SME businesses simply refer to small and medium enterprises that you see online nowadays. These businesses require effective and cheap methods to market their products and services, as they do not have heavy marketing budgets like the big companies. Hence, they resort to the most effective marketing method today – video marketing. Videos have the capability to explain the product in great extent. In addition, the brand is able to connect with potential customers over the globe as visuals have a universal language. However, planning a video content for marketing is easier said than done and content development is a tiring ongoing process. Follow our checklist to make great appealing video content.
Identify the purpose of the video
You cannot blindly post a video just because it is associated with the brand and expect positive results. Narrow down the requirements and make the content accordingly. Be sharp. Create different types of videos for different types of customers – a short inspirational one for a prospective customer and an elaborate one for demonstration.
Be practical with video production
Video making can give wings to your imagination. Proper scripting, budgeting and setting a time limit ensure efficient video production. Always write a script for your video. A script is the blue print that keeps you focused during production. Complete the production and post- production of your video in a set period. Focus on the spending otherwise you may overshoot on the budget and defeat the whole purpose of making the video.
Video should be platform specific
Today as there are different online platforms to share your video content — Facebook, YouTube, Vimeo, etc. – we must know the type of users on these platforms, what kind of video content appeases them, what is the ideal duration for videos in each platform and the general constraints of various platforms before posting them.
Provide call to action
The video should always end with a call to action provision so that the viewer can approach the brand’s service or buy the product immediately as laid out in the marketing video. Always focus on the goal the video is trying to tell its viewers and provide an appropriate call to action at the end of the video.
Absolutely no plagiarism
You may search for videos online for inspiration and understanding the demands of the product, but make sure you do not copy them as they are. This practice is not in good taste. Moreover, the video could backfire and affect the reputation of the brand, as there are different techniques available to detect plagiarism easily today.
Think from the customer’s POV
As much as it is important to focus on the purpose of the video, it is equally important to think from the customer’s point-of-view too and incorporate content that is useful to them.
Incorporate ideas from everyone
Making content for the video is the primary task of video production. Collect information pertaining to the relevant subject from everyone who is dealing with the product directly or indirectly. As a video maker, your area of expertise might be limited to video production, where your video needs content for customers who use the product – get in touch with the customer handling team.
Be in sync with the brand
Understand the company’s nature and depict its personality through the marketing video. If your company is a cool one, your viewers must get that feel after watching your brand’s video. You may ask for feedbacks from viewers regarding the video and get to know how they view your company; this information could be used while making videos in future. If the brand is already associated with a particular format of storytelling in its previous videos, then the new video should also mimic its style of generating information to its viewers.