Are your marketing videos not driving results? Well, maybe you need to catch up on something. Today, we will talk you through the 7 golden steps to creating a flawless marketing video that will give you the best results.
Michael Litt, CEO of Vidyard, says, “The play button is the most compelling call-to-action on the web.”
Marketing is both a skill and an art. And when it comes to a video marketing strategy, it is imperative to skillfully use art to make the consumer believe in your product or brand.
As a video marketer, it is also essential to know that video marketing trends keep changing with the advancement of worldly affairs. And thus, marketing video creation also needs to keep upgrading with these advancements. Only then a flawless marketing video can be curated.
But why do businesses largely invest in marketing videos?
The need for a marketing video in business
Audio-visual mode of communication has long existed in the world. But it was only in 1941, businesses started to realize that videos could also be used for marketing purposes. From there, it went on rising a steep curve.
Today, video marketing is the primary medium of branding. Large companies encourage different forms of promotional videos, and small companies are working hard to be able to afford a marketing video. In either case, the importance of marketing videos in business stands high.
However, brands can mess up their video marketing strategy if they do not understand the basic outline of what should and shouldn’t be done while designing a video.
In this blog, we will talk about the 7 best steps that you can use to create a flawless marketing video for your business.
7 steps to creating a marketing video that sells
1. Narrow down your target audience
The marketing approach you choose and the style of videos you make will be determined by who you’re trying to reach. It is important to know the target audience well before you begin making marketing videos. It is a waste of time and resources if you don’t know who to direct your efforts toward. Therefore, begin by determining what information would most interest your target audience. Finding your target market is the first step in developing a successful lead generation plan. For which group of people are you working? Where do they live, how much money do they make, what kind of hobbies do they have, what are their ages, and their interests? To what end are you assisting this person? Keep in mind that your value proposition must be tailored to your specific audience.
Demographic segmentation, psychographic segmentation, geographical segmentation, and behavioural segmentation are some of the ways that can be used to narrow down the target population. For instance, urban-dwelling, sports- and fitness-obsessed millennials would be an ideal demographic to reach with a new brand of athletic footwear. This specific group of people is more likely to be interested in the product than the broader public, so you can focus your advertising and messaging on them.
Planning the content of the videos as per the customer journey stage is also important. We have come across several businesses that make the mistake of stuffing all kinds of information in a single video. This is not only disorienting for the viewers but also makes the video unnecessarily lengthy. So, it is best to identify the customer-journey stage and what exactly the customer is looking for at that stage. For example, if the customer is looking for a company overview, it wouldn’t be wise to showcase all the products and related information in the video. Rather the video would only give a high-level overview of the company.
2. Decide the mission that needs to be portrayed and add call-to-action at the end
Focus and precision in delivering the message can be ensured by having a well-defined goal in mind while creating a video. By doing so, you can make sure you’re communicating effectively with the target audience and steer clear of distractions. With a specific objective in mind, you can create a video that speaks directly to your viewers and compels them to take the desired action. If you want people to watch your video, you need to give them a reason to. This is because a video that has a goal in mind is more likely to present a captivating story that stirs emotion and motivates viewers to take some sort of action.
By including a clear and compelling call to action in your marketing video ads, you may boost the efficiency of your marketing campaign. An effective call to action (CTA) in a marketing video explains to viewers how they can put what they’ve learned about your company into action.
The “Live There” video campaign for Airbnb highlights the special moments that may be had by guests at Airbnb accommodations. The point of the video is to advocate using Airbnb to travel and live like a native. Apple’s “Shot on iPhone” video advertisement showcases the phone’s camera features. The purpose of marketing video that sells is to highlight the capabilities of the iPhone camera and advertise the device as a means of recording high-quality media. The goal of the “Share a Coke” video campaign is to get consumers to drink Coke with their loved ones. The video aims to promote the brand and get people talking to each other over a Coke.
3. Shape a story around your product, not of your product
Try to tell a story that speaks to your audience and demonstrates how your product can help them instead of just showcasing it and listing its features and benefits. Use a protagonist who is having difficulty and position your product as the answer to their problem. Illustrate the positive change that occurs as a result of your product being used by the protagonist. Doing so will make your marketing video for business more interesting and approachable, and it will also help your target market connect with the video on a deeper, more personal level, which is crucial for convincing them of the worth of your product.
The film encourages responsible drinking, but the takeaway message is clear and unambiguous: never, ever get behind the wheel after drinking, and never, ever leave your pet behind again. Not only will you learn your lesson about never drinking and driving, but you’ll end the movie sobbing into your pet’s fur.
