It takes time, work, and strategy to produce a successful video. There are a few things to think about before you start working on your video marketing campaign.
We at RisePath bring you a comprehensive guide on how to get started with video marketing.
What plan do you have?
You should have certain aims and objectives in mind from the very beginning rather than making films just to join the trend. What do you hope to accomplish with your video marketing initiatives? How will it enhance your current tactics? How will you distinguish yourself from your rivals?
Consider your audience and the things they would be most interested in viewing. For instance, you might want to give more weight to testimonials or explainer films that emphasise reliability if your research shows that clients are concerned about the dependability of your business. It might be worthwhile to make a film about a particular topic if your search engine traffic indicates that many people are looking for information about it.
What tools will you require?
Depending on the type of video you want to create, you’ll need different tools. You’ll need the following if you want to make a live-action video:
- A camera. Fortunately, the majority of us always have a functional camera on our smartphones. A webcam or smartphone camera should be adequate for your needs whether you’re developing a customised pitch or running a webinar. However, it can be worthwhile to spend money on a professional DSLR that will give you more control if you plan to produce product films or commit to a regular series. To prevent shaky camera operation, don’t forget to utilise a tripod.
- A microphone. The majority of us already have access to a microphone, whether it’s on our phone or with a webcam, just like we do with the camera. The poor audio produced by these mics, however, makes it difficult for spectators to understand what is being said. You can record audio for your videos with a dedicated microphone (either a shotgun mic connected to your camera or a lavalier mic clipped to your subject).
- Lighting. Your lighting will have a direct impact on how well your video turns out. You might be able to get away with using natural lighting if your office is well-lit and you are seated next to a window. However, you’ll need some additional lighting if you want to ensure that your videos have a professional vibe.
- Editing software. Finally, you’ll need software to edit your videos unless you plan to remain with live videos published in real-time. This gives you the chance to fix any errors and add final touches, such as subtitles or a call to action (CTA). Basic video editing features are available for free in the Photos app for Windows 10 and iMovie for Apple devices. Adobe Premiere Pro and After Effects are popular solutions for more sophisticated options.
What will the price be?
Even if it’s more accessible than ever, making and editing videos still has a price.
Depending on the specific video you want to make, you’ll need to employ scriptwriters, animators, performers, and/or voiceover talent if you don’t plan to do it all yourself. Unless you use a freelancing platform or outsource the entire procedure to an agency, you’ll also probably need some additional equipment. Wyzowl’s video marketing data show that the cost of animated videos can be anywhere from $700 to $70,000, while the average cost of live-action videos is $5,000.
You’ll almost certainly need to make more than one video before you start seeing results, so planning a series of films is preferable to committing to a single video. Therefore, it’s critical to estimate the costs before you begin recording a project you won’t be able to pay.
How are you going to organise and produce your videos?
A script with a beginning, middle, and end is necessary before you begin filming.
If your video is an advertisement, you may just have a few seconds to capture their interest, so you need to establish a solid hook right away. What makes this video worth watching? What are their benefits? Give your audience a compelling incentive to continue reading by concisely outlining the benefits rather than wasting time with a lengthy introduction or unnecessary backstory.
Deliver on your initial commitment in the middle. Showcase how the product or service can help your prospect’s problems if this is a pitch or a product video. In a how-to or webinar, focus on the concrete steps that individuals may take to reach the desired result.
A call to action (CTA) that fits your plan should be included at the end of your video. Encourage them to sign up or subscribe for future videos if you’re aiming to raise awareness. Tell them where they can purchase the product if you’re showing a testimonial from a satisfied client so they can become satisfied customers themselves.
How are you going to distribute and market your videos?
Once your creation is complete, you must make sure the proper people see it.
If you’re including a video in your email approach, you might host the video on your website and provide a link to it in the email to increase traffic there.
You must choose the appropriate social media outlet for your audience if you want to employ video marketing to advertise your company there. The most popular method is to upload a YouTube video, however, this isn’t always the greatest option.
According to Wyzowl’s survey, LinkedIn was the most effective medium for video marketing, with 87 percent of those who utilised it identifying it as such. In contrast, Facebook video came out on top when Animoto asked users which social media platforms had influenced a purchasing decision, with 64 percent reporting a video had resulted in a purchase.
How will you evaluate success?
You must choose the metrics to track and use to optimise future videos in order to judge whether your video campaign was successful. You may want to track the following metrics, depending on your goals and what metrics your platform of choice tracks:
- Views. How frequently has someone viewed your content? A high video view rate means that enough people have viewed it and have deemed the title to be intriguing. Check to see how a view is defined if you’re hosting the video on various platforms. For instance, on YouTube, a view is considered to have occurred after watching a video for at least 30 seconds. LinkedIn only allows it after two continuous seconds.
- View length. What percentage of the video has been viewed? It’s ideal if viewers watch your video for a longer period of time. If, however, you notice a decline in views beyond a particular point, it may be because your video or the subject matter failed to capture viewers’ interest throughout.
- Click-through rate. How many viewers were inspired to click through out of everyone who viewed the video? The effectiveness of your CTA in relation to your video will be determined with the aid of this metric.
- Conversion rates. How many viewers who clicked through to your video really converted? Check that your CTA messaging and video align with your overall objective if your click-through rate is high but people aren’t continuing to take the desired action; asking people to click through to “learn more” but then sending them directly to a checkout page will cause a sharp decline in your conversion rate.
- Social Engagement. What do people do after watching your video on social media? Do they subscribe? Share with their friends? Publish a comment? It’s a solid indication that your material has resonated with people if they are taking the time to interact with you and your work.
- Bounce Rate. You’ll be searching for different data if you’re hosting and showing the film on your company’s website. A low bounce rate, for instance, is a sign that the video is enticing viewers to stay on your site longer.
Final thoughts
The opportunity to engage in video marketing has never been greater. In addition to being well-liked by customers and marketers, starting with little to no technology and software enables even the smallest enterprises to begin producing videos.
You can create videos that have a strong return on investment and help your company expand by picking the appropriate sorts of videos that fit with your overall marketing strategy.
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