Create a video marketing plan before you start.
We all know that “prior planning prevents poor performance.”
Web video is an incredibly powerful and cost effective communications tool, its important however to put together a video action plan with discrete goals (plan from comScore “Online Video by the Numbers”).
Here are some helpful questions to consider:
Is your goal to…
Increase website/microsite visits?
Improve brand opinion?
Introduce a brand message to a larger audience or a more niche audience?
Drive direct online or offline purchase behavior?
The technology infrastructure of the Internet affords these opportunities to you.
Determine where and how your target audience is consuming video
Keep your mind open to using the new opportunities online video affords:
Using a YouTube Partner as a brand advocate
Developing branded content that spurs conversation
Cross pollinating your social media campaigns with video
Use the many resources and measurement companies available to determine if your goals have been met
Most any goal can be easily and discretely measured