It’s no secret that video has quickly become one of the best ways to communicate with your audience in a digital landscape.

Whether it’s an online web series, sales videos, testimonials, or even training videos, countless numbers of businesses are seeing massive growth as a result of video marketing.

So you may be saying to yourself, “I need to create a video!”. Just the thought gives you excitement for how you might be able to grow your brand and ultimately your bottom line.

But before you hire a production company, or even grab your own camera, there is one thing that you MUST do first.

Decide what outcome you are looking to achieve

I’m not telling you anything you don’t already know.

But you’d be surprised at how often this part is overlooked. It’s easy to say “We need video!” then step right in front of the camera and start talking.

The number one thing that you can do to ensure the success of a video campaign is this:

Decide on a single clear objective for the campaign that is aligned with your company goals. 

Different business objectives require different video types

Video is not one size fits all.

For example, if you are having a tough time getting traffic to your website, the best type of videos for solving that challenge would be videos geared towards creating awareness.

These videos are typically not created to sell a specific product, rather, they are created with the intent of exposing your brand to a new audience.

This might include a video that offers information or advice to your target audience, with the sole objective of introducing them to your brand. It could also be a short story relating to your brand that your new audience would relate to.

However, let’s say you are getting plenty of traffic, but aren’t converting sales as much as you’d like or should be. That’s where more “direct response” videos come in that have the objective of conversions.

Some examples are product demo videos, sales videos, and testimonials.

These are also great for re-marketing campaigns. A re-marketing campaign allows you to show your videos to people who have visited your website already but didn’t make a purchase.

If you are going to create a video, the strategy should never be an afterthought

The bottom line is, creating a video just for the sake of doing so, is not an effective strategy. Once you have your goal determined, you want to create a strategy around that goal.

Keep the momentum going

In order to get the most out of video marketing, you should consistently be creating videos that are in line with your strategy and ideally includes videos for every step of the buyer’s journey.

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