7 Steps to Use Videography for Marketing

Published on 31 July 2023 8 min read

Define your video marketing goal
Research your target audience
Plan your content
Select the right equipment
Shoot and edit your video
Promote your video
Measure and analyze results

Ever wondered how to use videography for a marketing campaign? You're not alone. Many businesses today recognize the power of video in reaching and engaging their audience. But understanding how to effectively leverage videography for marketing can be a bit tricky. This blog post breaks down the process into seven achievable steps, guiding you from defining your video marketing goal to measuring and analyzing the results. Let's dive in!

Define your video marketing goal

Before you hit the record button, it's important to know what you're aiming for. What do you want to achieve with your video marketing campaign? Here are some common goals businesses aim for with their video content:

Increase brand awareness: If you're new in the market, or want more people to know about your business, video can be a powerful tool to put your brand on the map.
Boost engagement: Video content is a great way to engage your audience—whether it's by teaching them something new, entertaining them, or stirring up an emotional response.
Drive sales: Videos can showcase your products in action, provide product reviews, or offer tutorials—all of which can encourage viewers to make a purchase.

Defining your video marketing goal isn't just about deciding what you want to achieve. It's also about figuring out how you'll measure success. For instance, if your goal is to increase brand awareness, you might track metrics like video views, shares, and comments. If your goal is to drive sales, you might track click-through rates and conversions. By setting a clear goal—and knowing how you'll measure it—you can create more focused, effective video content.

Remember, defining your video marketing goal is just the first step in learning how to use videography for a marketing campaign. But it's a vital one, setting the direction for everything that follows. So take your time, think it through, and set a goal that aligns with your broader business objectives.

Research your target audience

Knowing how to use videography for a marketing campaign involves more than just making a video—it means making a video that your target audience wants to watch. And that requires a deep understanding of who your audience is, what they like, and what they want from your business. Here's how to get to know your audience better:

Demographics: Start by gathering basic demographic information about your target audience. This could include their age, gender, location, occupation, and income level. Such information can inform the style and tone of your video content, helping you connect with viewers on a more personal level.
Interests: What does your target audience enjoy? What are their hobbies, passions, and pastimes? Understanding these can help you create video content that resonates with your audience and holds their attention.
Challenges: What problems does your target audience face that your product or service can solve? Addressing these challenges in your video content can demonstrate the value of what you're offering and encourage viewers to make a purchase.

Researching your target audience might seem like a big task, but it's worth the effort. By understanding who your audience is and what they want, you can create more effective video content and ultimately, a more successful video marketing campaign.

So, armed with a clear goal and a deep understanding of your audience, you're ready for the next step in your videography marketing journey: planning your content. And remember, every step you take brings you closer to mastering how to use videography for a marketing campaign. So keep going—you're doing great!

Plan your Content

Now that you've defined your goal and know your audience inside out, it's time to plan your content. A well-thought-out plan can turn your videography for a marketing campaign from a mere idea into a powerful tool for connecting with your audience. Here's a step-by-step guide:

Storyboard: A storyboard is a visual representation of how your video will unfold, scene by scene. It doesn't have to be fancy—you can even draw it out on a piece of paper. The goal is to help you visualize your video and make sure it flows logically from beginning to end.
Script: Don't rely on improvisation. Write a script for your video that includes both the dialogue and the visual elements. This will help you ensure that your message is clear and that your video is engaging and easy to follow.
Visual Elements: Think about what visual elements you can include in your video. This could be anything from graphics and animations to props and costumes. These elements can add interest to your video and help you communicate your message more effectively.

Remember, planning your content isn't only about figuring out what you're going to say—it's also about how you're going to say it. The right visuals, dialogue, and structure can make your video more engaging, memorable, and effective. So take your time with this step—your videography marketing campaign depends on it.

Now that you've planned your content, you're ready for the next step: selecting the right equipment. Don't worry, this doesn't mean you need to break the bank on fancy gear. With a little know-how, you can create high-quality video content on a budget. Stay tuned to find out how!

