I have a video on my homepage. That’s good enough, right?
The short answer...NOPE!
Video marketing is so much more than one lonely explainer video. In fact, if you’re not jumping on board then, Honey, you’re getting left far behind. It’s no longer a single element of your marketing efforts, it’s a strategy in and of itself. It is something that should become central to your outreach and campaign efforts - especially your social strategy.
Don’t just take my word for it though, because the data doesn't lie…
So, why has video become so popular?
In a world of fake news, chatbots, popups and banner ads, it has become increasingly difficult to earn the trust of your consumers. Not only is video easier to digest than reading a 1,000 word article (she said while writing a 1,000 word article), but it offers authenticity and human interaction that we crave in this digital world.
Before you use the age old excuse of I’m too busy or This won’t work for my industry, read this article and you’ll soon realize how simple and necessary implementing a video strategy is for all businesses. Yes, even yours!
Getting Started With Video Marketing
As with all marketing efforts, a successful video strategy begins with thoughtful planning. By following these steps, you will nail down your pre-production plan in no time!
1 Establish the purpose of your video campaigns
Before going full gung ho on video production, determine what you want to get out of it. For example, maybe you want to promote “why sit in traffic when you can join us for drinks” happy hour at your pub. Once you know what part of your business you want to promote, you’ll have a better idea on how to elicit those actions in your video content.
2 Understand the stage your audience are in on the buyer journey
Are your videos going to help create brand awareness or are they intended for viewers already familiar with your product? Here is a guideline that will ensure you are creating the right kind of content for your intended audience:
Awareness Stage:
- short videos (no longer than 90 seconds)
- helpful content (How To’s are popular)
- fun, light and personal
- inspiring and motivational
Consideration Stage:
- short / long format (2 - 10 minutes)
- explainer videos
- testimonials
- demonstrations
- case studies
Decision Stage:
- short or long format
- testimonials
- instructional
- FAQs
3 Decide what platform/platforms you want to use
- YouTube
- All of the Above
Trick Question: There is no right answer. Just ensure your videos are optimized for each platform.
YouTube remains the leader in video consumption and, possibly the best platform for high production value content. However, if you are just getting started in video marketing and don’t have a camera, then start off by going onto instagram and getting creative with your stories.
Educate Yourself on Videography
If you bit the bullet and bought a new camera kit to kickstart your video marketing journey, learn it, because there are a few settings you need to understand before you shoot. If you’re just getting started, here’s a high-level overview of each setting. So grab your camera and a coffee, because it’s going to get real…
1 Learn your equipment
Camera:
If you are going to get a camera, make sure you can shoot in Full HD or 4K. Play with the settings or do a crash course to learn it’s full potential. If you’ve invested in a DSLR, learn about the different lens options for that camera. Do research on the best lenses for videography.
Tripod:
An essential tool in every videographers kit. Tripods help with stability and add an extra layer of professionalism to your film.
Microphone:
Just as essential as the tripod, get a microphone for high quality sound for your camera. These are usually inexpensive and can do a great job at drowning out background noise.
Smartphone:
If you’ve decided to laugh off the idea of investing in a camera at this stage, there’s absolutely nothing wrong with using your smartphone. It’s a powerful tool. Learn how to get the most out of your little pocket friend.
2 Learn video editing
Just like with production equipment, you need to learn about the different video editing software available to you. Don’t feel like you need to invest in Adobe Suite, there are a number of free or low-cost options that are easy to use.
Free editing software options include OpenShot, VideoPad and VSDC.
3 Publish & Promote Your Content
If a tree fell in the wood…. You know how the rest goes.
Once you have planned, created and edited your video content, hit publish and see it thrive. However, the only way it will thrive successfully is through some good ol’ promotion.
Share your content on your social channels, promote it through paid advertising and find ways to incorporate it on your website. Perhaps you have a blog post that talks about the same topic as your video. Consider embedding it on that page.
Video marketing is an extremely powerful marketing strategy. Are you making the most of it?
