Everyone knows how powerful video can be.
So if you’ve made one, well done. You’ve taken the first step in the right direction.
But before you give yourself a pat on the back, ask some serious questions.
What is my target market? What kind of media do they consume? Where am I most likely to reach them so my message has maximum impact?
Given the ever-changing media landscape, these aren’t easy questions. If you have research data, check it against current trends and use it. If you don’t, make sure you get it. Do desk research and more importantly, listen to your customers.
It’s amazing how much you can learn by closing your mouth and opening your ears.
Common sense can go a long way to finding out where your video should run.
Get it right and you’ve got a powerful marketing ally. Get it wrong and you’ve wasted time and money.
Finally, track your video. And do so all the time. Find out who’s watching.
Measure who’s responding. Analyze and if needed, improve. Then analyze again.
It’s an on-going process of learning more and more about your customers.
It’s not a job for the faint-hearted. But like most difficult things, it’s worth doing.
Actually, it’s critical.