Although, or perhaps because, social media is so prolific these days, online marketing videos are still an incredibly powerful resource. Video may not be the simplest or cheapest way of communicating a message online, but it is an excellent way to do so, and to do it in a way which gets you remembered. Twitter, LinkedIn and Facebook posts are great as part of a solid marketing strategy, but you can’t rely on social media entirely. What happens when those posts end up at the bottom of the news feed in just a couple of minutes’ time?
We have always been advocates of outstanding online marketing videos being an essential part of any business’ marketing and advertising plans but, although many businesses are producing their own online videos these days, there is one very important keyword in this sentence which tends to be overlooked. Have you spotted it?
The word which many online marketing videos sadly miss is “outstanding”. While we are extoling the virtues of using this medium; we’re not at all saying that cobbling together a mediocre video in minutes and posting it online will make you an instant success. You don’t just need online video, you need outstanding online video.
Think of all the marketing content you have seen online from others in your industry. How do you make sure that your online video stands out from the crowd and gets you noticed?
By following these five top tips of course!
1. Don’t skimp on the production
We’ve mentioned this before, but an excellent marketing video isn’t just about the content. You may have the best product or service the world has ever seen, but you still need to present it in a way which grabs people’s attention and makes them feel like they need what you’re offering.
Factors such as the music you choose to play in the background of the video, the quality of the actors you use and, of course, the script you provide them with, lighting, camera angles and graphics are all extremely important. Make sure you get them right first time and attract the clients you need to secure your business’ success.
Even if you can’t quite stretch to a professional production team at the moment, don’t release your video until every aspect is as good as it can possibly be.
2. Identify your target demographic
This is essential for any form of marketing. You cannot possibly have a successful marketing campaign if you don’t know who you are trying to appeal to. Students in their late teens and early 20s will be drawn to very different content than parents in their 30s or those approaching retirement.
You must also be clear about what you want to achieve. Are you trying to retain existing customers? Generate some leads from potential new customers? Do you have something you particularly want to sell at the moment, or are you working on general brand awareness?
Whatever your main objective is, tailor your video to suit it.
3. Tell a tale
Obviously enough, we don’t mean make something up; we mean that your video should have a clear start, middle and end. It should tell a story, not just push a product. If humour doesn’t fit with the product or service you are marketing, don’t create a video that’s aimed at getting laughs. This applies to any case studies or interviews you intend to include too. Make sure the stories and people involved are relevant both to the marketed product or service and the target audience.
4. As an estate agent would tell you…
Location, location, location. Where your video is filmed is probably just as important as any of the other factors we have mentioned. This doesn’t necessarily mean you need to jet off to some far-flung exotic holiday resort to make an attractive marketing video. What it does mean is filming in surroundings that are appropriate to your marketing campaign. If you’re having trouble thinking of a perfect location, ask yourself a few questions to get a clearer picture of what you are trying to achieve:
- What results am I expecting to get?
- Who do I want to see this video?
- What story is the video telling?
- Who is going to star in the video? Is it even going to have a person in it?
- What will work well with the product or service, the demographic, other production aspects and my budget?
5. Outsource to a professional
Our final top tip is the simplest – if you can afford to hire a professional production team, do it. We know that your phone probably has a decent camera on it, but it’s not all about the video footage itself. A camera phone can be great for testimonial videos and other video uses but a marketing video is where you want to show off your business or service to the world. It will sometimes be their first impression of you! Think about what we mentioned earlier: the camera angles, graphics, audio and lighting. Can you achieve all of that by yourself?
There will be some financial investment involved in commissioning a professionally produced online marketing video, but how much can you expect to earn in return? How much might a DIY video cost you in missed opportunities?
It can often times cost less than you think for a professionally made video. Contact us for a free quote and consultation today!