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Video Marketing Tips for Small Business Owners

April 21, 2011 By: Deanna Ting

To help small business owners better understand the do’s and don’ts of creating their own online promotional videos, public relations experts Larry Cardarelli and Jackie Dowling recently offered their personal tips and advice on “Beyond PR,” a blog dedicated to highlighting communications tactics and trends in public relations, investor relations, social media, search engine optimization and content marketing. 

In their blog post, Cardarelli and Dowling suggest that small business owners invest in buying or renting a high-quality video camera to film their marketing videos. They also advise businesses to contact a full-service video production house with a media relations team to provide guidance, as well as handle scripting, conducting interviews, securing a location or a studio if necessary, providing props if needed, securing permits if necessary, ordering transcripts, editing and posting. The media relations team can also assist with publicizing an agency’s business and video.

“Video,” Cardarelli and Dowling wrote, “is one of the most flexible of media, and is worth the investment.  In addition to adding a ‘sticky’ element to your own website that attracts—and engages—visitors, you can also re-purpose videos in a variety of ways.”
Cardarelli and Dowling emphasized the importance of video distribution, whether on the Web, in an e-newsletter, or on YouTube, Twitter, Facebook or a blog.

For filming more casual videos to be posted to Facebook and other informal media channels, the two suggested investing in a portable Flip cam and sticking to the following strategies:

•    Make the video quick and simple without a lot of zooming in and out of focus or switching between different camera angles
•    Utilize short interviews or on-the-spot customer testimonials
•    Offer a timely “sneak peek” or behind-the-scenes perspective

To read the entire blog post, please visit


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By Deanna Ting | April 21, 2011
Public relations experts offer their advice for creating DIY online promotional videos.