Read this Before You Invest in Video Marketing

So, you know about the effectiveness of video in promoting and scaling your business, and you’ve decided to invest in video marketing yourself. But with the content options available today, and the number of platforms that support video, it can be a little tricky to decide on what kind of marketing videos you should invest your time and money in.

If you’re looking for a quick and easy answer, this might not be for you. But if you want to make videos that bring you a long-term ROI and become an extension of your branding efforts, then read on.

When it comes to your business, you want to make marketing videos that bring results

Nowadays, you can hire video creators for less than $100 on websites like Fiverr and Freelancer to make videos for your business. Or if you’re on a very tight budget and eager to learn, you could even make your videos. The creation and distribution tools are available and accessible for everyone with an Internet connection.

But the point isn’t just making video content for views. The point of making marketing videos for your business is to achieve a specific goal. Otherwise, it would be a waste of your resources.

Discuss the ideas in this article with the video or marketing team you’ll be working with to produce videos that are focused on achieving the results you’re after.

Before we get into said tips, I will stress one point that I wholeheartedly believe should be a slogan carved in every business owner’s mind:

Every Business is Unique

People will try to sway you in one direction or another. You’ll hear about success stories from other businesses and entrepreneurs who used certain types of video content for their marketing. You might have seen competitors increasing sales and brand loyalty through certain video campaigns.

And it can be very tempting to follow in their footsteps and create the same content under your brand.

But at the end of the day, your business and your circumstances are different. What worked for them might not work for you.

Even if two coffee shops on the same street are selling the same coffee, the circumstances are different. The needs are different.

Maybe one coffee shop has a charismatic barista that earned people’s liking on social media. That alone can be a marketing advantage. In this case, behind-the-scenes and self-shot videos featuring the charismatic barista would be the way to go.

Meanwhile, the other coffee shop might have to hire professional talent and a production company to make professional videos that reflect their brand.

Always play to your strengths.

Weigh in your advantages over your competitors, as well as your weaknesses, then make videos that emphasize your strengths and unique selling propositions.

Read: Personalizing Your Marketing Like a McCaribbean


Tips for Choosing the Right Type of Video Marketing for Your Business

If you’re serious about your business – and you should be if you want people to spend their hard-earned money on it – you know that you should also take your branding and marketing seriously.

You also know that it takes some work to build a brand and raise awareness for it.

The following tips will not only help you with your video marketing but will also make it easier for you to personalize every piece of your marketing according to your business.

1. Make Videos that Fulfill Your Marketing Goals

Why are you investing in video marketing? What are you hoping your video would achieve for your business? More sales? More loyal customers? A bigger social media audience?

Locking in on a single objective can help you decide on the type of video(s) you should be making.

For instance, if you want to promote a product/service launch or an event your company is hosting, you would make videos that ultimately bring attention to the specific product or service.

If you want to connect with your audience and increase customer engagement you might consider hosting live video events like Q&A sessions or producing interactive videos and other content that focuses on audience participation.

On the other hand, if you’re looking for long-term solutions to build your brand and increase the number of loyal customers then you could invest in producing short films, web series, or other types of content that communicate your brand’s values.

Ultimately, the videos you make should serve the purpose they’re intended for.

Videos Can Serve Multiple Purposes

Although your videos should focus on fulfilling their primary objective, they can also serve many other purposes in the long haul.

Ideally, that’s the type of videos you want to make to get the most out of your investment.

To make the most out of your video marketing budget, and extend your video’s lifespan, keep two things in mind:

A) Think Long-term

Generally speaking, advertising videos with messaging geared toward fast conversions and getting an immediate response from customers tend to have a shorter lifespan.

Especially if the video is in conjunction with a current promotional campaign. The visuals and message might be tied to that specific promotional period, and in most cases, you won’t be able to reuse the finished ad without editing it.

One way to increase your video’s lifespan is to think of the bigger picture; the long-term purpose of the video.

How does your video add to your brand’s value? What value does it bring viewers in the long run?

Read Why John’s Ads Didn’t Work to get some ideas on how to make videos for better long-term returns.

B) Decide Early On

If you want your video to serve more than one purpose, make sure you discuss that with the video production company or agency you’re working with before any production begins. It can be very challenging – in some cases even impossible – to repurpose videos that are made to achieve specific goals.


2. Make Videos that Promote Your Unique Values and Attributes

If you’ve been putting off writing your brand’s values then it’s time to do it now.

I strongly suggest that you put everything on hold, grab a piece of paper, and write down your brand’s values and key attributes. What you believe in, or what you want your brand to achieve, what it cares about, how it helps people, etc.

If you know what your business is set out to achieve in the world, what it pursues, how it influences and contributes to the world, then this shouldn’t take very long.

The way you brand your business influences how you market your business. Your video content, blog, social media, and print media should be consistent in reflecting your brand’s tone, approach, positioning, and values.

When your brand is consistent in representing its values, potential customers who share the same values will begin to slowly gravitate toward your brand, choose your products over competitors, and ultimately advocate for your products.

At that point, your marketing videos could become an integral part of your marketing; lowering your customer acquisition costs and automating part of your sales.


3. Let the Audience Inspire Your Video Content

Who are you marketing to? Your target audience could be different from one campaign to the other, depending on who you’re trying to reach and connect with.

Do some research on your target audience to find out more about their habits, preferences, values, problems, where they consume content, and so on. Try to empathize with them; put yourself in their shoes; what type of video content do they prefer?

Use all these details to inspire your video’s concept, format, and creative direction.

The videos and the type of content you make would vary depending on your audience and how you want to reach them.

A 20-year old college student might prefer something edgier and less formal, while a 50-year old businessman might prefer something more straightforward and informative.

At the same time, a 30-year old engineer seeks different types of content depending on their location and mental state. In their leisure time, they might be looking for videos related to their personal interests or hobbies, while at work they might search for informational and industry-related content.

That’s why studying your target audience’s behavior is crucial when it comes to choosing the right platform and type of video to make.

Learning about your audience can also help you connect with them emotionally and communicate with them in their preferred way; increasing their trust in you and your brand.

Read more: How Your Marketing Can Make an Impact


Conclusion

Video marketing is trending, and video content is on the rise. It’s also becoming increasingly easier to create and broadcast video content to millions of people around the world.

And that’s precisely why as a business, you want to make sure that the content you create and distribute to all these people is well-thought-out and reflects your brand’s image and values.

This is especially crucial for businesses with a tight marketing budget. You want to invest your money in marketing videos that would at least add to your brand’s value in the long run, even if they weren’t successful in achieving your short-term goals.

If this article helped you get some ideas for your marketing videos then I recommend these articles:

Next: Find the best video creator for your marketing videos

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