Tis the season for love with Valentine’s Day having just passed. When thinking of great couples most are probably thinking of some sappy Romantic Comedy, but as an online marketer I think of what things coupled together makes for great marketing. The answer is simple, video and visual content mixed with a solid online marketing campaign. Many business owners think that video is “too expensive for the ROI” or “not as effective as people would like to portray”, but this is most certainly not the case.
In this day in age basic video creation has become more and more affordable for businesses. Much like a car the prices are all over the map, but this is why you don’t start with a Porche when you are 16, well not most of us. The opportunity to create video to connect with your market is there for almost all business shapes in sizes, but as always you need to have clearly defined goals and budgets to maximize your reach. If you have a great video and no online marketing plan, it will be a flop. Also, if you have a terrible video and a great online marketing plan, it could hurt more than it helps. The idea of a video or visual content should be, to easily and succinctly get your message across to your target audience.
So why is video and visual content so important? To be blunt, we are lazy and uninterested in what you’re trying to sell. We are bombarded with products and services every day, so to think that people are willing to sit and read a piece that outlines your product and it’s benefits and features is probably short sided. But I would argue that people would be more likely to sit and watch a video, simply because it is easier. So what considerations should be taken into account before starting on a project that includes video and visual content in an online marketing plan?
- What is my budget? – think about your total budget for the project to decide whether or not you can afford to put a video together. You should do ample research before ever picking up the phone, so that when someone quotes you a price that is 300% higher than your budget you can easily say “thanks but no thanks”. Also having a set budget will give you a clear picture of whether your budget will match the quality that you are looking for.
- What is my goal? – Once you have determined that you can indeed afford a video for your business, now is the time to decide what the content of the video will look like. Is it to show people why your product is important? How to use your product? How your service works? Ect ect. Also, what are your goals as far as reach is concerned? How many people would need to view the video or pick up the phone and call you in order to call this venture a success?
- What are my channels? – Video and visual content is great, but not for all channels. Make sure you have clearly defined places where the video will be used. (E.G. website, Youtube, Facebook, ect.) This way you are not scrambling to put it out there effectively and are more likely to have other content to supplement the visual content.
- How often will I create new content/ is the video time sensitive? – Never forget that many marketing materials can be time sensitive and video is no different. Sometimes we put information out on the internet and forget about it. Make sure you have a process in place to retrieve and deactivate any time sensitive information.
- How will I measure success? – As with any marketing plan, make sure there is a measureable timeline in place. Are you measuring leads coming in, video views for product exposure, or something else? There should be a timeline associated with these measurable to make sure that the content is being used in the way you intended and that any changes can be made in the future.
Of course video has been important for a long time, but its use on the internet has only become truly effective in the last 5 or so years as high speed availability has become more commonplace. Whether you are a large organization or a small Mom and Pop most budgets today are capable of creating some video content and it is an important step to humanize your brand online.