What videos should I make to market my company?
When you’re building your business or personal brand, you need a great content marketing plan. Crafting that video plan and social media strategy or digital strategy takes work, time and focus. Here are my tips on which video marketing assets you need to focus on first.
Brand Strategy & Messaging
Before you even think about taking out your camera or phone to record, you need to get clear on your brand and what you’re offering. Create your mission statement and answer these questions: what do you do, who is your audience, what is your unique differentiator and the value you bring? Once you have that locked in, you can start thinking about videos.
Founder Video (the story of your company)
This will be ‘evergreen’ and be a good investment because the reason behind why you built the company won’t really change. Regardless of how many social media platforms launch or your product or service growth, this founder video will be a strong marketing video for a while. Remember to keep the video evergreen, meaning make sure you don’t mention things like the year or specific current events, so you can get more mileage from the video.
Social Video
My biggest tip for business owners is to stay laser focused. There is a lot of noise on social media. You can spend hours and days down rabbit holes (please don’t check my history!). Time and money will disappear. It is really important that you’re thinking holistically to hit your goals - to have a clear message that reaches your audience. For social video, if you’re just starting out, select just 1-2 channels to focus on first. I worked at some huge companies (Netflix, Us Weekly) but we still stayed focused on quarterly goals and priority platforms. If you don’t have a lot of resources, focus on making some really strong, clear video and photo marketing assets.
Pitch Reel
If you’re a business owner, you should also be trying to get press for your business. Create a ‘reel’ (not to be confused with an Instagram Reel) that shows who you are. It can be you introducing your product or service and a very brief background on who you are. This allows the media to understand how you will present on their show or podcast. When I booked guests for national TV (Inside Edition, On the Record with Greta Van Susteren), I would always research the guest online. If you have already done several media hits, I would recommend compiling a very short reel with those features, as having been on other media shows legitimize you and your business (it’ll make you more appealing!)
WATCH —> VIDEO: How to Make 10 pieces of Content in 10 Minutes
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