For a long time now, you have heard from me and many others about the value and importance of leveraging multimedia as a communications and marketing tool. Video, audio streaming, blogs, Twitter, etc., are all excellent means of attracting attention to your website. In fact, all of them improve your website's search engine optimization (SEO), which positions you higher in result listings when someone searches any of your keywords.

Read Rick Gilman's June column, “Have it your way.”

Video production always has seemed out of reach, either in complexity or cost. I can only imagine that thousands of dollar signs appear dancing around in your head, immediately snuffing out any notion you might have for pursuing the option.

The truth is that for just a few hundred dollars, you can be the next Steven Spielberg by doing it yourself. Don't panic, it's within most people's reach and learning abilities.

One of my very first jobs, early in my career, was working as the life agent beat reporter for the National Underwriter. When I first served at the magazine in the early '80s, we were using IBM Selectric typewriters with the little printer ball that came in different fonts. Not long after I began, the company switched to IBM computers. These AT and XT models came with two 5.25″ disk slots–one for the systems disk and the other one for the data disk. There was no such thing as a hard drive. It was obvious to me that I would develop a lifelong love of technology and Windows.

During my next job, when I was working 12 to 14 hours a day, the idea of having a home computer became much more of a necessity than a luxury and drove me to my first purchase. Since that first homemade computer, built by a friend, my family has owned somewhere around 10 desktop systems and two laptops. That doesn't include the different laptops or tablets that were assigned to me from my employer, nor the Palms, Blackberries and iPhones that I either used for work or owned myself.

Adam and Eve, tech style

For most of that time, I was a diehard PC devote. Then my wife had the experience of using an Apple computer while working for one employer and loved it. I could never see the advantage, but wanting to keep harmony in the household, I bought her one. It wasn't until several months later, when I was no longer tied to an employer that was a Windows environment, that I had the opportunity to try the Apple computer myself. I still use Microsoft Office for my basic applications, but I was exposed to a host of multimedia tools that, while I know are included in many Windows versions, I had never tried.

One such tool is video editing. In Windows it's called Movie Maker; in Apple it's iMovie. They are both basic applications and easy to learn and use. Yet despite their simplicity, they both can produce fairly professional-looking videos for posting on your website. And that's the crux of it.

Steven Spielberg at home

Several years ago I had the fun responsibility of hiring staff experienced in video production. I managed the buildout of an in-house video-on-demand facility. Back then, about 7 years ago, the buildout, equipment, editing tools, etc., was very expensive and consumed a lot of space. There wasn't a lot of choice, either, except to go more expensive.

Today, one person can carry the equivalent of that same equipment in a knapsack and the editing suite for post-production work on a laptop. You can choose from numerous high-definition video cameras costing well under $500. There are also many editing software applications, for both Windows and Apple operating systems.

Here are some of the things I learned during my self-teaching process. I have to admit that my 11-year-old son delved into this more intently than I did at first, but we ended up learning from each other.

1. Realize that the more in-camera editing you can do, the better off you are when you get to the post-production process. Post production is everything you do following the shooting of the raw video itself–editing, adding transitions, titles, etc. By clearly planning your video in advance, you can shoot as closely to the order of the scenes your story describes and only the amount you need. 2. Record as good a quality sound as possible. There are four ways to do this. If the video is a simple close-up shot where the camera mic is good enough, great. Just test it first to listen to the clarity, if the ambient sound is kept to a minimum and there is little or no echo.

A second way to capture audio is to plug in a handheld microphone. Most video cameras have a mini audio jack and if your subject is comfortable holding it, the handheld will work fine. If there's a table, you can always add a mic table stand.

3. Spend a few extra dollars (around $100, depending on the make and model) and buy a small wireless mic that clips on your tie or jacket. They generally can pick up sound from about 200 feet or more. The other piece is plugged into the mini jack on the camera. It's just like a handheld but without the wires. 4. Have the speaker carry a small independent digital recorder. You can get quality sound, but syncing the audio with the video can be difficult. To minimize the challenge, you should turn both devices on before starting the shoot and “slate” them, which is to synchronize them to a single loud noise, which will allow you to line up the main audio track with the lesser quality audio track coming off the camera.

I know this sounds confusing and perhaps too complex, but it really isn't once you've tried it. Professional videographers add a lot more by including special effects and a host of other elements that come from years of experience and expertise with more advanced editing tools. But this self-produced video is by far good enough for 90 percent of your needs. So let's talk about what some of those needs might be.

Using video to communicate and market is not just for placement on your website. All of the social media platforms such as Facebook, LinkedIn, Twitter and Insurance.org accept video uploads or links to your videos. Like many people, you can create a video and upload it to YouTube.com and then point to it from any number of places.

So now that you have an inviting delivery mechanism in video, what do you fill it with? Maybe you start with a basic video that introduces your clients and prospects to your staff, your office and yourself. Showing a family-friendly environment, if that happens to be the agency's culture, can go a long way toward making people feel comfortable.

Perhaps you could do a short video from a client's perspective on your service with them, giving an example of a time when your agency really came through. If you specialize in a particular market (i.e., dry cleaners or bowling alleys or jewelry stores), maybe a video of you explaining how much you understand their business and why you'd make a good choice when looking for insurance.

What about a short video on how to do a proper home inventory? Or pointers on summer safety with lawn mowers or do-it-yourself projects around the house?

The idea is that once your first video is under your belt, the next ones get easier and easier. You'll also find that openings and title styles can be repeated to give your videos a consistent look and feel.

Whatever you decide to do, there is a rule of thumb for all communications professionals: when you're trying to get a message across to a group of people, use many and varied conduits; you never know which one will connect.

Special Reports /

I Can, Therefore iMovie

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