Video marketing has become the latest hot trend in communications strategies. With its entertainment value, not to mention its engagement value, video is your target audience’s best connection to you outside a face-to-face meeting.
How do you get the ball rolling with a video marketing strategy? While you may be a savvy communicator and adapted to social media through traditional routes – even content marketing (blogging) – you still lack the skill and technology to make the the video marketing leap. Well, that’s not necessarily the worst problem to have. The problem you have right now is your boss or your client is wanting one of those nifty “Demo Videos” on the homepage of their website, and they want it NOW.
First of all, you have to address the fears confronting you about video marketing:
- What about the cost of equipment and software?
- How does it blend with the existing marketing strategy?
- How can you measure effectiveness?
Those are just the ones we hear the most…
I get it. I own a business. Virtually every decision, at its core, starts with the bottom line. How much does it cost in hard goods – equipment, software, etc.; how much does it cost in soft goods – time, training, learning curve, staff, etc. How do you measure the investment of those goods against the return from the final product (ROI).
Start small and get the rhythm of video marketing.
Why go out and buy a $4K camera with a 200GB Solid State drive and interchangeable lens mounts (an investment of $5K or better), when an iPhone (check out this video shot on iPhone and tell me if they’re good enough) or any number of mobile devices will do? I don’t know a single communications professional (or human for that matter) without a “phone” that shoots 1080p (that’s a BUNCH of pixels… TV-Quality… mmmkay?) video. The video produced by modern digital devices is more than sufficient for web. Remember, you’re not shooting James Cameron’s “Titanic II, Jack’s Revenge.”
Editing, too, can be done on mobile devices with any number of FREE apps. Generally, those end up looking like you edited it for FREE, but I’m kind of a production snob. In all honesty, if you use a tripod or stable mount, hold the device horizontally (vertical video is worthy of a sound flogging and is generally a no-no), and shoot in natural light (near a bright window, well-lit room, outside, etc.) you should be okay. Then, you can purchase or download iMovie or make a small investment into Adobe Premier or FinalCutX (both with free trials) and you’ll have more editing bells and whistles than you know what to do with.
Create a video marketing plan that complements your existing marketing goals.
Good marketers have a plan. Bad marketers have no reason for video. Yep, I said it, if you don’t have a plan, producing a video is a waste of time.
Research has proven video marketing works. Brainshark stated that, if used in email, video can boost open rates by 20% and increase click-through by 2-3x. 73 percent of marketers have also stated that they’ve seen a positive return on investment with video marketing. But in each scenario, the research shows video was part of a larger, more comprehensive marketing plan. No solo video – viral or not – will make your phone ring.
The WORST thing you can do (after shooting the vertical video) is to plop your CEO in front of the camera and let him loose to spew all sorts of incongruous technical nonsense that will do nothing but confuse and turn your target audience away. Sure, it’s a hell of an ego trip, but that’s about it. Your CEO will look like a pompous ass and you will soon be out of a job.
At a minimum, answer these base “5 W’s” of marketing communications:
- Who am I talking to?
- What do THEY need?
- When is the best time to engage?
- Where can I deliver this message?
- Why do I think I can help them?
Another good question to add to that list is: “WIIFM?” That stands for the question every customer wants to know: “What’s In It For Me?”
Map how you (*they) got there.
At the end of it all, you need to know if the video marketing effort is making you money. You need to be able to track views and leads generated.
Video analytics offered on social media platforms today are as prevalent as the number of tweets Donald Trump sends out each day. With the right monitoring, you can track how many people clicked on/viewed your video, liked it, shared it, etc. But tracking shouldn’t stop there. You also need to document the demographic breakdown of your audience, how long the video was viewed, and how many people clicked your call-to-action. This is the best way to learn about your customers’ content preferences, ultimately helping better customize your content to their needs.
Get in the game.
In 2016, almost every social media platform has implemented video in one way or another. Some hugely popular apps are solely about quick, consumable video. It is no doubt due to the fact that people are attracted to a moving image and an engaging face more than any other content.
Over 500 million people are watching Facebook videos every day. YouTube, owned by Google, is the 2nd largest search engine in the World. The implementation of video into your marketing is just a smart decision. If you do it smart.
If you need more information or would like help producing truly engaging video marketing programs, please don’t hesitate to contact us. This is what we do and we love every minute of it.
Until next time…
Andrew B. Clark – The Brand Chef