Everything starts with the definition of clear and precise objectives! Whether we talk about the content of a video or its dissemination strategy, the goals and objectives will be the foundations and the « raison d’être » of each and every video marketing journey. They will act as a roadmap and will guide you throughout your project to help developing the most effective video. But how do you set your initial objectives and decide on your priorities? Altitude shows you the way to help your frame your needs and translate them into clear and specific marketing objectives.
« WHY? WHO? WHAT? HOW?» - The key questions of video marketing
First things first, before starting anything, you need to ask your yourself WHY you want to produce this new video. This is about capturing your central motivation behind this new project. If you skip this phase, you risk ending-up with a “way-too-general” video that will not benefit you as much as it should’ve. So let’s go! Grab a pen and paper, and start thinking about how to best integrate this new project into your current business strategy. Do you want to win a new call for procurement? Boost your sales or raise your profile? Highlight a new service? Announce a new partnership? Explain a complex technology or innovative solution to your audiences? It will also help asking yourself about the comebacks you could aim from your video viewers. When you have a better idea of what you want to accomplish, it’s time to determine your target audiences and address the “WHO?” question. Do you want to share some information internally with your stakeholders or rather persuade a new audience on the added value of your new product or service? Once you’ve solved that part, think about the message you could deliver to that audience. And that would be your “WHAT” of course. Finally, you will naturally come to the “HOW” as finding your target audience will automatically lead you to the best outreach channel. As examples, you could go for a “mailing” option if you want to address your internal audiences, while throwing a social media campaign will be the solution for larger audiences. Write down you goal and objectives, but also you answers to these key questions around your target audiences and channels for your next video. Then pin this paper up so that you can maintain your focus on your goals throughout the entire process around your video.
Set measurable goals.
With today’s digital possibilities, it is rather easy to assess the impact of a marketing project such as a new video. Set up some realistic KPIs during the first phase in order to capture your statistics and analyse them against these KPIs. This will help evaluating your performances in the light of your initial objectives. Because extracting statistics is a good thing. But analysing them against your goals is even better! And this is how you will adapt your efforts amid your communication activities, but also how you will start mastering and orchestrating your digital environment knowingly.
When it comes to the KPIs, do not focus only on the number of views and likes around your video. It is important to go beyond these reduced set of statistics and see how your video serves your business activities overall. And that’s when we start talking about ROI!
You could, for example, work towards a reduction of 15% of your bounce rate during the period of the publication of your video. Reminder: the bounce rate relates to the number of visitors leaving your website after the first page visit. Therefore you need that number to be as low as possible. But you can also aim for an increase of 20-30% engagement on your social media accounts (more shares, reactions, clicks) as well as an increase of 5 to 10% of online filled-in forms or even boosting your leads… It is up to you to gather the most relevant indicators in line with your activity priorities. And remember: what can be measured can be improved!
Write a script
Having a script will help you implement your objectives in the best way. Take back your paper with your objectives, your message and your target audiences, and start gathering all information that is the most relevant around your topic. If you wish to present your new solution, try to list what are its main advantages, what are its specificities compare to your competitors, if you have any testimonies to share, but also what could be the main objections your consumers could have.
This is about making research well in advance, but also outlining your main selling arguments. List-up your main points and draw a first conductive line that will serve as a skeleton for your video scenario.
Watch your audiences
During this first phase, you may want to observe and analyse your target audiences’ habits and interests. Take into account the videos that generate the most reactions and get the most “likes” within these publics, and then study your audiences’ behaviours. You will build a powerful knowledge that will allow you to produce an impactful video!
Ready? Start shooting!
Finally, following this phase of reflection, it will be time for you to dive into he creative and practical chapter of your project. Go for a strong storytelling and translate it creatively in the “movie language”. And then shoot y our video with the best-selected team. The essential will be to have the content of your video strategy developed precisely to mirror your initial objectives. And that’ll be it!
Altitude’s team will be there in any case to help you throughout each phase of your video marketing; so don’t hesitate to reach out!