Video marketing is an excellent way to engage visitors and cash in on one of the fastest growing forms of digital marketing. Studies have shown people respond to imagery better than text, are more likely to share a video and its ROI can be tracked and proven. But how do you start with video marketing?
With the above facts in mind, I've scoured the web for information and consolidated it here as a quick cheat sheet to get you started with video marketing.
There are so many different types of cameras, so treading these waters could be a little difficult. You want to make sure you are getting a quality piece of equipment without spending an exorbitant amount of money. You also want to make sure your camera does the basics well: zoom, focus, white balance and, most importantly, capture great video. We use a DSLR to shoot our videos, but if that's a little much at the moment, keep in mind you most likely have an HD camera in your pocket.
If you want your video to look and sound professional, there are a couple key items you should invest in. As with the camera, you could spend a fortune on a tripod, microphone and lighting equipment, but you don’t have to. With the tripod, the main job is keeping the camera steady. Shaky video is unprofessional and has a better chance of distracting your viewers.
Another aspect of making your video look great is lighting. I try to take advantage of natural lighting as much as possible, as it is the most cost effective. But there can be problems depending on where the sun is or the lighting of the room you are in. Picking up a small fluorescent kit might not give professional grade lighting, but it will make your video look much better.
Not only does your video have to look good, but it has to sound good, as well. Most in camera microphones just won’t cut it. They pick up too much of the surrounding noise, resulting in a subject that sounds distant or drowned out. Using a directional shotgun mic or wireless lapel mic are your best bets to capturing clean and crisp audio.
Editing software is standard on almost any new PC or Mac computer, and professional software has been made more available in recent years. Starting at about $20 a month, marketers can use Adobe Premiere CC to edit their videos. If you don’t want to go with a monthly service, there are a number of other systems out there.
Just like your website, your video should be optimized as well so people can find it. YouTube is also the No. 2 search engine behind its parent company, Google. With 100 hours of video uploaded to YouTube every minute, it is easy for your video to get lost. As Content Specialist Lisa Gulasy put it here, optimization is all about creating a title, description and keywords that relate to your video. It is also important to choose the correct category when uploading your video.
Video marketing doesn’t end at uploading your video to YouTube. In fact, you will want to incorporate videos throughout your content marketing efforts. Three common ways companies distribute their videos include their homepage, their blog and through social media. But there are other ways to utilize a video to get the most out of your investment: Having your video in the resources section of your website or as a step inside one of your lead nurturing campaigns are perfect places to get more eyes on your videos while providing an entertaining way to engage your visitors.
Finally it's important to study and learn from the data and engagement of your videos; enter video analytics. Most video hosting platforms have started including analytic software in their packages. Companies like Wistia, VidYard and even YouTube allow you to see when people are watching your video, what parts they are rewatching and when they are dropping off. By reviewing these stats, you will be able to find out what works and what doesn’t to keep producing quality videos that your viewers will interact with.
I want to leave you with one thought: Video marketing is a slower process than many think. It is rare your video is going to go viral. But it is important to remember the more high-quality videos your produce, the better your chances are of gaining a loyal audience.
What other tips do you have regarding video marketing? Share in the comments below!
photo credit: pinwheel
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