Video Strategy: planning for next year’s budget

video strategyYou know you want a new marketing video. Heck, you know you NEED a new marketing video… and next year is the year you’re going to make it happen! But knowing you need a video and creating a video strategy are two different things, and trust me, planning ahead will make things much easier on you.

Who’s Your Audience

The first step seems like an easy one, but in my opinion a lot of people tend to get off on the wrong foot.

It seems logical to decide on the type of video you want to produce (About Us, testimonial, product video, et cetera). Now, there’s nothing wrong with starting this way, but I look at the process differently.

Your first step should be identifying your audience.

Is it customers? Prospects? Your employees? Who are the people who will ultimately be watching and benefitting from your video.

Here’s why I like to start here. It’s the most important factor in putting together the video, and I want it to be front of mind from the get go.

Anytime you’re faced with a tough decision to make regarding the project, your first consideration should be how it impacts your viewers. You should base your actions on what’s going to appeal to them most.

That’s one of the reasons I think it’s important to make audience identification the top priority when you start a project. Let me give you an example.

Your first instinct might be… we need an explainer video for a product. However, maybe the audience you want to reach is first-time buyers as opposed to existing customers. Instead of an explainer video, a testimonial might be more effective since you’ll need to build trust.

Identifying your audience will guide you in making a more informed decision.

Have a Goal

A big failure for many video projects is that people don’t establish a goal. This is a huge mistake since there is so much data we can now collect.

Think about it ahead of time… what do you ultimately want this video to accomplish for you?

  • Brand awareness?
  • Push people through the sales funnel?
  • Drive traffic?

There are all sorts of goals you can establish for video, so make sure to pick something and then decide on how you’re going to measure success.

You can use the video analytics provided through YouTube, Facebook, and Google… or whatever video platform you might be using.

Those numbers can tell you who’s watching, how long they’re watching, what they clicked on next… all sorts of stats to help show you how effective your video is and guide decisions you make on future video projects.

Selecting the Type of Video

Now that you know who your viewers are, you can pick the type of video you need. Here’s a basic list to get you started:

  • About Us video
  • Testimonial
  • Marketing campaign video
  • Event video
  • Product or service video
  • Recruiting video
  • Mission or corporate culture video
  • HR video

Now, this is just a starter list. The possibilities are endless. I encourage you to consider video any time you need to communicate with a large audience.

Delivery

Next up, how are you going to deliver your video? Will it live on your website? Pumped out through social media? Used in an email campaign? Displayed on monitors in your lobby? Shown at a live event?

You might be thinking… well, we’ll definitely post the video on our website, but we also might want it for social, and maybe we can use it in sales presentations.

That’s totally fine. I love it when companies find multiple delivery methods! We want as many eyeballs on your video as possible. The key thing is to simply figure out which is the most important delivery method.

For example, maybe you’ve decided you need a new About Us video to go along with a website redesign. Sure… that video has the potential to be shown across many platforms, but the main reason for it is to create a good first-impression on people who visit your website.

Knowing this impacts how long the video should be. Websites are a pull, not push delivery method. Since people have come to your site to learn more about the company, you can get away with a little longer video (2-3 minutes).

Had you decided your primary use for the video was social media, you’d want it to be far shorter, like a minute or less.

video production costVideo Budget

Budget is always an important consideration and video projects are no different. Do you need to produce low cost videos, or will you have a decent amount of money to work with? Deciding how much you want to spend will greatly impact the scope of what you produce.

Here are a few things to think about:

  • DIY or professional production?
  • Do you want a big production team or something less obtrusive?
  • Do you just need someone to execute your plan or do you need someone to help with the storytelling?
  • How many days will it take to shoot?
  • Are any special permissions needed for production venues?
  • Will consent forms for participants be necessary?
  • Who will “star” in the video?
  • What’s the deadline like? Quick turnarounds tend to cost more.

These are good things to keep in mind as you plan your budget, but if you want some really helpful information start contacting video production companies now. Production houses like ours are usually more than happy to help you plan how much money you’ll need for your project.

How do pick a video company? Check out our video production buyers guide.

Promotion

This falls under the category of… last, but not least. How are you planning to promote your video?

I can’t tell you how many companies mess this up. They produce an awesome video, post it on their website, upload to YouTube and Facebook that first week… and that’s it. Then, they wonder why nobody is watching.

Have a plan in place regarding promotion. It’s not good enough to just share it once. You have to make it a part of your regular content marketing calendar. Not just for that first week… for the entire year!

Now, maybe you plan to show it several times during that first week, and then you scale it back over the course of the coming months. That’s fine. Just don’t forget about it.

Promote! Promote! Promote!

Wrapping-up Your Video Strategy

Video is a great tool for your communications toolbelt, but remember… you need a plan.

It’s not good enough to simply produce a good video. You need a plan in place before production starts to maximize your video’s potential.

And there’s no time like the present! Start working on your video strategy now, so that you have a good foundation to work from next year.

Tony GnauTony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 13 Telly Awards for its work.

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