Any video marketing campaign should be built on a solid strategy. The strategies used when planning a video campaign should not stray too far from your other marketing activities.
As mentioned in the previous Beginner's Guide article, video will enhance every aspect of your engagement. In the first instance, you need to determine your objectives as well as deciding how exactly how you will be using the video.
At this initial stage do not concentrate on your video's narrative and how to make it. Unless there has been an eureka moment, and you absolutely have to create the film you are thinking of right now because it will transform your business, rushing into the creative is dangerous. You could end up making a video without a clear understanding of how to launch it, who you are targeting or how to successfully measure ROI on your campaign.
Before you think about picking up a camera (or starting your animation), make sure you have answered these three questions:
- Business Objective: What do you want to achieve?
- Comms Objective: What do you want to say?
- Audience: Who do you want to reach?
Understanding the objectives
Let’s break down the main elements of the question before answering:
Business Objective - Find a result that enables you to measure the impact or ROI of the campaign. Be as targeted as you can as this will narrow the focus for your creative process and help you structure a campaign around achieving a successful outcome.
Comms Objective - Be specific about what you want to say. People will only spend a short time watching your content so ensure your messages are clear and concise. M&C Saatchi would argue you are only looking to say one thing. See if you can do the same. “All killer, no filler”.
Audience - The more precise you are about your audience, the more you will be able to use terminologies that they understand in a tone they can relate to.
Combining these 3 things will increase engagement and enhance the user experience of your campaign.
“The brutal simplicity of thought”
Consider the above statement before outlining the objectives. This is the creative philosophy of M&C Saatchi. Although simplicity looks easy, it's not. It's easier to complicate than simplify. Remember this when planning your strategy objectives. By continuously adding things or by being too generic you are diluting the focus and impact of your campaign.
Answering your objectives
Now you have a clear understanding on your objectives, below are examples of the right and wrong way to answer them:
1. Business Objective: What do you want to achieve?
Wrong - More business. Or - More revenue, customers, investors, Twitter followers, Linkedin interactions, 1 million views, valuable recruitment tool, internal comms piece, introduction to the company, showcase of key products.
Right - Marketing launch of our latest product/service. Targeting 10 new deals with existing customers and 5 new customers within 6 months of launch.
2. The Comms Objective: What do you want to say?
Wrong - We are the best. Or - We have a long history, strong track record, innovative, hi-tech, creative, cheaper, better quality, sustainable, quicker, more reliable, longer lasting, better value and have a strong financial backbone.
Right - Our software provides you with a cost-effective, real-time overview of your portfolio.
3. The Audience: Who do you want to reach?
Wrong - Everyone. Or - Partners, customers (across all sectors, markets, products and geographies), employees, new recruits, shareholders, stakeholders, journalists, media and the public.
Right - UK Fund managers that manage a portfolio of between £50 million to £250 million - particular focus on fixed-income over equities.
Building your team
It is important to get your key project team involved from the beginning. Make sure that all those in senior management who are impacted by this campaign (e.g. Comms/Marketing/Sales) are in agreement with the goals of the video. Their input shouldn’t finish there. Make sure they are informed throughout key stages of the creative and production process as video production can be expensive and time consuming, you don’t want any unwanted surprises at the end. One production tip is to make sure you have a project executive - someone that can make the final decision on everything. If you are working with an external agency or production company make sure they have a counterpart executive too.
Now the groundwork has been completed, you can begin to structure your video marketing campaign, which will be covered in chapter 3 of this series.
This blog is Chapter 2 of our Beginner's Guide to Video Marketing. The rest of the guide can be found below: