Most marketers will admit that video is an important part of a marketing strategy, most of them don’t really have a clear plan on how to use it. Making those videos is on the to-do list but there’s other stuff to handle first.
So, this means if you have a marketing strategy for video, you are likely ahead of your competition.
Video stats back up how important this is. In 2018, over 80 percent of businesses were using video in their marketing plans, an increase from 63% in 2017. And people spend a third of their time watching online video content, which also increases ad spending. In fact, over 80% of people have decided to buy something just based on a video. So how do you create a strategy?
Audience awareness and campaign goals
The fundamentals of a video marketing strategy are two – awareness of what your audience would want from you and goals for the campaign. Audience research is paramount – what kind of video content does your audience want? Where do they watch it? How long should it be? Getting these basics in place is very important or you risk making the wrong content.
As far as campaign goals, think about who you want to reach and what you want them to do. Should the aim be to get clicks from social media to a website? Do you want to make money from ads on the video? Or is it about raising brand awareness? Setting goals at the outset help guide what you do.
Ensure videos are branded and consistent
Next is the planning stage and there are two things here to remember. All of your videos should be branded so that people start to recognise them. If you use a shot of yourself or a staff member in a certain place, that can be a useful element of branding. But even visuals, music and having a logo can be important.
Consistent video content has a 20% higher success rate than random, varied content. An example of consistency is that all videos have a link to your website or a landing page and have on-brand creative and messaging that is united across all social media.
Optimise content for all platforms
There’s no reason one piece of video can’t go across multiple channels, but you need to make sure they are optimised for each to get the best results. So, for Facebook, keep the video shorter, add it directly to the site and add captions. YouTube videos can be longer while Twitter has a limit on length. Plus, you can look at things such as Instagram Stories and even adding video content from YouTube to Pinterest.
Finally, keep studying those analytics and use the data you generate to make decisions about your future video strategy. Some key metrics to study include:
- Engagement rate
- View count
- Play rate
- Social sharing
- Comments or feedback
By studying these, you can get a clear picture of what works, what your audience reacts best to and therefore fine-tune your strategy going forward. This ensures that any video content you create is going to the right people on the right platform and gives the best return.
If someone is thinking of using your business, hiring your services or buying your products, the likelihood is that they will check reviews and testimonials before reaching any decision.
The internet has made it possible for potential customers to do this from the comfort of their own homes. We use reviews to form an instant and sometimes long-lasting opinion about a particular company.
If you want to understand how powerful this is to your marketing efforts, here’s a stat for you: 92% of customers are likely to check reviews or seek out testimonials before buying a particular product.
When everyone has reviews and testimonials on their sites, however, how do you get to stand out from the crowd and make a big impression on your customers? Moving to video can give you a big advantage. It puts a real person in front of the potential customer, someone they can relate to better and engage with on a more emotional level.
The Benefits of Testimonial Videos
A testimonial video can be something as simple as a head and shoulders shot of a past customer explaining what they got out of your product or service. What this type of content delivers ahead of traditional written reviews is that they have personality and character. The video puts a face to the testimonial. When we see an individual talking about a business, we’re more likely to listen to what they are saying and actually more likely to believe them.
Testimonial videos help you build a greater level of trust with potential customers. We tend to see these types of content as unbiased and put a higher store in the positive message they are designed to get across.
We’re also more likely to watch video nowadays that read large amounts of text. We have smartphones that are perfect tools for checking out video of all types and which can be used wherever we are, at home, in the office or on the move.
Videos can also be used in a wide variety of different marketing activities. They don’t just sit on your website – you can upload them to sharing sites like YouTube and even social media such as Twitter and Facebook. This makes them more likely to be shared by viewers in general which is a marketing plus that you can often expect from this type of content.
Creating Testimonial Videos
The big challenge you will need to overcome is getting customers to appear on testimonial videos. People are often happy to write a few lines if you have delivered a great service but may be more reticent about appearing on camera, not least because it takes time.
That’s why it’s important to work with a video production company that has experience in delivering high-quality content such as testimonial videos. They can work with your team to put together a strategy that succeeds as well as help you select the perfect, satisfied customers to promote your company.
Get it right and you can expect your video testimonials to not only bring more customers to your door but to stand the test of time too. Video has a good ROI and will add depth and stature to your brand and marketing.
Gong viral is often an ambition for companies that invest in video marketing.
The trouble is it’s a bit like winning the lottery. You hear of it happening, but it rarely happens to you. Focus on achieving a viral hit shouldn’t be part of your video content strategy at all. It can actually stop you delivering what your customers are actually looking for and it could well dilute your brand.
Video Content is Competitive
You’ve spent a lot of money getting your video together, you put it online and sit back, expecting it to go viral. After a week you go back and find you have only ten hits on your YouTube channel.
This, unfortunately, is the kind of thing that happens to businesses all over the world. Once you understand that 400 hours of video get uploaded to a site like YouTube every minute, you begin to realise what you are up against.
Should that stop you from investing in video as a marketing strategy? Absolutely not. Here’s what you need to be focused on:
Who is Going to Watch Your Video?
Any video production company executive will give a big sigh as soon as you mention going viral. It’s not just the chance factor involved in getting millions of hits, it’s the fact that you probably haven’t taken the time beyond this to decide what you want your video to achieve.
Successful video content marketing is all about delivering what your customers are searching for. It’s not what will keep these important people clicking and sharing, it’s about what will keep them watching. In other words, is your video useful?
The key for any marketing strategy is consistently creating content to help build a rapport with your customer and keep them engaged. If you build a catalogue of several videos to market your service or product and highlight your brand, the chances are none of will go viral. But you customers will appreciate them, and they will influence how your brand is perceived.
Searching for a Viral Video Takes You Off Track
A viral video has either got to be something quirky, humorous or downright controversial. The trouble with this is that any one of these can damage your brand more than enhance it.
Spending all your time trying to hit the viral jackpot means you’re spending less time on a video content strategy that could actually work for you. You should be focusing on other factors, including:
- Stay focused on the story rather than getting a sale. Video is brilliant for building a more emotional connection with your customers. If you can do this the more engagement you should expect.
- Focus on keeping your viewers watching – many people will jump out of a video within the first 10 seconds if it doesn’t appeal. What can you do to keep them watching? This is all about delivering what they need.
- Finally, don’t be boring. We have high expectations when we view video and our time is limited. Get your message across in an entertaining way and you should expect to maintain attention for longer.
Our advice is to stop dreaming after the impossible and start concentrating on what you can do to make your video more appealing to the customers you are trying to connect with. Contact our Video Consultants to see what we can do for you.
The quality of a video doesn’t simply depend on the cost but also the production values that go into it. If you are looking to create a professional video that will have the desired impact on your highly valued customers, there are a number of factors that need to come together.
Whether you are making a 30-second promo video or a longer 3-minute explainer, your process should always follow the same, important steps:
It is important that you create a video that will meet your objectives and outcomes. Our methodology is to look at the beginning .This is where we define your video content strategy. We’ll ask you plenty of questions to gain crucial insight into your business and market.
- Understand your key audience
- Define your message
- Work out what you’d like to achieve
- Confirm how video will support your existing marketing mix
- Agree what success looks like for you
Working out ‘the who’, ‘the what’ and ‘the why’ from the start will save you both time and money.
This is the period where you need to get all your ducks in a row and tick quite a few boxes. Pre-production is essentially the planning stage of your video. Here, you’ll decide what you want your professional video to do and how you are going to achieve this.
- Meetings: You’ll work with your video production company to nail down the specifics about your project and how it’s going to be carried out.
- Scripting and Storyboarding: You may want to put together a firm script and plan each scene of your video so that you have control of what happens from beginning to end.
- Personnel and Equipment: Another important factor of pre-production is how many staff you are going to need, what equipment and props require and how much all these will cost. For example, you could require specialist cameras such as drones or underwater equipment for your shoot. This is where you really begin to see where your video production money is being spent.
- Locations: Choice here can prove expensive so picking the right ones is important. Don’t forget, if you are looking to film somewhere exotic, you have to get film crews and equipment there too. The cheapest options are either on site where your business is or in a studio.
- Time and Scheduling: The complexity of your video and what you want to achieve is also going to affect how long it’s going to take and the cost of doing it. Obviously, a shoot that can be completed in one day will be cheaper than four or five days.
