Whether you run an online business or a brick and mortar store, there are a number of great reasons to incorporate video on your website. The interactive nature of videos will make your website more interesting and engaging than text alone. Video allows you to convey a personality and brand for your business, as well. If set up correctly, videos are also excellent tools for driving traffic to your website and enhancing your search engine optimization (“SEO”).
With all of this said, simply throwing any old video content up on your site isn’t enough to make a difference in your business or brand. In fact, if the video is not compelling, it might just be a wasted effort. If you want to capture website users, make a genuine impact, and stay top of mind with potential clients, your video content has to be rockin’.
Here’s the good news: in five easy steps, this is completely doable:
1. Devise A Clear Plan
The best website videos are well thought out and well planned. While experienced presenters may be able to wing it, this is not an effective strategy early on. Before you film, devise a clear plan. Your plan should include: a well developed script; a solid understanding of the brand you want to convey; a tone that your readers will identify with; and your filming logistics (equipment, location, outfit) so you can get right to it when you are ready to film.
Two quick notes here: first, while you will want to develop a script, you never want to read on camera. The exercise of developing the script ensures that you are familiar enough with the content that you can present it organically and effectively without notes in front of you. Second, do not feel intimidated by the filming logistics. You will not need expensive equipment (or any equipment, really, as long as you have a laptop with a camera) in order to make great videos.
2. Offer Great Content
A lot can be left to your imagination when it comes to videos for your website. After all, it’s your website. You can decide the look and feel of the videos and what you want to convey through the videos. But, there is absolutely no substitute for great content. Whether the information you are presenting is substantive or merely an overview about your business, the content you offer should be smart, interesting, and of value to the website user. The content should be characteristic of you and your business, too. When you plan out a video for your website, ask yourself whether your prospective clients would truly be interested and engaged in the content you are creating (and before you answer “yes,” connect with a friend or mentor who is familiar with your prospective clients to get some candid, objective feedback).
3. Master A Powerful Delivery
As we said upfront, video affords you an opportunity to really capture the attention of anyone who comes across your site. If you’ve followed these steps so far, you’ve taken care to plan and craft great content. Now, it’s your responsibility to share the content in a way that is intriguing and engaging. While each of us will have a different presentation style, certain presentation qualities are a must. You should speak in a slow and deliberate manner. Bring energy and enthusiasm to your videos. Share your message with strength and conviction. Delivering your content powerfully is the best way to excite your audience, capture potential clients, and keep people coming back to your site again and again.
4. Refine Your On-Camera Body Language
In our day-to-day interactions, body language plays a critical role in the impressions we make on others. On-camera body language is equally important. For a polished presentation, maintain good posture, make deliberate eye contact with the camera, and use gestures strategically (but not excessively) for emphasis. As a tip, until you are exceedingly comfortable on camera, remain standing while you film. This will maximize your good posture.
5. Be Bold
On camera and in person – be bold. When you stand before your website users and potential clients on camera, they are ready to listen to you. They want to follow you. Use this to generate strength and confidence. A few moments on YouTube reveals that there are literally thousands of videos out there on any given topic. There is a lot of competition. What are you doing to ensure that you stand apart from the crowd? What makes you different? If you can show the world that you are boldly, brilliantly, and uniquely you, you will be a force to be reckoned with.