top of page

15 Minutes Handle all your Questions: The Universal Guideline of Video Marketing 2023

Updated: Nov 27, 2023



Discover the power of video marketing in boosting conversions and sales. Learn why businesses of all sizes can thrive with a well-thought-out video strategy.


Video, a recording of moving visual images made digitally or on videotape. What Makes video so important that it has become on every platform and channel. So how well do you understand about video marketing, and what aspects do you want to explore?


The importance of Video Marketing


As the development of technology helps create quality video more easily than before, it’s become more popular with marketers. Yet, the trend of using video as a marketing tool today isn't solely due to technological advancements.


Creating videos is now accessible for businesses of all sizes, regardless of their team size or budget. The evidence is clear: for your business to thrive, having a well-thought-out video marketing strategy is essential.


According to the research from Statista, over 90% of interviewees are watching any types of videos which is strong evidence to show that video marketing is an effective way to boost conversions and sales.


Video is within reach for businesses of virtually any size — team and budget alike. The data is clear. To succeed, your business needs a solid video marketing strategy.



The establishment of Video Marketing Strategy


Before you dive into setting up, recording, or editing, kick things off with a video marketing strategy. Why? Every choice you make during the video creation journey should align with the purpose of your video and the specific action you want your audience to take after watching it. Without a defined purpose agreed upon by your team, you'll end up caught in a cycle of reshooting, reframing, and editing. That's a significant time drain. So, make sure to start the process with a well-defined strategy. Here’s 6 steps of establishing video marketing strategy below:


  • Market Research - Define Target Market and Audience

The general use of video and user-generated content emphasizes the importance of tailoring each video to a specific audience. If you haven't developed robust buyer personas yet, it's time to start crafting them. For those who already have established buyer personas, ensure they're up-to-date by incorporating the latest insights from video research.


  • Connect with stakeholders to establish the plan for the video

When it comes to create a video together, there are usually many parties involved. How do you make sure everyone is on the same page? One effective approach is to design a questionnaire using Google Forms or your preferred lead form and share it with all the project stakeholders. This ensures that everyone is responding to the same set of questions, and you can consolidate their answers in one place.


At this point, it's crucial to establish clear goals together. Are you creating the video to enhance brand awareness, boost event ticket sales, or introduce a new product? What specific actions do you want your audience to take after watching the video?


  • Set up action plan for the video

Consider video as a Shorter, faster, and more budget-friendly rendition of your beloved movies. Although creating a video requires fewer resources than a full-length film, it can still be a time-consuming and costly endeavor. However, with careful planning and effective project management, you can save both time and money. Develop a well-defined timeline for each stage of the process and anticipate occasional delays. Even for a modest video production, you depend on the expertise of various individuals. Therefore, it's essential to ensure that, despite unforeseen challenges and adjustments, you can still meet your video delivery deadline.



  • Select the suitable platform to launch the video

Before you dive into creating your video, take a moment to decide where you'll share it. Just like search engine optimization (SEO) is crucial for websites, YouTube SEO is gaining similar importance. Consider what the audience on that platform is searching for. Additionally, take into account factors like:

  • Average view time

  • Size and sound limitations

  • Community on the platform

  • Budget

  • Promotional aspects


While videos are commonly used for advertising, it's essential to note that a video doesn't automatically promote itself. Some platforms have built-in tools for promotion, while others require you to invest time and effort to get more views on your video content. To guide your decision, check out this list of video platforms that can help you determine the best fit for your video campaign.


  • Develop the purpose and the types of video for your plan

The key to effective videos is delivering a clear message. If you're unsure how to begin, draw inspiration from these marketing video examples to shape your video strategy.


Take into account your budget, skills, and available resources, and anticipate potential creative challenges. Do you require a designer for lower third graphics? Are you leaning towards an animated video or a live-action one? Think through these aspects to plan your video creation process effectively.



  • Consider the benchmark to evaluate and measure the effectiveness of the video

Before you start making your video, it's crucial to outline your goals and identify the metrics that will indicate whether you've achieved those goals. While the platform you choose might offer default metrics, relying solely on them can make it challenging to assess the long-term performance of your video strategy. It can also hinder the measurement of the effectiveness of strategies that involve multiple channels.

Instead, opt for a few key performance indicators (KPIs) that align with your video goals. If you're unsure about where to begin in tracking your video marketing, the list of metrics which should be established in step3 provides a solid starting point.


6 Major Types of Marketing Videos

  • Corporate Videos

Highlight your brand’s identity, values, and achievements through professional corporate videos. Enhance brand image and connect with your audience.

