You’re on this page because you recognize the significance of video advertising. Companies can’t compete through written images and text alone -today, it’s tedious and boring for consumers bombarded with live streaming video, interactive 360 videos, virtual reality, and many more.
In the United States, digital video marketing is an industry worth $135 billion. This means that all brands are realizing video’s benefits and investing in its production and distribution.
Due to this growth, you’re in the back of the pack if you’re not publishing regular branded content. It can be difficult if you’ve never produced a video of your own. This is where we can help!
Through this, a blog by the leading search engine optimization company Singapore, you’ll be able to understand the fundamentals of video advertising, from determining what kind of video you require to knowing how to share it to achieve the best benefits. Explore below to find everything you need to know!
How do I create a compelling video Marketing Strategy?
According to the leading digital marketing company Singapore, strategies for marketing via video aren’t new. As you wouldn’t design an advertisement and purchase time for the Super Bowl without researching and planning, you shouldn’t make your own marketing videos without first conducting the necessary research and developing a plan.
Your strategy for your plan for marketing your video will ultimately determine what determines your strategy, the budget as well as timelines, production methods as well as your conversion rates, and much more.
Therefore, having this plan written down and finalized is the first step in creating your video.
Before we get into the details, Here’s a brief overview of the steps.
How to Create the Video Marketing Strategy
- Begin with your goals for your video.
- Find your target audience.
- Find out the story you’d like to tell.
- Maintain creative needs in check.
- Keep track of your timetable.
- Create an achievable budget.
Once you’ve figured out the direction we’re taking, we’ll provide more details on the best way to carry out each step.
1. Start by establishing your video goals
The first step to developing your video strategy is to outline your video’s objectives. It is ideal for making a video for each step of the funnel for marketing. However, you’ll need to choose which stage is most crucial to focus on.
Awareness: Here, a problem or an opportunity is identified, and the user realizes they are facing a crisis. Videos at this point should be able to draw viewers in and present your company to a new group of people.
- Examining: The viewer is currently pondering how they can solve the problem they’re faced with. They’re looking for suggestions, watching reviews of products, and trying to come up with affordable solutions.
- Choice: The solution has nearly been discovered, and you’d like to be at the forefront. Show your potential customers proof of satisfaction with your customers and demonstrate why your service or product is superior to your competitors.
If you’re trying to bring new customers to your business, it is best to develop an awareness-raising video. To engage your target audience, you’ll require an awareness stage video.
If you’re close to closing the deal and want to help your prospects, it is best to develop an action-oriented video. Creating an engaging video for people who have already purchased from your company or an internal video to motivate your staff or attract new employees is possible.
2. Find Your Target Audience
Once you’ve identified the phase of your marketing funnel, you’ll be focusing on It’s time to determine the target audience. This is essential; if you design videos without having a particular group of people within your mind, you’re more likely to fail.
People who aren’t supposed to view it won’t be able to, and those who view it will not make the switch. So how do you determine the demographics of your potential viewers?
The most important thing is to develop the persona of your prospective buyer. You already possess one; congratulations! The creation of a buyer’s character (or several) is often performed when a business is creating its product or service offerings.
The customers you would like to purchase your product are likely the same ones you’d like to reach via your video.
Once you’ve mapped your buyer’s persona out, you’ll be able to pinpoint the people you want to reach. For you to determine your strategy for attracting audiences, ensure that you’ve got the following identified:
- The person to who the product/service caters is intended to be the persona of your potential buyer. What is the goal of your video? That is how they fit into the funnel of marketing.
- The location where your audience hangs out will influence the method you use to distribute your video.
When you’ve answered these three questions, you’ll be able to determine not only the audience you’re targeting and how you can get them to listen, too.
3. Find out the Story You’d Like to Tell.
The decision of what story you’d like your video to tell could be the most exciting, as well as it can also be the most challenging aspect. You’ll need to sketch out the four main elements that will serve as the foundation for your narrative.
- The person you are promoting to has a purpose – The person you choose should be in line with your demographic target.
- Conflict – This is the customer’s issue.
- Quest – The Quest is the way you market your product or service.
- Resolution – This is the way your service or product will solve the problem.
The elements in your story should lead the reader to a new experience that’s in line with your brand’s mission. Think about the emotion you would like your story to inspire the reader as you write your story. Would you like them laughing?
