Visual content gains more and more popularity as a fantastic promotional tool. Hence, video marketing represents a perfect way to popularize your brand, engage your intended users, and build a loyal community. You will hardly be surprised that videos in marketing campaigns increase revenue by 49%, and videos in social networks receive 1200% more likes than text and images combined. Perhaps, you have already firmly decided that your business cannot do without a video marketing campaign. However, before you start recording videos, you need a clear strategy;otherwise, there is a risk that you will simply create “videos” without the “marketing” part.
Top 4 Things to Consider for Your Video Marketing Campaign
You can select one or more video content strategies from the list provided. It solely depends on your creativity,as well as what kind of audience you want to reach.
Decide on Your Intended Users
Firstly, it is crucial to balance what you can present to your target audience and what interests them. It is at the intersection of your capabilities and the audience’s needs that a video marketing strategy should be created.
There are several ways to study the needs of the intended users of your product/service:
- Visit thematic forums, blogs, and communities, and read comments on rival companies’ videos on YouTube. Thus, you will understand what the audience cares about and how they react to specific videos.
- Communicate with existing customers of your business. Ask them directly about what content they would be interested in. The survey can be conducted by email or by phone.
- Hold an opinion poll among your subscribers. Send out emails with a small questionnaire about what issues your intended users care about, or create surveys in your social media groups. It will help identify vulnerabilities and priority content formats.
Based on the research results, you will understand who your potential viewers are and how your videos will help solve their problems.
Understand the Format of the Video sand Their Plots
It would be best if you decided on the formats of videos, their subject matter, and structure at this stage. There is a whole host of video formats. Here are the most widespread ones:
- Product reviews
- Promo videos
- Customer testimonials
- How-to videos
- Case studies
- Entertainment videos
- Webinars, etc.
Only large companies with million-dollar budgets can afford to cover all formats at once. First, choose a couple of formats that will best cover the needs of your target audience. Over time, you can experiment by adding or switching formats.
Find Platforms for Video Distribution
Decide which sites you will create videos for. There may be several options:
- Your business’s channels on video hosting sites (YouTube, Vimeo). The advantage here lies in the fact that the audience is relatively broad. Yet, it takes some time to promote the channel.
- The official website of your company. In this case, a section with videos on theleading site is created, and text descriptions are added. The benefit consists of the users watching videos on your official website while not being distracted by “Similar videos” recommendations. There really should be a lot of videos uploaded on your company’s official site.
- Social networks (Facebook, Twitter, Instagram). The advantage is that the videos here are short, and you get an instant audience reaction.
Think About Evaluating the Effectiveness
It is vital to determine the performance metrics that best describe the degree of goal achievement at the planning stage. Some possible metrics include:
- Viewing figures;
- Number of likes and reposts;
- Number of new subscribers;
- Percentage of objectives pursued by users taken to the site from a video;
- The overall conversion rate on the website before and after the launch of video marketing.
Define performance metrics and set their targets so that you have something to go on when evaluating.