Whether you’re an enterprise company, a small startup or a one-man show, any size company can benefit from producing marketing videos. Video has become one of the hottest forms of marketing, and for good reason. As attention spans grow shorter and the need to be instantly entertained continues to rise, video solves these needs. It’s fast-paced, visually engaging, and the best part: you can skip over the pieces that don’t interest you.
From a search engine optimization (SEO) standpoint, you can use videos to quickly get exposure from Google. If you upload your marketing video to YouTube and configure it correctly, you will often find it easier getting referrals from video results shown by Google. Compared to ranking a text-based web page, video search engine optimization can be a much more efficient method of getting traffic.
Research shows that 47% of US brands feature video on product pages. 47% is not a number to take lightly, so if you want to stand a chance at getting your brand recognized and stand out from your competitors, hop on the video marketing wagon.
So how do I make a marketing video?
There are a lot of questions to answer before you jump into making your own. We’ve broken down below the three top questions you need to answer before producing your own marketing video:
What is your one goal for this video?
What do you want your audience to pull from the video? Here are some common goals:
Answering this question will help you set the framework for understanding the right format of your video.
What is the format of the video?
What impression do you want to leave your audience with? Maybe you want to produce a viral video to increase your social media following. Since viral videos typically have some “shock” factor (humor, unbelievable skill, surprising twist, etc.), they are good for creating brand personality and a company culture.
For example, our first attempt at a viral video presents the problem our product solves for customers (long sales cycles) through the experience of two cute kids who try out being street musicians.
If you want more engagement with your company and product, a product demo video will make the most sense. It should be informative and contribute to your reputation as an expert in your industry. And of course, it should educate the audience on what you’re offering, which will hopefully translate into more website visits so they can learn more.
How do you measure the effectiveness of your video?
Measuring the effectiveness of your video can be difficult if you haven’t clearly defined what your objectives are from the outset. Look for ways to measure both short-term impact and long-term changes in the interaction your prospects have with your company.
If the goal for producing your video was to increase awareness of your copmany by expanding your social media following, how have those numbers changed (YouTube views, Google Plus followers, etc.) in the following one or two weeks since releasing the video? How have they changed in the following three months? Set frequent check-in points so you can understand how your efforts are making an impact.
Last but not least, have fun! Let your creative juices flow (or recruit your creative friends…) when coming up with your video idea. A product demo video doesn’t have to be boring just because it’s a demo.
Here’s an example of a product demo video we made. In fact, it’s the main tool we use to demonstrate and sell our product: DemoChimp’s Intelligently Automated Product Demo
If you feel like you could use a hand from some experts who make marketing videos every day, contact us for a consultation.