chapter three
How should I approach the video creation process?
Now that you have a solid structure on which to build your video marketing campaign, you can start to think about the production process. We'll break down the different elements you'll need to consider if you want to create good video content that provides value.
Video Styles
There are plenty of video types and styles to choose from. Note that this is different from video type and typically refers to how your video will be made. Perhaps you want to use a minimalist animation to quickly explain a complex product to viewers. You may want to use a mini-doc approach for your company story.
There's an array of styles you can choose from, and each will add a different quality to your video.
Pre-Production
You now know your targets, your audience, the type of video you want to make, and the style. Now comes the fun part - execution. One of the most effective ways to begin is to brainstorm ideas and work on a storyboard and script.
If you're not in the position to create good, quality videos, ensure that you're employing the help of a service that can. That means working with a fantastic video production company, animators, graphic designers, and content writers. Of course, you won't need all of these, but delegating work you can't do yourself is always better than taking a DIY approach that ends up looking unprofessional.
Using our
on-demand video production services is also a fantastic way to create high-quality videos without having to worry about the production process.
Creative Research
Doing research will help you know what your video messages need to be about and how to better serve your audience.
Use the following research questions to prepare your video strategy.
Market Research — Share market insights on common trends, your competition and what's working now.
Brand Research — Describe what makes your business stand out and unique — including your vision and mission.
Customer Research — Describe your ideal customer's dreams, problems and where they spend their time online.
Product Research — Share all the products and services your business offers.
Brand Messaging
Crafting a clear message is essential to business growth.
The more clearly you can talk about what you do and how you can help your customers, the more you will win over your customers.Your unique message is your competitive edge and helps you stand out from the other noise online.
And, it will make video scripting much easier. You’ll be confident in how to create all content online, not only video.
You’ll build a profitable connection with customers and they’ll understand why they need to buy your product or service.
To do all this messaging magic, we use
Story Supply™ — our signature brand messaging framework that will help you clearly and confidently talk about what you do in a simple yet powerful way. Before you prepare video scripts, update your story supply so your messages will resonate from ads to your product communication plan.
Marketing Plan
With message clarity, you’re ready to build a marketing plan with our marketing framework, Marketing Supply™.
It’s a simple, 3-phase plan to help you build a sales funnel. In this plan you categorize all marketing content and decisions as Traffic, Leads, or Sales.
Video marketing is not only about generating traffic on social media and other platforms, it also applies to the video messages throughout the entire sales funnel to capture leads and make sales.
Think about the journey your customers go on to learn about your brand and buy your products. Each step requires a different type of message.
Brainstorm all the ways your customers experience your brand during each phase of marketing.
Video Planning
Video done right can do a lot to grow your business. And it's the only way your brand can get visible and stand out more than any other type of content. But video will only work when you have a clear plan to guide you.Every plan, begins with the end in mind.
So, what are your business goals over the coming months?
Whether you want to automate your marketing to free up your time for vacation, multiply your audience size, hit a six-figure product launch, or something entirely different... then this business objective becomes your main goal and vision for success!
And since video is an essential part of your marketing plan then you need to set goals for your traffic, leads and sales.
Traffic Goals: How many views do you need on your video and sales page?
Lead Goals: How many new leads do you need to capture?
Sales Goals: How many new sales do you need to generate?
Inspired by your marketing, make a spreadsheet list of video topic ideas to start building your video supply. Each video will be categorized into a marketing phase for traffic, lead or sales related video content.
Video Scripting
Using your video list, write SEO-driven video outlines and scripts.It’s not essential to do word-for-word scripts for every video but you may organize your ideas and talking points to easily film each video.
Download and use our video scripting guide to plan, outline and write your videos scripts.
Video Production
Now it’s time to create your videos!
Complete the following video production checklist before you or your crew hits record.
Video Equipment — Camera, Lighting and Audio
Location — Office, Home or Rented Studio
Appearance, Wardrobe and Make-Up
Props and Set Design on Brand
Video Scripts Completed
Be Creative — Film Variations and Different Styles for Each Video
This quick start checklist is not comprehensive but it will help you focus on the essentials for your video production time. Based on how professional and polished you'd like your videos to look we recommend you work with a video team to do everything for you.
Our team has worked with businesses of all sizes and backgrounds to professionally film videos that help them stand out, profit and grow!
Are you ready to become our next client?
Zendesk
Short-form video marketing for Zendesk's social media.
Obînna Onungwa
Obi partnered with Video Supply to level up his video content creation.
Yvonne Sama
Successful video production and launch of Yvonne's DIY Dreamer To Doer online course for her audience of over 2.27 million.
Princess Cruises
Generated millions in views and sales with multiple brand awareness and sales campaigns.
Post-Production
After you film your videos it's time for post-production. But based on your role, you shouldn't have to worry too much about the post-production process.
Post-production includes everything dealing with video editing, motion graphic design, sound effects, call to actions and more. That means you can easily hire a professional and experienced video editor or agency to do all of the work for you. Make sure you get familiar with the post-production process but don't worry about doing yourself.
Explore our marketplace of video production services (like video editing) to help you along every step of the production process.
