You have decided that video is a great tool for your companies marketing strategy, but how do you get started?
There are 6 main questions you need to ask, to make sure your campaign will run smoothly and effectively.
Who Is Your Target Audience?
Who are your customers? What do they do? What is their income?
Figuring out who your target customer is will help you to craft a campaign that reaches the right people.
I highly recommend that you build up a customer persona.
What Is The Videos Goal?
Do you want to increase brand awareness? Sell more products? Get more views on your website?
Having predefined goals can help shape the success of your video marketing. The goals need to be trackable, so that you can see if the video is having the desired effect.
Where Will The Video Be Published?
Different platforms require videos to be optimised in different ways.
For example, Instagram videos work best in a portrait aspect ratio, and should have subtitles burnt onto the video.
With YouTube videos, you want a wide screen aspect ratio, and the subtitles to be on a separate file that you can upload.
Make sure you know what platforms your videos will be on, so that you can optimise them for distribution.
When Is Your Deadline?
Having a deadline will shape what can be achieved and your budget.
More complex videos can take longer, so if you needed it out yesterday, you may need to rethink the project.
What Is The Budget?
Videos can be expensive. You need to think realistically about your budget.
Do some research and take into account the cost of producing the video and then promoting it.
You could be after a talking head, or you could want Jurassic Park. Each would have vastly different production costs.
What Style Of Video Do You Want?
Video marketing can come in many forms. It could be live-action with actors, an animation, a live stream, or our personal favourite, a short-form documentary-style film.
Each has its own use and benefits.
Set up a document and collaborate with those involved in your decision making process.
If you answer all of these questions, you will be on track for success.