When you finally decide you want a marketing video for your website, you have several choices. You can do it yourself, outsource to a video provider, or do a mix of both. Before you decide, you should be aware that there are pros and cons of
do-it-yourself
video.
- Personalized – a do-it-yourself production can provide a very personal feel where the business is communicating directly to the viewer to build rapport.
- Over-eager – some businesses like the idea of a video concept so much, they dive in with both feet without a lot of preparation. This can mean disastrous results in the end video product that could be bad news for your brand and take more time and energy to fix problems afterward.
- Technology – almost anyone with a smartphone or webcam can create a video today. But just because the technology is available does not necessarily mean it is ideal for creating the best marketing video. Quality equipment and editing tools can be a more substantial investment than some businesses may want to make.
- Script – while you may have a target audience profile and a marketing message, putting together a script is not always easy. There are certain flows and transitions that work well for an online video, while others would not.
- Audio – using the voice of the business owner, manager or key employee is a great concept, as long as the voice work is done properly and the speaker can clearly communicate. Some people speak very well face-to-face, but may not come across very well in an audio recording.
- Music and effects – having a music track of some form is typically a good idea for video, but choosing the wrong music can make your video look unprofessional. The use of special sound effects can add emphasis when needed for certain points in the video, but be careful not to overdo the effects.
- Persuasion – you may want to bombard your viewer with facts, or present glowing reviews and awards to show your business has credibility. You may also want to highlight specific products or convey an emotional story about how your business has helped others or the community. Carefully choose the type of persuasion you wish to use to influence the decision of the viewer.
- Time – the effort involved in putting together a quality video can take away from other areas of the business. Consider your time and resources and compare that to the costs of using a partner. In many cases, it might be more economical to use a video services company to put the project together.
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