Done right, videos are tasty little morsels that consumers love—but not as much as marketers, who rely on the medium to:
- Increase engagement by capturing attention and encouraging interaction.
- Improve conversation rates by showcasing products or services in ways that compel viewers to become customers.
- Enhance brand awareness by framing brand values and personality in visually appealing contexts.
- Increase social media reach and driving more traffic to websites.
- Improve search engine optimization by keeping visitors on your website for longer, a key factor in SEO rankings.
Accomplishing any of that, however, requires a well thought video strategy to develop and deliver assets that catch prospects’ eyes.
- Know Your Audience
Videos only work when the audience is interested. That means understanding your target market’s care-abouts.
Producing high-impact video requires audience demographics: age, gender, location, and income. Gather psychographic insights into their behavior, motivations, and aspirations via social media listening tools, surveys, and feedback. Combined, demo- and psychographics are the foundation for tailoring video content to connect with your audience’s needs and interests and create a more personalized and engaging experience.
- Use High-Quality Equipment and Tools
If you are serious about creating a cutting-edge video experience, then you’ll want to use leading edge equipment.
A camera capable of high-def imaging, autofocus, and stabilization is a worthwhile investment. A camera is only as good as the lighting; natural is best or use a softbox to create a flattering environment. Clear audio is critical to creating professional video, so a high-quality microphone that reduces background noise belongs in your tool kit. You should also use editing software that suits your needs and skills to edit your videos and add effects, transitions, and music.
Use royalty free stock photos to add visual interest and illustrate key points. Many websites offer high-quality stock photos for free or at a low cost, so explore your options and choose images that align with your brand and message.
- Set Goals and Objectives
Start with the end in mind: What do you want the video to accomplish? Define what you want to achieve with them—increase brand awareness, generate leads, drive sales, or educate your audience—and set metrics for success to determine if it’s working (see No. 9, below.)
Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). By setting clear goals, you can track your progress, optimize your strategies, and justify your investment in video marketing.
- Plan Your Video Content
A production calendar is the key to staying on time, on target, and on budget. Start by defining 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.
- Create Engaging Scripts
Scripts can be used for voice-overs, presentation by on-screen talent, or both. In any case, the words should support the visuals, not overwhelm them, so keep scripts concise, clear, and persuasive.
To write effective scripts, start by defining the key message you want to convey and then structure your script to build up to this message. Use anecdotes, metaphors, or humor appropriately; if the point of the visuals is to create an emotional response, too much talk will distract from it. On the other hand, you can create a connection with your brand’s personality by using words over “b-roll video” or still montages.
Time your scripts because shorter is generally better than long (see No. 7, below.) And don’t forget to read through the script to smooth out stumbling blocks (plosives and sibilants, for instance) and get emphasis and pitch right, and rehearse it to ensure your delivery is natural and confident.
- Optimize Your Videos for SEO
Optimizing your videos for SEO makes them more visible and discoverable to your target audience.
Start by choosing the right keywords that are relevant to your video and your target audience. Use these keywords 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.
- Keep Your Videos Short and Sweet
Add by subtracting.
Videos that are less than three minutes long are most effective. Regardless of what you think about TikTok, consumers want quick, edgy, short-form videos.
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.
Know this going in: Your first cut is going to be too long, so be prepared to edit, edit, and edit some more.
- Promote Your Videos
The greatest short-form video in the history of movie-making isn’t worth a nickel if nobody ever sees it. In other words, tell your target market you have something they do not want to miss.
Use social media, email marketing, and paid advertising to promote your video. Consider using paid promotion strategies like YouTube ads or Facebook-boosted posts to reach a larger audience and drive conversions.
If you have budget for it, leverage influencers in your industry to help promote your videos to their followers, reach new audiences, and build credibility.
- Measure Your Results
Finally, it’s important to measure the results of your video marketing campaigns. Identifying what works and what doesn’t will help you improve over time.
Monitoring key metrics, such as views, engagement levels, conversion rates, and ROI, is essential for assessing the success of your video marketing strategies. Tools such as 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 a combination of creativity, strategy, and technical skills. You can easily create high-quality videos engaging your audience and build brand awareness. 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.