Why Use Video for Marketing?
Video is a powerful medium that many business folks timidly avoid.
After all, it can appear very complex! What tools do I use? How do I know what to make? How on earth am I going to explain the value of this to my boss? If you answer these questions, video can be a major asset to your business. Appealing to both audio and visual senses, video is powerful, emotion evoking content that people love to share. Marketers can use video to generate traffic to their websites, build brand buzz, and generate inbound links (which can help with SEO) and grow social media reach.
How to Develop Your Video Idea
1. Decide What Type of Video You Want to Create
There are many different types of videos you can make. Which type of video is right for your project? That depends on how you want to film your video and what the purpose of your video will be. Pick a video type for this project. For example, you could make a:
– Creative or “viral” video
– How-to video
– Video interview
– Talk show-style video
Next, decide on the format for your video. The format will determine the video’s style. Will you film in HD? Do you want to record using a 16:9 (or wide screen) aspect ratio? (Many companies do!) Perhaps you will create a stationary set, and use a tripod to film your video. Maybe you will hold the camera while recording. To help you decide, watch other videos to see what you like.
2. Set Your Video Goals
Creating video is a lot of fun, but as with any marketing project, it’s important to set goals for the video you produce. What do you want to achieve from your video? Suggested Goals:
1. Increase “direct traffic” to your company’s website
2. Grow your YouTube Channel’s subscribers
3. Grow your blog RSS subscribers
4. Build inbound links into your website
5. Develop company personality and brand
6. Recruit new employees or build company culture
7. Increase brand awareness (search traffic for your company name)
3. Storyboard Your Video
Storyboarding is a technique to map out a video sequence prior to filming. In true form, a video producer would draw the scenes on paper as they would appear on camera. For marketing purposes, create a storyboard in written form to plan for your video’s content.
1. Pick your topic.
What will your video content be about? This could be a simple interview subject or a complex plot and storyline. Brainstorm the topic of your video.
You could ask: What’s popular in mass media or on the news?
Does someone in our company have an interesting talent?
What does our target audience find funny?
What does our target audience want to learn?
2. Write the script.
Once you’ve picked your topic, you need to write your script.
If your video will require multiple shots, characters and scenes, script out your video in detail. Be sure to include the sets, stage actions and dialogue. If your video will be mostly conversational, create a list of bulleted notes. It will keep you organized during filming and save you time later.
3. Decide on your video’s call-to-action.
Too often, marketers leave a video’s call-to-action to the very last minute.
Decide what your call-to-action will be while writing your script.
What do you want people to do after they watch your video?
Be sure to connect your call-to-action with the goal you set for your video.
Here are some call-to-action examples:
- Subscribe to [your channel] on YouTube
- Watch this next video
- Friend us on Facebook
- Subscribe to our blog
It’s also important to remove as much “corporate friction” from your
Video calls-to-action as possible. If your call-to-action (or the video itself) is too corporate in nature, people will be discouraged from sharing it with their network, decreasing its reach. You don’t want people to think your video is a commercial if that’s not its purpose.
How to Record Quality Video
There are three key factors that determine the quality of your video: video picture, audio and lighting.
Here’s how to succeed with each factor:
1. Set the Scene for Your Video
When filming, first “set your stage.” And remember, details are important! For example, if you’re using a tripod, make sure it’s level. Are there papers in the way? Any classified information on the wall in the background? Also, make sure your scenes stay consistent, also known as maintaining continuity. This is incredibly important for post-production and editing. Was there a mug on the table in your first take that somebody moved in your second take? If you use clips from both takes, it will look awfully strange when a mug suddenly appears!
2. Use Specific Camera Shots and Film Techniques
How you film your video can make your content more interesting and add a touch of professionalism. When filming different scenes, think about the best angle and perspective for each shot. Over Shoulder: This is a great angle to show the perspective of one person listening to nether person. This technique could be used during a camera interview or a character dialogue. To get this shot, put the corner of the camera directly behind someone’s shoulder. You can use this technique with multiple people to capture the dynamic of a conversation.
Low-Angle Shot: This camera angle is done by putting the camera below an individual, pointing up. This gives the person on camera an essence of power and strength. These shots may be great for presidential figures, bosses and heroes.
High-Angle Shot: This shot is the exact opposite of the previous shot, with the camera above the actor, pointing down. This shot makes the character seem timid, lost or young. This would be a good angle to show an adult looking down at a child or a superior looking down at a scared employee who is about to be reprimanded.
Bust Shot: If you are filming a video interview, this would be the best shot to use. Frame your characters from the belly button up, or lap up if they are sitting. This shot is important if you need to see hand motion and interaction.
3. Record Quality Audio
Having high-quality audio in your production is even more important than having a perfectly crisp picture. People need to hear the dialogue and information to understand what’s going on.
Quality Audio Checklist:
1. Plug headphones into the camera to listen to the audio feed while you’re recording. That way you will be able to hear more detail.
