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Have you ever put videos online and found they don’t get the results you want? Would you like to know the secret to making the most from your video content every time?

Why change is necessary

Today is the 5th November. In the UK this day is remembered for a 15th Century plot to blow up Parliament. We remember it with fireworks and bonfires all celebrating the plot’s failure.

Few however know that the plot failed because one of the conspirators wrote a letter to his brother-in-law with a warning not to attend Parliament.

A plan that had taken around 3 years to put together had failed because too many people knew about it.

I know. I know. I can hear you wondering what this all has to do with getting results from your video. The truth is that the key to getting the most out of your video content is to follow the example laid out by Guy Fawkes and his co-conspirators.

WARNING: Let me be clear, the secret to video marketing success does not involve explosives in any way.

Let me explain…

Careful planning

The gunpowder plot took 3 years to put together. A successful piece of content also needs proper planning. (Something that I will go in to in more detail in another blog.) It doesn’t need as much time as the gunpowder plot but simply ensuring that you can answer certain key questions can make all the difference to the content you produce and the results you get.

Here are a list of essential questions that should be answered before you start on any video production process.

The 5 magic questions

1) Why do you want to produce video as opposed to any other form of content?

Video is proven to receive some of the best engagement online. It can help a viewer personally connect with you or your brand. It can be used to explain difficult or complex information visually. Whatever your reason – make sure you keep it mind.

2) Who is your target audience?Knowing your audience is the key to marketing success

Are you creating content for existing customers, for prospective clients, for your employees or for the wider public to raise awareness of your brand?

The more detailed the information on who your audience is, the better you can tailor your video to suit them.

3) Where does the video lie in your customers journey?

One of the biggest problems with online content is an attempt to create one video that can achieve all goals. Trying to cover too many bases in one go lessens the effect of what you create.

If your goal is to attract new customers that have never heard of you before, focus on your headline content – what is the single key selling point of the product you are promoting?

Alternatively, if you are trying to help existing customers – put together a series of short ‘How to’ videos to help guide them on the product.

I have seen too many attempts to put all of this content in to a single video and the end products are never as affective as they should be. This is why knowing your audience is important.

4) Where are your intended audience going to want to watch the video?It’s not business to consumer,it’s not business to business,it’s people to people.

If you know your audience well you will know which online channels the video is going to be used on. Your website? YouTube? Facebook? LinkedIn? 

Knowing this will allow you to create content that is more likely to perform on these platforms. This article gives some great information on what type of content works well on some of the more popular channels.

WARNING: Just because a product or service is B2b doesn’t mean that it can’t be fun. The people working within the company you sell to… are just people. Create content that they would want to watch and half of your work will be done. 

 

5) How will you judge the success of the video?

The creation of anything for marketing purposes needs a clear objective and method for measuring success.

If the goal of your content is to increase awareness of your brand you might set a goal of how many views you want the video to receive.

If the goal is to promote a particular product your objective is likely to be related to increasing sales. How can you track and link views of the video to the sales you make? 

There are so many video marketing platforms out there that help you with this Vidyard, Wistia, Vzaar and even your CRMs or social media management tools have built in methods for helping you do this.

Using Google Analytics you can even track people that watch a video through to a purchase – this excellent article from Neil Patel can help guide you through his process.

The reason this is important is that it lets you place a value on that video. Knowing this allows you to budget appropriately.

If the video is a ‘nice to have’ but isn’t intended to generate much income or isn’t going to help employees increase efficiency or sales you shouldn’t be giving it a big budget. If the video can help brand awareness, sell more product etc. then you should budget appropriately.

Tell too many people

The plotters’ downfall is the secret to success in video marketing. Tell people about your content. I have seen too many companies, often against advice, put a video on their website or upload it to YouTube and do nothing.

If you don’t tell people that the video exists no one will see it.

The simple truth is that, even if you create the best video ever, (more often than not) video, on its own, will not achieve any of your goals if nobody knows it is there.

As part of any video production process you should be coming up with a strategy to launch the video. Send out an email to existing customers, promote it on social media, put out a trailer for the longer video to help build excitement, make it a featured piece of content on your website or use online advertising or post boosts to attract attention.

Get the results you want…

So remember remember on this 5th of November.

Gunpowder treason and plot.

Plan your content carefully

And talk about it a lot.

For more information about Smarter Video take a look here.

Please get in touch and let me know what you would like to learn or read about.

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