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Technical Ability Is Not Marketing - Just Because You CAN Create Video Alone, Doesn't Mean You(tube) Should

April 26, 2017

 

There’s no denying the power and reach of video to today’s marketer. 96% of B2B organizations use at least some video in their marketing campaigns, and 22% of US small businesses plan to post videos within the next 12 months.

 

Consumers are watching on desktops, laptops, tablets, smartphones and connected TVs – everything from music videos to branded content. There is a seemingly endless audience out there, but it is becoming an ever more savvy audience. So, what does this mean for your brand?

 

No longer is just “any video” going to help you reach your objectives. 

As a strategic marketing and design firm that caters to small to mid-sized businesses, P2E aims to limit client expenses. We often call on additional experts to help execute our clients’ plans. Of course, we don't devalue their knowledge by offering our experience and direction that focuses on the client’s brand. That combination of technical know-how and brand oversight allows us to create an amazing marketing piece for you. But this is where things sometimes go wacky. Technological advancements in smartphones, and the ease of uploading to online platforms, fosters the impression that any video is good video. But by eliminating the marketing and creative oversight to make sure it flows, has the right messaging (which means using copywriters) and targets the right audience, you may not be helping your brand at all. So, here are 5 things to consider for EVERY video:

 

1. Aim for a Script of One Minute or Less. Definitely keep it under two minutes. According to HubSpot, 60% of viewers will not watch a video longer than 2 minutes, unless it is instructional. 

 

2. Have a Call to Action. A call to action is a chance for you to tell your visitor exactly what they need to do next, and why. It should be integrated into the script, and not presented as an afterthought.

 

3. Don't Make Videos too Sales-Focused. Video is one more venue to connect with prospects…to introduce or reinforce your brand and its personality. If done well, you can help build trust. If done poorly, you may struggle to keep those prospects on the Brand Journey. Video, like other good content, is an opportunity to engage with your customers and prospects. Don’t oversell.

 

4. Focus on Production Quality. Consumers are used to seeing high quality video every day. When they come across poor video, or hear poor audio, the impression it leaves is one of amateurism that affects your brand. 62% of people are more likely to have a negative perception of a brand that published a poor-quality video, and 23% of people who have been presented with a poor-quality video would hesitate to purchase from the brand.

 

5. Focus on the Brand Message. This is number five, but may be the most important point. The content, the messaging, the creative, the voice, the channel(s) to which you publish, and every other consideration in developing your video must align with your brand. Otherwise you may as well spend more time taking family videos.

 

If you are looking for video marketing for everything from Youtube videos to webinars don't just call on those who are technically savvy. If you can’t afford a large agency, look for someone you might consider as a marketing project manager, like P2E. We will make sure ALL the right people are hired within budget and guide all the talent to create the ultimate end-product that meets your criteria and actionable messaging - as well as being visually compelling. Because if you think it's costly to use outside talent, think how much it will cost you when you aren't reaching your goals.

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