Create Videos that Drive Business Results

In today’s digital landscape, video marketing has emerged as a powerful tool for businesses to connect with their target audience, drive engagement, and ultimately achieve tangible results. With the ever-increasing popularity of social media platforms, creating videos specifically designed to drive business outcomes has become essential. In this blog post, we will explore the key strategies and techniques for creating videos that effectively align with your business objectives and deliver measurable results.

Understanding Your Business Objectives

Before diving into video creation, it is crucial to identify and understand your business objectives. Whether you aim to increase brand awareness, drive website traffic, generate leads, boost sales, or achieve other specific goals, aligning your video content with these objectives is essential. Doing so ensures that your videos are purposeful and contribute directly to your business’s success.

Defining Your Target Audience

To create videos that resonate with your audience and drive results, you must clearly understand your target audience. Research their demographics, interests, pain points, and preferences. This knowledge will help you craft video content that speaks directly to their needs and desires. Developing buyer personas can be a valuable exercise in creating highly targeted videos.

Crafting Compelling Video Content

Compelling video content is the cornerstone of any successful video marketing strategy. Utilize storytelling techniques to engage your audience emotionally and create a memorable connection. Authenticity is key – be genuine and transparent to build trust with your viewers. Keep your messaging concise and ensure that your videos have clear call-to-actions that guide your audience towards desired outcomes.

Optimizing Videos for Different Platforms

Different social media platforms have their unique characteristics and requirements for video content. Adapt your videos to suit each platform by considering formats, lengths, and best practices. Incorporating video SEO techniques, such as using relevant keywords, tags, and descriptions, will increase your videos’ visibility and discoverability.

Production and Editing Tips

While professional equipment and elaborate setups can enhance video quality, they are not always necessary. Focus on fundamentals such as good lighting, clear sound, and visually appealing aesthetics. Today, user-friendly video editing tools and software enable businesses of all sizes to produce high-quality videos. Consistency in branding across your videos will reinforce your brand identity and enhance brand recognition.

Distribution and Promotion Strategies

Creating exceptional videos is just the first step; promoting and distributing them effectively is equally important. Leverage social media platforms, email marketing, website embedding, and partnerships to expand your video’s reach. Each distribution channel has its own strengths, so it’s essential to tailor your content accordingly. Additionally, closely monitor analytics to gain insights into viewer behavior and preferences, enabling you to make data-driven decisions for future optimization.

Measuring Success and Iterating

To gauge the effectiveness of your video campaigns, track and analyze key metrics such as views, engagement, conversions, and return on investment (ROI). These metrics provide valuable insights into the success of your videos and help you understand how they contribute to your business goals. Use the data to identify areas for improvement and refine your video content iteratively. By continuously analyzing, adapting, and optimizing, you can maximize the impact of your video marketing efforts.

In Summary

Creating videos that drive business results requires a strategic approach and a deep understanding of your business objectives and target audience. By crafting compelling video content, optimizing for different platforms, and leveraging distribution and promotion strategies, you can enhance the visibility and reach of your videos. Continuously measure the success of your videos and iterate based on insights gained.

With the right strategies in place, video marketing has the potential to deliver exceptional results and propel your business towards success in today’s digital age. So, go ahead, embrace the power of video, and unlock the vast opportunities it holds for your business.

Copyright © 2023 by CJ Powers

Creating a 3-Second Business Report

During my time in the Fortune 100 world, I was tasked to create a report that helped everyone know where the business was at. I was given no further structure or parameters, and I had no idea what each reader would consider important. The only thing I knew was that the report had to be useful for the reader or it would just be shoved into a stack of unread papers.

I actually knew one other thing—the development of the right report would take creativity.

Since Leonardo Da Vinci popped into my mind as a great creative, I decided to use one of his techniques to brainstorm a palatable solution. Da Vinci made a chart that included a number of variations to play with the possibilities, hoping to find the right combination of choices. The key parameters were written down like column headings and all related ideas that flowed from each one were placed in its column.

Within a few minutes, I had a chart worthy of exploring. It looked something like this:

My Boss

Her Boss The Team

The Division

Objective 1 Budget Weekly Objective Monthly Objective
Objective 2 Bonus Criteria Monthly Objective Quarterly Objective
Stretch Goal Stretch Goal Quarterly Objective Yearly Objective
Personal Goal Head Count Resources Budget
Bonus Criteria Back Office Support

I next randomly circled variations and considered each for inclusion in my report. It looked something like these:



I also played with the idea of using two from one column and three from another, but to keep the report simple I settled on selecting only one factor from each column.

It didn’t take long to figure out that my boss’ bonus criteria matched her boss’ stretch goal, which immediately became an entry in my report. I also learned from experimenting with the potential selections and a calculator that the Team’s weekly objective was 2% of the boss’ bonus criteria and her boss’ stretch goal. In other words, one measurement could let everyone know exactly where they stood once a week.

Here is the dashboard report that I created to be on everyone’s desk when they got in each Monday morning:

Screen Shot 2019-06-25 at 8.35.10 AM

The above report diagram was colored in each week so the reader would know at a glance where they stood. The 100% Goal represented the boss’ bonus criteria, her boss’ stretch goal, and the accomplishment of all the team’s weekly objectives.

Since everyone could read the report within three seconds, it was referenced daily. This new reading activity shifted the perspective of every employee on the team and drove obtainment over the 100% threshold year after year. All thanks to Da Vinci’s creative exercise of randomly selecting variations from a table of possibilities.

Maybe it’s time to use creativity and rethink your reports.

© 2019 by CJ Powers

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