These short web clips were intended to share video footage of our new baby with our extended family, but with the reach of the internet they have taken on a life of their own. My wife posted them on to Yahoo video so family could easily see them. Last night one was chosen to be a Featured video on the Yahoo site. In the span of six hours close to 15,000 people had watched the video. 

As a result, this is how our business has benefitted:

- in the span of a day, our business name has been seen by 15,000 unique visitors

- our website has had hundreds of unique hits

- there are now many new subscribers to our channel, which allows for future communication

None of this was planned and I am not writing this article as a “how to” create traffic to your site or utilize web video. It is the personal lesson that I received about the potential power and size of the market that I think is important. Your customers are all on-line and are waiting to be attracted.

Millions upon millions of people are searching out web video every single day in a variety of different locations. People are coming to expect to see video that entertains, informs and connects. If you are not utilizing web video for your small business then you are not in the game. As each day goes by it becomes clearer and clearer that the winners in a chosen field will be utilizing video in some capacity.

It is exciting to have that many people view something we created, but it is not as effective as the videos we rely on everyday to sell our services. Having a featured video is like buckshot, while well-planned targeted video, which is placed so potential customers can view it, is like an arrow. It won’t be seen by as many, but it is far more effective in it’s path.

And who knows, maybe a video you create will be picked up and seen by the world.

Video house tours are taking advantage of the latest technology. Since 80% of all potential homebuyers start their search for a new home on the internet, it is crucial that a realtor’s web presence is as helpful, pleasant, savvy and welcoming as it can be. Using video to showcase a house allows potential buyers to get a true feeling for the property. Virtual tours, picture slideshows and stand alone photos can not give a viewer the sense of being on the property like video can. Often times they are disorienting, confusing and unattractive. A video tour is an open house walk through done from a distance. It’s weeding out the serious from the not so interested.

The time will come when a majority of homes will be showcased on-line through video. As more and more dollars move out of print advertising, more and more will be invested on the web. Video tours will become commonplace. Only the smartest offices are taking advantage of it now. For what most realtors spend in a month of print advertising, a video tour, which can stay up week after week, month after month with no additional cost, is a mere fraction of the price.

Presently, I charge $250 for each tour. This includes the shoot, the hosting and supplying the link, which you can post and submit anywhere you like. Other web videographers around the country are charging similar fees. This is short money for a service that lasts as long as the house is on the market. How much does it cost for your ad to appear in the local paper every week for six months?

Check for video tour companies in your area. If you have one locally, begin to offer tours to your sellers. They will thank you for showcasing their homes in such a way. You will also find that the buyers you attract will already be interested in the home after having their interest piqued on-line.

If there are no local video tour companies, hire a traditional videographer to shoot the film. It should cost you between $100-$300 and then send it to us. We can edit it, host it and broadcast it to the world. The real estate business is changing and it is important for you to be leading the charge. Video tours are a small investment for a very powerful return.

It can not be argued that our family life, how we relate and how we remember has changed dramatically over the last fifty years. In this age of faster everything, overbooked schedules and jet setting lifestyles, the fabric of family life has been stretched as thin as an old pair of gym socks. Even though the days are just as long as ever, it seems our collective mantra is “Not enough time.” If you don’t think you even have enough time to brush your teeth, how could you ever find time for Grandpa’s stories?

Oral tradition- which once was the very bedrock of our culture- is withering and dying on the vine of life. Knowing who your family was, where they came from and what, individually and collectively, they faced in their lives allowed people to be rooted in a constantly evolving web of life. Once you stop sharing, talking and, most importantly, listening, you cut yourself adrift from this web and you feel disconnected.

We will never go back to those days sitting on some porch talking the night away and that is alright. In many respects, it probably wasn’t all that great anyway. But we do need to continue to connect, sustain and celebrate who, what and where we come from. Grandpa’s stories have the power to teach, guide and entertain you. A person’s story, any person from young to old, is important. It is their very essence. Upon hearing a person’s story, you will forever carry them with you.

I ask you all to start putting our technological dependence to good use. I am not just talking about playing games on your cellphone while waiting at a bus stop, but something far more important and longer lasting. Begin using your video camera to capture your elder relatives life stories.

