Starting a Video Strategy, "The Why"? - Part 1
Our next series is going to focus on planning out video content and helping you to develop a video strategy for your company or organization. When we work with clients, the first thing we do is have them fill out the Initial Discovery Checklist to flesh out the basic information that we need in order to grow their video ideas. Over the next few weeks we will be discussing how you can use this checklist as a tool to develop your own video strategy for your business objectives.
This week we are going to look at the first question in our checklist and how it is relevant to your plan:
What is the purpose of this video? A.k.a. THE WHY?
If you want to achieve something with your video, you need to be strategic. Thank about WHY you want to make a video or series of videos. What do you want your video to do for you?
Some common reasons that our clients have for wanting to make a video include:
- Tell people about my company or organization
- Augment sales and marketing efforts or fundraising goals
- Educate our audience
- To get people talking about my business
- HR or Volunteer Recruitment
- Respond to external issues
Back when I was in
, my intro class on strategic communications taught me that the general template of writing plans includes "Goals", "Key Audiences", "Strategies" and "Tactics". The objectives that I have listed above are (primarily) strategies that should fall under your measurable goals. When you map out a strategy you will then break it down further into tactics for key audiences that will tie back to your strategy and overall goals. Tactics are the specific activities that you use to communicate with your audience. They may have some crossover across audiences but in general they will fall under one objective and strategy.
As an example, let's say that you are looking to increase your online fundraising. You might set out the following Goals, Key Audience, Strategies and Tactics:
- GOAL: To increase my online fundraising efforts by 10% by December 31, 2013.
- STRATEGY: Grow the existing donor base.
- KEY AUDIENCES: Women 35 - 55 that have made a one-time online donation to my organization.
- TACTIC: Create a targeted video that will show our donors how their donations have made an impact.
Video should be thought of as a tactic, not a goal or a strategy. If you want to create a video that will help you to perform the way you need it to, keep the purpose specific. With a short window of opportunity i.e. a video, even (or especially!) if you are working within a limited budget, you are better off creating one well thought out video rather then to try and create a "one-video-will-serve-all of my communications needs" production.
If you remember anything from this post let it be: keep it simple and always think "What is the primary reason that I am spending time and money to make this video?" Once you have that decision nailed down you will have a much easier time building great content around that.
Check back next week when we will discuss how to develop a strategy to get your videos seen online.
Do you have a question about video that keeps you up at night? Drop us a line!