“Marketing is no longer about the stuff that you make, but about the stories, you tell.” ~ Seth Godin
Video and marketing go hand in hand. From traditional television commercials to today’s YouTube videos, it is no secret that video marketing has become an essential part of branding.
While it is convenient and efficient for consumers, it provides marketers with an attractive, versatile, and incredibly engaging medium to reach out to the audience. Today more brands and companies are investing in video marketing and for a good reason.
To prove video marketing is a must, here are some facts and figures to prove it:
- Videos account for 80% of all the consumer’s internet traffic
- Organic engagement on Facebook is higher when a post includes videos
- Videos are like to gain 12 times more shares than texts and images.
- 87% of marketers include videos in their strategy
- It results in 49% faster revenue growth every year.
Video is not just limited to entertainment, but it is a useful marketing tactic. If done right, it can result in more conversion rates. According to a survey, videos can help the audience in making a purchase decision.
Videos haven’t only transformed how business market and consumers shop, but it has resulted in revolutionizing how businesses connect and convert the prospects while giving them the information they need in an engaging and entertaining way.
Whether it is just the beginning of your marketing journey, or you have traveled to some extent, you need to have a road map to stay on the road and the turns you need to take to reach your destination. In this case, your video marketing strategy is every bit important as the successful execution of the plan.
Developing a video marketing strategy is not difficult if you know what you need. Read on to dive deep into the main elements of a video marketing strategy.
Define your marketing goal
You need to set measurable goals to make sure you achieved what you wanted to achieve from your video marketing strategy. Define your goals for revenue and your brand.
Revenue-based goals focus on leads from inquiries while brand goas are those which revolves around the growth of higher quality email list, driving higher traffic from blogs or capturing Google Answer boxes for targeted keywords.
Some common video marketing goals include:
This is where the viewer realizes the problem. Videos in this stage of the goal should attract the users and introduce your brand as a problem solver to new customers.
At this stage, the viewers are researching, asking for recommendations, and watching product reviews to find a cost-effective solution. Give them a solution which can solve their problem.
At this stage, you want to compel the customers by providing information and satisfaction while proving that your product and services can solve their problem.
Not matter at what stage of the marketing funnel you have reached, following the SMART goals framework is an excellent place to begin. Your goals must be targeting a specific aspect of your strategy; they must be measurable and attainable. They must be relevant to your business objectives and have a timeframe in which they can be achieved.
Create a mission statement for your video marketing strategy
A mission statement helps create a video marketing strategy as it gives your team an easy-to-remember purpose to stick around. Your mission should be defined in a single statement capable of answering these questions:
What type of video content do you want to make?
Whether you focus on educating, entertaining, or both, the audience and your brand’s expertise must know your approach.
Who are your viewers?
Outline your target demographic in detail. Your video likely won’t bring in the results if you fail to create a buyer persona you want to appeal to. Find their pain point to be successful at describing your target audience.
What is your business message?
Think about the value your content can provide the audience, as well as the tasks and goals it can help in accomplishing.
To justify your video content, your business needs to understand why you want to create a video in the first place.
Research your target audience
To be successful at a successful execution of your video marketing plan, you need to determine who your target audience is. Define your prospects—learn about their likes, needs, and pain points—to create a video that can connect with them.
The key here is to develop a buyers’ persona. Use the information available to you and learn about your audience that can help in content creation. Facts such as how they learn, there referred kind of content, and more to be successful.
Once done, begin with mapping the buyer’s journey for your services so you can identify how your video content can help the potential customers taking them along the path to purchase your services.
Think about the different types of content you can use to address the personas at various stages of the sales funnel. For example, the video content that introduces the persona to your company is different from the one that can take the audience to the consideration mode.
As you move forward in creating a video—be it in the form of a whiteboard animation or live video, ask yourself which persona the content can speak at what point in the customer’s journey.
Decide what kind of video you make
Before you dive into filming or animating, you need to consider which type of video content can speak volumes about your brand. Think about the narrative you want to deliver to your audience, and how can you do it best along with which type of video content does your audience prefers.
It is crucial to consider the type of video which can fit into your customer’s journey and the marketing funnel. Bear in mind that different types of videos work at different stages of the customer’s journey, so make sure you take advantage of them in attracting the customers to your brand.
Set a budget
Where creating plans and strategies are important, the budget is also crucial to determine to attain the results you want. Without the proper budget, it is going to be difficult to have a great outcome of the efforts you’re put in marketing.
Plan out your resources, outsource a video animation company or hire a freelancer, but make sure to research the cost and experience before settling to any option. On the other hand, you can also go for an in-house team of designers and video makers to make sure you get the quality you require for marketing.
Consider the cost of all the resources you need for video production, be it a cast for live-action videos, animators to create animations and writers for the script, you need to set a budget which suits your marketing needs.
Figure out the channels for video marketing
Once you have the video in place, you need to consider the channels where you’ll be releasing the video. It is critical to leverage a number of distribution channels so your audience can engage with the video.
Whether you choose YouTube or social media platforms, think about a dedicated place where the visitors can explore the videos and engage with the content.
Many brands today are focusing on creating a video content hub to keep the potential customers occupied and guide them through their buying journey. Distribution of content is not the only crucial thing that you need to focus on; you also need to assess how you can manage the content after its distribution.
It may not seem crucial at the beginning, but you are bound to grow, which makes management of the content crucial to be effective. Make sure that you put in the system in place before it becomes overwhelming to manage.
Measure your performance
Video marketing is not just about the creation of video content and its distribution. To be successful, you need to produce, release, and review the data to justify your investment in video marketing as well as understand how well you are doing in the market.
Here are some metrics you should track for each video campaign you release.
Number of views
While it is not a measurement of its own, it can help in understanding if your distribution strategy is working as expected.
What percentage of the audience makes it to the end of the video on average? It can guide you to make the changes necessary for better engagement.
The lead generation and the number of opportunities are resulted in watching the video. Is the video influencing revenue generation?
This step in video marketing can help you to collect critical information. Once you have a strategy in place, you can see if the video content aligns with your business objectives so you can start using the assets more effectively.
Author Bio: Colors and designs were the first passion that I had. It took me years to become a master of this art. With 4 years of experience in the industry of animation and serving as a senior creative artist at Animation Dok, I am also playing my part in promoting the field through my posts and blogs.