About 90% of video marketers say video content produces a good ROI. Another 83% say videos help with lead generation. Meanwhile, nearly 90% say videos can increase traffic to their websites.

With a strong video marketing strategy, you can attract potential students to your own site, then convert them into leads. You could increase admissions this year as a result.

What’s involved with a marketing video production, exactly, and how can you get started? Keep reading to find out!

After reading this guide, you can start strategizing. Then, you can find new ways to engage and attract students to your school. Video marketing will help keep your content marketing strategy fresh and relevant, too.

Read on to discover everything you need to know about creating high-quality video content today!

What is Video Marketing?

First, let’s cover the basics. What exactly is video marketing?

This form of marketing allows brands to use video content to promote and market themselves. You can use video content to boost engagement online. It can also help educate your target audience about your institution.

Developing a video marketing strategy will help you engage students using a new medium. 

Video content is now a holistic marketing approach. Since video content is versatile, you can use it in various ways to keep students engaged.

Video content is conversational, actionable, and measurable. You can use it to attract students to your college. You can educate them about your history, classes, and events.

Video content can accomplish more than educating and entertaining potential students, though. You can also add videos to your landing pages to generate conversions. Adding videos to your emails can boost your clickthrough rate, too. 

Then, you can start converting website visitors or social media followers into leads and potential students. Your admission rate could increase as a result. 

Here are a few more benefits of video marketing to keep in mind.

In the past few years, video content has changed how people interact with brands. It can help generate brand awareness, website traffic, and leads. It can lead consumers through buying journeys and boost engagement as well. 

Adding unique, authentic videos to your inbound marketing strategy could help your college get ahead of other institutions this year. 

Types of Videos

As you develop your video marketing strategy, take the time to consider the types of videos you want to create. The most common types of video content include:

  • Webinars (56%)
  • Demos (52%)
  • Social media videos (51%)
  • Explainer videos (49%)
  • Product videos (47%)
  • Customer videos (41%)
  • How-to videos (34%)
  • Thought leadership videos (32%)
  • Livestreams (31%)

Each type of video content can help you accomplish different goals. For example, about 93% of businesses say social media video content helps generate new customers. About 88% say videos help increase how long visitors remain on their websites.

In fact, 87% of marketers now use video content as their primary marketing tool. Video content could account for 82% of all internet traffic by the end of this year, too. 

Here’s a little more information about the types of videos you can add to your video marketing strategy. 

Brand Videos

Brand videos can help potential students learn more about your college. You can show them how you stand out from other institutions in the country. 

Brand videos are usually incorporated into larger advertising campaigns, too. For example, you can use them to showcase your:

  • Mission statement
  • Vision
  • History
  • Classes
  • Other students
  • Campus culture

Creating brand videos will help you generate brand awareness. In time, awareness will become recognition. You can remain top-of-mind with prospective students.

Then, you can use your videos to intrigue, entertain, and attract more people to your college. 

Event Videos

Help prospective and current students remain up-to-date regarding everything your college is up to. You can use event videos for:

  • Conferences
  • On-campus events
  • Roundtable discussions
  • Fundraisers

Event videos are also a great way to track your college’s history over the years. You can use your footage for other video marketing opportunities.

You can produce a highlight reel from past events to market upcoming events, too. 

Educational/How-To Videos

Consider creating an educational video to walk prospective students through the admissions process. You can also create how-to videos to show current students how to sign up for classes.

Educational videos can help your audience better understand different processes. 

Demo Videos

Businesses use demo videos to show consumers how products work. For example, they can give viewers a tour of new software. They can also unbox physical products or demonstrate different uses.

Explainer Videos

Explainer videos can help students understand why they should choose your institution above any other. For example, you can create a story about a fictional student and demonstrate how your school changed their life.

You can show your audience how graduates have gone on to amazing careers after graduating from your institution, too. 

Expert Videos

Let the experts at your college speak up on your school’s behalf. Schedule interviews with experts or thought leaders at your school. For example, you can have professors share intriguing facts about various topics.

Expert videos can help you build brand trust and authority. It can also help prospective students learn more about your college. 

Animated Videos

Animated videos are a fun way to simplify complex concepts. Teachers can start incorporating animated videos in their classes. Otherwise, you can use these videos to provide your audience with easy-to-grasp visuals. 

Live Videos

Consider using live videos to engage your audience in real-time on social media. You can also live-stream events, presentations, and interviews. Then, encourage viewers to comment with questions.

Prospective students can get answers to their questions about your college with ease.

VR/AR/360 Videos

Give students a tour of your campus with a 360 video. With these videos, viewers can “scroll” to see your campus from different angles.

You can also use virtual or augmented reality videos to engage viewers on social media. 

Testimonial Videos

Testimonial videos from your current students could help prospective students learn more about your institution. Reviews can also bolster your college’s credibility.

Encouraging, positive testimonial videos could help you generate more admissions, too. 

