Video. You know you need it, but maybe you aren’t sure where to start.
A google search sends you spiraling through information that may or may not be proven or even helpful to you, and before you know it, you’re on information overload.
Wouldn’t you love to discover what kind of video best serves your brand?
In 7 super-actionable steps, I’ll share how I help companies plan for great video content to get the most return on investment for their brand. On top of that, I have prepared easy-to-use worksheets that guide you to finding the best video style to help you meet your goals (linked below). Let’s get started.
First, identify your competitive advantage
I want you to focus on what your brand is doing really well here.
What have your customers said about your work?
How have you made life better or solved a problem for your customers?
What things do you do really well that sets you apart from your competition? Hint: Chances are, it’s YOU - your experience, skill set, and approach.
WHY do you LOVE what you do?
Write your answers down. Add more thoughts and detail. Add descriptive words. Break free from your default marketing lingo.
Give your audience something real to connect with, and make it yours.
second, assess your current platform
When you have a beautiful, kick-butt video in hand, where will you post it, and how will you share it? It’s important that your website and social media channels are updated and ready for an increase in traffic from potential clients. Imagine releasing your video and your website homepage still has a bunch of default template text, or you have broken links on your social media so when people try to connect with you, they reach a dead end. Ouch!
If you can afford to hire a marketing professional to help shore up your website and social media accounts, I highly recommend it. Otherwise, make sure all your social media brand account descriptions on are filled in, your website is complete and looks good (no broken links!), and that your message is consistent. You can start to build a following by reaching out to friends, family and colleagues if you have not done so already. Go ahead and invite them to follow your social media and subscribe to your website newsletter too if you have one.
The big idea here is to get the word out, especially to those who already know you and care about your business.
Third, develop a call to action
Now it’s time to think about what type of video content you’ll create, and what approach you will take to telling your story. To do this, think about your end goal, and work backwards to see what type of video will help get you there.
Do you want them to call your phone number? Complete a form on your website?
A video that doesn't produce a result is not worth investing in, so it’s important to know why you’re doing what you’re doing.
Here are some ways you can call your viewers to action through video:
Subscribe to your newsletter or youtube channel
Purchase a product
Request a consultation
Register for an event
Forth, find your style
There are many types of video styles to choose from! It’s important to find the right style to match your brand and desired outcome. Here are some examples of how different styles of video content can help your business:
“Our Story” Video
This style is great for any business owner. Telling your story with a short video will help your audience connect your brand to the person behind it (YOU). This style of video features the business owner doing what they love, how they got there, how their product or service helps their customers, and invites the audience to participate in the journey. This is often the first type of video your customer wants to see when they hit your website. Usually 2-3 minutes.
Find a customer who loves your work and get them on camera telling you their story about your product or service. This can be a super effective way to grow your business and create trust for your brand, especially if the person giving the testimonial already has authority on the topic at hand. The audience is encouraged to follow in his/her footsteps. Usually 3-4 minutes.
People love free stuff, and a branded “free” how-to video is a super shareable way to grow your customer engagement. This is great for interior designer to give tips on how to style throw pillows, or for a plumber to share how to prevent backups. Giving away a few tips will keep you in mind when a potential client needs help with a bigger project. The idea can whet the audience’s appetite so they’ll connect with you for more! Usually 1-2 minutes.
This style feels a bit like a polished vlog that gives customers an even better look into what you do and how you do it. This style is good for event coordinators or photographers as additional video content once they have promoted their “Our Story” video content. This can help a potential client overcome fear or hesitation of working with an unfamiliar professional. Usually 3-4 minutes.
This style is especially helpful for software or gadget companies to help show customers what it’s actually like to use their product, how it works, and how it makes life better. The audience is encouraged to “give it a try.” Usually 1-2 minutes.
Product Spotlight Video
Are you launching a new product or line of products? This style of video focuses on beauty shots of your product on display and in action. This is great for mobilizing an audience to “stay tuned” or “click here” to learn more. Usually 1-2 minutes.
Social Media Elements
One of the add-ons I love offering my clients are video clips and screengrabs for social media. If you’re already creating some beautiful footage for an “Our Story” video, it takes very little work to grab some clips to be posted to instagram stories, or add as a video banner on your a facebook page. This keeps brand momentum rolling along, and can provide reminders to your audience to go check out your website or longer video. Usually a series of two or three 15-second clips.
I would not recommend starting with this style because with parody comes the greatest potential for utter failure which can hurt your brand. However, there is also a chance that your video could go viral and exponentially grow your brand. The elements that help videos go viral are relatability, shareability, entertainment value, and surprise/originality. This works best with already established brands, and requires thoughtful planning and a dose of risk! Usually 1-3 minutes.
Are you unsure of which style to choose? I would recommend starting with an “Our Story” video if you don’t already have one.
Story is the natural way to understand and connect with a person or a business.
Fifth, find examples of videos that are similar to what you’d like to create
Spend some time thinking about what exactly stands out to you. Having a couple videos you want to emulate will help your video creator understand the look and feel you are going for.
Warning: If you find yourself down a rabbit trail on competitors’ websites or social media accounts, just stop. The comparison game is a ruthless one that is not worth playing. Focus instead on YOUR story, services, and expertise and share your work in a way that inspires your clients and invites them to join with you.
You CAN have great video content. You ARE uniquely skilled to do what you do.
Sixth, establish a budget
Your budget will determine the scope of work for your project. The greater your budget, the more you’ll be able to incorporate elements like special effects, actors, multiple locations, longer video content, etc. If you’re not sure how much you need to budget, you can contact a local video production company, tell them what you have in mind, and receive a free quote pretty quickly. If you’re on the fence about whether to hire a professional for your video needs or to do it yourself, check out this post I wrote with 5 reasons to hire a professional for your video, and 3 not to.
Finally, choose a video professional who can make your vision come to life
Video is an investment, so finding a company that can tell your story well makes a HUGE difference. Check out this post with tips about how to hire the best video production company for your brand.
There you have it!
Are you ready to take the next step in growing your brand by hiring me to create your video? Let's get started! Just click the link below and share your story with me. I'd love to work with you.