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Videos You Need to Start Your Business

Google “marketing videos”. You’ll find hundreds of different kinds of videos, and lots of ways to categorize them. But do you really need all those videos to start your business? Of course not! That said, you’ll want to make a few videos before you start your business.

BRAND OVERVIEW VIDEO

The Brand Overview Video introduces the viewer to your business. It is designed to communicate who you are, what you do, and why you are relevant to the viewer. It should be featured on the homepage of your website, and watching it should be the first thing your viewers do on your website.

EXPLAINER VIDEO

If your business is solely product focused, you might consider making an Explainer Video instead of or in place of the Brand Overview Video. This video is designed to give a step by step explanation of how your product works and how your customers can benefit from it.

CUSTOMER TESTIMONIAL VIDEO

Okay, you can’t make this one until after your start your business. But you’ll want to make one as soon as possible, because nothing beats a story of a firsthand experience with your product or service.

BRAND STORY VIDEO

This one is not as essential to the others, but does make a nice addition to them. This video is a documentary about the beginning of your business. It adds a human touch to your brand and lets your viewers get to you and the people who make your business a success.

Those are the essential videos to starting a business. No need to wade through complicated lists of thirty-plus kinds of videos. Start with these, and you’ll be good to go for now!

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When to Hire a Professional

You know you need video. You know there are professionals who make videos. But you also know that you can make them on your own with your own thoughts and your phone’s camera. So when do you need to hire a professional? 

There are two signs you need to hire a video professional. The first is when you know you’re over or under communicating. You know your stuff, but do you know how best to describe it? A pro can help you sort it out and look at it from different perspectives by asking questions. 

The second is when you know you need to make a good impression. This one is tricky, because you know you always want to make a good impression. But to be honest, you don’t always have to be polished, and your clients don’t always want you to be polished. Sometimes, they want to see the unedited you. Other times, though, they want proof of your credibility and capabilities. On those occasions, you’ll want to hire a professional, because they can make you look like you know what you’re doing. Typically, you can get away with behind the scenes videos and quick, casual video updates on your own. Video blog content can go either way. For brand awareness content and product/service marketing, you might want to hire a professional. 


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Production Value

If you’ve ever gone into a nice restaurant, you’ll know what I’m talking about. If you’ve ever gone into a hole in the wall restaurant, you’ll know what I’m talking about. That’s right, ambiance. The decor. The music. The look and feel of the place. And if you’ve ever paid for a meal at a nice restaurant, you’ll know they charge more for that ambiance. 

It’s the same with video. If the food is the message you craft, the ambiance is the production value (which also sends a message). Some videos have great messages, but bad production value. Others have great production value, but poorly crafted messages. Obviously, the best videos (and restaurants) pay attention to both. 

But great production value takes a lot of time and money, two things you have in short supply. So I’ll be honest. I do skimp a little on production value. But not too much. So you know that when I do take some time to get the lighting right or to get a good angle, you know that it’s important. But at the end of the day, the message is what sells, so I focus on that as well. That means your video will communicate your unique value proposition as well as your professional credibility through attention to production value.

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Online Business Cards

Videos. Sky’s the limit. Jump right in. Get lost.

If you’re new to video production, it may be easy to get lost in the sea of possibilities. You can make a video of ANYTHING. That’s what makes it so daunting. It’s like a blank white page staring at you.

Instead of wading through all your options, it may be easier to think of your videos as “online business cards” that you hand out to strangers (or even familiar faces). Only instead of just putting down your name and email and be done, you have greater marketing opportunities here.

Again, your options are unlimited, so I’ll narrow it down to what I do: brand awareness videos. These are videos that position your business’s unique attributes in front of your target audience’s unique needs: In that short one to two minute video, show them how the unique aspects of your business can satisfy that craving, that urgent need, or that capricious whim. That’s a little more manageable, right?

Let’s make that more manageable. Here’s what you’ll need to know to make that video:

  1. You’ll need to know all about you.
    Think about anything and everything that separates you from your competition. Is it tangible, like a secret ingredient? or is it intangible, like a business philosophy of taking extra time to get customers’ orders exactly the way they want them?

  2. You’ll need to know all about them.
    The customer that is. Why do they do business with you? What problem in their lives do you solve? What opportunity do you present them? Where are they at in their lives?

That’s it! You’re set to make an online business card to hand out to anyone who visits your website or social media profiles!

What’s the benefit? What return do you get? Same as with a business card. Some else out there knows who you are, what you do, and why you’re relevant to them. And they know who to call when they’re ready.

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