How to Make Videos

Learning how to create video content can help you attract more students to your school. In fact, videos lead to 49% faster revenue growth than any other marketing strategy. Videos are easy for people to remember.

They’re entertaining and widely shared, too. Someone who watches your video might share it with their social media followers. Then, you can expand your reach and attract more students to your institution.

Here are the steps you need to follow while planning your own marketing video production. 

1. Plan and Script

Before anything else, take the time to determine why you’re creating a specific video. What’s the end goal? Understanding the video’s purpose will ensure your video is focused.

Otherwise, you could lose the viewer’s attention.

Take the time to develop a script or outline talking points. Developing a script will keep you organized.

Otherwise, your video could run longer than intended. Off-the-cuff videos might turn into rants or nervous rambles.

2. Use Your Cameras

Take the time to learn how to use your camera. If you don’t have professional video equipment, consider working with a video marketing agency. You can use your phone to create quick, authentic videos. 

Make sure to consider your lighting before you start working. 

3. Create a Studio

You can also create a small, cost-effective studio to ensure a high-quality video production.

For example, you might consider purchasing a tripod, additional camera batteries, and SD cards. Test the audio and video equipment you’re using. You might want to use a shotgun mic when recording in a controlled environment. 

You can also purchase light stands online to ensure better visuals.

4. Prepare the Speaker

Once you’ve developed your script or list of talking points, determine who will star in your marketing video production. Prepare your talent with a little coaching.

It’s normal for them to feel nervous during the first few takes. Let them get accustomed to the script and situation. 

5. Start Shooting

Shoot for the edit. Make sure editing will feel as simple as possible by making smart decisions while shooting.

Get a few different takes to give yourself options when editing as well. Gather establishing shots, medium shots, and close-ups to choose from.

Then, gather b-roll as well.

Otherwise, make sure to avoid these video marketing mistakes before starting your next production.

6. Organize Footage

You can simplify the video editing process by organizing your shots. Otherwise, consider working with a video marketing agency. They can simplify the process for you, saving you time and money in the long run. 

7. Edit Your Video

There are now free video editing programs and mobile apps available that you can use when editing your film. Remember, you can also hire a professional team.

Creating high-quality video content will help your posts stand out. Otherwise, people might not view your videos.

How to Start Marketing

Once you’ve created your video content, you can start planning an effective video marketing strategy. Here are a few steps you can follow to get started. 

1. Define Your Goals

Remember, each video you create should have a purpose. For example, you might want to generate brand awareness for your college. You can create a tour video, interview students, or showcase an event. 

Create videos for each stage of the marketing funnel (awareness, consideration, decision). These videos can help you encourage prospective students to convert into leads.

Make sure to end each video you create with a strong call to action. Using videos on your landing pages can increase conversions by 86%. You need to give website visitors direction, though.

For example, you can direct them to a form and encourage them to contact you. You can encourage them to subscribe to your email newsletter, too. 

Make sure your call to action is clear, concise, and urgent.

2. Define Your Audience

Take the time to consider who you’re speaking to before you compose your script. For example, are you trying to reach prospective students? Are you speaking with students who currently attend your college?

Perhaps you want to create videos for a prospective student’s parents instead.

Defining your audience will ensure you create content that connects with your viewers. Otherwise, they might stop watching. 

3. Tell a Story

Before creating your script, think about the story you want to tell. Your story should include:

  • A protagonist with a goal (who aligns with your audience)
  • The conflict (the student’s pain point)
  • A quest (how you introduce your college)
  • The resolution (how your college solves the problem)

These elements will take viewers on a journey. Having a story in mind will make your videos more memorable, too. 

4. Maintain a Budget

Before you get started, establish a realistic budget. Determine whether you’ll outsource or shoot in-house. 

Then, create a timeline for when you’ll shoot, edit, and distribute your content. 

5. Use SEO

Search engine optimization (SEO) can help more people find your videos online.

Gather keyword research based on your audience’s search queries. Then, optimize your video for a specific keyword. Add the keyword to your title, URL, and video description.

Consider adding a transcript to your video for SEO purposes, too.

6. Start Distributing

Once your video is ready to go, share it! Make sure you give people multiple opportunities to find your content.

For example, you can send an email blast, post it on your website, and share it on social media.

7. Track Your Performance

After people have had time to view your video, take a look at the analytics.

Consider where you generated the most traffic from. Determine how many people viewed or shared your content, too.

Analyzing the results of your video marketing strategy will help you make more informed decisions in the future. 

Start Rolling: How to Use Video Marketing for Your College

Learning how to use video marketing for your institution could help more prospective students find your college online. You can use video content to boost brand awareness, website traffic, and leads. It’s also a great way to keep your audience entertained and informed.

Start developing your own video marketing strategy to set your college up for success this year!

Need help getting started? We’re happy to help you strategize. 

Contact our team today to begin!

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