Video marketing has become an essential tool for businesses looking to engage with their audience, increase brand awareness, and drive conversions. In an era where consumers are bombarded with content, creating videos that stand out and resonate with your target audience is crucial. At 7 Hills Productions, we specialize in helping businesses produce high-quality video content that achieves these goals.
In this comprehensive guide, we’ll explore the seven do’s and seven don’ts of successful video marketing. Whether you’re new to video marketing or looking to refine your strategy, these tips will help you create compelling content that drives results.
7 Do’s of Video Marketing
1- Do Share Authentic Brand Stories
In today’s digital landscape, authenticity is more than just a buzzword—it’s a necessity. Consumers are increasingly drawn to brands that are transparent, genuine, and relatable. This means that your video content should reflect the true essence of your brand, rather than presenting an overly polished or artificial image.
Why Authenticity Matters: Authentic content helps build trust and credibility with your audience. When viewers feel that they are getting a genuine glimpse into your brand, they are more likely to engage with your content and, ultimately, become loyal customers. Authentic videos also tend to perform better on social media, as they encourage more shares, comments, and likes.
How to Create Authentic Content:
- Behind-the-Scenes Footage: Show your audience what goes on behind the scenes at your company. This could include footage of your team at work, the process of creating your products, or the day-to-day operations of your business. Behind-the-scenes content humanizes your brand and allows viewers to connect with the people behind it.
- Customer Testimonials: Real customer testimonials are one of the most powerful forms of authentic content. Encourage your satisfied customers to share their experiences with your brand in their own words. These testimonials can be used in various formats, such as interviews, case studies, or short video clips.
- User-Generated Content: Another effective way to create authentic content is by leveraging user-generated content (UGC). This can include videos, photos, or reviews created by your customers and shared on social media. UGC not only provides social proof but also helps build a sense of community around your brand.
Example: Patagonia, an outdoor clothing brand, is known for its authentic storytelling. Their videos often feature real customers and employees sharing their personal stories about how Patagonia’s products have impacted their lives. This approach not only resonates with their audience but also reinforces the brand’s commitment to environmental and social responsibility.
2. Do Align Your Videos with Business Goals
Creating video content without a clear purpose is like setting out on a journey without a destination. While it might be tempting to jump straight into production, it’s essential to first define the goals you want to achieve with your video content. Whether you’re looking to increase brand awareness, drive website traffic, generate leads, or boost sales, your videos should be strategically aligned with these objectives.
The Importance of Goal-Driven Content: When your video content is aligned with your business goals, every aspect of the production process—from scripting and filming to editing and distribution—becomes more focused and effective. This ensures that your videos not only engage your audience but also contribute to the overall success of your marketing strategy.
Steps to Align Your Videos with Business Goals:
- Define Your Goals: Start by identifying the specific goals you want to achieve with your video content. These goals could be related to brand awareness, lead generation, sales, customer retention, or any other aspect of your business.
- Choose the Right Type of Video: Different types of videos are better suited to different goals. For example, an “About Us” video is ideal for building brand awareness, while a product demonstration video is more effective for driving sales. Choose the type of video that best aligns with your goals.
- Measure Success: To ensure that your videos are achieving their intended goals, it’s important to track and measure their performance. This could include metrics like views, engagement, click-through rates, conversions, and ROI. Analyzing these metrics will help you understand what’s working and what needs improvement.
Example: HubSpot, a leading marketing software company, creates a variety of videos tailored to different stages of the buyer’s journey. Their “How-To” videos provide valuable tips and tutorials to attract and educate potential customers, while their case study videos showcase the success stories of existing clients, helping to convert leads into customers.
3. Do Plan an Effective Video Distribution Strategy
Creating a high-quality video is only half the battle. Once your video is ready, you need to ensure that it reaches the right audience. An effective distribution strategy is essential for maximizing the reach and impact of your video content. Without a well-thought-out distribution plan, even the best videos can go unnoticed.
Why Distribution Matters: The success of your video content depends largely on how well it’s distributed. A strong distribution strategy ensures that your video is seen by the right people at the right time, increasing its chances of driving engagement, leads, and conversions. It also helps you get the most out of your video marketing budget by maximizing the ROI of your content.
Key Elements of a Distribution Strategy:
- Identify Your Target Audience: Before you can distribute your video, you need to know who your target audience is. Consider factors like demographics, interests, and behavior to determine where your audience is most likely to consume video content.
