The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.


For any "attract" video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers.
That said, simply knowing how much video is being consumed and thus you need to be using video to grow your business, is not enough. The essential element of making video marketing work in your favor is creative content, strategy and consistency of publishing. Your videos need to be ones that get attention and engagement and  you also need to approach it methodically with a performance mindset.
Next come audience insights. You can't create video content useful to your audience without first researching who that audience is, what they care about and what their problems are. To discover what makes your target audience tick you'll need to go far beyond just demographics to qualitative data gathered from interviews and surveys. Finally, dividing your audience into marketing or buyer personas allows you to create even more relevant content tailored to their specific wants and needs.
Video is one of the most essential pieces of an NGO’s marketing strategy. According to a 2019 Nonprofits Communications Trends report, when asked the responsibilities they would assign a new hire, the top responses from survey participants were social media, content creation, and video. Even YouTube recognizes the growing need for video in the nonprofit sector, which is why the channel launched YouTube Giving in August 2018.
In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.

Social algorithms are increasingly prioritizing video content, so you’ll want to make sure you’re promoting your video numerous times on all your social media channels, including Facebook, Instagram, Twitter, LinkedIn, and more. Video generates 1,200 percent more shares than links and images combined, so this is a required (and easy) place to promote your video and reach a large audience.
There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )
As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.
Next, consider your audience and the overall mood for your production. Are you targeting a small audience that will appreciate the newest, underground hip-hop track, or do you need something that will appeal to many demographics? Are you creating a practical product tutorial or an upbeat event recap? Be sure to choose music that enhances the overall tone of your video.
Narrative videos are probably the most recognizable style of video besides animation. They use classic storytelling elements, including character building, conflict, and resolution, to tell your brand story in an entertaining and engaging way. They create a journey — one your viewer can easily follow and relate to. Client: Key Smart (Curv Group) Because their goal is to tell a story, narrative videos often work best top of funnel, when users are just learning about the problem they face and you’re introducing your brand. Whether you tell the story of how your company came to be, the story of a frustrated customer finding you for the first time, or the story of a fictional hero character, your narrative should be memorable and help your brand stay on the mind of anyone who watches it.

One of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.


After you’ve honed in on your audience, focus in on where they spend the most time online. That is where you want to run your video content. For example, if your audience is on Facebook, you’ve got loads of helpful features to support your efforts and creative freedom. If your audience is largely on Instagram or YouTube, you’ll want to continue your analysis to see the style of video that works best on these highly visual platforms. 
After you’ve honed in on your audience, focus in on where they spend the most time online. That is where you want to run your video content. For example, if your audience is on Facebook, you’ve got loads of helpful features to support your efforts and creative freedom. If your audience is largely on Instagram or YouTube, you’ll want to continue your analysis to see the style of video that works best on these highly visual platforms. 

After you’ve honed in on your audience, focus in on where they spend the most time online. That is where you want to run your video content. For example, if your audience is on Facebook, you’ve got loads of helpful features to support your efforts and creative freedom. If your audience is largely on Instagram or YouTube, you’ll want to continue your analysis to see the style of video that works best on these highly visual platforms. 
No matter what your video is about, publishing it on your blog is a must. Home to informative, educational content, as well as more brand-specific marketing content, visitors will expect your blog to host any and all relevant product news you have to share. Better yet, if someone is browsing your blog, they’re ready to commit time to your content. What better way to engage them than video?

Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.


Owned distribution is always a must, though, since you own and have complete control over these channels. There’s the lowest barrier to entry here and they also have the most opportunity due to how many different options for distribution you have. If one form of owned doesn’t work, another surely will. And, if your goal is to capture leads, using your owned channels is especially crucial.
You can work with bloggers or influencers to create and promote videos. Rather than dealing with making the videos yourself, or paying someone else and then having to find a way to promote them, why not work with someone who can make and promote your videos? Vloggers with a large and relevant audience will be happy to work with you on a partnership. By integrating your product or service into their current video format, there should be little extra work for them to complete.
Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:
As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.
Tone: Are you serious or sarcastic? A great approach to define your tone is to use the "We are ____, but we are not ____" exercise. In this framework, develop three bullets to help you understand the tone of the video content you're going to produce. For example, "We are humorous, but we are not over-the-top." These tone bullets are meant to guide you toward consistency.
An even better way to connect with customers is to put them behind the camera. User-generated content is more likely to generate a response than company-generated content. Instead of spending hours coming up with a script and producing a powerful video, invite your customers to create one of their own. Offer a prize for the best video showcasing customer use of your product and you’ll likely get an overwhelming response.
Enterprises turn to NGDATA’s Intelligent Engagement Platform to uncover emerging opportunities in customer data and for the orchestration of hyper-relevant experiences. Through an intuitive UI, Marketers & business users gain unprecedented access to internal & external data and an AI-powered suite of capabilities to analyze, predict, and orchestrate dynamic 1:1 experiences across millions of customers in real-time. Enabling brands to deliver experiences as unique as the people who receive them, at the time and place they matter most.
The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision-making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you define business goals and develop activities to achieve them.

Bottom line, overall strategy and data should drive your video marketing strategy. First, plan a solid strategy to develop video(s) for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective. And whatever you do, do do video; in 2017 and beyond, it’s the cornerstone of your brand’s marketing efforts.
“With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing,” says my friend Jayson DeMers, founder and CEO of AudienceBloom. “And not just any videos; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones.”
Now comes the script writing, the search for the perfect agency, the video review and edits, and celebrating finally having a beautiful, well-crafted video you can be proud of. The entire production process should take about two months with the right partner, but be sure to plan more time than you need for each of the following individual production stages so you don’t fall behind.
Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.
Search algorithms are increasingly prioritizing web pages with video and videos now appear in 55 percent of Google keyword searches. Besides helping your website rank on relevant searches, videos also make your snippet (or the actual result listing content) bigger and more eye-catching, meaning searchers will likely see it before they see other results on the page.
How can you optimize the video you already have? Can you add a stronger call to action? Can you share it on another platform? Think creatively about how to further your video’s reach and effectiveness. If you want more exposure, sharing your video on a new channel could help. If you’re underwhelmed by your click-throughs or conversions, see if you can add an end card with a bigger CTA, adjust the description copy, or create an incentive for clicking through, like a limited-time discount or some kind of contest.
Paid distribution is super important as well, but how much you can do will likely be limited by your cash resources. You’ll want to think more strategically about where your highest-converting audience is and dedicate most of your budget there. And because there are so many different forms of paid advertising even within one single channel (Facebook has 11 different types of advertisements alone), you want to test every channel and every type of distribution method. Until you know which will give you the highest return, hold back on spending your entire distribution budget.
There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you're shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.
×