If you have not explored adding video to your marketing strategy for your business you are missing a great opportunity to increase awareness of your business.
YouTube has become the number 2 (two) Internet search engine after Google, and it’s become clear that businesses that aren’t using online video to market their firm are at a competitive disadvantage. As you explore your options there are some key strategic points and best practices to remember and leverage as you integrate video into your business marketing strategy.
While you are Planning your strategy, before implementing the effort, remember these Best Practices for your business Video:
1. Identify existing content to reuse in your online video
- Is the supporting material you have available for the video a fit for a visual presentation about your business?
- Does your product or feature support a focus on training, product/service demonstration, or just a “business story”?
- Do you have key members of your firm who are “thought leaders” in your marketplace who can present your business well and keep the attention of the target audience?
2. Plan the right type of video that will support your business strategy
- What are the expectations of your targeted audience?
- How do customers interact with your brand?
- Are the benefits of your product or service easily defined?
- Is your product or service heavily detailed and complex?
3. Build a script or “story” for your business video using existing content
- What is your brand’s personality?
- Can your product or service be described in plain language (avoiding industry acronyms)?
- Can you turn your message into a story the potential customer can understand?
4. Match your existing marketing message and brand positioning so the video supports your business plan
- What kind of environment best showcases your brand, product or service? (i.e.: corporate, food, retail, manufacturing, entertainment, etc.)
- b. Does your presentation require multiple locations? (i.e., should you show a product/service development setting, a sales setting, a business case example, etc.)
- Can your product/service be shown in a recommended use by an existing client?
5. Find opportunities to use your video content as a “live brochure”
- What web/social media type do your potential customers use to interact with your business?
- Does your video marketing material offer a learning opportunity or position you as a thought leader?
- Can you leverage your video message to offer value to customer which will generate leads?
6. Are you planning on creating the business video “in-house”? Have you considered using a professional to create your business video – remember this is your brand!