  • Product Demo Videos

Highlight the features, functionality, and benefits of your products through engaging product demo videos. These videos are excellent for boosting conversions, educating customers, and demonstrating the value of your offerings.

  • Interview Videos

Conduct informative and insightful interviews with industry experts, thought leaders, or satisfied clients. Interview videos are effective for building credibility, sharing testimonials, and providing valuable insights to your audience.

  • Social Media Videos

Create short, attention-grabbing videos optimized for social media platforms. Whether it's for promotional campaigns, brand awareness, or engaging your followers, social media videos are designed to capture the audience's attention and drive engagement.

  • Testimonial Videos

Let your satisfied customers do the talking by capturing their testimonials on video. Testimonial videos provide social proof, build trust, and showcase the positive experiences of your customers, making them highly influential in driving conversions.

  • Explainer Videos

These concise and engaging videos are designed to simplify complex concepts and explain your products or services in a clear and compelling manner. Explainer videos are perfect for captivating your audience and driving conversions.


The process of producing video for your business


1. Script your video


While there are instances where spontaneous videos have their place, most video marketing benefits from having a script. Skipping this crucial step can lead to excessive editing, a video that's longer than necessary, and a potential loss of audience engagement. To start your script, approach it similar to how you would begin a blog post—create an outline. Outline your key points and arrange them logically.


Consider using Google Docs for drafting to encourage collaboration and real-time commenting. Utilize the "Insert > Table" function to set up a two-column script. Write your audio script in the left column and incorporate corresponding visual ideas in the right column. Two-column scripts, a common practice in television, aid in organizing how the audio and visual elements of your script complement each other.


2. Prepare your skills


Before diving into production, it's essential to ensure that your team possesses the necessary skills for video creation. Whether it's shooting, editing, or handling equipment, having a team with the right expertise can significantly impact the quality of your final product. Invest time in training or hiring individuals with video production skills to enhance the overall professionalism of your videos.


3. List out the equipment and the shot list


A well-prepared video shoot requires a comprehensive list of equipment and a meticulously planned shot list. Identify the tools necessary for your video, such as cameras, lighting, microphones, and any additional accessories. Create a shot list that outlines each scene, ensuring a smooth and organized shooting process. This step minimizes the chances of overlooking critical elements during the shoot and contributes to a more efficient production.


4. Video Shooting


With a scripted narrative, prepared skills, and a detailed shot list, it's time to move on to the video shooting phase. Execute your plan meticulously, ensuring each shot aligns with your script and contributes to the overall message. Pay attention to details such as lighting, framing, and audio quality to maintain a professional and polished appearance. A well-executed video shoot sets the foundation for a successful end product.


5. Video Editing


Once the raw footage is captured, the next step is video editing. This phase allows you to refine and enhance your video, ensuring it aligns with your brand and captures the audience's attention. Trim unnecessary content, add graphics or animations, and incorporate music or voiceovers to enhance the viewing experience. Video editing is where the magic happens, transforming raw footage into a polished and impactful final product.


6. Upload your video


After the editing process is complete, it's time to share your video with the world. Choose the platforms that align with your marketing goals and target audience. Whether it's YouTube, social media channels, or your business website, make strategic decisions on where to upload your video for maximum visibility. Pay attention to video optimization, including titles, descriptions, and tags, to enhance discoverability.

In conclusion, the process of producing a video for your business involves careful planning, skill preparation, and meticulous execution. From scripting to shooting, editing, and finally uploading, each step contributes to the overall success of your video marketing strategy. By following this comprehensive guide, you can create engaging and effective business videos that leave a lasting impact on your audience.




Getting started with video marketing might feel a bit lost at first, but with some practice and patience, you can easily create quality video content that reflects your brand's identity. Just grab a camera, start recording, and observe how your audience engagement goes up. It's high time to integrate video as a crucial element of your marketing plan. Take things step by step, stay curious, and keep learning. You never know how a fresh idea or strategy can drive you toward your goals.


If you feel like it is hard to manage, please don't hesitate to contact us for free consultation!













Comments


Logo of Leisure Time

WhatsApp: +852 6413 2687

  • 未命名-2-02
  • 未命名-2-01
  • 未命名-2-03
  • vimeo

Contact us for a free quotation and digital marketing consultation.

Leisure Time is a professional and marketing-oriented company dedicated to helping businesses achieve their goals. With expertise in animation production, video production, and digital marketing, we bring visions to life, captivate audiences, and deliver exceptional results. Contact us today to discover how we can elevate your brand and drive success.

Thanks for submitting!

© 2023 by Leisure Time. All Rights Reserved.

bottom of page