Creating a compelling business video takes more than just money; it requires serious thought, time and resources. Use these tips to get a solid return on that investment.
02 Jul 11 | Robert Moorman
Getting started: target your audience and message
Before you start producing your video, write a really clear profile of who you’re targeting:
What age group are they?
Where do they live?
What tone and content would be relevant and compelling to them?
And most importantly, where do they go when they’re looking for your product?
Not everyone will like or need your product; target the people who will by having a clear identity and direction. Don’t try to reach a wide audience by being generic; being generic makes you very forgettable.
Show what you do No-one except your mum will watch a video of you telling everyone how great you are. So unless your mum is also your main client, it’s good business sense to create content that has a direct benefit to your target audience.
Be consistent One video may get you some attention from your target group, but good marketing requires repeated contact. Video is no exception; a great one off video won’t get you a good return for investment. Your video marketing campaign is something you need to embrace for the long haul.
Measuring results Use analytics tools to figure out which videos are being watched, how long they’re being watched for, and who is viewing them. Free options include Google Analytics and the Youtube Video Analytics tool.
Adapt your content Now that you know how people are reacting to your videos, make sure you have ways to adapt your content. You’ll want to reserve a portion of your budget so you can evaluate your results and make any appropriate changes after 3 or 6 months.
Make it easy for others to use your video
It can be very beneficial to get your video embedded into other people’s websites or blogs. Make sure any viewers can find you by including your branding, web address and title in the video content.
The bottom line is to know your audience, keep engaging with them, measure your results, and adapt as needed.