Content compounds audiences. These three words are crucial to understanding the role of video content for marketing managers and CEOs of companies looking to expand their business. Often, companies dip their toes into video content with a single video hoping it will go viral or bring them 100 new leads. But in 2023, content needs a tailored strategy, volume, and use of an omnichannel approach for maximum results.
With over 10 years in the industry, I have helped companies both internationally and in Singapore build a video marketing strategy and produced numerous corporate videos that have earned media attention from Bloomberg to the Straits Times.
And I want to give you all my knowledge for free.
Video Marketing vs. Video Production
Firstly, we must understand the difference between video marketing and video production. In short, video marketing cannot exist without production, but video production can exist without video marketing.
Every video made in this world, good or bad, starts with an idea. But it doesn’t necessarily start with a strategy. When working with video production companies, their focus is on the technicalities of actual video production. From deciding the right equipment to professional lighting, their role is to actualize an idea in concept into a video in reality. However, in our current media landscape, that will not suffice unless the concept and strategy are planned by a separate marketing or creative agency. This is an expensive endeavor that only companies with lofty marketing budgets may consider.
So what is video marketing then? Video marketing is a term for videos that start with a marketing purpose and end with a return on investment. Incorporating a marketing strategy into the story and production of a video, video marketing is often a more cost-effective way for businesses looking to grow with their content. And it all starts with a plan.
Why video marketing strategy matters
Strategy is key to ensuring a successful video campaign. It starts from a long-term goal and then delves into the details, where each video is tailored to a specific audience and purpose. Ever wondered why testimonial videos have such a positive return on investment for companies, with over 78% of enterprise organizations realizing an ROI of 100% or more from their investment in testimonial videos? (Vocal video)
Well-strategized testimonial videos work, because they nudge customers, stuck in the deliberation stage of your pipeline in the right direction. We humans are instinctively social creatures, and when we see a long line outside an ice cream store, don’t we assume their store must have great ice cream? Similarly, when a client sees strong testimonials for your products, their confidence and belief in your product builds. This is not rocket science, it is simply human instinct.
So, where should I start?
The secret sauce
In the next paragraph, I will tell you the secret sauce that is blindingly obvious and has helped all our clients produce videos that have generated results surpassing simple view count.
A successful video marketing strategy starts from the end and looks within the pipeline.
Let’s breakdown the statement above into two sections:
Firstly, before even idea creating a video, figure out what your dream scenario for your video’s impact will be. The video is a creative tool, and getting great results requires creativity. Some common goals that companies have are improving brand awareness or recognition, retaining current customers, converting free customers, getting more website traffic, and even garnering direct sales from direct response ads.
The dream scenario may materialize, and if it does, great! But if it doesn’t, my experience is that often, the results of the video lands somewhere in between. For example, if you’re hoping to generate international interest in your product in the New York Times you may succeed if the stars align. Instead, you might land regional interest that still brings in new leads. And if you are consistent with your unique content, one day you might just end up being featured internationally!
Secondly, look at your pipeline like a doctor and see what needs medicine. Are you having trouble filling the top of the funnel, and converting leads, or are you clogged by queries by existing customers on how to use your product? There is a video that can produced for each of these problems which might very well solve them.
If you are looking to fill the top of your funnel, you might want to consider a brand video that gives a quick overview of your company’s capabilities and its unique selling points. And if you have customers, present or future, continually ask about your product’s functionality. Perhaps you might want to use a quick series of explainer videos about the ins and outs of your product. By pairing the type of video with the problems we are facing, we stand a much better chance of achieving our dream scenario.
Simple strategies for sustainable companies
For companies in the sustainable space, I’ve found that the biggest challenges are often improving brand awareness and differentiation from your competitors.
Take solar companies for example. In my experience, most solar companies place solar panels on rooftops. It might be on commercial rooftops or people’s homes. But solar panels on rooftops are still solar panels on rooftops.
So how do we improve brand awareness and differentiate?
We use the power of visual identity. My suggestion is to first use a brand video with a story unique to your company that can be placed on the landing page of your website. You may be a professional solar company with a straight-laced image or a fun-loving brand trying to change the world with solar. These mental images stick with viewers and build your visual identity. Use it.
The age of video is upon us
Videos are everywhere in the digital age. To stand out, we can no longer shoot shots in the dark and expect to hit a bullseye. It takes time, money, and a lot of effort to produce one video, and yet it may not bring the results you had hoped. This is why your next video campaign needs a tailored video strategy that will give you the best chance at your dream scenario.
Don’t forget that good content will compound your audience, and build an audience that trusts your brand. In the long run, good video content always pays for itself, which is a reason why you see companies of all sizes pouring their marketing budgets into content.
