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Lights, Camera, Action—Six Steps to Use Video in Marketing

There’s something captivating about visual media. The movement has been able to capture our attention through cinema, commercials, music videos and more. Your company has the power to capture video and captivate your audience. Sure, you could hire a video company and pay tons of money to show off your business. Or, you could use these tips to make a professional looking marketing piece with video.

Step One: Define Your Purpose
Videos can be used for comical relief, to show off a new product up close and from different angles or for shooting your very own commercial. Identify how exactly you’d like videography to play a role in your marketing efforts. If you’re using a multi-channel marketing method, consider ways to integrate video into your plan.

Step Two: Make a Road Map
Set some deadlines and determine how you’re going to achieve your end video result. Do you have the equipment to shoot something or will you need to seek outside help? Make sure to determine a beginning, middle and end to your video. Have a progression and stick to it. This is also the right time to write out a script once you’ve determined the purpose.

Step Three: Pick a Camera
Back in the day if you didn’t have high-tech, expensive equipment you were out of luck. These days, you probably have the tools you need in your pocket or within reach. Smartphones have the capability to shoot high-quality video. Or, you could use a traditional video camera or a DSLR camera that has video capability. Don’t feel like you need to spend top dollars on finding equipment that has technology you don’t even need.

Step Four: Find Talent
Don’t search too far and wide for talent; while you want to make sure the actors are quality, there is often hidden talent right under your nose. Some of your employees might double as community theatre performers. It’s a small world—chances are that somebody knows somebody who could help. If you’d like to have some fun with it, host auditions.

Step Five: Edit
The editing process doesn’t have to be difficult. Most computers today come with applications that allow you to quickly piece together videos, even if you have no prior training. Don’t forget to add a call to action at the end, even if your video is just for fun. The most simple call to action would be your company’s website URL featured at the end of the video.

Step Six: Release to the World
Now is where your social media efforts come in. It’s time to turn your video out into the world. You can do this by posting it on various social media channels and your website. You could even host a contest to get people to share.

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  • KEITH EINSTEIN, EINSTEIN PRINTING
    KEITH EINSTEIN, EINSTEIN PRINTING

    In less than one year I gained numerous accounts due to the capabilities of my website. Four, specifically, elected to use us as their primary print supplier based on one factor—the online ordering utilities offered through our website. These four accounts average $100,000 in annual revenue.