WHAT IS A VIDEO MARKETING STRATEGY?
Often a business owner has been bitten by the video bug, uploaded one video, not seen results and then gone back to traditional marketing convinced that video is not suited to their business. Well, video does and can work for almost any business I can think of. However, it does need to be done correctly with some careful planning and strategy to allow it to work to it’s full potential.
Using video without a proper video marketing strategy is no better than throwing darts at a dartboard while blindfolded. You know the general direction you want to go but will have trouble hitting the target.
A video marketing strategy is a plan broken down into simple manageable steps outlining where you are going, how to get there and how you’ll measure the success of the program.
Your initial plan does not have to be excessively detailed as after your first few videos you will soon realise what is and what isn’t working. What is important is to ensure your videos stay consistent with your company brand, mission and goals.
Here we have provided a 5 step breakdown to get you on your way with a successful, easy to follow video marketing strategy plan applicable to any business.
Know Your Audience
Divide your target audience into separate groups. Identify their reasons for buying your brand or competitor brands, and what is most important to them when they purchase products like yours.
- What they like/don’t like?
- What they need/don’t need?
- How they spend time online?
Describe what you can deliver to customers that meets those wants and needs.
A simple company video marketing statement is a helpful way to gain a clear picture of your goals and audience.
- core audience target: who?
- type of content: Educational? Entertaining? How-to? Sales?
- what will be delivered to the audience?
- audience outcomes: what’s in it for the viewer? How does it help them?
Style & Topics
When you first start it is easy to get carried away with grand ideas of creating 10’s or 100’s of videos.
In reality, video production can take time and resources so it is best to prioritise which videos will most efficiently help you achieve your goals.
There are a variety of video styles that can be used depending on your desired outcomes, audience and distribution channels.
Here are some video ideas suitable for most businesses:
- Welcome Video – Usually found on the homepage. General introduction to company services or products.
- About Us – A more in depth presentation about the company, it’s history, goals and achievements. Can be used to highlight your unique selling proposition.
- Thought Leader Videos – Establish yourself as a knowledgeable leader in your field. Great for blogging and article submission.
- How-To’s – Share your knowledge with tutorials
- Testimonials/Case Studies – Genuine positive reviews from trusted clients explaining how your company helped solve their problem.
- Sales Video – Promotional video highlighting the benefits of your product or service.
- FAQ – Useful if you find staff are often answering the same question from clients. Good to improve efficiency in your organisation.
- Animation – Perfect for explaining processes and procedures.
- Webinars – Record your webinars and offer them on your website or re-purpose into smaller segments.
Creating content is the “fun” part of the process. This is where the ideas are put into practice and come to life.
Depending on the budget and resources available, content can be created in-house or outsourced to a professional video production company.
Keep your goals in line with your budget and above all get creative. A simple handheld iphone movie can be perfect for a video designed to engage viewers on Facebook. On the other hand a professional dedicated video crew may be the best choice when creating a corporate profile video for an established brand.
Determine early in the process who is responsible for concept, script development, production logistics and promotion of the video after completion. These are important responsibilities but unless these roles are clearly designated they can be overlooked.
Also, keep in mind that “done is better than perfect”. Your first few videos may not win any awards. That doesn’t matter. The main thing is to take action. You can always go back at a later date and update, re-do or tweak your earlier content. It is more important to get started on the video content path then revise as you gain experience and knowledge.
Whether you’re using sales videos, company profiles, creating how-to videos, or webinar-on-demand, it’s important to know which section of your website you are going to keep your videos.
Once decided, you need to find a hosting platform to store the videos and allow them to be embedded in to your blog, website and relevant pages.
There are a number of excellent hosting platforms available, each with their own advantages and disadvantages.
YouTube is obviously the most well known and popular distribution channel. While it can be effective for increasing view count on your videos YouTube’s sole purpose is to keep viewers on the YouTube site. This can lead to lower conversion rates and viewers being distracted by unrelated videos.
As you begin to produce more of your own content it is advisable to create your own channel where you have greater control over the content branding, embedding options, analytics and call to actions.
Some of the more popular hosting channels include Vimeo.com, Wistia.com, Vidyard.com and Brightcove.com. Each of these companies offer different packages and levels of services to suit most budgets.
Without properly measuring the performance of your video you will have no idea if it is successful or not. Even videos that appear to be performing well may improve further with some minor tweaks.
Video analytics allow you to assess what is working for your audience, see which referral sources you should be improving, see where/when you are losing viewers and how you can increase viewer engagement.
Remember, feedback from these tools is only as useful as you make it. You need to take action based on what you learn.
After examining your analytics you may find you need to:
- use viewer feedback to determine new content
- split test video thumbnails
- develop relationships with those who have shared your videos on their on sites and blogs
- shorten your videos to maintain viewers interest
- experiment with different call-to-actions, titles and descriptions
It is well worth devoting the time and energy in the early stages to ensure you create a worthwhile and focussed video marketing strategy. It is no good spending time or money to only realise 3 weeks into production that the video is not going to achieve the goals you had in mind.
Following the above guide will allow you to start leveraging the power of video in your business. When used thoughtfully and with a plan video can help take your business to the next level with greater brand awareness, improved efficiency and increase sales.
Contact Encore Media today to get started on your video strategy
Ph: 1300 189 700