Thinking of jumping on the video marketing bandwagon? Below are five questions you should ask before you begin your foray into video marketing.
1. What is the purpose of your video?
Are you introducing your company to a new market? Are you promoting a specific product or service? Are you trying to drive more traffic to your website?
If you don’t have a clear purpose for creating your corporate video, chances are the messages in your video aren’t going to be clear, either. Define the top three reasons for creating your video and focus on those things in an effort to keep your video’s messages from veering too far off the map.
2. Where are you going to place your video?
If you’re making your first video, it may not be the smartest move for you to post it on YouTube and other social media sites.
Having only one video on your company’s YouTube page and other social media pages may make you look small-time and actually dimish your company's image more than it enhances it. Consider the idea that it may be smarter for you to wait until you have more than one video before you create or promote your social media video pages.
3. What are people going to get out of your video?
It should go without saying that your video needs to have a call-to-action. The call-to-action doesn’t have to be obvious; it may simply speak to a specific pain point your target audience finds particularly compelling, and offer your audience a convenient way to reach out to you. Just be sure to give your video’s viewers at least one compelling reason to engage with you. Your corporate video won't be worth your investment in it if it doesn't both inform and compel.
4. How are you going to ensure that your video is in alignment with your brand?
Your video needs to do more than simply incorporate your company logo in order for it to be in alignment with your brand. If the tone of your website and other marketing materials is formal, a casual, somewhat humorous, tongue-in-cheek video might not be the right video for you to create.
Similarly, if the bulk of your marketing collateral is friendly and approachable, putting together a formal video that comes across like a national news report probably isn’t going to be in your organization’s best interest.
5. How long is your video going to be?
Don't try to squeeze everything about your company into one video! Often, it won’t cost you much more to create multiple, short videos than it would cost you to create one long video that most people won’t stick around to view in its entirety. Three videos that are one and a half minutes in length (or shorter) will probably help you gain more traction and attention than any five-minute video.
The biggest mistake companies make is choosing not to engage in video marketing at all. Video marketing is here to stay for the foreseeable future.
Should you jump on the corporate video bandwagon? Yes! Just ask yourself the five questions listed above before you do and you'll be off to a smart start.