7 simple steps to planning your video marketing

Here are out basic steps and thoughts that need to be taking into consideration when commissioning a video for marketing.

1. Choose an audience

This has to be your first decision. You can focus your video at a single type of customer whether it’s home consumer or business or take it down to a specific market sector, such as retail, trade or professional. This will create a basis for your message and will let you know if you can use jargon or not, use special offers or just be right to the point.

2. What are you promoting?

Now you have chosen your audience, now you can choose your message to match. Choosing this should be kept simple and be directed at your audience. This can include:

  • Products,Services,
  • Special Offers,
  • Staff and Expertise,
  • Brand Awareness,
  • “How to” videos,
  • knowledge videos,
  • video blogs and newsletters.

Choosing this can lead into creating a series of videos rather than just a single one. Producing a number of videos can reduce the over all cost, creates a longer period of time for content to be released and maintains a marketing presence for existing and new customers.

3. What will you say and how will you say it?

Keep it short. Video retention is vital, and statistic show that after 60 seconds people begin to leave or jump the time line so getting your message in that time can be tricky. Using a well planned project and carefully planned script we can film and edit your message into a concise, impacting video.

Writing a script starts again with the initial idea. In a 60 second video you want to aim at 30 – 40 seconds worth of script, allowing for additions of logos and animations etc. In that 40 seconds you need to think about:

• story, does it flow and make sense to the end user watching it.
• Premise, Message, Closure
• Provide benefits, rather than focusing on features
• Visual as you go along

Some videos don’t require scripting, but planning and shooting them is still needed. Storyboarding a video can be a great way to visualise the final product, allow you to estimate timings and create planning for creation and filming. Storyboarding is vital for large multiple shots and multi camera shoots along with animation. Don’t worry about this too much and don’t spend masses of time focusing on artistic perfection – stick men do just fine. Storyboarding is one of the many offerings by sharedmedia when we are commissioned to make sure that your shoot is effective and reduces mistakes and lengthy shooting costs.

4. What is your call to action?

This can be make or break the success of your video, however not every video need an obvious call to action.

Content such as testimonials or case studies are there to reassure your potential customers and give them a direct insight into they should use your product or service. Along with video newsletters, these need simple contact us call to actions. Don’t over complicate it.

A product video must provide information such as how to purchase, where to purchase and who to contact. Special offers and promotions much contain limited time windows to get this great offer.

5. Creating the Video

Lots of factors have to be taken into consideration:

Choosing where to shoot

Location, Location, Location. This is so true. This will create a feel for your style and message. Using places of work are cost effective, but sometimes additional location are needed. Sharedmedia.tv have access to a wide range of locations for multiple for different types of shoots.

Think lighting and sound

Filming out side is great for lighting but can cause many issues for recording sounds, and vice verse when shooting in doors. Having the right lighting, sound equipment and cameras will make all the difference.

Think style

How you shoot your video makes a massive difference, out top tip is keep it close. Avoid wide shots as much as possible, keeping the shots close will keep focus on the content and avoids unwanted mistakes that are sometimes missed at the shoot.


It’s at this point the product comes to life. So following all your planning remember less is more. Choosing music is vital, finding the right track to match your style, speed and message. Sharedmedia have a wide range of resources from off the shelf to dedicated composed tracks and audio indents, that are more cost effective that you may think.

6. Share it

The video is made, and you’re ready to let people see it. Putting a video on your website and expecting people to see it, will not give you the results you expect and deserve.

Sharing your video on your social media networks such as Facebook, twitter, linked in etc will increase the awareness, and also allows your connections to share through there networks as well. Using statics such as Facebook insights will help you understand the effectiveness and reach of your content.

When uploading your video to youtube there are many features you can use, our top key suggestions to get right are title and keywords.

Having a captivating title will entice uses to watch, while also choosing phrases that people will use to find your video. Second is matching the title with keywords tags. This is great for search engine optimisation and will help your video get found.

Adding videos to email marketing give a great opportunity to reach a large number of people in a single event.

7. Review & Repeat

The initial release period of a video is it’s highest impact, but over time the increase in viewers will slow. You don’t lose the impact of the content and new visitors to your site will still be able to benefit from it. Having a series of video created and released over time till allow you a continuous feed of information to new and existing customers.

Don’t forget when you finish watching a video on youtube, it will suggest up to 6 other videos. If you have any other video available in your channel then these will come up, and acts as a great way to get your other videos and messages seen.

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