produced by Pennylane Visuals
All too often we encounter businesses and non-profits that make the same mistake. They make a single marketing video to promote their product, service or brand for the entire year. This may be better than no video marketing, but it will have a short life cycle. The key to marketing is consistency. Start thinking of a campaign of videos time-released over the course of the entire year.
Budgeting Your Campaign
What messages do you want to tell your audience this year? What stories would you like to share? You can start off by figuring out your annual budget for video marketing and explore what is possible. It could be a bunch of simple videos, a few highly produced videos with basic videos in-between, etc.
Are you looking to limit your budget or testing the waters to see what’s working? I would suggest starting with many simple videos so you can get more traction through out the year. I understand if you need to get that first “About Us” video on your home page. If so, start with that and create a goal to build your campaign after. As you find whats working best you’ll begin to see the return on investment building through the year. You’ll discover what’s working and what’s not working as well. Then you decide how to grow the next year. The main idea is to follow a successful video marketing strategy that you can scale every year. The more you invest, the more business will grow.
Limit Your Lengths
Limit your lengths of each video. 30 second videos with a single message can be powerful. 60 second videos are great. Even 2 minute videos can deliver phenomenal response. Once you venture into the 3+ minute land, you start to play with fire. The secret is to make sure longer videos are produced better with engaging stories. Here is an interesting article from ReelSEO about how length does matter. At Pennylane, we see the same mistake all the time. Companies try to squeeze too much information into one video. By spreading your messages out over multiple videos:
You create a bigger impact for each individual video
You help the customer focus
You have a better retention rate on videos which help your SEO
You’re adding easily to your annual campaign
Simplify each videos message and think of your master plan for the year, not for the one video.