When it comes to video marketing, it is important to align it with your brand’s overall strategy in order to succeed. You need to apply the best practices to ensure the video marketing concepts are in sync with the company’s goals.
How to align video content with company goals?
Small businesses don’t always have the experience and resources to create a video marketing campaign and watch it fail. Thus, it is a priority to connect all the marketing efforts, including video marketing, to your company's goals. For example, you may want to attract new clients or create recruitment opportunities and decide to create a video campaign. It should be thoughtfully crafted.
Here are some simple yet effective strategies you can incorporate, together with your well-defined goals:
- Begin with questions in mind
Before creating anything on your storyboard, you need to think about what you want your video to do and how you want to do it. You should identify your audience and where in the marketing funnel the video belongs. You also need to figure out the main message you’re trying to get across. Be clear on the “whys” of your video, so you can move forward.
You should not get surprised if your questions elicit answers you’re not expecting. You may also find some of your team members disagree on how to best position the video. If this situation exists, it is best to get those conversations out of the way, so everybody aligns to the same purpose. You need your team to be in sync.
- Set up SMART goals
After getting clarity on what video marketing should achieve for your business, it is time to establish attainable goals. These objectives will help you determine whether your video marketing strategy is successful or not. Your goals should be: specific, measurable, attainable, relevant, and time-bound — in other words, SMART.
Creating SMART goals is essential for the effectiveness of this project. You need to identify a goal that is specific, measurable, achievable, relevant, and time-bound. It is perfectly okay if you have just one goal for your video since it will be easier for you to focus on the messaging and delivery. For example, your goal could be to increase brand awareness or website traffic by 30% in the next six months. Keep that number in mind when coming up with a title and description for your video.
- Write and produce your video
After your storyboard is complete, it’s time to write a script. The written word is vital to success because it will be the foundation of your video. Keep It Short And Simple. You only have a few seconds to catch someone’s attention. So make sure the first few seconds are powerful enough to entice the viewers to stay until the end. Keep it short, sweet, and simple. Once the script is ready, you can start producing the video. But before you start filming, there are a few things you need to take care of first.
You need to find the right video production company that will understand your vision and turn it into reality. The Internet is a great place to start your search because you can easily find reviews and portfolios of different companies. Once you’ve found a company you think is a good fit, it’s time to sign a contract.
Whether you hire a marketing agency in Miami to produce a video or film your video in-house, expect the experience to require a little time. Shooting a 30-second commercial can take longer than you might expect. There are a lot of processes in the making of the video that should be taken seriously. From scriptwriting to editing and casting to post-production, you need to set aside enough time to get everything done.
- Make sure the video is consistent with your brand identity
Your job does not end after you upload your video. You need to check its performance regularly and monitor how it is. Pinpoint a few KPIs to record and analyze to help measure your SMART goals. This way, you will be able to know whether you have succeeded.
The goals you set should also reflect what your brand is all about. If you have a serious and formal business, your videos should be the same. On the other hand, if you want to show off your company culture, make sure the video is more lighthearted and casual. Be consistent with how you want people to perceive your brand.
No matter how good your video is, it won’t be effective if the script is not up to par. A bad script can easily ruin an otherwise great video. So make sure to invest in a good scriptwriter that can help you create a compelling story that speaks to your target audience. When it comes to marketing, using emotional appeals is always a good idea. This is because people are more likely to remember something that made them feel something. So make sure your video leaves a lasting impression by making use of emotional appeals.
- Always Add A CTA
Always end your video with a call-to-action. This is important in order to ensure that your viewers take action after watching your video. Without a CTA, your video will just be another marketing tool that didn’t quite reach its full potential.
By following these simple yet effective strategies, you can be sure that your video marketing campaign will be a success. Just remember to align it with your company’s goals and invest in a good scriptwriter. With that, you’ll be well on your way to creating a marketing masterpiece.
If this is your first video, you won’t have much of a baseline to work from in terms of knowing whether a KPI is good or bad. However, as you produce more videos in the market, you will start to identify which ones do best. One may go viral while another may have less of an impact. Study these results and leverage them for future video content.
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