How to Create Marketing Videos - dummies

How to Create Marketing Videos

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

The marketing video making process can seem intimidating at first glance, but order exists in the process. Your first time out, you’ll undoubtedly spend extra time on understanding and executing the process, but the process becomes faster and easier with every video you make. Follow these general steps to generate a compelling marketing video:

  1. Choose your audience.

    Developing appropriate content is much easier when you know who your viewers are.

  2. Pinpoint your message.

    After you know the who, you can figure out the what. Try to keep your message simple and concise. You can always make more videos if you have more messages to convey.

  3. Create a compelling concept.

    You can’t afford to be boring. If a topic doesn’t excite you, it won’t excite your audience either.

  4. Finalize the budget.

    Less is more. Don’t try to be George Lucas your first time out. Focus less on fancy effects, props, and locations and more on the story line.

  5. Draft a detailed script and storyboard.

    The more detail you outline, the more easily you can meet — or exceed — your time and budget constraints.

  6. Brush up on your knowledge of any appropriate legal issues.

    Protect yourself and stay out of trouble by knowing your risks and the law.

  7. Get your cast and crew together.

    Involve in the production everyone you’ll need to make and post your video.

  8. Gather your gear.

    Now is the best time to buy fun “toys,” such as cameras, microphones, and monopods.

  9. Scout out locations.

    Look for the best places to shoot your video.

  10. Shoot the video.

    The day of shooting is a day of fun on the set.

  11. Edit it.

    Manipulate all elements of the video into a unified whole by cutting, combining, and rearranging its various elements.

  12. Refine and polish it.

    Add music, titles, and graphics, for example.

  13. Broadcast it.

    Distribute your video on the web.

  14. Promote it.

    Show your video to everyone you know, and persuade them to pass it around to everyone they know.

  15. Measure the response.

    Find out whether you’re getting the results you want, and learn, learn, learn how to make your videos more effective.

Of course, you can’t always handle all these tasks alone. Video marketing is fundamentally a team experience, though it may often be a team that consists of only two or three people wearing several hats. This list describes the roles that must be filled in your video production:

  • Camera operator: Controls the camera and gets the shots.

  • Director: Engineers the look and feel of the production by managing actors and crew members and, ultimately, deciding how to orchestrate all elements of the video

  • Editor: Constructs scenes (including cutting unnecessary material) to achieve the director’s vision

  • Graphics creator: Uses Photoshop and PowerPoint and other graphics programs to create graphics

  • Lighting designer: Ensures that lighting is bright, even, and appropriate

  • Producer: Orchestrates the overall video production, including managing the budget, processing legal issues, and procuring hard-to-find objects

  • Production crew: Helps gather props, apply make-up, devise costumes, make set changes, and serve coffee

  • Promotion manager: Helps publicize the video to attract viewers to the finished product

  • Soundperson: Holds the microphone and eliminates extraneous noise

  • Talent: Can include experts, actors, or simply company personnel. Often, they perform roles outside their comfort zones (even to the point of looking ridiculous onscreen) for the sake of your company.

  • Writer: Creates the concept and the script