It’s a simple process. The hardest part is setting aside the time to listen. It can be as easy as setting up the camera, asking the questions and filming the results. The picture is not as important as the words. If you begin to re-connect to your family through this process I promise it will pay off more and more as the years go by. The video you create will be important today, but in the years to come it will be a treasured family heirloom.   

We were going to have to give up Riley to a better home (meaning any home other than ours) because he was getting too hard to handle. With three sons, my wife and I already are pretty overwhelmed and Riley was the tipping point. I got in touch with Joe because I really didn’t want to face the boys and tell them that I was giving away their dog (actually giving away their dog again, but that is another story I won’t get into here.)

After one session with Joe, Riley was better. Actually we were told that Riley was great all along and that my wife and I were the bad ones. After accepting the shame of my poor pack leadership skills, I began following what Joe advised and Riley just kept improving. After three sessions, Riley was like a whole new dog and I believe our collective future is now bright. I look forward to him not barking in my ear whenever I get a chance to nap or dragging me down the street whenever he sees a squirrel ahead.

I am now working with Joe to create promotional DVD’s for his business. In a case like Joe’s, video really shines. If you were to look at the printed information that Joe hands out, it is virtually no different than the three dog trainers I went to before him. There is no way for prospective customers to see how good he is at what he does. If Joe stays with only print/radio he is just another dog trainer. With video, Joe is able to demonstrate how he is an expert in his field.

Video allows Joe’s clients to see what he does, how to do it themselves and how their dog should be reacting. If you are good at what you do video will be your best friend, because it showcases your skill, passion and expertise better than anything else. Customers get to see you in action and they make their own impressions.

Our first project with Joe is an informational video. This will include his overall philosophy of working with dogs/people, techniques for success and the reasons why he does what he does. The target market for Joe’s initial video is his past, present and future clients. This video will serve as a valuable reference tool for those he works with and secondarily will serve as a marketing tool to prospective clients. DVD’s- especially well planned and informational ones- have a funny way of migrating around and spreading the word about your business.

If you have information that you teach to other people do yourself a favor and make a video. Whether you want to use it just with your clients or you want to sell it to the general public, video helps to promote and spread the good word of your business faster than anything else. By the way, did you know a wolf pack leader eats up to twenty pounds of meat in one sitting. I guess I’m really not cut out to be a pack leader because sometimes I can’t even finish a Quarter Pounder.

1. Get’s It- Upon hearing of my profession, they jump up and down excitedly. Often times they will kiss me and sometimes this makes me uncomfortable. These are the people that are ahead of the curve and they need no convincing for them to understand the power of video. Usually they are the ones to contact me to see how they can begin today. 

2. Get’s It with Convincing- Usually heavily invested in print/radio and are initially afraid of moving those dollars around. In many ways, I enjoy these people best. In the course of our conversation I am able to witness their realization of the powerful opportunities that exist with video promotion. I was talking with a motel owner last week that fits this mold. This is a breakdown of his part of the conversation.

• “No, I am not interested in doing that right now.”
• “I can see what you are saying, but I am spending $2000/month in SEO and can’t afford anything else.”
• “Huh? How much would it cost me?”
• “I want my manager to introduce the video and have shots of the pool, the rooms and, oh yeah, could we include the BBQ area because that really. . . “

I believe this is the category where most people fit. These are good, honest people who are interested in bettering their business, but are not fully up to date with what is going on. Once they learn of the powerful reach of video and the low cost, especially compared to print, a whole new world opens up to them. These same clients are the ones who become regulars of mine. They love the idea, love the results and love the process, but don’t feel fully comfortable doing it all on their own.

3. Won’t Get It Until 2018- These are the same people that have not updated their website since it went live in ’97. It doesn’t matter what you say, they will not be trying anything new until the trend is set in stone. They danced to an eight track player when the other kids had walkmans, used a rotary phone when cordless phones were going cellular and kept a pair of MC Hammer pants far after grunge had come into fashion. No matter how you explain video marketing to them they won’t go for it.

I encourage all of you to assess where you fit in. If you have even bothered to go on-line, come to my blog and read this post, chances are you fall into one of the first two categories. Always keep an open mind, do your research and examine the latest trends that can help your business propel itself forward. Video works on the web and through DVD. I would love to hear what you think by leaving a comment.

For corporations, who already can pay for TV production and exposure, the jump into web video has been simple, but who is Average Joe business guy going to turn to when he wants to create and upload a clip highlighting his Mom and Pop restaurant? Right now, he doesn’t have many options.

The day is coming when web sites will be video based. Most sites will be reaching out to you through video messages, promos and introductions. The market to create these clips will be huge, because a businesse’s on-line presence will depend on them. It is the natural progression of web design.

To create this type of video requires a special skill set. Traditional videographers have the camera and production skills, but lack the marketing know how to draft an effective minute long clip. Advertising/Marketing agencies can create the message, but most firms don’t have videographers in waiting. In order to respond to this demand a change of course is going to be required and a new field created.

E-commerce and the internet just keep unfolding new opportunities. It is similar to when the automobile first became accessible to the masses. In a short period whole new industries- tire manufacturers, repair garages, Fuzzy Dice producers- sprung up nationwide. Web videography is a specialized profession that will cater to this new demand.   

- video expedites buying decisions by 72% versus print

- six times as many people prefer a video to printed information.
- 97% of videos are watched at some point.

- 94% of video direct-marketing recipients will pass their copy along to another viewer.
- 82.6% of people are more likely to buy from a site with streaming video

- 68.4% of people are more likely to buy a product/service after watching streaming video

Web sites today are little more than on-line direct mail; they are static, often clicked off of quickly and lifeless. Video breaks through all of these barriers. Just the simple act of including a video clip on a website brings a face, voice and presence to a small business. People do business with people. Video removes the facelessness and unknown from a company campaign and allows customers to connect.

For beginners, the proper planning before you shoot can alleviate a lot of the editing work. Here are some tips that will make your job easier.

1. Have a point- Be very clear on what you want to accomplish. If you were to drive cross country you would take time to map it out. Spontaniety and video sometimes work, but for small business video marketing it usually is unproductive. Have a point, plan it out, then your video editing will be greatly simplified.

2. Think linearly- The easiest way to create an effective clip is to think in story mode- introduction, message, conclusion. Don’t complicate it. This can be as simple as introductory text, message from you and call-to-action conclusion. Simplicity works best in editing.

3. Don’t be flashy- Video editing programs can be daunting to a newbie because there are so many options. At the same time, most programs can be simplified to cut and paste and drag and drop.

4. Be excited- When you first start working with any editing program you may feel like a nuclear physicist. The displays can overwhelm, but it really is quite simple when you learn the basics. Don’t get discouraged, but committ to learning the ropes.

5. Help me- There is tons of on-line help, tutorials, video tutorials and forums to check into. You can find the information you need. There are also professionals you can consult with for hourly fees. Any question you have, from the simple to the complex, can be answered.

Here is a really complete list of the different software programs out there. If you have bought a computer in the last 5 years there probably is already something installed for you to use.

Roll up your sleeves and give it a whirl. You will be surprised how simple, yet effective it is.

1. Story good, selling bad-Blatantly pushing your product/service will have viewers jumping to a new page. We are inundated by sales messages seemingly every moment of every day. People will not choose to watch them if given the choice. Think of building relationships by including some type of personal story or desription. The idea is to help customers understand you or your business better. This comes through giving a glimpse of who you are.

2. You can smell a rat from a mile away- Speak honestly, from the heart and people will hear you. We all know when somebody is being sincere and when they are not. Do not try to be something that you are not. Be yourself. Video clips do not have to be dramatic, complex or state of the art. They have to be real. It is just like your person to person dealings. When you are true, honest and empathetic, people want to do business with you. Good video captures this.

3. Don’t try to be Spielberg- Most of you are probably saying, “I would never or could ever be Spielberg. I can’ t even operate my home video camera.” You only need basic equipment and a desire to expand your business. Think simplicity, think basics. Flashiness is not needed here. You are striving to help customers connect to you and your business, not sell the next blockbuster.

4. Bad lighting turns Cinderella into a hag- You don’t need to know much, but you must stay aware of the light when you film. Along with some basic sound, which many consumer cameras already have built in, lighting is the other main consideration. Natural lighting can work very well, but then you are committed to filming outside. If filming outside, take into account where the sun is. Try to film in mid morning or late afternoon when the light is a little softer. Keep the sun to the camera’s back. I would also invest in lights- whether it is two or three of them. They are relatively inexpensive and with some basic knowledge you can be a film pro. Shadows, darkness and strong light are your enemies.

