Video marketing has become a necessary part of a social media marketing campaign. More than 80 percent of businesses use videos as a marketing tool. Nearly the same number of consumers have tried or switched on to a product or service after viewing the marketing video of a brand. For the success of your campaign creating a video marketing strategy is essential. It will help your brand convey your message, get more engagement, develop a connection with your potential audience and get favorable results. But how to create a video marketing strategy? Unless you have a clear idea, you may be putting your efforts in vain. Given below are the important steps you can take to create a great video marketing strategy for your business.
1. Create Your Customer/Buyer Persona and then Set Campaign Goals
For any successful marketing campaign, you have to identify the customers you want to focus on. Find the demographics of your core audience like age groups, ethnicity, gender, lifestyle, etc. It will help you create their buyer persona. This research lets you know what type of content they like and what type of marketing and social media channels they are on. This lets you create a video content marketing strategy for your target audience. You decide what your goals are and the right tone and message to reach your core audience. All these insights will help you launch an effective video marketing strategy. Now you can create a script, film the video and upload it on the preferred channels.
2. Have a consistent Video Marketing Strategy Aligned with Your Brand Image
Your content across all channels should be consistent and align with your brand image. Whether it is emails, YouTube, or Facebook channels, you need to be consistent. If you are marketing a product, ensure that all your videos and other digital marketing channels have a link to your landing pages or website. If possible, incorporate your brand logo and taglines in your messaging channels, whether it be videos, display ads, or others. McKinsey Inc. reported that businesses with consistent branding performed 20% better than businesses that lagged in this aspect.
3. Video Production Marketing Strategy – Plan Your Budget
It’s a misguided assumption that a huge amount of money for a video project guarantees its success. On the other hand, not spending enough will produce low-quality videos that may hurt your campaign. So, what should you do? Keep your campaign goals in mind and then decide on the budget. If your core audience is millennials or zoomers (Gen Z) then create short videos for Instagram, Twitter, and Snapchat. These are the preferred mediums where millennials and above hang out. You can also reuse user-generated content and modify it as per your needs. For a middle-class and more mature audience, you can take the help of an influencer that has access to your demographic group. It need not be a movie star or a supermodel. For e.g., for mobile phones and computers, you can take the services of tech gurus that are already active on social media channels. For finance-related products, contact finance pundits or your telegenic neighborhood CA.
4. Video Optimization and Targeting Strategy
Optimize your videos depending on the media channels you are targeting. For a YouTube video marketing strategy, wait for two weeks after the video launch. Then refine your target audience and make any tweaks if required. For Facebook, create short videos with captions and upload them directly to the channel. Likewise, you can create optimized strategies for different channels. Also, include keywords to your video titles and descriptions and to the closed captions if possible. Shoot your videos in portrait mode if you are targeting mobile devices. Use intro and outro-making tools to further optimize your videos. Include a Call-to-Action at the end of the video if you want a definite result or action from your audience.
5. Sound Effects
Audios are an integral part of videos that increase the engagement rate of viewers. Do not ignore the role of audio in your digital video marketing strategy. Give proper attention to sound mixing and narration. Ensure that your audio levels, foley effects, narration volumes, and other details are perfect. It will make your videos interesting, effective, and engaging.
6. A Consistent Video Content Schedule
A video marketing strategy template should have consistency printed at the top of it as it is a key to its success. Create a schedule for posting videos and consistently follow it. Set a realistic target and plan your schedule keeping the considerations like resource availability in mind. Make some adjustments to your timeline so that you are ahead of it by at least 2 or 3 videos. This way any disruption will not affect your schedule and your followers and viewers will not miss your videos. In the eyes of your followers, it creates a reliable image of your brand that the viewers can trust.
7. Video Production Marketing Strategy-Delegate or Break down the Tasks
Break your video-making and marketing strategy into different tasks for ease of working. If you have a team, you can delegate tasks to them. If you are working alone, allocate a time frame to each task and work on them. This includes creating scripts, lighting arrangements, recording videos, editing, and uploading them among others. This way, your videos will be created, edited, and uploaded efficiently and save you a lot of time.
8. Video Marketing Strategy 2020, 2021 and Beyond-Diversify Your Videos
Diversify your videos for an effective video marketing strategy. You can record and post “DIY” videos, webinars, and interviews with market experts. You can also create interesting behind-the-scenes videos, customer testimonial videos, and how-to videos. Informative, interesting, and educational videos that entertain and also provide value to customers gain much traction and popularity. Do consider these options for your marketing strategy.
9. Video Content Marketing Strategy – Pick Your Distribution Channels
Research where your target audience hangs out. Then post your videos. For a YouTube video marketing strategy post videos to it through your business account. You can also embed links to your other videos or website in the descriptions or the video itself. Post the videos on your website and blogs too. If you have video testimonials or reviews for your products, you can post them on your website under “Customer reviews”. If your viewers and customers are interested in knowing more about your business or brand, you can also post engaging videos in the “About” section of your website. Also, create and share promotional videos through emails and newsletters. It increases the chances of their viewing 7 times more as per video marketing statistics.
10. Video Marketing Strategy – Test and Test again
Do A/B testing to figure out how your video marketing campaigns are performing. This will enable you to single out the strengths and weaknesses of your strategies. Here are some ways to measure the success and effectiveness of your campaigns.
1. Engagement Rate
Engagement rate measures viewer interaction with your videos. It includes the time spent viewing your videos, whether the viewer watched the full videos, left early, or skipped over the videos. This provides you insight into the quality, creativity, and optimum length of what your videos should be.
2. View Count
View count means the time your video has been watched. It is measured in different ways across different channels. While Facebook counts a view for 3 seconds watched, for YouTube, it is 30 seconds. This helps you plan your video content marketing strategy better based on different channels.
3. Play Rate
Play rate means the number of viewers who clicked play to view your videos. It is also influenced by the length of the video, thumbnails, and copy. Play rate lets you figure out how your videos perform on different channels or sites. You discover more about the audience you are attracting and tailor your strategy accordingly.
4. Social Sharing
Social sharing as the term implies means the number of times your videos have been shared on social media. An increased number of shares means your video content is interesting and engaging while a low sharing volume is the reverse of that.
5. Feedbacks and Comments
Feedbacks and comments are the direct response of your viewers. If you are getting positive reviews, it means your campaigns are doing well and you may very well convert your audience to customers. Negative comments mean there is a lot to be desired. Check where you are going wrong. Is it the content, the length, message, targeting the wrong audience, or shoddy production values? Rectify the mistakes based on the feedback and modify your digital video marketing strategy.
With the help of the above pointers, you can develop an effective video marketing strategy for your business. You can increase the reach to your target audience and gain your products, services, or brand more visibility.
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