How to Create a Video Marketing Strategy

How to Create a Video Marketing Strategy

Developing a video marketing strategy

Putting videos together and uploading it on YouTube or other social media platforms is barely scratching the surface of video content marketing.

A proper video marketing strategy involves detailed planning for budget, production, conversion and more. 

Below is a video marketing strategy you can follow to create a great video marketing campaign:

Best-Digital Marketing - how to create a video marketing startegy

What are Video Marketing Benefits

More people are watching videos but what does video marketing for your business mean?

Let us consider some quantifiable reasons why video marketing is so powerful in today’s world.

1. Define Your Goals

As general guideline your video marketing strategy should educate, intrigue or inspire your audience.

Your goal depends on what is most important to you and your target customers.

Best-Digital Marketing Services - Define Your Goals

To keep things simple – set one goal for your video. Your goal can be anything from creating awareness, to sales or increasing traffic.

Your goal will determine the tone of voice, message and other key factors like production and distribution.

2. Understand Your Audience

Research your target audience, understand and better connect with them

Best-Digital Marketing Services - The Marketing Funnel

Although videos work in all stages of the marketing funnel, your video should reflect your target audience’s stage in the video marketing funnel.

If your prospective buyers are only just aware of a business problem that you are solving then your video should introduce them to your solution.

Best-Digital Marketing Services - Understand Your Audience

However for prospective buyers who are already on your product or sales page, they need to see proof of customer satisfaction and the unique benefits of choosing your solution.

3. Set a Budget

Let us make it clear – a larger video marketing budget does not necessarily guarantee more conversion or success.

On the other hand a low-quality B2B video can hurt your brand image. The best way to set a budget is to consider your audience’s production expectations and deliver on that.

Best-Digital Marketing Services - Set a Budget

Young adults prefer shorter videos and making videos for them may be less expensive or free especially when creating video marketing content on a budget.

However if you work with a celebrity or influencer your cost could go up. Using micro influencers are a better way forward – they cost less and usually have larger audiences or followers.

Whether you are producing the video internally or hiring a production company you should stick to a comfortable budget that delivers what your audience expects.

4. Select a Video Marketing Idea

Before you start shooting – determine the type of video marketing idea you need and the story you want to tell.

You could use some research here to uncover which content marketing video types and video formats resonate best with your audience.

Best-Digital Marketing - Types Of videos

Webinars, case studies, tutorials, corporate brand videos and support videos are usually suited for B2B companies. Consumers usually watch product demos and how-to videos.

Once you understand your buyer’s persona it should be easy to find where you can reach them.

You can start with your existing network through emails, primary contacts and blogs. Social media platforms like YouTube, Facebook, Instagram, Twitter and LinkedIn are excellent choices depending on your audience.

As mentioned earlier your product and landing pages could also benefit from a relevant video.

If your budget allows it – paid ads and paid content promotion will enable you to reach larger audiences with better targeting.

6. Optimise for Conversion

By following the above processes, you are already steps closer to starting a successful video marketing campaign.

But there is more that you can do to ensure your well-targeted audience converts.

Best-Digital Marketing - Optimise for Conversion

Some of them include:

  • Keeping it short and simple
  • Adding a clear call to action (CTA)
  • Offering incentives
  • Providing different purchase options
  • Optimising for SEO
  • Using social proof
  • Engaging with your audience

Measure the effectiveness of your video marketing metrics to ascertain what is working and what is not. Your videos may be too long or you may be posting on the wrong channel.

 

Best-Digital Marketing - Track your performances

Some A/B testing should help you find the sweet spot for your video marketing campaign.

Do not focus on conversion rates only – engagement rate, view count and shares all reflect the impact of your campaign.

5 Video Content Marketing Ideas and Best Practices

With your knowledge of how to do video content marketing we encourage you to explore its benefits to promote your business.

To increase your chances of success – try the following video content marketing ideas:                      

1. Evoke Emotional Responses

People rely on emotions to make brand decisions. Tap into that by creating emotions that you want customers to associate with your brand in your video campaign.

Click on the picture below to view the video example

Emotions such as trust, happiness, sadness, empathy and instant gratification have proven effective over the years.

2. Create a Call To Action (CTA)

Optimise your videos with CTAs to convert or prompt your visitor to engage with your video.

Click on the picture below to view the video example.

Most marketers add CTAs to the end of the video as it fades to black. However, you can also add mid-roll CTAs as long as it does not interrupt the video.

If you are uploading your video on YouTube you can leave an annotation asking users to subscribe or go to your website.

Stories are amazing and they captivate your viewers to watch your entire video.

At the same time you can convey valuable information about your business and its solutions.

Click on the picture below to view the video example.

Twenty years ago – ads were just ads but today customers expect more than a reason to buy your product. Stories show customers your product and help them to relate to it.

Brand videos introduce you to your audience and highlight your company’s values.

Click on the picture below to see a video example.

This may be your first impression therefore be sure to make it a lasting impression.

Attention span online has reduced drastically so you only have a few seconds to win your audience’s interest.

Click on the picture below to see a video example.

You can use a hook at the start of your video or a catchy thumbnail to attract prospects.

It is crucial to establish what your video is about quickly before they lose interest.

Conclusion

Video content marketing is not new but as video is becoming more accessible people are consuming more video content over text.

Video is a great marketing tool with low production costs and high return on investment (ROI).

Do you want your video content marketing to convert? Contact us today to see how we can help you develop content that gets results.

There are also competent video content marketing agencies like Best-Digital Marketing Services that can create catchy videos to meet the needs of any company.

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