2. Always do a sound check before you officially begin recording. Check audio levels and sound quality.
3. Remove all background noises, if possible. Check for buzzing from items like refrigerators or ventilation systems.
4. Avoid filming in open rooms with tile or other building materials that could create echoes.
5. Make sure you stop or pause your recording if you’re interrupted by loud noises like sirens or construction
4. Use Good Lighting
Lighting is an incredibly important factor in video quality. Without good lighting, your video could look dark, grainy or even discolored. Good light also helps remove awkward shadows and increases the clarity of your picture!
One very simple lighting technique is called “three-point lighting.” With this technique, you have a key light, a fill light and a back or hair light.
1. Key Light: This is the primary light facing the person being shot.
2. Fill Light: This light is slightly to the right or left of the person, and fills the area with light.
3. Back Light (or Hair Light): This light goes directly above and behind the subject. This removes shadows and gives the person’s hair a nice glow.
What should you avoid when lighting your set?
1. Avoid recording a scene with a window in the background. This will cause your subjects to be dark and difficult to see.
2. Avoid creating shadows as much as possible. If you see people making shadows on the wall, you may need to rearrange your lighting and re-record previous shots.
3. Avoid washing out the people in your videos with strong lighting.
A person who is “washed out” appears very pale on camera, making it difficult to see the detail of that person’s face.
How to Edit Your Footage
During the editing process, you turn your video footage into a final product! Editing is a detailed-oriented process, and small changes can have a big impact on the quality of the final product. Ask your colleagues for feedback along the way.
1. Use Video Editing Tools
Beginner Editing Tools:
iMovie is an Apple product that comes free on all Mac computers. It’s a great drag-and-drop style tool to do easy, yet professional-quality videos.
(iMovie exports video files as .mov.)
Camtasia is a TechSmith product that’s great for creating screencasts and editing very simple videos. (Camtasia has multiple video exporting options.)
Windows Movie Maker is a free Microsoft product with similar features to iMovie. It also makes slideshows. (Windows Movie Maker exports video files as .wmv.)
Pro Tip: For exporting HD video, use the original video resolution you imported for the camera. It will give you a very large file, but it will be crisp and clear. When exporting HD for YouTube, use 1920 x 1080 (1080p) or 1280 x 720.
2. How to Publish and Promote Video
Once your final product is complete, it’s time to publish your video for the world to see. Where you decide to publish should align with the original goals of the video.
1. Upload to YouTube and Other Video Sharing Sites
YouTube is the second largest search engine and an incredibly popular video viewing website. Twenty-four hours of video are uploaded to YouTube every 60 seconds!
1. Create a YouTube Account if you haven’t yet. Edit it with your information, logo, etc.
2. Upload your first video.
3. Add an intriguing title and add tags that folks might use to search for a video like yours.
4. Add a URL linking to your website (or a link of your choice) at the beginning of the video description, followed by a sentence or two about your video.
5. Save and publish!
3. Promote Your Video
Promote your video the same way you would any piece of great content. Embed the video in a blog post. Tweet a link to that blog post on Twitter. Embed a YouTube video to your Facebook Page, as well as your website.
If you are using YouTube to host your video, slowly people will subscribe to your channel as you create more content. With a large subscriber base, you will get more views on your videos.
Pro Tip: Use the Viral Nature of YouTube to Promote Your Video
If you think there is a chance your video is indeed remarkable enough to “go viral,” you can use the YouTube community features to promote it. Right after you upload your video, drive as much traffic to it as possible. YouTube rewards videos that have a surge of traffic immediately after being uploaded to YouTube. There is a 48-hour window when videos can receive “honours” and be featured on the YouTube site.
Depending on its viewership compared to other videos in its category, YouTube could recommend your video to people on YouTube who are watching other content like yours, helping increase your viewer count.
How to Measure Your Video’s Success
Don’t rely solely on video views to determine the success of your video. Instead, focus on the goals you originally set. Below are three important metrics for gauging the impact of your video on your business.
1. Website Traffic: Direct Traffic or Company Search Traffic
For a viral-type video, you might analyze direct traffic as a measurement of success. Did people view your video and then type your company’s URL into their browser? Similarly, perhaps the amount of search traffic your website received for your company name increased the week after launching your video.
2. Social Media Reach: YouTube Channel or Blog Subscribers
If your goal is to extend your social media reach, perhaps you want to measure the growth of subscribers to your blog and YouTube Channel. Now, when you promote upcoming content, you can touch more people.
3. Leads and Customers
Of course, money in the bank is everyone’s bottom line! Most often, video doesn’t directly bring in leads and customers. However, it can be used to supplement and promote other lead generation campaigns. For example, the week you publish a video, you may receive a boost in website or blog visitors who may convert on a landing page unrelated to the video.
Also, video gives your company personality, which can differentiate you from your competition. Do you have a sales team that speaks directly with leads and prospects? If a sales rep follows up with a person who has seen one of your videos, most likely they will have a much more personal conversation that could help close the deal.
Video Publishing Sites
YouTube
Viddler
Vimeo
Break (Video Humor)
Blip.tv (Podcasting)
Business Video Publishing Tools
Video ROI Measurement Tools
Vidmetrix by Visible Measures
InPlay by Tubemogul
HubSpot Software
By Hubspot