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January 25, 2013

How to Create a Video Plan

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Planning is the key to video marketing success.

The biggest challenge with online video is just getting started. For many entrepreneurs, even those who have no problem cranking out content, creating video content can be daunting and intimidating.

And once you’ve got that first momentous video finished, you’ve only just begun. “One and done” does not work when it comes to video marketing, so you need a process and you need a plan!

The key to a successful, ongoing video marketing strategy is to develop a video plan that supports your overall business objectives. In fact, it’s not enough to just “do video,” you’ve got to create videos as a means to an end. Your videos should be designed to help achieve specific business goals.

What do you want your video to accomplish? Are you doing video for the visibility and exposure? Are you trying to build credibility and establish yourself as an expert in your niche? Do you want to improve your search engine rankings?

Or perhaps you’re looking to video as a way to generate leads and sales for your business. Your goals will determine your video direction.

Be sure to set realistic goals that support your business. Specific video goals may include:

  • Developing a video presence online
  • Adding an opt-in or welcome video to home page
  • Creating a “video tips” series on YouTube to establish credibility and expert status
  • Building a promotional platform to sell books or information products
  • Creating a sales video to launch a product
  • Starting a weekly videoblog series to consistently deliver your content
  • Creating tutorials or demos to sell as video product

A “video tips” series is often one of the most powerful video strategies for establishing yourself as an expert in your niche.

Try not to think of video as an “add on” or an extra thing you have to do. Video can be integrated into your current marketing plans. Make a list of your regular marketing activities (i.e. email marketing, blogging, social media) and decide how adding video can enhance or improve those marketing tools.

That may mean turning blog posts into video blogs, doing a video version of your ezine, or just adding video to your email marketing efforts by sending video mail. (Two services for easy video mail include Eyejot.com and MailVu.com).

Once you’ve set your goals and determined how to integrate video into your existing marketing plans, you can get more specific by scheduling your video activities using a video editorial calendar.

A Video Editorial Calendar can help you plan and organize your video schedule

A video editorial calendar will help keep you on track and ahead of the curve when it comes to producing your videos. If you know, for instance, that you’ve got a new product launch or a big webinar to promote in March, you can work backwards and determine when you’ll need to shoot and produce a promo video.

Now that you’ve got all your ducks in a row with planning and scheduling, you just need to refine your video process. Obviously, the process will vary depending on the type of video you are producing, such as on-camera or off-camera. Either way, you’ve got to create a step-by-step system that you’re comfortable with – and one that can be easily repeated as needed.

If you’re doing a typical on camera “talking head” video, your process might consist of:

  1. Scripting – Having an outline or script so you’re ready with what to say
  2. Appearance – Are you ready for your close-up?
  3. Staging and setting – Finding an appropriate spot where you can shoot your video
  4. Lighting – Making sure you’ve got adequate light
  5. Audio – Testing your sound to ensure good audio quality
  6. Camera – Testing your webcam or video camera to make sure the shot looks good
  7. Recording – Getting the right take that you’re happy with
  8. Editing – Making edits and embellishments as needed

Again, your process can be as simple and streamlined as you want to make it. As long as it works for you, and you can repeat the process whenever you want, you’ll be good to go!

As you can see, the best videos are actually created before your ever fire up the webcam. Planning your video is the key to a successful shoot. Taking the time to plan ahead will make it much easier to create your videos – and to crank out quality videos consistently!

Let me know what you think in the comments below…

Lou Bortone

Lou Bortone

Lou Bortone is a Video Marketing expert and online branding consultant who helps entrepreneurs and service professionals build breakthrough brands on the Internet. He is a former television executive who worked for E! Entertainment Television and Fox in Los Angeles. Lou is also an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach.
Lou Bortone

@LouBortone

Lou Bortone
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Comments

  1. Terry Pappy says:
    February 10, 2013 at 9:13 AM

    You are so right, Lou. Thank you. At the start of the year, I posted in my blog that I was going to launch a video blog on xx date. This self-imposed deadline that I made public held me accountable! It’s a tactic that I’ve done again and it really works for me because I’m predisposed to “make it all perfect before launching.” What invariably happens is that I never get to market with what I’m creating. So, this is a great tool that works for me. A production schedule like you shared is also crucial so that your message is consistent and supports your business goals. Thank you!

  2. Rosalind Fruchtman says:
    January 28, 2013 at 2:53 PM

    I find the hardest thing is getting THAT FIRST video done. I achieved that years back and then it became easy, BUT THEN… I stopped and NOW I have to start ALL OVER again, in order to get past THAT FIRST video and regain the momentum! ;(

    Thanks for always sharing and encouraging Lou! ~Roz Fruchtman

  3. Michael Neuendorff says:
    January 27, 2013 at 1:25 AM

    Lou, Nicely organized and informative post. I do have a question for you. What do you think of the professionally done video with a green screen vs just setting up a decent webcam in your office video tips? I hear that slick looking videos may actually work against you. Thanks for your insight!

    • Lou Bortone says:
      January 27, 2013 at 9:59 AM

      Hi Michael:

      My take on “quality” is this: If you’re making an “evergreen” video that’s going to be on your website home page, for example, then you should make it as professional as possible. For more “temporary” videos, like quick tips or a brief promo, done is better than perfect.

      Thanks!

      Lou

  4. Becky Cortino says:
    January 26, 2013 at 1:29 PM

    Great tips, Lou! Your Vid Editorial Calendar overview and action plan really help to show how to integrate videos into a marketing/communication plan, and max our vid-making efforts!

  5. james ehrlich says:
    January 25, 2013 at 11:49 AM

    This was one of the finest and most instructive information I have ever read…keep up the great work. The future of ink…wow.

  6. Denise Wakeman says:
    January 25, 2013 at 11:34 AM

    Hey Lou, is that your planning calendar taped over the window?