There’s no denying how much marketing has evolved. Back in the 1960s, all companies needed to market themselves was a high-quality product, a pretty good logo, and a catchy slogan. Today, it is not nearly as simple nor easy. Americans are exposed to 4,000 to 10,000 advertisements daily. Unfortunately for marketers, almost none of them get through the mental “attention wall” consumers create to keep their sanity and to screen out unwanted ad overload. So how are businesses supposed to combat this? Today’s answer: produce a multi-series video content marketing strategy that connects to consumers emotionally.
Having an active and ongoing video content strategy is no longer an option – it is a marketing necessity, especially given the boom of importance and reliance on technology. 90% of what the human brain processes is visual, so having a video about your brand is the most efficient way to get information across to your audience. Creating a multi-series video campaign will increase opportunities for viewers to see your brand and continue to drive viewers to your site. But how does one make a successful video campaign? That, my friend, is where we come in.
Before going on any trip, you need to know where you’re going. You might not know exactly how you’re going to get there yet, but you do need to have a final destination. A video marketing campaign is no different. Before running the campaign, it’s important to give yourself a basic roadmap, or layout, of how it should look. At this point, it doesn’t need to be very detailed, but it does need to be able to answer a few fundamental questions: Where is this campaign going to take you? Why are you running it? What is your end goal? Who are you running it for? How many videos will be in your series? My recommendation would be three, since the average human brain remembers things best in three segment sequences and it usually takes three times for someone to remember something. Once you have a roadmap for the campaign, it’s time to turn your video content marketing strategy dreams into a reality.
Note: It’s important to make sure the campaign’s end goals align with the company’s. Everything you engage in marketing-wise should always support the overarching and ultimate goals of your business.
Next, you need to decide is what your video content will accomplish and for whom. Create a detailed, one line mission statement for it to help guide the filming and editing processes. Remember, the more time and effort you put into these beginning steps, easier shooting and editing will be later on.
Start off by deciding what type of video content you will create. To best answer this question, you will need to understand your audience’s needs and your brand’s voice. Second, very precisely define for whom you are creating this content. The more specific you can be about your target audience, the better. Being extremely specific will make it easier to create video content that will be most beneficial and emotionally compelling. Lastly, determine what your target audience should take away from your video content. You should know the value these videos add to your company, your brand, and your audience.
Once you know this information, writing a mission statement should be easy. Example: here at (company), we create (type of video you are creating) video content for (specific target audience) for them to (exactly what you want them to achieve). The more detailed your mission statement is, the easier it will be to follow.
You have your video content marketing campaign laid out. You’ve decided all of the nitty gritty planning details. You know what you want it to look like and what it’s going to do. Now it’s time to make it happen––deciding the concept, writing the script, filming, editing, and finally reviewing and approving it. Select the dates the campaign will run and make sure to post reminders about the upcoming campaign to your audience on social media. Have multiple people look over it after final edits are made to ensure everything looks polished and is sending the right message. Once it has gotten the stamp of approval by the appropriate parties, determine where you are going to run the campaign. Social Media? Blog posts? Look at who your audience is and where they are spending their time online. And remember, it should drive traffic back to your brand’s page.
This is it. You’re almost there. The finish line is in sight. One last leg of the race. You’ve done all the hard work. You’ve created the video. You know where it’s going. Now you just need to get it out there. Stick to your schedule. You spent too much time and energy not to follow your roadmap. After a few days, check back in with your campaign. Make adjustments if you need to. Don’t be afraid to change something if it’s not working. On the contrary, don’t change anything just because nothing is happening immediately. Decisions these days are not made on the spot. 57% of Americans (specifically millennials) will conduct an extensive amount of online research before making a commitment to any one brand. So be patient. Changes don’t always happen overnight, but they are worth it.
Need some help getting your video content marketing campaign up and running? Contact us to get started!