Digital video is a new and intriguing opportunity for many advertisers. However, the first obvious roadblock in a video marketing campaign is the cost of production. Common sense tells us that creating a video is more expensive and time consuming than creating an image, however I’m here to tell you to not mark it off your list of opportunities just yet.
Forbes recently published an article titled, “How To Master Video Marketing On a Budget” and listed several tips to get the job done.
First, do your research. With any marketing campaign, you want to make sure you’ll stand out, be noticed, and be successful. Make sure to nail down the purpose of the video. Are you trying to get people to purchase a product, visit a new place, or simply become aware of your brand? Once you’ve figured out your goals, make sure you research your competitors to avoid creating a look-alike ad causing consumers to get déjà vu when they view.
The next suggestion is to ask your audience. Consider using user generated content to increase engagement and authenticity.
Third is to cut back on actors. Let’s face it, actors are expensive. If budget is an issue, try going for animation or only using a few faces to get your message across.
Which leads me to the next recommendation, get to the point. Think about a child telling you a story, you know how it takes forever for them to build to the climax? Well, we don’t want that (usually). On average, “your audience’s attention span is just eight seconds” so we want to deliver the message before they get distracted.
Promote Promote Promote! Put some targeting behind your message. Use tags and keywords to give your video higher rankings. Make sure it’s on YouTube! YouTube is the second largest search engine by volume only falling behind Google, so make sure you’re where the audience is.
Also, feel free to repurpose your video content across a multitude of platforms. Share it on social, send it in your email marketing, post it with a blog, etc.
Lastly, be sure to keep quality high. Never sacrifice the quality of your content. If budgets are tight, look for other ways to make due. Lowering the quality of your content will only lower the viewers opinions of your brand.