Creating video for event marketing

Setting goals for your video production

So you have decided to film your event and create video to use online, that’s a great start but have you considered what you will do with the video once it’s created?

According to Mist Media, hosting video on your site’s landing page makes it 53% more likely to show on the front page of Google search.

There are some compelling stats out there about video and social media see some more in this video:

First off you need to set some goals for your project. Here are some to consider:

  • TO ATTRACT A LARGE NUMBER OF UNIQUE VIEWERS

Gaining traffic is great, but do you seek raw numbers or are you attempting to reach key members of a target market?

  • TO REACH THE RIGHT TARGET MARKET

Advanced video analytic tools let you check viewers by age, gender or location, so you should be able to tell if your video is reaching the right group of people.

  • TO CREATE LOYALTY

Measuring loyalty is difficult, one way may be to track those who regularly watch and share your content.

  • TO BOOST ENGAGEMENT

When a viewer uses a ‘Like’ button they’ve begun to interact with you and your content. If they also comment on your content, you can begin a relationship.

  • BUILD SOCIAL MEDIA PRESENCE

If you create a clip people share and enjoy then your social media presence should grow, increasing the reach of your business or brand.

  • GENERATE SALES OR SITE VISITS

If you want to generate sales it helps to include your company/product URL within the clip. Don’t forget to update your feedback form to include video content.

  • ATTRACT SUBSCRIBERS

The number of people who sign-up to your email lists is a good way to track how relevant your video is to your audience.

YOUR PROJECT MAY SHARE SEVERAL GOALS

As you move through the process be open to seeing these change as you learn from the experience. 

IT IS IMPORTANT TO BE REALISTIC. 

It can take several months of consistent video content marketing before you learn to accurately assess success in your sector.

To find out more about creating video for event marketing download our complete guide to video creation.

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About Neeley Casserly, Dreamtek.

Group Marketing Director Dreamtek UK & UAE and The Virtual Forge Connect with Neeley and Dreamtek on Google+

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