Now that you are all raring to go to make your first video, here are some tips to achieve maximum results on your first dip into the pool while reducing the chances of error as much as possible.
Due to the fact that social media is a constant stream of updated statuses, pictures, tag-lines and videos, it is only ideal to think of concepts that are not 1 hit wonders. Sure, talking about your product and the features it does is great, but there is hardly anymore types of these you can do unless you have a wide range of products you need to catch your audience up on or you have a new product launch. The idea is to craft a concept so uniquely you that the next time they see something similar, they will sit up and say “I know that ad”. This direct response to your audience is similar to a unique taste of your favourite food. Let us say for this instant is fried chicken. No one else can replicate that taste but the next time you eat something extremely similar to it, you will remember the brand and trigger an inclination to lean towards this brand. This is what is known as voluntary loyalty.
Leave the skills alone
Too many times we get so caught up in the project that we forget to recalibrate and ask ourselves what is our greatest contribution in this. If you are a marketer, your biggest contribution is consumer feedback and how each strategy address your audience and its direct impact there after. If you become a jack of all trades and get caught up in the process, you remain mediocre at best, not realising the true potential you have at your job. Yes, coordination is part of the job but it should be coordinating with someone who knows your vision and can execute it. The moment you reach for a camera to assist the company you hired to do it, it is time for you to change the company.
Take me off the pedestal
Just like everything we do at our job, it is supposed to be clockwork. Video has been held as a high esteem for far too long and this results in us doubting our instinct and gut feeling when it comes to doing what is right for the brand and company. A video is a communication tool, the same way a letter, text, whatsapp, facebook message, email, phone call, banners, article and even radio ad spots do. A communication tool must be to the point and garner a reaction. Failing to do so irregardless of how much money, time and effort you spent on it is nothing more than a waste of resource.
Plan but leave space to innovate
Ideally, you should be able to forecast at leas 3-6 months of communication materials your company need. Having a macro view of everything means you can shift things around to leverage on the social climate of the world. Let us say you are a marketing company for an oil control product and you are in the process of making a product launch video for it. However, all of a sudden an oil spill happen that impacted the community you are hoping to talk to. Instead of still running with your current plan, would it not be beneficial to do an oil spillage conservation exercise and present it in a video form or even doing a pun on the oil spill in the first place? Both executions suddenly elevates you from just wanting to send a message to making the message relevant to your audience, something that has been lost as we become more digitally inclined.
The toughest work in your line of work, but crucial nonetheless. Budgeting a certain amount of money is great but don’t forget the potential upside when you “upsize” your product. It could be a few hundred dollars more to 2-3 thousand more. If $10k marketing dollar generates $20k sales and $12k marketing dollar generates $36k sales, which would you pick then? The rule of thumb is to take 5% of your average yearly revenue up until now as your yearly marketing budget. Now this budget is fluid, meaning it can be 60% of it in the first half of the year and 40% in the second half. This guideline allows you to explore not just what is affordable, but also what an upsize or two can reap in terms of results.
If you want to communicate often to your clients and be successful in the social media space, then you have to also consider doing the same thing to your vendors and suppliers. When there is constant communication, there is less chance of sitting around twiddling our fingers and more chance to be productive. The inverse is also true; don’t become a naggy grandma. The rule of thumb in this instance is simple; how would you feel if you were in their shoes?
In the social media landscape, it is no longer possible to just depend on one source of communicating to get your message out. The idea is to spread your risk around when you take on a new communication tool like Video. Do more of what you know will work and allocate a small test trial fund for this. If this fund is too small to create a video, fret not. Allocate that aside from now until you have “saved” enough from your other marketing plans and then execute it right.
With these 7 tips in your pocket, we are certain you will start create better video content and communicate more effectively with your consumers.