Nowadays, video marketing has become a key element in digital marketing strategies. With a few simple tips to make a good video you will grow in impact and reach your audience with a seductive message and a dynamic presentation.
Tips for video marketing
Before we start, a concise clarification: when we talk about video marketing, we refer to the use of audiovisual files (videos, basically) to achieve a series of objectives within our marketing strategy. It is about adding video to our content strategy to provide a plus of freshness, novelty and engagement. These videos can be disseminated through corporate social networks or inserted in landing pages, email marketing campaigns, and so on.
The use of video marketing has become extremely popular among companies. The State of Video Marketing 2019 report prepared by Wyzowl reveals that 87% of businesses used video as a marketing tool in the past year, and 83% recognized that those videos gave them a good ROI.
In addition, nearly 80% of consumers admit that they have made a decision to buy an app or software after watching a video on the subject, and say they would like to see more brands betting on the audiovisual format to showcase their products and services.
As the saying goes, “a picture is worth a thousand words”, and a powerful video is a very persuasive tool to capture the interest of our audience.
So, you may be wondering how to create a viral video or how to improve the quality of a video to gain notoriety. There is no perfect formula for virality (if there were, everyone would exploit it) but in this article we want to share tips on the steps you should follow to order the tasks in audiovisual creation for digital marketing:
3 tips to make videos for video marketing
1-Know your audience
The first step you should take, before any other, is to know your audience in depth. Videos have a great power to connect emotionally with the viewer, but to do that you need to know what their needs, desires, aspirations and tastes are.
The buyer persona is a very effective tool to get the ball rolling. It is a document in which you define your ideal customer according to pre-established parameters; the buyer persona forces you to ask yourself the right questions and stimulates you to find the answer.
If you have enough time and resources, it is always useful to conduct surveys or even real interviews with people to obtain more detailed information. And if not, there’s always the Internet: look for profiles on networks that match your audience and see what videos they share, what they like and what they don’t… Any kind of research on your audience will give you valuable clues.
2-Define your objectives
One video can’t do it all. Well, maybe it can, if you find the best idea in the world, but the most common thing to do is to first define what you are going to create a video for and with what intention, and then get down to work. Are you looking to attract more traffic to your website? Get followers on social networks to create community? Generate conversion? Increase your brand awareness and prestige? As you can see, the possibilities are many, and depending on what you need, you will have to adapt your message and format.
3-Create a script + technical requirements
There are no recipes on how to make a successful viral video, and surely there are dozens of viral videos that have emerged spontaneously, without any preparation. But in your case, you’d better get a pen and paper and sit down to think.
Plan the video in detail: dialogues, shots, duration… The more measured everything is, the less room there will be for the unexpected, and that means saving time and money.
You should also think about the technical requirements you will need. Recording equipment, cameras, microphones, an announcer to record a voice-over? Take everything into account to improve the quality of the video. Even so, it should be noted that nowadays most of us consume video on the mobile, and the image quality does not need to be so high in this device, so if you have few resources but you want to try it, focus on the creative part and record it as you can! If the idea is good you can reach your audience too.
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