The script is the backbone to every video marketing project, so it's vital that
you're clear on the goals of your video marketing
campaign from the very start. It's important not to try
to cram too many messages into one video. Ideally, you want each video
to have one overarching key message that you want
your audience to remember, with maybe a couple of
additional pieces of information that support your main message. If you try and squeeze too much
information into one video, you may end up with a bloated film that doesn't give you
the results you want. The goals for your
video marketing campaign could be anything from
increasing brand recognition, simplifying a process or
encouraging people to buy. Whatever it is, there's a good chance that it fits into one of
these three categories: Teach Your Audience. If the aim for your video marketing is to train your audience,
that can take many forms.
It could be as straightforward as a step-by-step instructional
guide for a product or service you provide. Something like an unboxing
video is a good example, if you sell physical products. Alternatively, a walkthrough of an app, a piece of software or web
portal works brilliantly for digital products. We did a few of these for a
client in the education sector, and it definitely helped
educate their new clients with how their membership site worked. For an internal audience, you may want to train
your team on a new process or refresh their knowledge
of an existing process.
A health and safety video is
a classic example of this. We've done several health and
safety videos over the years for internal and external audiences. There isn't a better way
to communicate lifesaving information than through video. Inspire Your Audience. To inspire your audience,
you want to pursued them into taking action and doing
something that they probably hadn't intended on doing
until they watched your video. This could be making a purchase, upgrading from an existing service, moving away from a different supplier or just picking up the phone
to inquire about a product.
Inspirational videos are
essential for charities as well, whether it's motivating
people to give up their time for an event or to inspire them to support the charity through donations. Don't be afraid to use emotion as much as you can to
communicate your message. When you motivate your
audience in a video, you want them to make a change to their current behavior in some way. Inform Your Audience. Arguably, every good
piece of video marketing informs the audience. Whatever the aim of your video, you want the audience to be educated and go away from it with
some new information, otherwise what's the point? However, to inform an audience
can be a goal in itself for your video marketing.
Perhaps you're producing a
video to welcome new employees to the business and you
want to provide them with some context and
backstory to the organization. We've done this before for
one of our law firm clients and it was a massive time saver. It freed up the CEO's time
and they no longer needed to be present at every employee induction. You may feel your video needs
a combination of the above to work and that's fine. Just remember, everything
that makes up your video, the script, filming, editing,
graphics, even the length, should all be aligned with
achieving the same goal. Can you see your business or
charity using any of these tips for your next video? Let us know. Find us on Instagram, Facebook, or Twitter and let us know your thoughts..
