Video marketing is a powerful tool to increase brand #awareness, boost customer #engagement and convert #leads into #sales. But great tools don’t automatically lead to success in marketing anymore just because...
Indeed, it can be counterproductive to assume that throwing money into video will fix all your problems without thinking very carefully about exactly how you expect it to help.
Nowadays, everyone thinks that digital marketing is just a matter of ads and that anyone is capable of doing it just because they know the basics, nothing could be further from the truth.
Strategies are situation-specific – they’re linked to your context and what you’re trying to achieve (You can't eat all the dishes on the menu at the same dinner)
Factors like distribution, target audience, SMART #objectives and other pre-production aspects such as #script writing, budget, and keeping in mind creating a #storyboard will vary across the likes of an explainer video or ads…
The good news is that all #marketing strategies follow certain principles that you can apply to your project. Here’s a checklist you can use to sharpen your approach to video #production, so it generates maximum return on investment:
1. Understand pretty clear what you want to achieve with your video and why is important
Are you strong among #millennials but relatively unknown among Gen Z? Then the opportunity could be to grow awareness in that market #segment, perhaps by using more social media videos, particularly on hot channels like #TikTok.
Are you struggling with brand engagement? Then your video strategy may need to focus more on editorially-led videos telling stories or sharing tips that resonate with your audience. If you’re trying to close sales, your video strategy will need to focus more on overcoming the barriers to conversion, for example with FAQs or customer testimonials addressing common doubts.
2. The other key context for a video strategy is the state of the competition. How are you different? What do they do better? Where can you win?
For example, If you’re launching in a new market where the established leader has a strong social media following with a slick, cinematic video offering, you may struggle to stand out by doing exactly the same; an influencer-led social media #video strategy may be more effective.
3. Think about your audience
Standing out really involves knowing yourself and the brand product. What is your brand identity? What is your tone of voice? Your #story? How does your company make people feel? You can then figure out how to translate that into your video production, such as your choice of direction #styles, the language used in your #scripts and the #music you choose.
You can’t always just use the same social media videos across all channels not only are the formats different, they also need to be optimized with different lengths, styles, and tones.
4. Measure, learn, improve
One of the great strengths of video creation in marketing is the richness of data it can provide. With the right analytics in place, you can find out not just how many people see the video and click on it, but also who they are, how long they watch for, at what point they drop off, and what they do next.
The key is to set clear #metrics of success in your video brief so that you can be sure you’re measuring the right thing and accurately calculate your return on investment. Like any other marketing tool, video isn’t something to throw money at for the sake of it – it can unlock powerful business benefits, but it needs a strategy.
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