7 Steps To Create Professional Videos For Business That Rank At The Top of Google

 

Following on from my previous post where I explained the 5 Reasons Why Video’s the New Way to Rank high on Google, in this article I want to address how to make video.

To write this article I brainstormed with my wonderful business colleague Paul Godden, who has decades of experience producing and teaching video. This man knows his stuff which is why I’ve partnered with him to personally help my clients master video in our small group Video Marketing mini-retreats.

We can skip more statistics on how much internet traffic Video is consuming, and how fast it’s growing relative to every other traffic driver. I won’t bombard you with stories of video marketing successes. I’m sure you know video is becoming increasingly critical to business success every day.

But knowing the opportunity to use video as a powerful tool is one thing. The harder part is figuring out how to master video production, and do it efficiently.

So that’s what this post/article is all about. I’m going to share with you some of my favourite tips, tricks and techniques to help you create your videos efficiently and effectively. Having a process is the key.

Step One:  Determine your goals/objectives for the video.

 

Yep, sounds simple. But this step is CRITICAL to ensuring the rest of the process flows smoothly, and it happens to be the one most people skip!

  1. What is the purpose of the video? (e.g. to educate, motivate, sell?)
  2. Who is the target audience?
  3. What do you want to communicate? What is the core message? Put this into dot points.
  4. How long should the video be? ( I recommend under 5 minutes max)
  5. What is the desired action you want your audience to take after viewing your video? (e.g. subscribe to your channel or list, buy your product).  And what will spur the desired action from your audience?

Step Two: Scripting

The quality AND quantity of footage you have has a direct correlation with the amount of time you’ll spend editing, which is the most time consuming aspect of video making. Here are four tips to streamline your video production and is easily done through some basic planning prior to videoing.

  1. Plan out exactly what you want to say before you start videoing. Consider the points you want to make, and how you can best explain them.
  2. Practice a few times before hitting the record button, and the number of takes you need to record will drop significantly.

Step Three: Recording (or Capturing) Your Video

I’m sure you’re also aware of how all you need to record your videos is a smart phone or low cost video camera, decent lighting and either close proximity to the recording device or to use an external microphone as good audio is more important than good video quality (go figure).  Here’s some quick tips on recording:

  1. Record your videos in chunks. By breaking down your video into short, sharp segments you can easily record several months worth of videos in a few hours. Video them in sequential order so they’ll be ready to edit.
  2. Identify good takes for later. If you’ve just recorded a particularly good take, try to mark it with a gesture you’ll easily recognize when skimming through the footage – like waving to the camera.  The alternative is to keep a ‘scorecard’ of how many times you record a video segment and tick the one you like.  Then later you’ll know that for ‘X’ video it was take number 3.
  3. Record only what you need. Your objective is not perfection, it’s to provide good content for your viewer. So don’t go capturing 20 takes of each clip until you get the ‘right’ one or just for the sake of it.

Step Four: Import all assets for your video into your video editing software

Where I notice a lot of people getting stuck and feeling overwhelmed is when facing the editing process.

But by following the process I’m about to share with you it’ll save you lots of time.  And the big bonus is that it will allow you to edit your videos step by step in the most efficient way, eliminating ‘double handling’ or ‘rework’ during the process.

Do this upfront to ensure you have everything ready once you start editing.  Make sure to get the following elements assembled:

  1. Video footage.
  2. Audio.
  3. Screen Captures.
  4. Images.
  5. Music.

Step Five: Organise your imported assets into folders.

If everything is in a logical place, you’ll save a heap of time looking for it later.  I’d recommend organizing everything into the follwoing basic folder structure.

Folder A. Footage

  1. Raw Video Files (add a date to the folder name so you know when it was recorded)

Folder B. Audio

  1. Music
  2. Voice Overs
  3. Sound Effects

Folder C. Graphics

  1. Images
  2. Animations
  3. Titles

Folder D. Screen Captures (if relevant)

Folder E. Completed and exported videos

Step Six: Editing

Where I notice a lot of people getting stuck and feeling overwhelmed is when facing the editing process.  But by following the process I’m about to share with you it’ll save you lots of time.  And the big bonus is that it will allow you to edit your videos step by step in the most efficient way, eliminating ‘double handling’ or ‘rework’ during the process.

