September is Marketing and Branding Month at Inman. Tips for higher branding and in-depth options on how one can reap the benefits of advertising instruments supplied by Zillow, Redfin and different platforms are all within the works along with insights from consultants. You’ll discover all of it at Inman, in addition to our two-day digital, flagship occasion, Your Playbook for the Fall Market, in October.Video is all over the place now, changing into extra distinguished in social media feeds and particularly in your Google search outcomes.
How are you able to as an actual property skilled use video to market and develop your model when it looks like such an awesome activity to create video content material? The reply is with a well-crafted video technique.
No matter what sort of price range and sources it’s a must to put money into content material advertising, having a method is important to discovering success and getting that return on funding.
Some key factors to find out earlier than you will get began on an efficient technique are:
What would you like your video content material to perform?
What sources do it’s a must to dedicate to video manufacturing? (Time, abilities, cash, and many others.)
What is your present total digital advertising technique (if any)?
There is nobody solution to create and execute an efficient video technique; what works for one skilled gained’t essentially work for one more. Knowing what it’s worthwhile to get out of your efforts and what you have got accessible to take a position and construct on are essentially the most essential parts of a very good video technique.
That means you don’t essentially want an enormous price range, fancy gear or a paid digital advertising staff to create compelling video content material, and also you in all probability want lots lower than you assume to get began.
What would you like video content material to perform?
Your targets for video content material don’t must be grand or sophisticated, however they should exist.
Some attainable targets for social media advertising are to:
Bring consciousness to your model
Educate your viewers
Drive site visitors to your web site
Grow your following
These are areas the place social media shines, and video content material makes it sparkle.
Keep your targets in thoughts for each video you create. Don’t get distracted by what different social media creators are doing, both. The complete function of a method is to maintain your content material focused so it may be seen by the viewers you’ve recognized and attain what you need it to.
If you’re making an attempt to speak to everybody and say every part, you’ll wind up speaking to nobody on social media.
Once you’ve established your targets, select metrics to measure and, fairly than search for particular numbers, search for a pattern of optimistic development. Slow and regular is how social media success occurs.
For instance, in order for you video content material to assist increase consciousness in your model, give attention to engagement with the content material you create. Ask questions, educate issues and be lively within the feedback.
What sources do it’s a must to dedicate to video manufacturing?
Video is an intensive type of content material to create, and it’ll take both time or cash, and infrequently each. Understanding what it’s a must to provide already is important.
If you possibly can edit movies or study rapidly, take into consideration how a lot time you possibly can spend doing so. If not, decide how a lot cash it’s a must to pay another person to create video content material by way of a contracted video editor, which might be simply discovered by way of a web-based market for skilled providers like Fiverr or Upwork.
Unless your model is already properly established and you may afford so as to add video content material onto an already strong content material advertising plan that an company possible runs, the extra you DIY your movies, the higher they are going to be.
That may appear contradictory, however it’s the reality. Authenticity shines by way of video, and the perfect video marketer on the earth isn’t an alternative choice to what your viewers has signed on to see: you. So even in case you are ready and keen to pay somebody to assist create video content material, you’ll possible be spending a good period of time taking pictures video footage for them to make use of.
Speaking of authenticity, make sure to be your self on digicam — not your fantasy made-up self, however the actual you. That means displaying up on digicam the way in which you look day-after-day.
There’s no want for fancy outfits, glam make-up or good hair, except these are belongings you get pleasure from and put effort into day-after-day already.
Generally, you’ll have to put money into some gear, like a smartphone and a hoop gentle, and software program that will help you edit and produce movies, which may even be so simple as just a few apps. The different possibility is hiring a video editor in your enhancing and manufacturing, which on common prices about $350-$400 to edit a 3-minute, pre-shot video, that means you might be offering them all the footage upfront.
If you’re on a big price range, a produced 2- to 3-minute video can value $2,000-$7,000. The common value of video manufacturing is between $1,000-$5,000 for every completed minute. Cost can range relying on the expertise ranges of who you rent and the quantity of video wanted.
What is your present digital advertising technique?
If you’re contemplating breaking into the video content material scene, then you definately possible have already got a advertising and digital advertising technique. If not, again up and create a type of first.
A good advertising technique will assist you decide who your model will resonate with, total advertising targets, and many others. Use all of this info to create the video technique as properly.
Knowing your viewers is vital to understanding which social media platforms to make use of for video, how lengthy movies ought to be, and whether or not brief reels, tales and TikToks are the higher choices versus long-form movies on YouTube.
Following video traits and trending sounds could be a superb advice, for instance, in case your followers get pleasure from trending movies. However, you’ll be losing beneficial effort and time in the event that they don’t know what trending movies are.
Video is definitely worth the effort
Regardless of your price range dimension or abilities, just a few ideas that work for nearly everybody utilizing video content material comply with the much less is extra philosophy.
For instance:
Less time: Videos would not have to be lengthy. One minute (and even much less) is usually best for social media.
Less manufacturing: Good video advertising doesn’t must seem like a Hollywood blockbuster, and infrequently making an attempt to make it seem like one solely hurts your probabilities of success.
Less preparation: Being genuine is the important thing to success in social media advertising, and video content material is not any completely different. Don’t overthink your look or your script. Think of each video as a dialog. Talk such as you would to anybody you meet in regards to the matter at hand.
If you’re trying to create video content material to develop your model or ramp up and goal your present efforts, there’s virtually no solution to lose once you begin with a strong technique.
Video is rising rapidly; with every bit of content material printed, you’ll study extra about what works and what doesn’t. Adjust your technique accordingly and infrequently, however not too typically — often, each couple of months is an effective rule of thumb.
Keep this residing doc the place you will discover it simply, and share it with anybody in your content material advertising staff. Check out some nice examples of methods from Hubspot, Sprout Social and Google.
Jessi Healey is a contract author and social media supervisor specializing in actual property. Find her on Twitter and Instagram.
https://www.inman.com/2022/09/23/dont-wing-it-craft-a-video-marketing-strategy-that-gets-results/
