As companies in our space look to differentiate, video marketing should not be ignored. In the article “How To Write A Script For Video In 3 Steps: Video Marketing 101”by TJ McCue it is reported that HubSpot, the inbound marketing and sales platform, conducted research around video content that found 54 percent of respondents (your potential customers) wanted to see video from brands they support.
A late 2017 research report revealed types of content that consumers also wanted to see, in order:
>>Email newsletters (number two on the list)
>>Blog articles were almost last at 18 percent
>>PDF content (ouch, last on the list)
Most of the above often will contain embedded videos or links to videos. Video works as a marketing strategy and tactic. Of course, this is not news to just about anyone in business or in marketing. I have done my fair share of creating videos for projects and written about its value as a marketing strategy. Video marketing is great, it is powerful, and it is at the top of most marketers’ task list, for at least the last few years in a row.
New video marketing and editing platforms have made it simple to create excellent videos in a fraction of the time it used to take with more traditional tools. Video is simply popping up as the method by which almost every marketer and entrepreneur and brand is leveraging or, at least, testing.
A friend of mine used to read statistics or facts like the ones above and then ask: “That’s great, but just how do you do it, exactly?” Well, let’s get to it. For the record, just because there are only three steps listed here does not mean it will be fast or easy to complete them. Also, I share some additional downloads at the end of this post.
Video Script Step 1:
Start with a brief summary of what you want to accomplish. Is the goal to get people to buy your product, or download a special report, or head over and read your blog post? Once you have your goal, go to step two.
Video Script Step 2:
Okay, so this one is the heavy lifting step. You want to script every word that you will say on the video. Do not worry – this does not mean you cannot go off-script later, during the recording phase, but it does mean you put every single word down on paper so that you can read it out loud in step three. By writing every word down, you get an idea of how easy it is to talk too much. But this is not the time for editing, just write. Write as if you are speaking to a friend; one who is going to buy your product or service.
Video Script Step 3:
Read it out loud with a timer as if you are recording. You may want to do this dry run step several times and it is here that you can start editing your script, adding visual directions as you realize actions or points you want to make. I have followed these steps (mostly more but sometimes less) each time I have to create a video. This process can be short and sweet for most marketing videos. If you are creating a long video, it is likely to be far more involved.
Now get started on your video.
About The Author
Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at firstname.lastname@example.org.