Digital Marketing | Video

5 Steps to Successful Video Marketing

Gary Wright | November 7 2018

All good things start with an idea, and turning to video to express it, is 8 times out of 10 a great idea.


Because nowadays our attention spans are about as short as a toddlers sneeze, and reading through a 15 page 'blog' about Inbound Marketing just isn't as appealing as a series of concise, 3 minute videos utilizing music and animations...

When used right, video is a powerful, multi-sensory language that conveys information far more efficiently than other mediums. {click 2 tweet}



Ok, so you've seen the stats about the incredible engagement advantages video marketing has and you've got an idea for your brand - what now?


If you don't have an idea yet, just think about what truly separates your brand from its competition and you can think about this from a 'corporate video' perspective...

Step 1) Uncover whether the idea would be best suited to being a stand-alone video or if it would work better in a series.

Hint: A series should be your goal here because the more content your brand has to work with, the more inbound traffic from social media your website landing pages will get.

If a series would be ideal, follow steps 2 - 5 for each video.

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Step 2) Decide on an overarching goal for the video/series along with means of performance tracking.

For example: Create awareness, generate traffic towards your landing page, capture prospect information and convert more leads. Attribute numerical values supported by social media's educated estimations as much as possible.

If this already seems a little overbearing after 2 steps - stay calm because there are many Inbound Marketing professionals out here interested in understanding your brand and using their expertise to bring your ideas to life in a way that's accessible to your business.

Step 3) Clarify (Summarize & Structure)

So you've got a whole bunch of content to get through and it's a little jumbled up. It's essential that you make the content concise and group sections that logically fit together before you write a video script.

Remember - more often than not, simplification takes time because it's the result of you understanding something well enough that you could actually teach it to that sneezing toddler I mentioned earlier...

Step 3) Pick a video format, presentation style and presenters to express the script.



Classy animations and tasteful cinematic effects supporting a good script, come in later.

Content value, brand personality and brand consistency is key.

Step 4) Script time.

Writing a script is like writing for Ron Burgundy's teleprompter - ok not quite, but it's important you consider the presenter's personality. Keep it interesting, on-brand and conversational.

Here's an example:

Script EG

Step 5)


Real Step 5) Choose a partner with creative expertise and a professionally equipped studio in which to get the job done. Get the most out of the experience by collaborating closely and having fun with it.


If you know exactly what you want and are seeking a much simpler execution without the need for animation and creative influence, you can follow this DIY guide (40 min read)

In Summary:

With 71% of consumers watching more video online than they were a year ago, brands that are winning are the brands caring about how its market prefer to consume content.

Your brand cares right?

- How are you going to show it?

We'd love to know more...

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