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Kick start marketing with Video

464 words 2 mins read

Filming Plan

When you’re making videos, it’s important to have a solid plan. By setting specific goals in your plan, you can measure of success your video and keep your budget under control.

Many businesses use the SMART framework to set and achieve their goals.

  1. S (specific)
  2. M (measurable)
  3. A (achievable)
  4. R (realistic)
  5. T (time-bound)

Having SMART goals from the start will save a ton of production time and provide a safety net should things not go to plan.

Where’s Your Audience?

To reach your target audience successfully, you need to research the style, format, and content types platforms are best known for.  You can adjust your videos for each channel and audience sweet spots. Also, take consider the work that other creators supply and look at ways to makes your content stand out.  

Team Members

Part of doing more with less means getting good efficiency from your team. Get your team members to add their insight and work with the core video staff; often those whose jobs have nothing to do with video can provide some new ideas about the business story.   Ask for input from people who talk to your customers.  The customer support team, engineer or webmaster will know what are the hot topics for your business.

Target

‘If you try to appeal to everyone, you end up appealing to no one’

Focus on the main target audience and where they hang out, rather than casting too wide a net and missing your key people. If you have several audiences then budget to have different cuts of the same video to fit their criteria. 

Trial and Error

The point of testing is to gather insights to help improve your videos. Odd things like fonts or backdrop colours won’t be that useful, as you will have stuck to your brand guidelines using simple fonts and colours.  Testing can highlight  key aspects of the video content that you didn’t see because you were too close to it. It may be too late to make changes on the current work, but if you note the comments, you can take them forward to future content.

Measuring Success

Video marketers are often asked to prove how their videos tie in to business goals and give value for their spend. The definition of success can vary across business stakeholders so keep them in the loop from the start, be sure you are all working from the same plan. 

Summary

  • Create a plan to include relevant team members
  • Be clear about the aims of the video, and the part it plays within the overall marketing plan
  • Engage with stakeholders regularly
  • Target carefully for your audience
  • Get approval as you go, and
  • Agree on what success looks like

 

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