by Lou Bortone
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
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 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:
- Scripting – Having an outline or script so you’re ready with what to say
- Appearance – Are you ready for your close-up?
- Staging and setting – Finding an appropriate spot where you can shoot your video
- Lighting – Making sure you’ve got adequate light
- Audio – Testing your sound to ensure good audio quality
- Camera – Testing your webcam or video camera to make sure the shot looks good
- Recording – Getting the right take that you’re happy with
- 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…
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- The 3 Biggest Video Marketing Mistakes (And How to Avoid Them) - March 18, 2013
- How to Create a Video Plan - January 25, 2013
- From Blog to Vlog – How to Turn Your Written Blog Posts into Video Blog Posts - December 28, 2012