So, you’ve got your business up and running, a website, social media channels, shiny new logo. What you need now is a compelling video to add to the marketing mix. But how to go about it?

Making a video can be expensive in the amount of time you need to give it, so you want to plan carefully and do it right. The right video can take your business to the next level. If you can nail the proposition with interesting visuals you’ll get months of free marketing whilst your audience watch what you do – even whilst you’re asleep.

To help you with your production, we’ve put together these steps on how to make a video that gets you the sales you’re looking for.

What does your audience want?

What are the search terms that they are using that would bring them to your product or service? What is it that has led them to reach out, are they going through a particular life stage or thought process that means they are buying right now? Giving your video a keyword rich title and metadata gives your video the best chance of being found.

Where are your audience?

Will they be looking for your product at work – in which case will they be able to play your video with audio or will it need subtitles? There’s no point in videoing yourself talking to camera if you can’t be heard. And if they are likely to find you outside of work, which social media channels are they on? Each channel has its own requirements, for example on Instagram there 3 different lengths: 60 seconds for a profile video, 1 hour for live or 15 seconds for a story and the average view time on Facebook is 11 seconds.

What’s the best imagery for your video?

Pictures of your team to build trust and give an exclusive behind the scenes of what you’re up to. But a shot of a person in an office is an immediate turn off, so you need to get out and about. Or is it beauty shots of the product in use? Or a testimonial with a customer happy to wax lyrical about your product?

Set a Schedule

Give yourself time to plan and then execute your plans for video. When we make a video for our clients we divide up the schedule into 3 parts: pre-production (planning, scripting, storyboards), filming, post-production. Of these filming is always the shortest stage and pre-production is the most important!

Call to Action

After watching your video, your audience should know exactly what to do to get in touch with you, or to find out more about what you do. Make it easy for them.

Distribution Plan

If you are introducing video to your marketing mix, look at it across the year so that whilst you’re at it you are also generating content that could be used for a Christmas message say, or to advertise an event.

We hope that these tips help you to plan out a video strategy that’ll take your start-up to the next level. If you’d like to run through your ideas with one of our consultants please give us a call, we’d be happy to help.

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Jo Feb 6th, 2019

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or walking the 3 Peaks to raise money for charity.

@skylarkmedia