We have discussed in previous posts how you should maximize your spending to get the best ROI for your marketing efforts. If video works, then what about buying cheap marketing videos? Turns out, that’s not a good idea. You need to remember that everything you put out there will be associated with your brand…If you go cheap in your main marketing strategy, it is going to reflect poorly on you in the long run.
You get what you pay for. Results are what it is all about, so look carefully into the production service company you’ll be using and check out their work. Ask yourself if their production style gets across what you want to say in a professional manner.
3 Questions to Ask
There are 3 basic questions you should ask yourself as to why you should not go cheap on video when planning your online marketing strategies:
- Do you want results or just a video? Remember that the “end result” is what you are after. The goal is increased conversions. So you need something that will boost your sales by offering something that is engaging and interesting to your viewers. If you want people to respond in the form of action, you will need to have a video that will be attractive to the people you want to have as customers. One thing you can do is to look at companies who are producing great video content that has people coming back. Companies such as Apple, Salesforce, and Dropbox, for example, invest just the right amount of money to obtain a truly engaging video about their products and services and they have people coming back.
- Do you want people to trust you? Remember much of excellent video marketing is about increasing your brand awareness and credibility. Don’t forget that credibility is essential, especially in the online environment, where you have no way to shake the hand of your potential clients, invite them in for a one-on-one conference and really get to know them. You have to develop a sense of trustworthiness without knowing them in the real world. So it becomes all the more important that the video marketing campaigns you do enforce your trustworthiness. You do this by creating a compelling video—but one that is transparent and offers a quality message, free of technical issues and problems. You want the message to come through with a clear sense of what you stand for as a company. This has a direct impact on how people perceive your brand. And with so many ways to interconnect your marketing efforts, people will see your message in different contexts and each one of them should display the kind of professionalism that your brand is about.
- Do you want a video that’s worth the investment? In a separate blog post on ROI, we made the point that if you spend $10K and get back $50K, then that’s a great return on your investment. The key is all about making sales as a result. So it’s worth it to you, as a business, to spend more on the front end if the result will be a huge increase in conversions in the long run. It’s worth the investment to get a richer result, if you can increase sales. So think about how much you can reasonably spend and invest that amount with confidence, secure in the idea that you will get it back many times over.
In a Nutshell
Remember that when you purchase an “explainer video,” you are not just buying a video, you are paying for a process—a process that works much like the ad agencies of the past worked in the real world. Marketing has gone online, chasing the billions of customers and businesses. With the increase in use of mobile devices, such as tablets and smart phones, this will only increase over time. So consider your online video marketing and your quest for viewers the same as you would an upscale advertising campaign, where the more quality and focus you can add to the mix, the better your results are going to be. The most important thing is that you team up with a high-quality video marketing production house whose professionalism is known and trusted and who will be determined to get you the results you need.
Video marketing is one of the most important components of a dedicated online marketing strategy, which should exemplify the best qualities of your business or brand, illustrate the message in the best, most professional way possible, and offer an engaging message which will connect with the right customers, so that you can increase your conversions and maximize your investment. Go cheaper on some of the other areas of your corporate budget, if you must, but don’t go cheap on video. This will be the primary communication method you’ll use to let your customers know what you’re about. It’s just too important to take shortcuts on the most important marketing pieces you have.
Remember, you are creating media that will symbolize your brand and increase your trustworthiness, if done right. Find a production team that understands that video marketing is a long-term process, not a one-time thing; and who can help you make the most of your investment, both in the short and long terms.
If you would like help producing your video, our production team would love to help. Just reach out to us at: www.ripmediagroup.com. We love producing motion graphic animation, live action video, whiteboard animation/speed drawing animation, and helping people like you reach your goals.