How to Build a Video Marketing Strategy: 5 SecretsVitalii Romanchenko
Strategies for using video in marketing are not new. There is no sense in making a digital marketing video without first conducting thorough research and formulating a strategy. Your budget, schedules, conversion metrics, and more will all be influenced by it in the end. As a result, this should be the first stage in your video-making process.
Is it any surprise that people spend a third of their internet time watching videos? In addition, approximately 9 out of 10 marketers employ video in their marketing campaigns. Not to mention the fact that every day, YouTube users watch more than one billion hours of video.
You need a video marketing strategy if you want to promote your products and services to customers who are watching videos. And here are five secrets you need to know before you go.
First things first
Let’s get started by outlining your video’s objectives before we get into the specifics. Preferably, you should have a video at each level of the marketing funnel. But first, you’ll need to pick which step is the most vital to work on.
A challenge or opportunity is defined here, and the viewer knows they have a dilemma. At this point, your videos should entice viewers and present your company to a wider audience.
The viewer is now pondering a solution to the situation they’ve been presented with. They’re doing research, asking for advice, reading product reviews, and looking for cost-effective solutions.
When the answer is almost found, you want to stay in the forefront of people’s minds. Make a case for your product or service by showing your prospective consumer that your customers are happy with it.
Now that you know where we’re going, let’s get into the specifics of how to get the most out of each video marketing secret.
Secret #1: Get to know your audience.
Close your eyes and picture the perfect customer: the one who would go into your store, call your phone, or click on your website without hesitation. Creating a buyer persona is the first move in generating the correct content for your target.
As the cornerstone of any video marketing strategy, your customer persona is essential. All of your written and visual content should be tailored to the needs of your target audience. Video content that answers their queries, resolves pain points, and provides focused calls to action that connect to them is necessary for a good campaign.
The tone of your brand’s videos will be heavily influenced by the customer persona. Are they looking for a light-hearted, friendly approach, or would they prefer a more serious, businesslike one? It’s important to remember that your buyer persona may change over time, and you may end up with more than one! Plan your video marketing strategy with these considerations in mind.
Secret #2: Map out your video content strategy.
Take a look at your schedule. Given that there are only 24 hours in a day and that you are juggling numerous plates as a young entrepreneur, how much time can you devote to video? Can you use part of the time you’d normally spend scrolling Facebook to create an entertaining video instead?
Your video marketing strategy should be laid out on a calendar so that you can plan your content. Consistency is the key to a successful video marketing strategy, so be honest with yourself. To keep your viewers engaged, it’s important to be able to consistently provide new content at regular intervals throughout the week or month.
Having a content plan in place can help you vary your video offerings. To get some ideas, have a look at the examples of each of the many types of videos below.
1. Product explainer videos.
2. Case study videos.
3. Educational videos.
4. How-to videos.
Don’t panic. You don’t have to produce each and every one of the examples listed above. Make a list of two or three sorts of videos that you’d want to make, along with a brief outline and an estimate of the video’s length.
While videos under two minutes in duration tend to garner the most attention, keep in mind that some may last anywhere from 15 minutes to more than an hour.
Make sure each video has a clear call to action for your viewers, such as signing up for your email marketing list, giving you a call, or making a purchase on your online store.
Secret #3: Divide and conquer your video material.
As soon as you’ve identified your target audience and developed a content strategy, you’ll need to assign responsibilities to ensure that the videos are produced. If you’re fortunate enough to have the assistance of a group, you’ll need to focus on the following:
- Drafting talking points or scripts;
- Choosing a green screen or backdrop;
- Checking the sound and lights;
- Recording, editing, and uploading the videos.
Your video marketing strategy can still be implemented, but it will require some planning and scheduling on your part as a one-man team. To be clear, your videos will not be flawless. If you’re on your own, here are a few simple tips:
- Accept flaws: learn and improve from previous videos;
- Allow at least an hour: you’ll almost certainly need many takes;
- Speak slowly and clearly: so that others could understand you;
- Don’t lose sight of the prize: videos will help you grow your company.
Secret #4: Post your video online.
When you’re through recording and editing, it’s time to post your video. Choose a platform: YouTube, Facebook, or Vimeo are all good options.
More than one billion hours of video are seen on YouTube every day, making it the second most popular website in the world. Because Google owns YouTube, your material is being indexed by the world’s most prominent search engine.
Third only to Google and YouTube, Facebook is the most popular website in the world. It is the social media titan, with 2.74 billion monthly active users. As a result, Facebook encourages users to submit their videos straight to Facebook by improving the video’s visibility, which results in a higher level of interaction with the video.
As the leading all-in-one video solution, Vimeo makes it possible for anybody to create and share high-quality video content with the world. Vimeo Create, the company’s video creation tool, makes it simple for companies to produce engaging videos that increase sales.
Secret #5: Monitor your analytics.
Your target audience is well defined, your message has been refined, your content is planned, your videos have been produced and edited to perfection, and they’ve been published to the relevant channels. “If you’re not measuring, you aren’t marketing,” as the saying goes, therefore it’s critical to keep track of your analytics.
To assist you in further enhancing your video marketing strategy, consider KPIs such as:
- Total views and average watching time;
- Clickthrough rate (through email or social media);
- Conversion (via landing pages or website);
- Engagement on social media (likes, shares, comments, retweets, etc.).
Once you’ve collected the data, you’ll want to evaluate it so you can make accurate judgments about future videos.
- Total views are high, but the average watching time is short.
It indicates that you hit the correct topic, but you may have gone on for too long and lost your audience’s interest.
- Low conversion rate despite high social media engagement.
Having a lot of social media interaction indicates that your audience enjoys and is interested in what you have to say. But together with a poor conversion rate, it may indicate that your call-to-action is weak.
- Poor total views and low social media interaction.
Videos that don’t get many views or engagement need to be promoted in different ways, such as through social network postings or email campaigns. If after the second round of advertising, your video metrics remain unchanged, then review your buyer persona and reevaluate your video themes to ensure that you are offering actual value for your customer.
Always keep an eye on the stats while deciding whether or not to film another batch of videos. Measurement and analysis can help you better understand your audience and design a more effective video marketing plan.
Put your video marketing strategy into action with Elai today
Starting a video marketing campaign is as simple as having access to a smartphone. There’s no need for a high-end camera or a Hollywood cast and crew. As difficult as it may be at first, remember that the five secrets above will help you expand your business in the long run.
Elai is a deep-tech start-up that brings together tech geeks from around the globe. With our help, producing top-notch video content is easy.
Do you want to learn more? Please feel free to contact us.