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This is the first article in a series on preparing videos for use on the web. Mobile and regular web browsers are increasingly expecting to find video on your blogs and websites. Video marketing, done professionally, can really help you market your business online. Is all of this free? What skills do you need? What new companies offer helpful services? We’ll examine these and other questions as we take a look at the fast emerging world of online videos.

by Scott Frangos

Marketing studies show more web surfers (and particularly mobile device surfers) are looking for videos that entertain and inform. How can you make your own? Sure, you can use the video function on your phone, camera, or even buy a video camera — but if you’re in business, will the result look professional?

Short answer — No. Amateur video looks, well, amateur. However, with the right planning, and set-up, you could add some locally shot video to pre-shot professional sequences and end up with a workable ad. You might wonder if blogs really need good video content? Well, aside from the marketing aspect, you can really use them to make vivid points, to introduce yourself to your readers, for tutorials, and more.

Like to see an example of professional looking video on a website? Hop on over to Junta42, the search engine for content marketing and custom publishing. Joe Pulizzi, founder and chief content officer has a nice clip on the home page featuring himself explaining the concept and introducing you to the site.

I asked Joe how he got it done. “Online video specialist Jim O’Hare helped me produce the videos. We rented out a studio for about 2 hours and took the recording with us. Everything was done on a white background, with teleprompter and everything. Then Jim and team went to work to create the final product. Most of the cost associated is in post-production, which is why we took the final video and did it ourselves,” Joe explains.

Results? “The results have been terrific. Every event we’ve gone to we’ve received positive feedback about the videos. It presents us as a professional and credible company. I think most important, though. It easily helps people understand what we are trying to accomplish regarding content marketing. I can’t express the importance of adding video to your blog or website,” Joe concludes.

Ok, now you know a bit about how Joe does it, there are online tools to help you do it too.

Two Online Video Service Providers Compared

Let’s consider two competitors, with different approaches, in the online video creation (and distribution) business — here’s an overview chart:

Note that each company may charge extra fees for formating your video for web use.

These two services could help you prepare your ad for online, search placement, and even on cable and TV. If you’re going to the expense of creating a video — why not run it online and off? EZshow.com offers “the first Web 2.0 video ad-builder for advertisers (or ad designers) to mass produce online video ads for use anywhere on the web.” SpotRunner offers a large database of customizable, pre-shot video spots.

Above, it’s easy to find an ad for your business by quickly looking at the hundreds of “spots” available at SpotRunner.com.

So what’s the best recipe for a winning video marketing effort online? First, remember, I’m not talking about video blogging or “vlogging”, as it’s also known. There is a place for it in online marketing, but for this article we’re talking about using professional techniques for a professional result.

Here’s a recipe for affordable, but professional video ads:

• Write up a script and concept for your ad. If you’re doing a version for TV placement, time tor the length of the spot.
• Get footage shot professionally, either original shot at your location, or “stock” footage like that available at Spot Runner
• Do high-quality “post-production” work. If you do it yourself, to cut costs, run it by a few people with a good eye for commercials, and give them permission to tell you the truth. If they don’t like it — do it over
• Consider professional voice and acting talent. These folks cost a bit, but we’ve all seen the the business owner that tries it themselves and falls flat on their face.
• Budget around $1000 (see table above). Sound like a lot? It’s actually about 10% of what professional commercial production company would charge.

There you go — a recipe, and two companies that help to create your video for online promotions (and off) professionally, and affordably. But to stand out from the competition, it’s not going to be free. Nothing ever is, and if you value your time, even using home video “costs” you for your own work. If you value your reputation, then you’ll want to do it right.

Do you have an online video you’re proud of? Hey… leave us a link to it in the comments below (your site link will also show up under “conversation”, in sidebar at right).