- Choose the Right Platforms: Different platforms serve different purposes, so it’s important to choose the ones that align with your goals. For example, YouTube is ideal for long-form content and SEO, while Instagram is better suited for short, engaging clips. Consider distributing your video across multiple platforms, including social media, your website, email marketing, and paid advertising.
- Optimize for Each Platform: Each platform has its own set of best practices and technical requirements. For example, videos on Instagram should be short and visually appealing, while videos on YouTube can be longer and more informative. Optimize your video content for each platform to ensure it performs well.
- Repurpose Content: Don’t let your video be a one-time asset. Repurpose and redistribute your video content across different channels to extend its lifespan and reach a broader audience. For example, you can create shorter clips for social media, embed the video in a blog post, or use it in an email marketing campaign.
Example: Dollar Shave Club’s viral launch video is a classic example of a well-executed distribution strategy. After posting the video on YouTube, the company strategically shared it across social media platforms and targeted blogs to reach a wide audience. The video’s success catapulted the brand to fame and helped them acquire millions of customers.
4. Do Ensure Professional Lighting and Audio
When it comes to video production, quality is key. Poor lighting and audio can make even the most well-scripted videos appear amateurish, driving viewers away. To create a polished and professional video, it’s essential to invest in high-quality lighting and audio equipment, or work with a production company that can provide these resources.
The Impact of Lighting and Audio: Lighting and audio are two of the most important technical aspects of video production. Good lighting ensures that your subject is clearly visible, while clean audio ensures that your message is heard loud and clear. Together, they help create a professional-looking video that keeps viewers engaged.
Tips for Professional Lighting:
- Use Natural Light: Natural light is one of the best sources of lighting for video production. Position your subject near a window or outdoors to take advantage of natural light. If natural light isn’t available, use softbox lights or LED panels to create even lighting.
- Avoid Harsh Shadows: Harsh shadows can be distracting and make your video look unprofessional. To avoid this, use diffused lighting or reflectors to soften the light and create a more flattering effect.
- Consider the Background: The background of your video is just as important as the lighting on your subject. Make sure the background is well-lit and complements the overall look of your video.
Tips for Professional Audio:
- Use an External Microphone: The built-in microphone on your camera may not be sufficient for capturing high-quality audio. Invest in an external microphone, such as a lavalier mic or shotgun mic, to ensure clear and crisp audio.
- Minimize Background Noise: Background noise can be a major distraction in your video. Record in a quiet environment and use soundproofing techniques, such as foam panels or blankets, to reduce noise.
- Test Your Audio Levels: Before recording, test your audio levels to ensure that they are balanced and free from distortion. You may need to adjust the microphone’s placement or settings to achieve the best sound quality.
Example: Apple’s product videos are a testament to the power of professional lighting and audio. Every detail, from the lighting on the product to the clarity of the voice-over, is meticulously crafted to create a polished and visually stunning video that captivates viewers.
5. Do Create Engaging Educational Content
In the world of video marketing, educational content is a powerful tool for attracting and retaining customers. Educational videos provide value to your audience by answering their questions, solving their problems, or teaching them something new. This not only positions your brand as an authority in your industry but also helps build trust and credibility with your audience.
Why Educational Content Works: Educational content is highly effective because it addresses the specific needs and interests of your audience. By providing valuable information, you can engage viewers who are actively seeking solutions to their problems. This, in turn, can lead to increased brand loyalty and higher conversion rates.
Types of Educational Videos:
- How-To Videos: How-to videos are instructional videos that guide viewers through a specific process or task. These videos are particularly popular on platforms like YouTube, where users often search for tutorials and step-by-step guides.
- Explainer Videos: Explainer videos are short, informative videos that break down complex topics into easily digestible content. They are often used to introduce new products or services, explain industry concepts, or educate viewers about specific issues.
- Webinars: Webinars are live or pre-recorded online seminars that provide in-depth information on a particular topic. Webinars are a great way to engage with your audience in real-time and answer their questions.
How to Create Engaging Educational Content:
- Focus on the Audience’s Needs: When creating educational content, start by identifying the pain points and challenges your audience is facing. Tailor your content to address these needs and provide actionable solutions.
- Keep It Simple: Avoid overwhelming your audience with too much information. Break down complex topics into simple, easy-to-understand segments, and use visuals, animations, or graphics to enhance the learning experience.
- Engage with Storytelling: Even educational content can benefit from storytelling. Use real-life examples, case studies, or anecdotes to illustrate your points and make the content more relatable and engaging.
