How To Develop A Video Marketing Strategy
With the right video strategy, you will discover possibly one of the best mediums marketing has to offer. Especially if you want to powerfully deliver a message or sell a product. Viewers can retain as much as 95% of the message when watching a video. The text format can’t even compare – the audience will only be able to retain 10% of the message on average.
The statistics paint the two sides in video brand development. Businesses benefit more from creating a video, and the consumers enjoy and prefer it over other forms of marketing.
With that in mind, how do you make the perfect film for your business? Keep on reading and learn how you can use it to boost your brand.
1. Set a Goal for Your Film
Whether it’s a short film or a video business ad, it must have some goal to fulfill. This will become the basis of your strategy.
Is your goal to introduce a new product? To earn big bucks? To increase brand awareness?
It’s recommended to focus on one goal so as not to overwhelm your viewers with your message. You can, however, set multiple goals as long as they won’t clash with each other. You should also prioritize them so that one stands out and the rest support your main goal.
2. Focus on a Central Theme for Your Video Strategy
This will depend on your main goal; how do you want to accomplish it?
Observe how other business video strategies perform and the steps taken to achieve their goals. For example, let’s take a look at Dove’s campaign targeting men. The brand chose to incorporate a father’s love and reuniting families into their theme, which ties into their goal of painting their soap as familial and healing.
Once you’ve decided on a theme, it’s time to then decide how you want to explore it. There are many questions to ensure you have the answer to when creating the perfect video strategy. For instance, do you want to tell a story, like Dove, to deliver the message? Or do you want to deliver it in an informative manner?
3. Keep It Short
Short videos deliver the message better because you don’t have to go against the viewer’s short attention span. They will be able to watch your video while on the bus, in the bathroom, or on a break.
This will present a challenge on how you can deliver everything you want to show in a few minutes or so. This is why you should stick to one goal and one theme.
This will also play into how deep you can explore your theme. For shorter videos, avoid big complications without solutions, focus on one storyline, and make sure to wrap up the video in a manner satisfying to the viewers. Otherwise, it will look unfinished.
4. Identify Your Audience
Whom are you showing the film to? This will depend on your film’s message, complexity, and in some instances, the visuals.
You have to identify which demographic group or interest group will watch your videos. If you have an outer space theme, your audience will be sci-fi fans. If you want to analyze bullying in high schools, your audience will be high school students.
This is also important to keep in mind when creating the film and setting goals. A video targeted toward children should avoid certain themes, like violence and sensuality.
5. Determine Your Budget
You then need to figure out how much you will need for your short film. This will determine which talents you can hire, including the actors, the production company, and more.
The factors you need to consider when crunching the numbers include your vision for the film. The kind of equipment will matter the most, especially for aerial cinematography and animations.
How long you need to shoot it will also factor into the budget. If you want some big names, as an A-list actor or director, you’ll have to shell out more.
If you’re in a pinch, look back at your goal and reassess your budget from there. If your goal is to increase awareness of your brand names, getting a known actor may be worth it. If it’s to deliver a message, you may be able to do this without hiring expensive actors.
6. Choose the Right Elements for Your Video
The script, music, and the talent will all determine the quality of your video.
The storytelling style should help you reach your goal in spite of the time and budgeting restrictions. If you’re presenting a story, pay more attention to the script. For music-driven styles, incorporating the right music should be the priority.
Even the voice actors should be well-thought of. Their voice alone should fit the message they’re trying to send. Any on-screen talents should have the ability to act out the style of your video.
Above all, these elements should tie in with your brand to create the perfect film for your business.
7. Stay True to Your Brand
In brand marketing and video strategy, all elements of your campaign must contain your brand’s voice.
In the example of voice actors, you should choose one depending on the kind of feelings they invoke. Does it suit your message? But more important than that – does it also suit your brand image?
If your answer to one of the questions is no, you may want to reconsider the voice actor or your theme itself. It may be in line with your brand. Dove, for example, would best avoid exploring the violent side of a war.
Staying true to your brand will allow your film to exude authenticity, which is the key to building trust.
8. Develop a Distribution Strategy
Although it’s low on this list, it’s one factor you need to consider during the setting goals phase. You can, for example, set a goal to distribute your film on social media or a film festival, even.
You have a lot of factors to consider when setting up your strategy. This includes your audience, your message, and your budget.
Then, once you have a distribution strategy, you have to make sure the film itself is appropriate for the platform you chose.
Create the Perfect Film Today
Most importantly, creating the perfect video strategy relies upon execution. For that step, it’s always a good idea to work with professionals. Sure, you could DIY through it but experts have the best equipment, software, and training to get the marketing aspect of everything executed properly.
We’d love to be a part of fulfilling that role for you. Contact us today and let’s talk about how we can help you bring your marketing ideas to life.