Creating a marketing video is already tough as it is. Using it to engage your audience makes it even more challenging. This is why some companies hire video production companies to make sure each step of the process works seamlessly.
If you need help how to leverage your marketing video and use it to in small business marketing, below are some tips you might want to keep in mind.
Prioritize your goals
Just like any other tasks, it should all start with having a clear vision on what you want to achieve. Do you want to introduce a new brand or service to your audience? Are you planning to use the video to drive traffic to your website? Do you want to increase brand awareness? By setting your goals, you will have a clearer picture on how to take the next steps and eventually get the outcome that you want.
Identify your audience
Research about who your audience is to have an idea on how to target them. It's important that you know how they prefer to consume content and in which social media networks they spend their time while online. Learn whether they follow influencers or if they enjoy their social media accounts. These are just some of the factors that could greatly impact how you would create the video and where you would market it.
Learn from your previous marketing strategies
If you already have an existing video marketing strategy, look into it. Assess areas that you can improve its quality or gather data on how you can better promote it. If you don't have a previous video to inspect, try checking the work of your competitors. How can you improve their work? What will you change if it were your brand's video? Use it as a guide but don't plagiarize or copy its content.
Offer something new
Viewers always appreciate it when brands offer something new. With the number of videos, they see on their newsfeed every single day, it's always worth sharing a content that makes them think, smile, or laugh. Plus, unique videos have better chances of trending and audience find it easier to remember them.
Be willing to spend on paid traffic
There are three forms of distribution that will help your audience find your video content. These forms include earned, paid, and owned media. While organic traffic is always an ideal way to be reached by your target audience, it wouldn’t hurt to spend a little for paid traffic. It will help you boost your chances of reaching more audience in just a few minutes or hours. It will still depend on you what ratio of your resources you are willing to dedicate to each form. Successful video campaigns usually have a mix of all three forms.
Plan how to distribute the video
It pays to have a plan on how you will distribute the video throughout different social media platforms. If your goal is to reach a broad number of audience, then consider paying some ads or promotions on YouTube or Facebook. It will also help to ask all of your staff to share the video to further spread the news about it.
How to use corporate videos for your brand's storytelling?
Brand video storytelling has become popular these days. Social media platforms like Facebook and Instagram have embraced it as well as the technology surrounding it. The price points have come down on how to keep up with this change have also come down. Moreover, audiences have come to expect it as a way of communication.
In a 2014 survey by Levels Beyond, about 40% of consumers prefer watching a brand video rather than read the same information. This gives brands an awesome opportunity to tell their story in a compelling way.
The Power of Using a Brand Video
Video marketing is not just a fad. It will continue to be a powerful way for brands to form a connection with their audience. They can use it as a medium to build an emotional connection.
Besides being visually stimulating, it also elicits an emotional reaction from the viewers. It happens when your audience views a video or watches a story. During this event, their emotions can actually start to mirror what’s on screen – it’s the same physical reaction you feel when you watch a scary movie.
Creating Customer Satisfaction
Social media make it easier for your audience to review your product or service. And these days when cannot identify real reviews from fake ones, we trust our peers and families more than ever to tell us whether a product is good or not. This forces companies to be more careful with their reputation by making sure they offer quality service and manage reviews properly. As a brand, you can also use your own story of satisfied customers. Share their best opinion about your brand, what they got, and how it has improved or resolved their problems in life. Here are tips on what your video should be about for it to be a hit:
It Should Solve a Problem
To really connect with an audience, you need to relate back to them or the things they worry and care about. Some of the best brand stories are driven by the desire to solve a specific problem your target audience are struggling with.
It Should Be Honest
Today's viewers know what is real from fake. They can easily find out if you are true to your brand’s values. Therefore, you want to embrace honesty and show your brand as it really is. It can be one of your strengths and your audience will trust you more once they see that you work based on this awesome value.
It Should Stand Out
No matter how highly budgeted your video is, if it is indistinguishable from its competition, then it will not be as effective as you wish it would be. Your corporate video has to uniquely represent your brand for it to help you to stand out among your competition.
It Should Connect Emotionally
As mentioned above, emotional connection helps you elicit an emotional reaction from your audience. It drives many of your audience’s purchasing decisions so you want it to be a formula in your corporate videos.
