Text is still an essential part of marketing, but there has been a definite shift towards video. Join us as we discuss a balanced approach to media vs. text, the best of both in the marketing world.
Estimated reading time: 4 minutes
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Table of contents
Video Marketing – Added Value
Video has now been crowned king. Blogging used to hold this coveted title. But as with most things, times have changed. Check out the stats:
- Social video generates 1200% more shares than text and images combined
- A call to action with a video produces 380% more clicks
- Videos are 45 times more likely to rank on the first page of Google than text results
You are probably sick of me saying it but, numbers don’t lie! If you are serious about reaching your audience, then video needs to become part of your content plan. This is not to say that you need to abandon blogging or not worry about writing relevant copy for social media. The two go hand in hand.
Our clients who have added a video to their marketing strategy have seen an increase in engagement and industry recognition. It can seem daunting at first, but with a bit of know-how, you can be on your way to adding video to your marketing plan.
Video Marketing Strategy -How to Get Started
The biggest hurdle to overcome – believe it or not – is yourself. It is easy to get trapped in the loop of overthinking. That being said, avoid underthinking it as well. You want to focus on balance.
Be prepared to make mistakes. That’s okay. It is part of the learning experience. I have not met one person who doesn’t look back at their first video after time has passed and gives a slight shudder. I know I still cringe.
As you continue to make videos, you will learn what works best for you and what resonates with your audience. Use these insights to plan your content and make the needed adjustments as you go.
Video/Audio Equipment Needed
Step away from the selfie stick! While you don’t necessarily need a whole sound booth/production stage, a cell phone probably isn’t going to give you the polished professional feel that you are looking for. These are the top four things that you will need to get started:
- Solid internet connectivity
If you are producing videos as we do via an internet connection, you need to be aware of your internet environment. Having a hard line will help but be sure that your internet service is up for the challenge.
It can be pretty frustrating when you are at the tail end of a recording, and your internet cuts out. That being said, there are some things out of your control, and you have to learn to adapt, like the blizzard that was happening outside my window when we filmed this. Take 1, take 2, argh!
Tip: Be aware of the environment you are recording in. Avoid areas that create an echo.
Again, you do not need to go crazy. You can find a quality microphone without breaking the bank. You want to look for one that can buffer any background noise and focus on your voice. Do your research on the condensing quality as well as compatibility with your existing equipment.
We mainly use webcams for the videos we create. However, we do not recommend using the webcam that comes with your computer. Instead, do your research for an auxiliary camera that can provide better video quality. You will want to look for one that provides at least 1080p and has auto-focusing qualities.
Lighting is crucial for a professional feel. Standard overhead lighting generally doesn’t cut it. Thankfully, you won’t need to break the bank to find a decent box light or diva light. Amazon is usually an excellent place to source these.
Content Planning for Full-length Videos and Social Media
Here is where you can marry your existing text content plan with your new video plan. You can repurpose your blogs or podcast into videos and vice versa. This is a perfect way to ensure that you are hitting every media type that your audience prefers to consume and using all your content to its fullest potential.
When it comes to social media, using video can boost your rankings as well as engagement. With some editing skills, you can repurpose your existing video content into short clips. Pair this with well-written text, and you are genuinely offering a quality experience for your social media following.
As Jonathan so eloquently put it: “Just Do It!” We have had great success both personally as well as professionally utilizing video. We hope the few quick tips here have helped and we look forward to your experiences and feedback.
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