Planning your Marketing Video

A well made marketing video is an essential tool that can help generate leads, act as sales material, content for your website, and even content for your next sales campaign. To ensure you get the most application out of your marketing video we suggest planning it out meticulously.

Plan your message

When planning your marketing video, always start with your script. What are you trying to invoke out of the viewer? Who is your intended audience? How can I get more out of this video? 

Plan your ‘Bells and Whistles’

To ensure the video is impactful we need to determine the production value. Every element adds to the quality of the video, but also increases the costs of production. For example: Professional voice artist, original music, talent (actors), sets, props, make up, special effects and other post production features. A higher production value results in a higher quality video, however if you plan it properly you can still make a kick-ass marketing video with a smaller budget. Remember, a strong concept can trump fancy props and people but it needs to be planned correctly.

Don’t take it for granted

When planning your marketing message consider it from the viewer's perspective. Which involves simplifying the product/service, eliminating the jargon, and breaking down every step. We often refer to it as the Shakespearean Method, because Shakespeare would break down the theme and message multiple times to ensure every individual caught on. 

Plan the people

When it comes to dealing with hired talent such as actors and voice artists, every moment matters as talent is costly. Make sure your talent is arranged in advance and properly prompted for the gig. Providing the talent with a video summary or shot list is a great way to help prepare your talent for the shoot day. 

Keep it short 

A marketing video has to employ effective communication within a concise and impactful package. Keep it short, and straight to the point. We as an audience have very short attention spans. On top of that your video is competing with every other video in their feed, so make it easy for them by keeping it short and enticing.

Stay evergreen

When planning your marketing video, try to keep the content evergreen, this allows you more freedom to repurpose the content for other applications such as your website or sales material. Evergreen content refers to content that stays relevant despite the time period.

A marketing video is one of the most effective tools for promoting your business, and can act as the foundation for an entire marketing campaign if planned properly.