Are they at ease or inspired following watching the video? Whatever feeling you wish your viewers to experience, take note of that when you compose your script.
Every aspect, from props to the location to the color scheme and wardrobe, will convey that emotion. So, choose each detail carefully!
4. Keep in mind the creative requirements
When you write your story, be aware of the people who need to review your film (your manager, the company’s founder, your marketing department, etc.) as well as the time required to incorporate their feedback.
Rapid changes to messages, scripting, goals, and so on can cause your entire production to go off-track. However, these kinds of changes are quite common. Check out our guide to creativity to help you manage the creative feedback of everyone on your team.
5. Make sure you (Try to) adhere to your Timeline.
Your timeline is your guide to keep you on track with the work you’ve accomplished and what’s still to be done. While you’re planning your entire production, from the initial ideation to the actual distribution of your video, you should have a schedule to adhere to.
It’s best to have several different timelines, including an overall production timeline, timeline for production, timelines to distribute, and many more. Timings are vital for each person on your team.
Marketing may have its own while production may have its own, and the social media department may possess its own. In general, be a good person and inform everyone of schedule changes, deadlines, and completion dates.
Have a look at the way we plan the video content we produce in order to gain a better understanding of the length of time the process will take.
6. Create a realistic budget
Cash rules everything! Sure, creativity, planning, and strategy are essential but let’s face it. Without a proper budget, it’s difficult to obtain precisely what you’d like. You must plan for the budget and resources available.
Create a plan for what you’ll shoot in-house and what you’ll outsource to an agency for production. Consider what you’ll spend your money on and what you might need to cut costs on. Be sure to search for the best price, not only literally but metaphorically.
Ask experts from the industry what they charge for particular services (scripting or sound editing distribution of social media, etc.) and what you could be expected to pay if you employed a freelancer or an employee on a full-time basis instead.
The majority of agencies are willing to share any details you’d like to know or direct you to people who can help. Certain types of videos and features could cost more than other ones also, so make sure to research all this before you decide on the kind of video you’d like to create and the best method for making it.
What kind of video should I make?
After your plan is established, it’s time to begin thinking about the final video you’ll be creating. Simple enough, isn’t it? It’s not quite that simple. According to the top SEO company in Singapore, every kind and each type of video comes with each its pros and pros.
Certain types may be more suitable for you based on your specific goals in marketing, while others are more appropriate for those who want to save some money over the long term.
If you’re not sure of the difference between the two, you’re the only one.
We’ve broken down the most commonly used styles and types of videos so that you can get your video-making process underway!
5 Types of Videos that are the Most Popular Video
From branding videos to FAQs and instructional videos, there are myriad types of videos that you can create in conjunction with the marketing channel you are using.
There are so many kinds of videos; certain types will be more effective in achieving your goals in marketing. Once you’ve set your goals set, you can begin studying how each kind differs and then choose the one that’s best for you.
Commercials are short, captivating videos that showcase your business’s most appealing features through a lively scene, stunning images, or a summary of new features. They conclude with a simple call for action.
They’re probably the most well-known kind of video, and you’ve likely seen a lot on TV streaming services or platforms for a video like YouTube. Since their primary objective is to draw new customers, they are usually broad in scope and only provide the most essential and pertinent information that a person could need.
Most importantly, they’re memorable! They display the brand’s image in a manner that will be remembered by the person who sees it; even if it’s the first time a person is presented with the brand, they’ll never forget it.
Commercials are usually short and typically 30 seconds to one minute and broadcast via paid ads either on TV or online. They’re also perfect for your homepage or website, as they provide an overall description of your brand’s mission and convey your goals in a concise and easy-to-read style.
2. Social Content Videos
These can be lifestyle shots, a collage of images related to your service or product, a short soundbite from an interview or quotes, or simply an attractive image of the product you offer. They are typically fun, interactive, fun, and intended for sharing.
If you’ve not watched a commercial on TV, you’ve undoubtedly watched videos posted on social networks. Social media videos can be virtually everything and can be found anywhere in buyers’ journeys.
Because of their entertaining, engaging nature and short duration, they usually aid in attracting new and existing customers. Keep social content videos to a minimum of 30 seconds. Pay attention to features unique to social media, such as muted auto-play or video looping.
