Messaging strategies are a fantastic way to keep your company focused on the goals and values that will lead your company towards success. But how do you implement messaging strategies effectively through video? How do you combine creativity with the practical needs of your company?
You want your video to reflect your brand, period. Think carefully about the culture your company wants to cultivate and test your ideas, scripts, and visuals against that yardstick. If organization is one of your key points, avoid b-roll shots of messy desks. Push for brand recognition by using your video to reflect your print and online efforts. This way, potential clients are more likely to make connections when you market across multiple platforms.
Keep the ideas you are trying to convey simple and precise. If you have a lot of content you can share, that’s great! Consider making a series of videos instead of one video that works as a “catch-all”. A video series will also help you stay consistently in front of customers in a fresh, engaging way and is more likely to bear fruit in the long run. A video should contain up to three ideas that can be articulated simply. If your message is complex limit the video to one or two points to keep your audience from getting lost or forgetting important info. Remember, video is most attractive to the least attentive audiences, so simple is better.
Decide how you want your viewers to feel. People are much more likely to make a purchase from a company that calls on their emotions. Keep in mind that your audience demographics will need to be taken into account. Artistic grunge-style graphics with rock music might appeal to young adult males, but it is less likely to impress middle-aged business men and women. Some great examples of videos that are designed with their viewers in mind include the Coca Cola Polar Bear Commercials and the Old Spice Handsome Man Ads. Both campaigns were incredibly effective, but took very different approaches to appeal to their target demographic.
Every company creates a video with the idea of improving communication and increasing company value. Training videos hope to produce more efficient employees and promotional videos aim to bring in more leads. Both results can lead to higher profit margins, but it can be hard to tell if a video has been successful if you don’t have a benchmark to measure against. Assign a realistic desired outcome to the video and see how it performs.
Once you have assigned a goal to your video, do what you can to ensure that the goal is reached. If you’re posting the video online, make an effort to push the video on the social media sites that reach your target demographic. Optimize the video for SEO search, create a press release or incorporate the video in your website and e-mail campaigns. If your video is designed for broadcast, make sure you’re advertising in promising time slots on channels that have demonstrated their reach for your demographic.
Positioning a video for success and measuring its progress towards attaining your goal can be daunting. It may be difficult to know how to start. Don’t be afraid to ask for help and guidance from a digital business development company like Frozen Fire. Effective targeted marketing requires expertise in a variety of messaging strategies, what works for one company may be totally un-suited for another.
Contact Frozen Fire to see how we can help you tie your messaging strategies to video.
By Liz LeGrande
Frozen Fire is a digital business development and communication strategy firm that exists so that businesses have the tools necessary to know exactly who their customers are and what their customers are looking for; we help companies connect with their customers via digital marketing strategies; and we help them to drive their sales, business development and marketing efforts, so as to gain the maximum return on their investments in terms of marketing dollars, efforts, and human resources. Contact us to learn how we can help your business know, connect, drive.
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