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.
Getting started: target your audience and message
Before you start producing your business 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.
Share you expertise
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 generous; share some great tips and insights so you establish yourself as the expert.
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 business video won’t get you a good return for investment. Your video marketing campaign is something you need to embrace for the long haul.
Want more articles like this? Check out the podcasting and video tips section.
The number of clicks your video gets isn’t necessarily a strong indicator of a good return on investment. 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 business video
It can be very beneficial to get your business 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. Happy shooting!
Got any extra tips for maximising the return from marketing videos? Please share them below.