Considering Using Video to Promote Your Business? Here Are a Few Things to Consider First

Matt Lagle, Boonedog Video

Matt Lagle, Boonedog Video

Video is a powerful tool for promoting businesses, said Matt Lagle, founder of Boonedog Video, at February’s Westchester Web Presence meeting,  but it had better be part of a broader communications strategy.  Formerly a director on the long-running CBS daytime drama, “The Guiding Light,” Matt described how small to mid-sized businesses can succeed – or miss the boat – when creating promotional spots.

    • Businesses sometimes opt for the least expensive option at their own peril.  Some local cable stations, for example, will shoot a video advertisement for free in exchange for an ad buy. Typically, however, stations won’t include media training and script-writing in that package.  If the business owner chooses to be the on air spokesperson and isn’t properly coached, the results can undermine both the message and the credibility of the brand.
    • Businesses need to make video part of a broader web presence.  If a company is prepared to invest thousands of dollars in making a video and securing air time, it should also have a professional looking website and active social media accounts where customers can go to learn more and interact.  If you’re going to ask consumers to take a next step with a TV ad, enable them to take that next step online.
    • Don’t forget the SEO benefit.  Online video, whether embedded into a website or hosted on a YouTube channel, can help position a business higher in search engine rankings.
    • A professional video producer should provide a business owner with objective, experienced counsel. This includes recommending how best to present the company’s story through compelling images and narrative, as well as collaborating with other members of a business’ marketing team to ensure consistent branding.
    • Video producers must also media train business owners and employees for their video appearances – or be frank enough to dissuade them from serving as on-air spokespeople if doing so would ultimately undercut the video’s intended message.

If you’re interested in learning more about Matt Lagle, visit

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