Many marketing teams tremble when contemplating video production. They are intimidated by the medium and sometimes mistakenly think of it as a high-cost endeavor with low ROI.
Too many marketers drive up costs and diminish video’s overall value by falling into the trap of creating multiple one-off videos. Other marketers mistakenly believe if they put big dollars into a video project, it will be a big success. An overarching strategy to guide video development is necessary to ensure that each video is simply a piece of the larger whole.
Key performance indicators should be identified in the strategy. KPIs also should be identified for each video to ensure that it connects to the strategy and serves its purpose, which often relates to the target audience’s stage in the process.
The strategy also should detail the primary distribution point for the video – TV, Facebook, YouTube, etc. That determination allows videos to be optimized in the creation stage.
Getting executive sign-off on video marketing can be challenging, but it can be done. Make the case that video is an essential medium for your marketing toolkit and needs to have its own line in the budget just like Facebook ads, magazine ads, direct mail efforts, and all the rest.
Detail the broad range of use for video – to build brand awareness, to show corporate responsibility, to promote, to entertain, to educate, etc.
Next, hit execs with hard facts. For instance, YouTube is the second largest search engine in the world. Facebook’s algorithm favors native-hosted video. Other helpful stats include:
It’s also important to sell the execs on your vision by sharing the goals – how much will it increase brand awareness, engagement, profitability, or product awareness? Demonstrate how video content dovetails with your current marketing. To drive your point home, highlight existing assets – white papers, articles, blog posts, etc. – that can be transformed into a “snackable” video series.