Often times, people are so excited just to be creating videos that they don’t think about long term strategies for how they will make their videos work for them. They fail to establish goals and objectives that will make their videos successful.
For the most part, companies understand the power of YouTube and know that they should have videos there, but they have a distorted view of what videos will do for their business. They have what I call a “field of dreams” strategy. The problem with that sort of strategy is that there is already so much video content on the internet that it is hard to stand out unless you have an actual plan. The brands that seem to be constantly creating videos that receive millions of views have spent both money and time to get the attention of the people who will help them achieve that status.
It is important to have realistic expectations when it comes to video marketing success. The budget that you have to invest in the production of your videos will help dictate the amount of viewers that you’ll likely receive.
Now, don’t get me wrong! I am not saying that companies are buying attention. YouTube doesn’t tolerate buying views. However, it takes effort to make your video work for you after it has been created and that effort costs money. It also depends on the type of video that you are creating. While your company introduction video is an important tool, it is unlikely for it to go viral unless you put the right effort and time in to make it happen. It also takes a bit of luck, as well.
For your video to be shareable, it must be very compelling and something people want to share. Let’s answer four important questions to help make your video work for you:
1. How can I make my video social?
YouTube is a great place to start, but you will need to treat it like any other social media site and invest time to build community. One idea to build some buzz for your product and your video is, if it is appropriate, start with a crowdsourcing project. This is a great way to build community and awareness for your product. It is also a very cost effective way to market because it makes your customers part of the process. Even NASA has created a crowdsourcing project.
Hopefully, you have thought about your target audience or your ideal client before you started your video. If not, it might be too late to make this step work. You need to find out what your audience will respond to. People of different ages and cultures connect with things differently. Whatever social media sites your company is currently using is where you should post the video. It should also be the subject of a blog post on your website and, depending on the video, it should also be on one of the main pages of your website. A common mistake made by companies is that they create videos and then hide them deep in their websites, making them hard to find. With a few exceptions, videos should be on the front page of your company’s website. If your company has a PR strategy, it should be leveraged in that way as well.
2. Now that I have people watching my video, what do I do?
A big mistake that companies make is that they only plan to create one particular video. This might work, but what if your audience wants to see more? Are you ready to push more videos out while you have peoples’ attention? Think like a broadcaster. Create a video calendar for what stories you want to tell and give your viewers a reason to keep coming back.
3. How do I measure my video without a budget?
Most companies don’t know what to budget for their videos and they forget to save money for promoting once they’re made. One of the best ways to measure success is to ask everyone who contacts you if they have seen your video and, if they haven’t, make it part of your conversation.
4. Can video really save the day?
It is not uncommon for companies to look to video to help fix bigger problems. However, companies need to understand that video is not the solution to all of their marketing problems. It is simply one tool that works best as part of a bigger marketing strategy.
How are you making your videos work for your larger marketing goals?