How to use video for your webmarketing

Video marketing is still too little used by companies. But did you know that it is an essential tool to promote your brand and give it a dynamic image? I give you its advantages, its steps and some tips to promote it effectively.

1 – The usefulness of marketing videos

Your communication is already effective, so why include marketing videos? Some studies show that 1 minute of video is equivalent to more than a million words and that Internet users spend 2 minutes more on a page that contains a video than on a page that does not. No matter the number: what is certain is that a video creates commitment and conveys much more information than written content.

And yes, the majority of Internet users are drowned in a ton of ads every day. They have a multitude of choices but ultimately very little time to devote to each brand. It is therefore increasingly difficult to enter into a relationship with them. The key is to stand out: deliver your message as directly and simply as possible. That’s where the video comes in. Because a video medium makes your content less constraining to consume: it requires less effort in understanding and concentration. Your interlocutor does not feel overwhelmed by information. A real plus for your company.

In addition to being quick and convenient, creating a marketing video will help to boost your brand image. This way you can show that you are evolving as your community evolves. This will allow you to generate a strong emotional impact and a sense of closeness between you and your fans. This will enhance your brand image in terms of authenticity and commitment. And when you say commitment, you mean an increase in notoriety and therefore in your sales!

In short, your marketing videos will be a valuable tool for your prospecting, engaging your communities and building customer loyalty. However, it is not enough to post a video to make it successful. That’s why I’m now giving you a few steps to follow to create a marketing video.

2 – The steps of creating a marketing video

What you need to know before you start is that the longer your video is, the more likely you are to lose audience in the first few minutes. So you need to get the user right from the start. And this requires the creation of a structured video. Here are the main steps:

  • Work on your script: A script is a text that details each plan chronologically, with dialogues, messages etc. To do this, you need to determine the goal you want to achieve through your video, and the messages you need to convey to achieve it. Whether it is to build customer loyalty or promote a new product, the important thing is to keep this guideline in mind and determine an appropriate tone (coinciding with your latest communications and allowing us to quickly identify your brand). Good practice? As soon as the video begins, tell us right away what it is doing to avoid losing the viewer on the way, and address them as personally as possible. This will add authenticity to your message.
  • Make good use of storyboarding: Writing the script and imagining a scenario is not an easy task. How long should it last, how can I make my speech more fluid…? There is a tool to help you see things more clearly: the storyboard. This is a plan-byplan representation of your video, in the form of a drawing / diagram. Even before you start shooting, you will be able to see any adjustments that may need to be made, and avoid a possible loss of time in the future. Here’s what it might look like:
  • Pay attention to sound effects. We tend to underestimate this part. However, sounds and music are essential! They will intensify the emotions you want to convey. Here, you have carte blanche: whether you want to reach a wide panel using music “in the wind”, or favour differentiation, your choice depends above all on your strategy. Ditto, for the voices. Depending on your video, you will need an intense and deep voice, or on the contrary a light and clear voice. Don’t imagine that everyone can improvise in a voice-over. It’s a real job.

Finally, note that we can distinguish 2 types of videos:

  • Videos with actors: they allow you to easily establish personal contact with your audience, to play lyricism to the full and to create an emotional connection.
  • Cartoon videos: they are much easier to produce and appeal to Internet users because of their “childish” nature. They also make it easy to use metaphors and symbols to talk about more conceptual things. They are used a lot in B2B services, where the services are quite abstract.

And once your video is created, it still has to be put in front of as many pairs of eyes as possible.

3 – Promoting your video marketing

You are probably wondering how to promote your marketing video. Well, several channels are possible. Social networks are a widely used channel for this (especially on Youtube). So don’t deprive yourself of it. Your website can also allow you to relay your videos. There are also many other channels, but be careful to target the most appropriate ones, depending on the subject of your video, the targeted audience and your marketing objectives. This will make your communication even more effective!

