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Digital marketing and video – make an investment, not an expense

Published by CME Manitoba on June 19, 2017

By Doug Darling, owner & executive producer, Tripwire Media

Bias aside, it’s becoming pretty common knowledge that video needs to be one of the tools in your promotional arsenal. People want to connect to your brand through story and would rather be shown than having to read something. There are more and more stats coming out that support video as one of your key communication pieces, so it shouldn’t be an option; it should be a key part of your planning. 

Ok good. We know now. So, what do you do with your video once it’s made? 

Gone are the days of throwing it up on YouTube and hoping for the best. Many times in the past at Tripwire, we’ve made some great work for our clients, high-fived and sent them the final files. Then after checking back on them the following year, we see all they did with it is throw it up on YouTube and only having a couple hundred views. The problem is that they didn’t have a digital marketing strategy. 

Digital marketing for video is a key strategy to your communications. 

As older media formats (TV, print) allow some control on who sees your message (the channel you choose, or a direct mail campaign), digital marketing allows you to market directly to your key demographic and measure its results, very closely.

Rather than cast a net, why not throw a spear? 

So where do you start? You definitely want to consider using an advertising, video or digital marketing agency (if you don’t have one yourselves), but in the meantime, you also want to ask yourselves the following questions. 

What is your goal – When you’re making your video, ask yourself what do you want it to do? Too often companies make videos that have no real goal. The goal could be to increase sales, or to get the viewers to set-up a call or a meeting. 

Who is your audience and where are they? Who are you targeting in your video? Knowing this can help you know what sites to sponsor. For instance if you have a younger audience you may look to Instagram or Snapchat; a generic audience, YouTube or Facebook; a professional audience, LinkedIn.  

What am I willing to spend? This is a good question for both the video and for the marketing strategy. Just know that it’s worth spending the proper money to effectively reach and move your audience. If done properly your video should be an investment, rather than an expense.  

How do you plan to measure success?  This is the big question. How do you know if your video has done well? Is it views, shares, or is it retail dollars, or meetings booked? Make sure you know what this is in advance, so you can stay focused in your messaging and your goal.

And when making the video portion, make sure you work with a company that can not only help you develop clear answers to these four question, but one that can also reveal your digital marketing outcomes to you in ways that either show success or expose areas for improvement. With that you will start to see the success in your communications, and remove the confusion that surrounds it. 

Good luck! 

About the author

Doug Darling is the Executive Director of Tripwire Media Group, a video production company that specializes in corpora video and visual storytelling. Along with numerous other industries, Tripwire has been making videos in the manufacturing industry for 7 years and continue to help organizations connect with their audience. See more at

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