We’ve classified some of the essential metrics based on where your ideal viewer falls within the marketing funnel. While tracking every single metric below would be ideal, we know your resources, data platforms, and reporting capabilities might be limited. If you can’t track them all, instead focus on tracking the metrics relevant to your goal. Even a small advertising budget can pay off big, and with the right balance of paid and non-paid distribution, your video can reach exactly the right people. Sadly, posting a video on an otherwise blank page won’t do much for your SEO. Make sure you embed your video on a page full of relevant and informative content.
Exciting as it may be, there’s still a lot to do to ensure your video is the better it can be. You don’t have to be a specialized artist with impeccable drawing skills to create a good storyboard.
Storyboards aren’t always required, but they go far in helping develop the look and feel of your video. They also help guide your camera operators and project coordinators on set so everyone knows exactly what shots to prioritize. With an agency, you shouldn’t worry too much about these details. At Lemonlight, we schedule a creative call to review your ideas and give you feedback based on what we’ve seen work. We also provide new concepts and any direction you might need. But agreeing on a creative direction is crucial — your creative will probably be what communicates your branding and what will dictate how memorable your brand video is.
Just use it as a guideline — even stick figures representing your characters can help give your team some prospective and help you all get on the same page about your video’s look and feel. Though you outlined some visuals in your script, now it’s time to draw it all out!
This will let search engine crawlers know you have not only engaging multimedia on your site, but that you provide a ton of valuable and useful information. Be sure the content relates to your video — sometimes, posting the video transcript can help a lot, too. If you’ve already created your video, don’t keep it to yourself. Video is by nature super informative, but the boost in SEO it provides could pay off big in the long run. Because sites with video content perform better overall than sites that don’t, search engines prioritize them.
Just as important as your visual effects are your audio effects. Sound mixing, dialogue, narration, and music all come together to create the audio that’s heard when your video is watched. Even just adding a layer of ambient sound over a quiet scene can make the difference between what feels like a high-quality video and a low-quality one. Make sure a professional handles your audio mixing, so you have the perfect sound levels, foley effects, dialogue volume, and more. It’s when you finally see your video come to life for the first time — there’s a definite feeling of accomplishment.
This top-of-funnel goal is the broadest and probably the easiest to measure. Attracting an audience means presenting your brand as the solution to a problem that was recently introduced to the viewer. This will likely be your first interaction with them, so you want to make sure it’s a memorable one.