Whether you’ve just heard about the importance of video content or you’ve been already producing videos for ages you are probably aware that video is quickly becoming the number one way to connect with consumers and viewers.
Establishing a video marketing strategy may sound intimidating at first. Fortunately, it’s very easy and once you’ve mapped out your plan you simply follow the steps involved. To begin with you need to map out where you are going, what the aim is and how you can track the results. There is no need to have a thoroughly detailed strategy when you start producing video content, but your plan should be aligned with the goals of your company.
In this blog post, we’ll summarise 5 tips that are crucial in developing a successful video marketing strategy
1. Determine the objectives of your video marketing strategy
This is the most crucial step of your Video Marketing Strategy. You need to assess your goals as the outset of your video campaign is imperative for constructing the framework for your whole campaign. You should ask yourself what is it that your business wants to accomplish. What are your values and what do your customers need? Is your objective to educate on your products, build trust and loyalty or do you rather want them to be entertaining or promotional?
You should also understand what your KPIs are. Figuring out your KPIs, such as generated leads, Social Media likes and shares – helps to measure and analyse the success of your video campaign.
The more accurate you are with your objectives, the more likely you are to create the content that’s required to achieve them.
2. Know your audience
A crucial part of video content marketing is about giving your audience what they truly regard as valuable and what they care about and hence steering/leading them through their buyer’s journey. Your content will only be as good as your knowledge of your audience.
There are several methods to get deep insights into the audience you are targeting:
- Marketing Research: conduct surveys and interviews to gather basic information such as demographics, personality and preferences
- Social listening: monitor various social networks to find out what is being said about your brand, your competitors, and topics pertaining to your business
- Make use of existing analytics
3. Choose your video style & decide who will produce your video content
Once you know who your target audience is, it’s time to decide which video style and topic is most ideal to fulfill your goals.
Some marketing video styles are ideal for certain marketing objectives and some are better for other objectives, therefore you need to identify which video style, such as “how-to’s” or “brand stories”, you must use to meet your goals.
You can do so, by researching the most effective style and topics for your industry. Don’t be apprehensive to borrow ideas from an unrelated industry and incorporate it into your niche.
You have several options when it comes to producing and promoting video content, either produce the content yourself, hire an agency that specialises on video production or work with bloggers or influencers. During the decision-making process keep in mind your target audience, budget, your resources and time availability. By examining these components you are able to decide which option will be most suitable for your brand.
If you don’t have an in-house video production team at your fingertips, or lack the resources or knowledge of developing video content you don’t need to worry as there are plenty of experienced video production agencies that can create excellent, high-end videos. Keep in mind that video quality directly affects your marketing results. Therefore, producing excellent videos should be regarded as an investment.
4. Establish a multi-platform distribution strategy
So, now that you have awesome video content it’s imperative for your brand to use YouTube strategically but it’s not enough to just publish it on YouTube and do nothing else. Your goal should be to use the channel to increase awareness and drive viewers back to your landing pages. You need to create a schedule and plan how to effectively and strategically advertise your video content.
You can place the video on your website. You can link them in emails. Not to overlook is Social Media as followers will be encouraged to share your content. You can also collaborate with bloggers that are willing to spread the word. Granted your videos are of good quality and worth watching, it shouldn’t be difficult to find bloggers that are eager to share and promote them for your brand.
5. Measure performance
Your videos are finally published. Now you’ll want to look back at the objectives and KPIs you determined in the beginning. Knowing where you succeeded and where you failed will help you continually to improve your video strategy and justify your investment in the medium.
Luckily, video is quite easy to measure since it is displayed in a “player”. Ideally, you should track metrics, such as attention span and drop-off rates, click through rates and the amount of time your leads watch your videos.