There is no denying that video is a powerful tool in your inbound marketing strategy. A video for your company is like having an employee talking about you 24 hours a day, 365 days a year, leading prospects further along the buyer's journey. So how do you go about creating content? Where do you start?
You start with a purpose. First, identify your goals. Are you looking to increase business overall, focus on one specific product or service, or raise brand awareness?
Let's use an example: Directions, a fictional high-end outdoor apparel company releasing a new line of leather accessories made in the United States. A video, or a series of videos, showcasing those accessories would be the right move. Now strategize the best way to hit that goal. Each video should have a specific purpose and should be reusable outside of the launch for maximum return on investment. Because these are luxury products, every video needs to be high quality to instill that sense of craftsmanship.
- A short 15 to 30 second teaser released a week or two before launch to raise awareness and build excitement, ending with the launch date and a single URL. (Bonus tip: make a second version with no date, for reuse later.)
- A launch-day film highlighting the craftsmanship, shot on location with the real people building each piece, instilling quality and patriotic pride.
- A general promo showing the target demographic actually using the products on hikes and camping trips, so prospects can picture themselves (looking great) doing the same.
The common thread: keep each video focused on one clear call to action so you never confuse the viewer. Nail the purpose first, and the production decisions get a lot easier.