You can utilize the tools you have available to benefit yourself by using silence and creating endless loops. Also, consider highlighting positive customer feedback on your social media videos. This boosts your credibility as well as spreads positive word-of-mouth.
3. Explainer Videos
Explainer videos are those which teach viewers more about your business, brand, product, or service. As with social content videos, nearly any video could be classified as an explainer; the only requirement is that it concentrates on how your business solves a specific problem.
Explainer videos are great introductions to your business’s image. They must quickly and effectively provide a clear explanation of what your company does and the reason why it is essential. In most cases, they should be less than three minutes long.
Explainers should conclude with a powerful call to action and provide an easy solution to a complicated issue.
Be aware that these videos must be able to answer three questions: What’s your target audience’s issue? What can the product you offer solve it? Why should your customers decide to choose your company?
4. Product Videos
A video about your product will inform your viewers about your most popular products or services and the top features of each. It showcases your product in action and aids in increasing the trust of customers in your business or your brand.
The main objective will be to attract new customers in the initial stages of research into your product. You’ll need to highlight not just the attractiveness of your product but also its usefulness and importance.
It is also important to emphasize what makes your product different from the others because these potential customers are still researching, so you’ll want to make sure that your stand out from the rest of your competitors.
Videos for the product are typically around 30 seconds and are shared on your website or social media platforms through email or paid advertisements.
Utilize high-end production equipment and fantastic audio, whether it’s dialogue, music, or voice-overs, to convey the amazing quality of your product.
Video testimonials can be among the most effective kinds of videos you can create. They showcase happy past or current customers and share their experience with products or services.
Honest and genuine feedback from a client is more powerful than any statement you could make about your company.
According to a recent study, 90 percent of people believe that reviews on the internet and reviews influence their purchasing choices, so make use of these to boost your credibility as a brand and convince your customers to consider a leap.
The typical customer testimonial is between 30 seconds to two minutes in length and may focus on one satisfied customer or many. They are highly flexible, which means you can post them virtually everywhere.
It is essential to ensure that the person you choose to film is authentic and genuine. An untrue or fake testimonial can be detrimental to your business, So take your time to locate the ideal person.
What are the three stages of video production?
You’re prepared for the big moment. Your video strategy is established. You know the video goals you’d like to achieve, and you’re aware of the kind and format of the video you’ll need to achieve your goal. It’s time to get started on having fun!
The next step is writing the script and searching for the right agency as well as the video review and edits, then celebrating the achievement of a stunning professionally-crafted, and polished video you’re proud of.
The entire process is expected to take around 2 months with the appropriate partner, but be sure to allocate more time than you will need for each of the different stages of production to ensure that you don’t get caught up.
The stage before production covers all of your video’s planning. This is the initial and most crucial step in the production process since it sets the whole video in motion.
In this phase, you’ll need to establish the exact content for your film, gather feedback from all team members, then start planning and scheduling your shoot.
In the event that you’re paying a production company or an agency, you’ll need to conduct all of your company vetting, creative call, and final approvals here. There are four key aspects of video pre-production that to be aware of.
If you decide to hire SMM company in Singapore to produce your own video, It is essential to hold an open-ended brainstorming session. This will allow you to finalize the video’s story character, story, and messages, as well as the length and style.
There is no idea too wild! Explore all the possibilities you can, and when you have all of your thoughts in the air and have them down, you can begin writing them down and reviewing the possibilities and what could fail.
When you work with an agency, there’s no need to be concerned about these particulars. We the best SMM agency in Singapore arrange creative calls to go over your ideas and provide feedback from our experience with the results.
We also propose new ideas and any direction you may require. However, deciding on a creative direction is vital because your originality is what will communicate your brand’s identity and will determine how memorable your brand’s video will be.
The scripting of your video will be the following step. This involves defining your voice-over, dialogue music, sound cues, music, visuals, and other details that can help move your story in the right direction.
It’s possible to create this at your own facility or contract an agency or freelance writer to draft your script. The reading rate, on average, is about two words per second. This is why you should keep this in mind when you write.
A one-minute video should be approximately 120 words long; A two-minute film should be around 250 words, and it goes on.
Consider what the best way to communicate your message is. However, there is no need to stuff your video with narration. Sometimes, silence or motion will tell your story more effectively than narration.
While you’ve already sketched certain visuals in your script, you’re ready to draw everything out! Storyboards aren’t required in all cases; however, they can be very helpful in helping you create the look and feel of your film.
