“Stop thinking of ‘video marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”
– James Wedmore
We couldn’t agree with that statement more!
OK, so right now you’re probably thinking to yourself, “Well sure, you’re a video production company, of course you’d say that.” Well, yes. However, the fact is, more and more people are consuming video content. Cisco predicts that by 2019, 80% of the world’s internet traffic will be video. So, if your business doesn’t use video, you’re missing out on reaching a whole lot of people aka potential customers.
If you’re not sure where to start with this whole video thing, you’re in luck. Here are 7 tips for how to get started using video for your business.
- Do some research.
Watch videos from other businesses, within your niche and from outside it. Note what you like or dislike in terms of style and concept. Notice how other brands are telling their stories.
- Identify your audience.
You need to determine whom you want to reach. If you want to target different groups, you might need to consider multiple videos geared for each one. One video does not fit all. Producing videos that try to be all things to all people is simply not effective.
- Figure out your message.
What do you want people to know about you? What makes you unique? Think in terms of short sentences or keywords. Your message needs to be clear and concise. Do not cram a laundry list of products or services into a single video. If you have a lot to say, then consider a series of shorter videos, each focused on a different aspect of what you do or what makes you stand out. Also, it’s important to tailor your message to your audience. People are fickle. They want to watch stuff they can relate to and is about them. Think of it this way. Women might be your target audience in a general sense, but there is a big difference between what will interest a 40-year old mom and a 20-something single woman. Again, one video does not fit all.
- Consider where your message will be seen.
Think about where and how viewers will be watching your video. This can impact how you get your message across and how you reach your target audience. Viewers on Facebook will likely not have the sound on, whereas if they see the video on your website or Youtube channel they will have the sound on. You might want to consider taking a two-minute video for your website and doing a teaser version for Instagram, Twitter, and Facebook.
- Determine what you’re willing to spend.
Just like there is no one answer to how much does a car cost, there is no simple answer to how much does a video cost. There a lot of factors that come into play. For a car, it depends on the make, model, and accessories. It’s kind of the same thing with video. How long will the video be? Do you need a script or is it interviews? Do you want to shoot at one location or many? Do you want actors? Professional voiceover? 3D graphics? Do you want to buy music? Knowing what you’re willing or able to spend ahead of time helps give the project parameters and helps manage expectations, of both you and your video production company.
- Hire the right video people.
It’s important to find a company that can work within your budget, but, that more importantly, is going to create quality content in a way that reflects the quality of your brand. The right company might be the cheapest or it might not be. Of course, this doesn’t mean you automatically should go with the most expensive either. This is just to encourage you to examine other non-monetary factors in addition to the price when hiring a video production company. Beyond the cost, you need to feel comfortable collaborating with your production company. The right company will take the time to listen, offer real suggestions, try to guide you based on experience, and make it an enjoyable experience. (At least that’s how we approach things.)
- Plan ahead.
Don’t just think one video is going to be all you need forever and ever. Sure it could be, but it’s better to plan ahead. Being able to roll out new videos over the long haul will help you stay top of mind with your audience. It’s about reach and frequency. Reach your target audience, and then keep their attention with engaging fresh content.
Video connects customers to you, your brand, your products, and services. It’s a powerful piece of the marketing puzzle. For ideas on how you can use it, get in touch with us. We’re happy to help.