Creating a promotional video can be an overwhelming prospect, but it doesn’t have to be. With a little forethought and considered planning, video marketing can be incredibly lucrative for businesses, plus it’s proven to increase brand awareness.

of marketers state that video has helped them generate new leads

Fancy a piece of the marketing pie but not sure where to start? Here are some of our trade secrets and top tips to help you plan your video marketing content.

Know your goal

First things first, what do you want to achieve? You need to consider the call to action and what you want your audience to do. Do you want people to subscribe, like the video, share it or comment on it? Maybe you want watchers to head on over to your website, pick up the phone or make an impulse purchase. You have to work out what you’re trying to accomplish and go from there. Once you’ve nailed down your intention, you can decide how to get there.

Do your research

Remember that your point of view as an insider of your business won’t necessarily align with your target audience’s. Your content needs to be driven by the viewer’s needs and wishes. So, it is important to do your research in order to find out what makes them tick. This information makes it far easier to see your business through the eyes of a potential customer and then tailor your content to appeal to their interests.

It’s not all about selling

Of course, the aim is ultimately to sell your service or product, but that should rarely be the main focus. An effective video tells a story, you don’t need to be sales focused to have a great video! In fact, according to the Digital Marketing Institute, ‘Businesses should utilise the emotive power of video by appealing to their customer’s needs and desires.’

Be compelling

Making a compelling video to appeal to your target audience will result in organic growth. A great way to connect with your audience is by posting tutorial ‘How To’ videos to entice the viewer with informative and useful content. Y0u could also show your customers behind the scenes of your business so they can feel a personal connection to your company and the team. You could share the amazing journey of your hero product, from concept to the finished article. Alternatively, you might want to take advantage of your rave five-star reviews by putting your customers behind the camera to share their experiences of how they’ve benefited from your product.

The testimonial video we shot for Ryno Group helped them to market their company through the recommendation of their client.

Take a look:

Keep it short

Studies show that the ideal length of a video is two minutes, but that doesn’t mean you should cram in as much content into that time as possible. Keep it simple and make sure the viewer won’t feel overwhelmed with information. The less you say, the more likely people are to remember.

Pay attention to language

When preparing your content, consider the language. It needs to be appropriate for your target audience, so make sure it is comprehensible and characterised with keywords. Be careful not to use any confusing terminology or business-specific phrases that might switch off your viewers.

Create a hook

A staggering one fifth of viewers click off a video within 10 seconds if they’re not instantly interested in what they see. Therefore, when writing your content it is vital to create an engaging introduction in order to hook the viewer and encourage them to view the entire video.

Get inspiration

Have fun!

Injecting a little humour can really resonate with consumers and generate more interest in your video. If funny isn’t appropriate, then make sure the content is exciting and inspiring. It goes without saying, no one wants to watch a boring video.

Create a storyboard

Once you’ve gathered all your content, it’s good practice to create a script and storyboard. Whether you are filming in-house or outsourcing through an agency, this will help streamline the entire process. It’s also super useful to give everyone involved a clear idea of the overall plan and content, and gives you the opportunity to practice and rehearse.

Are you ready to go ahead and start shooting your video? Take a look at part 2 for more of our top tips on video marketing.