If you’re reading this article you’re likely well aware of how important video marketing is now in nearly every form of communication. Nothing is as powerful in communicating both meaning, insights and information in such a powerful way (other than in person but sometimes video can even be more effective…)
In this article we will equip you with the starter guide to get you producing some killer video content that will grow your brand and drive sales.
Step 1: Understand your strategy
There is no doubt whatsoever that video is a powerful way to communicate with your audience, but like anything you want to shore up the key outcomes you are looking to achieve by venturing down this path before you get started.
Possible objectives could include:
- Increase brand awareness
- Increase online engagement
- Improve customer education
- Increase revenue and
- Drive customer loyalty
- Increase website traffic and SEO rankings
Check out our guide on building your content strategy here for some tips on which type of content is important in your overall marketing objectives and how to map out a clear content strategy.
Step 2: Get the right equipment
If you’re just getting started there is no need to go and build a TV style recording studio. There are plenty of ways to get started from any kind of budget.
Use what you’ve got!
To be honest, my favourite form of video production is on my iphone. All of these videos below were produced on an iPhone without anything else. Yep, I’m serious. No microphone, no lighting and no fancy producers. The best thing about this form of production is it cuts out all the excuses I often see crop up that stop you from ever getting started. Think of those times that you’ve come up with a grand plan then all of a sudden nothing happens because you didn’t have that one little bit of equipment…
The below videos were filmed in Circular Quay in Sydney with an iPhone…
In this instance, the way to take your video production to the next level is to invest in some audio equipment. At the end of the day, you can get away with it sometimes but very few people are willing to put up with crackly and grainy audio.
See below for recommendations on the type of audio to buy.
If you are looking for a more consistent and higher quality method of production then the first port of call can be borrowing from a buddy! The reason this is a smart move is oftentimes people can go out and spend a small fortune setting up a studio and then realize that it’s not really for them.
If you don’t have any close friends with a camera you can borrow, why not trying a post on Facebook to see if anyone will lend to you?!
There are many great options out there to rent your equipment if you are just getting started, think of it as a try before you buy type approach.
There are great providers of video equipment across Australia:
Of course, buying the equipment is an obvious option and it certainly makes sense to invest for the long term when purchasing your equipment.
The thought of setting up a video studio might sound daunting however it is not as out of reach as you may think. It is important however to be organised and do your research when purchasing as you can very easily buy equipment that both isn’t compatible and just doesn’t fit with your integrated system.
There are many opportunities out there when you are ready to upgrade from filming on your iPhone.
The Mevo is perfect for filming live events and great for live streaming (which is becoming increasingly popular on platforms like Facebook).
The Mevo is a 4k camera that outputs 1080p video. This means that the camera can choose different parts of the 4k video to output at different angles.
The below image shows what the Mevo looks like at time of publishing:
DSLR’s are a level up from a Mevo and are starting to get into the pro level video equipment category.
I recommend the Canon EOS 5D Mark IV. This camera is extremely versatile whether you are filming wildlife, sports, landscapes or in a studio.
The camera has a responsive touchscreen, advanced AF system, Live View AF Performance, high-quality sensor performance, 7fps burst shooting and connectivity options. The downsides are this camera is more expensive compared to rivals and has limited 4k video options.
The Canon 5D cameras have a strong reputation and are loved by both camera enthusiasts and pros.
Get started with a Saromonic SmartRig+ – this little fella works with entry level, mid and pro level equipment and is a must have! This piece of equipment makes life alot easier and connects with your smartphone, tablet, DSLR camera or video camera and also allows you to connect with multiple pieces of equipment at once.
The more pro level piece of audio equipment is the Giant Squid Lavalier Mic to plug into your phone! This is a twin lavalier mic, which is the perfect accompaniment to recording interviews. Simply pin it to your clothing and plug it into the recording device and you are ready to go.
Good lighting is critical. You would be blown away by the effect even basic lighting equipment can have on your production quality.
For entry-level options, simply choose a spot that has good natural lighting and nice-looking backdrop (think a couch with a nice plant or art in the background or a nice spot outside..)
A few tips with this option:
- Sit with the camera against the window facing away so you don’t have the window in the background (this will give terrible dark lighting and backlight)
- Use natural lighting, not direct lighting (cloudy days are the best if you’re outside!)
For entry-level enthusiasts, first, focus on getting a good quality professional looking backdrop. I recommend purchasing a frame and using white paper or fabric.
The one below is available on Ebay and is only $39.97!
The best way to start with your lighting is to purchase some Clamp Lights from Amazon for only $13. The beauty of these lights is you can add different paper across the lens that softens or increases the brightness and harshness of the light depending on the type of video you are creating.
Step 3 – set the scene
- Choose the appropriate setting and background (Yes it would be weird if you were teaching algebra sitting on the beach)
- Keep the background simple if you are communicating a complex topic (there is nothing worse than a busy background that confuses or distracts your audience)
- Get the whiteboard out! This is a great tool to use when you are explaining a topic as the user can follow along as you describe and draw out what you’re explaining.
Step 4: Get filming!
OK, so it sounds glaringly obvious but get filming! You will be surprised how many times we hear people tell us that they are going to become the next Steven Spielberg then low and behold a year has gone by and they haven’t even got one video under their belt.
The most important part of getting your video marketing happening is to get it happening. This is why I am a huge fan of simply getting started using your smart phone and you can build your video arsenal as you go.
Step 5: How to edit your videos
So… filming your videos, arranging the scene and getting your friends and team members to join in as a nice rent-a-crowd is all good fun. Editing your videos, on the other hand, is pretty tedious and can become quite tiring.
Try and reduce the amount of video by being mindful of the cuts you are shooting and avoid too many mistakes or requirements to do multiple takes as this all increases the amount of video you have to wade through to edit and get that 2-minute clip you want.
Entry level software
Windows Movie Maker or Apple iMovie are free so can be an ok place to start for first-timers. Both of these softwares are known for being very tedious and if you are serious about producing lots of content, jump straight past these ones.
Adobe Premier Essentials is a great place to get started. It is a simpler and easier to use interface than Adobe Premiere which is a more premium option.
For those looking to go pro, invest in Final Cut which has a similar feel to iMovie but has a lot of powerful tools and advanced project management.
I’m personally not a big fan of doing any video editing myself as I’d prefer to spend my time and energy on writing and generating the actual content. If you are like me I highly recommend finding a video editor you can rely on.
For those getting started, I can recommend getting professional assistance. It can be a very daunting experience to both film, produce and then have to edit your work. Our team is always available to have a conversation to see if we can assist you with your video editing goals just reach out to us here for a free strategy session.
Step 6: How to Promote your videos
Bravo! You’ve nailed it getting your strategy sorted, equipment together, setting the scene, filming and editing your new blockbuster – now it’s time to promote it.
We have quite literally a smorgasbord of resources to assist you in getting this content out in the ether, but we’ve created a quick hit list below:
- Get social – this is the most obvious place to start, start sharing your videos via Facebook advertising, Instagram advertising and LinkedIn as a bare minimum.
- Download 7 Facebook Advertising Hacks to Dominate your Market
- How to Market your videos on YouTube
- How to Build a Content Marketing Strategy
- How to use Pillars in Content Marketing
To bring all your ideas and strategy together click here to book a complimentary 45-minute strategy session with one of our highly trained digital strategists.