5. Keep it short- In most cases, think no longer than a minute or maybe two. There certainly is a place for longer clips, but those should be reserved for specific pages. Brevity works well because you can capture attention, drive your point home and wrap it up while customers are still engaged. If they click off of a long video due to boredom that hurts your cause. Short, sweet, to the point- it’s a formula for success.

6. Failing to plan is planning to fail- A storyboard is an outline of what your video will cover. It includes your message, the visuals and any text additions. Think of each clip like a book. It should have an introduction, body and conclusion. Your storyboard may be as simple as writing out, “I will sit in front of the camera, in the living room chair, introduce myself and state the mission of my business.” The only limit is your imagination, but you will be well served if you map out your route first. It can be kind of daunting sitting in front of the camera saying to yourself, “Now what did I want to say.” You don’t need to write a script, but at least know your point.

7. Huh??? What did he say? – Probably doesn’t need to be explained in depth, but your sound quality should be great. If you are filming in a controlled environment- meaning living room or conference room- and you are positioned within shouting distance of the camera (which you should be because zooming is a no-no for web video) most quality consumer cameras built in mic should be adequate. If in doubt, buy an external mic. You can get one for cheap and you won’t have to worry about the sound quality. Check to make sure your camera has an external mic input.

8. Smile, smile, smile - I am not the smiling type. Ask to take a picture of me and immediately my face will distort and become unrecognizable. I am not talking about fake smiling- like Herb the used car salesman- but genuineness. Slow down, there is no pressure. Putting a video together is on your own timetable. Take a few deep breaths and enjoy the experience. I mean it. If you enjoy filming it, people will enjoy watching it.

9. No this is not X-rated – Let your passion show. It is one of the most important things you can do. Have you ever seen a speaker who enthralls you. If so, she was in touch with her passion. It’s like “getting into the zone”. I am sure you can remember times in your life when your speaking- even just in casual conversation- was coming from a different place. Get in touch with that spot deep inside and use it. You are passionate about what you do and people have to see that dripping off you. How you demonstrate that passion varies from person to person, but you need to be excited to tell the world about your message. Passion is contagious.

10. Everyone can see it -Do yourself a favor when first fiddling around with web video, convert everything into Flash. If you don’t use Flash you will have to think about other formats, who can see them, who can’t see them, adding links to downloads, etc. . . Converting into flash is easily done. There are many programs out there and the cost for the download is nominal. Here is one program that will allow you to convert most any file into Flash format.

11. I hate asking for help, but. . .  – Don’t be afraid to call in professionals for some or all of your project. Web video is a new industry so you might have to hunt around a bit, but there are plenty of people you can call upon. Traditional videographers can help with filming, editing and possibly production. Ask for pricing and be specific on what you are looking for. Be a good comparison shopper. Run your project idea past your web designer before you start. That way you will have an idea on how it is going to fit into your overall site. Ask questions, be specific and know what you want.

When you plug into our outlets they are so loose that the plug doesn’t stay in and, if it does, it will usually flicker on and off. It is hard to read when the lamp is flickering on and off. That is why my reading is limited to daylight hours.   

Building up a small business requires solid connections with customers. These are relationships which, if tended correctly, will reward you with repeat business, referrals and a thriving company. If you don’t reach out to customers and build a connection then your bottom line will be flickering as much as one of the lamps in my house.

Utilizing video- both on the web and in DVD format- is a prime way to let people know who you are, what your business aims to do and how you can help them. It is an opportunity to catch their attention briefly enough to show them why they should do business with you. Whatever your field, there is competition and when you utilize web video clips, DVD portfolios and video business cards you are sticking your head out from the crowd.

People want to connect with people so you already have that to your advantage. You will not find someone who will say, “I chose to send my business to that guy because I know absolutely nothing about him.”

The fact is the more people think they know you, the more likely they will be to send you their business. I am not talking about sharing your deep down secrets with the world- it’s not an Oprah thing- but rather using video to do what you do with customers every day. You tell them, show them and prove to them that you are worth doing business with. By utilizing video, you are only able to extend the audience you are trying to reach. Check your outlet. If it is loose, fix it right away.