Promoting your company

Today I’m handing over my blog to Karen Pawlowska of Take One TV who, as an ex BBC trained video production specialist, has over 25 years’ experience in producing videos to help businesses promote themselves. Karen is going to share her tips on how to create effective web video.

But first, have a look at my first video which Karen made for me on ‘What is PR?’ YouTube video 10001

Over to you Karen.

“Video on websites is a hugely powerful marketing tool which is easily within the reach of almost any business. With your video hosted on You Tube and linked back to your website, you are 53 times more likely to be found when someone knows they want your service or product, but doesn’t yet know you!

Now, of course getting people to your website with the advantage that video gives you with improved SEO isn’t all you need to think about.  Afterall, what’s the point of getting people to your site, if the site itself doesn’t reflect your business or brand in the right way, or indeed the video isn’t well-produced with perhaps poor sound or ill constructed images?   It would be a bit like getting people along to a High Street shop and then having an untidy and uninteresting window display – a big turn off.

However, don’t think that you need to be a multimillion pound business to have quality video on your site.  These days, and especially for small businesses that are people to people lead, such as delis, estate agents, cafés, professional services and so on, a 60 second web shot, or to use the technical lingo ‘piece to camera’  – from the business owner can be very cost effective.  It’s at least equivalent to the cost of an advertisement in a local paper, or production of a flyer for door drops, but it lasts for much longer and has greater impact.

WebShots2 Pix low resTo create an effective webshot you’ll need to focus on three key points that you want people to remember from your video.   The attention span of viewers is short, particularly when it’s just one person speaking to them, so remember to cover no more than three points and include a strong call to action.

Then with your three key points in mind, you need to write the script, we often help our clients with this but usually it’s best for them to write the initial words and we can help tweak them for the filming.

After you’ve written the first set of words, read them out loud, and perhaps record them onto your mobile phone or PC, then listen back to see how it flows and feels. Remember, there are no are no full stops, commas or paragraphs in the spoken word!  Also, when writing, we rarely use contractions, or shortened forms for words, but when writing to be read aloud, it’s essential to use short forms.

For instance, instead of ‘And we will be talking about how you will find us’ becomes, ‘And we’ll be talking about how you’ll find us.’

Now read your script aloud again, and again, and again – however, don’t learn the words verbatim – it takes a very skilled person to deliver direct to camera in a way that doesn’t sound false after they’ve got the words stuck in their brain.  The best thing to do there is have a good feel for what you want to say, and then choose a video production company that will provide you with teleprompting facilities.  That way you don’t have to strain over the words themselves, but can concentrate on the delivery and performance areas.

To give you an idea of some different businesses that have successfully used webshots, have a look at these examples:







Or visit our website:







Or our You Tube Channel:



The next thing to think about is what to wear for your webshot – but that’s for another blog!

This week has seen IFE13 and the Vitality Show take place in London and what amazed me is the range of PR effort that went into both exhibitions.

IFE is one of the world’s most important food exhibitions which takes place every two years, yet some stands looked like they’d been thrown together at the last minute (be ashamed WI Foods), press information was conspicuous by its absence in the majority of cases and online promotion was sadly lacking.  I couldn’t help but think that for a lot of companies the investment they’d made in the show had been wasted because they hadn’t joined up their sales and marketing dots.  It’s just astounding that the press offices weren’t bulging at the seams and that stands weren’t geared to collecting data and engaging customers.  Hats off to The Good Whey Company who did a fantastic job at the Vitality Show with sampling, great press information, give-aways and a competition-led research activity geared at getting retailers to stock the new product, Upbeat. It’d be interesting to know if those speciality foods, artisan producers and health & wellbeing exhibitors who had thought about their branding and told their story visually and via a press release got better feedback than those who didn’t:  my money’s on a resounding yes!

My eye was caught by some great products at both exhibitions:

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When I meet a new client, the first thing I do is to make sure that I understand what their business is all about so that I can give them the best advice to promote themselves successfully.  I’ve been likened to a hotel inspector as the simple questions I ask often highlight areas which the business owner knows aren’t up to scratch and which are often preventing the business from evolving.

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