For any "attract" video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers.
The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision-making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you define business goals and develop activities to achieve them.
After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.
Do you want to attract a new audience to your brand? This top-of-funnel goal is the broadest and probably the easiest to measure. Attracting an audience means presenting your brand as the solution to a problem that was recently introduced to the viewer. This will likely be your first interaction with them, so you want to make sure it’s a memorable one.
Begin with a review of your existing video content. Which formats and topics have you covered, and which have you missied? What's working and what isn't? A thorough audit will help to pick out the strengths and weaknesses of your current videos and suggest areas for improvement. Check out our blog post for a guide to conducting your own video audit.
When starting, choose two or three types of videos and create a bullet list or spreadsheet with proposed topics, a brief outline, and estimated length of the video. Keep in mind that videos up to 2 minutes long tend to get the most engagement. You also want to make sure that each video has a specific call to action for your viewers like subscribing to your email marketing contact list, calling your office, or purchasing a product on your ecommerce storefront.
The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn't commonly used by professionals, but iMovie is still a great option if you're just starting out.
Limited resources don’t have to limit your NGO from developing and implementing an effective video marketing strategy. With the help of a video creation platform, such as Wochit, you can create most of your videos in under an hour. Simply take advantage of the platforms large media library, storyboards, simplified editing dashboard, and sharing capabilities to create fantastic videos that you can use everywhere.
No matter your industry, target audience, or whether you're B2B or B2C, there is no doubt that today a large portion of your potential buyers are on social media. And well-planned, consistently-created video allows you to connect with that audience time and time again to drive awareness and enagagement more effectively than any other form of content.
Vimeo is not as popular as YouTube or Facebook, but its affordable paid subscriptions allow you to upload and customize your videos for placement on your website, landing pages, or email campaigns. A paid subscription removes ads and suggested videos after your clip ends. At BJC Branding, we opted for a paid Vimeo plan, so we could upload video content to our website and share via email marketing.
Animated videosExtended ArticleVideo Animation: How to Engage and Captivate Your AudienceYou might know a little about all the different types of videos there are — welcome videos, how-to videos, brand videos, and more —… Read More have the power to engage and captivate your audience like no other. Animation is an interesting style because it can be used independently of the content in your video; almost any type of video can be made in the style of animation. But animation is especially powerful when it comes to explaining difficult-to-understand concepts or technology.Client: Cargopic It’s also a great for combining with other styles. You can have a lifestyle video that uses animated graphics or animated cutaways, or you can use it entirely on its own. It’s wonderfully versatile and spices up almost any video you create.
Before launching any marketing campaign, it's important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It's crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.
One of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.
Just as important as your visual effects are your audio effects. Sound mixing, dialogue, narration, and music all come together to create the audio that’s heard when your video is watched. Even just adding a layer of ambient sound over a quiet scene can make the difference between what feels like a high-quality video and a low-quality one. Make sure a professional handles your audio mixing, so you have the perfect sound levels, foley effects, dialogue volume, and more.
Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:
The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.
Most of all, your video is never complete without a call-to-action as your final slide. You’re not creating video ads just for the fun of it, though it is fun, but because you want to lead your audience to do something. Clarify what you want them to do and exactly where they should go after seeing your add. The standard best practice would be adding your business logo, tagline and your website or link for that unique campaign.
And always shop around Extended ArticleHow Much Does It Cost to Produce a Video?Video is probably the most compelling way to tell your company’s brand story. But video shoots are difficult and time consuming to organize, and… Read More — not just literally, but figuratively. Ask industry experts how much they charge for certain services (scripting, sound editing, social media distribution, etc.) and how much you might expect to pay if you hired a freelancer or full-time employee instead. Most agencies are more than happy to give you any information you might want, or guide you to others who can better help.
How can you optimize the video you already have? Can you add a stronger call to action? Can you share it on another platform? Think creatively about how to further your video’s reach and effectiveness. If you want more exposure, sharing your video on a new channel could help. If you’re underwhelmed by your click-throughs or conversions, see if you can add an end card with a bigger CTA, adjust the description copy, or create an incentive for clicking through, like a limited-time discount or some kind of contest.
Take a look at your development team as well as the volunteers and employees who contribute to your organization on a daily basis. They can easily create effective videos as long as they’re creative and believe in your cause. Also, take another look at your dedicated marketing team, if you have one. These individuals are already all you need to create a great video because they know how to tell a powerful story, and that’s all it takes.
Your viewer is now an actual customer! Your goal here revolves around keeping them interested in your brand for future purchases or added value. Any video that delights is a success — and the longer they watch, the more likely it is they’re delighted. The tone of your video here will matter greatly. Chances are a long, boring educational video won’t delight your customers as much as a funny, short, social media video will. Keep this in mind when reviewing your data: The view-through rate of a 15-second video will likely be much higher than that of a two-minute video.
Video Marketing is a good way to promote your business. However, it’s not that an easy task and sometimes you need a help from your co-workers like graphic designers if you don’t know how to create or draw your own icon or image to be used in the video. Though you can get from free stock photos and icons sites to compile it for your video, I think it’s better if you create your own.