They can also assist your camera managers and the project coordinators on set to ensure that everyone is aware of which videos to focus on. It’s not necessary to be an artist of a high standard with excellent drawing abilities to make a great storyboard.
You can use it as a reference, even stick figures of your characters could give your team a fresh perspective and get everyone to the same place about the design and style of your video.
Preparation and Booking
The next step is to take the formal steps that include booking talent, scheduling dates and hiring personnel, purchasing props and equipment, as well as others. It can be a bit overwhelming when you’re trying to handle everything by yourself.
There will be an address for all of your actors or production assistants and even permits if you’re filming in public areas. It might be beneficial to hire an agency at this stage to take care of all the technical issues.
Documents are an absolute necessity at this point. Create calendars that are shared, contact sheets, notepads for scripts, and other documents, and ensure that everyone involved has access to them.
Be aware of the dates and deadlines, and create reminders to yourself to ensure that all the important details don’t slip past through your fingers. Pre-production setup is an all-day job. So, make sure to balance what you’d like to achieve with what you can accomplish.
There’s plenty to look forward to on the big day, and what a day it will be! The day of production could be hectic and chaotic or neat and organized. When you finally get to witness your video come to life for the first time, you’ll feel a sense of fulfillment.
While it’s exciting, there’s a lot to do to ensure your video is as perfect as it can be. This is why you or the company you’re working with shouldn’t ignore the next.
There are two essential components in any video production: audio and images. When you are producing, it is important to ensure both are in line with the standards you set for yourself.
It is important to test your equipment and work with an experienced producer in order to ensure the highest quality image and sound possible. You’ll need to check every piece of audio equipment (mics, booms, mics, and more) and the camera equipment.
If you’re shooting, ensure that your photos are in line with the storyboard you’ve created and your branding design. If you’re not on set, make sure you have videos or photos for a couple of minutes to ensure your video is running exactly as it ought to.
The correct lighting can be the difference between a stunning high-quality and not cheap, low-budget production. Lighting creates mood, and lighting is the basis for tone, and lighting affects the overall look and impression of your production; therefore, pay attention to the lighting.
It is recommended that an expert take care of this. Be sure to look over your photos and be sure to approve of the appearance and feel.
Another element that can create the atmosphere for the entire production? Physical styling includes clothing, makeup props, and decor for the stage. If you decide to go large or small, the things you choose to style will tell the majority of the narrative.
You need to work these issues out during the creative design phase, although the details and purchases could be made later.
However, how you present your video can have a major impact on its effectiveness, So make sure that your style choices align with your story and the ultimate goals of your marketing strategy.
The extras you receive are specific to your requirements — you could benefit from behind-the-scenes footage, a short photo session, or certain kinds of B-roll. Make it happen! Anything you make on the set during production is only beneficial to you.
It will provide longer-lasting value to your clients and give you more published content. If you’re working through an agency, you should ask them to do what they can.
You could even request the raw footage of your video so that you can edit and repackage the video for use in the future. Consider your requirements, and then see what you can accomplish!
If you’re not a creative and/or production director, you won’t be concerned about what happens after production. It’s good to understand what happens; however, you won’t be doing anything particularly hands-on in this phase.
Post-production is heavily centered around editing videos and creating graphics. This means you’ll have either employed skilled editors or agencies and delegated this work to the right individuals. Be aware of the timeframes and know the post-production process. But don’t take the entire process on yourself!
The most crucial aspect of post-production editing is the editing of your footage. Of course, it is cutting and sewing your interviews, b-rolls, and lifestyle footage to tell your own story.
However, it is also about altering other visual elements, like color, white balance, and clarity, to accurately convey the story you wish to convey. The edits you make will affect your video’s overall look and feel, which will greatly affect its brand.
When you imagine an Apple store, you’re not thinking of romantic, dim lighting. Therefore, ensure that your color editing aligns with your artistic vision.
As important as the visual effects are the audio effects. Audio mixing and narration, dialogue, and music all produce the audio you hear while watching your video.
The addition of a few seconds of background sound on an empty space can be the difference between what appears as a high-quality film and one that isn’t.
Be sure to hire a professional for the audio mixing process, ensuring you can get the best audio levels, including foley effects, the volume of dialogue, and much more.
Alongside visual editing, you could (and should) incorporate graphic effects into your video that is branded.
