Search ads aren’t video-friendly just yet, but you can target high-volume keywords related to your product, service, or brand and create a landing page for your video content. Whether your goal is to educate about a certain topic or introduce your product, you can drive these high-traffic keywords to your page for a low cost per click and get huge returns.
If you’re here, it’s because you know the importance of video marketing. Brands can no longer get by using written content and images alone — nowadays, that’s uninteresting and unengaging for consumers who are inundated with live streaming, interactive 360 videos, augmented reality, and more. In the United States, digital video marketing Extended Article67 Video Marketing Stats You Need to Know for 2019It’s hard to believe, but 2019 is here and that means your marketing strategy calendar should be in full effect! That’s twice as true… Read More is a $135 billion industry. That means brands everywhere are realizing the value of video and investing in its creation and distribution.
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.
Did you know that 65% of your audience are visual learners? One of the most powerful methods you can use for video marketing is to educate your audience. And the great thing is that education comes in many forms. For example, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it. Or you can create a webinar to showcase your industry knowledge, position your brand as a thought leader, add value to your consumers’ lives and collect leads in the process.
Now that you've attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer's problem, whether that's before the form on a landing page or as the offer itself. Overall, the goal of this kind of video is to educate and excite.
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.
Earned video distributionExtended ArticleHow to Perfect Your Earned Video Distribution StrategyWe’ve talked about owned and paid distribution and the effect they can have on your video’s success. While they’re the most common ways to… Read More is one of the trickiest types of distribution due to its uncontrollable nature. Try as you may, earned media means you’re essentially leaving this distribution up to chance, though there are some definite efforts you can make to push the needle a little further in your favor. Since earned media is totally free to implement, it’s just a matter of putting in the effort and not being afraid to follow up.
In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.
Enterprises turn to NGDATA’s Intelligent Engagement Platform to uncover emerging opportunities in customer data and for the orchestration of hyper-relevant experiences. Through an intuitive UI, Marketers & business users gain unprecedented access to internal & external data and an AI-powered suite of capabilities to analyze, predict, and orchestrate dynamic 1:1 experiences across millions of customers in real-time. Enabling brands to deliver experiences as unique as the people who receive them, at the time and place they matter most.
Publishing your video across all your owned channelsExtended ArticleHow to Distribute Your Video on Owned ChannelsIf you know content is king, you probably know distribution is queen. Creating amazing, engaging video content is difficult, but distributing it can be… Read More is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.
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.
Unless you’re a creative director or production manager, you shouldn’t have to worry too much aboutExtended Article7 Things You Need to Know About Video Post-ProductionPost-production is the third and final stage of the video production process. By now, you’ve completed all pre-production preparations and have likely just wrapped… Read More the post-production process. That is, it’s helpful to know what goes on, but you likely won’t be doing anything very hands-on during this stage. Post-production revolves heavily around video editing and graphic creation, which means you’ll have either hired experienced editors or an agency, or will have assigned this work to the appropriate people. Keep an eye on timelines and make sure you familiarize yourself with the post-production process — but don’t think of taking all this work on yourself!
Try to keep social content videos under 30 seconds. Pay attention to aspects unique to social media, like muted autoplay and video looping; you can actually use these tools to your advantage by playing with silent audio and creating seemingly endless loops. Also take advantage of highlighting positive customer feedback in your social videos — this increases your credibility and spreads positive word of mouth.
Mini-documentaries Extended ArticleAnatomy of a Mini-Doc: What It Is and How to Knock It Out of the Park“Documentary” used to be a dirty word to the average viewer. Normally educational, often stodgy, and more than a little cheesy, documentaries were the… Read More are less about your brand’s visual aesthetics and focus more on expressing your company’s core value or mission statement in a documentary-style format. This is usually accomplished through interviews with key company representatives, like founders, employees, or satisfied customers.Client: RFK - School for the Visual Arts & Humanities (LAUSD) To make a big impression, it’s important your mini-doc keeps it short and sweet. You want to highlight excellent sound bites that tell viewers exactly who you are, all while maintaining their attention. While feature-length documentaries have enough time to develop a full, three-act story, mini-docs don’t. They have to establish their story by quickly answering three crucial questions: what, why, and how. What is the focus of this video? Why should the viewer care about this? How does your subject work? This helps you get key pieces of information to your audience in a fun and interesting way.
During the shoot, your job goes beyond pressing record. First and foremost, you need to be a coach. Balance critical feedback with support and be quick to give encouragement after each take. This is why conducting a table read during the scripting process is so important: It's easier to give feedback when there's not a camera in the room. Remember, be a little silly during the shoot or your talent will be on edge and uncomfortable — and it will show in the footage.
Also think about what emotion you want your story to impart on the viewer as you craft your story. Do you want them to laugh? Should they feel inspired or happy after watching your video? Whatever emotion you want your viewers to have, think about that as you write your script. Everything from the props and the location to the colors and the wardrobe will communicate this, so choose every detail wisely!
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.