How to Make a Marketing Video For Your Business
If you’re a small or relatively new business then creating a marketing video or a series of marketing videos to promote your business, its services and its brand to a wider audience using channels such as social media can reap great rewards. They’re shareable and are a great way to tell the world what your brand is all about.
Beyond the obvious visibility and branding exercises, sharing a well thought-out and engaging marketing video can also create a strong ROI. In fact, 89% of video marketers have reported that marketing videos have returned good, measurable ROI.
Regardless of whether you possess the in-house resources and video editing software knowledge or not, you may not have the time to map out, shoot and edit a marketing video in a short space of time. This is where hiring a freelance marketing videographer may come in handy. Alongside this, there are a number of other things to keep in mind when making a marketing video for your business. In this guide we’ll go through some key points to ensure the end result of your video is engaging and effective from a branding and ROI perspective, regardless of whether you choose to hire a freelancer to help or not.
So… what does your business or service actually do?
We know this might be an obvious question to answer as a business owner or brand manager, though prior to getting your marketing video into production its really important to go back to the drawing board and answer the key fundamentals of what, why and how.
You should know your product better than anyone, though ensuring the recipients of your marketing materials know this too can be a challenge. It’s best to put yourselves in the shoes of the consumer to try and identify some unique and useful answers to a problem that your product offers. Using a fresh perspective, look at your product as if you know nothing about what it is or what does. Begin mapping out your marketing video storyboards with your creative and content teams to ensure that throughout, the video answers these points above everything.
For example, if you’re video is showcasing a certain product, use parts of the video to demonstrate the pain point in question and how the product solves this. Consider it from the perspective of a potential consumer who knows nothing about your product – you want to demonstrate in a quick and succinct manner what your product does.
Take a technology product for example. Think of previous videos or advertisements for successful and popular technology products and what they’ve focused on. If it’s a phone for example, you won’t expect the video to spend its time detailing the battery life or the size specifications.
Build and showcase your brand personality
You’ve no doubt got competitors in the space your trying to build your voice in and your product. Unless it’s a genius new invention it probably has existent comparables in the market. This is a big challenge for your branding though is where your tone of voice and personality can really come in and make a difference.
Think about your company’s mission and what you stand far. What is your company culture? What sets you apart from your competitors not only in product but in message? Think about how this translates into the visual aspects of your video such as your colour palette and imagery. Inject elements of personality in your video imagery to make it memorable.
Does your brand convey a more warm, friendly and lighthearted tone? Utilise this in your tone of voice in the video and perhaps keep things snappy and light-hearted. If one of your founders or key people within the business has a bit of a brand following or has good levels of charisma and presentation skills, think about putting him or her in front of the camera of microphone.
To make a product more relatable, focus on the story behind the creation of it and make it interesting. Consumers love relatable stories that link back to things they care about. Is there a charitable reason why your product came into fruition? Is there an connection to family or compassion? Does your brand represent values of equality and enablement with the pain points the product tries to solve? Call back to these in your story where to can.
Tie everything together in a story
Throughout your marketing video you take the points regarding what your product does and what your brand identity is and try to maintain a coherent narrative throughout the video short. Think about roughly touching on an introduction, a conflict and a resolution in your video, like any good story.
The introduction of the video can fall back on the story behind the product and the roots of the brand identity and personality. The conflict section can touch on the pain points that the product will answer, while the resolution shows your product or business swooping in and saving the consumer’s day. Build suspense and intrigue throughout. Pose questions. Create scenarios that everyone can relate to in everyday settings.
Obviously videos rely heavily on visuals an editing skills, however the storytelling element requires solid writing skills to succeed. Plan out your script and storyboard with your content writing team at an early stage so you have a clear narrative, and the video content will follow. This can also form the blueprint of a potential series of marketing videos that attempt to draw more and more users in as time goes on and as popularity and brand awareness is built.
Making a series of videos enables you to expand on the story element of your brand and keeps viewers and potential consumers on the edge of their seats as they look to find out more about the product.
Spread the word
Once you’ve created your video content and its been edited, snipped, cut and reviewed by all the stakeholders involved, it’s time to promote it and get as many eyeballs on it as possible.
Think about promotion channels. YouTube is the largest video content provider in the world, so uploading there is a no brainer. Also post it to your social media accounts such as Facebook, Twitter and LinkedIn and reformat it accordingly to fit these platforms (read more about tips for social media marketing here). You can also find some examples for inspiration about how to create video content across different social media platforms like Instagram in this interesting write up.
Utilise best practice and optimisation of titles, descriptions, hashtags to encourage clicks and shares across these channels. Think about selecting an enticing thumbnail for the video as well to encourage users to click through.
Create, learn evolve
Your first foray into video content marketing will reap some interesting findings that hopefully go beyond eyeballs and (fingers crossed!) potential leads and conversions. You’ll probably discover what works and what doesn’t. Comments and sentiments on social media offer vital consumer insights into what they like about the video and what they perhaps weren’t so keen on. Analytics on demographical engagement and where your videos led users in terms of browsing on your site can be crucial in informing your future video strategy.
This is why it’s important to learn and evolve from each video you make and tweak it accordingly while maintaining that fine balance of keeping it on brand and relevant to your product. Good luck!