{"id":3078,"date":"2014-05-21T00:00:00","date_gmt":"2014-05-21T04:00:00","guid":{"rendered":"http:\/\/sproutvideo.wpengine.com\/?p=143"},"modified":"2022-01-27T14:02:54","modified_gmt":"2022-01-27T19:02:54","slug":"seven-secrets-for-efficient-video-marketing","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/seven-secrets-for-efficient-video-marketing.html","title":{"rendered":"7 Secrets for Efficient Video Marketing"},"content":{"rendered":"

Video marketing works. Not only does video make your website and your company more visible (fun fact: video content can greatly increase your SEO ranking), but it can be so much more compelling than copy or still images.<\/p>\n

The downside is that video marketing takes more investment than most other methods. Camera, lighting, script, editing, graphics\u2026 it can all add up and no one wants to blow their budget on a project that may or may not connect with audiences. Sure, it can be well worth it if you do it right, but how can you mitigate the risks? We thought you\u2019d never ask. Here are seven tips to help you get the most out of your video marketing while managing the costs.<\/p>\n

<\/p>\n

1. One video = one goal<\/h3>\n

What\u2019s the purpose of your video<\/a>? Recruitment, case study, coverage of a live event? Whatever it is, keep your focus narrow. You wouldn\u2019t hire a pilot to do brain surgery or a doctor to fly a plane; don\u2019t send a recruitment video to do a case study\u2019s job.<\/p>\n

2. Now what?<\/h3>\n

You\u2019ve finished production, but now what to do with it? This goes hand in hand with the first item. Consider your audience<\/a>, and consider your goal again. With that goal in mind, where will you post this video? Your site? Social media? How you distribute your content is just as important as what you make. Integrate the project with your greater marketing strategy.<\/p>\n

3. Budgeting<\/h3>\n

It\u2019s hard to make any guesses about your budget until you\u2019ve addressed our first two items. It\u2019s best to talk to a potential production partner or an experienced friend to find out the technology and expenses likely to be necessary with your approach for your video project.<\/p>\n

4. \u201cVideo\u201d can mean a lot of things<\/h3>\n

You\u2019d be surprised at what you can do on a shoestring budget. For example, if you don\u2019t have access to a quality camera, you can still accomplish a lot by editing together inexpensive stock footage<\/a> with still images, voice over, and music, and remember that \u201chomemade\u201d quality can be appropriate too. Maybe not if you\u2019re a Fortune 500 investment firm, but imagine a start-up hoping to enlist talent. Something shot on a personal camera or phone could easily fit the tone of their culture and the job at hand. If you\u2019re not married to the traditional notions of video production, you can accomplish a lot for a little.<\/p>\n

5. Repurpose!<\/h3>\n

No, we\u2019re not abandoning the one video = one goal mantra. The concept-level purpose of the video should remain unsullied, but there are lots of ways to re-use projects and parts of projects. You can repurpose webinars as blog posts. Or take snippets of interviews (maybe content that didn\u2019t make the final cut of the original video) and post them as teasers or frame blog posts or case studies around them. Or go one step further and plan to ask a few extra questions when interviewing someone, and save that content for a separate post as something to build additional video marketing efforts around.<\/p>\n

6. Aggregate<\/h3>\n

Just because you didn\u2019t create the content, doesn\u2019t mean you can\u2019t share it. Post content that is relevant to your industry or your interests. Try a monthly roundup of content you value. This shows your audience what\u2019s important to you, and it gives them insight into your perspective. It costs nothing but can accomplish a lot. The creators of that content usually appreciate it being shared so long as appropriate credit is given.<\/p>\n

7. Harness the power of events<\/h3>\n

Yes, live events provide great fodder for video, but you can also create an event yourself. Sometimes showing up with a camera makes things happen. As part of their video marketing efforts, a team from Austerity Wine showed up at Citibank\u2019s HQ to \u201cshare austerity\u201d with the bank\u2019s CEO. This \u201cguerrilla marketing\u201d didn\u2019t need to look polished; on the contrary, too much polish would\u2019ve seemed disingenuous. It was inexpensive, but clever and memorable. This is the perfect marriage of budgetary concerns and concept.<\/p>\n

If we had to boil these 7 items down to one key takeaway, that\u2019s it. With a concept and an approach that takes all factors\u2014including budget and timelines\u2014into account, your video marketing efforts can be effective and efficient.<\/p>\n

\n

Did our guest blogger, Dane Frederickson, leave out any secrets for optimizing the efficiency of your video marketing? Please share your secret in the comments, or on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

<\/span> 3<\/span> MIN TO READ<\/span><\/span> Video marketing works. Not only does video make your website and your company more visible (fun fact: video content can greatly increase your SEO ranking), but it can be so much more compelling than copy or still images. The downside is that video marketing takes more investment than most other methods. Camera, lighting, script, editing, graphics\u2026 it can all add…<\/p>\n","protected":false},"author":13,"featured_media":3963,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[26,11],"tags":[],"feature":[],"yoast_head":"\n7 Secrets for Efficient Video Marketing | SproutVideo<\/title>\n<meta name=\"description\" content=\"Video marketing works. 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