With the expansion of digital marketing as a means of advertising and promoting brands, the demand for video production services is high, and rightly so.
In 2013, about half of marketers surveyed in a study done by eMarketer claimed video had the best ROI of all their content marketing efforts. As video has become more popular and more accessible to businesses over the past year and half, those numbers have surely increased.
But not all videos are created equal. If not done properly, video production can become a costly, ineffective endeavor. So how do you design a video strategy system that actually feeds your production budget? Here are a few things to keep in mind.
Set Clear Goals
Just as with any marketing strategy - whether digital or traditional - you must first and foremost have a clear understanding of your goal. How will you ever know your ROI if you have no idea what you’re wishing to accomplish? Define your goals and create a specific, step-by-step plan that allows you to accomplish them in an efficient way. Do you want to increase sales, generate buzz around your brand, or promote loyalty among existing customers? Your desired ROI depends greatly on your vision.
Do Your Research
Once you’ve set clear goals, it’s time to strategize the best way to meet those goals. Before drafting your own plan to use in conjunction with video production services, do some research into your competition. What are others in your niche doing with video, and what seems to generate the most response? Looking at the competition is a great way to get a general idea of what works and what doesn’t. Just be sure you don’t copy any ideas; uniqueness is crucial to video marketing success.
Make Use of Metrics
This step is vital. The only way to determine your level of success with video production services - and, in turn, your ROI - is to measure results. Keep track of views, comments, and shares to see which videos made the biggest impact. Don’t get discouraged if you didn’t get the desired response from one project; simply make a note of it and brainstorm ways to increase the video’s effectiveness. This is something video production services can help with.
Embrace SEO and Social Media
Search engine optimization (SEO) is important for any digital content you create, but many marketers fail to see the connection between it and video. To get the best chance for exposure, be sure to include relevant keywords in the content surrounding your video, such as descriptions, titles, and captions. Also consider adding a “share” button so that viewers can easily get your message in front of their circle of influence.
Get More Bang for Your Buck
When using video production services, consider creating more than one video at a time. You may be able to save a little money while simultaneously building your video database. This enables you to quickly and easily post videos regularly, which enhances your results even further. Sharing videos with your target demographic daily or weekly helps keep your brand top-of-mind and your audience engaged.
When you’re ready to take the leap into the world of video marketing, consider these tips to gain ROI. With a little help and structure, your video production can pay for itself.