The lack of an effective strategy and an inadequate video budget have been the most challenging obstacles to video marketing success – up until recently. Hey, without the organizational buy-in and leadership commitment required to provide sufficient funding, even the most effective strategy will fail.
Now, video strategy is a common hurdle for marketers, because video is often “siloed” into its own component of the marketing department. But, marketers are beginning to discover that the real value of video can be demonstrated when it is used in conjunction with other marketing activities and is seamlessly integrated with marketers’ overall strategies. Note to video marketers inside big organizations: Invite another part of the marketing department to share a brown bag lunch to discuss potential opportunities to collaborate.
The second hurdle, lack of budget, may actually be a false or misinterpreted obstacle. A lot of great videos are created with little to zero budget using a consumer-grade camera, in-house actors, and editing programs that come native to your computer. And moving from warm, soft objectives like customer education, brand awareness, and online engagement to cold, hard objectives like website traffic, lead generation, and sales revenue can also get you a bigger slice of the marketing budget.