Videos are great marketing materials. Their power to influence is perfect for promoting your products and services. Because of this, you need to learn the most effective ways to fully utilize them as you reach out to your clients and expand your business.
Stand out, reach out and start setting-up your cameras. Learn how to create fun and creative videos that you can use to establish a better brand for your company. This marketing tool may just be that one thing you need to bring your business to a whole new level.
Do your research
There are a couple of things you need to know before you head out and start creating your videos – what your business wants, what your clients want and what your competitors are doing.
Initially, your company should be clear on what it is all about. Yes, the products and services are there. However, where is the whole company going? Is it just to find clients and make sure that the company stays afloat month after month, or is it about something bigger? More often than not, a business that has a clear vision is the one that stays longer and get the chance to create bigger and greater things.
With the company vision in mind, you also have to keep in mind that your business needs to determine how to get to that goal. The company mission makes everything much clearer for you and everyone else involved in the business. It serves as a map that can guide you every step of the way towards your target destination.
Why do you need to know the company’s mission and vision?
Knowing them can actually help you determine what your clients want. When you are clear about what you do, your view on your clients become clear as well. You can attract clients that are set to be the audience of your videos. This clarity now becomes the basis of your video content.
Also, to check if what you are doing is on the right track, you have to have an idea of what your competitors are doing. You don’t necessarily have to imitate them. You just need the inspiration to create based on what works for them, and the understanding to avoid what did not work for their business, especially when you are just starting. You need to gather a lot of information from various sources and collate them as one big guide on how to create your video.
Create Good Content
If you have made everything clear for you and your company, you can now start the nitty-gritty of marketing video development. This starts off with the creation of good content.
Always keep in mind that the video you are going to create is for your audience. Always go back to what your clients would want whenever you are devising the best ideas for your videos. Also, try looking for inspiration from other companies’ videos. Along the way, you can tweak certain elements in your project to make sure that your content is truly your own.
At this point in production, you might be getting excited about the opportunity to show your company’s character into the message you want to relay. Before you become giddy and uncontrollable, keep in mind that your video should be useful to clients. It should be related to your business and relatable to your clients at the same time.
In the same way, remember that, at the end of the day, your video is still a marketing video. You still need to use it for your business. This means that your business should be advertised well enough, and your call-to-action (CTA) message is clear. Also, don’t forget to sprinkle the whole thing with a dash of creativity here and there to make it more appealing to your audience.
Choose your style
This is where the fun starts. Deciding on what type of video to create should be part of your content planning. There are different ways to execute your content and turn into a video masterpiece. However, generally speaking, you can choose from three basic types of marketing videos – a thought expert video, an instructional video, and a company culture video.
A thought expert video is one that shows the audience how you are THE thought expert in a certain field or niche. These videos should be able to establish you as the go-to professional for their needs. Even if you hire someone to do talks or interview other people related to your industry, the idea that your business has collated the resource persons in one package can still make you the expert in that field. Consultancy firms and other service providers can benefit in this type of videos.
When you create instructional videos, you show how your company’s products and services can directly help your audience during their times of need. Similar to a thought expert video, you would want to appear to be the expert in your industry. The difference between the two types is in the delivery of the company’s CTA. Instructional videos are more straight-to-the-point as it shows how your products and services directly help your clients. On the other hand, thought expert videos are more indirect, allowing the audience to put two and two together, eventually realizing themselves that they need your products or services.
When you want to make it big in social media, you have to consider creating company culture videos. These video are no longer the run of the mill “about us” videos. This is where you create strong connections with your audience through emotionally charged materials.
What these videos do is make you laugh, cry, think about your reality or even cringe; then suddenly, the short clip shows your company’s brand. At that point, you have just become an unsuspecting targeted audience. You have no other choice but to associate what you felt with their brand. Now, that’s powerful marketing, and yes, you would want that for your own business.
Use your resources properly
To make sure that you are still on track with your marketing project, you also need to budget all your resources. This includes money, time and manpower.
Any video production will require a significant amount of funding. If you already have allotted a budget for marketing projects, that’s all well and good. Proceed with the project. However, if the budget is a bit tight, you can initially go for a thought expert video via live streaming on Facebook or Youtube. You can just evolve along the way as you increase your budget for your production.
Also, when your project calls for it, you need to have the right tools to come up with the perfect video. Your video equipment should be reliable enough until you produce your intended output. As for necessary software for your production, you should get a good video editing program. If necessary, consider getting a versatile video converter or even an audio editor, if your budget permits.
Finally, if your marketing video soon requires more talent, you should hire the right staff. From editors and actors, to designers and artists, your video production team would determine how well your project turns out. If your content demands highly skilled individuals or significantly more people, you need to allocate funds to make sure you get the people you need.
When everything’s all settled, learn how to organize your resources in order for you to create a more professional launching pad for the whole production. Also, if your resources are really limited, find ways to work around the financial limitations and follow through with the project. Whether you like it or not, sooner or later, you need to step up and start investing in your marketing activities, especially if you have decided to go for creating videos as a tool for your business expansion.