I just read a puff piece on LinkedIn about how every website NEEDS (his empahis not mine) online video.  It was put out by a guy who, amazingly, is a partner at a company that makes online videos.  The title of the piece was 3 Reasons Every Website NEEDS Custom Marketing Video Today! Of course it had to have an exclamation point at the end of it (!).  Gotta have one of those.

If you write with hype, you often, in my mind hurt your credibility and the issue that you’re addressing.  The title is wrong - not every site NEEDs custom marketing video TODAY.  Most probably don’t and that will continue into the future.  That being said, online video can be a geat tool and is often overlooked and underestimated.

Knowing this, I responded with a new post on LinkedIn that I figured I’d share.  Just a quick set of pointers on what to look out for if you’re looking to use video successfully for your company site, blog, or product minisite:

1) Compelling Content

Whatever you’re having produced, make sure that it satisfies the needs of likely viewers. They don’t have to hear stories of the life history of the company or overly technical jargon as intro pieces. The video itself needs to give the viewer something that they need from the site or something that they can use.

Product demos are something that is needed. It’s something can show actual usage of the product,which, in itself, can answer a lot of questions that could be asked during the sales cycle. And of course, the video can also be placed on YouTube and elsewhere.

Client testimonials can be useful for prospective clients as long as they’re short and sweet. They can be especially effective if the viewer knows of the company or the speaker that’s giving the testimonial.

2) Effective Participants

Wooden speakers, people who continually bob their heads in any direction when they speak, and those that slouch as if they’re watching a rerun on TV at 2:00 in the morning need not apply. Or at least be edited out enough to not cause much damage. Otherwise it will seem amateurish.

People can be trained to perform better, but make sure that videos are created with limitations on poor performers. We’ll all seen people on video who act like robots or clowns. Avoid having that on your website.

3) Dedication

This morning I went to a site for a company that I recently discovered. They seem to have a great concept for what they do. When I went to their About section, I was told that they’d be opening up several new facilities in 2008. That’s ridiculous. An inexcusable…especially if they’re looking for investors.

Video is the same way. Make sure that it is relatively recent or at the very least relevant. Don’t have the CEO (or anyone else) be talking about an upcoming event, product release, or new development if it happened during the Clinton administration. Or for that matter, during the Bush administration.

4) Professionalism

Do it yourself videos often cause more harm than good. Dimly lit echo-chamber somewhat fuzzy videos work OK for company parties or for showing off one’s new puppy on YouTube, but it won’t work on your website. Think about it. Terrorists make demands on videos like that. Don’t use the same method. Don’t wing it. It will show. Believe me.

You’ll need the right lighting for the occasion. Warm colors for testimonials or sharp, bright video for product demos.

Microphones are a must. No shouting please.

Cameras that, well, focus. Meaning indoor/outdoor. For close ups and for distance.

In other words, hire a professional or basically don’t do it. You’re making a presentation to the world with online video.

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