Leveraging Video for Your PR/Marketing Strategy
In 2010, the PR Director of the health IT association I worked for asked me to shoot video of staff and members. I did a double-take. I was a managing editor. Magazine articles, case studies, blog posts, Newsletters, books if you needed prose, I was your guy.
But video? My “qualifications” included being a classic movie buff and serving as director of shaky, out-of-focus snippets of my kids taking their first steps.
However, there was no budget, no oversight, and no expectations of success, so I agreed to do it. I was given a cheap handle-held camera, a tripod with a bum leg, and best wishes in finding my own editing software. I figured I would muscle through a couple of videos before this nascent program was quietly smothered in the crib.
Six years, 230+ videos, and one association award later, I’m a video evangelist. Here’s why video could be one of the most versatile tools in your marketing/PR arsenal:
Video is a powerful tactic on its own. I can quickly shoot and edit testimonials, as well as impactful messages and perspectives from thought leaders. For example, I shot 20 minutes of video for an Amendola client, and was able to edit a half-dozen distinct videos for them to use over the course of months. YouTube is the second largest search engine on the Internet, after Google. In addition, 70% of the top 100 search listings on Google are videos. More than 92% of B2B customers watch video online, and 75% of executives watch work-related videos on business-related websites at least weekly, according to Forbes.
Video seamlessly integrates with other tactics. Video can make your other PR/marketing tactics press releases, social media, and media pitching stand out from the crowd. For example, video increases email open-rates by 96%.
Video is cheap, easy and fun. With a one-time $300 investment and a bit of experimentation, I had portable film studio and am able to create professional-looking video clips very quickly and on the fly.
Forget big budgets. With minimal investment and technical know-how you can create a robust, creative video program that will give the rest of your PR/Marketing tactics a much-needed shot in the arm.
Check out some of the client testimonial videos I’ve created, using footage captured at HIMSS.
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