Agencies are pushing for reels and video content. The Content Marketing Institute assured that by 2022, the top investment for B2B brands will be video content.
Producing video content, although rewarding, is tiring and time-consuming if you do it without a plan. If you don't have a single clue about how to start, here is a quick guide:
Goal
There are different types of videos you can use for product promotion and even brand awareness. To choose the right one, you will need a clear goal. While a how-to video would be ideal for releasing a new product, a live stream would be the better choice to introduce your team.
The goal of the marketing campaign influences the timing, audio, and style of the video.
Audience
Have you ever tried to send an email to find out you left the recipient empty? Creating content for “everybody” is just like that.
Define who requires your product or service. What problems are they facing, and how can you solve them. What values can you have in common, interests that you share, and so on. By relating to your audience, communication improves.
Target is a universal term for a reason. Always know who you want to reach. By analyzing your ideal audience, you know better how to talk to them.
Time and Budget
Take into consideration the best format to communicate what you want to advertise. To announce an update you may get away with a cheerful live stream type of video that needs almost zero budget and is planned in no time. For a rebrand, on the other hand, you will want to go all out and invest in quality over-the-top video marketing content.
Having a clear idea of the tools and the time you have to produce will help you paint a better picture. Knowing the value of the product or service you want to promote will help you calculate the budget you need to invest in the marketing campaign.
Distribution
A key element of making a video is knowing which format to use. Most marketing materials are destined for social media. The vertical mode is more common each day due to the use of mobile. From then, you have two options: Owned channels or paid media.
- Owning a channel for displaying your video marketing is the better option since it also works as a brand showcase. Have an intro video on your landing page, fill your social media with demo videos, or share a company behind the scenes in a newsletter.
- Paid media or ads are the best options only when you have a well-thought-out profile of your ideal audience. Ads target in great detail audiences looking to purchase. If your goal is to recruit, you also need to know who you want to become a client.
Marketing is all about strategy. If you ever played Risk, you can market almost anything. You should not only be able to analyze the market and define your target but also be accustomed to the rough patches.
With a ton of tutorials on how to film reels, free marketing worksheets, and the like, video marketing production is accessible to anyone.