10 Steps to Video Marketing
- Know your audience
Who is your ideal customer? Who are you trying to reach with your marketing? Once you know the answer to those questions, you can tailor your content to meet their specific needs for service and support. What are their pain points? What problems are you solving for them? All this is great information for planning what kinds and styles of videos you want to have made and the messages contained in them. For more, read this Hubspot Article, “7 Proven Ways to Know Your Audience Better’https://blog.hubspot.com/service/know-your-audience?toc-variant-b=
- Define your brand
What is a brand? It is not just your logo, product, colors, and your name. It’s deeper and more intangible than that. It includes your personality, purpose, and values, and the kind of stories and messages you want to say to your audience. You may have already chosen your brand on the surface but need to be clear on the message. This will help in creating videos that are consistent and powerful.
- Brainstorm and write your video marketing strategy – Set your goal for a video or series of videos
You may decide to work with your video production company to do this. At PSF we work with clients to create concepts, choose a strategy, and define their goals for the video or series of videos. These may include a Video Business Card (defined in the first edition of our newsletter and on the website blog), an explainer video, video testimonials, and some homegrown videos such as going live on Facebook. For more, read this Vidyard, Article: https://www.vidyard.com/blog/video-marketing-strategy/
- Contact a video production company such as Personal Story Films
- Communicate steps 1-3, and decide on package
At Personal Story Films we have three packages: Launch, Breakthrough, and Lightspeed. This way we accommodate different budgets and are adaptable to different video strategies and goals.
- Set times for shooting, and shoot
There may be a need for one to several days or half days of shooting.
- Communicate musical tastes (try to match style and values of brand)
We need to find royalty free music that matches your brand and taste, as well as the style of the video. Before editing the video, the editor needs to have the music. Personally, I use the music to guide my cuts. For example, in one video I made a car door close on the beat of a rhythmic piece of music. My videos are not all cut to the beat or wallpapered with music, but I use it judiciously and weave it together with the other elements, such as soundbites, visual storytelling, and natural sound.
- Approve edited videos
Clients are usually allowed one chance to suggest minor changes to the video or videos.
- Write engaging video captions and text
Check back with your video marketing goals and brand messaging when you write the text that goes with your videos. Make your text short and exciting.
- Run your video campaign: post to social media, put on website, place in e-newsletters, run ads, etc.