If you’re just starting to implement video production into your marketing strategy, it’s not the kind of thing to jump right into without familiarizing yourself with the waters a bit first.
After all, while using online video for business purposes has become increasingly popular and necessary, it’s still easy to go the wrong way with it, which could mean wasted time and energy.
Think about it. You can reach more people than ever before, but if you fail to create a high-quality, focused video production, all those eyeballs could ultimately work against you.
So, let’s go over the top 3 tips that businesses just getting into video marketing need to remember:
1. First things first, use video the right way, in the right place.
Before anything else, make sure video production is warranted in terms of how and where you intend to use it. Video content is perfect for condensing a lot of information into a small, easy, almost snack-sized package.
So, if your objective is to push or explain certain products or services, tell your company story in a corporate video production, establish your brand voice or personality in some way, send a larger brand message, or if the intended use is for office communications, video is the perfect tool.
However, if you have something longer or more drawn out in mind, video may not be the best form of content to use to create that message, and that’s a decision you’ll have to make.
The point is, for the right reasons, the use of video presents amazing possibilities in terms of reach and visibility. From there, it comes down to how you use the production process.
For instance, social media sites like Vine or Facebook are great for short promotional videos, as part of presentations, calls to action, or engagement campaigns. Something a little longer and more involved, like an explainer, may better suit other channels.
So, go through your objectives, before anything else, to make sure you spend your time and money in the way that makes the most sense for your marketing plan.
2. Don’t shortchange yourself in the developmental stage.
Once you’ve decided where the use of video production services is warranted, no matter the nature or intention of the project, you need to give the necessary time and effort to developing a script or storyboard.
No matter what you think you know or what you think you need to know, a script or storyboard is essentially a blueprint, and you need a blueprint.
It’s the best way to ensure you’ll tell a cohesive story or send the message you truly want to send. It allows you to tailor your content, from the beginning, for the right people.
The storyboarding and/or screenwriting process also helps you chisel your message down to what’s needed and most effective. Often, you’ll find you can drastically trim your concept, and that it’s usually the better for it. Online video audiences have notoriously short attention spans.
This is also a great time to go through your FAQ page or comments or review sections to get an idea of what your script or storyboard needs to say and what can be discarded, based on what, exactly, your target audience’s problems are.
Then you can use that info to customize your video content for a very specific part of your audience.
Part of the reason that video marketing is so effective is its incredible measuring and targeting capabilities. The medium allows you to customize your content for specific audiences, and to keep track of those specific results.
The bottom line is, video production is not the kind of marketing tool you want to play fast and loose with. You’re not using it to its full potential if you do, so take your time in the early developmental stages.
3. Go above and beyond simply selling your brand.
One of the biggest mistakes businesses that are just starting to use video production as part of their marketing strategy make is they worry solely about selling their products or services.
It’s understandable. After all, that’s the point. But you need to go beyond making a commercial video production to showcase your brand’s offerings. You need to give your audience information they can use, not just something they need to purchase to get any use out of.
That’s another reason that the pre-production process is so crucial. You need to figure out a way to make your video interesting, entertaining, and immersive, and do so without shoving product into your audience’s faces.
You also need to allow each video you create to be somewhat unique. Don’t just find a formula and settle on it. Make separate projects with a consistent voice.
Yes, it’s easier said than done, but if, for instance, you’re creating product explainer videos, you need to show how each product works, specifically. Tailor each specific video for the unique personality or capability of each product.
The point is, if you stick with a defined formula or template, the audience will catch on. The trick is to design your video productions so that they showcase what’s unique about a product or service, while still maintaining your established brand voice and personality and giving the audience useful information.
An additional note: If you’re doing a product demo video, showcase your product or service in the kind of setting and scenario in which it would be used in real life. That will help you earn trust and establish some credibility. After all, seeing is believing.
There’s more to it than that, but it’s a start…
Look, there’s a lot more to video marketing than what we’ve talked about here. We were just trying to hit on some of the more common beginner mistakes so you can avoid them.
For instance, novice video marketers need to remember to include CTAs in videos, give titling its due time and thought, write a great description, let happy customers speak for themselves, and to spread their videos around on all the appropriate channels.
Remember: Video should be used as a part of a bigger, more in depth marketing plan. For more information on achieving overall success in today’s online marketplace, check out Climb The Search, a leading search marketing services provider in NJ that comes to KVibe for all their video production needs.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.