Tips for Using Video Marketing

Published on by Pavel Ushakov in Marketing category.

If you want to remain competitive in the online marketplace, a static website with text-only content is no longer enough to attract the attention of people in your target audience. Video marketing is one of the hottest trends of the year, but many business owners struggle to use this marketing technique successfully. When used properly, video marketing can drive traffic to your website and convey the benefits of using your products and services. Use these tips to create a video marketing campaign that gets results.

Quality Equipment

You do not need to rent a production studio or pay a videographer thousands of dollars to create a high-quality marketing video, but you do need to have the right equipment. Lighting is one of the most important considerations, as the right lighting can enhance the presenter’s appearance and make your products look more appealing. You should also use a tripod to prevent camera shake, which gives marketing videos an amateur feel and drives viewers away from your videos. If you don’t have the money to purchase this equipment, rent it to create your first video.

Set and Prop Considerations

A solo entrepreneur may be able to get away with a video shot in her backyard, but a large company should shoot marketing videos in locations relevant to the products and services being discussed. A company that manufactures swings and slides should consider using a playground to film a marketing video for these products. If you have a home-based business, set aside some space to use as your makeshift studio. Put a nice piece of furniture in a well-lit corner, add a colorful painting or potted plant, and use this area to film all of your future marketing videos. You do not have to spend a lot of money to create a set, but you should focus on making your filming area as professional as possible. If you are on a tight budget, try to set up this area in a room that gets a lot of natural light so you do not have to spend a lot of money on lighting equipment.

Targeted Script

You will also need a well-written script aimed at your target audience. You might target customers who are in a certain age group or those who have a certain amount of disposable income. Make sure the script is suited to the subject matter and the audience; you do not want a humorous script for a video that markets funeral planning services, nor do you want a serious script for a video selling gag gifts. Before shooting your video, rehearse the script several times.

Branding Considerations

Every marketing piece you produce should have a consistent brand message. Make sure every video includes your company logo and tagline. Consider ending the video with a short proposition statement about your products or services. This statement helps viewers understand how your products and services differ from those of your competitors. Include your contact information at the end of each video to make it easier for people to order from you or ask questions about your company.

Creating Low-Cost Videos

Because shooting videos costs more money than writing articles, video marketing can be cost-prohibitive for small companies. One way to take advantage of the popularity of this trend is by turning your written content into videos. Convert your existing content into several PowerPoint presentations by picking out the most important points and using them to make slides. Then turn these slides into videos with Camtasia or similar software. If you have the resources, have someone narrate the videos so that people who are visually impaired can listen to the content.

Video marketing is not another fly-by-night trend; it’s here to stay. That means you must understand how to integrate video into your overall marketing strategy. If you do not know how to add video to a blog post or optimize your video content for the search engines, a business blogging consultant can help you learn how to use video marketing to your advantage.