How to Make a High-Impact Marketing Video in 9 Simple Steps
Did you know that 72% of consumers prefer to consume marketing videos rather than text?
Who doesn’t want to take a visual journey through the eyes of another? Stories transform our realities into creative ideas and inspirations.
That—along with the fact that Cisco predicts 82% of all internet traffic will be video by 2022—makes for an absolutely rock-solid reason to start producing video asap.
If you run a business and do any kind of online marketing, video content is a powerful tool to add to your arsenal.
However, before you invest time and resources into creating video content for your marketing plan, you need to know how to go about creating not merely video but a high-impact video for your brand.
Fortunately, you are in the perfect place to do just that. We are about to share with you the nine comprehensive steps it takes to start creating impactful marketing videos.
1. Do Your Research
The first step to take when embarking on your video journey is to create content for your digital marketing plan. Get a head start by taking the time to research a couple of key areas.
The golden keys:
- Competitor videos: these will give you an idea of what your competitors are doing, how to top this, and how to stand out.
- Marketing video trends (such as style, speed, etc.): this will help your videos feel current and modern.
- Your target audience: this will help you create videos they relate to.
- What types of content your target audience likes: this will ensure the videos you make have the useful content and information for your audience.
Out of all these areas, be sure not to skip researching your target audience. It can be easy for brands and businesses to assume they have a good idea of their target audience and customers, but you will only know for sure if you put in the research.
To effectively gain a clear picture of your target audience, you can utilize Google Analytics to gather demographic information such as the ages and gender of your site visitors. In Google Analytics, you will also be able to see data on some of your visitors’ interests by viewing the ‘affinity categories’ and ‘in-market segments.’
To gain further insight into your target audience, you can also analyze your existing content (keeping an eye out for top-performing areas) as well as social media posts.
Primarily, how do people engage with you, laugh with you, and use your product or service as a puzzle piece that completes their unique life experience?
2. Decide Between In-Housing and Outsourcing
The next step is to decide whether you are going to produce video in-house, or whether you would like to outsource.
In-house video production usually works for large businesses that are focused on producing high volumes of video content, as in-house creation can sometimes be more cost-effective for this.
To produce video in-house, you need to invest in equipment and video software and hire somebody to handle the production process if you don’t already have good videography and editing skills.
On the other hand, smaller businesses that need to remain lean and keep their operations scalable often choose to outsource video content creation to professional video production services. For smaller companies, this can be more efficient as well as cost-effective and hassle-free.
If you are worried about the overall cost of video for digital marketing, be aware that video is famous for having a good ROI. According to research, 61% of small business owners are happy with the ROI on their video production.
3. Focus on the Viewer
Although the purpose of your video marketing content is to promote your brand, all good content puts the viewer first.
By providing your viewers with high levels of value, you will heighten the chances of your videos watched and shared. Always a spectacular thing.
To provide value, ask yourself these questions:
- What information do our viewers need?
- What tone and style would cause them to connect to our content?
- What problems/pain points do they have?
- Is there a particular ‘hook’ that would appeal to them?
In this stage, it is a good idea to get very specific about what customers/viewers you are talking to so that you can target them with the right information. For example, potential customers need to get to know your brand and product, while old customers might need explainer videos.
4. Stay on Brand
To fully capitalize on the video content you create, and to achieve cohesion, it is essential to stay on brand.
You can do this by:
- Incorporating your brand’s colors in backdrops and props
- Speaking in your brand’s voice (formal, laid back, funny, caring, etc.)
- Adding your logo
- Sticking to your brand’s aesthetics
- Aiming for a cohesive mood and flow across your videos
By carrying out these things, your marketing videos will become distinctively on brand. This enhances customer trust and furthers to market your brand as a whole.
5. Craft a Compelling Title
As with other types of digital content such as blog posts, titles are highly valuable. Be sure to create a compelling title that draws viewers in and, best case scenario, makes them itch to watch your video.
Great titles are also highly shareable.
6. Plan a Catchy Intro
Once you have a viewer’s attention, it’s time to make them stick around. Do this by planning catchy intros that get them hooked.
Most people have limited time, and a lot of content they would like to look at. Therefore, try to keep your intro short. Long, drawn-out, slow, or tedious intros can easily lead to viewers clicking away out of fear of wasting time.
8. Include a Call to Action
Just like in blog posts, it is a good practice to include a call-to-action at the end of your marketing videos.
Think about what action you would like viewers to take when they have finished watching your video. Then craft this into a tempting call-to-action.
9. Plan to Repurpose
One of the most efficient and effective online marketing strategies is the repurposing of popular content. This saves time and resources and gives audiences more of what they already like.
You can do the same with video content by repurposing segments and footage in other materials. Keep this in mind when shooting and editing.
Now Go out and Make Some Great Marketing Video
Creating a marketing video is an exciting way to break the waters, engage with your brand, and ultimately increase exposure and your bottom line as a result.
Now that you know about the nine essential steps to creating an impactful marketing video, nothing is stopping you from leveraging video to boost your brand to new heights.
If you are looking to outsource the production stage, be sure to explore our services or contact us. We stride past ideas of logic to define creativity. That’s why we work with the best. We have proudly produced for brands such as Allsaints, Monster, and Nike because we’re not afraid to stand out.