Video is becoming an ever-increasingly important part of a business's marketing strategy. If you want to kick start your video marketing, you need to consider several things before talking to a video production company.
These things will ensure you're creating high-quality content that gets your business results.
Identify Your Goals
Before creating any form of content, whether a blog, a post for social media or a video, you need to have a clear idea of your goals; ask yourself why you’re creating this video and what you want it to help you achieve. Is it to help push traffic to your website, increase your brand awareness or increase your sales? Once you know your goals, you will have a better idea of the type of video you should be creating, the contents of that video and which platforms you should be pushing it out on.
Know Your Target Audience
You might know what you want your video to help you achieve, but who are you targeting? Every business should know who its target audience is.
A great tool I use to help identify a target audience is customer personas. The more you know about your target audience, the more tailored your video can be to them. You can focus key messages around topics and content that you know will resonate with those likely to use your services or buy your products.
Have a Budget in Mind
Budget can influence the outcome of your video, which is why it’s important to have a budget in mind. Even if you’re not sure what you pay for video marketing, having a rough idea of the budget will better arm you when speaking to different videographers. Once a videographer knows your budget, they will be able to guide you and tell you what’s possible.
If your budget is too small, wait until you have more to spend and start working on a DIY strategy. Several useful online courses will give you tips and advice to help you get started in the meantime.
Decide on the Type of Video to Create
There are many different types of videos, from documentaries to talking head videos, each suiting different goals.
The content you want to capture, your target audience, business goals and even things like your brand, can all influence the type of video you should be creating. Having an idea of the type of video you wish to create will help a videographer better understand your vision and advise you on the best direction to take.
Consider a Separate Advertising Budget
We’ve already touched on having a budget, but it’s important to think about a separate budget to actually market the video once it’s created. If you want to get your video in front of more people from the beginning, a great way to do this is by running ads through channels like social media.
All ads can be tailored, meaning you can pick your audience's age, gender, interests, and location, ensuring only the people interested in your business will see your video - check out the persona above to figure out these details!
You can also select a specific budget, and almost all social media platforms will forecast how many people they expect will see and engage with your ad. Although organic content is king, running ads alongside can along benefit your business.
Which Platforms Will You be Publishing Video Onto
Before creating a video, you should think about the different platforms you will be pushing it out onto. Whether that’s your website, Instagram or YouTube, each platform or channel has its own specifications when it comes to video. Some limit video length, size and even aspect ratio. If you know where your video will be appearing, you will ensure the video content you create is best suited to those specific platforms and the audiences who live there.