Often clients come to us to produce a video for their new website.
They understand the power of video. They want to tap into that power and so we make them a great video.
These days, however, our conversation prior to creating a video is more about the outcome and the strategy. Why is the video being produced and what do you need it to do for you?
Simply having a video on a website is not enough to attract views. There needs to be a well-planned strategy around the video and how you are going to get it in front of people. The right people. So it is not just about views but about quality views.
The video is a powerful form of marketing and marketing is all about connecting with your ideal audience. So you need a strategy that ensures your video not only looks great but will be seen and will resonate with the viewer.
The first part of the conversation for a new video should be around the strategy. Why are you making the video? Who is the target audience? What is the outcome you want from the video? Is it more credibility? A call to action – phone you? A sales action – buy the online product?
Or is it a step in any one or another of such outcomes? You need to understand where in the buying or activity cycle your viewer is and what is the next step you want them to take. Then consider how does this video fit into the picture.
ONE OR MANY?
With the above in mind, does that mean your video needs to be one stand-alone video or is it part of an ongoing conversation? For example, if you are fundraising, then you might want to create a series of videos that tell a story about why the funds are needed, how they will be used, how people will benefit and then some thank you videos which show people enjoying the outcome of the donations.
Videos provide an opportunity for people to know, like and trust you. The more times people engage with your video content, the more connected they become with you. Depending on what you are selling or offering you may need to develop this trust over a period of time.
WHAT ELSE DO YOU NEED?
Your video(s) may be very powerful but what else do you need to support your message? Are there supportive blogs, clever graphics, testimonials or case studies that can contribute to the journey you want to take your audience on? Should you have a comprehensive Facebook advertising campaign that incorporates videos, photos and other content to drive engagement?
How often do you post the content and who do you target? How much do you budget and how do you measure the result? The more clear you can be about each of these steps the better your return on investment will be.
IT’S NOT ABOUT THE VIDEO
But don’t worry if you don’t know the answers to all these questions. Unless you are in the digital marketing space this might be a bit confronting. The important thing is to be clear on what you ultimately are trying to achieve. And it’s not just about having a video on a website. It’s about what happens after people view the video. What is that outcome? Everything flows from that.
So next time you want to talk about making a video have a good think about why and what will happen once it has been made. How can you get it in front of people and generating that return on investment as quickly as possible?