Ready to expand your business globally? Video marketing is one of the most powerful tools for growing your audience internationally, but you may wonder how to implement a video marketing strategy that resonates with a global audience.
Here’s a look at some of the best practices for using video marketing to grow your international business and an overview of how a video marketing agency may be able to add value to your global expansion strategy.
Take Advantage of the Right Platforms
Market research and social analytics are key when crafting a global video marketing strategy. For instance, your product may have limited use in one geographic region but could do quite well in another. Looking at available consumer data or conducting your own market research should be your first step in deciding where to expand and how to adopt the right approach.
Where, for example, are your followers located currently? By looking at those social media analytics, you can determine where your brand has already amassed a following and use this to help hone your focus. This information will likely assist you in determining which regions to concentrate your global marketing efforts on and which social media platforms to use for hosting your video content.
Take Facebook, for instance. If you have a professional page, you can go to the dashboard feature, select the “see more insights” tool, and look for the tab labeled “followers” to see which part of the world your largest audience is from. Remember to check the analytics for multiple social media platforms since Facebook is banned in certain countries.
If you’ve yet to decide which markets to pursue, analyzing data or leveraging market research may narrow your focus. Once you’ve settled on your target markets, you’ll want to identify which social media platforms are most popular in those specific regions.
Want to expand to Portugal? You may want to focus on WhatsApp, Portugal’s most used social media platform. If you are looking to grow your Finnish customer base on the other hand, then YouTube is likely your best bet. It’s the social media platform with the greatest potential advertising reach in Finland.
Bottom line: be intentional when choosing where to host your video content in order to reach your target audience.
Tailor Your Video Marketing Content
As you worked on growing your business domestically, you may have heard about the importance of having a consistent brand voice and tone. You’ve likely invested a significant amount of time and energy into crafting a brand strategy that’s unique and easily differentiates you from your competitors.
To move forward beyond establishing your brand, you have to do something a bit different. While you want to stay true to your brand values, you also have to consider the cultural sensitivities and preferences of the regions where you wish to expand.
If you want to connect with consumers on a global level, you’ll have to first reach them on a personal level. To that extent, it may be helpful to build a team of people who have a deep understanding of the country’s culture, language, and customs. In addition to being aware of cultural norms, your team should also have extensive knowledge of the latest consumer trends and patterns.
Tell an Amazing Story
Some things are universal. While language may differ from place to place, emotions remain the same wherever we venture. They know no borders or boundaries. So, if you truly want your video content to strike a chord with your target audience, you must tell a fantastic story.
Start by crafting a compelling narrative with a powerful story arc. Your video story should include messaging that aligns with your brand voice and evokes an emotional reaction from your audience. After all, research shows that emotions are the driving factor behind consumer purchase decisions.
Once you’ve crafted and refined your narrative, consider how you can incorporate high-quality visuals to complement and enhance it. Sometimes, animation works best, but other times, you may want to use a graphic design artist to illustrate an abstract concept. Whatever techniques you employ, the visuals should elevate your story so that it’s both memorable and meaningful to your audience.
Powerful storytelling involves many elements, from scripting to storyboarding, shooting, editing, and everything in between. The creative process behind the scenes is where all the magic happens, but you must approach each step intentionally.
Team Up With a Video Marketing Agency
Making magic happen can be challenging when you are trying to manage everything yourself. So choosing to partner with a skilled video marketing agency is often essential.
Developing an effective global video marketing strategy is a nuanced process. You have to balance the necessity of tailoring your strategy to your target markets while also being true to your brand values and identity.
An experienced video marketing agency can assist in every facet of your video marketing strategy, from conducting market research to leveraging international contacts to help you build your global team.
From a practical perspective, a video marketing agency can also assist you in the video production process—getting your idea off the ground and transforming your vision into a polished project that genuinely reflects the values of both your brand and target audience.
Are you interested in partnering with a video marketing agency but uncertain which one to select? Teams like the one at InnoVision Global Marketing should have a proven track record of employing an extensive network of resources and partnerships to support clients navigating the complexities of global franchising.
So, go beyond thinking big. When it comes to your video marketing strategy, think globally, and work on finding the right team to support your needs. With a little time, effort, and the right branding strategy, the world could be yours.
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