Step by step process for making video a marketing core competency for your organization that grows sales and increases engagement across the digital footprint.

Strategy:

Determine which types of video are most relevant to your product, service, or organization:

50 Motion recommends identifying your objective. Describe your goal for this video (or series) in a single sentence.

In general, there are three main types of video:

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Get on your customers’ radar. These videos typically have high-entertainment value and broad appeal, so they attract as many people as possible.

Awareness

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Spark a reaction, whether that’s a like, comment, or share. Videos in this category usually play to the viewer’s emotions.

Engagement

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Teach your audience something. If you’re targeting potential customers, that might mean a customer case study. If you’re targeting current customers, it could be a how-to video.

Education

Determine what messages you would like to communicate:

Your video must have a defined message, and it must be one message.

It’s very tempting to cram everything into a marketing video, especially when you are trying to reach a large audience.  This is, however, universally a mistake.  Your viewer only budgets so much attention to any given video, and if you try to squeeze too much in, they will glaze over and take away nothing.

Videos are the most effective when they are short, to the point, have up to four voices (preferably fewer), and have a single clear message.

Determine which conversion optimization funnel you would like to improve:

Top of the Funnel

(Awareness, Interest)

At the top of the sales funnel, we find customers who are experiencing a problem or need but don’t quite know what to call it yet. It’s your job at this stage to create awareness of the solution you offer and interest in your product or service.

Middle of the Funnel

(Intent, Consideration)

When a customer is at the middle of your sales funnel, they’re aware of the problem they’re trying to solve. They have intent and they’re engaged in active consideration of various solutions.

Bottom of the Funnel

(Evaluation, Purchase)

If your customer is at the bottom of your sales funnel, that means they’ve figured out the solution to their problem and are evaluating the competition to see who can help them best. This customer is inching towards purchase!

Determine where the video assets will be used:

  • Website or Blog

    When you’re trying to promote a video, it’s essential to share it on your website or blog. This way you have a custom-branded webpage where people can be sent to view your video. If you’re trying to get lots of hits to climb up the Youtube search ranking, we suggest embedding your video from Youtube directly. Otherwise, we suggest using a professional platform such as Vimeo or Wistia.

  • Email

    While it’s typically very difficult to put a video directly into an email, there are ways that you can fake it for good results. The simplest thing to do is to take a screenshot of your video, superimpose a play button onto it and embed this image into your email. You can set the image to link to your website where you can embed the video itself. This keeps your subscribers’ inboxes happy and gets your video out there.

  • Facebook

    Adding video to Facebook is incredibly easy. If you have the video hosted elsewhere on the web you can share a link on your timeline or your page. Videos hosted on Youtube and Vimeo will usually playback within the timeline on desktop, or will simply take the viewer to the page it’s hosted on. For better results, we suggest uploading your videos directly to Facebook as you’ll benefit from auto-playing videos, better support on mobile and a higher profile on the news feed. 

  • Twitter

    Sharing a video on Twitter is just like sharing any other link. For Youtube and Vimeo links, Twitter will create a video card that will let users watch your video inline, or transfer them to the page where your video is hosted. If your video is less than thirty seconds you can upload it directly to their site from an iOS device, although support for longer videos is reportedly coming soon and presumably can be uploaded from any device.

  • LinkedIn

    LinkedIn makes it easy to share your videos on their service. Although you can’t upload video directly to the site, you can easily share a Youtube link on your timeline or a link to a webpage with a video embedded. Additionally, you can also add a Youtube link to your profile using the ‘Add Media’ button.

  • Instagram & Snapchat

    These other social networks can be used for sharing video, although are more suitable for content created specifically for these sites. All of these platforms have length limitations. These mobile-only services may be useful for your self-produced content as they all (except Snapchat) allow for easy sharing on social media sites. However, it’s important to bear in mind that these services tend to have a much younger demographic.

Determine who the target market is for the video:

Just as you need a target audience for other aspects of your marketing plan, you need a target audience for video marketing too. If you upload videos without knowing your target audience, you’re basically talking to random people — which is both ineffective and perhaps even detrimental to your business.

Develop alternative videos that can be developed from the same footage:

The main footage for your corporate video is likely fairly basic. Usually, it’s an interview, a product demonstration, or something that doesn’t leave much to the imagination. The b-roll shots are an opportunity to let your creativity shine. Even if you aren’t sure that something will work, grab the shot and see how it works in the video. You’re going to be cutting a great deal of the b-roll footage anyway, so feel free to shoot a wide variety and worry about whether it’s going to work later during the editing process.

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