As far as social networks are concerned, they can be really decisive for the promotion of your video. In question? The speed of message transmission. A considerable advantage, because if one of your videos creates buzz, your notoriety can quickly increase. On Youtube, for example, you can create one or more “channels” that group all your videos according to your targets to increase targeting and visibility. Finally, think about contacting influencers and/or bloggers: they will be able to promote your content to their fans. Overall, the goal is to consolidate your online presence so that we can’t miss your video.

Some platforms also allow you to integrate Call-to-Action in your video (possibility to buy directly by clicking on a button, to view your other videos by following a link…). The goal? Acquire even more commitment (buttons to visit the website, fill out a form, download content, etc.), or generate purchases directly from the video. The possibilities are many!

Ah!! One last tip for the road: think about working on your Google referencing. Determine the most frequently typed keywords in Google, then work on the title and description of each video. The goal is obviously to attract as much traffic as possible to your video. As for your Youtube referencing, don’t skimp on the use of “tags”!

So, did we convince you? Now you have all the cards in hand to effectively create and promote your marketing video. So it’s up to you, and good luck!

Royalty-free music for your marketing video?

I often talk to you on this blog about the importance of sharing various content on your social networks, your sites, your blogs. Video is one of the possibilities we have when it comes to doing a little different.

You have decided to use a creative tool to edit your own video (I recommend Movie Maker free tool) pay attention to the soundtrack you will put on it. Indeed if you use your favorite song our Facebook and Youtube friends will not be happy. Facebook will recognize the music for which you do not have the copyright and will simply refuse to display your video. Youtube is a little more fun… It accepts to display your video but all your friends who will want to see it on their phone or tablet will be denied access.

So I invited for you today a specialist in royalty-free music who offers us a guest article to help you sort through this information and learn how to use music well in your videos without being penalized. I give the floor to Pierre Sauvant from musicmediatracks

You produce a marketing video. You need music!

You want to talk about your products and services. You will upload a professional and effective video.

Video marketing is the ideal tool to gain consumer confidence, communicate on social networks or your website. There is no shortage of articles and opinions on this subject. They even say that a minute of video is 100,000 words.

Whether you use animated video or motion design or video itself, you will need music to energize your message and music is a boon to image and message. Yes, but why royalty-free music?

What you need to know.

“Great idea: I’m going to put on the Pharrell Williams music I heard in F’s last commercial.” Well, it’s true q

Yes, but…

To synchronize music to your video You must first obtain a transfer of rights to your project. The exercise is a little complex and expensive if you use commercial music known to the general public. Nor will the author always agree to associate his music with your project. On the other hand, these musics are not always adapted to your medium. Indeed, if you add a voice-over, the vocal parts of your music may mix with your message.

In this case, it is advisable to use so-called illustration music.

Okay, I get it, but….

Illustrative music is not always free of copyright.

Check that for the music you are going to select, you are obtaining a transfer of copyright on the project. The copyright of a very large number of musics, or almost all of them, is managed by Sacem in France, Sodrac in Quebec, Suissa in Switzerland and Sabam in Belgium. Also check the transfer of production rights and interpreter. Civil production and performing companies (SCPP, SPPF, ADAMI, SPEDIDAM…) also manage a large part of the neighbouring rights of musical works. These collection companies have their equivalents in all the French-speaking countries already mentioned.

ue it’s class even if we finally heard this music almost everywhere. In addition I will reach a very large audience….

What about royalty-free music in all this?

The term “royalty-free music” is a common term. In fact, it should be called “royalty-free music from authors, producers and performers”. That’s a long time to search your favorite search engines. This expression means that the works are managed by the creators who are their authors, producers and performers and that they have not decided to entrust the collecting bodies with the management of their works. It is of course necessary to check whether this is confirmed by the catalogues in question, that these conditions are met and that you are indeed obtaining an assignment of rights for your project.

How to choose royalty-free music?

All you have to do is go to specialized sites and make your choice. Music is generally classified by style and atmosphere. The choice by atmosphere seems to be the most appropriate way to find the music that “fits” the video marketing project.

Of course, each catalogue is free to set the price granted to the transfer of rights and their duration. It is therefore necessary to compare the offers and especially to check what is really proposed in terms of license by consulting the general conditions of sale and use.