What Kind of Video Do I Need?
So you have read all the reasons that video marketing is great for your business and you're ready to take the plunge, but needing "a video" is not a very good game plan. Videos can be expensive and time consuming, so how can you get the most out of this marketing venture?
There are plenty of types of video out there for a business to choose from, so understanding the differences and how they are utilized is an important first step. In our post, Understanding The Why, we discussed the reasons for understanding why you need a video. Releasing a company overview video to launch a new product doesn't make much sense. If things are slow and you are looking to increase sales, now may not be the time to work on that training video.
So, what are you hoping to get out of this project? Looking to share a little company culture with your customers? Announcing a new product line? The way you approach these topics with your production company is important information. We have always been big fans of the phrase "start with the end in mind". What do you hope your customer or client will get out of the project? Should they be entertained, informed, interested in learning more? These fundamental questions can help you start shaping the foundation of your video.
Where will this video be utilized? Where does the bulk of your traffic come from? Many choose to post video content to Facebook and Twitter to drive traffic to their site, but if the bulk of your followers already visit your site, than perhaps you post it there directly. This typically helps determine how you engage your customers. If your followers are already on your site, it wouldn't make much sense to tell them your web address. Conversely, if you utilize YouTube as a traffic source, than customizing the video for people to learn more from your site may be an effective strategy to build more site traffic.
There are plenty of examples of how to get the most out of creating video for your brand, but often times video companies simply take orders and churn out a video. Be sure to take the time to understand your motivation for utilizing this important tool, and seek out a company that will help you get the most out of it. Anyone can make a video these days, that's the beauty of it, but taking the time to craft an experience and message that gets the most out of your viewers time is the best way for you to see success.