Video content has become a standard part of the modern business’s marketing strategy. A video on your landing page can increase conversions by 80%, and educational video channels are an excellent way to connect with wider audiences.
Your business needs a video marketing strategy. No matter the size of your team or the budget you have available, you can create effective, high-quality videos that have a positive impact on your company’s brand.
Crafting Your Strategy
Every piece of content that you release becomes a part of your brand identity; this means that every part of your company’s marketing strategy should be planned and discussed by your team. You should develop a written and refined strategy well before you actually start recording.
What Kind of Content Do You Want to Make?
Video marketing needs to serve a purpose. Decide why you think videos will help your company’s online presence. Do you want to highlight a product, define your company’s brand, or educate your audience?
There are many different types of business video. Populate your feed with a nice mix of content that meets your goals and keeps your users engaged.
- Tutorial videos are a great way to educate your audience and establish your brand as an authority.
- Brand highlights help set a tone for your company; these videos often look like traditional ads.
- Testimonial videos from either customers or CEOs can give your business more personality.
- Update videos get clients excited for your new projects and make great additions to your portfolio.
Understanding Your Audience
Market research is an important step to take before you launch any content strategy. Think about who your ideal customers are, and decide which kinds of videos will most appeal to them. If you create products for busy executives, they probably won’t be interested in lengthy tutorials. Instead, try short product updates that let them skip most of the reading on your site.
Releasing videos will increase the size of your online audience. Make videos that appeal to your current demographic while inviting new customers into the fold.
Developing Your Content
The more effort that you put into producing a video, the better it will turn out. Create a process or a template for your videos; that way, it will take less work to produce future installments.
The Three Levels of Video Content
Tyler Samani-Sprunk from Moz breaks down marketing videos into three basic categories: A-level, B-level, and C-level.
A-level videos are high-budget productions. Expect to see professional acting, animation, and video quality. There are many reasons to create an A-level video, but due to the cost, it’s important to understand how that video will serve your overall strategy.
B-level videos are standard across the internet. These videos use mid-level cameras and editing techniques, and they are usually focused on content. Check out Tasty’s cooking videos for a great example of B-level videos; there’s a lot you can do with a reasonable budget.
C-level videos are made with a basic camera and someone talking. These videos are extremely cheap to produce, and they can be a great way to connect with your audience; however, you should still take steps to make them as high-quality as possible.
Your content strategy will probably include a mix of B-level and C-level videos; invest in the occasional A-level video when it makes sense for your brand.
Building Your Video Team
Any marketing team with a camera and some editing software can start making amazing videos. Whether you have a team of two or twenty, you’ll need someone to fill each of these roles:
- Scriptwriting: Even the most natural-sounding videos started with a script. Scriptwriting is a form of copywriting and should be taken just as seriously.
- Acting: Someone needs to be in front of the camera. Team members who are willing to act should be paid more; their face will become part of the company’s brand.
- Directing: Elements like setting, tone, and style are determined by the director. This aspect takes more work than you think. On small teams, either the writer or the producer will usually take on the directing role.
- Producing: Filming and editing are both necessary elements of video production. Someone on your team should know how to work a camera, record audio, and turn your footage into a masterpiece.
Creating the Perfect Video
Like any other form of content creation, video production is an art of its own. You should consider hiring a dedicated video producer to handle this aspect of your marketing strategy. In the meantime, try these tips to get more from your footage:
- Choose the right run time. Updates and ads should be short and sweet – try making them between 2 and 5 minutes long. Tutorial videos can be significantly longer.
- Create a title card. Every one of your videos should start or end with a recognizable logo, clip, or sound. This will tie your videos together as part of your brand.
- Know how to use your equipment. Even if you’re creating C-tier videos with an employee’s smartphone, you should still know which tools are available and how to get the most from them.
- Learn basic video editing tricks. You’ll be amazed at the difference you can make with a few special effects and intelligent editing practices.
- Pay for great stock resources. If you want your videos to look professional, you should use the same tools as the professionals. You can get stock photos, background music, and even filler footage from a variety of sources around the internet.
Publishing Your Content
Once you have an amazing piece of content, you need to get it online. The way that you publish your video will impact how your viewers see it, so take extra care during this step.
Choosing the Right Media Platform
Where do you want fans to see your video? Consider the requirements of the platform and the type of audience you’ll find there.
- Your website – You should always publish your video content on your company’s website. This ensures that your entire audience can find it at a moment’s notice.
- Social media – Social media is a great way to let your audience know that a new video is out. Don’t just link to the video; try to upload it directly to the platform.
- YouTube – If you frequently release videos, consider starting a YouTube channel to reach more viewers. Make sure that your channel branding matches your company’s identity.
- Vimeo – Vimeo is a paid alternative to YouTube with some great features. Remember that you can host the same video in multiple locations.
Optimizing Videos for SEO
SEO tactics are essential to a video’s visibility. Ask your SEO expert for guidance. In general, follow these rules:
- Choose interesting titles. Viewers need a reason to hit play. Catchy thumbnails are another important part of this equation.
- Make it clear what the video is about. Your audience should know what they’re watching within the first 30 seconds of video runtime. If they can tell from the title, that’s even better.
- Take advantage of tags and descriptions. Every extra keyword will help search engines catalog your video and direct the right audience to it. Remember to write for both audiences and search engines.
Creating a Release Schedule
If you’re creating a video series, make sure that you release new installments on a consistent schedule. Space out your videos by a reasonable amount, and let viewers know when they can expect the next piece of content.
A good release schedule will provide enough content to keep your audience engaged, but it also won’t spam them with irrelevant information. Remember that posting a new C-tier video every day will push your A-tier video further down in the queue. Take advantage of the option to “pin” your best video to the top of your feed.
Video production is an essential tool in your business’s marketing strategy. As with any other marketing method, you’ll need to decide how much you’re willing to invest in a video based on the returns you believe it will bring your company. Listen to your content marketing experts, and create excellent videos that you know your audience will love.