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Think the typical price tag for creating a professional promo video is out of reach for your startup or business? Join us for an informative workshop that includes tons of insider tips on how you can create your own promo video in a few weeks and with a measly $100 budget.
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HOW-TO: Create a Business Promo Video
+Chris Mohritz | [email protected] | #IdeaToOperations
An Introduction to Explainer Videos
OUR JOURNEY
● Write a script● Record the voiceover● Create the visuals● Edit for effectiveness● Add music and sfx● Publish it
We’ll jump right inFeel free to ask about my background after session
METHODOLOGY BASED ON...
“How to Create Your Own Promo Video”blog.kissmetrics.com/create-your-promo-video
WHY VIDEOIt Works
THE 24/7 ELEVATOR PITCH
● Leverage!● Anti-bounce● videobrewery.com/blog/18-video-marketing-statistics
WHAT IS AN EXPLAINER VIDEO?
● Overview what your product or service does● Not a sales pitch● Audio/visual of how you solve their problem● Typically first video of yours they see
Goal: answer all of your prospectsmajor questions and concerns
MARKETING IS A SERIES OF STEPS
Typical explainer video
TRY A TAG TEAM (STEPS EXAMPLE)
Home Page Product Page
Explainer Video
Anti-Objection/ Testimonials
Video
PROFESSIONAL EXAMPLES
Contractor Portfolios● ydraw.com● demoduck.com● seanduran.com● epipheo.com● adtoons.com
● explendidvideo.com● videojeeves.com● videobrewery.com
Live Sites● line25.com/articles/20-creative-examples-of-intro-videos-in-web-design
STEP 1: SCRIPT Create a Story
DO YOUR HOMEWORK
● Keyword research (adwords.google.com/ko/KeywordPlanner/Home)
● Keywords will help define your content● Find an existing video to model● Survey your audience
TIPS (SCRIPT)
● Script is most important part ● Shoot for 60 secs (2 mins max)● 120-150 words (per min)● Don't outsource writing script (you know
your business & customer pains best)● Use short, jargon-free sentences● Speak directly to viewer (you, your, etc.)● Get an outsider to review (multiple times)● Focus on essentials, skip the rest● Use a storyboard format
STRUCTURE
● Start with a “pattern interrupt” (NLP)● Explain the problem● Explain your solution● Explain how it works● Explain what the viewer should do next
Mix in a touch of humor to get them smiling
STEP 2: VOICEOVER Tell the Story
TIPS (VOICEOVER)
● Use a decent microphone● Should be able to hear tonal inflections● Record in a quiet, echo-free space● No (distracting) background noise● Speaking energy level at or above viewer’s
DIY TOOLS
Software● audacity.sourceforge.net (free)● techsmith.com/camtasia.html (30-day trial)● apple.com/mac/garageband (mac)
Hardware● bluemic.com/yeti ($100)● plantronics.com (AUDIO 655, $40)
OUTSOURCE
● mikeobrianvoiceovers.wordpress.com● voices.com● voicebunny.com● fiverr.com (spokesmodels)● craigslist.org● Family / friends
STEP 3: VISUALS Boost Visual Engagement
PICK A VISUAL FORMAT
● Animation (live not feasible, simplify)● Live (physical products, more personal)● Screen capture (demonstration)● demoduck.com/2013/03/live-action-vs-animation-explainer-video
TIPS (VISUALS)
● Create visual impact for the script● Keep it simple, essential elements only
STOCK MEDIA
● videohive.net● istockphoto.com● shutterstock.com● pond5.com● gettyimages.com● t3licensing.com● footage.net
DIY TOOLS
● Your smartphone or flip cam● goanimate.com● powtoon.com● google.com/apps (slide presentation)● prezi.com (slide presentation)
STEP 4: EDIT Remove All Distractions
TIPS (EDITING)
● Use smooth transitions● Nothing fancy● Don’t distract from the script● Slow playback speed if speaking is too fast● Clean up speech (no “ums”, pauses, etc.)● Remove any reasons to tune out
DIY TOOLS
● techsmith.com/camtasia.html● adobe.com/products/aftereffects.html● sonycreativesoftware.com/vegassoftware
STEP 5: MUSIC & EFFECTS Boost Emotional Impact
TIPS (MUSIC & EFFECTS)
● Create audible impact for the script● Don’t distract from the script● Smooth out harsh audio levels
STOCK AUDIO
● audiojungle.net● audiomicro.com● tunefruit.com● premiumbeat.com● audiosparx.com● royaltyfreemusiclibrary.com● pond5.com● beatsuite.com● stockmusic.com
STEP 6: PUBLISH Share it With Your Audience
TIPS (PUBLISHING)
● MP4 format● High Definition (1280×720 or higher)● Use keywords: title, description, tags● Title must match content● “Bounce” is bad● Always be Testing (ABT): track, tweak, test,
repeat
HD is a must for “live” videos
GET THEM TO WATCH IT
● Avoid autoplay (with exceptions)● Give them reason to watch (conversion-
rate-experts.com)
HOSTING SERVICES
● youtube.com● wistia.com● vimeo.com
RESOURCES
LIKE A BOSS
Take it to the next level…● andyjenkinsblog.com
SUM IT UP
● Its way easier than you think● There are tons of resources available● Give yourself a starting point (to model)● It’s not the video quality ...its the script● Solve your viewers problem● Keep it under 2 mins● Don’t forget the call-to-action
