Any time you start a new project, it can seem a little overwhelming at first. There's that initial question of "Where do I even begin?" Of course, every company is different; however, there are a few things you can do to help smooth the process of introducing video into your marketing strategy.
1) Know Your Audience Or Target Audience
This is, arguably, the most important step to any marketing strategy, and video marketing is no different. You can begin by asking yourself questions such as:
- Are you going to target the same audience you already have or a new one?
- Will your audience be male, female, or both?
- Will your audience be primarily older or younger?
- What platforms will you be using to reach your audience through your video(s)?
- What emotions drive your audience?
2) Start Off Slowly And With Variety
Go big or go home, right? Maybe not. Sometimes you think video will best serve one of your goals, but your audience reacts in an unexpected way and a different goal is impacted. You may think videos about one thing will get the biggest reaction from your audience, but then realize that you actually get a lot more engagement when you highlight a different topic or talk about the topic in a different way.
Video outperforms other forms of digital communication in essentially every form of engagement. Because it has such high engagement, video also gives you the opportunity - especially when used on social media - to learn more about your audience when you monitor the number of views, comments, shares, and type of reactions different videos receive.
At Yellow Wood Media Solutions, we either suggest that you start off with our READY or SET packages or work with us to create your own package that fits your unique needs and has a combination of video types and styles.
3) Set Goals With Reasonable Expectations
Not to burst any bubbles, but setting a goal of "Have video go viral" probably isn't a reasonable expectation. That isn't exactly the sort of thing you can plan. What you can do, for example, is look at how many people your current Facebook posts are reaching and set a goal that posts with videos will double your reach. So, just as you do with other goals, look at what you currently have and work to set measurable, time-specific, and measurable goals for your videos.
Here are some questions to ask yourself as you set your goals:
- Do you want to increase your social media presence? How will that be measured?
- How will you measure the success of the video? In what time frame?
- What is the action you want your audience to carry out after watching this video? How will that call-to-action come through in the video?
4) Tell Your Story, Not Your Sales Pitch
Think about the 3 videos you most recently watched on social media. What were they about? Mine include a story about dogs being rescued by an animal shelter, an adoption story, and a story from a family about what it's like living in a multi-generational household.
All 3 of these stories were put out by companies who no doubt had a specific marketing goal in mind, but they used a story to get me to listen. Would I have watched the animal shelter video if the introduction was the CEO asking me for a donation? Nope, I would have kept right on scrolling.
If you're thinking you don't have a story to tell, I would respectfully disagree. Every person, every organization has a story to tell. Here are some questions to get you thinking about different stories you may have in your organization:
- Do you have a client or customer who has been greatly impacted by your product or service?
- Why was your organization established? What's your purpose? What makes you unique?
- Do you have a longtime employee who is passionate about the work your company does?
- Do you have a funny story to share?
- What advice do you have for your clients or customers?
5) Take The Leap!
Finally, you just have to take the leap! Cisco projects that by 2021 82% of all internet traffic will be video related. Now is the time to get on the video marketing train if you're not already onboard.
Yellow Wood Media Solutions is here to help! Contact us today to talk about how video marketing can help your organization meet its goals and to set up your free consultation!