Did you know that 80% of people who view a marketing video still remember it up to 30 days later? If you’re looking for an effective way to build brand buzz, this is the route to take.
While there will always be a place for print marketing, video is surging in popularity. We’re on the go and busier than ever, and we prefer to consume our content in short, entertaining clips. This explains why platforms like YouTube and Vimeo are hosting a slew of new content creators looking to get their names out there.
Ready to create your very own video ads? Today, we’re walking you through the video production process, including the five general stages you can’t miss.
1. Set Your Goals
Before you start brainstorming how to film a video, your first step should be to plan your overall video marketing strategy. Ask yourself why you’re making a video in the first place. Here are a few steps to help you find the answer.
Establish Your Target Audience
Who do you want to appeal to? What type of action do you want your viewers to take after the video stops rolling? Ideally, the content you create will help them move organically along the path to purchase.
Yet, what about those people who are already interested in your product or service and just need a little more encouragement to take the next step? Will you create the same video for them as you would a brand-new lead?
If possible, look for ways to vary your video content to appeal to prospects at each stage of the buying journey. These stages include:
- Brand awareness
- Product consideration
- Buying decision
An awareness video will set the stage for your company’s offering. You’ll start by defining a problem that the viewer likely has, and explain what your brand is doing to solve that problem. To appeal to someone already in the consideration stage, describe the specific features of your company that set it apart from its competitors.
Finally, a viewer who’s ready to make a purchase will need a video that convinces them it’s time to do so. This is where you can share customer testimonials, before/after pictures, and other compelling insights that motivate them to move.
Define the Logistics
Once you know who you’re appealing to and the action you want them to take, your next step is to decide the basic logistics. This includes nailing down when and where you’ll post the video.
While there are many different platforms that allow video sharing, it’s best to start with one centralized location that you know your target viewers will click on. For some companies, this might mean embedding the video into a landing page that lives on their website.
Others will find it more beneficial to simply share the video on their social media channels, or send it in an email newsletter. Once you know where you’re going to put yours, think about how much time you have to create it.
If you only have a week to produce a video, the quality might pale in comparison to one that took months to develop. If possible, give yourself plenty of time to create expert-level content that converts.
Set a Budget
Next, decide how much money you can comfortably spend on this endeavor. While the benefits of video marketing are vast, you don’t want to drain your accounts just to make one.
There are many different ways you can cut costs on your video production, including simplifying the content. If you can afford to spend money on a graphic designer, illustrator, or animator to add visual interest to your video, then do so. Otherwise, stick to the basics and make sure the message you deliver is entertaining enough to keep your viewer’s attention without the added bells and whistles.
Establish Key Performance Indicators
Before you move on to the actual production process, take the time to define how you’ll measure success once your video is live. Do you want a certain percentage of viewers to take the desired action? Or, are you just looking for a total number of views?
The answer will depend on your specific marketing goals, but it helps to set key performance indicators (KPIs) early so you know what to track.
2. Write the Video Script
This isn’t the time to wing it. You’ll need a carefully planned video script in front of you when you go in front of the camera or behind the microphone.
The only exception would be if you want to appeal emotionally to your viewers. In that case, reading off a script can come across as inauthentic and too generic, which could turn some viewers away.
In most cases, however, a script is best. This is especially the case with business marketing videos, which need to appear as polished and professional as possible.
Staring at an empty screen and blinking cursor? If you’re not sure where to start, begin your script as you would begin a blog post. Outline your main points and fill in between them with supporting details.
Many scriptwriters find it helpful to divide their thoughts into a two-column table. On the left, you’ll add your dialogue, broken into key themes and points. On the right, you’ll note the corresponding video shot or graphic that drives that point home.
Then, when it’s time to put everything together, you’re left with verbal and visual content that flows well together and takes the viewer on a logical journey from start to finish.
Adding a Hook
When marketing with video content, make sure to include some type of element that hooks your viewers right at the beginning. Otherwise, it takes nothing for them to simply click out of the screen, or onto a competitor’s page.
Try to keep the content as concise and compelling as possible, and avoid the urge to wax poetic about the topic. Despite how fervently you might feel about the issue at hand, remember that your viewers aren’t as attached to it as you are.
Some of the most successful videos are short ones that are jam-packed with entertaining and informative insights. In fact, the Instagram videos that generate the most comments last an average of just 26 seconds!
3. Choose Your Camera
While some content creators choose to invest in fancy, high-end camera systems to create their videos, you don’t have to do so. Today, most modern smartphones are just as capable of producing high-quality images and videos as some of the best recording systems on the market.
Whichever device you choose, make sure you have plenty of storage space on it. You don’t want to spend a ton of time on your video only to find that it didn’t save because you were out of memory.
Take the time to learn the different features of your camera, even if you’re just shooting from your iPhone. If you need inspiration, you can find lots of different tips and tricks from other video creators online!
4. Set Up the Space
Next, you’ll need to establish some type of studio space. The best videos are expertly staged, using more than just a camera. Depending on the scale of your video, you may also need microphones, special lights, tripods, and other gear.
If you have the space at home or in your office, you might be able to set everything up there. Otherwise, it’s smart to rent a space from a local resource, like this Video Production Studio, which is already set up with everything you need to get started!
5. Film and Edit
The final stage in the video marketing process is to actually create and edit your video! Once you understand the basics of how to produce a video, this step will seem much less daunting.
If you’re renting space from a production studio, they may have experts on hand who can walk you through the process. Otherwise, research best practices online to make sure you’re capturing the right angles, using the right equipment, and covering your topic in the best way.
You might find it easiest to use production software to simplify this step. There are many different types on the market, ranging from Apple iMovie to Adobe Premiere Pro. If you’re experienced in this niche, then you’ll benefit most from an advanced platform that gives you greater creative control over the process.
When you’re done editing, you can clean up the content in the post-production phase. This is when you’ll make sure everything is polished and ready to share.
Create a Marketing Video That Converts
A marketing video can be one of the most powerful tools in your campaign arsenal. These are a great way to capture your audience’s attention, get an important message across, and convert on-the-fence prospects into loyal customers.
While these are the five basic stages to follow, there are many sub-steps required in between phases. Once you go through the process once, you’ll be able to more clearly understand what’s required. Then, you’ll have everything you need to create actionable, memorable videos that convert.
Looking for more tips on how to stand out professionally? Check out our Business section!