Having a video email signature in marketing is an important content strategy for your small business. But, before you dive right into creating marketing videos, there are a few necessary steps you need to go through before you can make a successful video.

If you’re still new to video marketing and you want to learn more about its importance, the different types of video marketing, and how they benefit you, read more about how to use video marketing for your small business.

Sometimes, business owners will have a great idea for an ad or a video, and instead of going through these steps, they create the video and distribute it, only for it to fall flat. It’s important to understand that an effective marketing email signature video is more than just a great idea. It takes a lot more thought and planning to relay your message effectively and to the right audience.

Here are seven steps you need to consider throughout the video-making process. It may seem like a lot of work, but it’ll be worth it in the long run. Furthermore, once you’ve done the work once, you likely won’t need to repeat it for similar marketing campaigns as a lot of the metrics and reasonings will likely be the same.

Step 1: Figure Out Your Audience

You need to have a concrete idea of your target audience before you start. Understanding who your intended viewer is will help you create content that is tailored to them, their interests, and their preferences. 

Try and get into your audience’s head. Think about what they know, what they don’t know, and what they’re curious about. You can also consider other factors, like where they might already shop, their age group, where they live, or their interests. All of these will help you target your video for the right people.

Determining your audience is a crucial first step for any marketing campaign, but the beauty of doing it for a video is that, depending on where you distribute it, you can get really specific about your audience. For example, Facebook can narrow down your intended audience by choosing a geographic location, age, sex, and other interests. This means your videos will be seen by those who most relate to the product or service you’re advertising.

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This is the time to do some research. Send out surveys to clients, do some online reading on blogs and forums, and communicate openly with both past and current customers. You might even be surprised to find a whole new demographic aside from the one you intended. 

Researching your audience will also help you decide which platform to concentrate your efforts on. There are many places and social channels where you can release your videos, but knowing where your audience “hangs out” online is important to know so that you can reach them where they are.

Step 2: Establish Your Goals

Not every video is made with the same goal in mind. In order to decide on a goal, it’s important to first understand the different benefits of video marketing for your small business. Videos can help create brand awareness, establish trust, promote a product or service, educate your clients, or generate traffic and leads, and a lot more.

Before you start making your video, you need to do some goal planning. A video with the purpose of creating brand awareness will not be the same as a video that’s made to educate your clients. Therefore, the content of your video will need to be different depending on your ultimate goal.

If your overall marketing goal is a combination of the aspects I mentioned above, then it’s worth creating a content strategy that includes a few different types of videos. Each video should be created with one goal in mind. When you start to mix different goals in a single video, you risk having your message getting lost.

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Choosing a goal will also help direct every choice you make for your video. When forming your video idea, writing a script, and choosing a platform for your video, your goal will help you navigate through the different processes and provide you with a clear direction.

Step 3: Pick the Main Platform

You shouldn’t leave your chosen platform as an afterthought. Different platforms might have different requirements for your video. Additionally, you’ll also reach a different audience on various social media platforms, so it’s important to decide which platform you’re going to be focusing on from the start.

By this step, you should have already established your goals, and this will help guide you to the right platform. For example, if your goal is engagement, then you want to put your video on platforms like Facebook or Instagram. If your goal is to educate your clients, then you should upload your video to YouTube and also link it in a blog post on your website.

The platform you decide on will also dictate some practical elements of your video, such as its length, aspect ratio, whether your video is horizontal or vertical, and what other elements you might need, such as captions. If you’re thinking of posting on social media, then it’s likely that your audience is viewing your video on their mobile, so this needs to be taken into consideration as well.

The grid above will give you a good overall view of the different recommendations and limitations on the most popular platform for video email signature, but the ones you choose should be ultimately up to you.

Step 4: Decide on an Idea and Video Type

Now comes the fun part: forming an idea for a view and deciding which type of video you create.

Again, your goal, audience, and chosen platform will all influence the actual content of your video as well as the type of video you’ll make.

If you already have an idea, great! You just need to figure out how it lines up with your audience and goals. If you don’t have any clue about where to start, then keep reading.

A good video should start with a strong script. Now, this doesn’t mean your video has to be entirely dialogue or narration, but in the same way, you would want to create good marketing copy, you should also write with the intention for your video too.

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You don’t have to actually film a video to create one. Perhaps your message will be better conveyed in an animated video. If you’re making an educational video that explains an aspect of your business or product, then this can be really effective.

It’s also important to include a call-to-action in your video. When uploading your content to various social channels, like Facebook or Instagram for example, you can choose to add an actual CTA button or link. However, this should also be reflected in your video. You want your content to inspire your audience to do something, whether it’s share your video, make a purchase, or engage with your brand.

Finally, make sure your video includes and amplifies our brand’s voice and tone. Do you want your video to be funny, serious, dramatic, inspirational? Whichever overall tone you select for each video, it should always remain true to your brand. So if you’ve regularly released light-hearted content that’s witty and relatable, it would be strange for your audience to suddenly see a video with a somber or more serious tone.

Step 5: Set your Budget

Setting your budget for your video should include two separate costs: the cost of creating the video itself and the cost of promoting it.

The first one is pretty self-explanatory. Your budget should include things like filming, paying actors or for an animator, and renting equipment and a space. This is a one-time fee.

After the video is done and you’re ready to post it online, you also need to factor in the costs of promoting it on different channels. Unless your small business already has a large, dedicated audience, then you’ll need to invest your money into paid promotions.

You can do this on platforms like Facebook and Instagram. After setting your audience parameters, your video will show up as a sponsored ad when users scroll through their feeds. This is why determining your audience, goals, and platforms is so important. The more your video looks like the content your audience normally engages with on a daily basis, the more likely they are to view your video.

The budget for your promotional campaign can vary widely. You might decide to promote your video for a finite amount of time, or maybe you want it viewed continuously for better brand awareness. Your ultimate goals will determine this and help you set a budget.

Step 6: Decide How You Will Measure Success

The last step before releasing your videos should be deciding how you’ll determine if your video was successful or not.

Based on your goals, you’ll want to outline for yourself what success looks like. If your goal was to increase brand awareness, then you’ll want to look at the number of shares. If you’re promoting a product, then you’ll want to see if your sales have gone up. If you’re trying to generate leads or traffic to your website, then you’ll need to track the click-through rate of the CTAs attached to your video.

Each business and each video will have its own metrics to measure success, but it’s important to define them before putting your video out into the world.

Step 7: Analyze and Optimize

The final step comes after you’ve already released your video. Give it some time to gain traction and reach as wide of an audience as possible.

Before you begin to pat yourself on the back for a job well done, it’s time to analyze the success of your video and optimize for your next one.

If your video was successful based on the metrics you set in step 6, then congratulations! Keep going in the same direction for your next videos. If your video didn’t do as well as you thought it would, then you missed something at some point in this funnel.

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Use the analytics from your video to determine what went wrong. Was your intended audience way off from your actual audience? Was the type of video you created mismatched with your goals? Was the platform you chose wrong for your message and your audience?

Don’t be discouraged, this is actually part of the process of creating amazing videos for your small business. You now have more knowledge and tools to help make your next video even better!

Don’t Skip Your Steps

It may seem like a lot of time and planning for just one video, but going through these steps can really help you reach your target.

These steps don’t need to be done in the exact order I’ve laid out here. You can go through them in any order that works for you and your small business. However, this particular order works well for the majority of businesses since each one naturally leads to the next.

Video marketing can be a powerful tool for growing your small business, you just need to make sure you’re using it correctly.