As discussed in previous posts, organisations around the world are beginning to see the benefits of video marketing. However, what is slightly unnerving is how some organisations treat video as an expense rather than a solid investment in their brand. While there is nothing wrong with getting more value for your money, the problem is that the old adage “you get what you pay for” starts to come into play.
Video should be viewed as an investment and in the hopes of actually receiving some type of return, but more importantly, it should be a true reflection of the organisation’s values and value proposition.
A brilliant video marketing or advertising strategy takes a great deal of planning, and there are some essential elements that need to be in place to make sure you are moving in the right direction.
Have clearly defined goals for Your Video
If you don’t know why you created your video in the first place, how will you ever know if you have had any positive ROI? With a beautiful video in place and hopefully a some views, what do you do next? How do you know if your video has been a success? Well, this goes back to your original goals for the video and the KPI’s you selected and how you define your success. Have you seen a behavioural shift from your viewers, an increase in sales or have you been able to decrease costs at all? Defining success depends entirely on what the need or want was in the first place.
Have a Solid Content Marketing Strategy
An understanding of how video fits into your overall marketing strategy is integral as it directly implicates the benefits you can extract from the process. Taking a bird’s eye view of your marketing plan allows you to position your video during times that take advantage of your organisation/brand’s sales cycles or current news trends for example. Having an inventory of more than one video allows you to keep a consistency of engagement with your audience on a regular bases, which leads to other significant perks down the line.
Make 3 Videos Instead of Just One
If you establish a solid editorial calendar for your content marketing, it allows you to prise better economies of scale out of your video production. For example, productions work on a fixed cost-per-day basis. However, with a little ingenuity you can increase your production in terms of filming and editing and thus get more video content than was initially planned. Here at Motiv, we have taken to doing this with a number of clients, who have ended up with a series of 3 – 6 videos instead of the one that was suggested originally.
Therefore, it is so important to see your video as an investment as it will go a long way in helping you effectively get your key messaging out to your audience and actually aid in getting more bang for your buck!
