Course Information

Digital marketing. Transform your online presence and drive results.

An effective video strategy is an important component of any successful marketing campaign. This course is for marketing professionals and business leaders looking to understand and implement a video strategy that delivers maximum return on investment.

Aims

This course aims to develop your understanding of marketing videos and how to use them strategically to increase lead generation, brand awareness and conversion rates. You'll learn about the tools required and will create a 52-week video strategy.

Outcomes

By the end of this course, you should be able to:

• discuss the different elements of marketing videos and how they represent the business’s values and standards
• explain why quality in videos is important to attract the right audience
• explain how a video can benefit all areas of a business including recruitment, internal communications, events, follow up with clients, fundraising, tenders, proposals etc.
• differentiate between videos that help increase lead generation, brand awareness and conversion rates
• write scripts for promotional videos and for educational videos
• differentiate between videos that must be done by a professional videographer and videos that can be done in-house
• properly brief a videographer on videos required
• list all of the tools and software required to film and edit educational videos and create an office studio for under $500
• demonstrate how to set up and use equipment used to make videos
• describe how to properly present in front of the camera.

Content

Part 1: Introduction to video content

• How marketing videos work and why it’s the most effective tool to promote your business.
• Why quality is vital to an effective video.
• The buying process and why it’s an emotional process 100% of the time.
• The three components of video and their importance: Message, Look & Feel and Quality.
• Your ideal client’s needs, values and standards and their importance when producing video.
• The psychology of video and how it communicates on auditory, visual and kinaesthetic levels.
• Working with animated videos and videos with real people, and their effectiveness in selling.
• Other applications of video and how they can support your entire organisation – not just marketing and sales.
• Briefing a videographer and what to consider when evaluating the quality and effectiveness of a video.

Part 2: Video strategy for marketing

• Building a strategic framework to use video for marketing and sales.
• Tactics for lead generation, brand awareness and conversion rates.
• Understanding the customer’s journey.
• The different types of video productions and their specific use: profile videos, case studies (client testimonials) and educational videos (how-to videos).
• A step-by-step guide for ensuring your videos are produced effectively and achieve their purpose.
• Preparing scripts and things to consider when creating your videos.

Part 3: Lead generation using video and social media

• What is an effective social media strategy?
• Learn how educational videos can position you as the expert in your industry.
• Design and plan a 12-month video content strategy for social media.
• Identify 52 videos to produce for the next 12 months to increase lead generation.
• Learn how to write your scripts for educational content.
• Receive a guide on effective scriptwriting for educational content.
• Write your first script from start to finish.

Part 4: Tools, techniques and tips for filming

• What’s required to create a marketing video?
• Available equipment, the different options and the costs: cameras, tripods, lights, microphones, teleprompter, editing software, etc.
• Putting together a filming kit for under $500.
• How to achieve the best quality when filming videos, including light and sound.
• The basics of presenting in front of the camera: body language, preparation, dress and make-up.

Note about the workshop content:

This workshop is a “Video Marketing Strategy Course”. While we will share techniques and tips you can use to film your own videos, the main focus of the workshop is the strategy behind producing your own videos. We will give you some guidelines to start filming your own videos and create your own studio production, but additional research and practise will be needed for you to become proficient. Tasks like video editing, advanced equipment use and YouTube or other social media channels will not be covered.

Intended audience

Marketing Directors, Marketing Managers, Heads of Communications, Communications Managers, Business Owners, Business Leaders, Business Coaches, Speakers, Service Providers, Entrepreneurs.

Delivery modes

• Face-to-face, presenter-taught workshop
• Online workshop via the platform Zoom

Materials

A course workbook is distributed electronically using Dropbox. It contains all of the content described above. You can use this book to produce your own videos, brief your marketing team and implement your marketing strategy. You can also use it to engage the right videographer to do all of this for you.