The Marketing Video Every Business Should Have

About Us Video SamplesYou’re interested in a particular company so you head to its website. You hit the home page… maybe you move on to the About Us page.

If company leaders have some marketing moxie, you should have run into their video by now. If not, you’re probably trying to decide whether or not it’s worth your time to read all that text.

This is what people are faced with everyday when they visit your company website, so why haven’t you produced a video?

Expense

I don’t buy it. Our prices start at less than $1,000, and you can find some who’ll do it for even less. Still too expensive? Fire up your iPhone and produce your own.

Nobody will watch

Seriously? You know it in your gut… people are more likely to watch a video than read text. Your gut’s not good enough? Google the countless studies that back up that feeling. While you’re at it, look at study after study demonstrating how many people are watching online videos.

I’m not good on-camera

Put a talented storyteller to work and they’ll figure out a way to make you look and sound good. Still not convinced? Who says you have to be on-camera? There are plenty of creative ways to produce a video where you never appear in the video.

Why Video makes sense

An About Us video is a great way to make a good first impression. It gives you an opportunity to talk directly to people who are interested in your company. You can show them what it is you do and what makes your business so good.

An About Us video brings your company to life.

–Tony Gnau

Serving Customers Before Yourself

Screen shot 2013-02-10 at 7.24.26 PMIt’s funny… we produce PR and marketing videos for businesses all the time, but ask us to do one on T60 and it always seems to get put on the back burner.

I don’t think that’s unusual. No matter what product you produce or service you provide, if there’s a way it can help you and your business, you’re probably the last one to get it.

Customers come first

Why? It’s not because we don’t value our own product. It’s because we value our customers first.

I’ve been trying to produce a new “About T60” video for months. Every time I’m ready to start, either the phone rings or an email pops-up from a client needing help with something.

throwing down a gauntlet

Don’t get me wrong, it’s a good problem to have. We’re here to serve them and their needs. This is the week though. I’m throwing down a gauntlet for myself. I’m getting this video done!

There’s a renewed sense of urgency since we’re just about ready to go live with our new website. Seems pretty silly to launch a new website featuring all sorts of great videos and not have a shiny new one for us.

What sort of internal projects have you set aside to serve your clients? Any advice you can give me to focus and get this sucker done!?

–Tony Gnau

DIY Marketing Videos Need Expert Help

Screen shot 2013-02-06 at 8.01.58 PMI’ve been blogging a lot lately about when DIY videos are okay. My theory is if you’re a tiny business with zero marketing budget, by all means produce your own videos.

On the other hand, if you’re a more established company, it’s better to turn to a professional storyteller.

I think the subject has been on my mind a lot because I’m basically putting my money where my mouth is. No, I’m not turning to someone else to produce a video on T60. That’s crazy talk. I’m talking about web design.

When I started T60 eight years ago, I sat down at iWeb (does Apple even make that anymore!?) and created the company website. Honestly, I think I did pretty darn well for a novice, but creating it and updating it over the years meant me learning a lot about web design and stumbling my way through it.

Thankfully, T60 has come of age, and in the next couple weeks we’ll be going live with a new website… one produced by pros.

Julie at We Cre8 Design and Brian at Net Elevation have done an incredible job. They’re the reason I’ve been thinking so much about DIY lately. They created something I never would have been able to do on my own. They’re the pros, and I’m glad I turned to them.

I’ll take expert help over ineptitude any day.

–Tony Gnau

Content Is King… Blah, Blah, Blah

crownWe’ve all heard it before, but it’s true. Content is becoming a more and more valuable tool for businesses, and the better they do it the better it makes the company look.

It’s one of the biggest reasons to make sure you’re picking a good storyteller to produce your videos. You want to create content that’s going to appeal to your clients and prospects. I’m sure Ted in accounting puts together some terrific home movies, but we’re talking a higher degree of storytelling sophistication here.

A quality storyteller will be able to take what you want to communicate and deliver it in a way that draws in an audience. There’s no point in creating content for content’s sake. You want something that will connect with people.

