Many business owners and video producers are completely confused about what is required to be successful with their video marketing. Some will say that you need a script, others will suggest several camera angles are necessary.
When it comes to video for business, the biggest mistake I come across with my clients and in other videos I see is there is not one definite goal. When you are making a video, it’s important to have a very defined goal that can be met through the script, camera angles, lighting, etc. Having the right script will lead to higher conversions on your website. Lighting well will help bring out key features of your product or service. Using different camera angles will keep people watching longer. All these factors should be taken into consideration for successful video marketing.
Think about it: any time you sit down to watch a video, you have a purpose. Whether it’s to think, feel or do something, the video itself should not be for its own sake. This is why I tell my clients to start with one goal in mind and hold on to it. It will make your strategy much more focused and effective.
Businesses don’t stick to one goal.
This is a huge mistake because, while there are many ways you can go about making a video, it’s important to keep in mind what your goal is and how it will be met through all of your different filmmaking decisions. Yes, having a script will lead to higher conversions on your website, but lighting well will help bring out key features of your product or service. Using different camera angles will keep people watching longer. All these factors should be taken into consideration for successful video marketing. Think about it: any time you sit down to watch a video, you have a purpose – whether it’s to think, feel or do something – and the video itself should not be for its own sake.
Creating a video with one specific goal in mind seems simple, but many of my clients are surprised to hear me say that this is the BEST thing you can do. They are also surprised to learn about how hard it can be to set one goal for your video. That’s because there aren’t just one or two goals that you might have for a video. There are many!
Some businesses try to get people to think differently about a topic, donate to a charity, buy their product, and inspire them to eat healthy – all in ONE video. This is too much! These videos fail because they don’t stand out on any one front or another. Some sell more products than others, but overall, these videos are weak at each of these goals.
On the other hand, you can go to any video that is successful and it will be focused on one goal, and this makes it much easier for them to convey that message throughout their video.
Whether they’re looking at a web page, blog post, or video, most people have a goal in mind. That might be to think, feel or do something. And that’s why it’s important for a company to have one goal in mind from the beginning of their video project – so they can guide the viewer along with their story.
A simple, yet effective way to break down what you want the goal to be is to consider whether you want them to do.
To think in a completely different way, you need to turn your mind around and look at it from a different angle. A successful video can help people see something in a new or different way. It is important for businesses to start with one goal because if they don’t focus on one goal, they won’t be as effective.
I recently watched a video for Just Water. When I watched the video, it made me feel something different. It made me feel hopeful about the product. I’m sure that’s what the company was hoping for because if they can make you feel something, then you have a connection with their product. I felt like I wanted to buy the product because it gave me hope about not having to worry about water being polluted.
In addition to giving your viewers a very clear idea of what you want them to do as a result of watching your video, you’ll also have simpler decisions to make.
At this point, you might be thinking: ‘There are many goals I might want my video to achieve!’ Well, you want it to achieve one specific goal.
The one goal of my video is to create awareness about the dangers of not drinking enough water in one day.
Use this formula:
With our video, we want athletes to think about their goals for running, feel motivated to go out and train, and do something by telling everyone that they are training.
With our video, we want new parents to think about the importance of finding time for yourself, feel overwhelmed with all things parenting related, and do something by finding ways to maintain their sanity.
The next thing we want them to do after they’ve watched our video is either feel or do something, which is why we need to break down the video into three categories.
We want (Target Audience) to (Think, Feel, or Do).
Setting one goal for a video is imperative in order to make it more effective. When you focus on one specific thing, like making someone think differently or feel something they haven’t before, then your message will be clearer and easier to convey throughout the entire video. The next step would be breaking down what you want them to do after watching the video. Do you want them to buy your product? Sign up for an email list? Share with their friends? Whatever it is that they’re meant to do – break this down into three categories so you can better understand how best to reach your target audience through compelling content.
To help get started with these goals, let me know by sending over some information about who your company serves and what type of videos you want to make.
I hope this makes sense! 🙂 Let me know if you have any questions or need some help brainstorming your one goal.