Yes, the development of a good video marketing strategy requires time and effort, however, after you've developed a strategy and identified your goals, developing the videos themselves will take up less of your time. Furthermore, businesses that don’t have the time or resources to create their own marketing videos can outsource this work to a video agency instead, making the turnaround time whatever you agree upon with the agency. (Hint: A good video agency will be able to turn videos around pretty quickly in most cases) If you have a clear vision, it’s fine to let others do the heavy lifting!
If you are a business with a limited marketing budget, you could be hesitant when considering adding video to your marketing strategy. The first change you can make is not thinking of video marketing as an expense, but as an investment. Because of the demand for video, it should be included in your annual marketing budget so you can plan for it and not view video as an add-on expense down the road. When working with your agencypartner, talk to them openly about your budget restraints and they will help ensure realistic expectations are in place for your projecs; a good agency will brainstorm the most cost effective solution with you. But the old adage remains true; you get what you pay for. In other words, video is an investment worth making, and the size of that investment will fluctuate depending on the complexity of the video being produced.
When producing a corporate marketing video, it is essential to think about the aim of the video and not just beautiful visuals and technical tricks. As mentioned above, you can come up with a good plan for every video to suit your budget, but the goal should always be the same - Focus on the video’s message. Just because a video has ultra high end motion graphics doesn't mean that it’s engaging or tells the right story. Simple is sometimes the most effective, so when faced with budgetary restrictions or scheduling issues that prevent the production from being a Hollywood blowout, don't get down on your project.
Ultimately, your video assets serve to increase awareness, inspire brand recall, sway a purchase decision, promote customer loyalty, etc. These goals will be realized by crafting a powerful message. Production related aspects of your video will fall by the wayside when this is done effectively.
Thanks to data analysis tools like Google Analytics, YouTube Analytics, Wistia, and other metrics-based applications, you can now accurately measure the return-on-investment from online video and track those metrics against existing benchmarks.
In a recent survey, nearly 52% of marketing professionals believe video content produces the best ROI. Online media is expected to influence more than 60% of in-store sales by 2017, which will make multi-channel marketing campaigns more important than ever. While some videos can be heavily directed towards encouraging visitors to make a purchase, others can be used to raise awareness, teach consumers how to use a product, or strengthen your online image.
Previously the time and resources that were required to effectively tackle video marketing may have put a strain on a lot of marketing communication teams. But today, with technology at our fingertips and resources within reach, video content can be added to your marketing strategy with just a little bit of foresight and planning. To create truly high-quality content, time should be spent on developing the goals and outlines for projects, just like any other marketing campaign. When you're ready to add professional video into the mix, consider engaging a video partner to ease any fears you might have had about implementing video. A video marketing agency will work out the logistics, planning, writing, and other details that will lead to successful projects. There are plenty of avenues for dissemination, so your business can start where you are most comfortable.
There are a number of myths about video production circulating within marketing communication teams and decision makers. Business leaders who buy these myths often end up being scared into avoiding video all together - even when it might be the best marketing medium for their business's messages. Don't be that guy. You can no longer ignore video as a viable marketing medium and should consider your next steps for capturing and engaging your audience through video content. Like any other initiative, a video marketing strategy is a marathon, not a sprint. Hopefully we've convinced you to enter the race, now you just need to take the first step.
What other myths have you heard about video? If you're having trouble seeing past them, give us a calland we'll help you sort them out.
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