In a previous article, I talked about why video marketing is so important to any marketing strategy, and why more and more companies are making it an essential part of how they get the word out. If you’re reading this, you probably want to add video marketing to your own marketing strategy, but do not know where to begin. It can be very overwhelming, especially if you have little to no experience with video making. In this article, I hope to give you the tools you need to create your first video for your product or service.
Before you Film
Before you can begin filming, you are going to want to figure out what you want in your video and how you want to convey the information. Generate some ideas, write a script, maybe even doodle some storyboards. Going in blind will make your video not only scattered, but chances are you’ll end up leaving out some important detail or focus on unimportant things, which will only further confuse and deter the consumer. Basically, focus on “who/what/when/where/why/how”. Below are some things to think about when figuring out what you want to put in your video. For examples, I’ll be using a pizza shop.
Know Your Target Demographic
Who is your product or service for? Are you marketing toward the end-user or someone who might gift it? In the pizza example, are you marketing to the person who is going to eat the pizza, or to someone who is surprising a friend with pizza delivery in another state? Why does your target demographic need your pizza? What questions might they have?
After you figure out who you are selling to, you need to figure out who else shares your marketspace. Look at their videos (If they have any), analyze what they are doing right, what they are doing wrong, and decide how you can do better. What makes them special? How can you make your videos stand out from theirs? Why are you obviously the better choice?
Using the pizza example, maybe they have a wide variety of toppings to create a custom pizza, but your options–though not as many–include vegan and keto, for people with dietary restrictions. The alternative options make you stand out from the crowd, making you the better option.
Having a video of just information can be boring and overwhelming. People don’t want to waste their time on something that doesn’t interest them. Once you figure out your target demographic, you can come up with stories that they can relate with and tie it back to your product or service. Stories keep your audience engaged and they will want to care about the resolution, and how your product or service helps solve a problem the character(s) in the story had.
In the pizza example, let’s say that Susan is a college student on a budget and needs to feed her study group on a Sunday afternoon. After much searching, she can’t seem to find a pizza place that has the kind of pizza she needs at the price she can afford, who also delivers. Until, she comes to your shop. Focusing on how your shop allowed Susan to get exactly what she needed at a great price shows what need you are fulfilling, why you are better than your competition, and engages potential customers in an emotional way.
Your video should grab your viewer’s attention from the very beginning. If your video is over fifteen seconds long, YouTube will often let people skip ads after five seconds, so make those five count. Maybe start with a joke, an image, or a catchy jingle to get people laughing and engaged.
Using the pizza example, you could start with a close-up of a slice of a hot slice, with cheese stringing out as it’s pulled from the rest of the pie, while the words “not your ordinary pizza” appears across the screen. After the viewer is hooked by the delicious-looking pizza and curious about what’s so unordinary about it, they’ll want to stick around and see the rest of the ad with Susan.
Call to Action
At the end of your video, you will want to have a call to action, or something you want your viewer to do next. If you’ve made it this far through the article, chances are you want the viewer to purchase your goods and/or services. Give them a website or other place they can go to purchase.
Sometimes, you might want a secondary call to action, for someone who might still be on the fence. Giving this person a place to get more information can then turn them into someone who will purchase your product or service.
Filming Your Content
Now that you have your ideas and know exactly what you want in your video, how do you create it? Can you do it yourself or do you feel you need to outsource? Luckily, with today’s technology, even smartphones are capable of filming high quality videos. You may even be able to edit right from your phone!
Content over Quality
The main thing to keep in mind is you do not need the latest, state of the art equipment. Most people will still watch an entertaining video even if it has lackluster audio and video quality. As long as your content is engaging, you will keep your audience’s attention.
Creating your content is only half the battle. Now that you have your video ready, you need to put it out into the world. Putting your video on the homepage of your website is a good start, but where else can you post it? Facebook, Instagram, and YouTube are all great places to start. Facebook and Instagram have the ability to make sponsored posts that appear to your target demographic, regardless of whether they like/follow you or not. YouTube has the ability to potentially have your ad pop up before someone else’s video.
When you post your video to any of the above mentioned websites, be sure to include as many keywords and hashtags as you can. The more tags and keywords you have, the easier it will be get found in search engines.
Video creation can be overwhelming when you begin to think about everything that goes into it. You need to determine what your target demographic is and who your competitors are. Then you need to figure out how to convey the necessary information in a fun and engaging way to keep interest throughout the whole video. Filming and editing may seem difficult at first glance, but most smartphones have the capability built in if you don’t want to invest in a lot of equipment. Most people don’t care about video quality anyway, as long as it’s entertaining. Lastly, when posting your video online, remember to use keywords and hashtags to be found easier. By following these steps, you should be able to create a marketing video that will increase your sales. Happy filming!