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4 common elements to your video marketing plan


If you're an experienced marketer please skip this page as you'll know it already.

But if you're a tech startup, or other small company, or simply less experienced, it might provide useful.

When planning a series of videos over a period of time, you need some consistency in your approach, even if your videos are quite different in style to each other.

It’s important to see how they all fit together as part of the overall customer perception of you.

Here’s 4 elements that help achieve consistency, the background stuff that works behind the scenes for you.


1: Brand style

This is all probably very obvious, but it still needs to be said.

How your brand looks & feels is obviously important whether you’re a business startup or an established brand fighting in a tightly competitive marketplace, as your brand tells the customer there’s more to your company than just a well-specified solution.

Your brand is one of your sales edges when your tendering against competition.

As a matter of course, your videos should intimately reflect your powerful, appealing & trustworthy-looking brand.


2: Visual language

This is more than brand or corporate style. It’s about the use of icons & graphics and other visual language elements to explain what you offer.

Well-designed, animated icons explain a lot with just a little. They keep audiences interested, as they make you look more original or unique than your competition.

The main rule is to use icons & graphics in a style that’s flat, simple & immediately obvious.

Don’t use clever or pretty artwork, even if your designer encourages you to do this, unless you feel strongly about what you're doing.

You might find that if your video is richly illustrated with icons, then it could almost work with the sound turned off. The same applies for all graphics you use.

Let the icons & graphics do the talking for you.

It’s a new visual language that is understood instantly if done well.

All the stock art sites, like Adobe or Shutterstock, have masses of icon styles to pick from.

3: The language & tone

High value solutions need to develop a language of their own, somewhere between corporate high seriousness and plain street speech.

If the tone of your video scripts is too “corporate high seriousness” you’ll alienate people with pomposity or precociousness.

But if your style is too “plain speech” then you might look a bit cheap & dodgy.

Personally I prefer a warm & relating style of voice, that's positively enjoyable to listen to.

The main thing is to know is you’re making a video, and not giving a lecture.

So keep a picture of the audience in your mind’s eye always. Imagine how you’d feel if someone spoke to you in the way your video speaks.

Talk to people with the right language and tone and stick to it.

If in doubt, I'd keep it conversational.

Talk to people how you’d like to be spoken to.

Clearly, plainly, with nil flannel.

If you have Customer Personas now is the time to update them, which is a separate job of work, but always worth it.


4: Show your feature/benefits as workflows

Customers aren’t just buying a solution from you.

Today, they’re often buying a new way of working that’ll maybe take them through the next 5 years and beyond. It’ll also impact on their customers too.

This applies to traditional product suppliers, not just solution-selling technologists.

Consider traditional construction or component suppliers.

All these traditional markets are adding technology to their products, making their products smart.

For example, Constructors are modularizing with offsite pre-assembled components, with complete factory pre-built rooms or bedrooms in a house that they can crane in during construction.

Components are being made smarter every day.

Even my vacuum cleaner has a laser beam!

Overall, what customers need to see – besides the obvious feature/benefit points – is a new way of working & operating, something they feel they can live with – without complication or tears.

This may be a separate video in itself, answering the question "what can I expect in the future?"

While you may think you’re selling a brilliant smart solution, they may think they’re buying a series of new & potentially disruptive workflows. Risks, if you like. It can even appear intimidating to some.

Whether you know it or not, this disruption issue’s often central to late-stage sales discussions. Yet solution-providers I’ve spoken often take it as a given that clients believe their own expert implementation so much so they hardly ever mention it in their own client communications.

In a practical video sense, this means that when you show images of your product or application, you should show it in a way that makes people feel empowered, that they can do it too, that they feel part of it. That they’re engaged.

Or that they can feel confident in selling it on it to their own customers in turn, if the sale is part of a supply chain of events.

The secret is keep it high level, and not over-detail things, unless you feel it’s important for user acceptance.

Keep it broad brush and keep telling them what they get for their money, and how fast their ROI is.

Sell the workflow advantage at a high level, wherever possible. Keep the nitty gritty detail for other specialist explainer videos, or tutorials. You never stop answering questions with video.

Put more effort into making video case studies that prove your solution works as a workflow.

Paying attention to your brand, visual language, verbal language and workflows is what will give you the extra edge, by reducing uncertainty, and instilling confidence at all stages in your clients’ buying cycle, especially towards The Close.

Reducing uncertainty reduces the need for a price war with competitors.

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