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Video content has become inescapable, transitioning from pure entertainment to a professional medium. Its widespread use is evident everywhere. In fact, statistics speak for themselves.
A 2022 report reveals that 86% of marketing professionals rely on video to promote their products and services. This results in increased visibility and growth.
So what do you think? 🤔
Would you like to be a part of this 86% by creating a killer video marketing strategy to engage your audience and generate much revenue?
But don't worry if you're new to video marketing! Whether running a small business or a big enterprise, incorporating video into your marketing strategy can boost your sales.
With this guide, you will understand how to use video marketing and create a killer video marketing strategy. So let's dive in!
So, without further discussions, let's follow the steps to ensure you create the right video marketing strategy. Whether you want to create a video marketing strategy for your business or one you can use for various platforms, this guide will work like a charm.
Catch up with the 14 steps to create a Video Marketing Strategy
1. Start with Your Video Goals 🏁
You need to start with a clear understanding of your video goals. This means defining what you want to achieve with your video marketing strategy and how you plan to measure success.
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Starting with your video goals is critical because it helps you align your video content with your business objectives. For example, if you want to increase sales, you may want to create a product video.
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It helps you focus on your video and digital marketing efforts. As some videos can be more effective than others in achieving your desired outcomes.
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By defining your video goals, you can ensure that your video content is aligned with your marketing funnel to drive the desired outcomes.
- In the Awareness stage, the videos should be compelling enough to introduce your brand to a new audience.
- During the Consideration stage, users research, seek recommendations, watch product reviews, and look for cost-effective solutions.
- In the Decision stage, provide evidence of customer satisfaction and prove why your product or service is best.
2. Define your target audience 👩👩👦👦
The stats show millennials, whereas Generation X wants more of a traditional 30-seconds video ad. Thus, understanding their unique needs, wishes, and preferences is key.
But don't stop at basic demographics like age, gender, and location. You must dig deeper and uncover the following factors to connect with your audience.
- Age
- Gender
- Location
- Educational background
- Purchasing habits and preferences (if applicable)
- Type of content they like
So how do you gather all this juicy intel ? Use social media and website analytics to track usage patterns and behaviors. Look at the brands your audience follows, the content they share, and the data you've collected from your website.
Once you understand your target audience, you can create a buyer persona and start crafting videos that will make them sit up and take notice. So get to know your audience like the back of your hand, and watch your video marketing strategy soar!
3. Keeping a Suitable Budget 💲
A realistic budget can help businesses make informed decisions and avoid unnecessary expenses. It will lead to increased profitability and growth.
Emphasizing the importance of maintaining a realistic budget can help businesses show their financial responsibility and competence to potential customers, investors, and partners. Follow these tips on how to maintain a realistic budget for better results.
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Defining specific goals and objectives helps focus on spending and ensure that resources are allocated to areas that generate the highest return on investment.
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By keeping a record of all expenses, businesses can identify areas where they are overspending and make necessary adjustments.
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A budget is not a one-time document. It needs to be reviewed and adjusted regularly to remain relevant and effective.
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Prioritizing spending is important to maintain a realistic budget. Businesses should divide resources into areas most critical to achieving their goal.
4. Check out the competition 👩👩👦👦
Never stick to brainstorming new ideas for your video marketing strategy; also, look at your competitors' actions. They can be your best teachers on what works and what doesn't in your niche.
So, visit the best search engines like YouTube or Google and search for your niche. If you're targeting local people, narrow your results to your competitors. Check out their videos, and read the comments and feedback. This will help to gain valuable insights into your audience's preferences.
“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better,” ~ Kristin Smaby
Use their suggestions to craft an engaging campaign to capture their attention.
And let's remember the importance of originality. By studying your competition, you can avoid repeating overused content ideas and stand out.
5. Outline your video marketing plan 📝
Staying organized throughout the whole process is crucial. When you know your target audience and objectives, it is time to form a strategy.
Prepare the answers to the following questions:
- Where do you plan to post your video content?
- How often do you plan to publish?
- When do you plan to shoot the videos?
- Do you plan to feature someone in your videos?
- Do you need to contact some people for collaboration?
- How long will your videos last (approximately)?
- Who will be responsible for video marketing?
Planning is the key to success. Not only will it save you precious time, but it will also help you stay focused on what's important: creating awesome video content! So, take the time to plan out your shoot, and you'll be well on your way to making your vision a reality.
6. Customize the video content 📽️
Here's the deal: You're missing out to connect with your audience if you're not customizing your videos for different platforms. You can't use the same video for all your social media accounts and expect to see great results.
Think about it - Would you want to see the same video on loop? Of course not! So, it's time to spice things up and tailor your videos to the platform you're using.
For instance, Instagram videos should be short, snappy, and packed with entertainment value. On the other hand, your YouTube channel is the most popular video platform to showcase your expertise in video creation. It will also offer real value to your audience.
Start customizing your videos for each platform to ensure you get the most out of your video marketing efforts!
7. Diversify your video content🔺
A report from HubSpot research, more than 50% of consumers want to see videos from brands compared to any other type of content.
Keep the audience engaged by providing them with various types of videos. When it comes to video content, your choices are endless.
As mentioned earlier, make your video adaptable to the intended platform. It allows you to experiment with different long-form or short-form video types.
Some of the types of content you can use are:
- Product explainer videos
- Interviews
- Humorous videos
- Brand videos
- Educational videos
- Customer testimonials
- How-to videos
- Tips and tricks videos
- Recorded webinars
- Case study videos
- Behind-the-scenes videos
- About us videos
- Live videos
- Social media videos
8. Decide the length of the video📏
Let me jazz up that paragraph for you!
