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Videos are important to your organization’s communication strategy

Video as a means of presenting your organization has become increasingly important. An effective video has always been a powerful method of delivering a message, but in the past it was limited to specific occasions or limited audience presentations.

Of course, to be an effective message, there are many components. The general storyline and message provide structure, fluidity, and strength. The script or cutoff of voice-overs and interviews should support the plot and flow. The images can be a combination of images taken, interviews, still photographs, graphics and figures presented through animation and illustrations. Music and ambient sounds bring life, and if carefully selected or written specifically for video, they are emotionally impactful and flowing. Be sure to include a closing to the video that has a specific “Call to Action” and a link to your website or a specific web page where people can take action: get involved, donate, volunteer, join or whatever is appropriate.

Once your video is produced, there are now plenty of options and places to bring it to your target audience. You can put the video on DVD and use it in your media press kit; you can send the DVD as Thanks to sponsors and donors, or send it to encourage new donors and sponsors. You can create a web version of the video and play it on your own website. Generate new traffic and audience by creating a channel for your organization on YouTube and be sure to add keywords, categories, descriptions and links from your website. Be sure to use a full range of communications marketing combinations to harness the full power of the web. Post articles on why you made the video, press releases for partners and sponsors who collaborated with you on the production. Add posts to your blog. Email your customers, partners and affiliates and ask them to watch the video online, and send the link to your list to generate viral interest.

You can follow the action from the tracking statistics on your own website; on YouTube, check INSIGHTS to show geographic distribution and what other sites are linked to the video. You want to encourage this, as all of these methods broaden the scope of your message.

Now, however, video has become mainstream and is an effective part of the marketing mix. Videos can now be used to reach a wide audience. If you want to educate, inform, activate, promote your cause, videos are now a primary method to help you achieve it.

This blog Looking Back at 2009: 10 Predictions for Online Video has some interesting insights into past and future scenarios for video. So what awaits us for web video in 2009? Here are ten things you can expect to see in the next twelve months.

Powerful video can be an important part of your communications plan.

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