You have a cause to promote or a new product to launch. You’re looking to connect consumers with your brand, or simply get the word out there about what it is you do. You’ve decided to allocate some of your budget to video production, but before renting the cameras or even before writing the shooting script, you need a video strategy. It’s an essential step many businesses and organizations skip, one that could either make your video a huge success or — if done improperly — a chaotic disaster.
Consult the Experts
If you were installing a new network in your office, you wouldn’t tackle it yourself just because someone on your staff is good with computers, right? You’d call in an IT expert. Don’t assume because you have a dynamic marketing team that they’re ready to make the leap to video campaigns without professional guidance.
Decide on the Overall Goals
Whether you plan on making one video or 20 videos, define campaign’s goals. These goals may cross over with the overall goals of your business or organization. For example:
- To build your online presence
- To increase sales
- To increase brand awareness
Shelve these goals for now as you develop a strategy to make your video a small part of your company or organization’s overall goals. You can’t expect everything from a single Corporate Advertising Video; you’ll write that video off as a failure if you can’t achieve it all. Videos are made for more defined goals.
Define the Video’s Goals
An essential part of your video strategy is determining the individual video’s goals. Ask yourself to define the goal of the video in one sentence. For example, it might be:
- To launch a new product or service
- To instruct consumers on how to use a product
- To introduce consumers to your company
- To drive more traffic to your site
- To get more followers for your social media profiles
This smaller goal should serve an overall goal. For instance, driving traffic to your website or increasing the number of followers of your social media profiles can help build your online presence. Once you have an individual goal defined, your strategy to achieve that goal — and achieve success with the video — will fall into place.
Acknowledging the importance of videos in the modern marketing arena is the first step to success for your business or organization, as Forbes reports more than 90 percent of marketers rely on videos in their content marketing campaigns. However, preparing your video strategy is an important second step — and not one you should tackle alone.
by Adam Krell