Let’s cut to the chase.
These days, you must create a robust and fool-proof video marketing strategy.
Today’s marketing landscape has totally evolved from what it was a couple of years ago. Failing to keep up with the rapid changes can only lead to financial disaster. One critical marketing tool many aren’t fully using is video.
If video is not part of your marketing stack, you might as well look for a time machine and head to the stone age. In this age, any marketing strategy that omits video marketing is doomed to fail.
What Is Video Marketing?
In its simplest form, video marketing is the use of video to interact with new and current audiences. You can use video in marketing to achieve several business goals such as:
- Reaching a new audience. Particularly when used in conjunction with social media channels, video can help you reach new audiences.
- Engaging your audience. Visuals play an important role in capturing and engaging people. And video is the perfect visual medium to do just that as it provides a more interactive experience than images.
- Converting your audience. Passion and emotions are critical ingredients for driving conversions. And video is one medium that allows you to convey both, even when communicating to an audience at the other end of the globe.
- Educating your audience. Video is particularly handy for B2B businesses that leverage information and education to move their marketing needle. Besides, informing and educating customers is something every business should be doing. Video is the best way to do so.
As you can see, video marketing is critical to ensuring that your business thrives in these modern times we’re living in – and into the future.
3 Reasons You Need To Use Video In Your Marketing
Before we get to how to create your next video marketing strategy, let’s quickly look at a few reasons why you really need to be using video in your marketing.
1. Best Way to Raise Brand Awareness
Struggling to get people to notice your brand?
Then what you need is a viral video. That’s what a little-known company (back then anyway) called Squatty Potty did. They created a unique solution to a problem people didn’t even know they had. Of course, when you do that, sales are always dismal, despite you having the best product.
So what did Squatty Potty do to drive brand awareness and sales?
They created a video marketing strategy that worked so well they quickly ran out of inventory. Today, the little-known brand from Saint George, Utah, has become a household name. And till date, Squatty Potty has turned poop into +$33 million dollars B2C business.
2. Powers Your Social Strategy
It’s no secret that social media is a powerful marketing channel. With over 3 billion active monthly users across all platforms, social media is a marketing goldmine you just have to tap into. But for it to be effective, you must post the right content. Content that your audience loves. And in most cases, the content format they love is video.
However, to create videos that perform well and drive engagement (and even sales), you must design an effective video marketing strategy.
3. Boosts Information Retention
If there’s one thing that can power your business, it’s staying top of mind when your customers need your services or products. And this is where video comes into its element. Research shows that 65% of people are visual learners, meaning they remember visuals more than they remember plain text or audio. As for the video, it takes retention to another level as it can help you easily connect emotionally with your audience.
So, video marketing should never be an afterthought as you plan your marketing strategy. It should be one of the pillars.
4 Steps to Creating A Video Marketing Strategy that Works
Now we get to the part you’ve been waiting for – creating a video strategy that works. I know you’re rearing to go so let’s cut right to the chase. Assuming you already have a goal for your marketing, here are 7 steps to an effective video marketing strategy:
1. Know Your Audience (And Where they Hang Out)
The first step to creating an effective video marketing strategy is to conduct audience research. Audience research simply means researching what your target audience’s:
- Interests. One of the best ways to hook your customers is to give them what they like. Incorporating their interests and things they like into your videos will ensure high engagement rates. It can also help you convert them from visitors into a tribe of followers.
- Pain points. The main reason people browse the internet is to find solutions to their problems. Understanding what ails your target is key to ensuring that as they search, they’ll find your content. And if your video presentation hits exactly where they need to be scratched, you’ll win yourself a loyal customer.
- Favorite hangouts. With so many content distribution platforms out there, it’s impossible to keep track of them all. That’s why you need to direct your focus on the platforms most frequented by your target audience. This will help you create videos that are optimized for those platforms.
Here’s an example from Nike. They always hit the nail on the head when it comes to creating videos that evoke an emotional response from their target audience.
Audience research is the foundation that ensures the success of your video marketing strategy. So be thorough about it.
2. Allocate Enough Resources
Ah, yes. The money issue. While many try to avoid it, it’s part of marketing. Your budget doesn’t have to be big. But with the resources you have, make sure you can create a video that doesn’t fall short in terms of quality.
In a nutshell, several factors will determine your video marketing budget:
- Type of video content you’re creating
- Purpose and goal of your video marketing
- Quality of videos you want to produce
One good thing about video marketing is that it’s not as expensive as it was a couple of years ago. Technological advancements have made it easier and affordable to create videos that can knock the socks off your audience’s feet.