Graphic elements include text graphics and animation, including fade-ins or outs and lower-third overlays of graphics, titles, and names for interviews, logos, brand modeling, and many more. These elements can bring all your branding efforts.
Use them effectively, and you’ll end up with professional videos you’re proud to show off.
Bonus Call to Take Action
You should know what you would like the video’s call-to-action to look like. It could be your homepage’s URL, a “Click here” button, a thumbnail of a different image, icons for social media, or any other type of CTA.
These are graphic elements, but they need an extra amount of thought because you’ll have to think about the purpose of your video and how you’d like the viewers to achieve these. Consider the user experience and the best way to convey the CTA in the most non-intrusive manner possible.
How can video improve my SEO?
Video marketing offers a myriad of benefits, but there’s a single which we’re going to improve:
SEO: Search engine optimization has evolved into an essential instrument for marketers. Around 64 percent of consumers make use of search during the “I’m-looking-to-buy-now” moments, and 71% go to a retailer’s site or app while in the decision-making process.
It’s, therefore, crucial that your site doesn’t only appear on search engine result pages (SERPs) and be ranked highly. Search engines are increasingly focusing on websites that contain video or videos. Videos currently appear on 55 % of Google keyword searches.
In addition to helping your site get ranked on relevant searches and boosting your website’s visibility, videos can also help make your short snippet (or the actual result that lists the content) bigger and more attractive, and therefore, searchers will be able to see it prior to different results displayed on the site.
Why does video help my website rank?
Since websites with videos perform better than those with no video content and search engines rank them higher. In the end, search engines are looking to do a great job.
Therefore, if they find that a site is engaging users, addresses their concerns, and gives them a pleasant user experience overall, search engines will reward the website with a higher ranking.
While a myriad of items can improve your SEO, specifically, video assists by:
- Increase your click-through-rates. The inclusion of video on your website will result in an increase of 157 percent in organic visits coming from SERPs.
- Reduce your bounce rate. Visitors spend more than twice more time on a webpage when they have video as they do without.
Making high-quality backlinks. The more high-quality your website’s content likely you will be able to get backlinks.
What could I do to increase my SEO?
There are a lot of tech-related tips that you can apply to increase the SEO of your website; however, one of the most effective strategies is to create quality content that is informative and informs your viewers. And what’s the most educative or informative form of content? Video!
If you’ve already made an online video for your business, you shouldn’t just keep it to yourself. Video is, by nature, extremely informative; however, the increase in SEO it offers can pay dividends in the long run.
1. Include videos on your website
Make sure you don’t forget about your site when it comes to releasing your video. Include it on any webpage that’s relevant. If you have a product video, for example, it’s best to include it on the homepage of your website and also on your product or e-commerce page.
If you’re publishing an article on your blog on your product, be sure to include the video! If you have an FAQ page where you can ask questions about your product, add the video!
2. Integrate your video into high-quality content
Unfortunately, posting video content on an empty page isn’t going to do much to improve your SEO. Be sure to embed your video in a page packed with relevant and useful information.
This let’s search engines know that you are not just putting engaging media on your website but also providing an abundance of relevant information. Make sure the content is relevant to the video you’re showing, and sometimes posting the video transcript will also help.
3. Keep posting videos frequently!
A single video is fantastic, but the more often you share engaging videos, the more effective.
It’s probably not practical to upload videos every single day or for every project, but if you have an important campaign that you’re developing or an initiative that could benefit video production, allocate certain resources to creating videos.
The simple act of overlaying text onto an existing piece of footage could be extremely engaging on your site and attract more people to your site from organic searches.
4. Remember the information
SEO is about half high-quality material and half technical aspects. Video isn’t an exception.
When you upload the video to your website, make sure you include the technical information that will allow crawlers to see it when searching your site: the titles, descriptions tags, annotations, and tags. Many video hosting platforms allow you to edit these details.
Although video marketing can initially seem daunting, with enough skill and persistence, you can quickly create high-quality video content specific to your company.
Take out a camera, start filming, and observe how much more engaged you get. It’s time to use video as a crucial component of your marketing plan.
Take things slowly and never stop learning. You never know how a fresh concept or tactic will assist you in reaching your objectives.
If you want to read more on such topics, check out our previous blog
What is Structured Data, its Benefits, and the Best Way to Implement It?