Video marketing is an important part of any marketing plan, but you need to have a solid understanding of it and a strategic plan to implement.
Video production is a very effective business promotion channel, but it’s often overlooked for fear of being intimidating or too cumbersome.
But a video marketing strategy can be crucial for a successful communications strategy.
Did you know that 55% of Internet users watch online videos every day and that consumers spend on average 2.6 times more time on a page with video than on a page without video? This makes marketing videos one of the most user-friendly and effective promotional tactics.
Overview: What is Video Marketing?
Using video to market your brand is a strategic decision where you use video content to promote your business or service. Just as you include social media, email, digital advertising, etc. in your digital marketing strategy, video can be essential to your promotional plan.
Types of marketing videos
Not all content is equal, nor is it a single note. When it comes to video marketing, the types of video content you use can take many forms.
In the wings
A behind-the-scenes video is a fun and informative way to draw customers to your brand and highlight brand transparency. You can document an overview of company operations, a day in the life of the office, production manufacturing, and more.
Taking a virtual look behind the curtain is a fun and engaging way to spark interest and build authenticity.
Informative videos are a great way to share important facts and messages about your brand in an engaging and accessible way. They can take the form of webinar recordings, a simple “fireside chat” style, tutorials, and more.
Many people would rather watch a video than read a data dump, and if the video has a laid back vibe, it can attract more views.
Opinions or testimonials
People are more likely to buy from a brand that has a track record of success with customers, so highlighting testimonials from happy customers is a great digital marketing tactic for attracting new potential customers.
Interviews can be a fun and informative part of a video marketing plan because you can pitch partnerships and collaborations to your audience in a way that commands attention.
Letting someone else talk about your brand not only improves the content, but also provides a bit more authenticity.
Not everything has to be useful! For community building, not every piece of content has to be highly informative or promotional.
Videos that are more entertaining in nature (lifestyle shoots, exploration videos, etc.) can help consumers feel relaxed with your brand and more receptive to a call to action when they appreciate the connection.
How to Create a Video Marketing Strategy for Your Business
You shouldn’t just start launching videos into the marketing world without a plan. Take the time to develop a strategic plan to get the most out of your video creation efforts.
1. Set goals
As with any marketing plan, you need to have quantifiable goals for your videos. You’re not just creating content for fun; you are specifically looking for an increase in brand awareness, traffic, conversions, etc.
You should be able to measure the success of your videos in achieving these end goals. In the beginning, don’t go overboard with all sorts of goals: be selective and purposeful, so you can more easily track success and adjust plans.
Keep in mind where you want your videos to fall in the marketing funnel and be strategic to create content (and calls to action) that matches.
Many brands rely on video in different ways: digital advertising, social media content creation, product pages, video for email marketing, and more. Figure out which areas you want to boost and focus on those to start with.
2. Define your marketing statement
Knowing your audience and what you are going to tell them is essential. Determining your target demographics in advance and defining a strong marketing message will allow you to create more targeted videos.
It also means deciding which of the above types of videos you are going to produce. Be SEO smart with content and titles that will rank for keywords and are specific enough not to be overlooked.
3. Decide on platforms
Not all video platforms are the same and video metrics vary between them. For example, Instagram and Facebook allow multiple types of video uploads, while platforms like TikTok or Snapchat are single-format with a set of settings.
If you’re new to video, it’s best to focus your efforts on platforms where you already have an audience, so you’re not cultivating an audience from scratch. Facebook and Instagram are great go-tos for video content, as you can also turn organic content into paid promotions or upgrade to Facebook Business Manager for advertising with video.
If you’re interested in creating a series, platforms like YouTube or Facebook are also great, as they allow you to organize videos into titled playlists, so related content is easily found.
4. Create timelines
Every good plan has a calendar with tasks and due dates. You need to work backwards from a pre-planned launch and promotion date. Assign tasks and deadlines from there to stay on track.
Keep in mind that scripting, editing, and other post-production tasks will likely take longer than actual filming, so don’t schedule too fast.
5. Plan content production and post-production
Once you have your timeline, you can do the detailed work of planning what production and post-production will look like. Keep these critical production components in mind:
- Equipment search and rental
- Script writing and editing
- Plan actual shoot dates
- Plan who will be in the video
- Identification of locations
- Shooting the video
- Make sure you have the appropriate licenses for the music or images you want to use
- Final reviews and verifications of the finished product
When shooting the video, you will probably need at least a full day or several days to account for the different reshoots.
You should generously budget post-production time, as editing and polishing the video is among the most tedious (and meticulous) parts of the job.
Post-production tasks include assembling scenes, fixing lighting and focus, adding title cards and closed captions, editing sound, and more.
6. Schedule videos and schedule distribution
Once you have a finished production, you should always upload your video to the appropriate platforms, strategically plan its release, and plan promotions around its release.
When uploading to YouTube, for example, be sure to write a long, keyword-rich description that includes links to calls to action to get the most out of your content.
You can also (and should) use the keyword tagging feature, as that’s how your video will be pinged to rank for searches.
Be smart about your posting times and schedule video releases when you know they will get the most views. This also includes developing a smart promotion plan, including mentions in your newsletter, website, and social media posting.
7. Analyze the data
Analytics tracking and data analysis is the final step in the video production strategy. Since these videos are meant to serve a marketing purpose, you need to track their stats on views, impressions, likes, comments, clicks to determine what content types and posting times work best.
Video performance may vary from platform to platform. For example, you can find short unboxing videos posted around lunchtime on Instagram, while longer behind-the-scenes footage posted in the evening performs better on YouTube.
Also, keep in mind that your old videos will likely be watched in addition to new ones, so be strategic with keywords and linking to previous content, as a video from a few years ago may still be relevant. .
Video marketing is an omnichannel treasure
Video content grabs the attention of prospects (and past customers), making it an invaluable marketing tool. As long as you are strategic and flexible, incorporating a video aspect into your marketing campaigns is likely to bring you increased engagement and marketing success.