Video marketing has really taken off in recent years, with 87% of marketers now using videos as part of their overall marketing strategy.

Videos are more likely to be engaged with than any other form of content. And it’s not difficult to know why. Videos are more engaging, easier to resonate with and easier to understand.

I get it, it’s easier said than done. Especially when you have hundreds of other things that may seem like they take priority. But, with our simple 5 step plan, you’ll be well on your way to creating brilliant videos.

It’s all about the who, what, why, when and how – although, not quite in that order!

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Why are you doing video marketing?

Before you start nagging people for interviews and running around the school trying to get that all important clip, you need to know what your goals are. Are you doing this to increase pupil admissions, increase teacher applications, highlight USPs within the school or all of the above?

Plus, you need to find that all-important balance between selling to your audience and offering them something more. You want to be producing content that will be remembered!

You also need to bear in mind where you’re going to be promoting your videos. Think about social media and research the best lengths for videos on different platforms. For example, a video on Instagram’s feed can’t be longer than 60 seconds.

Ultimately, you need to answer these 3 questions:

  • Who are your audience? Use your customer personas and if you don’t already have any – you can download our template here.
  • What do your audience want to know?
  • Where are your audience?

How will you produce the content?

When you’ve figured out the ‘why’, you need to think about the ‘how’… You have two options when it comes to this, you can film and edit the videos in house, or you can employ a videographer to do it for you.

If you’re looking at creating videos on a regular basis (thumbs up from us), producing videos yourself is a good option.

Although you need to ensure you have good equipment that will stand the test of time and won’t let you down. Plus, over time your team will gain more knowledge on producing videos and each video will be better than the last. It may just take a bit of tutorial watching and playing around with some editing software to get you started.

Here are 5 quick tips to get you started:

  1. In-house videos don’t need to be a Hollywood production – any decent smartphone paired with a tripod and a basic light set will do and give your video a more authentic, in the moment feel.
  2. Sound is so important and while an iPhone is fine for ‘on the go’ footage, you really do need a lapel and an overhead mic if possible. Again, these don’t have to be state of the art.
  3. Sadly, not all of your pupils will have permission to appear on camera. If this is the case, give them a sticker to wear so that they’re easily identifiable and get them involved with the action behind the camera, so that no one’s left out.
  4. Consider subtitles. If you’re a regular on LinkedIn, you’ll know that sound isn’t automatic, so having sub-titles means users don’t have to manually adjust their settings as they are scrolling through the feed. It is also disability friendly.
  5. When doing longer, more polished pieces to camera. Consider investing in an autocue – it will save you time in the long run. Just make sure you have a couple of practise runs so that you get used to it. It can look a little wooden otherwise.

If you’d prefer to have a videographer produce the videos, this also has great benefits. But it is a much more expensive option, so I would save these for your more technical ‘hero’ pieces. If you do decide to outsource your videos, we’ve created a really handy briefing form to help you out. Download it here.

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What content are you going to produce?

Deciding what content to produce is usually half the problem. So, have a look at other businesses (and not necessarily schools) that are doing video marketing well. How could you incorporate ideas like that into your mix? How could you put your school’s spin on what someone else is doing?

For some great ideas for your school’s video marketing, download our video ideas to get you started.

Who’s going to engage with your video marketing?

The hardest part is getting people to engage with your videos.

If you’re producing good, solid content, it’ll be easier. So, that’s my first piece of advice – do it properly. Produce videos you’d want watch and share with your peers.

Now all you have to do is get it seen. Social media, email marketing and your school’s website are the best places to start. You also need to be keeping track of views and engagement on these platforms.

Our top tips for getting your videos seen:

  • Make sure your video is clear
  • Don’t let your stars ramble, keep it concise
  • Your video should show a passion for what you’re promoting
  • Tell a story – this is proven to increase views

When should you begin? 

Well, that’s easy. Straight away! Employ our simple steps and you’ll start to see the rewards of your hard work in no time.

Don’t forget, if you’re looking to hire an agency to help with your video marketing, Ambleglow has years of experience in producing high class videos for schools across the UK. Take a look at one we did for Woldingham School here.

Mo – Mailers

ambleglow expert


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