How to start with video marketing?

If you are here it is because you know the importance of video marketing. This format is no longer used only by large companies, it has become a communication tool for medium and small businesses as well.  And we can see it, video has taken over the Internet. Perhaps you know that this element is missing from your marketing strategy, or perhaps you have already done something in this direction but still feel like a child in the woods. The question is how to get started? If you haven’t tried it so far – it’s high time.  Read the article and find out that it’s not difficult.

Why do you need video content?

Video is an opportunity to convey extensive content in just a few minutes. You don’t have to create 30-minute videos. Internet users love content that they can consume at a quick pace. Video doesn’t require them to perform complicated steps or focus 100%. We’re a bit lazy online – it’s worth taking that into account. What’s more… greater audience engagement, increased conversion rates, reaching a wide range of customers, real sales growth – we could go on and on about the benefits of video marketing.

Statistics don’t lie, but they are certainly changing. Today however the trend of change speaks even more in favor of using video. Not surprisingly, consuming visual content is in our nature. Why? It is assumed that 65% of the population are visual learners. And while it can be argued that the written form also primarily uses the sense of sight, it undoubtedly requires more engagement from the viewer. Video is a great way to combine entertainment with the delivery of practical information. Since your customers spend so much time watching videos online, it’s clear that you need to think about this form of content as well.

Before you grab the camera

It all starts in the head. Whether you hire a production company or produce your video yourself, it’s important to have a creative brainstorming session. The first step is to identify the need. Think about what you would like to achieve. For example, do you want to increase brand awareness, improve conversion rates in your online store, increase trust and engagement with your audience or build a modern brand image?  Each company may have a different goal and you don’t have to limit yourself to just one.

Target audience– you need to think about who you want your message to target. This will also determine the style of your message – formal or casual. Once you have determined your target audience, think about what you are going to talk to them about. It’s not about what you want to say, it’s more about what your potential customers want to hear. Think about what is interesting to them, what information related to your product or service they are looking for, what might interest them.

Once you know to whom and what, think about how to convey it. Is it in the form of short, spontaneous videos, or maybe super polished technically longer productions? In what form should you deliver it? The list below will help you make your choice.

What kind of content to show? Types of video marketing

The type of video depends on what exactly you want to show your audience. The budget you have at your disposal can also be significant. Here’s the video content you’re most likely to encounter online.

1. Corporate video- shows how you work, what are the company’s values or history – the beginnings, the ups and downs, the disruptive changes.
2. Videoblog – also called Vlog is an alternative to written blogs. Text replaces video in this case. Videoblogs are most often published on YouTube. At the moment vlogs provide entertainment, information, or education.
3. Promotional video- works great as a tool to introduce potential customers to the products and services your business provides. Explain technical parameters or announce a new product.
4. Animation – if you don’t have a big budget for video, you can use animation. This is a special kind of video for which you don’t need a film crew or a place. All you need is an interesting idea and graphic skills.
5. Video tutorial – videos showing step-by-step knowledge. Tutorials answer the question “how to do something”. These can be technical tips, as well as looser tips from the fashion and beauty category.
6. A case study video – is a type of video used to promote a business. Instead of extolling your services or products, tell a true story of customer success that they have achieved through your business.
7. Live streaming – broadcasting video in real-time. It can take different forms, such as a webinar, hangout, or live report. This type of video allows you to gain the trust and engagement of your audience. Through live videos, you show that you are reaching out to your customers. The advantage is the direct interaction. There is the possibility, for example, to answer users’ questions in real-time.
8. Interviews with external experts or from within the company. Talking to someone with great knowledge of the topic helps build trust among customers.

Script every single word

Whatever type of video marketing you choose it is essential to write a script. Start with an outline and gradually create dialogue or monologue. It may seem pointless to write down every single word, especially if the person in front of the camera knows the subject very well. This is very disastrous because if you want to keep the message clear and coherent, writing down what you say will help a lot. This will keep you organized during filming and save you loads of time later.

Creating the video

You’ve already set your goal, you’ve chosen your target audience, you know what and how you want to convey your message.  Now, you have to actually produce it. You have two options; either you do it on your own or hire a marketing agency or video production company.

Equipment

With the first option, you’ll need to invest in a good camera. Today a better-quality smartphone will also handle the video format quite efficiently. However, you cannot forget about good lighting and sound. This requires investing in a piece of additional equipment. Keep in mind that low-quality video is discouraging.

Hiring professionals will save you time but you need to have an adequate budget prepared. Video production professionals have access to the latest editing software, royalty-free music tracks as well as the experience in how to use these products in the most creative way possible – which will always result in a higher quality product.

Set Up Your Set or Studio

It’s time to choose a recording location. It can be a room in the office or at home. In this case, you need to take care of the right background, arrangement, light, or acoustics. Studios will already have everything in place for you to work with and all you’ll need to do is show up and bring your actors.

How to find actors?

Of course, you may be tempted to hire talent. But you can also do it in a very simple way – work with what you already have. Look around you, maybe there is someone among your colleagues who has no problems with public speaking. Additionally, who else will know the company better than your employees and be able to talk about it in a more credible way?

Video marketing post-production

All the scenes are recorded, it would seem that we are over the hump now. Not exactly… It is in the last part that we edit the video, add music, additional narration, subtitles, special effects, and so on. Even the best-recorded scenes without proper editing will not give a satisfactory final result. And here, similarly, you either use your programming and skills or leave it in the hands of professionals.

Finally, we have it!

You are ready to share the results of your work with the world. The most popular platforms for sharing video content are YouTube, TikTok, Facebook, Instagram, Vimeo, or Pinterest. Choose where your audience hangs out but remember that uploading the same material to all possible channels is not a good idea. Each has different best practices and limitations. Finally, all that’s left is to enjoy and measure the success of your video.