Creating online video: here are some tips for producing effective online videos, including how to work with outside vendors and how to take utmost advantage of search engine optimization.

• Author: Orton, Linda

ONLINE VIDEO IS A POWERFUL MEDIUM to communicate and connect with current and potential customers. Banks of all sizes have long used print and radio as well as TV (broadcast and cable) advertising. But relatively few banks today are fully incorporating online videos into their marketing mix.

By using the Internet, banks of all sizes can create cost-effective online videos that target customers by specific demographic information.

Through online video, community banks that spend their dollars wisely can level the playing field and compete with larger financial institutions with bigger marketing budgets.

Below are a few simple guidelines for planning and implementing a successful online video campaign.

How to shoot a video

You can, of course, buy a camera and shoot your own videos. Be aware, however, that quality and content can suffer unless you know how to use lighting, locations and audio to create a professional look and sound--and this does not even take editing into account. If your video looks sloppy, people might assume the same about your institution and the services and products you offer.

Choosing a professional team also helps you avoid legal problems. For example, on a simple level, you cannot use certain background music unless you have the rights to it.

If you don't have the money for a professional production house, consider hiring a local producer and crew, or turning to a nearby college that has a video program. By using skilled technicians, you should be able to create a one- to two-minute video for $1,000 to $2,000. Prices increase dramatically as you move up the professional range, based on the lighting, equipment and the post-production editing desired.

Regardless of the route you choose, you'll need to guide your crew to ensure that the video communicates the message you want it to. To help you accomplish this goal, search for videos online that have the look and feel you want. Find videos that move you, then watch them without sound and listen to them without the visuals. Notice the art and the humor. What are the video's business goals, and did it achieve them?

To best create a video that matches your vision and business goals, compile a list of examples; note down what you want to recreate and what will not work for your bank.

Now you're ready to create a checklist to guide your production:

* Create a clear business, recruitment or training goal as you would with any project.

* What type of visual content do you...