3. Plan Your Video Content Strategically
Viral videos are not a matter of chance or luck. They are made to catch fire. And that by meticulous strategic planning. Before starting production, you need to ensure that the content you plan on producing is:
- Relevant. For your audience to buy into the message you are conveying, you must ensure that it’s relevant. It must add value and help them achieve their goals.
- Engaging. Relevance is not enough if your content can’t hook and keep your audience engaged.
- Informative. Never fill your video with fluffy and useless content. People are busy and don’t have the time to sift through your content looking for the valuable bits.
- Short and Sweet. Again, people are busy. They want videos that are short, sweet, and yet satisfy their hunger for information.
- Of good quality. You may have very important and useful content, but as long as your video and audio quality are poor, no one will give your video a second look.
Need an example?
Who best to show this than Volvo:
This is a classic case of understanding your audience and creating content that appeals to them. Because you’re creating content for your audience and not your business, you must align your business goals with your audience’s needs. And Volvo did that exceptionally well.
4. Use the Right Tools to Create and Edit Your Videos
It goes without saying, but your entire video marketing strategy hinges on the tools you use to create your videos. While it may be tempting to use any free video making tool you find on Google, don’t. Yes, even if its ratings are excellent. Instead, invest in professional video creation tools – from hardware to software. This is because professional equipment:
- Gives your videos a nice polished finish
- Don’t come with annoying ads and branding
- Gives you a ton of features to play with
- Comes with great customer support
Investing in good video making equipment doesn’t mean you must empty your bank account. You can actually create amazing videos with nothing more than a good smartphone and a video editor like InVideo. However, if you can afford to splurge on more equipment, by all means, do so.
5. Test, Test, and Test Again
Before rolling out your video to the world, try it out first. No matter how good you think your video is, your opinion won’t drive the results you want to achieve. Instead, let your audience decide. So, how do you test if your video content will flop or fly?
- Create a short demo. This will save you time and resources that would otherwise be wasted if your project goes on to flop.
- Optimize it for your main platforms. Each platform you intend to publish your video content on has its own recommended formats for publishing content. Adhere to them.
- Premiere it to a small audience. Do this by sending your video to a portion of your email list or by targeting a small audience on your social media platforms.
Your audience’s engagement, reactions, and feedback will help you gauge whether your video will work well with a greater population or not. The feedback will also help you know how to improve your video for greater impact.
6. Don’t Forget Video SEO
As you map out your video marketing strategy, don’t forget video SEO. This is critical as it will help your videos become more discoverable. Posting and hoping the right people will find them just won’t do you any good.
So what is video SEO?
It means taking proactive steps to index your video content on search engines so it ranks for your keywords.
While this sounds like regular SEO, the strategies for video SEO are slightly different. Here are a few things you can do to help your videos rank:
Choose Your Video Platform Wisely
If your goal is to drive traffic to your website, avoid publishing your content on platforms like YouTube and Vimeo. These are only good for brand awareness and thought leadership. If traffic generation and lead conversion are your goals, use platforms like Wistia. They are designed with exactly that in mind.
Include A Transcript For Every Video
Publish a transcript on every page you host your video on. This acts as your page copy and helps you rank as search engines will know what that page is about. It also helps you insert and rank for keywords. And, as a bonus, transcripts make your page accessible to a larger audience.
Design An Enticing Thumbnail
Your thumbnail is like a book cover – the more attractive, the more likely people will click-through to your video. Besides looking good, your thumbnail must show a relevant image.
Optimize Your Title Tag And Description
Just as you would do with a normal blog post, optimize your title tags and description. This will help convince users that your video applies to what they are looking for.
For any online endeavor to succeed, you can’t ignore SEO. Invest in it and deliberately plan to improve your rankings.
7. Have A Promotion Strategy
No matter how awesome your video maybe, people won’t just bump into it. You need to proactively promote it to the right audience. Apart from knowing which platforms your audience prefers to consume your video content on, you also need to know how to promote your videos to them. Here are a few pointers to get you started:
- Leverage your email list. Your email subscribers are one of your biggest assets. Not only because they buy from you, but because they’re your unpaid PR team. Send them your video and ask them to share it with their community.
- Promote your video on social media. Social media is a powerful platform that works well with video. Use both sponsored and organic posts to give your video as much traction as possible.
- Use forums and communities. Another great place to promote your video content is on forums and online communities. People in these groups are active and can help you spread your message fast.
Video promotion takes a bit of effort and requires financial resources as well. But executed well, it will definitely be worth it as the returns will be phenomenal.
Video Marketing Strategy – The Key To Turbo Charging Your Marketing
Having a robust video marketing strategy is no longer a nice-to-have option.
In today’s fluid marketing environment a solid marketing video strategy is essential, not only to ensure that your marketing is effective but to also go toe to toe with your competitors.
So take the time to sit down and carefully draw up one.
You’ll definitely be glad you did.