2022 Video Marketing Guide: Essential Steps to Plan Your Next Marketing Video
Video marketing refers to video as a promotional tool for your company. This word refers to the entire process of generating and releasing a video, including:
- Creating a budget for your project
- capturing and editing video
- Getting your video out there
- Analyzing your video statistics
Adding video to your marketing approach can increase leads and revenue, whether you create short informational movies about your company or longer documentaries about a topic in your sector.
Reasons why you need a video strategy:
Time and time again, the video proves its worth in marketing. It’s more than just a place to release your bottled-up creativity. Video can help your company expand by generating tangible results.
There are two compelling reasons to invest in a video marketing strategy:
Search engine optimization is aided by video (SEO):
Including a high-quality video on a website can enhance the amount of time people spend on it. This straightforward approach could help you rank higher in search engine results pages (SERPs).
According to Wistia research, video boosts search traffic (which leads to more eyes on your brand). Wistia discovered that search traffic climbed by 10.6% for one month once Google indexed their videos.
In addition, for some search results, Google now provides highlighted videos. If your company optimizes its videos properly, you might end up with some prime SERP real estate, resulting in a possibly higher click-through rate (CTR) and more traffic.
Video motivates people to act:
Ninety percent of shoppers feel the video has aided them in making purchasing decisions.
Furthermore, people who employ video marketing get roughly 30% higher click-through rates and nearly 35% higher conversion rates on the internet.
Even if generating revenue isn’t your primary goal, video can assist you in accomplishing your objectives.
People rely on video for new information, so make sure your company can provide it.
When you’re ready to record your videos, don’t just pull out your phone and press record without thinking about it. Take some time to think about what you’re going to make.
If you’re eager to produce but have never worked with video before, you might be unsure where to begin.
Where should you begin with your video strategy?
Define your video’s objectives:
As previously stated, do not begin filming videos unless you have a clear idea of what you want to achieve.
While it may seem intuitive to judge success by the number of views or shares your video receives, you’re better off focusing on metrics that align with your overall company objectives.
The following are examples of common video objectives:
Decide how you’ll distribute your videos:
Because where you share your films influences your goals—and other areas of your video strategy—critical it’s to have a plan in place for how you’ll distribute them when you’re creating them.
When it comes to getting your videos in front of an audience, you have many options, but don’t let the sheer quantity of video distribution platforms overwhelm you! Concentrate on the areas of the internet where your audience interacts with you frequently.
When it comes to deciding where your films will appear, your website is usually an excellent place to start. You can embed videos on your homepage, blog, landing pages, or else you think multimedia material might be beneficial.
If you choose the website way, ensure sure the video isn’t instantly uploaded to a page. This can drastically slow down your website, especially if done in huge volumes.
Instead of uploading your video directly to your website, use a third-party hosting service like Wistia, Vimeo, or YouTube to embed it.
Best practices vary each platform, so conduct your study to prevent wasting time and money on something that doesn’t work for you.
You can post your video on the following platforms (in addition to your website):
You should also know whether your video will be used as a sponsored advertisement or an organic (non-paid) medium, such as a normal social media post. This impacts things like video duration, format, size, and even the content of the video.
Select a video format:
You can choose the type of film you make once you’re sure of your aims and where you want to share your video.
There are many various types of videos to pick from, some of which we’ll go through in our video marketing tutorial.
Business videos can be divided into five broad categories:
- Recruiting videos for employees
- Video introductions to businesses
- Explainer videos for education
- Videos promoting a product or service
- Videos for customer recruiting
A breakdown on how to make videos:
Let’s take a look at the steps to creating a video plan next in this video marketing guide:
A video’s anatomy is as follows: Pre-production.
Before getting behind (or in front of) the camera, you need to lock down the final details in pre-production. At this point, you’re almost ready to start making your video.
