How to Make Video Marketing Work for Your Business

Posted on in Blog

These are the basic steps:

  • Use brand personas to identify your target video audience.
  • Choose your topic, and create a script and storyboard.
  • Focus on excellent audio quality and lighting.
  • Have a clear call-to-action.
  • Create multiple videos from one video.
  • Host your video(s) on an optimized YouTube channel.
  • Create closed captions for your videos.
  • Include video schema markup on your website.

Below, our video experts elaborate on each of these steps. If you’re new to this realm of marketing or you want to improve your strategy, reach out to Oneupweb. We have 20 years of experience to share.

Tools and Rules: How to Start Video Marketing

To successfully pull off video marketing, rely on proper planning and the right tools.

How to get started with video marketing:

1. Use Brand Personas to Find Your Target Video Audience

Personas help you focus better on your target audience. Knowing some demographic and background information about your most prevalent audience members is likely to help you understand what type of video to produce. For example, you might create a fun social video to build brand awareness on social networks. Then a testimonial video to cater to those further down the sales funnel.

You may already have some personas created for your brand. If you don’t, check out this guide.

2. Choose a Topic, and Create a Script and Storyboard

How do you choose video marketing topics? Start with these questions to get your wheels spinning:

  • How can a video address your audience’s common pain points?
  • What types of content are your competitors creating, and how can you do it better with video?
  • Which of your top web pages could benefit from the addition of video?
  • Are motion graphics a good option for you?
  • Which of your top keywords make the best video topics? (Hint: Check search results in Google and YouTube.)  

Once you’ve chosen your video topic, script it out and create a storyboard to ensure your video will resonate with your target audience. This lets you fine-tune your video’s messaging and visuals before you start shooting.

3. Focus on Good Audio and Lighting

Businesses can get away with DIY video marketing. In any case, we really recommend focusing on good audio and lighting, as these two factors play a huge role in the overall quality of your video.

For example, you can create awesome videos with a smartphone, but consider purchasing a specific microphone for interviewing people and one for recording natural sound.

There are also smartphone-specific lights you can use. And shooting your video next to a window is one way to use natural light to your advantage.

The back of a videographer's head, her camera, and her lighting setup in a nice kitchen

4. Have a Clear Call-to-Action

In any content you create, including video, give your audience clear next steps. You should have a clear and concise call-to-action in your video. Typically, the CTA is to follow a simple link that you include in the video and the video description. A secondary CTA may be to subscribe to your YouTube channel.

YouTube end screens and cards are an interesting way to give your viewers a place to click after they’ve viewed your video. Check out number 6 for additional YouTube-specific tips.

5. Create Multiple Videos from One Video

Consistency of uploading (on social media, YouTube, etc.) boosts your video marketing strategy. However, resources may be tight when you’re just figuring out how to make video marketing work for your business. To make the most of your time and money, consider creating a longer video (like a 5-minute) first. Then chop it up into a short social media video, a 15-second ad and more – adding on-screen text or other effects to make it unique. This gives your video efforts a longer shelf life.

You can also use one idea to create a series of videos, like our Monday Marketing Minute series.

6. Host Your Videos on an Optimized YouTube Channel

YouTube is a powerful video hosting platform, social media site and major search engine all in one. Check out our YouTube optimization checklist, which has specific steps required to optimize your channel and individual videos. For example, the checklist includes tips for performing YouTube-specific keyword research so you can rank well in search results. A well-optimized YouTube channel will expand the reach of all your videos.

7. Create Closed Captions for Your Video

So many users are consuming video on mobile devices and in public spaces, which means videos are often muted while playing. Not only are closed captions necessary for accessibility; they have become an expected part of a quality user experience. We love a tool called Descript for creating captions. If you automate your closed captions, review the text before you publish and make necessary edits.

8. Include Video Schema Markup on Your Website

When you embed a video on a webpage that’s optimized for keywords, the video isn’t automatically primed to show up in video search results. Schematic markup, or structured data, is key to helping search engines recognize a video’s intent and value. Google has a guide to video schema that will help you get started.

Dazzle Your Audience with Professional Videos

Video presents endless opportunities to attract, inform and engage your audience. We hope these tips help your business determine exactly how to start video marketing effectively.

If you want support from professionals, check out Oneupweb’s video marketing services and see how we can elevate your strategy. Reach out online today, or call (231)-922-9977 to chat with someone on our team.

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