The commercial, which is titled “Friends are Waiting,” features a man named Luke and his cute little yellow labra. We witness how their friendship has grown over the years, and then we see Luke and his buddies leave labra puppy at home. The Budweiser commercial is much more than words, so make sure you check it out. The film appeals to its intended viewers on an emotional level while also demonstrating the product’s value. As you can see, the video is not about the product, its quality or its specifications. It’s about the story around the product that will make the brand memorable.
4. Hire a professional scriptwriter experienced with marketing videos
Hiring a professional scriptwriter who has prior experience in creating successful marketing videos can be a wonderful idea. The reason for this is that a professional scriptwriter can assist you in developing a tale that will appeal to your intended demographic, highlight the benefits of your product, and effectively convey your brand’s message.
Expert scriptwriters know what it takes to develop scripts that get people interested, keep them interested, and get people to take action. They are experts in crafting compelling marketing video that sells through the use of stories, emotional appeals, and persuasive language. In addition, they have an in-depth familiarity with the needs of your demographic, allowing them to craft a script that effectively engages that group. A well-written script is essential before you can even begin to think about the logistics and production of the visual material of your video. That’s because they provide a road map to the bigger picture of what you’re trying to achieve with your marketing video for business. A marketing script can provide you with direction, synchronized dialogue to go along with your video’s visuals, and an overview of the video’s progression.
5. Keep it as short as possible
According to Microsoft’s most recent research, the average human attention span has dropped to 8 seconds from 12 seconds. This suggests that after 8 seconds, people are less likely to pay attention to what they’re reading or seeing. As a result, if you want to persuade your readers to read your entire piece of content, you have only 8 seconds to do so.
As a result, if you want to capture the attention of your intended demographic, you should produce short videos. Short films are the future of marketing, so it’s time for you to practise adaptive implementation.
To elaborate, concise videos can help you get your point through to your intended audience quickly and effectively. For this reason, if you want your video marketing strategy to be a success, you should constantly aim to provide content that is both specific and relevant. The likelihood of a video being shared increases by 37% if its length is kept to 15 seconds or less.
As a corollary, you should never spend more than eight seconds advertising your genius or product. The reason for this is that after only 8 seconds, your intended audience may decide to move on to another video.
6. Choose a suitable video style
Pick the video style that best suits your audience and best fits your budget. For example, whether to use live-action, animation, or whiteboard.
Choosing a video format that is appropriate for your business’ marketing goals and the intended audience is the most important step in creating a successful video. Envision a brilliant storyteller who manages to hold an audience spellbound for two minutes. You might have seen people scribbling on a chalkboard in animation videos. To influence thought and focus while the hand moves.
The story comes to life before the viewer’s eyes in a whiteboard animation, making it the most engaging form of storytelling available today. It’s a great way to show people how to use your product or service and get them interested in what you’re selling. There is usually a clear and appealing call to action in whiteboard animation videos.
Live-action videos feature real people and real-life settings. They can effectively showcase your product in use or create a personal connection with your audience. They can be more expensive to produce than other video styles but can be worth the investment if your target audience responds well to live-action content.
Furthermore, animation is a versatile video style that allows for creative expression and can be used to convey complex information in an engaging and entertaining way. Animation can be a cost-effective option, especially if you are working with limited resources, but it can also be time-consuming to produce, especially if you require highly detailed or realistic animation.
7. Hire professional voiceover artists
Since by now that you’ve done filming, animating, and editing your company’s beautiful new promotional video, you’re eager to share it with the world! What about the voice-over, though? The voice-over you choose can have a huge impact on the emotional tone of your video and, thus, the audience that will engage with it, so it’s best to think about it before you start production. If you want your audience to remember and be captivated by your work, hire a skilled voiceover artist. Hire a professional voice actor to read your script so that it sounds natural and fits the mood of your video. They may read the screenplay with intonation and emotion, making it more interesting to listen to.
Conclusion
The consumer demand for video keeps growing. Research shows that over 54% of consumers want to see more videos from their favorite businesses. As a result, new data shows that marketers and businesses are increasingly turning to video content. The benefits of video marketing, such as higher brand recognition, a competitive advantage, and a higher return on investment, should not be lost on you as a business owner or manager. In today’s cutthroat online industry, it takes more than just good writing and a pretty website to attract and keep customers. The production of effective marketing videos is a laborious process that requires an investment of both time and energy. However, its potential may be fully realized by telling motivational stories and inspiring people to take action through well-planned and creatively executed videos.