Video has always been a great channel through which brands can connect with their target audience. Nonetheless, as a business in the Big Apple, you need to develop a sound strategy that sets clear goals and detailed measures to attain them—competition is high.
Be sure to choose one of the high-quality film production companies in NYC as a partner to help you actualize your plan. Doing so will help you create a successful video marketing strategy and increase engagement with your target audience.
Identify Goals
For your video marketing campaign to resonate with potential buyers, you need to set clear goals. Having measurable goals will give you a tangible way to measure the success of your marketing campaign. It is a way of ensuring your video marketing offers a viable return on investment and contributes to your overall business objectives.
Creating a video for each step of the marketing process is essential. There are three steps to that process:
- Awareness – Attracting new customers to your brand.
- Consideration – Engaging with your audience.
- Decision – Trying to craft video content that closes the sale.
Discover and Define Your Target Audience
Have a clear picture of who your target audience is so you can be sure your content is relevant to them. This target video audience likely consists of your brand’s target customers, who your marketing team will have probably already built a profile for unless you’re going in a new direction.
Research the type of video content that appeals most to this demographic. You also need to know the media through which they prefer to consume their videos. Even drill down to the social media platforms where they watch most of their videos.
Identify Your Brand Story
Your brand story should engage potential buyers in a way that meets your business objectives. Present the video’s viewers with characters they can relate to and a storyline that will tug at their heartstrings.
A well-thought-out storyline has the power to stick with your audience for many years, helping to cement brand loyalty. To achieve this, create a narrative that introduces a problem. This problem should feature pain points that your target audience can relate to. Your story should then take the viewer on a journey as the protagonist, your brand, embarks on a quest to solve the problem.
Identify Who Will Tell Your Brand’s Story
There are several options you can choose from when deciding who will tell your brand’s story. You can have an in-house videographer handle the entire production or get assistance from an outsourced team. Also, you can scout for professional film production companies in NYC yourself or leave the task to an advertising agency.
You will also need to specify who will handle the video’s distribution and which channels will host your work. Ideally, you will want to distribute your video through as many platforms as possible. These channels will include your website’s pages and social media accounts.
If funds allow, you can enlist the services of one or more influencers to broaden your reach. However, it’s important to choose influencers who are the right fit for your brand.
Maintain a Timeline
Your video marketing strategy will only be effective if it is broken down into steps, each with a well-defined timeline. Specify the dates you will put together your video production team, create the video’s storyline, post the video online, and any other tasks in between.
Communicate these timelines explicitly to the team members involved. Ensure they adhere to them as closely as possible and provide support as needed.
Set a Realistic Budget
Use the best equipment and video processing software you can with your budget. It’s never been easier to access 4K capability or watch high-quality film content. As such, your viewers will have high expectations.
The quality you get will be dictated by how much you can spend. Since you likely won’t have a blank check for your video, you will need to set a realistic budget for your video project.
Ask for quotes from various film production companies in NYC to help make your budget as accurate as possible. To maintain your company’s shot callers’ goodwill and ensure the final product’s quality is not compromised; it’s advisable to try as hard as possible to stick to your budget.
Thorough Homework = A Great Video
A great video marketing strategy relies on a good amount of research. For instance, find out the different video types you can do, such as explainer video, promo video, and how-to video. Be sure to analyze the impact each type can have on your target audience. You might find the kind of video you need is much cheaper than you thought.