Select the Right Equipment

After you've mapped out your content, the next step in using videography for a marketing campaign is to pick the right equipment. The good news is, you don't need to drain your bank account to get high-quality video. Here's what to consider:

Camera: Choose a camera that can capture high-quality footage. You don't need a Hollywood-grade camera—a decent DSLR or even a high-end smartphone can do the job. The crucial thing is to know how to use your camera effectively.
Lighting: Proper lighting can make a world of difference in your video quality. Natural light is great, but if you're shooting indoors, consider investing in a basic lighting kit.
Sound: Clear, crisp audio is just as important as good video quality. Consider using a separate microphone instead of the one built into your camera. Remember, people will tolerate subpar video quality, but they'll click away if they can't hear you clearly.
Tripod: A shaky camera can be distracting. A tripod can help you capture steady footage and can also make it easier to frame your shots.

Remember, the right equipment can help you bring your vision to life. But don't let gear obsession take over—the story you're telling and how you're connecting with your audience is always the most important part of any video marketing campaign. Now you're ready to start shooting your video!

Shoot and Edit Your Video

Now that you have your equipment ready, it's time to roll the cameras. Here's how to use videography for a marketing campaign during the shooting phase:

Follow Your Plan: Stick to the content plan you've made. It's your roadmap to a successful video.
Be Patient: Shooting a video often takes longer than you might think. Don't rush—take the time to get each shot right.
Shoot Multiple Takes: Even professional actors rarely nail it in one take. Don't be afraid to do multiple takes until you get the one that feels right.

Once you're satisfied with your footage, it's time to move on to the editing stage. Here's how to approach it:

Choose Your Editing Software: There are several good options out there, including both free and paid ones. Adobe Premiere Pro and Final Cut Pro are industry standards, but iMovie and Windows Movie Maker are decent free alternatives.
Start with a Rough Cut: Go through your footage and pick out the best takes. Don't worry about perfect timing at this stage—just focus on getting the main structure of your video in place.
Refine Your Video: Now you can start fine-tuning. Adjust the timing, add transitions, and start thinking about sound. Adding background music or sound effects can greatly enhance your video.
Review and Revise: Don't be afraid to make changes. Watch your video several times, ideally on different days, to make sure you're happy with it. Getting feedback from others can also be invaluable.

Remember, editing is where the magic happens. This is where you turn your raw footage into a compelling video that will engage your audience and achieve your marketing goals. It might take some time to get the hang of it, but with practice, you'll get there.

Promote Your Video

Creating a remarkable video is only half the battle. Now, you must ensure it reaches your target audience. Here's how to use videography for a marketing campaign in the promotion phase:

Optimize for Search Engines: SEO isn't just for text. Include relevant keywords in your video title, description, and tags to help it show up in search results.
Share on Social Media: Your social media channels are a great place to share your video. Tailor your posts for each platform—what works on Instagram might not work on LinkedIn.
Use in Email Marketing: Videos can greatly enhance your email newsletters or promotional campaigns. Just make sure the video content matches the rest of your email content.

But don't stop there. There are many other ways to promote your video, from displaying it on your website's home page to using it as part of a larger content marketing campaign. The key is to make sure your video is seen by the right people—those who are most likely to be interested in your product or service.

Remember, promotion is more than just getting views. You want your video to spark engagement, drive traffic to your website, and ultimately, convert viewers into customers. So, think strategically and consider where your video fits into your broader marketing strategy.

Measure and Analyze Results

Once your video is out in the world, it's time to sit back and watch... your metrics, that is! Understanding how to use videography for a marketing campaign involves more than just creating and promoting—it's also about learning from your results. Here's how you can do that:

Track Your Views: This is the most basic metric, but it's important. A high number of views means many people are interested in your content.
Monitor Engagement: Beyond views, you need to know if people are actually interacting with your video. This includes likes, comments, shares, and—on some platforms—how long people are watching for.
Check Traffic and Conversions: Is your video driving people to your website or product? Are those people becoming customers? Use analytics tools to track these key metrics.

Taking the time to measure and analyze these results is vital. It can help you understand what's working, what's not, and where you can improve. For example, if you notice that people are only watching the first 30 seconds of your two-minute video, you might need to work on making your content more engaging from the get-go.

Remember, every marketing campaign is a chance to learn and grow. So, don't be discouraged if your first few videos don't hit the mark. Use the data you gather to refine your strategy and continue creating great content that your audience will love.

If you're looking to take your videography skills to the next level for marketing purposes, don't miss the workshop 'Level Up Your Videos on Social Media' by Carolyn Edge. This workshop will provide you with practical tips and techniques to create eye-catching, engaging videos that will help you stand out on social media and effectively market your brand.