Example: Moz, a leading SEO software company, is known for its educational video series “Whiteboard Friday.” Each week, Moz publishes a new video that tackles a different aspect of SEO, providing valuable insights and tips for marketers. The series has become a go-to resource for digital marketers and has helped establish Moz as an authority in the SEO industry.
6. Do Measure Your Video Performance
One of the most common mistakes in video marketing is creating content without tracking its performance. Measuring the success of your videos is crucial for understanding what works, what doesn’t, and how you can improve your future content. Without data-driven insights, you’re essentially flying blind, making it difficult to optimize your video marketing strategy.
Why Measuring Performance Is Important: By analyzing the performance of your videos, you can gain valuable insights into your audience’s preferences, behaviors, and engagement patterns. This information allows you to make informed decisions about future content, ensuring that your videos continue to meet the needs of your audience and drive business results.
Key Metrics to Track:
- Views: The number of views your video receives is a basic metric that indicates how many people have watched your content. While views alone don’t tell the whole story, they can provide a general sense of your video’s reach.
- Engagement: Engagement metrics, such as likes, comments, shares, and click-through rates, provide insight into how your audience is interacting with your video. High engagement levels indicate that your content is resonating with viewers.
- Watch Time: Watch time refers to the total amount of time viewers spend watching your video. This metric is particularly important on platforms like YouTube, where watch time is a key factor in the algorithm that determines video rankings.
- Conversions: If your video includes a call-to-action, it’s important to track the number of conversions it generates. Conversions could include actions like signing up for a newsletter, making a purchase, or filling out a contact form.
- Return on Investment (ROI): To determine the overall effectiveness of your video marketing efforts, calculate the ROI of your videos. This involves comparing the costs of production and distribution with the revenue or value generated by the video.
Example: Dropbox used video analytics to refine its onboarding process. By tracking metrics like engagement and conversions, Dropbox was able to identify which parts of its onboarding video were most effective in converting new users. Based on these insights, they made adjustments to the video, resulting in higher conversion rates and improved user retention.
7. Do Include a Strong Call-to-Action
A well-crafted video should not only engage and inform your audience but also guide them toward taking a specific action. Whether you want viewers to visit your website, sign up for a newsletter, download an eBook, or make a purchase, a clear and compelling call-to-action (CTA) is essential.
The Role of CTAs in Video Marketing: A CTA is a prompt that encourages viewers to take the next step after watching your video. Without a CTA, viewers may enjoy your content but be left unsure of what to do next. A strong CTA directs them to the desired action, increasing the likelihood of achieving your marketing goals.
Best Practices for CTAs:
- Be Clear and Direct: Your CTA should clearly communicate what you want viewers to do next. Use action-oriented language, such as “Sign Up Now,” “Learn More,” or “Get Started,” to prompt viewers to take immediate action.
- Place CTAs Strategically: While it’s common to place a CTA at the end of the video, consider including multiple CTAs throughout the video to capture viewers who may not watch until the end. You can also use on-screen text, buttons, or pop-up annotations to highlight the CTA.
- Create a Sense of Urgency: Adding a sense of urgency to your CTA can encourage viewers to act quickly. Phrases like “Limited Time Offer,” “Act Now,” or “Don’t Miss Out” can motivate viewers to take action sooner rather than later.
- Align CTAs with Your Goals: Ensure that your CTA aligns with the overall goal of your video. For example, if your video is designed to generate leads, your CTA might prompt viewers to fill out a contact form or download a free resource.
Example: Slack, the team collaboration platform, effectively uses CTAs in its video marketing. Their product demo videos often end with a clear and direct CTA, such as “Sign Up for Free” or “Start Your Free Trial.” By making the next steps clear and easy to follow, Slack encourages viewers to take immediate action.
7 Don’ts of Video Marketing
1. Don’t Focus Solely on Going Viral
The idea of creating a viral video is alluring—who wouldn’t want their content to be shared by millions of people around the world? However, aiming solely for virality can be a misguided strategy that ultimately detracts from your long-term marketing goals.
The Pitfalls of Chasing Virality: While viral videos can bring a surge of attention to your brand, they often have a short lifespan and may not lead to meaningful or lasting results. Additionally, the pressure to go viral can lead to content that is more focused on shock value or gimmicks rather than delivering real value to your audience.
Focus on Long-Term Goals Instead: Instead of chasing virality, focus on creating high-quality content that aligns with your brand’s long-term goals. Videos that educate, inform, or entertain your audience are more likely to build a loyal following and drive consistent engagement over time.
