In today’s changing world, video is becoming more and more important. Thanks to social media, smartphones, busy people and dwindling attention spans, the modern Startup needs to capitalise on video marketing if they want to have an edge over their competition.
Don’t worry though, video marketing doesn’t necessarily require a big budget…
Here’s a simple 5 step process to develop an effective and scalable video marketing campaign for a startup on a tight budget.
2. Know your Goals and Audience
What is the purpose of the video?
- Sales / Lead Generation: You might have it on a landing page to encourage page conversions
- Education: You might want to show your users how to use your product or service
- Entertain: Encourage engagement and exposure on social media
- Inspire: Inspire the viewer to take positive actions
If your video marketing doesn’t have one of the above goals, it is unlikely to succeed.
Who is your target audience?
- Where do they spend their spare time?
- What are their needs and wants?
- What makes them engage, share or make a purchase?
- What type of content will resonate with them?
- What are they worried or excited about?
Answer these questions and keep them in mind when planning and producing your video marketing campaign. It helps to be really specific, give your target audience an avatar with a specific age, gender, occupation and name.
3. Decide on your content
It’s best to go with the ‘no idea’s a bad idea’ philosophy at first, get everything and anything that comes to mind down on paper and then whittle it down through a process of elimination. Remember to make sure that your desired topic(s) align with your goals and audience from step one.
If you’re stuck for ideas, you can check out what some of your competitors or other successful video marketing startups are doing. Use their ideas for inspiration and try to produce something better. Just make sure that you make it original and unique, make it your own.
There are two key considerations to also consider when deciding upon content:
- Value: How much value will it provide to the viewer in (terms of education, entertainment, inspiration, etc)
- Relevance: How relevant is the content to your brand, goals and target audience.
Value without relevance and vice-versa, is likely to be ineffective. For example, if you have a startup in the pet care industry, a video about changing the oil of a car might be very valuable in a different context, but has no relevance to your market or niche and is unlikely to provide any value to you or your customers.
4. Produce great content
You can make the video content yourself, there are a number of ways to do this which we go into a lot of depth in the 9 Unique Types of Demo Video for Startups article.
You can also check out our article about How to Make an Intro Video for your Startup for under £150.
If you’ve got a larger budget then it’s definitely worth hiring a digital agency (such as ourselves) to produce your content as it will provide a much higher ROI when done correctly.
4. Build Desire for More Content
If you are building a long-term video marketing campaign, which you definitely should be.. try to always leave your viewers wanting more at the end of your videos. This will ensure they come back to visit future content and allow for exponential growth in views and engagement as time goes on.
Share, share, share!
Share your content across all of your social networks, websites, blogs, email it to your client list and get as much exposure as possible. Make it easy to share and encourage engagement. This will also work wonders for your SEO.
Another very powerful trick to ‘going viral’ is to reach out to bloggers and influencers in your field, offer them some value in return for sharing your content. For example you might write a guest article for a blogger and embed your video.
There you have it.
Follow these 5 simple steps and you will be well on your way to some very potent video marketing campaigns. If you have any questions or need any help, please don’t hesitate to contact us at firstname.lastname@example.org and we will be happy to help.