5 Tips for Creating Effective Video for Your Business

by Ashley Russo & Marta Countess

Why do I need to do a video? I don’t want to be on TV!

The answer is simple — It’s important to do something that helps you stand out.
Emmy award winning television producers, Marta Countess of Countess Communications and Ashley Russo of ASR Media Productions, both based in the Lehigh Valley, sat down to offer their top 5 tips on the importance of business video.

1 Know Your Audience

Ashley: The way people view media and video has changed dramatically in the last decade. In the age of Instagram, YouTube, and Snapchat, attention spans are shorter than ever before and people often choose what to watch based on accessibility and duration.

Marta: You don’t have to wait to be picked by the traditional media for an interview. Instead, you can create and “publish” content on your website and share it on social media. Your videos and other media content can position you as the obvious expert and build an audience.

2 Find Your Voice

Marta: As a business owner, you already understand how important it is to develop your brand identity. It is the strength of your brand that compels people to work with you and buy from you. It goes well beyond your logo and your business card. Online video is an excellent way to build the strength of your brand. When you use video, they learn about your personality, about what you do, what types of services or products you offer and get some insight into your brand’s goals.

3 Create Your Story

Ashley: The absolute best thing that will come from creating a video is the creation of your story! Rarely do we take the time to share our journey, express our views, and really convey our message. Often, we are mired in the details of our business, as we have to be to succeed, but this level of detail is rarely needed in your video. A video company that has the ability to communicate your vision will be able to help you craft your story in the most effective manner. Less is more and short is sweet!

4 Show Off Your Assets

Marta: In the world of business, B2B, B2C, you have to build relationships to build your business. You really have to get to know the person. You have to like what they’re doing and trust that you’re going to be in good hands. Video can quickly help a viewer get to know you better. It can show that you’re an expert at what you do as well as show that you are a helpful, caring professional.

5 To Hire (or not to hire) a Pro

Ashley: I can make my family a nice dinner on a Wednesday night, but when I want a really spectacular meal on a Saturday night, I go out to eat! Technology has allowed us to all be active in the video arena and there is definitely a time and a place for self made videos but taking the time to work with a professional on your main videos will prove to be well worth it. For the reasons mentioned above, a professional production company brings more than shooting and editing to the table. In the end, you will not only have an amazing video, better website and improved SEO, you will know your brand better, hear your voice more clearly, share your story more effectively, and let everyone know why you are someone to be trusted… and you may even have some fun doing it… And isn’t that what it’s really all about?!

Marta: Most business people need help creating good videos. They are experts in the work they do, but video is more than likely not part of their skill set. Just reading about video production techniques online or monkeying around with iMovie won’t give you the polished content and visual presentation that showcases their business in the best light. You really have to spend some time and a little bit of money to get started in a professional way. You do not need lots of whistles and bells and green screens and dancing dogs or anything like that. You simply need to put a professional polish on it.

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