What is meant by video marketing?
Video marketing means using videos for promoting and telling people about your product or service. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium.
Video Marketing – How did I get started?
Video Marketing? How did I get started? I loved making videos as a teenager when cameras were not yet as advanced as they are today. I made many videos some were for events like training programs, concerts and even a wedding. This gave me valuable early experience working with video.
Later in my career I was called upon to do many presentations in front of live audiences. This gave me lots of practice and experience to present topics that I’m experienced in. When video marketing became normal this was an easy move for me to get involved. This was due to the presentation and video experience that I had obtained over the years. I translated the success factors that I learnt from public speaking and used them to present during video marketing sessions.
The extra aspects I had to learn were about the formats that would get the most success. This meant learning how to do videos of various length, even under a minute. I also learnt about how to make them engaging. Many of the lessons I learnt from online marketing apply to video marketing in my opinion.
Video is used with much success in online marketing particularly social media.
Video Marketing – What are the recommended “must haves”?
Firstly, I list “confidence”. Coming across as confident is a big factor to make videos watchable. You are confident when you are talking about something you are well practiced with.
However, you will probably need artificial lighting when there is insufficient daylight. Choose from a selection of products from ring lights to soft boxes and other type of lighting units.
Another important “must have” is knowledge about how to use good lighting techniques. I recommend the three light setup as the basic starting point. I always use it. This enable you to look good and the area you are in. You do not need artificial lighting all the time. Good lighting is possible if you have ample daylight. You must be able to control direct sunlight from creating areas of huge contrast.
I also feel that location is a very important aspect. Make sure that there is no excessive background noise and nobody disturbing you making your videos. If you make videos solo (like I often do) then you will need to have stands and brackets that are available for microphones, lighting and camera equipment.
Video Marketing Tips Podcast – Clive Roach & Ieva Vaitiekūnaitė
Here is a podcast with Ieva Vaitiekūnaitė as the host interviewing me. The topic is getting started with video marketing. Watch the video here on YouTube:
Alternatively, you can listen to an audio only version of the Podcast here:
What are the steps that you take to prepare before making a video?
Be clear what the business objective is for the video. Therefore, how will you measure the success? Each business objective must have selected measurable metrics that you can track via social listening or social media reporting.
Next is to make sure that I am well practiced in what I’m going to say and what I’m going to show.
I always practice everything I do at least twice. If I have a very defined short timeline then I will practice it up to four or even six times so it is perfect.
Secondly, I will scout out the location where the filming will take place. For me to be totally comfortable I need to know where all the wires are and the best viewing points. I need to control the lighting and sound quality. It is important to mitigate interruptions.
Lastly, I have a ritual that I use to get myself ready to be recorded. When I’m doing public speaking I must have my shirt perfectly ironed and everything has to be just perfect. My shoes have to be spotless etc. I follow the same ritual when I’m doing video marketing even when I’m at home or at a work location or on a 3rd party shoot. For me there’s no difference.
I must prepare as if I’m speaking to a big audience at a large venue. Even when I’m by myself at home with one camera making a video.
In Summary
My advice if you have not made any videos is to get started and make your first one. Then the second and then the third etc. You will quickly learn about the factors that make your videos successful for your target audience and the aspects you like which makes them fun to make.
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