Example: Blendtec’s “Will It Blend?” series is a great example of a viral campaign that also aligned with the brand’s goals. While the videos were designed to be entertaining, they also demonstrated the power of Blendtec’s blenders in a memorable way. The series went viral, but more importantly, it led to increased brand awareness and sales.
2. Don’t Forget Viewers May Watch Without Sound
In today’s digital environment, many viewers watch videos without sound, especially on social media platforms where videos autoplay on mute. If your video relies solely on audio to convey its message, you risk losing a significant portion of your audience.
How to Ensure Your Video Is Effective Without Sound: To make sure your video is accessible and engaging even without audio, consider the following strategies:
- Use Captions: Adding captions or subtitles to your video ensures that viewers can still understand the content even if they’re watching without sound. Captions are also important for making your content accessible to deaf or hard-of-hearing audiences.
- Incorporate Visual Cues: Use text overlays, graphics, and visual cues to highlight key messages and guide viewers through the content. This helps ensure that the main points of your video are communicated clearly, regardless of whether the sound is on.
- Rely on Strong Visual Storytelling: Visual storytelling is a powerful way to engage viewers without relying on dialogue or narration. Focus on creating compelling visuals that convey your message through imagery, actions, and expressions.
Example: Facebook’s approach to video marketing emphasizes the importance of visual storytelling and captions. Many of the videos shared on the platform are designed to be understood without sound, using captions and visual elements to convey the message effectively.
3. Don’t Limit Video Sharing to a Single Platform
One of the biggest mistakes brands make is sharing a video on one platform and considering the job done. To maximize the reach and impact of your video content, it’s essential to distribute it across multiple platforms and channels.
The Benefits of Multi-Platform Distribution: By sharing your video on various platforms, you increase the chances of reaching different segments of your audience. Each platform has its own strengths, so it’s important to tailor your content and distribution strategy accordingly.
Strategies for Multi-Platform Distribution:
- Social Media: Share your video on platforms like Facebook, Instagram, Twitter, and LinkedIn to reach a wide audience. Each platform has its own best practices for video content, so be sure to optimize your video for each one.
- Email Marketing: Incorporate your video into email campaigns to engage subscribers and drive traffic to your website. Video in email can increase click-through rates and improve overall engagement.
- Website and Blog: Embed your video on your website or blog to provide visitors with valuable content that enhances their experience. Videos can improve SEO and keep visitors on your site longer.
- YouTube and Video Hosting Sites: Upload your video to YouTube or other video hosting sites to reach a global audience and take advantage of the platform’s search capabilities. YouTube is also an excellent platform for building a video library that can be accessed by your audience at any time.
Example: GoPro’s video content is distributed across multiple platforms, including YouTube, Instagram, Facebook, and the company’s website. By sharing their videos on various channels, GoPro ensures that their content reaches a diverse and engaged audience.
4. Don’t Copy Competitors’ Strategies
It’s natural to look at what your competitors are doing and feel tempted to replicate their success. However, copying their video marketing strategy can backfire if it doesn’t align with your brand’s unique identity and goals.
The Importance of Originality: Your brand is unique, and your video content should reflect that. By focusing on what sets your brand apart, you can create videos that resonate with your audience and differentiate you from competitors.
How to Develop Your Own Strategy:
- Understand Your Brand’s Unique Value Proposition: Identify what makes your brand different from competitors. This could be your company’s values, the quality of your products, your customer service, or your approach to innovation.
- Create Original Content: Use your brand’s unique strengths to create original content that tells your story in a way that only you can. Avoid mimicking competitors’ videos, and instead, focus on what makes your brand special.
- Experiment and Innovate: Don’t be afraid to try new things and experiment with different video formats, styles, and approaches. Innovation can lead to breakthroughs that set your brand apart from the competition.
Example: Apple’s “Think Different” campaign is a prime example of a brand embracing its unique identity. Rather than following industry trends, Apple focused on innovation and originality, creating a campaign that not only resonated with consumers but also defined the brand for years to come.
5. Don’t Rely Entirely on DIY Video Production
While DIY video production can be a cost-effective way to create content, it’s not always the best approach for every video. For key marketing content, such as corporate videos, product demonstrations, or customer testimonials, professional production is essential to creating a polished and impactful final product.
When to Invest in Professional Production:
- Corporate Videos: Your corporate video is often the first impression potential customers or partners will have of your brand. Investing in professional production ensures that your corporate video is high-quality, engaging, and reflective of your brand’s values.
