Planning a video production is similar to planning any type of construction. With this in mind, you need a plan and then you need to execute that plan step by step. Most marketing videos have a script, or at least an outline of the points that the video will cover. Whether the script is fully written out, or is bullet point form, it is the first step in constructing your video. As a result, if this process is new to you, the first thing then is to learn how to write a video marketing script.
Make Your Video Be About One Thing
If you have a lot to communicate to your clients and leads in your video, it’s better to break the subjects out into several videos instead of having them all be in one. Don’t make your marketing video too long.
This will help your video in several ways. It will help engage of the viewer. For example, they might have interest in only one of your points.
Particularly, it will help with the search engine optimization of your video. Therefore, the SEO of your video should concentrate on a keyword or keyword phrase. Obviously that helps search engines know what the video is about and will help the video rank higher.
Know Your Audience
Know your audience. It’s key to learning how to write a video marketing script. The video should speak to your audience’s concerns and problems. You should write the script in such a way that the audience thinks you’re talking directly to them in the video. As a result, your audience will tend to stay more engaged with your video.
Write As If You’re Having a Conversation
The best scripts for marketing videos speak directly to the viewer and in a style that is personal. Therefore, it’s like having a one on one conversation with your viewer. Make the viewer feel as if you’re talking only to them.
The site Printwand has practical advice on how to write your script with a conversational style.
The tips include:
Use common words
Write with an active voice
Write like you’re telling a story to a friend
Write for the Stage of the Buyer’s Journey
Each of your leads is at some stage in a classic buyer’s journey.
The stages are:
First in the awareness stage, your lead is just learning about the nature of a problem they have. Second at the consideration stage, they’re learning about the various solutions to their problem. Finally in the decision stage, they’re trying to decide who or what to use to solve their problem.
Being aware of the buyer’s journey will help your video be more relevant to your viewer. For this reason, try to write your video script so that it speaks to one of these three stages of the buyer’s journey.
End with a Call to Action
Finally, end your script with a clear call to action. What is it that you want your viewer to do? What is the next step that you want them to take?
The call to action is not necessarily about converting a viewer into a customer. If a viewer is at the awareness stage, they will be more interested in learning about solutions to their problem than they will be in using your company as the service provider. Therefore, it’s more appropriate to have a call to action that offers them more information about the various solutions to their problem.
If they’re at the consideration stage of the buyer’s journey, a good call to action could offer the viewer more information about the services your company can provide.
It’s only at the decision stage that you ought to have a call to action that would directly convert them from a lead into a customer.
Last Thoughts on How to Write a Video Marketing Script
Before you pull out your video camera or smartphone to film your video, take out a pen and paper. Jot down a bullet point draft of what you want to say in your video. It’s the first step in how to write a video marketing script. If you follow the points in this post, you’ll have an easier time with filming your video and will end up with a more successful marketing video.
In online marketing today, content is king. Most of all, video content is a key component of small business marketing. So how effective is video marketing for small business?
Video content is increasing across all social media channels. In addition, this is true for both organic posts as well as for paid advertising. Businesses spend significant time and money now producing video for their online marketing campaigns. Seems like something must be working right.
Here are some video and video marketing trends that we’ll see going forward.
Finally, how effective is video marketing for small business? It is not only very effective, but most of all it is necessary for small business marketing going forward. The written word will not go away, therefore you should be continuously creating written content. Yet video will continue to play an increasing role in marketing your small business.
Use Video Content Marketing to Reach Your Customers
You know what’s changed. Everything is going digital. The old ways of advertising aren’t working anymore. But how does your small business start taking advantage of this new marketing reality? Video content marketing is one solution.
When you started in business you probably used an advertising technique called outbound marketing.In the pre-digital age, outbound marketing worked very well.
Outbound marketing includes:
In the digital age we’re in now though, outbound marketing is becoming more and more disruptive for consumers. Your customers will listen to you if they give you permission. A powerful way to do that is by offering video content.
The good news is that if you have a smartphone with a video camera, you can start video content marketing to your current customers and leads today by offering video content.
Two Sites to Publish Video Content for Marketing
YouTube is now the second largest search engine on the internet. Think about that. What do you do when you want to find a do it yourself solution to some project you’re working on? Chances are you go to YouTube to find a DIY video.
Now think about how your business could add YouTube videos about your area of expertise.
So where do you start?
Use your smartphone and record a series of videos each teaching about a specific part of your industry
Upload one video per day, or per week, or per month. What matters is to make the uploads consistent
Then share those uploads on your social media channels such as Facebook, Twitter, and Instagram.
Facebook recently changed their algorithm to show fewer videos. We don’t know the full effect of this yet. But it in no way means that you can’t still use Facebook to reach your audience using video content. If you’re advertising on Facebook, video content should still be very effective at grabbing your audience’s attention.
So take out your smartphone video camera and:
Record and share special events and promotions your business is offering
Live stream your events
Use your smartphone video to post as lead generating ads on Facebook
So whether you publish explainer videos to YouTube or business news updates to Facebook, take out your smartphone and start shooting your video content. The age of outbound marketing is over. Upload your videos and start talking to your customers and leads using the new methods of video content marketing!