5 Tips to Adding Video Content to Your Marketing Strategy

Posted on Feb 7, 2013

5 Tips to Adding Video Content to Your Marketing Strategy

Make video part of your marketing strategy this year, if it’s not already.  In social media, video is third most likely to be shared content in your social media (according to SocialToaster’s poll, after pictures and quotes).  As part of the website or to distribute with enews, video is a surprisingly powerful way to introduce yourself to new customers and fans.

If you are planning interesting and engaging content for your followers, or want to make more of a personal connection online, you want to add video content into the mix. Like all successful marketing projects, video benefits from advance planning.

Here are five tips to getting video right.

1. Purpose and Audience.  Before making your video, determine who the video is for (e.g. your ideal target customer from your marketing strategy planning), what message you want to convey, and what elements will be important and meaningful for that audience.

2. Speaking Style.  Even if most of your video covers a product or images that aren’t you, do include yourself or your speaker in the video.  Audiences like to see who’s speaking, and it’s essential to making that interpersonal connection.  If you need to create a specific one-to-one, more intimate, confident approach to your audience, consider speaking directly into the video camera.  If you want to create more of an information message, consider the interview style of speaking, talking to someone off-camera (think Barbara Walters interviews).  The speaking style influences your preparation:  direct to camera requires memorization or a teleprompter, and interview-style can be more conversational.

3. Video Camera.  To take video, you need to have a means to do that.  Most smart devices come with a video camera built in, which is a nice way to experiment.  Consider investing $200 to $300 in a video camera if you believe you will be using video more consistently in your marketing (Canon makes quality equipment at this level).  Look for equipment with an external microphone jack.

4. Sound.  Sound may be even more important than image quality.  If you cannot hear the speaker, you miss the message.  Invest in an external microphone, one that plugs into your smart phone or video camera.

5. Light.  If you have some control over where you are shooting, say at your office or store location, add some light.  A primary light source in front and to the side of the speaker is needed.  Better still, add light behind the speaker to give them dimension.  A third light or reflector to in front to the other side of the speaker can fill in shadows.  If lighting or the lighting budget is limited, consider a white board or reflector in lieu of the third light.

With these tips and a little practice, video content can become an important part of your marketing strategy.

Have you started using video in your social media and marketing strategy? Leave me a comment, I would like to hear about your experience first-hand.  – Maureen

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