Developing a Strong Video Strategy

Online videos are valuable for many reasons.

A) 77% of global Internet users watch video.

B) 52% of marketing professionals worldwide name video as the type of content with the best ROI.

C) The average internet user spends 88% more time on a website with video.

It just makes sense to be proactive in producing videos that will help you entice your users to share, increase your visibility, and sell your product.  It’s important to think strategically about how to make an impact with your videos.

Creating a strong strategy for video is not difficult.  It just takes some planning. Here are some core things to keep in mind:

What is the purpose of your video?

Do you want to educate your audience?  ‘How to’ videos are a great way to explain a process or service.  To introduce your company and staff using video, focus on your expertise and what sets you apart from the competition.  When you want to promote your product or service, product demonstration videos are a quick way to showcase them.  You get the point. Identify the purpose and start planning.

Know Your Target Audience

Is your product or service geared to a specific demographic? Do you want everyone to see your videos – or is your product geared to a specific age group or geographic location?  When you know WHO your target audience is, you should speak THEIR language.  Produce an outline / script that will capture the attention of your audience.

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Genre

Once you identify your target market, you can decide what path your videos will take. Will you use humor, excitement or a “down to business” approach?  For example if you are selling drones and your target market is adrenaline junkies, then your video should evoke a strong sense of excitement. You would most likely use quick pans and zooms and incorporate fast-paced music.

Script

Going out to shoot without a plan is reckless.  You’ll never come back with all of the shots you need.  There is nothing worse than sitting down to edit and being unable to tell your story because you are missing a key shot.  If you are unable to fully write your script prior to your shoot, you should at least have a shot sheet so you get the basic elements.  Always have some type of plan before going out.  You’ll save time in the end!

Editing

There are many consumer based editing apps out there now that will allow you to produce great videos for online and mobile.  The pace, music and voice-over talent should reflect the personas of your target audience.  If you are a corporation and need to make a professional impression, you should consider hiring a qualified production company to shoot and edit your video.

Posting

YouTube and Vimeo make sharing your videos a breeze!  If you need help creating your own page – here’s a great resource for each.  Vimeo / YouTube.  Once you post your video, you should share it on social media, and of course, embed it on your website.  Here is a great “how-to” for embedding video on your site.

Assess

How is your video doing?  Have you increased traffic to your website with it?  Did your social followers share it or like it?  It’s smart to look at your analytics and determine how well your video performed.  If you achieved your goals then you know you are on the right track. (Now, go produce the next one!) If you received poor or mediocre results, you will know to switch up your approach. Go back and visit your strategy.

Need help assessing your video’s success rate? Check out our blog on Measuring Video Success.  If you need help with video give us a call today. Lasso Moon specializes in creating amazing videos and we love to share our expertise with our clients.

 Sources-

  1. http://heidicohen.com/10-video-content-elements-help-become-director/
  2. http://syndacast.com/video-marketing-statistics-trends-2015/
  3. Mist Media

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