The following are some actions that occur during the pre-production stage:
Creating a budget:
To develop a successful video, you don’t need $100,000 or a professional filmmaker, but you might want to set aside some of your marketing money for professional videos.
If you’re creating the film on your own, you’ll need to budget for your team’s time, equipment, editing software, food, and other shoot-related expenses.
If the video is utilized as a sponsored advertisement, you should factor that into your budget.
Although hiring a video marketing agency will increase your investment, it is worthwhile to be unsure of your video abilities.
Putting together your script:
A script guarantees that your videos stay on topic, that your company appears professional, and that your video talent incorporates all of the key elements you want to emphasize.
Even if you don’t want to stick to a script, having a rough idea of what you want to cover in a video can speed up the process. If you know what you want in your video, you can appropriately plan for different camera shots, graphics, and other aspects.
Remember to write in the manner in which people speak if you’re in charge of the screenplay (and you’re not outsourcing the writing). Your script should reflect a few people who speak formally or with impeccable grammar.
Recruiting your cast and crew:
Take into account your team’s level of experience. Is there anyone who has worked in video production or on camera? Is anyone ready to try video marketing if you don’t have skilled videographers on staff?
If not, at least for your first few videos, you might wish to hire some pros from outside your company.
Whether you use freelancers or an agency, your budget will influence how many people work on your video project.
Selecting a Location:
Is your video going to be shot in your place of business? At a client’s place of business (with their consent, of course)? Are you in a crowded city? In a scorching desert?
Remember that wherever you want your shoot to take place, you’ll need to account for transportation costs and time. You’ll also have to carry your video equipment around with you.
If you’ve never made a film before, using your workplace relieves you of a lot of worry and coordination.
The optimal location for filming a video is:
- It is calm and has a lot of natural light
- There isn’t a lot of echoes.
- It is neat; it is well-decorated
A video’s anatomy: production
Now that you have everything set out, it’s time to move on to the production step. Here’s how you’ll go about it:
Gather what you require before editing:
‘Trash in, garbage out,’ as a smart college lecturer once said. This means that you should try to get the footage just right while you’re on set.
It’s not going to get any better when you’re editing if it’s awful when you’re recording.
Before you call it a day, go over your video material again.
Select the appropriate camera:
If you work with a video agency, they’ll provide their camera, but you’ll have to source one on your own if you’re filming the video in-house.
You don’t need to spend more than a college education on a cinema camera. Yes, such things do exist.
Here are a few camera terminologies to be familiar with:
- The sensitivity of your camera’s sensor to light is measured in ISO.
- Aperture is the portion of the camera that controls how much light enters the camera.
- Shutter speed refers to how quickly a camera’s shutter opens and shuts.
- White balance refers to a photograph’s warmth or coldness.
Decide on your lighting:
Your shot’s lighting may make or destroy it. If you don’t have access to lighting gear, make sure your video shoot site has adequate lighting.
In front of your subject, you’ll want natural light. If the background is too bright, your video subject will most likely be underexposed.
How to Get Your Video Noticed:
Put your video on the internet! The rest must see your creation of the world. Your video doesn’t have to be shot in a single location. Repurpose your content for different platforms to get the most out of your video strategy.
Depending on how you share your video, you may need to edit a few new versions.
Let’s imagine you want to get more visitors to watch your video on a specific page of your website. You can do the following:
- Share a sneak peek of your video along with a link to the full version on social media.
- Encourage your team to spread the word about the video to their friends and relatives.
- Please send an email to your mailing list requesting that they watch the video.
- Create a YouTube video ad that directs viewers to your website.
- Inquire with industry bloggers and influencers about linking to your video.
How do you know whether your video is a success?
You’re not finished with your video strategy when you’ve launched your content. To see if what you’re doing is working, you need to track your video performance over time.
Remember those objectives you set at the start of the video production process. Compare your metrics before and after the video went live.
I hope you find this article helpful and you got to know everything about video marketing. Now, get your camera and start posting.