for references. While online recommendations are great, nothing beats a client reference you can call to hear about their experience for yourself.

We’re Rolling!

Before you hire a production company, research pricing bids. Compare apples to apples to ensure you aren’t getting taken advantage of during the process.

Also, keep an open mind. It may take two different companies to get the job done as not all companies can take on a project from concept to completion. For example, you may need to hire a freelance scriptwriter first, and then go with a production company to bring your script to life.

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