- Product Videos: Product videos are a powerful tool for showcasing the features and benefits of your products. Professional production allows you to highlight your products in the best light, with attention to detail and creativity.
- Testimonial Videos: Customer testimonials are one of the most effective ways to build trust with your audience. A professionally produced testimonial video adds credibility and authenticity, making it more persuasive and impactful.
Balancing DIY and Professional Production: While professional production is important for key content, there is still a place for DIY videos in your marketing strategy. For example, behind-the-scenes footage, Instagram Stories, and casual updates can be created in-house with a more personal and informal touch. The key is to strike the right balance between DIY and professional production, depending on the goals and purpose of the video.
Example: Warby Parker, the eyewear company, uses a mix of professional and DIY videos in their marketing strategy. While their product videos and commercials are professionally produced, they also share casual, behind-the-scenes content on social media that gives their brand a more personal and approachable feel.
6. Don’t Overlook the Power of Storytelling
At its core, video is a storytelling medium. Whether you’re creating a brand video, a product demonstration, or a testimonial, storytelling is what makes your content memorable and engaging. Without a compelling story, your video is likely to fall flat.
The Role of Storytelling in Video Marketing: Storytelling is what captures your audience’s attention and keeps them engaged. A well-told story can evoke emotions, create connections, and inspire action. In video marketing, storytelling can take many forms, from a narrative-driven brand video to a testimonial that highlights a customer’s journey.
Elements of a Compelling Story:
- A Clear Structure: A good story has a beginning, middle, and end. Start by setting the stage, introducing the problem or challenge, and then showing how your product or service provides a solution.
- Emotional Appeal: Emotions are a powerful driver of action. Whether it’s joy, excitement, empathy, or inspiration, evoking emotion in your video can make it more impactful and memorable.
- Relatable Characters: Your audience should be able to see themselves in the story you’re telling. Whether it’s a customer, an employee, or a brand ambassador, the characters in your video should be relatable and authentic.
- A Strong Message: Every story should have a clear and compelling message. What do you want your audience to take away from the video? Make sure your message is communicated effectively throughout the story.
Example: Dove’s “Real Beauty” campaign is a masterclass in storytelling. The campaign’s videos feature real women, not models, sharing their personal stories and experiences with beauty. The campaign’s message of self-acceptance and empowerment resonated with millions of viewers, making it one of the most successful video marketing campaigns of all time.
7. Don’t Rush the Post-Production Process
Post-production is where the magic happens. It’s during this phase that your video comes to life, with editing, sound design, color correction, and visual effects all coming together to create a polished final product. Rushing through post-production can result in a video that feels incomplete or unprofessional.
The Importance of Post-Production: Post-production is more than just a finishing touch—it’s an integral part of the video production process. It’s where you refine your story, enhance the visuals, and ensure that the video meets your quality standards. Skipping or rushing through post-production can undermine all the hard work that went into pre-production and production.
Key Aspects of Post-Production:
- Editing: Editing is the process of selecting and arranging the best shots to create a cohesive and compelling narrative. It’s also where you can add pacing, rhythm, and flow to your video.
- Sound Design: Sound is a crucial element of video production. During post-production, you can add music, sound effects, and voiceovers to enhance the mood and atmosphere of your video.
- Color Correction: Color correction is the process of adjusting the colors in your video to achieve a consistent and visually appealing look. This step can also be used to create a specific mood or tone.
- Visual Effects: Visual effects (VFX) can add an extra layer of creativity and polish to your video. This could include anything from simple text overlays to complex animations or CGI.
Example: Pixar’s animated films are known for their meticulous attention to detail in post-production. Every frame is carefully edited, color-corrected, and enhanced with sound and visual effects to create a seamless and visually stunning final product. The result is a polished and professional film that captivates audiences around the world.
Final Thoughts
By following these 7 do’s and 7 don’ts, you can create powerful video content that not only captures attention but also drives meaningful results for your business. Whether you’re just getting started with video marketing or looking to refine your strategy, these tips will help you create videos that engage your audience, build your brand, and achieve your marketing goals.
Ready to take your video marketing to the next level? Contact 7 Hills Productions today to get started on your next video project.
Investing in a comprehensive video content strategy ensures you meet your audience’s needs at every stage, from initial awareness to becoming loyal advocates. At 7 Hills Productions, we are dedicated to helping you craft compelling video content that resonates with your audience and drives your business forward.
