Video is the future of marketing and businesses that have a solid video marketing strategy in place will reap its immense benefits in the near future.
Researches have also said the same thing that video marketing is set to grow at a rapid pace and video consumption is picking up fast.
A working professional gets up in the morning and checks his mail, messages and social media profiles. He gets ready and leaves for office where for the whole day, he is looking at the computer screen.
In between work, he finds time to check his Facebook news feed too. On getting back home, he has to finish off some important work-related presentation, help his kid complete a project research work from the internet or simply order groceries online.
Then it is television time in which he watches his favourite programs or a film on Netflix. Just before hitting the bed, he again checks his social accounts and maybe does a Skype call with friends or relatives.
So you see, screens are everywhere and this has simplified marketers’ job because people are ready to consume video.
Many big companies and brands already have a robust video marketing strategy but many others shy away from it. They believe that video marketing is tough and requires a big investment of time and budget.
Well, this is not true at all!
Let me explain to you step by step on how to have a robust video marketing strategy that will help you fulfill the marketing objectives.
7 Key Steps to Build Your Video Marketing Strategy
Here are the 5 key steps to consider when you are building your video marketing strategy.
1. Define the Objectives
Any marketing campaign has to be created with the objectives in mind.
What type of video content you have to produce is largely determined by the audience type, their preferences etc. So, define what content is needed, for whom and what end-result you wish to accomplish with the campaign.
The possible goals of video marketing can be:
- to build brand image
- teaching about how to use a product
- encourage the sale of a product
- ‘how-to’ videos for educational purpose.
2. Types of video content
Based on the need and the type of business you are in, the type of video content can be educational series, entertainment or a mix of both.
Keep the need of the customer in mind and brainstorm ideas related to what your prospects would like to watch and share. These should resonate with the objectives you had defined in point 1 above.
3. Define the key takeaways from the campaigns.
What message does your video give to your target audience?
How can you make the videos more interesting so that they result in increased viewership? Do they convey the messaging or call-to-action that you had intended them to do?
These are some of the questions you have to answer while laying down the strategy.
4. Identify who will create the videos
Depending upon the budget you have allocated for the video and the competence of your in-house team, you may want to outsource the video creation to an agency or do it in-house. You can even go in for a mix of both.
It is important to showcase your brand perfectly at all times. The type of video content that will be shown is also a deciding factor in deciding who will create your videos. Some of the types can be:
- How-to videos
- Recorded webinars
- Product demos
- Customer testimonials
5. Establish responsibility for video creation
If you are doing it in-house, then right from the start, fix responsibility for each aspect of video creation. For example, defining who is responsible for creative concept, script writing etc. will smoothen out the process.
6. Decide where and how you will promote the content
Do not place every video only on YouTube.
If you post on YouTube, you can include a link back to your site to drive traffic. Even on your website, you can have a page or hub where you can post the videos as that would drive more traffic. Enable social sharing option for the videos to drive more engagement.
You can also involve influencers and bloggers in your category to promote videos.
7. Decide a call-to-action
Let’s go back to where we started viz. objectives.
A campaign is unsuccessful if your objectives are not met. Objectives are only met if you direct the video campaign to a specific call-to-action.
It can be calling up for a free quote or driving traffic to the website to learn more. Another one can be increasing social influence in terms of likes, shares, retweets and more followers on Facebook / Twitter.
Now, the strategy has been laid out and the video is set in production.
How do you know if your video marketing strategy has been a success? Let’s find out how.
How to measure the performance of your video marketing strategy?
The important metrics to measure the success of the campaigns are attention-span and drop-off rates, click-through rates (CTR), total time spent on watching the videos etc.
If you are promoting your videos for social media also, then consider metrics like social sharing, likes and engagement also. Videos that generate more social engagement are memorable and fun to watch.
A successful video marketing strategy takes time to develop but the rewards can be huge. So if you have decided to join the big bandwagon of video marketing, you have to get a firm grasp of this marketing medium that is surely becoming popular.