Although Tasha.Media was created to help you take your video to the next level after it is made, there are many factors that need to be thought through at the outset that will have a huge impact on whether you find success with your video.
Whether you are making entertainment content or marketing content, a deep understanding of these factors will set you up to get as much from your video as possible.
Define Your Goal
What do you want your video to do for you? Do you want more followers on your social media? Do you want more subscribers to your email list? Do you want people to purchase your product? Knowing what you want is as important as knowing who your customer is so you can talk directly to them as a means of engagement.
Understand Your Viewers
Understand your viewers better by creating a persona profile. Who are they? Where do they hang out online? What are their goals in life? Are they intellectuals who appreciate a good dry wit? Are they young entrepreneurs who are looking for ways to up their game by networking with influencers?
EXERCISE: Draft a one-page description of your quintessential viewer. Include everything you can imagine that is important to them. Be sure to include:
1. Demographics: Age, gender, location, marital status, income, ethnic background, etc.
2. Psychographics: Psychology, values, attitudes, behaviors, lifestyle, interests, etc.
Research whether or not an existing report has been done in your field with a service or product similar to yours.
Conduct interviews, focus groups, and/or surveys of your existing clients to get a good understanding of who they are and why they chose to purchase from you.
You probably already have a good idea of who your customer is. However, the most important point is to identify their “pain point,” which is their motivation for doing a search online in the first place. And of course, your product or service is the solution to their problem.
Find Your Audience
To start narrowing down which social sites have the biggest concentration of your viewers, ask and brainstorm the following questions:
● How old are they, on average?
● What are their main interests?
● Where do they get most of their news?
● What do they like/retweet/share the most?
● What other businesses/organizations do they follow?
Choose the Right Video Format
There are over 50 types of video formats or 'kinds' of videos. With the invention of new apps and software to create and manipulate videos, the list continues to grow. Each video format has its own intrinsic purpose. Although we are going to stick within the world of social and marketing videos, the point of every video is to elicit engagement, whether it be engagement of an emotion (entertainment) or an action (marketing).
A demonstration video is for showing your viewer how to do something they want done. A movie trailer shows a viewer what to expect. A testimonial explores the great service a customer has received and similarly, a success story recounts the transformation that a product or service has made in someone's life. A fundraiser video shows a viewer the value of donating to a cause.
The kind of video you create has a great deal to do whose attention you want and where you intend to market your video online.
We will give you the basic tools for marketing and tracking your video and quantifying the success of your efforts. As you move forward, look for new and exciting ways to use these basics to get your video in front of people.
Develop a Strategy
Developing a strategy on when you plan to start promoting your video, where you are going to promote your video, how you are going to contextualize it or spin it and why, might not be easy to do, but we are here to help you have a better idea.
Write down any bright ideas that pop into your mind. This is the beginning of your video marketing strategy. Once your video is ready to upload and you start to market it, it's all about monitoring and tracking (watching, listening, and testing).