The first step in creating your video strategy is outlining your video’s goals. Ideally, you’ll want to create a video forExtended ArticleThe Right Video Content for Your Marketing FunnelBefore you embark on creating a video marketing strategy, it’s important to know what stage of the marketing funnel you’re targeting. This is important… Read More every stage of the marketing funnel. But, initially, you’ll have to decide which stage is the most important to target.
Bottom line, overall strategy and data should drive your video marketing strategy. First, plan a solid strategy to develop video(s) for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective. And whatever you do, do do video; in 2017 and beyond, it’s the cornerstone of your brand’s marketing efforts.
One way to connect with customers is by posting tutorials relevant to your line of work. While it may seem as though you will be giving away your secrets, you’ll actually establish yourself as a subject matter expert, leading viewers to want to learn more about your business. A salon could offer styling tips, for instance, and a marketing firm could do a series on building your brand using the latest social media site.
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.
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.
Within your channel itself, you can also organize videos into playlists, making it easy for your audience to search within your content. As a social platform, viewers can engage with your videos by liking and commenting on them, providing you another chance to interact with your audience. YouTube also offers a variety of advertising options for more sophisticated targeting.
Test and listen. Think you can record the perfect voice over in just one take? Think again! Invest in a good pair of headphones and keep an eye on your audio quality throughout the recording process. It's easier to get a new take of audio than trying to fix it during the editing process. We recommend running through your script a few times, especially the first few paragraphs, to ensure that your voice is fully warmed up. If you hear popping or hissing sounds, try standing further away from the mic or invest in a pop filter.
Before you start filming, set a music budget and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you're dealing with digital content. Bottom line: Most music isn't free. If you use another artist's music without permission or proper licensing, you risk video removal and legal action. In order to avoid copyright infringement, you'll need to find royalty free tunes or pay a composer to create an original score. Royalty free songs aren't free to use; they're quality songs available for a single flat fee. This means you don't have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty free music.
Talk to your existing customers. They are the ones who already know, like, and trust you enough to buy what you're selling. Their input could help you create content that attracts more of the similar audience. Literally set aside 30 minutes to call them and ask why they hired your product to solve a problem and what content they'd like to see you produce.
In addition to visual editing, you can (and should) add graphic effects to your branded video. These graphic elements can include animation, text graphics, fade ins or outs, lower-third graphic overlays, interview names and titles, logos, product modeling, and more. These elements really tie all your branding efforts together, so use them smartly and you’ll have a professional video you can be proud of.
If you want to attract a new set of customers to your brand, you’ll want to create an awareness stage video. If you want to engage your audience, you’ll want a consideration stage video. If you’re close to closing the sale and need to nurture your prospects, you’ll want to create a decision stage video. You can also create a video to delight those who have already purchased from you, or an internal video to help motivate your team or recruit new employees.
Instead, invest in an external hard drive like one of the Lacie Rugged models. External hard drives come in a variety of sizes and port options (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase “working off of an external” to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.
Because your definition of a “conversion” is up to you, the metrics to measure here can vary. Generally, a strong video will have a high percentage of clicks, calls, signups, or sales. A strong video may also lead to more interaction with your brand, meaning your video has maintained the viewer’s attention, but they may need just a little more information before making their decision.
The truth is that what got you to this point in business is likely not going to get you to the next level. If you're feeling stuck, join the fray. Most entrepreneurs are so busy working "in" their businesses that they fail to work "on" their businesses. As a result of dealing with the day-to-day operations of a company that includes customer hand-holding, supply-chain demands and more, we often neglect to wield the right marketing strategies that will help fuel our business's growth.
After you've determined the type of music you need, it's time to start analyzing potential songs. Consider the song's pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you're looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.
This is an important step, but remember: not every metric will correlate directly to revenue. Some metrics, like lifts in brand favorability or consideration, don’t pay off immediately. They can take months or more to come to fruition, so be patient and make sure you’ve got in depth tracking enabled so you can do a better job tying your video metrics to ultimate sales.
The right lighting can make the difference between a beautiful, high-quality production and a shoddy, low-budget production. Lighting sets mood, lighting sets tone, lighting sets the entire look and feel of your production, so pay close attention to it. Again, you should have a professional handle this for you, but don’t forget to check your shots and approve the look and feel.
Include a full transcript of your video in the blog post. If you're a words guy like yours truly, you'll want to read along and reference the material after you watch the video. It's a nice way to flesh out your blog post while using the content you've already created. Provide a link to your video to a service like Rev and get your full transcript without typing a thing.
The engage stage is the hardest to correlate to cold, hard sales. Because users aren’t necessarily looking to purchase here, they can watch your video, learn some information, and not come back to your website for a long time. Try to implement detailed tracking information to show you big-picture user behavior; drop cookies and retrieve path information for every person who views your video or goes to your site. Then, you can see what percentage of visitors end up buying from you.
Earned distribution, like owned, is free. You have relatively little to lose using it other than time and effort, but unlike owned and paid, the payoff can be drastically more unpredictable. From SEO efforts that boost your search presence, to building relationships with influencers you’ve never met, you never quite know what your ROI will be — it can be enormous or it can fizzle to an end. But don’t skip earned distribution altogether! Take a little more time to think strategically about which earned channels will help you accomplish your video goals.
A product videoExtended ArticleWhy a Product Video for Your Ecommerce Company is NecessaryPicture this: You’re looking for a new electric bike online, and you find what seems to be the perfect one for a fraction of… Read More tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand.
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:
If you're looking for awareness, share your video content on social media and optimise it for video SEO. Consider how much you might need to spend on video ads on YouTube or Facebook to help speed up traction. Think about which influencers you can connect with to help expand your reach. As you move further down the funnel, you'll want to target leads where they're already showing interest and engagement with you: like on your website, in emails and in sales conversations.