I guess the point is that content isn’t king… quality content is king.

–Tony Gnau

Amateur Videos Not For Established Companies

Tony_smileLast week I was blogging about when it’s okay for a business to produce its own videos. Basically, it boils down to budget and size. If you’re a small business owner with zero budget for marketing, please feel free to produce your own stuff. Everyone else… you should look for a video pro.

What I didn’t get into was WHY everyone else should get professional help. So… here it is…

You want people to take you seriously. You want clients and prospects to look at your company and have a sense of confidence. You want them to look at you as professional.

Your reputation is on the line

So why would you entrust your company videos to non-professionals? Video has never been more accessible to the masses. Anyone with a smart phone can shoot, edit and post videos to the web. The problem is most of what they post is garbage. Not exactly the image you’d like to give people about your company.

If you’re a small shop and people know and understand this, an amateur video is kitschy. It can work to your advantage.

If you’re a solid business with an earned reputation, an amateur video is cheap… and it makes you look that way.

Show some pride and find a video pro to tell your stories. They get paid to make your business look like it deserves that reputation.

–Tony Gnau

A Lesson In Competition From Jim Harbaugh

Screen shot 2013-02-03 at 10.37.09 PMI’m not supposed to like Jim Harbaugh, but I do. I’m a Trojan after all. I won’t go into the details because they’re irrelevant here, but suffice to say Harbaugh has few USC admirers after his tenure as Stanford’s head coach.

The reason I’m a Jim Harbaugh fan and was disappointed to see the 49ers Super Bowl comeback fall short is because of what he taught me as a teenager. It’s stuff I carry with me to this day and makes a difference in my business.

Jim taught me to compete

I was a good athlete growing-up, but I wasn’t the best. I supplemented my football training at a place that held classes focused on balance. We performed all sorts of exercises while balancing on beams and balance boards. Among the athletes taking the classes were a few of the Chicago Bears… including a backup quarterback named Jim Harbaugh.

I was the only high school kid in the group. Everyone was else was either a pro athlete or a college athlete looking to go pro. Needless to say, I felt like somewhat of an outsider.

Everyone was nice, but I always felt like they were going easy on me. Everyone accept one guy. You guessed it… Jim Harbaugh.

Screen shot 2013-02-03 at 10.36.15 PMJim was always competing, and it didn’t matter if it was against one of his teammates, or Tony Gnau from Lake Park High School.

He also pushed me just as hard as he pushed everyone else. While my balance may have been good, these guys were bigger, stronger and faster in every other respect… and I took a beating.

Jim never let me back down. Whenever he saw my spirits faltering, he was right there in my face encouraging me to keep going. I’ve never forgotten those lessons.

life lesson pays off

Looking back, moments like those helped propel me into Division I college football. On the surface, I wasn’t talented enough to play at USC, yet I played all four years.

Eight years ago I left TV news to start my own business. I had zero business experience. Yet, here I stand today, making a living doing what I love on my own terms.

I don’t want to give you the wrong impression. I don’t owe it all to Jim Harbaugh. There were plenty of people along the way who helped shape my character, most importantly my mom and dad, but he was one of those people.

Believe in yourself and work your butt off. That’s a recipe for success.

–Tony Gnau

American Airline’s New Look Video

Picture 1If you hadn’t noticed, American Airlines recently changed its logo. I was pretty surprised when it popped up in my Facebook feed.  I like it.

A logo change is usually a big deal for a company. All new stationary, business cards, all sorts of stuff needs updating. Now imagine you have a fleet of passenger jets. Yikes!

American Airlines produces good Videos

American is pretty good about using video to inform its passengers. They produced one of my all-time favorite corporate videos, and the latest one involves giving their planes an all new look (VIDEO). While it’s not exactly award-winning storytelling, I enjoyed it and learned some interesting things.

That’s what video can do for you as a business. American picked a subject they thought would interest people (painting a plane) and delivered content to satisfy that interest.

What’s something you’re doing at your business that might peak someone’s interest?

–Tony Gnau