By this point, I hope you understand how important it is to get started with video marketing. But understanding the importance of video marketing and creating an effective marketing campaign are two very different things. It is easy to think “Yes, this sounds great! I want to start right now,” but then get stuck when figuring out how to get started with your video marketing campaign.

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I am here to help. The rest of this blog is going to shift from a discussion of the theoretical to a discussion of the practical. Specifically, in this chapter, I am going to share some essential video marketing tools. Through our work and the work with our clients, we at Dubb have found that the following tools make the video creation process much easier.

Yes, your budget may play a part in what tools you decide to use. You may need to adjust according to the resources that you have. However, whether you use the exact tools listed below or find some close alternatives, you will certainly be on your way to creating terrific video content.

Basic Hardware

To get started with this list of essential video marketing tools, I would like to discuss some basic hardware.

This is where it is easy to get stuck. Going on Amazon, for instance, you can find hundreds of cameras, light fixtures, and microphones. You can spend hours browsing and be even less clear about which hardware to purchase.

There is no need to be intimidated. In all likelihood, the price and specific features of your hardware are not going to make or break the success of your video. Instead of spending lots of time thinking about whether you should purchase a camera with one feature compared to one with another, it is in your best interest to make a decision and focus on more important things—like your story and audience.

So let’s start with cameras. Quite obviously, you need a camera to create video content. But having said this, the precise camera that you use will depend on the style of your video. As just one example, you may already have the perfect camera if you want to record a simple webcast showing off your product or service. You would simply use your computer’s built-in camera and screen capture software to create a video of both your face and your screen. You can also use your computer’s built-in camera to record a one-on-one conversation with a customer, which can later be used as a visual testimonial.

Another great camera that you already have is on your mobile phone. Your cell phone’s camera can be an excellent choice if you want to shoot on-the-go. It can also be an adequate substitute for a more professional video camera if want to get close-up shots in an intimate space.

If you are looking to invest in a more professional solution, however, you can select from many different types of video cameras. DSLR cameras, for example, let you shoot high-quality photos and videos in multiple environments. If your focus is on high-quality video, make sure that you are purchasing a 4K camcorder. If you work for an action sports company, you may want to consider a GoPro camera for most of your content. Whatever the case may be, sit down and figure out what you need most from a camera. In some cases, your computer or smartphone camera may be enough. In other cases, you may have to invest in more professional cameras.

From cameras, you will need to think about purchasing microphones. Yes, your computer and smartphone contain microphones, but these microphones do not produce the best sound quality. Also, they require the speaker to be relatively close to the device. While this may be fine if you are producing a webinar or screen grab video, it is more challenging if you are shooting video with a large or shooting on the street.

Luckily, there are some high-quality, relatively cheap microphones on the market today. Blue produces some great, inexpensive starter microphones that you can use for an in-person interview, for instance. Many lavalier microphones make it easier to record on-the-go. Again, do your research so that you are purchasing the best microphone for your needs.

Finally, for hardware, you may want to consider additional accessories like studio lights and mounting equipment (like tripods). While these aren’t explicitly mandatory, they can make the recording process easier. They can also make your videos look more polished and professional.

See below for the audio / video equipment we recommend!

Scripts

From hardware, another essential video marketing tool is a script. Scripts are an overlooked, yet essential part of video marketing. Yes, you can improvise and riff in your videos—especially if you and your team publish a daily vlog. Nevertheless, I recommend that you sit down, think about what you want to convey in the video, and put it into script form. While you do not need to religiously follow your script when shooting, it is a great way to organize your thoughts and ensure that you are hitting on all of the important points of your video.

One simple tool to help you create your script is G Suite. With Google Docs, you can simultaneously create and edit scripts with your team. If you have another collaborative tool that lets you simultaneously edit documents, however, feel free to use that tool. The ultimate point is that you and your team know exactly what you want to convey in your video.

Tools like Google Sheets and Google Calendar can also help you create and monitor an editorial calendar. Consistency is critical in video marketing, so you can use these collaborative tools to ensure you are regularly releasing video content.

Video Editors

Once you are finished shooting your video, you most likely will not release the video in its raw form. You will want to edit your video. That is why we have included video editors as another essential video marketing tool.

Your preferred video editor will likely depend on your experience. If you and your team are just getting started, you may want to choose an easy-to-use video editor like iMovie or Lumen5. If you are more experienced—or want more functionality—solutions like Final Cut Pro may be more relevant.

Whichever editor that you choose, make sure that your video editor doesn’t stand in the way of releasing your content into the world. In other words, don’t look for the editor with the most features or most functionality if it is going to stop—or significantly delay—your content from being released into the world.

Custom Graphics

Once you are done editing your video, you may want to create several graphics that will accompany your video. For instance, custom thumbnails can be a great way to make your video stand out on video sharing sites on YouTube. You may also want to insert custom graphics at the beginning, middle, or end of your video.

Canva is a great tool for all of your graphic needs. It is simple, easy-to-use, and offers a wide range of templates to get started. Best of all is that Canva is free for many users. Canva can help your business with all of your graphic needs, so you will want to check it out.

Video Marketing Platforms

There is one final video marketing tool that can make this process much easier. Specifically, I am talking about an all-inclusive video marketing platforms. These platforms are pieces of software that are specifically designed to run your video marketing campaigns from a single platform. With these platforms, you can host, share, and track the effectiveness of your video marketing content.

This is where Dubb can come in. It can help you grow your brand and drive your sales with video. By becoming a Dubb user, you can access an all-in-one video sales and marketing solution. Some features on the Dubb platform include a screen, webcam, and mobile recording, video hosting, data tracking, and integrations with tools like Gmail, LinkedIn, Salesforce, and HubSpot.

Whether you use Dubb or some other alternative, a video marketing platform can make your job much easier. It helps you both in the creation process and in ensuring that your videos are converting at a high level. In other words, video marketing platforms are your trusted aide that helps you successfully execute your video marketing strategy.

Starting on the Right Foot

This list of essential video marketing tools can make it much easier for you to get started. Yes, you may need to supplement this list depending on your custom needs. But having said that, the tools listed above will help you create a solid foundation for all of your video marketing campaigns.

Nevertheless, keep in mind that tools are just one part of the equation. You may have the greatest tools in the world, but that doesn’t guarantee that your video marketing campaign will be a success. Always keep in mind your objectives, your audience, and the story that you want to convey to them.