A: Create a new timeline and drop all your video files on in the correct order

B: Sync up any multi-camera or external audio tracks.  Getting all of this out-of-the-way upfront saves the time (and pain) of doing it piecemeal through the editing process

C: Complete a quick scan or run-through of your footage, and start refining by removing anything that you know you won’t use.  If you’re unsure about any clips, leave them in

D: Reposition any clips into a logical order

E: Create a duplicate copy of your editing timeline, so you have a backup of your editing as you refine the video

F: Add in your music tracks and any other audio files required like sound effects

G: Where necessary trim, reposition and further refine your video/ audio files to match the beat or feel of the music for maximum impact

H: Add in any text or graphic elements to your video

I: Add in any video effects or transitions

J: Adjust audio levels for all audio tracks (music, sound effects, background noise and voice).  If you’re unsure, here’s how to do it

K: Apply audio effects as necessary (fade in, fade outs, cross fade between tracks – audio effects to clean up audio/remove background noise)

L: Review

M: Export

Extra Tip.  If you just want to trim some footage off the front and back of your video and you don’t want to or need to insert music or branding clips then Quicktime’s Trim function is the answer.  This is useful if you have raw footage off your camera that you would like to remove the start, finish or both without loosing any quality or having to wait while the computer re-encodes your video files.

This works on Quicktime on both MAC and PC – however on PC you will need to purchase the PRO version of Quicktime to enable this feature.

Note: This will only work with video file formats that Quicktime can open and play, but this includes most common file formats like: MOV, MP4, etc.

Start by opening your video in Quicktime. Navigate to the Edit menu > Trim.  You can now use the yellow slider at the bottom of the screen to trim down your video file, or select the part you would like to extract. When you’ve finished selecting, just hit Trim in the bottom right.

Then, hit File > Save… and save the new file out.

Note: In this step it’s possible to overwrite the original video file so make sure you save the trimmed file as a new file first, then you can delete the original after if you no longer need it after checking the trimmed version is how you want it.

Step Seven: Schedule Video Releases on YouTube.

Here’s how to optimize your videos to give them the best chance of being raked by Google (if that’s what you want to do with them of course.  You may just want to put them on your website.

To assist Google to rank your videos, do the following;

  1. Keywords in the Title – Only the first 55 or 60 characters are seen in the YouTube search results so make sure your front-end load the title with your primary keyword phrase and your “call to action” or points of interest.
  2. Write the Title like a Headline so it encourages searchers to click it (so they watch the video).
  3. Use every last character available in the title to maximise the chances of being discovered.
  4. Keywords in the Description – YouTube itself says that the more words you include in your description, the higher your chances of being discovered by searchers
  5. Keywords in the Tags – Use as many relevant keywords as you can fit in as tags (including your primary and secondary keyword phrases)
  6. Use quotation marks around your most important multi-word keyword phrases that you wish to rank high for.
  7. Incoming Links – incoming links are a powerful way to make sure you rank for any one particular keyword phrase, especially for Google. Use a combination of traditional incoming links like articles, blog posts, forum commenting plus use Social Media incoming links as well.
  8. Category Choice – Choose a category that applies to your video but try to choose one that has less competition. That way you’ll have a better chance of being a “featured” video in your category (which leads to a ton of free traffic)

If you’re producing regular videos, chances are you’re batching them up and preparing several videos at once, releasing them progressively over a few weeks or even months (if you’re not, you should definitely consider it – it’s a great time saver!).

Even if you’re not batch producing your videos: when uploading a video to YouTube, YouTube is kind enough to send out an email notification to your subscribers (unless they’ve turned off this notification). This can be a great traffic draw, so the time you release your video on YouTube can make a real difference to how many views you get instantly.

In both cases, fortunately YouTube makes it easy to queue up your videos to post at specific dates/times, so you don’t need to wait around and post them manually.

To do this:

  1. Start uploading your video in YouTube as you normally would.
  2. Once your video is uploading and you are shown the page where you can add details about your video file, select the drop down box that lets you specify if your video is Public, Private or Unlisted. This drop down box now contains the option for Scheduled.
  3. Click Scheduled, and you can enter in a date, time and time zone for the release of your video.

You can have an unlimited amount of videos uploaded to YouTube that are scheduled for release at specific dates and times, making it easy to queue up and automate this upload process.

That’s it!

 

Let’s get your message out to the world!

About The Author

Janet Beckers

Janet is a multi-award winning online marketing strategist, author, speaker and mentor who is known for making the complex simple with a healthy dose of reality and humour. Janet is the founder of Cool Cats Video Marketing Academy. You can connect with Janet and find out more about here over at www.JanetBeckers.com .

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