Video marketing is the trend of the day. By realizing the increasing significance of incorporating videos in the marketing strategy, marketers are heading up to utilize it for increasing sales.
It is not only the big brands that are massively increasing their budget for video campaigns, even the newest of entrepreneurs and small start-ups are beginning to do the same.
YouTube recently released some data. It said that people are spending over 1 billion hours watching video each day. This statistic immediately drives our attention towards the skyrocketing advancements that videos will possess in the marketing campaign in the near future.
Often, creating marketing videos isn’t economical, so make sure to get the most out of your investment. You need to approach your video marketing strategy methodically with the will to perform well.
Saying this, you do not need to overdo your investments in creating videos. Even an iPhone or an Android device works wonders. It is just that how good are you with videography and storytelling. Mind you, most of the viral videos on the internet are shot by normal mobile phones.
Creating a Killer Video Marketing Strategy in 5 Easy Steps
Getting your strategy right is like winning half your battle. WordStream suggests that 87% of Online Marketers are using Video Content as a promotional tactic. So, you are talking about real competition here.
If almost everyone out there is doing the same thing out there, you have to make a point to do your thing differently. Here I list the 5 crucial steps to create a winning video marketing strategy.
Step #1: Target the Right Audience
A video should be intended to deliver to the needs and interests of your audience. Try to determine your target audience, if it is for a particular age group or for a particular gender.
You need to shoot your videos in such a way that your target audience’s is reached accurately. It’s the correct target audience which will determine if your content consumers convert into a lead or not.
According to Aberdeen, Video marketers get 66% more qualified leads per year. Hence, what you need to do is educate and inform your audience the required facts and then wait for the results.
Next what you need to do is determine which platforms are the ideal ones where you can publish your video to reach the right audience.
If the audience feels that their query was answered, it is a tendency to come back for more. In this way they develop greater trust in your brand.
What you need to do before publishing the video is to self-analyze.
Self analysis of your video and help you know if it serves the purpose of providing a solution to the target audience’s problem or decreasing the challenges they face.
This will help you to grab their attention or else mostly the audience will simply scroll up your video.
Step #2: Nail Your Video Goal
The length of the video does not determine the impact that it can create. Even a short clip with a definite intent can act as the key to a successful video creation strategy.
But, what is essential is to determine the objective beforehand. You need to figure it out before shooting the video. Answer the question to yourself, is this for increasing brand awareness, for explaining your product or for some other reason.
Note it down. Then, work towards it.
For example, if your objective is to increase online engagement. The best way to do that would be to create a video that is interesting, emotional or a short promo video.
Similarly, for greater website traffic, the correct option would be product videos, or testimonials.
Finding out the objective is not enough. You also need to determine what you are expecting out of a certain video. Figure out what results you are expecting from your business video.
After establishing both of these, you are now capable of formulating a clear strategy for marketing. With your strategy in mind, you can create the content that will be most effective to get that message across and then modify it accordingly.
Step #3: Create Your Own Content
Content acts as a building block for your video. One should make sure that the video appropriately serves the objective that you had determined before. Keep it short and crisp but deliver the required information.
Formulate your content before you start shooting your video. Then keep working on it according to what you want to achieve.
There are different kinds of video content serving many different uses. If your aim is to engage and interact with the viewers, a new trend is of V-logs or video blogs.
V-logs are the most economical kind of content. The best content is always the content which is raw.
In a V-log, you are just being yourself. You are informing your audience about your company, the way you work and successfully engaging with them in real-time.
The content of your video can vary accordingly. It can include animations for explainer videos or an expert interview/testimonial to embark inspiration in your audience. It all depends on the purpose of your video.
Step #4: Divide, Conquer and Upload Your Video Content
After finalizing your content strategy and publishing platform, we think you have a clear plan. Now you’ll have to allocate tasks to get the video recorded.
The tasks can vary from writing scripts or taking points, to setting up lighting and/or green screen, to even recording and editing the videos. Set the necessary people at work and get rolling.
Once the recording is completed, edit the video. It’s still not the time to publish. First, take feedback. Re-watch the video several times to see whether it has turned out the way you wanted it to.
Modify the video if required and then, finally, you are ready to upload it.
Now, the initial goal is to reach out to the maximum target audience. For that, it needs to be on social media websites as well such as Facebook, Instagram,Twitter etc.
Such platforms allow your videos to be shared which leads to an increase in click-through rates. Other than that, make sure to upload it on YouTube, since it is the second largest search engine after Google.
Step #5:Keep an Eye on Your Metrics
You’re almost done. Just to justify your investment, the most significant thing is to analyze the consequent results from the video.
A pro-tip would be to upload the video as soon as the week starts. By next week, you will be able to judge your performance properly.
For the analysis as well, you need to keep in mind the main objective of your video. It might be to increase brand awareness, engagement or conversions. So analyze your results accordingly.
Make use of metrics such as view count, conversion rate, play rate, click-through rate, and bounce rate.
Over to You
Overall, Marketing is a complete philosophy and it isn’t a puzzle. In order to do well at any form of marketing, whether online or offline, you need to learn it. Especially when it comes to online, having a complete understanding of how online channels work is important. All this makes it important for a marketer to learn online marketing formally.
Among the pioneers of Digital Marketing, Pradeep has been part of the Internet Industry since 2000. He has been a serial entrepreneur for last 17 years and is currently the CEO of Digital Vidya, a leading Digital Marketing and Data Science training company. A graduate of IIT Delhi and a recipient of Adobe Content100, Pradeep is one of the most sought-after international speakers in Digital Marketing and Entrepreneurship.