Is it necessary to have video?
It is not essential to have video to promote your organization – there are many successful businesses who do not have any video.
That said, video will definitely enhance your Internet presence and your ranking on search engines. As it is relatively easy and inexpensive to add a video to your website, there is no reason not to make use of it.
Videos are typically hosted on a service like YouTube or Vimeo and then embedded in a page on your website. So you get double search engine exposure as it were. So whether someone searches on YouTube or Google, in both cases you will be found.
The About Us Video
Just how much and what type of video is right for your organization?
It depends on the nature of your organization. It is a good idea to start small, to get your feet wet as it were. A good starting point is to add a video on your website’s About Us page. After the home page, the about us page is typically the page people turn to next. This About Us video should tell the viewer who is behind the website. It can be quite personal in nature. People are more interested in getting a sense of who you are than whether you have made a glitzy video production.
There is quite a learning curve involved in making a good video. So if you are only going to make the one About Us video, it is better get an expert to do it for you.
Another easy addition to your website, somewhat related to the About Us video, is testimonial videos. These are easy to do as no one expects the client to be a professional actor.
Multiple Video Scenarios
For many organizations it makes sense to create several videos. Here are some examples:
- You might have a yoga school for example. Then you could add regular yoga lessons on your website. This could be a lucrative extra income stream for you.
- A realtor could post videos for each of his or her listings.
- If your website is about nutrition, you could add videos about how to prepare specific dishes.
- If you manufacture or sell products that are complicated to use, then how-to videos will be very helpful for your clients.
- Not for profits can create video public service announcements.
- Authors can create video book trailers for each of their books.
- Project-specific videos are a great way to announce and promote an upcoming event or project.
Clearly the list is almost endless. If you see multiple videos in your organization’s future then it is worth tackling the learning curve. Even if you still subcontract the work out, it is good to be knowledgeable about the process.
The Online Business Case
If you have an online business that sells products or services, then video is even more important.
Having a mailing list on your website is a key marketing tool for most online businesses. In addition to the about us video and all the other types we have mentioned above, you need to create videos that will encourage people to sign up on your mailing list.
Considering that people might find you on YouTube first, you need to have a video there with an action line encouraging them to go to your website. Then on your site, you need to have a video as part of your landing page that showcases what people will get if they sign up on your mailing list.
Once they sign up, you can add another video on the confirmation page, thanking them and possible even offerings some upsell opportunity.
Doing it yourself
If you are a small organization, or if you are just tickled by the idea of creating videos, then you can certainly do it.
You can start simple with your smartphone, and free video editing software that came with your computer.
There is some merit in getting someone with experience to help you with the first video at least.