Videos, while not new in the content marketing arena, continue to rise in popularity among online consumers worldwide.<\/p>\n
It only makes sense, then, to create a video content marketing strategy to make the most of your videos.<\/p>\n
A <\/strong>video marketing<\/strong><\/a> strategy will positively impact marketing efforts<\/strong>, putting your brand in front of more potential customers, boosting engagement, and increasing conversion rates.<\/p>\n Ready to know more about it?<\/p>\n While you may be anxious and ready to jump right into producing videos and creating a strategy, there are a few things you need to do first before getting started.<\/p>\n Define all the things you want to accomplish with your video content marketing strategy by establishing goals. You can start with one or two, then go from there.<\/p>\n Goals not only steer your video strategy but also provide you with ways to measure your success.<\/p>\n To help you determine these goals, answer the following questions:<\/strong><\/p>\n Broad video marketing goal examples include:<\/p>\n You can narrow this goal down into driving more traffic to your website or building a better email list. Ways to measure such a goal include the number of views, quality and frequency of mentions, and brand recognition<\/a>.<\/p>\n This is a measurable goal in that you can observe viewer interactions with shares, comments, or likes.<\/p>\n Measure the success of this goal by looking at click-through rates, requests for more information, and sales.<\/p>\n Before committing to the production of your videos, decide which platform or platforms will be most beneficial to reach your marketing objectives.<\/p>\n Video formats differ across the various channels and platforms, so you need to be aware of what each offers and what guidelines they have in place.<\/p>\n Learn video specifications such as landscape or portrait feed video, long-form or short-form content, and if the platform has the capability for live streaming videos.<\/strong> Look for additional features such as playlist or series building capabilities.<\/p>\n Examples of platforms for your videos include:<\/p>\n Consider where you can more effectively reach your target audience and which platform fits with the purpose and goals of your videos.<\/p>\n Discern what part of your marketing budget<\/a> can be allocated for your video content marketing strategy.<\/p>\n To create a video budget, or break an already established marketing budget down into the most beneficial distribution, determine the following:<\/p>\n Identifying the types of videos to create for maximum effect will show you the investment required. Examples include explainer videos, interviews, testimonials, product videos, commercials, and interactive videos<\/a>.<\/p>\n Determine if you will need a series of videos or a set of one-offs.<\/p>\n If creating internally, consider staff requirements, including allotted time for each video creation and production. <\/p>\n Will you need to hire or train staff? Also, determine what equipment you’ll need, including video marketing software.<\/p>\n If going external, choose vendors and compare price quotes. You’ll also want to factor in any video distribution costs, such as paid ads on the various social media platforms.<\/p>\n Once you have your content planned and in production, you need to build your video marketing strategy.<\/p>\n Your video can be amazing and still not see the light of day when it comes to your targeted audience.<\/p>\n That is why scheduling and promoting the videos are crucial to your success.<\/p>\n Research the best time to schedule the posting of videos<\/strong> on the various platforms to have the maximum impact and reach more prospects and customers, then post consistently.<\/p>\n You’ll also need to promote your videos.<\/p>\n Sometimes, experimenting with different types of teasers or snippets can help you figure out what connects best with your audience. Maybe a blooper reel grabs attention more than a polished trailer\u2014there’s no perfect formula here, just a bit of trial, error, and a willingness to analyze the results. The key is not to be discouraged if something flops; half the game is just seeing what people react to and tweaking as you go.<\/p>\n Use various video clips for promotion separately or splice them all together to give an overview to your audience, enticing them to check out each one.<\/strong><\/p>\n You may also choose to use a video management platform that utilizes various methods to promote your videos, such as playlists, tags, and categories.<\/p>\n It’s also worth keeping an eye on what your competitors are doing, not to copy, but to spot opportunities or angles that they’re missing. Sometimes you notice gaps in the types of video content offered in your space\u2014maybe nobody’s showing behind-the-scenes, or customer stories, or troubleshooting tips. That little bit of competitive awareness can spark ideas that move the needle more than just another generic product intro. Basically, don’t operate in a vacuum if you can help it.<\/p>\n While the goal of your video may be to educate, inform, or entertain your audience, ultimately, you want to convert them to paying customers.<\/p>\n To help achieve this, you can optimize your videos for conversion:<\/p>\n Determine how you will manage your video content.<\/p>\n Will it all be on your YouTube channel? Do you have a video content hub on your website?<\/p>\n Keep in mind that one video can lead your prospects to others if managed effectively.<\/strong><\/p>\n For example, say you share a video on social media, inviting consumers to view the full video on your website, and provide a link. <\/p>\n Let that link take them to a video hub on your website where they can watch several of your videos and learn more about your brand, products, services, causes, or even a look behind-the-scenes of your organization.<\/p>\n No video content marketing strategy can be successful without the ability to measure performance.<\/p>\n This step should tie in with your measurable goals or key performance indicators<\/a> (KPIs) set at the beginning of your strategy development.<\/p>\n Important measures to include are:<\/strong><\/p>\n To find these, you can use each platform’s native analytics, such as YouTube Analytics.<\/p>\nWhat You Need to Do Before Crafting Your Video Content Marketing Strategy<\/h2>\n
#1: Establish Goals for Your Video Marketing<\/h3>\n
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Build brand awareness<\/h4>\n
Increase viewer engagement with your brand<\/h4>\n
Advertise your product or service (such as with short and relatable how-to videos)<\/h4>\n
#2: Research and Select Your Platforms<\/h3>\n
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#3: Determine a video budget<\/h3>\n
What types of videos will you create?<\/h4>\n
How many videos will you need to create?<\/h4>\n
Will you create videos internally or externally?<\/h4>\n
How to Build a Video Marketing Strategy<\/h2>\n
1. Schedule and Promote the Videos<\/h3>\n
2. Optimize Videos for Conversions<\/h3>\n
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3. Manage Video Content<\/h3>\n
4. Measure Your Performance<\/h3>\n
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