By Matt Bailey – liveBooks
Do you want to add more dimension – and distinction – to your brand? Start using video on your website.
Video can help you market yourself as a professional who brings more to the table than a handful of carefully selected images. It can help you develop an effective brand, communicate your personal vision and illustrate what it’s like to work with you. And, with a slew of HDSLR cameras on the market and numerous other gadgets to help you capture video, it’s never been easier.
Where should you start?
The uses of online video can range from highlighting your videography work to showcasing a slideshow of stills. You can also use videos in lieu of a traditional “bio” page, to present testimonials or as a behind-the-scenes look at how your studio operates.
To view some different ways that photographers are using video online, check out these photographers’ websites: Emilie Sommer, David Emmite, Justin Francis, Mark Wallace, and Jules Bianchi.
The primary purpose of using video on your website is to break through the static nature of portfolio viewing and create a more human connection. If a prospective client likes your personality or feels they can relate to you in some way, there is a much better chance they will give you preference over someone they feel less of a connection with. This is human nature – and this approach can be effective whether you market toward photo buyers, brides, or other types of individuals. In the end, we are all people, and all of us want to work with people we trust and like.
The main challenge with any video is to create something that is “on brand”. If you are marketing yourself in a playful way, for example, be sure the video is a bit playful as well. A disconnect in this area can do more to confuse than ingratiate. If you are unsure, consult with an expert.
Ok, so how do you do it?
There are many ways to capture and post video clips. Just like still photographs, there are down and dirty methods, as well as more elaborate, polished methods. Using a $200 Flip Video™ Camcorder or webcam, and posting to your blog could be perfect for your purposes. For many, a more professional approach will be more effective. It all comes down to your intentions and your brand. Do you want to be seen as a seasoned professional who projects quality and panache, or as a more gorilla upstart who provides a dynamic, gritty vision? These are the creative questions that need to be answered in advance, so you know what direction to take technically. If you can produce it yourself or with a friend, so much the better, but, as with any photo shoot, be sure you have all you need to be successful. If you need help, there is plenty available. A video producer should be able to help you sort through these preliminary questions.
Once you have the video shot and edited, you will need to prepare a copy for the Web. Depending where you plan to display it, you may choose one of a handful of formats. It is best to contact your web provider for information on what they support.
liveBooks is one provider that supports many formats, and later this week we are announcing an exciting new development that is all about video – including full-screen HD video with social networking and sharing options, all controlled from your editSuite – to make this process as easy as possible. Email John Philpin, liveBooks CMO, to learn more, and you will be one of the first to hear the details behind this really important news.
However you are able to do it, do not hold off on leveraging video to your advantage if you feel you can benefit from it. Start experimenting with the resources you have available and become familiar with the technology. If your current website provider doesn’t support video, consider finding one that does. If you are only able to post to your blog for the moment, start with that.
Ultimately, creating a better connection between you and your clients could result in more bookings with people you are more likely to relate to. It can also result in clients who are more informed about you and your business before you even speak to them. And, who knows, maybe you find you have a knack for it and can offer an extended range of services in the future.
Matt Bailey is the vice president of sales at liveBooks, which he co-founded in 2004. liveBooks creates award-winning websites that serve as a business hub to help creative professionals save time, promote their businesses and make more money.
Editor’s note: Some of these thoughts were first presented in a Photoshop Insider blog post in April 2009.
Thank you so much for this. I am getting ready to actually create my first video, although I will be using the video I create to give more validity to myself as an educator of photography. I will be photographing a couple’s engagement session in New York City in mid October of this year. I’ll be using the video on my site to help attract new clients and to help promote my photography classes.
I think it is so very important to have a clear vision of what the video you are going to create is going to be used for before you actually create the video. This may be very basic to say, but I bet there are many who do not fully develop this step.