Creating a marketing video is already tough as it is. Using it to engage your audience makes it even more challenging. This is why some companies hire video production companies to make sure each step of the process works seamlessly.
If you need help how to leverage your marketing video and use it to in small business marketing, below are some tips you might want to keep in mind.
Prioritize your goals
Just like any other tasks, it should all start with having a clear vision on what you want to achieve. Do you want to introduce a new brand or service to your audience? Are you planning to use the video to drive traffic to your website? Do you want to increase brand awareness? By setting your goals, you will have a clearer picture on how to take the next steps and eventually get the outcome that you want.
Identify your audience
Research about who your audience is to have an idea on how to target them. It’s important that you know how they prefer to consume content and in which social media networks they spend their time while online. Learn whether they follow influencers or if they enjoy their social media accounts. These are just some of the factors that could greatly impact how you would create the video and where you would market it.
Learn from your previous marketing strategies
If you already have an existing video marketing strategy, look into it. Assess areas that you can improve its quality or gather data on how you can better promote it. If you don’t have a previous video to inspect, try checking the work of your competitors. How can you improve their work? What will you change if it were your brand’s video? Use it as a guide but don’t plagiarize or copy its content.
Offer something new
Viewers always appreciate it when brands offer something new. With the number of videos, they see on their newsfeed every single day, it’s always worth sharing a content that makes them think, smile, or laugh. Plus, unique videos have better chances of trending and audience find it easier to remember them.
Be willing to spend on paid traffic
There are three forms of distribution that will help your audience find your video content. These forms include earned, paid, and owned media. While organic traffic is always an ideal way to be reached by your target audience, it wouldn’t hurt to spend a little for paid traffic. It will help you boost your chances of reaching more audience in just a few minutes or hours. It will still depend on you what ratio of your resources you are willing to dedicate to each form. Successful video campaigns usually have a mix of all three forms.
Plan how to distribute the video
It pays to have a plan on how you will distribute the video throughout different social media platforms. If your goal is to reach a broad number of audience, then consider paying some ads or promotions on YouTube or Facebook. It will also help to ask all of your staff to share the video to further spread the news about it.
How to use corporate videos for your brand’s storytelling?
Brand video storytelling has become popular these days. Social media platforms like Facebook and Instagram have embraced it as well as the technology surrounding it. The price points have come down on how to keep up with this change have also come down. Moreover, audiences have come to expect it as a way of communication.
In a 2014 survey by Levels Beyond, about 40% of consumers prefer watching a brand video rather than read the same information. This gives brands an awesome opportunity to tell their story in a compelling way.
The Power of Using a Brand Video
Video marketing is not just a fad. It will continue to be a powerful way for brands to form a connection with their audience. They can use it as a medium to build an emotional connection.
Besides being visually stimulating, it also elicits an emotional reaction from the viewers. It happens when your audience views a video or watches a story. During this event, their emotions can actually start to mirror what’s on screen – it’s the same physical reaction you feel when you watch a scary movie.
Creating Customer Satisfaction
Social media make it easier for your audience to review your product or service. And these days when cannot identify real reviews from fake ones, we trust our peers and families more than ever to tell us whether a product is good or not. This forces companies to be more careful with their reputation by making sure they offer quality service and manage reviews properly. As a brand, you can also use your own story of satisfied customers. Share their best opinion about your brand, what they got, and how it has improved or resolved their problems in life. Here are tips on what your video should be about for it to be a hit:
It Should Solve a Problem
To really connect with an audience, you need to relate back to them or the things they worry and care about. Some of the best brand stories are driven by the desire to solve a specific problem your target audience are struggling with.
It Should Be Honest
Today’s viewers know what is real from fake. They can easily find out if you are true to your brand’s values. Therefore, you want to embrace honesty and show your brand as it really is. It can be one of your strengths and your audience will trust you more once they see that you work based on this awesome value.
It Should Stand Out
No matter how highly budgeted your video is, if it is indistinguishable from its competition, then it will not be as effective as you wish it would be. Your corporate video has to uniquely represent your brand for it to help you to stand out among your competition.
It Should Connect Emotionally
As mentioned above, emotional connection helps you elicit an emotional reaction from your audience. It drives many of your audience’s purchasing decisions so you want it to be a formula in your corporate videos.