How To Choose a Topic for Your Marketing Videos

by on October 7, 2011 · 9 comments

Video Tips for Small Businesses

This is Part 2 of a series about how to create marketing videos for your business using Powerpoint slides. Click here to read Part 1, How To Design Powerpoint Slides for Videos.

One key point to remember about making marketing videos is that you don’t need to throw every last fact about your business into just one video. If you do that you’ll have a long video that not many people will watch and then you won’t have anything else to share with your audience.

The idea is to introduce just one idea or product per video. It’s kind of like when we were in grade school learning how to craft an essay. You pick one topic sentence per paragraph and add a few supporting facts before moving on to the next idea. The same idea is true with creating marketing videos.

If you’re brand new to creating videos, the best topic to start with is an introduction to your business. Tell your audience WHO you are, WHAT you sell, WHEN you’re open, WHERE you’re located, WHY people need your product, and HOW people can contact you.

These questions can work for those marketing an online business as well. The “where” question isn’t nearly as important if you do all your work via email and internet but it will still help potential customers know what time zone you’re in before they call you for a price quote.

Take a look at this introductory video done by the SCORE Clinic in San Jose, California, and see how many of these questions they answered.

They answered 3 of the above questions on the opening screenshot, although I didn’t notice the WHAT (sports chiropractic) until I viewed the video a second time. But you could probably figure out from seeing the photos of their office that their services are health-related.

You can also argue that they didn’t include the WHEN answer, as in when is the office open. Of all these questions, that’s least important because that’s a natural question you would ask when you call the office to make an appointment. But it very easily could have been added to a powerpoint slide near the end of the presentation.

If you already have an introductory video, then you’re ready to start sharing other information with your audience. In this following case study, the Score Clinic wanted a video produced about a specialized chiropractic technique called Active Release Technique (ART).

Step #1: Create Your Powerpoint Template
This process was fully explained in the first installment of this series. Below is the design I chose for the Score Clinic. I added the spine clip art to customize the slide even more.

Powerpoint Slide Design Example

Powerpoint Slide Design Example

Step #2: Add Your Contact Information to Your First Slide
Place your business name, address, phone number and website somewhere on this first slide. You will want this in a larger font so it is easy to notice. Also, be careful what style font you choose for all of your text. Some thin, delicate fonts seem to lose clarity and almost disappear on screen, which will make your text difficult to read.

In this particular template, the blue box was part of the original template design and it lends itself well for the contact information.

Business Contact Information in Marketing Videos

Add Business Contact Information

Step #3: Add Your Title & Subtitle
This is just like the title of a book. Tell your audience WHAT your video is about.

Choose a Title for Your Marketing Video

Choose a Title for Your Marketing Video

Step #4: Answer Each of the Main Questions on a Different Slide
Each slide should have a title and should include its supporting facts. Remember, you’re answering questions for your audience so start with the WHO, WHAT WHEN, WHERE, WHY and HOW answers.

Also notice that I added the contact information to the bottom of each slide.

Answer One Question Per Slide

Answer One Question Per Slide

Depending on your topic, you might need multiple slides to answer the one question or to share all the information. Splitting up the information over multiple slides is preferable to squishing all the text onto one slide. Use your slide design wisely to avoid difficulties reading your information.

Step #5: Add Photos
This step is completely optional but photos help familiarize your audience with you, your office, or your product. People will want to spend money with you if they know and like you so don’t hide behind your videos or your website. Show your audience that you are a real person.

In this case study, we added the three doctors’ photos to show that they are real, friendly people. We also indicated their titles in the photo captions (although reduced at this size, it’s difficult to read).

Add Photos to Powerpoint Slides

Add Photos to Powerpoint Slides

If you remember the earlier introductory video, they added lots of photos of their office and their staff. It helped create a “homey” feeling and also showcased that they have professional, state of the art facilities.

Step #6: Add a Call to Action on the Last Slide
What do you want your audience to do when the video ends? Call your office? Sign up for your newsletter? Buy your product? This last slide is the last time you can ask your audience to do something so really make it count.