Steps to writing an effective corporate video script
Do you want to know how to write an effective corporate video script? Are you after creating a script that drives results and helps you reach your video marketing goals? Then you need to read on this article as we have compiled some of the simplest tips to help you get started with script writing.
Whether it’s a promotional brand film, a corporate video for marketing use or a video for social media or your website, a well-written script you can help inspire your audience into taking action.
Here are some tips you need to keep in mind:
Write a Video Brief First
For you to write a script that gets the results you want, then you will need to first write a video brief. Don’t immediately jump into writing your character’s first line. Planning how the video will flow will help you better layout the message that you want your audience to receive. Not only does a video brief help you know your objectives, but it also helps you better understand your audience and the message you want to send to them.
Through a well-planned brief, you will have a deeper understanding of how to communicate with your audience by knowing which words in your script will motivate them. You’ll be able to make a marketing story arc that will engage them, make your video relatable, and have relevant and compelling content which will eventually result in the desired action you wish them to take.
Keep it Simple
Regardless of the type of video you are planning to make, the key to effectively ensuring that your message will get across is through simplicity. A corporate video production should focus on a certain message that will clearly mirror your brand’s vision without getting bogged down in details. You don’t want to use complicated dialogue or have too much information. Remember that your audience needs to walk away from your video having all of the information you are imparting. Therefore, focusing your video script is one of the few main points that will serve you well.
Watch the Length
If it’s your first time to create a video production to promote your brand, you may be thinking of adding as much information as you can. The tendency is to cram the video with information just to be able to sell a product or service. This is understandable since you want to get across more message in the project. The only down side is that doing this can lead to a video that confuses your viewers. As a rule of thumb, less is often more when it comes to creating videos so the script that translates to a corporate video between 1 and 3 minutes long is more likely to be ideal.
Know Your Audience
Ensure your script is written in a way that is appropriate to the audience you are targeting. Your audience will be your most important critique. You’ll want to be sure you match their language to target the right demographic. For instance, if your target audience is 20 – 30 years old young professionals, you want your script to reflect a young and modern feel so that your viewers are better able to connect with the message.
Do's and don'ts of corporate video production
Online marketing is becoming more and more popular each day as it several advantages through social media and other sites. If you scroll through your newsfeed you will notice that there are many brands using it to promote their products and services. Many companies are also moving towards video production for them to effectively reach more audience.
Whether your company is working with a video production company or you want to produce the video yourself, knowing the dos and don’ts before filming starts can help ensure that the outcome will properly showcase your story and will reach potential customers.
Below are some do’s and don’ts to keep in mind each time you wish to do corporate video production.
Do: Always consider the length of the video
Regardless of the subject of the corporate videos you’re producing, it’s highly recommended to decide on the right video length. If the video is too short, it will be hard to get across all the necessary information to ensure conversion. On the other hand, videos that are too long will have the risk of losing your audience’s interest before they reach the end.
Don’t: Do everything on your own
Corporate video production is not an easy task and it takes time when done right. If you don't want to take your marketing team away from their valuable tasks, you can always outsource the task to a video production company. This will still allow you to work closely on the video project. Just make sure you schedule regular check-ins so you can oversee all the video production as well as editing.
Do: Connect with your audience
No matter how great your story is if it's not relatable or entertaining, it will be hard to make an emotional connection with your audience. By having an emotional and deeper connection with your target audience, it will be easier to convince them to trust your brand or purchase your product. You can create a documentary to tell how a product has improved your customer’s life or help your viewers relate to your story. This way, your content will become more relatable.
Don’t: Oversell your product
Unless your viewer subscribed to watch a product demo video of your brand, they will less likely to sit through a video that is too salesy. Instead of overselling your product, use a thought leadership video to share your expertise on a certain topic. You only want to include your branding or link to your brand’s website at the end of the video.
Do: Write a compelling script
When creating a script, be sure to be specific with the message that you want to convey. It should be direct to the point and with one purpose because telling too many stories could confuse your viewers. They might also lose interest along the way and not finish watching the video. So be sure to only tell stories that will attract the interests of your viewers so as not to miss the opportunity of engaging them.
If your staff members are already swamped with tasks or do not have the skills to finish the task, there are always corporate video production companies who are willing to help you. One of the best companies in Singapore you can trust is Reelmedia Ptd Lte. We have years of experience in producing quality videos and helping businesses reach their digital marketing goals.