If you’ve ever visited the KVibe blog, you’ll know how necessary we believe that video production for business is these days. It’s the next logical step in the evolution of online marketing.
You’ll also know that video marketing, no matter the nature or size of the project, is easier and more affordable than ever.
But this post isn’t about how easy a single video production can be, but some of the things you need to consider when coming up with an effective long-term video marketing strategy for your brand.
After all, as a result of video becoming more accessible to businesses of all sizes, everybody’s making them, which means it’s not just about coming up with a clever concept and achieving quality production anymore.
Now you need to seriously think about designing a long-term plan to succeed. Before you move forward and risk wasting a lot of time, energy, and money, though, let’s go over the top tips for crafting a truly epic video marketing strategy.
Think carefully about the audience and your goals.
Many companies just starting out in commercial or corporate video production think a generic company history or brief explainer video will do the trick. While something like that can probably help, you need to remember that every video marketing rookie goes that route.
While there are many ways to get creative and make original company explainer videos—think Dollar Shave Club—sometimes that’s not the best approach.
Every business and brand identity is different, which means the target audiences differ as well. Not only that, but different companies want different outcomes from their video productions.
So before you come up with a video production plan, you need to think about your mission, what you want to get out of your efforts, and what your audience likely wants to get out of their video content.
Do you want to use video production services for purely promotional reasons? Or are you looking to simply offer your audience helpful information, via video production, that solves a common problem or demonstrates how to use a product?
You can design a plan that blends different approaches too. The point is, it’s up to you to choose a path that aligns with your brand identity, your mission, and the message you’re trying to send your customers, both current and potential.
Now, craft an outline and start assembling your team.
Once you’ve determined the kinds of video content that will best serve your objectives and have the biggest impact on your audience, it’s about organizing your ideas to form a coordinated plan.
You need to outline the full scope of the content you intend to produce, which usually entails categorizing it by the function you want it to serve.
You’ll also want to start scheduling when you’re going to disperse the content. If you’re producing a video series, you can determine how to unravel it to the audience, or you can time your videos to coincide with upcoming product launches or events to keep your brand fresh in people’s minds.
At this point, you’ll have an aerial view of your plan. Now you can start brainstorming the best ways to serve these specific functions and tell these stories and, therefore, you’ll start to get an idea of what the production process should look like.
With that information, you can start to assemble your team. You may find you have someone in-house, or even an internal crew, that can handle your video production needs, or that you need to bring an outside video production company in.
Some companies outsource a company to simply oversee the process and then use their own staff to handle much of the work. That’s a decision you’ll have to make. The important thing is that everyone fully understands their role and responsibilities.
Some things, almost every video production plan could use.
While there are some approaches to designing a video marketing strategy that work from some businesses better than others depending on their goals and customers, other methods almost always work.
For instance, you pretty much can’t miss with How-To or Tips videos. Whether they’re explaining how to use a product, solve a common issue, or giving advice about something else, the point is that every customer base has people that could use some help.
The same goes for Calls-to-Action, or CTAs. You’d be surprised by how many businesses or the video production companies they’re working with neglect to include CTAs as a central part of their video production plans.
It’s as easy as inserting a coupon code that potential customers can then use on your company website or, if you’re looking to attract local customers, you could offer a discount to anyone who says a code word from the video, or simply mentions that they saw it, when they come to your location.
So remember, you can take all the necessary time and pay for the highest production quality you can find, but if your target audience doesn’t know what to do after they watch your videos, entertained or not, they’ll most likely forget about them, and you.
On top of that, modern online video audiences are craving short-form content, so you should always try to incorporate short videos into the plan.
Find the right home for your video content.
From there, you need to think about the place, or places, that your video content will call home.
Obviously, you need some video content on your website, but then there are websites like YouTube and Vimeo to consider, and even Vine if you plan for it in production.
Just like the content and style of your videos should be dictated by your goals and the preferences of your target audience, where you display your videos should also depend on those factors.
Coming up with the right video marketing strategy can be difficult, but we hope these tips help you to get you pointed in the right direction. Good luck!
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial video production, KVibe offers the total package of multimedia services from development through distribution.