February 10, 2014
You’ve decided to start using video for marketing. Welcome aboard! Now the question becomes, where do you go from here?
The jump from making the decision to bring video into your marketing strategy, and making it a reality requires you to take the time to do some planning and decision making.
Here’s where you need to start:
What are your goals?
Every marketing initiative needs a set of goals. To start, consider what you’re hoping to achieve with video marketing. What can it do for you that your other efforts can’t? Make goals clear from the beginning. That way you’ll have benchmarks along the way to determine the progress you’re making.
This is also important because you want to make sure your expectations are realistic from the start. Rather than shooting for your videos to go viral, consider the kind of long and short term impact they can have if you aim to connect with your audience by providing content they’ll enjoy and want to share.
Going viral is a bonus!
What’s your budget?
Similar to any overall goals, it’s necessary to be completely upfront about budget from the beginning. You don’t need a huge budget to make your video campaigns a success, but it does mean you’ll need to be mindful about where that money’s going.
With video, you need to consider how much reach you can get without paying for it versus what you’ll need to pay for. Other considerations include the amount you’re looking to pay for video software, and what it can do to make your campaign experience easier. There’s no need to overspend, as long as you’re realistic about where you’re at.
The learning process
Maybe you’re already a video marketing expert. Which is great news for you, your team, and the campaigns you’re going to be running. Chances are, you still have some things left to learn, which is okay! It’s important to know going in that you’re going to make mistakes. Campaigns aren’t going to have the turn out you thought they would, you’re going to think you’re messing up, even when you’re not.
Take a breath. Regroup.
Commit yourself to learning from your experiences. No one is automatically a marketing expert. So take it all in, and then make the effort to look around at what other brands are doing, and what you can learn from other blogs and websites.
How to keep things going forward
This one gets talked about a lot, but it doesn’t really mean much if it isn’t implemented. At the core of any great campaign, or successful marketing efforts is a great team.
Video marketing campaigns do well because of the inherent creativity that video calls for. You have to go through the process of drafting ideas, re-working them until you come up with the right formula. Coming up with ways to make the logistics work, and get your boss on board with what you’re proposing.
Without a team that’s on the same page, and motivated to work together to get things done, the creativity is going to suffer. One person can’t hold up an entire team, or push them to run an awesome campaign. But it’s important to be mindful of how we’re operating within our team.
Start with you. Focus on how you conduct yourself, and how you can strive to be a positive force behind campaign efforts. It’s not the answer to every problem that will crop up over the course of your campaign, but it’s a really good start.