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HOW-TO: Create a Business Promo Video
+Chris Mohritz | [email protected] | #IdeaToOperations
An Introduction to Explainer Videos
OUR JOURNEY
● Write a script● Record the voiceover● Create the visuals● Edit for effectiveness● Add music and sfx● Publish it
We’ll jump right inFeel free to ask about my background after session
METHODOLOGY BASED ON...
“How to Create Your Own Promo Video”blog.kissmetrics.com/create-your-promo-video
WHY VIDEOIt Works
THE 24/7 ELEVATOR PITCH
● Leverage!● Anti-bounce● videobrewery.com/blog/18-video-marketing-statistics
WHAT IS AN EXPLAINER VIDEO?
● Overview what your product or service does● Not a sales pitch● Audio/visual of how you solve their problem● Typically first video of yours they see
Goal: answer all of your prospectsmajor questions and concerns
MARKETING IS A SERIES OF STEPS
Typical explainer video
TRY A TAG TEAM (STEPS EXAMPLE)
Home Page Product Page
Explainer Video
Anti-Objection/ Testimonials
Video
PROFESSIONAL EXAMPLES
Contractor Portfolios● ydraw.com● demoduck.com● seanduran.com● epipheo.com● adtoons.com
● explendidvideo.com● videojeeves.com● videobrewery.com
Live Sites● line25.com/articles/20-creative-examples-of-intro-videos-in-web-design
STEP 1: SCRIPT Create a Story
DO YOUR HOMEWORK
● Keyword research (adwords.google.com/ko/KeywordPlanner/Home)
● Keywords will help define your content● Find an existing video to model● Survey your audience
TIPS (SCRIPT)
● Script is most important part ● Shoot for 60 secs (2 mins max)● 120-150 words (per min)● Don't outsource writing script (you know
your business & customer pains best)● Use short, jargon-free sentences● Speak directly to viewer (you, your, etc.)● Get an outsider to review (multiple times)● Focus on essentials, skip the rest● Use a storyboard format
STRUCTURE
● Start with a “pattern interrupt” (NLP)● Explain the problem● Explain your solution● Explain how it works● Explain what the viewer should do next
Mix in a touch of humor to get them smiling
STEP 2: VOICEOVER Tell the Story
TIPS (VOICEOVER)
● Use a decent microphone● Should be able to hear tonal inflections● Record in a quiet, echo-free space● No (distracting) background noise● Speaking energy level at or above viewer’s
DIY TOOLS
Software● audacity.sourceforge.net (free)● techsmith.com/camtasia.html (30-day trial)● apple.com/mac/garageband (mac)
Hardware● bluemic.com/yeti ($100)● plantronics.com (AUDIO 655, $40)
OUTSOURCE
● mikeobrianvoiceovers.wordpress.com● voices.com● voicebunny.com● fiverr.com (spokesmodels)● craigslist.org● Family / friends
STEP 3: VISUALS Boost Visual Engagement
PICK A VISUAL FORMAT
● Animation (live not feasible, simplify)● Live (physical products, more personal)● Screen capture (demonstration)● demoduck.com/2013/03/live-action-vs-animation-explainer-video
TIPS (VISUALS)
● Create visual impact for the script● Keep it simple, essential elements only
STOCK MEDIA
● videohive.net● istockphoto.com● shutterstock.com● pond5.com● gettyimages.com● t3licensing.com● footage.net
DIY TOOLS
● Your smartphone or flip cam● goanimate.com● powtoon.com● google.com/apps (slide presentation)● prezi.com (slide presentation)
STEP 4: EDIT Remove All Distractions
TIPS (EDITING)
● Use smooth transitions● Nothing fancy● Don’t distract from the script● Slow playback speed if speaking is too fast● Clean up speech (no “ums”, pauses, etc.)● Remove any reasons to tune out
DIY TOOLS
● techsmith.com/camtasia.html● adobe.com/products/aftereffects.html● sonycreativesoftware.com/vegassoftware
STEP 5: MUSIC & EFFECTS Boost Emotional Impact
TIPS (MUSIC & EFFECTS)
● Create audible impact for the script● Don’t distract from the script● Smooth out harsh audio levels
STOCK AUDIO
● audiojungle.net● audiomicro.com● tunefruit.com● premiumbeat.com● audiosparx.com● royaltyfreemusiclibrary.com● pond5.com● beatsuite.com● stockmusic.com
STEP 6: PUBLISH Share it With Your Audience
TIPS (PUBLISHING)
● MP4 format● High Definition (1280×720 or higher)● Use keywords: title, description, tags● Title must match content● “Bounce” is bad● Always be Testing (ABT): track, tweak, test,
repeat
HD is a must for “live” videos
GET THEM TO WATCH IT
● Avoid autoplay (with exceptions)● Give them reason to watch (conversion-
rate-experts.com)
HOSTING SERVICES
● youtube.com● wistia.com● vimeo.com
RESOURCES
LIKE A BOSS
Take it to the next level…● andyjenkinsblog.com
SUM IT UP
● Its way easier than you think● There are tons of resources available● Give yourself a starting point (to model)● It’s not the video quality ...its the script● Solve your viewers problem● Keep it under 2 mins● Don’t forget the call-to-action
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