You finally decided to incorporate videos into your marketing plan. Good for you! But then it hits you — you’re no Steven Spielberg and you don’t exactly have a Hollywood budget.
Use these 6 tips to help your business create truly compelling and effective video content to market your business:
1. Be realistic. We all have seen the commercials where products are morphing, explosions are going off everywhere, and the actresses are a perfect blend of Halle Berry and Cindy Crawford. Unfortunately, not all businesses have access to these video marketing assets.
To avoid creating over-the-top expectations for your project, first have a meeting with your team to discuss budget, scope, resources, and — most importantly — your team’s skill level, so there are no surprises mid-filming.
2. Have a plan. If you don’t have a detailed plan, it’s likely that your video production project will fall to the wayside as other work projects compete for your team’s attention. To help keep everyone on the same page from start to finish, make sure to address the following questions while creating your video production plan:
- Who is our target audience?
- What problems are we trying to solve for our customers?
- What emotions are we trying to portray?
- What is our timeline?
- Who will handle each role in pre-, post-, and during production?
- What are our goals and expectations for this video?
- Are we creating a series of videos?
- How much will this cost? / What is our budget?
- What can we accomplish in-house?
- What equipment will we need?
- What channels will we use for promoting our video?
- Where will we post videos?
- Do we have back-up ideas and plans?
- Will we need contracts?
- Are we aware of any trademark infringements?
3. Utilize all of your resources. One advantage to living in a digital world is that we have countless resources at our fingertips. Search video production tutorials and editing techniques online. Here are a few fantastic resources I found for multiple skill levels:
Intermediate-Level Video Production
Advanced/Professional-Level Video Production
Social Video Production
4. Utilize your creative assets. Videos are most effective when there is strong creativity behind them. Form a Creative Team for all of your video projects. This group can be responsible for brainstorming unique concepts, visual effects, and original content.
A good way to keep your team inspired is to create an “Inspirational Archive.” Have your team conduct research on other companies and their video marketing. The team can write down and take photos of features and angles that stood out to them. Create an inspiration board to hang in the office, and create a folder on your company drive to share inspiration with the rest of your team.
5. Execute, execute, execute! Doing videos correctly can take a lot of time and effort. If you plan to incorporate videos into your company’s marketing strategy, make sure you have the time to fully execute and deliver a KNOCK-YOUR-SOCKS-OFF marketing campaign so it reflects well on your company.
6. Show some personality. Don’t be afraid to show some character and humor in your videos. Think of your favorite Super Bowl commercials — they either contain humor, personality, relatable concepts, strong emotion, or all of the above. You want to show your potential clients that you can relate with them and their customers on many different levels.
For some inspiration, here are some big-name companies that do videos right:
So you may not be ready to accept your first Academy Award for Best Picture. But your company really can create strong video content to attract new customers and keep your current customers intrigued and impressed by your team.
Our own Director of Digital Content Marketing Zina Harrington interviewed Katy Enrique, the Communications Manager at Six Flags Great America, this summer. Check out a few more viral YouTube examples in her article Social Media: A Virtual Roller Coaster Ride for Marketers.