- Video Production
This is the actual shooting of the video and, if your pre-production has been done properly, it should run fairly smoothly. Where you are filming, and the type of video is going to determine what sort of crew you have on board. For example, if you are filming outdoors and there is plenty of noise, you might include an audio operator to help control things in addition to the standard camera operator and director.
Once your video is in the can, so to speak, there’s one more vitally important stage and that’s post-production. This is where your professional video is finally put together using all the filming during the production stage.
This stage can include adding further audio or voiceovers, putting in graphics or animation and subtitles as well as making a range of editorial decisions that help meet the needs of your video. You might have additional costs if you want to use certain music, for example, or stock footage that helps get your message across.
- Distribution and marketing
There’s no point in making an excellent video if no one is going to watch it. You can measure the videos impact from both an audience and business perspective. We can provide the tools and analysis so, you will l be able to tangibly measure your return on investment.
During this stage we’ll:
- Identify your campaign goals
- Put together metrics to measure their performance
- Provide you with reports and statistics on how your video is performing
- Help you understand the results to make better commercial decisions
All five stages of the video creation process are important in their own right and creating a professional finish depends on getting each right.
Working with a video production company should give you a clear route for your project, from initial concept through to final completion and distribution. It ensures you end up with a professional video that is fit for your audience, engages them fully and provides a clear return on investment that benefits your marketing strategy. Talk to us about your video strategy today.
Getting your new business on the map when you first set it up can be a huge challenge. Most start-ups have budget constraints when it comes to important areas like marketing. Fortunately, there is plenty of help out there, including social media, that is ideal for promoting your business.
With so many of us carrying around smartphones and tablets, video content, in particular, has exploded in popularity. Marketing companies and large corporations have understood this for a while and so focus a lot of their marketing fuel in a video direction.
But where does that leave your start-up?
Start-up companies don’t have the longevity or the brand name association of their already existing counterparts or competitors, this is why getting a marketing strategy right is extremely important. Perhaps in the past a start-up budget could not stretch to a professional video being made, but today, as technology improves, the cost of having a creative video is achievable. As videos are becoming the most popular and fastest way to deliver information and engage with customers it is also essential that a start-up utilises this marketing tool effectively.
Here are our top tips for getting your video marketing right first time.
- Develop a Coherent Strategy
There should be a specific reason why you are producing video content. There’s no point in doing it just because everyone else is.
You need to be clear about each video, who it is aimed at, what effect you want to achieve, where you are going to post it and what it’s going to lead in to. Produce content that creates an emotional connection and which your audience are keen to view and share and you essentially give your business marketing a huge head start.
- What Type of Content Are You Creating?
If you understand what your customers are really looking for, it should make it easier to create video content for them.
That could lead you to create how-to videos, testimonials, or something more abstract with a storytelling narrative. You may use a simple head and shoulders shot of the CEO or customers talking about your brand. You might want to put in some animation because it’s something that helps you get your point across quickly and entertainingly.
There are a wide range of choices out there and you need to understand what each brings to the table and how your audience is likely to enjoy or engage with them.
- Creating Your Video Content
The temptation for start-ups is to do as much of the work themselves. That’s relatively easy to accomplish as we’re all carrying around smartphones and tablets. Handheld cameras are relatively inexpensive too. However, DIY videos need to be created with the right production values. A badly shot and edited piece of content can be damaging to your brand and reputation and once it’s out there it can be difficult to control distribution.
Another option is to develop brand ambassadors to create UGC or user-generated content which can be used to spread word about your new business. This can be a difficult one for start-up companies because their reach isn’t as far compared to more established companies.
The final option is to use a professional video production company. The benefit of this is that you get the right equipment and the right people in place. The company will also be able to help you develop a clear strategy for the future. Setting aside some of your start up budget to ensure you have a video that reflects your new brand and its values will be priceless.
- Where to Post Your Videos
Finally, developing a comprehensive video strategy includes understanding where the media can be posted. It’s not enough to put the video on your website or on YouTube. Video content is seen nowadays on social media like Facebook, Instagram and Twitter.
There might even be bloggers and other businesses that can host or embed your video content and give you a wider reach. Creating content for these means that you reach a much wider audience.
The best way to get your start up out there is by creating an imaginative video that reflects what your start up represents, aimed and relevant to your target audience. The team at Tallboy are experts in putting all these pieces together and can advise you every step of the way.