In this slide we simply put the office contact information along with the doctors’ photos, to encourage people to call and make an appointment.

Call to action

Call to Action

Step #7: Balance the Educational Info with the Promotional Info
This final video is just over 2 minutes long and I created 12 slides. We concentrated on teaching the audience about ART for the first 7 slides then did some self-promotion in the last 5 slides.

No matter what you’re trying to sell – products or services – it’s OK to add some persuasion to your video. In this case, we taught our viewers about ART and by having the doctors’ photos and link to online reviews, we’re trying to convince them to call OUR office for treatment.

Here’s the final cut.

Next week we’ll explore where to find music for your videos and how to animate your Powerpoint slides.

Follow this index to read the other parts of this series:

Part 1: How To Design Powerpoint Slides for Videos

Part 2: How To Choose a Topic for Your Marketing Videos

Part 3: Adding Animation to Powerpoint Slides

Part 4: Choosing Music or Voice Over for Your Powerpoint Video

Part 5: Testing Your PowerPoint Slides with a Slideshow

Part 6: How to Film PowerPoint Slides Using Jing vs. Camtasia

Part 7: Syndicating Your PowerPoint Marketing Video

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Christina is the Content Manager at Expand2Web.

Christina has written 36 articles on Expand2Web

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{ 9 comments… read them below or add one }

Yvonne Herbst December 20, 2011 at 4:07 am

Good article, Christina — one critical piece of information that I would like to see here is how to export the powerpoint slides to the proper video format to upload to YouTube — I don’t think you can upload a powerpoint presentation directly into YouTube .. can you? I thought they had to be converted first to a video format — which format do you convert to? .mov? .mp4? Other? There are a lot of choices and it is confusing; maybe you answered this question in another part of this series and I have just missed it …..

Reply

Christina Lemmey December 20, 2011 at 7:28 am

All great questions, Yvonne, and they will all be answered in the next installment! All the different formats can be confusing but once you produce a few videos the whole process becomes quicker and easier.

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Kathy January 3, 2012 at 10:13 am

In PowerPoint 2010, you can create a video from your presentation. It’s a new feature in PP 2010. Kathy

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Don Campbell January 3, 2012 at 10:54 am

That’s a great point Kathy – thanks. I’ve noticed you can create a video from Keynote on the Mac too.

What I found with Keynote, is that your narration track has to be timed perfectly with the slides and you cannot edit it after the fact, which led to a bunch of complete retakes for me. Also, I could not figure out how to add any music in the background.

Do you know if this is how PowerPoint 2010 works as well?

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Kathy January 4, 2012 at 9:19 am

Not sure, Dan, because I haven’t played with it enough. I used Jing to create a video with PowerPoint 2010 and was able to detach the audio from the video in iMovie on the Mac. I’ll have to try that with the PP 2010 video I made in PP 2010. There’s always something new to learn!

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Christina Lemmey January 3, 2012 at 7:10 pm

Very cool! One more piece of software I’ll have to upgrade this new year!

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Kathy January 3, 2012 at 10:19 am

I created a video with Jing from a PP 2010 presentation for my students and others and uploaded it to YouTube. I obviously didn’t size the window correctly when creating the video. I hope to learn how to size videos correctly in this series! Anyway, I didn’t include a picture of myself. Do you think it’s important for this video http://youtu.be/5jIc2n28cfk? Thanks, Christina! Kathy

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Christina Lemmey January 3, 2012 at 7:10 pm

I like the idea of having a headshot photo on the first opening slide, especially if you’re positioning yourself as a teacher or expert but that’s something easy you could start doing from now on with future videos. You could also add your logo or company colors on the intro slide to establish some branding. As for the sizing, I always set a widescreen resolution in powerpoint and then use those same widescreen dimensions when recording with Camtasia. Then you can render as widescreen and that *should* take care of the size issue.

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Kathy January 4, 2012 at 9:21 am

Thanks, Christina. I have a wide-screen monitor with a high resolution. Somebody told me to lower the resolution when making a video. I set of guidelines would be great!

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