The commercial pressure to add video onto websites, has lead to many organisations rushing to place second rate video productions on their homepages, and being surprised to see a fall in their response. Web visitors do not want high pressure, intrusive messages. Poor quality pictures or  fluffy scripts that are too long, just turn people off and potential prospects will simply avoid the many businesses that fall into this trap.

Video is a pull, not push tool  that if done properly, offers such a high return that cutting corners on quality  is a false economy — It will end up costing you thousands and risk the high perceived value of your brand. Alternatively, high quality, authentic video can reach more places and more people in any market sector than any other marketing tool. It’s not rocket science, but it needs thought.

If you are considering video, start by working out your strategy, for now and the next year. How is your brand best represented? What types of video match your market, and where are you going to place it through blogs, video sharing sites and social media to effect the maximum bang for your bucks? Take time to plan. Like all the best movies, an ounce of extra care on the script is worth a ton of special effects.