The call-to-action (CTA) is a crucial element in your video marketing.

A CTA is the desired action you want your viewer to take after watching your video and should be directly related to your main KPI (see tip #4).

For example, if you want a viewer to make a purchase then your CTA should be a request to click a link to a product page on your website.

But what if your KPI is something less tangible like awareness?

Many video marketers use the concept of a ‘funnel’ to help them create a high-level strategy and create a number of different videos each with a unique call-to-action.

Check out this infographic eMarketing Stars with an example of marketing funnel for lead generation.

Ensure consistent lighting throughout your marketing video to maintain visual coherence and professionalism.

You can also consider aligning your lighting setup with the desired mood or message of the video – whether it's bright and energetic or moody and dramatic.

Lastly, avoid harsh shadows or overexposure which can make it difficult for the viewer to identify any props or products featured in your marketing video.

Depth of field techniques such as shallow focus or selective focus help draw attention to specific elements, products or messages within your video frame.

For example, if you have a product front and center you will need to set up your camera focus correctly or lose your viewer’s attention.

Lastly, maintaining appropriate depth throughout the video ensures a professional and polished look and this enhances the overall quality and impact of the marketing message.

Background noise can make your video hard to listen to.

But you often aren’t aware of background noise in your videos until the shoot is over and you’re listening back to the footage at hand.

If you’re making an on-site video that includes audio, always listen back to the recording while you still have time for another shot. This is especially important if you are using microphones to capture voice recordings.

B-roll refers to supplementary footage or visuals that are interspersed with the main footage or primary content of a video.

You can use b-roll to provide context, illustrate concepts, showcase products or services in action and enhance engagement.

Don’t forget to set time aside for b-roll footage during your main shoot.

Check this storyboard mock-up below from Multimedia Production comparing a talking head video for a fitness business with and without b-roll.

Music enhances the emotional impact of your video content.

If you can build a deeper emotional connection through adding music it will help you to boost viewer engagement and retention.

When sourcing appropriate music, you should consider using royalty-free music libraries or licensing platforms to ensure legal and copyright compliance.

It's important to select music that aligns with your video's message, target audience and the emotions you want to stimulate.

The more you can organize the video files from a shoot the more you will save time during the editing stage.

Best practices include creating a clear folder structure with descriptive naming conventions, using metadata to tag and categorize files, implementing a consistent file naming system, and regularly backing up files to prevent data loss.

File management software or digital asset management tools can further streamline organization and accessibility.

See a file naming convention example from Frame.io below.

Voice overs are necessary whenever you’re using a filmmaking style that doesn’t involve a person talking to camera.

For example, you’ll need a voice over if you’re making an animated video, a doodle video, a timelapse video, an aerial video or a stock footage video.

Video marketers will tell you that it’s best to write a script and record your voice over first.

This is because your voice over will sound much more natural this way than if you were to make your video and try to fit the narration to any important timings already established in the video.

By recording your voice over first, you can adjust your video timings to the natural flow of narration.

NOTE: If you’re concerned about your speaking voice or accent you can use AI to generate a voiceover based on your script. You can do this using the Talkia advanced AI voiceover software which is included with a Voomly Cloud subscription.

It can be overwhelming to choose which file format is best suited to your project.

Here’s an overview of the X most common video formats:

A video thumbnail is an image that shows before a viewer clicks a play button to watch your video.

Thumbnails can be added to videos on YouTube, Facebook, Instagram, Twitter and TikTok as well as on videos you host directly on your website.

Designing a thumbnail for your video is crucial for making viewers click on your video.

To maximize your clicks on videos you host on your opt-in pages, product pages or sales pages you should consider a video thumbnail.

Video thumbnails show a short snippet from your actual video – you can see one in action on the Voomly homepage.

If you want to host videos on your own website pages or sales funnel then be aware of the costs.

In fact, the reason why ClickFunnels co-founder Russell Brunson started using Voomly was because it offered him the cheapest video hosting possible.

His monthly bill for hosting videos on Wistia came to $13,303.50 before Russell decided to try out alternatives.

On Vimeo, his quarterly bill came to $19,050.

But then he found Voomly which offers 10TB cloud storage and unlimited bandwidth on its Pro plan for just $79 a month. It also includes a range of features such as video thumbnails, capturing emails within the video, and interactive buttons.

One of the key issues with embedding a YouTube video into your webpage is this.

The viewer’s browser needs to load up the entire video every time they view the page, which can make for very slow loading times.

Even top video hosting platforms can make your website pages slow.

For example, when Russell Brunson switched over to Voomly he immediately saw his page speed score increase from a ‘D’ to a ‘B’ – that’s without changing anything else!

Video marketing is on the verge of a transformation.

This is thanks to the advent of interactive video capabilities and advanced video funnels.

Check out each of these features below.

Interactive videos
The creator of Voomly, Brad Callen, managed to generate 735,127 from a single video.

How did he do it?

By using a new feature that allowed him to pause a product video and ask for the viewer’s email address in exchange for a high-value download.

Previously most marketers with a digital product or course would need to have an opt-in page to collect a prospect’s email before then redirecting them to a page with a VSL designed to sell them on the offer.

With interactive videos you can remove this step entirely – with much higher conversions.

Video funnels
Another amazing development is the ability to create marketing funnels inside the same video.

You can let your visitor choose their path with custom surveys, call to actions and more to create a path that meets your customer’s biggest desires, concerns and questions.

This allows you to personalize your video sales pitch – and even get rid of a discovery call or lengthy sales process with just one video!

To see a video funnels watch the video at the top of the Voomly homepage.

NOTE: video funnels are included in the free Voomly Light subscription. Or you can choose to get a 14-day free trial on one of the larger subscription packages on offer with Voomly.