Video Marketing Tools and Strategy

Before incorporating video marketing into your branding program, you need to prepare a little and be technologically armed. In addition to certain knowledge, you also need to decide on a few points of how you will shoot. We are talking about video marketing tools, i.e. about everything that helps and simplifies the content creation process.

Let's dwell on this in more detail:

1. A backdrop or a whole room for filming. Of course, a lot depends on the chosen genre of video content and the available budget. However, the right background can not only set the correct perception of information during viewing by the audience, but also simply technically save time on processing the filmed source material.
2. Camcorder. The creative idea of the future brand series in this case determines the necessary costs for this key video marketing tool. For simple videos, a smartphone camera or a camera built into a laptop may well do. But for reportage shooting or in a studio environment, something special may be required and even, perhaps, more than one video camera to ensure shooting from different angles.
3. Sound equipment. If the shooting process takes place in a small and quiet room, then the microphones built into the smartphone or camera will be enough for these conditions. But if the scene requires working outdoors or in noisy environments, such as at an event, then additional equipment will be required to ensure good sound quality. Otherwise, the voice of the presenter and his interlocutor will sound fuzzy or muffled against the background of noise, which will not cause enthusiasm when watching and the desire to inspect from future viewers.
4. Lighting. The available light outdoors or indoors does not always provide an attractive picture on the video. In this case, to obtain colorful frames for the future video, stationary or portable lighting devices will be required, depending on where and under what conditions it is planned to shoot.
5. Video editing applications. In order to end up with an impressive video from a set of initial frames, the shot duplicates must be combined into one story, accompanied by additional illustrations, titles, and a musical background should be applied. For these purposes, special applications or online editing platforms are used. Of course, this software is useless on its own unless you have a laptop with a good graphics card or an appropriate tablet handy.
6. Video channel. When the work on the video is over, it needs to be placed somewhere. The largest and most popular media hosting platform is YouTube. The decision to start a YouTube channel seems obvious, but for the goals of brand promotion, this platform may not be the most suitable. 

Although recently special equipment has become noticeably more accessible and technologically much has become simpler, the creation of video content is a rather costly process. It's not so much that it requires a certain budget, but also significant time for preparation, the shooting process itself and subsequent editing. All this suggests that in using video marketing, it is important not to get carried away exclusively by the creative side of creating videos. 

Of course, creating a video is extremely interesting and creative hor to do as example on https://www.bondarsvideo.com/, but you should remember the goals that this type of promotion faces. In order not to go astray and firmly adhere to the required vector of impact on the audience, there must be a video marketing strategy. It includes the goal, how to achieve it, the necessary tools, budget, content distribution channels and key performance indicators. 

Knowing the characteristics of the target audience and a clear understanding of the route map of the company's customers will help to find the necessary answers to the questions of the strategy. Knowing the path consumers take to purchase makes it easier to determine the role the video will play in the sales funnel. The latter, in its simplest form, includes four main audience states: 

• awareness, 
• comparison of alternatives, 
• decision,
• retention. 

Having a clear understanding of the goals of video marketing and the transformation of customer fortunes to be solved will help you focus on the content and measurement of the results obtained after watching the videos. 

Equally important in the implementation of the strategy is the definition of channels for video distribution. They affect the overall creative concept of videos, such as image size, duration, etc. There are three main approaches to using video. The first is applying it as part of an overall content strategy, the second is in social media marketing (SMM), and the third is recommendations and reviews for online sales channels. Each of them has its own solution for hosting and distributing the created video content.