Creating a video is not as simple as picking up your camera and filming; there are many aspects of the planning and actual execution of videos which need to be carefully decided upon to have an effective video campaign. Various aspects such as the type of audience that the video is intended for, the video format, the design etc. need to be carefully planned out. Here are some of the points to keep in mind while creating videos for your business:
Know Your Audience
What might seem to you as sheer common sense, this is a point that many marketers overlook. They go with an idea which interests them, without considering how it might be received by their target audience. It is extremely important for you to understand your customer inside out. The better you as the creator understand what will be of interest to your viewers, the more effective you’ll be at keeping their attention and creating preference for your products and services.
Different Types of Videos for Different Purposes
You need to produce different types of videos for viewers who are at different stages in their buying journey. For instance, a lengthy video which explains each and every feature of your product in detail is best suited for customers who are seeking training videos to aid their consumption/usage of your product. On the other hand, a short crisp video should be used by marketers to attract or convert prospects.
Choose the Format of Your Video Carefully
You can either choose from live action videos or animated videos, depending on what your goal is. Here are the types of videos that work best as live videos:
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Client testimonials
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Factory visits
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Pure TV advertisements
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Charity videos
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Documentaries
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Corporate training videos
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Action & drama
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Event & conference
Here is a list of the videos that work best as animated videos:
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Product demos
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Software tutorials
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Financial results
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Presentation figures
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Company presentations
Use Hotspots to Make the Video More Engaging
Current video editing tools include a large range of sophisticated features that can help bring videos to life and make them more engaging for the viewer. Examples include hotspots, which embed links to additional content in videos, interactive quizzes and annotations. These features can help increase engagement and, ultimately, the likelihood of generating a sales lead, if used in the right way.
Now that you have created a video, the next step is to promote it so as to maximize its reach. Here are some unique ways of promoting your video content online:
1.Optimize Your Metadata
It’s important to optimize your tags, titles and text in order to facilitate easy discovery of your videos online. Make sure to include tags and keywords that people will search for in order to discover your video.
2.Use Social Media and Bookmarking Sites
Promote your videos on all your social networking sites, embed it in your blog post, and also submit it to social bookmarking sites. This will ensure that the video gets passed around virally and traffic to your video increases.
3.Create a Video Response
Search for a video that is similar to yours, and rather than writing a comment about it, create a video response that will attract the audience you want.
4.Add It to a Playlist
Whether you have already established playlists, or need a new one for this video, add it to a playlist using a relevant keyword from the video.
Conclusion
Last but not the least; you must track your videos’ performance. This can be done by using a number of web analytic tools (paid or free) to assess how successful your video is at engaging with potential customers. Tools such as Google Analytics, Salesforce and Optimizely can dig deeper to understand how your viewers are interacting with your content.
