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8 steps to create an awesome marketing video for your website

A step-by-step guide to creating a marketing video

Video marketing has been gaining traction with businesses for a while now. According to the Content Marketing Institute (CMI), video has made the single biggest jump of any other content tactic this year. What’s really interesting is that a whopping 70% of B2B marketers are now creating videos in order to reach new audiences and get people interacting with their content.

The inclusion of video on your website can transform any static website into a dynamic interactive site that will attract and engage visitors. Here’s some steps on how to create an awesome marketing video. For a more in-depth view, download our Video eBook:

1. Brainstorm the idea
The purpose of the video will determine the style and format of the video. Think about your target audience and what style of video will resonate best with them. There are lots of different styles and formats to choose from, including animations, interviews, live events – and many more.

2. The script
If you use a script, ideally you should prepare and finalise the script before arriving on location. This should include any dialogue, whether spoken in-scene or in voiceover. The script would benefit from being well rehearsed prior to the shoot to save time during filming.

3. Create the storyboard
A storyboard is a visual representation using illustrations to map out the flow of your video. It will include who or what will be on camera, what the key messages are for each shot, how and where the shot will be filmed, and the sequence of events.

Visualising your ideas before you shoot allows you to get an idea of what will and won’t work, so that by the time you come to filming you will be crystal clear about what you are trying to communicate and what shots you need in order to make it happen.

4. Choose the music, sound & voice over
If your video is going to include music, make sure you choose it in advance of the shoot so you can match any musical elements to the action. The music will also help you determine the mood and tone of the video.

Record the voice over using appropriate sound equipment. Most DSLR cameras will not be sufficient sound for a voice over, so you’ll need to make sure you have good sound equipment.

Consider recording background noise as wild tracks on location that will help to set the scene in post production later.

5. Create style/model illustration artwork
Decide on an appropriate style for your video depending on the message, audience and context. For example, will it be cartoon style or photo realistic? If you are including 3D elements, the artwork and 3D models need to be created and brought to life.

6. The shoot
Choose a location that best lends itself to the environment and ambience you are trying to create, and ensure you have all the lighting and sound provisions. The key thing to remember during the shoot is to ensure you film extra shots so that you have plenty of variety to work with when you come to edit. Also, holding each shot for an extra 10 seconds at the end can help with edit transitions.

7. Produce, edit and render
Once you are satisfied that you have all the shots you need, it’s time to bring all the elements together in post production. Animations, video footage, sound effects can be edited together and rendered delivering your final video.

8. Conversion & delivery
Finally, what responses are you trying to achieve from the video? To make a sale, educate your prospects, entertain or generate leads. This will determine the right call-to-action to use and what metrics you will use to measure its success.

Posting your video to sites such as YouTube and Vimeo is a great way to get exposure. Also, with apps like Instagram, Snapchat and Vine, videos are being created, viewed and shared on mobile devices, so it’s important to include these platforms into your promotion strategy.

 

Advances in technology has made creating, filming and editing videos far more accessible, so by following these eight steps, you will be well on your way to creating an awesome video to promote your brand. Don’t forget to download our free eBook: How to direct the perfect video shoot, to ensure you are well organised for the shoot itself.

Free eBook: How to Plan the Perfect Video Shoot

A step-by-step guide to help you plan, direct and manage the perfect video shoot.

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