Any successful corporate video production company would know that coming up with successful marketing plans for their clients is not easy. For starters, they have to get to know your industry and your target market.
Seasoned video production companies like Reelmedia understands how the consumer thinks. In order to have a successful campaign, companies have to think like the consumers.
It isn’t enough to have an amazing video, you need to also have an impactful message for the audience.
Building a Video Marketing Strategy for Your Business
Traditional businesses are now taking the Internet by storm. The internet has paved the way for businesses to get a wider reach. But how do you make an effective marketing strategy?
They say a picture paints a thousand words but what more if you try video as part of your marketing campaign? Try to ask any average marketer about their video marketing tactics and you’ll probably get a shrug.
Mind you, every marketer knows that videos are crucial. After all, people nowadays spend one-third of their time watching video content online. When there are viewers there are ad contents as well.
According to Wyzowl’s Video Marketing Statistics 2018 Survey, 81% of businesses in the US use video as a marketing tool and 81% of the viewers who watched these videos were either convinced to buy a product or service just by watching the video of a brand company.
Now that you know the importance of corporate video marketing for your business, how can you launch a successful video marketing campaign that will bring in more engagements and more results?
Understanding Your Audience and Setting Campaign Goals
In order to be successful with any campaigns, you need to start with your research. Find out your target audience, what type of content tends to generate better engagements, and find out what channels they would likely stay on.
There is no point creating a very good quality video content and have it played on a channel or website that your target audience doesn’t visit.
Another thing you need to consider is finding out what goals are you trying to reach with a specific video marketing campaign. Is it to drive awareness, sales, traffic, or all of the three? To make a more compelling corporate video marketing campaign through connecting with your customers, use the right tone of voice and message to reach them.
It is important to spend time gathering consumer insights before setting out to create and launch your video marketing campaigns because these insights will guide you as to the type of corporate video you need to produce and how much you will be shelling out for production.
Stay on the Brand and Spread Your Message Across
You might think that video is not part of marketing but this is the most powerful type of marketing and this is also a way for you to do a brand refresh. Keep in mind that your audience, who might be surprised with your content would still know who and what is speaking to them.
According to several studies conducted, companies who are consistent with their branding are estimated to be 20% more successful than those that don’t.
If your video is on YouTube or a social media channel, then take advantage of that by linking your site or a landing page with a clear, on-brand creative, and messaging that is unified on all your channels or platforms. Consistency is key for your brand and with any successful marketing campaigns.
Ensure that Your Video Budget is Sensible
There are marketers that make mistakes thinking that shelling out a ton of money into a video campaign is assured a huge success. On the contrary, not paying enough on a good video campaign can hurt a brand’s image. Low-quality videos won’t be able to make a good impression and will not do a good job of delivering the message you want to impart.
When writing the video content, you need to keep your campaign goals in mind and spend the budget well. Consider producing short videos especially for known social channels like Snapchat, Instagram, and Twitter.
Just make sure to keep your brand always in mind through all your messages and videos. It’s effective to create a video with a captivating story.
It also helps to connect or use influencers–these don’t have to be celebrities but they can be industry experts, YouTube celebrities, and those who have a large audience to reach. Just make sure though that the influencer you want to use represents the company.
You might be wondering how to reach out to these influencers? Start by checking their social media profiles, their reputation, and topics that they feature in their own channels. The key is to always keep in mind that you want to bring value to your brand.
Optimise Your Videos and Target for Each Channel
The goal when optimising videos is to get as much engagement as possible, have a higher chance of getting viewed, and become easy for the search engines to pick. Most social media channels prefer short videos so it is advisable to put your message as succinctly and clearly as possible.
On another note, a person’s attention span is short, so you need to make sure that you capture their interest in the first 10 seconds of your video.
Test and Measure the Success of the Campaign
A/B testing will help you figure out what elements in your campaign are working or not. Perhaps it is not the visuals of the video or its creative that captured the attention but the message so doing a split test is recommended.
There are 5 ways a marketer can measure the success of a campaign:
This measures the interaction that someone has with your video. Note the time spent on the video and if they watched the video in its entirety or if they just watched portions of it. This should give you an idea of the quality of your message, creativity, and the duration of the video.
This is how many times a video has been watched but mind you, this varies across the different channels.
This is the number of visitors who actually click the play button to watch the video.
This is the measurement of the number of times the video has been shared by people on social media channels.
Comments and Feedback
This is not actually a metric but this is really important for any campaign to pay attention to.
These tips can help you gauge the success of your video marketing campaigns. However, the last piece of your video marketing is the video retargeting. This can help make sure that you can connect the video ads to your shoppers.