How to Make Video Marketing Work for Your Business

Video marketing is the chosen method of communication delivery for today’s consumer audience. Just having a website, with text based content and some static images, is no longer “enough.” Despite realizing that video is important to business growth, many business owners are not sure how to make video marketing work for their needs. If figuring out how to make video marketing work for your business is something that you’ve been struggling with, you’re not alone!

At Beverly Boy Productions we frequently receive calls from various business owners that are interested in video marketing but they don’t quite know where to start. How many videos is “enough?” What kind of videos do I need? How long should my videos be? All of these common questions come up with new businesses that are trying to figure out video marketing for the very first time.

The truth is, figuring out how to make video marketing work for your business is all about mastering the art of coming up with a video marketing strategy and choosing the right goals for your videos as well as the proper metrics to track the success of your video marketing campaigns. 

To hire a professional video production crew that will take the guesswork out of the video creation process, give Beverly Boy Productions a call! We can assist you with the entire process from pre-production planning and video marketing strategy to shooting the perfect videos for your brand and distributing them to your audience.

Developing a Video Marketing Strategy

Just like any marketing campaign, the first steps to success with video marketing is to strategize. You need to develop a video marketing strategy that’s going to work for your business. This means, defining the business goals you wish to achieve with your video marketing campaigns and planning the types of videos that you’ll use to achieve those goals.

Any business that has achieved success with video marketing will tell you that it took creating a plan, setting goals, and measuring success. That’s video marketing strategy in a nutshell. So, although your instinct might say all you need to do is grab your cellphone and start shooting footage that you can share, there’s more to it than that – a lot more!

Planning your video marketing strategy will help you set your campaign up for success. Decide on what you want to achieve, who you want to reach, how you’ll solve their problems, and how you will measure the success of your video marketing campaigns. You might do any of the following:

• Create customer testimonial videos to increase trust and conversions.
• Create product demo videos to help customers understand your products and to increase the chance of a sale.
• Create how-to videos that show customers how to maximize use of your products or services.
• Answer important customer questions via live stream to personalize and humanize your brand.
• Create branded videos that help customers resonate with your mission, values and goals.

As you plan your video marketing strategy in a way that will ensure it works for your business, just make sure that you’re planning videos around your goals and that you’re creating content that your audience will resonate with.

Create Video Content that Resonates with Your Target Audience

This means you have to know who your target audience is and what makes them “tick.” Don’t willy nilly publish videos without a plan or without a focus on who you’re speaking to! Who is your target audience? Are they moms with school age children that are looking for a way to earn money at home? Are they seniors that are nearing retirement and looking for a way to feel better about themselves? Are they corporate business owners that are looking for ways to improve their revenues? 

Knowing key details about your audience, where they stand, and what problems or challenges they face is absolutely vital to learning how to make video marketing work for your business. This way you can create videos that will resonate with your target audience. Here are the considerations you should be making before creating any video for your brand:

• Who is your video for?
• Where is your target audience from?
• How old is your audience?
• What struggles do your audience members face?
• How can your products or services help your audience?
• What kind of content does your audience enjoy?
• Where does your audience watch videos?

Answering all of these questions about your target audience BEFORE you produce any videos will help you to take steps to ensure that the content you do create speaks to them. This will also give you a guide to follow in terms of what kind of videos to create, how long your videos should be, and what formatting requirements you should follow based on where you intend to publish you videos.

Hire a Professional Production Company to Create Videos

Now that you’ve got your ideas in place and you know what goals you wish to achieve with your video marketing efforts, you can hire a full-service video production company to assist you with the technical side of shooting a marketing video for your business. There’s enough that goes into learning how to make video marketing work for your business without also taking on the task of filming and editing the video content, too.

Hiring a professional, such as Beverly Boy Productions, will give you the ability to focus more on things like video distribution, promotion, and tracking metrics to ensure your campaign is successful.

Track Campaign Metrics & Pivot Where Needed

Once you’ve distributed your marketing videos through the desired channels such as YouTube, social media, your website or through your email campaigns, it’s time to start tracking the success of your efforts. Make sure that you align metrics for tracking with your goals. Thus, if you had a goal to increase brand awareness with your video marketing, then you would track things like number of video shares, video reach, and new traffic to your website.

Likewise, if you were hoping that your video marketing would increase sales for your business, you would track things like leads, actual sales, conversions, and total ROI. Ultimately, how you track the success of your video marketing campaigns to determine if video marketing is working for your business is going to depend on your video marketing goals and the steps you tool to achieve those goals. 

Want to learn more about how to make video marketing work for your business? Give Beverly Boy Productions a call! We can’t wait to get started with your brand!