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In his recent USA Today column for small business, Steve Strauss suggests that “maximizing your web presence is key to building your small business.” We couldn’t agree more.  We especially like Steve’s point that “video is probably the top Web 2.0 tool out there right now.” He points out that if you have video on your homepage, upwards of 80% of your visitors will click on it first.

Steve isn’t talking to Fortune 1000 businesses here; instead he’s providing advice to small businesses looking for an edge. So, if you could get a video up on your web page in less than one day, for less than $500 (assuming you already have a decent camera), would you consider it? Of course you would.  Especially if that video – the first thing eight out of every ten visitors will click on – was proven to convert better than text alone.

Still not convinced? Here’s how you might get started.  Let’s say you’re an accountant and this season has been slow. Perhaps more people are doing their own taxes. You take your handy Cisco Flip Camera, place it on your desk (it will stay up, trust us) and you push play (one red button), covering your key points (you spent 30 minutes earlier today creating these).  “Hello, I’m John and I know many of you have put off tax preparation until the last minute….I have some good news…we have people standing by to help…please click on the button to my right if you’d like us to get started on your return within 24 hours and guarantee that it is filed before the IRS deadline.”

To stay with the simple theme, let’s say that because time is running out, you decide to do a simple email campaign. You add your newly created video into your HTML email, select your current mailing list and hit send.  Now, within minutes, you can see that potential tax filers are accessing your video. You’ve created a personal connection and made a clear appeal (I’ll get started within 24 hours) that is driving people to your offer.

The following example is simple, but it underscores how easy and cost-effective video creation can be. As you become more experienced, you’ll likely experiment more, but it’s unlikely you’ll need much more than your honest appeal to customers or clients, your simple, but compelling offer and a means to distribute or promote your campaign.

So go head and give it a try. Use it for new products, upcoming events or special offers.  And be sure to let us know how many new prospects you convert with video.

Once you’ve shot your video, you’re probably anxious about the next “hurdle,” editing it. But it doesn’t need to be a hurdle at all. In fact, unless you’re submitting the video to the Sundance Film Festival, too much fussing is not only unnecessary, it can also distract potential leads from your core message.

For most business-oriented video, you’re better off with simpler formats, basic editing software and a few best practices. Even if your boss’s kid is home from USC’s Film School, resist the temptation to add unnecessary complexity, and instead focus on the message and the messenger.

If you’re just getting started with your video initiative, here are three tips to help you avoid overkill and get started successfully and (relatively) pain free:

Garbage in=garbage out. Every editor has a story about being handed disjointed raw video and being asked to transform it into a great finished piece. Sure, the best editors can perform miracles, but the cost and time required is too steep. A script template (how to promote an upcoming webinar, for example) can help you produce clear, concise footage from the camera that requires very little post production. Planning in advance will save you editing time later.

Let the camera be your guide. There was a time when generating high-quality footage required expensive equipment. And even then much work was necessary in post production to correct lighting and audio problems. Today, many easy-to-use HD cameras are on the market that can deliver excellent results with little practice. In most cases, you can upload the video and prepare it for your email campaign or website with very little post production.

A picture is worth a thousand words. Although many finished video pieces require only a little extra editing, sometimes a bit more work can increase impact. Software programs such as Camtasia, Jing and Animoto can help you easily add static images and screen captures to your finished video for a more professional look. You’d be okay without them, but they’re so easy to use you might as well give them a shot.

There are certainly other tips that will help your videos get better over time, but these three are a great starting point. If you think before you shoot, shoot with a good HD camera and take advantage of inexpensive, easy-to-use software to add a professional look, you’ll be producing conversion-worthy video is less than one day.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.

Conventional wisdom has been that smooth and polished talent in videos is critical to success. This has kept many businesses from getting started with video since talent can be expensive. It has also set a high bar for finished video that prevents many others from tapping their own employees for video. The game is changing, however, and today we know that prospects actually relate more to displays of genuine passion and expressions of real knowledge than they do to acting precision. In fact, suspicion that you’re being pitched by an actor can be a real turn-off.

Another mistake businesses often make is to train an executive – perhaps the CEO – to be the official spokesperson even though that individual may be further removed from the product and the customer. If the CEO is hands-on and brings genuine product passion, that’s great. But putting them in front of customers in a launch video just because they’ll “stay on message” may sacrifice authenticity and decrease conversion. The key question isn’t whether the most senior person is available, but who can best convey passion, knowledge and a customer connection. A modicum of video experience/talent is, of course, important too.

While there is nothing wrong with putting compelling executives on camera, don’t simply go to them by default. Here are three things to consider as you source video talent within your organization:

Who has experience on camera or working with video? This doesn’t mean that experience trumps passion or knowledge, only that it will make your life easier if the person is somewhat comfortable in front of the camera.

Who has expressed interest in getting involved? The camera loves natural enthusiasm and desire. If you have outgoing staff who want to be part of your video initiative, embrace them.

Who is most closely connected to what we’re trying to communicate? Surprisingly, people with genuine passion see beyond the camera and, in effect, speak directly to the target audience. This is great when it happens. Don’t presume a person in your organization won’t be effective until you seen them riff on something about which they care deeply.

There may be more than one talented video subject within the walls of your organization. Don’t be afraid to look beyond the obvious, however, because the right balance of natural video skills and passion may exist within people you least expect. Perhaps the only way to know is to get out there with a camera and check it out.

To read about other tips for using video to convert online visitors to leads, please download our eBook, Best Practices for Using Video to Convert Visitors to Leads, here.

And be sure to come back to our blog for more tips and tricks.