Don’t want to spend your precious time, money and energy on a film that nobody is going to watch? Read on…
Despite what some people may say, content for the sake of content really isn’t effective. To get a good return on your efforts, your video needs to, not only reflect your brand, but also gel exactly with what your consumers want to see.
Production value is great, but it can be argued that planning and targeting your video properly is numero UNO.
Check out of our advice, broken into handy little chunks:
Get Back to Basics
We’ve said it once and we’ll say it again. Align your marketing strategy to your business goals. This is across the board; blogs, social, images, branding.
If you don’t have a documented content strategy, then you probably should. It’s amazing how much clearer objectives are when written down and it’s an excellent way to stay focused and measure results.
Regularly look back at your strategy bible and check that your video content is fitting in as it should. This will prevent the temptation to go off in the wrong direction, without realising it (which is easily done!).
Timing is everything
If you want your marketing efforts to yield a strong ROI, then timing is key.
It’s important to create video content that’s appealing at various stages of the sales cycle. You might want to, for example, connect with your customers in the early stages with an ‘about us’ or ‘meet the team’ video, so they get to know you and trust your brand.
If a project has just been finished, then it’s the right time to share a video about upcoming work to keep customers in the loop for repeat business.
Also, keep an eye on trends and developments, in your field. If something is a hot topic, then build some content around that and get it out there on social. If it’s what your audience are talking about, in the moment, then you want to join the conversation. Ideally you want to lead the conversation, so thought leadership films are a smart tool.
One big challenge, particularly for smaller businesses, is measuring ROI for video content. This is something that you’re going to need to know if you’re going to adjust your strategy effectively. Much of this comes down to setting tangible targets in your all-important content strategy doc. Set targets, look at analytics, refer to your goals. You’ll be able to see the fruits of your labour or at least be in a position to up for game.
Where to Place Your Content
Finally, one mistake that many businesses make is not distributing their content in the right places. Yes, your video looks great on your website, but it also needs to be disseminated to the wider world. This won’t be achieved sitting on your website, waiting for customers to wander by.
This means focusing on social media. Video sharing sites like YouTube are great for this and its even worth paying for ads, to reach a much wider audience.
If you use these pointers, as a basis for your video strategy, then you can be pretty confident that you’ll be happy with the results.
Our Tracc team we like to think we’ve experts in getting your videos seen so contact us and have a chat!