Adding video to your online marketing mix is an ideal tactic to create personal connections with an increasingly visually oriented market.
Savvy marketers use the medium for product and service how-to demos and to tell brand stories that build trust and credibility. The real magic comes in their portability, though. People like to share videos across social platforms, and that increases reach, which produces more likes, clicks, and followers.
Before you break out your smart phone and start shooting your first marketing video, take a minute to browse through these tips for creating high-impact, engaging content that can attract and retain viewers, boost your brand awareness, and drive conversions.
Who is your audience? Unless you understand their pain points, interests, and preferences, chances are not good that you’ll produce a video that supports your marketing objectives.
Age, gender, location, and income are important demographics. Psychographics such as behavior, challenges, and aspirations can be harvested using social media listening tools, surveys, and customer feedback. This information will help you tailor your video content to your audience’s needs and interests and create a more personalized and engaging experience.
You don’t need to invest in the most expensive, Hollywood-quality equipment, but you will want high-quality video and audio, so high quality gear is crucial to creating engaging content.
The essentials of a well-produced marketing video are a high-definition camera with autofocus and stabilization features, a microphone that captures audio clearly and reduces background noise, and a lighting soft box to create a flattering, well-lit environment.
You’ll also need editing software to cut your videos and add effects, transitions, music, and stock photos. They add visual interest and help illustrate key points in your videos without the expense of shooting. Stock houses offer high-quality photos, so explore your options early in your production schedule.
What—specifically—do you want your video to accomplish? Define—specifically—what you want it to achieve: Generate X-number of leads; drive Y-dollars of sales; gain Z-number of followers.
Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. The only way you can ensure you are getting the bang for your video-marketing buck is to track progress against target goals, which enables you to optimize your strategies or spend the money more effectively elsewhere.
You’ll need a detailed production calendar to stay organized, on time, and on budget. First stage planning means ensuring your videos align with your brand messaging and goals. Define your video formats, such as explainer videos, how-to videos, product demos, testimonials, or vlogs. Then, brainstorm ideas for each video, write a brief script or outline and create a storyboard that outlines each shot’s visuals, audio, and timing.
Planning ahead will help you produce high-quality videos that deliver your message effectively.
A concise, clear, and persuasive script captures the audience’s attention and keeps them engaged throughout the video.
Writing an effective script begins by defining the key message you want the video to carry, then structuring the lines to build up to this message. Often techniques like anecdotes, metaphors, or humor add value to the storytelling, but it’s a marketing video—don’t drown it in a cute language: Keep it on point.
Time the script before you read through it with the talent and trim it to fit the length of the final cut. Give the talent time to rehearse after the read-through to ensure your delivery is natural and confident.
Relevant search-engine optimization keywords will make it easier for your target audience to find your video. Use them in your video title, description, and tags, and include a transcript of your video that makes it easier for search engines to understand and index your content.
In addition, you can use annotations or cards to link to other relevant videos or resources and encourage viewers to like, comment, and share your videos to boost engagement and social proof.
Stay on message. Keeping your video short and sweet is the magic behind video marketing content. Unless your demo research says your target audience wants a lot of information, most will abandon the video for lack of interest.
Aim to create 60- to 90-second-long videos with a focused message and call to action. Use visuals, animations, and storytelling to make your videos more engaging and dynamic. A clear and compelling call to action will encourage viewers to subscribe to your channel, visit your website, or make a purchase.
Maximize the impact of your videos by cross-promoting on social platforms, via email marketing, and through paid promotion such as YouTube and Facebook ads to reach your target audience.
You can also leverage influencer marketing by partnering with influencers in your industry to help promote your videos to their followers, reach new audiences, and build credibility.
Monitor key metrics, such as views, engagement levels, and conversion rates. You need the data to determine the return on your video investment. Google Analytics and YouTube Analytics are hugely helpful. Additionally, monitoring other vital statistics, including click-through rates, can help you further refine your approach to achieve maximum results.
Creating compelling video marketing content requires creativity, strategy, and technical skills. Setting clear objectives will help you create engaging scripts and keep them short and sweet. Use high-quality materials, make the content SEO-friendly for the best results, and promote!
By following these tips, you’ll be able to unlock the full potential of video marketing and grow your brand.