If you’re interested in making marketing videos, it’s important to know how to produce videos that will make the most impact on your business. A video production company can help you with some of the technical aspects, but understanding the process and tools of video production is essential.
In 2017, video content will represent 74% of all internet traffic. If that’s something you’re interested in being a part of, you need to know these seven things about video marketing and production.
The Purpose of Video Marketing
A marketing video can have one of several goals. Understanding exactly what you’re trying to accomplish will help you make decisions about length, setting, and who should be in the video.
Here are some of the purposes you can choose from when making a marketing video, and ideally, you should have videos in each of these categories:
- Educational. Educational videos are intended to help prospects understand the need for your product and to help customers understand new ways to leverage your product. Answering questions and doing demonstrations are educational videos.
- Entertainment. All videos should have at least some entertainment, but some marketing videos are made expressly for this purpose. The choose-your-own-adventure series from Hell’s Pizza is a great example.
- Behind-the-Scenes. Showing the human side of your business can help people feel like they know, like, and trust you, so they’re more likely to buy from you.
Ideal Video Length
Videos should be short, but long enough to make the point you want to make.
While viewership drops off at around 90 seconds, the top 10 most shared videos in 2013 averaged over four minutes. Keeping videos between one and five minutes should work well.
If you’re working with a video production company, ask them how long they plan to make your videos and ask them for data that backs it up. Depending on your industry, it’s possible that longer videos do well.
Video Production: Screencast & Animated
There are different types of videos you can make – not all of them need to have live actors in front of a camera.
Two formats you can use without live actors are a screencast and an animated video.
In a screencast, you record the screen of your computer and include your comments in a voice-over. This type of video is excellent for demonstrating a software product or giving a tutorial.
You can use animated videos for education or entertainment. Animations and characters tell the story you want to share. You can easily outsource the animation, although a good video production company will be able to take care of this.
Video Production: Live Actor Videos
Videos with live actors are more involved and expensive than screencasts or animation, but they also build a lot more trust in your company.
Nonverbal communication represents a large part of how you get your message across, and live people are natural at sending these signals.
Video with live actors is the type of video most people think of first, and it’s best for times you’re trying to build a personal relationship with your viewers. Live video is ideal for behind-the-scenes videos and for educational videos where you’re looking to build trust.
Define & Focus on Your Audience
People buy from those that they know, like, and trust. To create those connections, you have to make sure you’re focusing on the right customer with your marketing videos.
First, define your audience. You need to know exactly who you’re hoping to attract. Once you have defined that, you’ll be able to choose other aspects of video production.
Then, have a strong customer focus. People aren’t interested in you; they’re interested in how their problems can be solved. Be sure to center on the transformation the customer will experience by buying from you. It’s the best way to make a big impact!
Communicate Effectively With Emotion
A video is a powerful form of marketing because it combines two mediums – the spoken word and visual images.
Both can be used to impact your customer and encourage them to buy from your company.
Focus on creating an emotional connection. People remember much more about how you make them feel than what you said. Concentrate on creating positive emotions like trust, humor, and compassion.
Make sure you’re communicating effectively. Video gives you two forms of communication – visual and audible. You want to make sure that both your images and your words tell the story you intend. If you use a musical background, it should complement the story and pictures while being appropriate for your audience.
When your video production company works with you to create these results, you’ll have a video marketing campaign that will bring great results for your business.
Have a Strong Call to Action
Even the best marketing video in the world will fall flat if you don’t tell the audience what they should do next.
Think carefully about your sales funnel and where a particular video fits in the sequence. Use that to determine what you want the customer to do next.
Should they visit your site? Sign up for a consultation? Share the video with friends?
Think about sharing your call to action in multiple points of the video. Not everyone will watch to the end, so don’t be shy about putting a call to action in after the first 30 – 60 seconds too.
Use a Video Production Company to Strengthen SEO
A lot of video production has to do with choosing the topic, setting, actors, and tools.
However, if you put out the most polished video possible and no one finds it, you’ve wasted both time and money.
When you put a video out, be sure that the video SEO is done well. The keywords you use in the title, meta tags, descriptions, and other key areas should be relevant to your industry and company. Consider using keywords that have less competition, or locally-relevant keywords.
- Instead of “Pizza Delivery” focus your video keywords on “Houston Pizza Delivery” or even “Deer Park Pizza Delivery.”
- Instead of “Real Estate Marketing” focus on “Real Estate Marketing on Pinterest” or “Facebook Marketing for Real Estate.”
By using the Google Keyword tool or SEM Rush, you can find out what keywords are the most searched for topics related to your products and services. You can use this information to decide how to focus your SEO.
Having a great video production company on your side can take a lot of these considerations off your plate. Let the team at Milgrom Marketing take care of your marketing needs. Contact us to set up a free consultation today!