As we’ve discussed in previous blog posts, in today’s information and visually-saturated world, a video is a sure way of making your business stand out from a sea of static images and boring text. In this article, I’d like to address some basic steps that you can take to get your own video marketing project up and running — as a way to more effectively promote your business.
This may seem like almost too basic a step to start with, but the core of any successful marketing tactic (video or otherwise) lies in the message that will reach the particular audience that you, as a business owner, are hoping to attract. Video is an incredibly versatile medium, one that can be used to reach audiences both narrow and broad — but it is in the earliest planning stages of video marketing that you define the video’s target audience. In this stage of pre-production, it is incredibly important to consider what exactly your audience is going to respond to. Do they simply want information about you and your business? Would they respond to seeing the personal side of your company, the people that their business is directly going to impact? Perhaps they would just like to see demonstrations of your services or products, or maybe they would respond to a tour of your workshop area, making them feel like an integral partner in your business.
In any case, you need to define who your target market is for your video marketing project, so that its message can be most effectively broadcast.
Once a target market is determined, it is then critical to figure out precisely what content you want to broadcast to them. As a general rule, it’s best not to saturate a viewer with a lot of technical information, but rather to provide them with concise, clearly defined content so the video’s purpose is obvious. This idea of the ‘purpose’ of the video is particularly important. You don’t just need to know who your target audience is and what they might want to see, but you should also take into consideration what you as a business owner want to convey about your business and products. Tailoring your purpose to fit your target audience and their perceived interests is a key to a successful video.
Also keep in mind that the purpose of your video marketing doesn’t always have to be just telling your audience what your business is and what you do. The purpose of your video can be either general or specific — you can tell your audience about the history of your business, or you can give them a demonstration of one specific service that you offer. Both videos can be very effective, it’s just a matter of making sure that each project is in sync with your target market. Remember, when deciding to make a video, the first or easiest idea isn’t always the best; this is a tool that you are using to represent your business, so take the time to give it the consideration it deserves.
For the sake of all involved in the production and post-production of any video marketing project that you may undertake, always write a script, and always follow it as best you can. During the production of a video, there are times when improvisation and a change of plans can be beneficial to the finished product. But for the most part, the plans that you make in the early stages of pre-production are going to be the most solid and reliable forms of information that you have to base your project on. Just think about it — by the time you’ve gotten to the production of your video, a massive amount of forethought and planning has gone into the project you are about to undertake. Don’t abandon it on a whim! In addition to taking full advantage of the planning, having a script gives everyone involved with the project — from the videographer to the editor — a solid foundation on which to base their decisions, so that the end product is exactly what you’d always planned.
Following these steps should take you well on your way to the successful production of a video for your business or product. One thing to remember, however, is that every video marketing project is a learning experience. Even the most precisely planned video project can always benefit from new perspectives, particularly from those who you may be attempting to reach through the video. As such, during any stage of the project, be willing to take constructive feedback and tweak your project as necessary.