7 Steps to Successful Video Marketing

Nearly any business can use video marketing as a method of promotion, but many think it’s harder to use than it is. By leveraging this popular media form, you can increase visitors to your site, as well as sales.

Video marketing isn’t as difficult as some make it out to be, but if you want to make a successful campaign, you will certainly need to take advantage of some words of wisdom.

1. Write a Script

You don’t necessarily need a Hollywood approved script, but having a plan in mind will make everything run much smoother. You really don’t want to stumble throughout the video, so having a script written out ahead of time will help you stay on track. It can also save time during editing if you will be using other scenes. The script will let you know exactly where to cut in another scene.

Using a simple script, you can either memorize what you want to say, use a teleprompter program on your computer, or simply refer to note cards. Which one you use will depend on your public speaking ability . . . the more comfortable you are with speaking, the less help you’ll require.

2. Make an Appearance

While it’s popular these days to use just screenshots or a program like Camtasia to record your screen as you work or flip through a PowerPoint presentation, keep in mind that people really like to see who’s doing the talking. This doesn’t mean you need to talk in front of the camera all the time, especially not when screen shots would be more useful, but it does mean you should consider some face time in each video.

What works very well is doing a short intro in front of the camera, then cutting to the screen capture. This lets people see who you are and you only need to be onscreen for a short amount of time. In a company, choose someone who has a pleasant voice and is photogenic to appear in your videos, even if they don’t do the voiceovers.

3. Make It Professional

The editing is where your video will really come together. You can hire an editor, but there are now several very simple programs available with will let you do your own editing. However, if you choose to do this yourself, there are a few things to keep in mind.

  • Avoid tacky wipes and cuts, just fade to the next scene
  • Add titles, in a simple, useful font such as Verdana
  • A short piece of music at the beginning and end adds a special touch
  • Add a short intro with the title to avoid jumping into the video

4. Keep It Short

People have short attention spans and will rarely watch longer videos, so it’s in your best interests to keep your marketing videos to under 5 minutes. Very informative ones can go up to 10-20 minutes, but most people prefer 2-5 minutes in length. The advantage to this is that you can always make more videos if you have more content to share.

5. Spread the Word

Social media is the perfect way to get views for your videos when you are just starting out. Tweet, blog and share the video on Facebook to make sure it gets out there. You can also encourage people to share it. Not all videos go viral, but if yours contains humor, very good advice or something shocking, it’s more likely to get spread around.

YouTube has made it very simple to share any video with their one click options, so make good use of them. You can also comment on other people’s videos to help draw extra attention to your own. If you have multiple videos, make sure you link between them, as well.

6. Brand the Video

Make sure your URL and company name is used in the video. While there are several ways to go about this, an excellent method is to have a bar across the top or bottom of the video with the company name. You can close the video with a call to action and the URL on a black or white background.

Another way to go is to add a text box that pops up during the video. This can contain the URL and let people know where to find more information on the topic. Don’t forget to include the company name and URL in the description, as well.

7. Rinse and Repeat

The best way to make sure that your video marketing is successful is to keep going. Don’t stop with one video, make a series. People will be looking for more information after the first one, so plan to turn out a video every month, week or whenever you feel comfortable producing them. The more you have out there, the more likely it is that people will click through to your website.

Don’t forget, YouTube is not the only video marketing platform available. You can also upload to the following sites:

Videos don’t have to be perfect, but the better done they are, the more likely people are to watch them and share with friends. The content is also vitally important. It needs to be very interesting and something that people can use. Follow these steps and you should have some quality videos up in no time.

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