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Video Marketing – 5 Essential Pre-Planning Tips to Consider Before Creating Your Video

You know that the video marketing storm is gaining momentum when social media sites such as Facebook, with 400 million subscribers and growing, and MySpace are fiercely promoting their video capabilities to their subscribers. Facebook is currently making live video streaming available through a free application called Vpipe increasing the opportunities for small businesses, solo professionals or freelancers to connect with their customers or clients by creating webcasting shows right from their laptop’s webcam or desktop computer and posting it on Facebook.

But before you run off and grab your cell phone, computer webcam or Flip camera to produce and post your video, there are a few pre-planning steps you should consider in order to make your video more effective.

Target Market – Define who your video is trying to reach, and what objective or purpose it is trying meet. Having a specific purpose and target audience in mind allows you to focus your efforts and keep a control of your video production budget. Have you created the latest widget and want to showcase your product or demo a product? Or are you a speaker or consultant who wants to share your speaking engagements with prospective clients? Or are you a florist who wants to create a video slideshow of your best floral arrangements so that you can feature this video on your website or YouTube channel? Each video requires a different video script.

Content Message & Script – You need to have a clear message following the guidelines that any good copywriter would follow, but unlike a written ad, the script for a video sets the parameters for the visual scenes or message that you are trying to convey and ultimately influences your video’s budget. As a rule of thumb, adding a variety of locations or multiple people will increase your production costs. In addition, when you include specific screen shots of perhaps an interview, it improves the number of scenes you can than edit later which will improve the overall quality of your video clip. In other words, the visual scenes should clearly convey and even enhance the message you are trying to get across to your customer or client. And of course, don’t forget your call to action.

Related Keywords – When you post your video to video sharing sites, headlines and keywords are search engine gold. The tighter and more relevant those keywords are to the content of your video and your target audience, the less likely your video will sit on the proverbial shelf and gather dust.

Promotion – Plan ahead how you are going to promote your video and where. Are you going to post it on your website? Are you going to use social media sites and including Twitter to let your customers and clients know that you are sending out a video? Take time to plan your video’s promotion beforehand so that you can assure its success.

Distribution & Syndication – Once you get started, there will be a variety of video ideas that you will very likely use to promote your small business. There are some videos that you will create in order to promote your small business’ service or product and plans should be made to syndicate these videos to video sharing sites via services such as Tube Mogul or Traffic Geyser. However, you might also want to consider creating a video as a product. For example, you might be a wedding photographer that wants to create a video for your customers of their wedding ceremony and sell it as a product or include it as a thank you gift. You would need to factor in what the duplication and packaging costs for your video would be beforehand in order to control costs.

While the above information is not all inclusive and there are more additional details to cover, it should help point you in the right direction so that you experience success when you produce your next marketing video.

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