Using What You’ve Got: Video Marketing on a Budget
By: Kristen Craft
Posted: October 28, 2013 | Modern Marketing
Though we all recognize the amazing power of video, marketers sometimes shy away from it, thinking they’ll need a lot of expensive gear. In reality, you can probably use some tools you already have. And if you do need to buy equipment, there’s no need to break the bank.
Adding video to your marketing mix doesn’t have to mean a whole new creative strategy, either. Ideally, you’ll integrate video into the programs you’re already running, like your email marketing campaigns. To learn more about how to use video in your marketing campaigns, join our webinar on Wednesday, October 30th with Marketo, Ceros, and Wistia: Video Marketing is the New Black: How to Drive Sales and Marketing Success.
Simple Video Tips to Get You Started
New to video, or need some fresh ideas? Here are some video marketing tips that make use of what you’ve got:
Use screencasts: A screencast is a digital recording captured straight from your computer screen. Putting your face on camera is a great way to build rapport with your audience, but if you’re not ready for this step, screencasts are a good alternative. They work especially well for product demonstrations or answering FAQs. Scaling support with the help of videos can make your support team far more efficient.
Make any space a studio space: If you are comfortable putting your face on camera, you’ll need a studio, but nearly any quiet room will do. Shoot your videos against a solid colored background. Turn off any machines that make whirring noises (like HVAC systems), so that the background noise doesn’t distract from your video’s message. Turn off harsh overhead lights, which can create shadows on your face. Check out our video for some additional suggestions.
Try DIY lighting: If you only have overheard lights, don’t despair! You can make your own lighting kit for under $100 with some basic purchases from Home Depot. You can even get away with positioning lamps all around you (but out of sight from the camera), so that your face is evenly lit.
Tripod > Camera: There are plenty of relatively inexpensive, lightweight, DSLR (digital single-lens reflex) cameras on the market that will have all the functionality you’ll need. If you don’t want to spend even a few hundred dollars, you can always use an iPhone. You will want to spend some money on a tripod or mount; a shaky shot can be very distracting to your audience.
Don’t Skimp on the Mic: Sound is arguably even more important than image quality, when it comes to getting your message across. Luckily, microphones aren’t too expensive. You can get a lavaliere mic (also known as a “lapel mic”) for less $100. Make sure you get the mic as close to your speaker as possible without it appearing on camera.
Integration with Other Marketing Efforts
You’ll want to integrate any videos you make into the rest of your sales and marketing efforts. Already using marketing automation to send your emails? In your next send, use a video thumbnail as your call to action! You’ll get much higher click-through rates on emails that contain video.
You can also use video as a way to scale your sales team: instead of giving someone a two-minute pitch over the phone, let them see your company’s pitch in video format. If you’re using marketing automation and video hosting together, you can flag key prospects who watch the video, and then immediately follow up.
The goal is to do video regularly and integrate it with the rest of your strategy. It’ll be much easier to make video a part of your routine if it doesn’t break the budget every time!
To learn more about creating an unbeatable video marketing strategy for your business, join us on Wednesday, October 30th for a joint webinar with Marketo, Ceros, and Wistia: Video Marketing is the New Black: How to Drive Sales and Marketing Success.