Video has been proven to be the most effective way of conveying a message or story and businesses all over the world are beginning to recognize the power of video. The only problem is that many companies who are new to video marketing go straight into producing a video without taking into account the following:
How much do you have to spend?
Setting and sticking to your budget is one of the most important things to consider when starting your video marketing campaign. The first two steps should be thinking about what it is you need and how much you can afford to spend. One thing to bare in mind is that your budget needs to be realistic depending on what it is you want, so we’d advise doing some research before you start enquiring.
What is the purpose of the video?
Videos can have a huge range of applications. They often used for entertainment, education, promotion, training and so on. You should have an idea of what the campaign to do for your business but its good to consider how your audience is going to react as well.
How long do you want it to be?
Linking back to the last point, this pretty much depends on what you want the video for. If you are trying to target first-time website visitors, then a short video (no more than 90 seconds) would be the ideal length to use. If it’s any longer than this then viewers will probably get bored and stop watching.
Longer videos can be used to target interested buyers who seek more detailed information on your product / service. By doing this you have more time to explain what your company does in further detail and if the viewers are interested, they will probably stick around for a bit longer.
Setting the tone is about how you want your message to be delivered to your audience. Do you want to come across as formal? Or would you prefer to take a light-hearted, friendly approach? This all comes down to who your video campaign is being aimed at and what it is you are promoting. Music and voice over have a huge effect on how the message is delivered. Using fast, upbeat music often sets a dramatic or happy tone, whereas creating a lower, more subtle sound can set a slower pace.
Choosing the right voice over artist contributes to setting the right mood. All you have to do is listen to samples and decide which voice works best with the music and the pace of your video. Changing the speed of the voice over can also be beneficial in order to make it fit perfectly with the music, or vice versa.
Quite often, sharing and promotion is overlooked by many small businesses. In fact, the creation of the video is only a very small part of creating a successful campaign. If you upload a video to YouTube and leave it there without any promotion or advertising, you’ll be unlikely to receive much attention, despite how brilliant your video may be.
If you would prefer invest too heavily in promotion, then you could simply share it on Twitter, Facebook, LinkedIn or any other social network you use. Social media has proven to be one of the most effective marketing tools today, so you can’t afford not to use it.