Video marketing is a great way to connect with your audience on a whole new level. In a world where the user wants their information packaged in a simple and straightforward format that doesn’t take up a lot of their time, video is the perfect medium. For many business owners, video seems out of reach, but in reality creating awesome marketing videos for your business is easier than you think!
Video is an amazing tool for sharing stories, connecting with your audience and growing your business’ online reach. Users have shown that they love to watch videos online. Here are just a few of the stats that prove this point.
- YouTube reports mobile video consumption rises 100% every year.
- 90% of users say that seeing a video about a product is helpful in the decision process.
Furthermore, it’s not just B2C that is seeing a benefit from using video. In fact, B2B companies that use video in their marketing strategy see amazing results as well. Case in point;
- 75% of executives watch work-related videos on business websites at least once a week.
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video according to Forbes.
You may be thinking, “That’s great, but I don’t have a creative team that can handle video production.” Thankfully, creating great videos is easier than ever with the help of online tool and apps. A reduction in the cost of quality production equipment has also lowered the barrier to entry into this form of marketing.
Before you start building your videos you need to formulate your message. Just like writing blog content or site pages, good video starts with good content. While a number of the tools and apps we’ll discuss below will help you with templates and framework, knowing what you want to accomplish ahead of time will help you create videos that look cool and have powerful messaging. Here is an easy three step process to building your message.
Begin with the end in mind
If you are familiar with the powerful book “7 Habits of Highly Effective People” you’ll recognize this as Habit 2. Knowing what you want to accomplish before you begin will help keep you on track. The first step in creating your video’s message is to know what you want to achieve. Here are a few questions to help you get started.
- What is my desired outcome?
- What should the viewer know at the end of the video?
- What action do I want them to take?
Define your why
After you know what you want to achieve you need to define your “why.” This is the most important part of the process. As Simon Sinek says, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” So in order to ensure achieve your desired outcome, you need to connect a meaningful purpose to it. So ask yourself, “Why would someone take action?”
Map it out
The third step is all about creating your roadmap. After you have your outcome defined and you’ve attached a powerful ‘why’ to it, you now need to create your plan of action. Laying out the steps, or in this case the scenes, that will tell your story effectively is the only way to generate your desired results. I recommend you start with the last scene and work your way backward. This helps you stay focused on the end goal.
Video Tools & Gear
Alright, now that you have the basics down it’s time to start building your videos. Thankfully a lot of people way smarter than I have developed some pretty amazing tools to help make creating powerful videos easier than ever!
Biteable is a simple-to-use online video creator that lets you make professional-looking videos is minutes. They have hundreds of animated, live action and photo scenes in lots of different styles. You can also use one of their pre-made templates created by their designers. The great thing about this platform is that it’s flexible. You can easily add your own text, photos, colors and sound to customize your video and edit it all on a simple drag-and-drop timeline. Biteable also has a large library of soundtracks that you can use in your video. Once you’re done with your video, they’ve made it super easy for you to share your video on YouTube, Twitter or Facebook just by pressing a button.
Powtoon has made animation accessible to anyone. From explainer videos and website intros to interactive case studies, Powtoon can make your video visions become reality. In under 20 minutes you can create professional-looking animated videos using their ready-made templates. The “drag and drop” templates are designed, scripted and ready for you to use within minutes. Powtoon is used by some of the biggest businesses across the globe. If you want to create great looking animated video, definitely check out Powtoon.
Similar to Powtoon, GoAnimate focuses on helping you create professional looking animated videos in minutes. Their platform helps you create a great looking video from start to finish. Their step-by-step process will walk you through each phase of your video creation. Some of the cool features they have are automatic lip sync, hundreds of industry-based templates and the ability to create your own customize characters.
Wideo helps you to create, edit, and share marketing videos with ease. Their drag and drop editor lets you add elements or upload your own images and start animating in a few clicks. Like the other platforms, Wideo comes with a number of professional pre-made templates that can help you get started even faster. From marketing agencies to local businesses, Wideo has seen their platform deliver results across the board.
If you’re looking to get a little more involved and do some custom video, iMovie is a great and simple tool to use. The one restriction is that you’ll need to have a Mac or iOS device (iPhone or iPad) to use this program. iMovie gives the everyday user access to high-quality professional video tools in a simple-to-use software. While the learning curve is a little steeper than the web programs above, iMovie will allow you to do a lot more customization. The one huge plus to this program is the “share” tool. With a click of a button, you can load your great new video to Facebook and Vimeo, or post to YouTube in stunning 4K resolution.
When I graduated college in 2008 with a degree in electronic media, we were still using mini DV tapes. Since then, a lot has changed. Today, we have better cameras in our pockets than we had at the University. Your smartphone is a great tool for creating video. Whether you want to update your social followers on new trends or shoot a high-quality web show, more often than not your phone will do the job.
If you’re looking to get a camera just for video, DSLRs have also improved a ton in the past few years. The great thing about using a DSLR is that you can change lenses for different shots and effects. The camera I use is the Canon EOS 70d. The EOS 70D lets you capture video in Live View with smooth and precise autofocus similar to that of a camcorder. The lens I typically use is Canon EF 50mm f/1.8 STM or Canon EF 24-105mm f/4L IS II USM.
Just having a good camera and lens isn’t enough. If you want to get your video look crisp and clean, you need to invest in a good tripod. I’m a big fan on the Manfrotto BeFree Compact Travel Carbon Fiber Tripod. It’s light, sturdy and easy to travel with.
Having good audio is essential. If your shot looks clear but people can’t hear you, your video is worthless. I’ve tried and tested out a number of mics over the years and fell in love with the Rode VideoMic Pro. Since I shoot my videos by myself, it’s nice to know I have a great mic to depend on.
Vimeo was founded in 2004 by a group of filmmakers who wanted to share their creative work and personal moments from their lives. Since then, Vimeo has built a supportive community of millions of people from all around the world. This is a great platform on which to share your videos and connect with like-minded people.
Youtube is the king of the video. After being bought by Google in 2006, its popularity has skyrocketed. Today it’s not just the world’s largest online video platform, it’s the second largest search engine, behind parent Google. YouTube is a great place to share your videos, build a following and improve your SEO. If you’re into video or want to be, YouTube is a must.
Wistia is a professional video hosting site and a whole lot more! This is one of my personal favorites. Wistia syncs with my HubSpot account, gives me deep-dive analytics and lets me customize my embed player. My favorite part of this platform is the ability to generate leads through video. Wistia has a Turnstile email collector that lets you pass new leads directly to your email lists. If you want to turn your videos into lead generators, Wistia is the perfect tool.
Whether you’re an agency or business, video is a powerful media to get your message out. It helps your audience engage in a more personal way and learn about your company without having to read all your content. Thanks to the many tools shared above, video is more accessible than ever before. So take some time and test out the tools above and start creating awesome marketing videos for your business.
This article originally appeared in SMA Marketing.
This article was written by Ryan Shelley from Business2Community and was legally licensed through the NewsCred publisher network.