Every savvy business owner knows setting goals is a vital part of finding success as a brand. Your company needs a plan for both the brand as a whole and also for marketing. A persuasive way of communicating your goals is through video campaigns, which have the power to go viral and reach your target audience on a variety of platforms.
Around one-third of people online use YouTube, equaling over a billion active users. Videos get shared more often on social media, and users respond well to videos posted on websites and sent via email marketing campaigns.
If you haven’t already used videos for communication with customers, implement a video marketing campaign and highlight your goals as a brand. When people understand what your mission is and how you’re trying to get there, they’re more likely to help you reach those goals by sharing your video or throwing business your way. How do you highlight business goals in your next video campaign?
1. Just Say It
One of the most straightforward forms of getting your message out to the public is to sit down in front of a camera and share your goals as a brand. Make sure you’ve thoroughly defined the goals with a SMART goal format. Once you understand what your goals are, consider why you’re setting them. What is your mission as a business, and how do your goals accomplish that? Why should consumers care?
If your company mission is to make life easier for working moms, working moms should care about your mission, too. Secondary target audiences include the spouses of working women and their employers who want their workers to have excellent work/life balance.
2. Keep It Short
Describing more complex goals can be time-consuming. People likely won’t listen to 20 minutes of you repeating your objectives. Instead, home in on the vital aspects of your goal and condense the wording for easier digestion.
Which parts of the goal matter to your audience? Your typical customer likely doesn’t care whether you make a profit, but they do care how you help others and why. The exception to this rule is if your goals video is for your employees. In that case, you’ll want to outline specific milestones, as well as the reasons why.
3. Add Kinetic Typography
A video about goals can come across as dry and dull. Adding elements such as kinetic typography energizes otherwise drab content. Kinetic typography is type that moves and drives a message, such as a power word that swirls in from the top corner of the screen and then bounces to a halt mid-screen.
Kinetic typography isn’t anything new. Alfred Hitchcock used it in one of his films way back in 1959, but it resurged in the last year as marketers turned toward making more video and realized some material needs a little extra punch. Moving type keeps the audience engaged and adds meaning to abstract concepts. It livens up boring content.
4. Tell a Story
People love a good story, and have since the first hunters and gatherers surrounded a fire and shared tales about their treks out into the world. Even though it’s more challenging to find a story in a topic such as company goals, you should still strive for a video with a clear beginning, middle and end. Add interest by bringing in the human touch.
For example, how did your leaders come up with the goals for your brand? What is the “origin story” of the idea? Did Sam Jones start the company to help working moms, but you haven’t focused as much as you should on that goal? Share Sam’s passion, such as that his mom was a working mom and he started the company to help others like her.
5. Be Transparent
Around 72 percent of marketers worry about their brand’s integrity. People are much more loyal to a brand that is transparent and honest. When sharing your brand goals, don’t try to act like the only reason you’re setting goals is for the benefit of others. Users see right through that kind of dishonesty. Most people understand you’re in business to make money. However, you can be both altruistic and profitable.
Admit your mistakes. Using the example of the company serving working moms, when Sam Jones shares his story about starting the brand because his mother was a working mom, he could then explain the company became too focused on profits in recent years and made some decisions that don’t fit that core mission. He’d then introduce the new business goals and how they align with the original purpose of the brand.
Confess your mistakes and explain how you’ll fix them, and your customers will stick with you. They don’t expect perfection, but they do expect honesty.
6. Show Your Brand Personality
Think about what makes your business unique from all your competitors. If it’s your amazing employees, highlight them in your goals video. Get a short quote from different people about the goals you’ve set for the year. Don’t be afraid of having fun in your video. The topic itself might be commonplace, but the video doesn’t have to be.
7. Pay Attention to Audio
There’s nothing worse than turning on a video with poor-quality sound. Either the person’s lips move out of sync, or you can’t hear the video even when you turn the volume up as high as it will go. Invest in equipment that picks up audio and gives you a clean feed for users.
8. Add Captions
In addition to quality audio, add captions to your videos. Around 85 percent of people watch Facebook videos with the sound turned off. Even if your audio sounds great, it won’t matter if the viewer doesn’t have their speakers on.
Adding captions also clears up any confusion if words get jumbled or portions of the video are difficult to hear. If the person is in a crowded space, they turn off the audio and read the captions. Pay attention to the timing of the captions, though. Set the speed for what the average reader comprehends in a set period. You may need to shorten words a bit and add in filler images to get the timing just so.
9. Ask for Help
Your loyal customers want to help you out. Ask them to help you reach your goals, because frankly, you can’t do it without your customers. Ask for help as a call to action at the end of your video. Help could look like viewers sharing the video with others or taking an action that turns them into a viable lead.
A business goals video is not an exciting topic by any stretch of the imagination. However, creating a video that outlines your goals and holds users’ attention is possible. Think outside the box and brainstorm with employees on how to best communicate your goals without losing viewers.