Making a Video is not Video Marketing

I've seen many companies that think just having a video produced equals video marketing. Being successful with video marketing involves more than production. What a lot of businesses lack is a distribution strategy for their video content.

Strategy is Step One

A lot of people get excited when they start thinking about what an actual marketing video for their company could look like. However, I ask our clients to take a step back and really think through their goals with the video. Are you trying to build brand awareness, capture leads, increase your database? And depending on your goals, how will you distribute the video and measure effectiveness? Brand building strategies can look a lot different compared to lead generation strategies.

Strategy Drives Creative

Thinking through the video marketing strategy impacts the creative direction and messaging of a video. If you decide that you'll be primarily using Instagram as a platform to distribute the video, then you only have a limited amount of time to get your message across as Instagram videos are shorter in length. But if your video will be used in an email to customers in your database, then you may have more time to tell your story since these customers have already shown an interest in your product/brand.

Don't Overthink It

When thinking through your strategy, it's good to start simple and build upon it as you continue your journey with video marketing. Audiences change, new platforms become available, and other things happen that will allow you to experiment and be innovative. Spend time thinking about how you'll be using the video before you hit record. This will help you to be more effective with your video marketing efforts.

#videomarketing #strategy