Four times as many consumers prefer to watch a video about a product or service than to read about it [1] and more than 60% of marketers and small business owners planned to increase investment in video marketing this year [2]. Why are these facts worth noting? Because if you want to appeal to audiences and stay competitive within your industry, it’s time to start investing in video content as part of your marketing strategy.

There are many things that go into making engaging and effective video content. We’ve put together a list of items to get you started.

Establish a Purpose

As with any content creation, you should start with identifying a purpose for your video. The last thing you want is to spend time and money creating a 90-second video that leaves your audience confused.

A great start for entering the video realm is creating a company overview to let potential clients know about the services you provide and to give them a glimpse into who you are. If you have the opportunity to create multiple videos from the start, you can create segmented videos that focus on specific services, your team dynamic, client testimonials, etc.

Define Your Audience

Your product or service most likely will not appeal to everyone. That being said, it is crucial that you craft a message tailored to the specifics of your target audience. While it may seem risky to focus your message so specifically on one concept, it is even riskier to attempt to include everything in a one to two-minute video.

This is where the benefits of creating multiple videos comes into play. In doing so, you can define an audience for each and refine key messages to specifically relate to these individuals.

Create a Story

Video has the power to engage audiences, but it also has the power to completely bore your viewer. You must find a balance between sharing facts and features of your company while giving your brand a ‘human voice.’ Focus on the values and experiences that shape your business, thinking about its past, present, and future.

Once you are able to develop a statement as to why the company exists, you can creatively narrate your brand to your audience.

Visual Appeal

The benefit of video content is that you are able to show your story to an audience in minutes, rather than writing a novel about your company. Keep in mind that what you chose to depict in your video will have as much impact, if not more than what is being said.

If you are using animated video, make sure you consider color schemes, lines, scale, etc. in order to create consistent graphics throughout. If you take the interview-style route, chose individuals that best represent your company and can relate to your audience.

Video marketing has many benefits – improved SEO, stronger consumer attention, higher engagement, greater optimization opportunities, and so much more. As it continues to become more prominent, with businesses of every size making the investment, you too should consider making the leap. Let our team at Graham Media Partners share your story!



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