8 Steps to Create Your Next Marketing Video
These days, no digital marketing strategy is complete without video in the mix. In fact, more than 80% of marketers say video is more important than ever, according to a 2022 report from research and advisory firm Demand Metric. Video content is mobile-friendly, enjoys higher levels of engagement than written content and can convey your brand personality in ways that writing can’t. But producing professional, attention-grabbing videos is much more than a point-and-shoot process. Here’s a step-by-step guide to creating effective, high-quality video for your business.
- Concept development. The first step is developing an idea for your video. Will you shoot a behind-the-brand sneak peek? A product demo? A customer testimonial? Do you want to increase brand awareness, generate leads or use your video for PR? Know the marketing or educational goals for your video content and any calls to action you want to include.
- Scripting. If your video will be scripted, carefully write out every word. But if you’re shooting something more extemporaneously, you can just use bullet points. And nowadays you don’t need a costly teleprompter to display your script — an app on a tablet device can easily get the job done.
- Storyboard. Now match each of the scripted scenes with the location where you plan to shoot or to a stock video resource. You can use an online program to create a storyboard or just make one in a Word or PowerPoint document. This will be your blueprint for the video shoot and will help any other crew members — cameraperson, sound engineer, light operator — to set up your shots.
- Video shoot. Always test out your cameras, lighting and sound equipment before starting the shoot. Make sure your set isn’t overlit and there are no unflattering shadows on your subject. Also pay attention to what’s showing up in the background of your shots as well as what might be reflected in mirrors. And don’t forget about audio. Listen for any background noise that might interfere with your sound capture, such as a loud air conditioner or a plane flying overhead, and make sure anyone speaking can be heard clearly.
- Editing. You have all your footage — now it’s time to cut it together. Changing camera angles and intercutting tight and longer shots adds visual interest. Plus, there are many options for scene transitions, from basic jump cuts and dissolves to more dynamic match cuts and smash cuts. Your editing style can add a lot of impact to the finished video.
- Postproduction. This is the stage where you can add titles and graphics, animations and sound effects to make your video even more interesting and engaging. An experienced video editor can perform color correction and grading for a more vibrant and consistent look. It’s also the time for audio editing, mixing and any other final touches to create a finished, polished-looking (and sounding) video.
- Marketing and promotion. Once you have a completed video, develop and implement a distribution strategy to promote your content. Are you going to post it to your website or YouTube, tease it on Instagram or Facebook, share it on LinkedIn or send a link in your newsletter? Don’t forget to add compelling verbiage with keywords and tags to your YouTube description to help optimize your content’s performance.
- Augment your reach with paid search. While organic distribution of your video content can be highly effective, consider using paid search to expand your reach. Google Ads, Facebook Ads, YouTube Ads and other forms of digital advertising allow you to target specific demographics and interests. They can also help drive more traffic to your videos and boost your engagement and conversions.
Nexus Content can help you with every step of video production, from concept to distribution. We have affordable monthly programs to keep a steady stream of video content showing up to inform, entertain, engage — and convert — your customers and prospects.