If you want to make a killer video that leaves a lasting impression on your audience, listen up! The length of your video can make or break its success. Are you trying to spread brand awareness or explain a complex product?
Then a snappy and short video might do the trick! Yet, a longer video might be necessary if you're dealing with a product that needs some serious explaining.
Either way, there's no need to fret! There are tons of free online video cutting tools available that can help you achieve your desired length.
9. Prepare the dialogue🗣️
The information you provide your users through the type of video content should be concise and understandable.
Improvising the dialogue may seem like the best solution for giving a natural flow to the video. Yet, if you want to sound professional, you should create content for the video in advance.
Even if you plan to make short and funny videos for your Instagram profile or want to make a quick announcement, you should still think about what you plan to say.
Outline the dialogue so that everything important gets noticed along the way. Some great writing services, such as Trust My Paper, can help you shape your thoughts and adapt them to video content.
Of course, when you build a video with people, there must be some improvisation, but having a general content strategy will help you create the video you want.
10. Be careful with editing📽️
Editing can either make your content amazing or completely ruin it. That is why you need to be extra cautious when it comes to video editing. It is something you need to think through from the very beginning.
Are you skillful enough to edit videos on your own? Do you have someone on your team skilled enough to do the editing?
You should find a video editor if there is no one you can rely on to edit the videos to perfection.
Collaborate with freelancers to avoid unnecessary costs. One of the benefits of working with freelancers is that you can reach out to them only when you need their services.
And, if you don't trust freelancers, you can always go for a video marketing agency. While outsourcing video marketing services from a company, select a video marketing agency wisely.
11. Have an SEO video strategy🔎
Hey there! Did you know that SEO isn't just limited to your website, blog, and social media posts?
Yup, even your video content needs some optimization lovin' too! If you want to ensure your audience can easily find your videos during their search, apply some SEO strategy. Optimizing your videos can also help you gain new viewers and grow your subscriber base.
Here are a few practical steps to a video SEO:
- The titles should be short and informative
- Include a link to your website in the video description
- Use keywords in your video description
- Optimize the videos for mobile-viewing
- Implement link-building
Salma Jafri, a content marketing expert and Udemy course instructor who creates video blogs for Entrepreneurs says that creating more videos on YouTube can also help with your SEO.
“Since Google owns YouTube, it can rank your videos on YouTube in a matter of minutes, not hours or days. And in the first 24 hours, your videos are promoted more, giving it a fighting chance to rank,” ➖ Salma.
12. Use social media📲
Creating stunning videos is an excellent tool for engaging your audience on social media. By sharing your videos on social media, you can create a buzz and gain traction. This will tend people to leave comments and engage with your content.
You can use this opportunity to connect with those interested in your video and build a long-lasting relationship with them.
Did you know social videos have a share rate of 1200% higher than text or image posts? So, now's the time to start!
13. Focus on platforms that work best for you👌
Are you struggling to make a name for yourself in the online world? Being everywhere at once might not be the solution. It's time to channel your efforts and focus on the platforms that will give you the edge.
Selecting the right platform is key to building an excellent online reputation. Don't spread yourself too thin; concentrate on the platforms most relevant to your business.
For fashion brands, Instagram is a must. And for B2B companies, LinkedIn is the go-to platform. Trust us, with the right strategy; you'll be making waves in no time!
14. Keep track of the metricsⓂ️
If you follow up with the results, your efforts will only have a purpose. The numbers show that 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media. To achieve that satisfaction, you must follow your video metrics marketing progress.
Keeping track of your video metrics at different stages of the funnel helps you create your video marketing plan for the future.
- Attraction - Views, Impressions, Unique Users, Awareness Lift, and Ad Recall Lift
- Engagement - View-Through Rate, Watch Time, Favorability Lift, Consideration Lift, and Brand Interest Lift
- Decision - Clicks, Calls, Signups, Sales, and Purchase Intent Lift
- Retention - Customer retention rates, Return visits, Social engagement, and Favorability lift
Pay attention! to the type of content that got the most views and comments. Also, look at what your audience likes and dislikes about the videos. Besides that, collect data on click-through rates from email and social media, the website's conversion rate, and total views.
The feedback and the data will help you understand your audience better. It will also help to identify your video marketing strategy's strong and weak points.
Why should your business not ignore the importance of Video Marketing?
In simplest terms, video marketing uses videos to attract new visitors and engage potential customers. Adding videos to the marketing strategy will catch the visitor's attention. It will also allow you to provide them with the right information in a small and engaging way.
Below are some statistics that will make you believe you should incorporate videos in your marketing strategy.
- There are around 91% of companies use videos as their marketing strategy.
- The consumption of mobile videos increases by 100% each year.
- 54% of people look forward to video content from the business or brand they are interested in.
- By improving their video marketing efforts on social media, 88% of video marketers are successful in generating better ROI.
- 80% of conversion can be improved by adding videos on the landing page.
- 8 out of 10 people have reached the decision to purchase after watching the brand's videos.
You might raise your brand awareness and boost sales and conversions. If yes, then start efficiently creating your next marketing strategy. Hence, you will achieve your business goals without difficulty or hassle.
Ready to ace your Marketing Video Strategy in 2023?
Some may think video marketing demands expensive equipment and tons of investment. The truth is that it mostly asks for creativity and persistence. The results you can get from video marketing will be worth every second and cent you put into this project.
The key is to allow yourself to display your authenticity and strategically use those videos, just like the tips mentioned above have taught you.
You can also avail of video marketing services and create powerful videos. Choosing the best video production company will help you achieve your business goals by creating videos.
Hope you find this guide useful. Please feel free to add anything we have missed here. And if you are looking for a video marketing company, contact us!
Editor: Vaishnavi Jain
