The Video Marketing Mindset
I've been debating on how to write this post. I don't want it to come across as trying to convince you that your company needs video. But after talking with different businesses we partner with, trying to get feedback on how their video marketing is working, how it can improve, etc., there has been one common theme. When a business makes the leap from using video in their business occasionally to using video more consistently and strategically to grow their business, they acquire a video marketing mindset. They commit to capturing content with their phones, hiring an internal or external video partner, and being strategic and purposeful with their video efforts. They have a shift from a "video is something they sort of want to do" which turns into video is a powerful tool that they're business thrives with.
Why Embrace a Video Marketing Mindset?
Video is a tool like any other tool for marketing your business. But in today's world, to really get the most out of video, you have to embrace it. You have to be able to pull back layers of your business and let the camera see what makes you, your team, and your business different. A video marketing mindset understands that consistent video elevates your brand perception, helps streamline processes including sales, marketing, and recruiting, and improves your ability to communicate effectively with customers and team members.
Tips for Embracing Video
Create a goal for your video marketing efforts. Will your videos help with recruiting, gaining more customers, improving processes, etc.? Set a goal for why you are using video in the first place. If you are just wanting to do video because your competitors' are doing video or you like the idea of using video then video marketing might not be exactly what you need.
Make at least a 6 month plan. For many of our video campaigns, we have at least a 6 month plan and often times a 12 month plan. This plan can be a one page list of the videos you will be releasing each month and which videos you'll be working on. To be even more specific, you can include where certain videos fit into the buyer's journey and set goals for each of those videos. Another part of your video plan can be including which platforms you'll use the videos on including social media, email, sales meetings, TV, digital marketing, etc.
Work with a professional. Yes, this is a shameless plug for you to contact us at Captivated Content, but we are also mentioning this because working with a professional could mean adding an in-house video strategist, bringing on a marketing partner with video marketing and strategy experience, or having a video company consult with you to come up with a plan that your team can implement. By working with a professional, you'll be able to lean on them to create a plan based on your needs while also being the driving force behind your video marketing efforts.
Practice, practice, practice. For many small to medium sized businesses that are producing consistent video marketing, your on-camera talent will be yourself or your team members. Being on camera can be a little scary. The best way to become comfortable with being on camera is to practice. It also helps to have someone coach you through the process.
Why is it worth it?
Why is embracing a video marketing mindset worth it? First and foremost, video consumption over the internet has grown exponentially over the last 5-10 years. In the last year and a half, we have all learned just how valuable video assets can be. Not only can videos help communication when businesses can't be together, but video also allows for companies to share their stories. Storytelling is still the best form of marketing. By embracing video, you can be ahead of your competition, plan for success, and pivot when you need to. We have seen consistent video marketing really help with businesses that are struggling to find qualified applicants in recruiting, improve brand awareness, and match a company's vision with it's public perception. Video for business has been around for a while now, but with the growth of online video and social media video, businesses are learning that having a video strategy is becoming more of a must and not just a want.
If you are interested in a video strategy discovery meeting, please contact us today and we would love to share with you some ideas!