YouTube, Facebook, Vidyard, Wistia, Brightcove and others are key players in helping brands maximize their reach and increase their engagement with their audience. Here’s how you can get started with your video marketing campaign!
A Simple Video Marketing Strategy
Consider these 4 major questions to help you effectively create a simple video marketing strategy for your business.
The beauty of developing a video marketing plan is that you are making it easier for the viewer to be exposed to the information you are trying to communicate.—Chris Sandoval
1. Why do you want to use online video?
With seemingly everyone taking up online video for their business, you may feel the need to also take it on if you haven’t already. However, before you create your videos, truly ask yourself, “Why do I want to use online video for my business?” With that said, be strong in your why. Maybe you need higher engagement to increase brand awareness. Or maybe you need new content to convert visitors already on your website into sales-ready leads. Whatever your why is, make it stronger by comparing it to your buyer personas, i.e., your ideal customers and audience as well as your brand’s overall message, style, voice, and tone.
Make the customer the hero of your story.—Ann Handley
Your audience should always influence your video creation process. From how long your videos should be to the type of content you create, everything should be catered to your audience. And that knowledge is based off of your research from past and current analytics—strengthening your buyer persona profiles. The more you know your audience and make them the focus of your videos, the style, voice and tone of your video creation process will form itself.
So, if you need to create more engagement with your audience, but you are worried that you’ll need a larger budget, then refocus your video marketing budget. For example, use social video tactics like a weekly live Q&A session on a social platform that a majority of your audience spends their time on—lessening your costs of production and getting your message out there faster and in a more intimate format. Or if your engagement is great, but the conversion is not, then refocus your call-to-actions and really ask yourself, “What do I need my audience to do in order for my goals to be met?” And then answer that question through every video you create.
Marketing that educates and informs is always more persuasive in the end than marketing that boasts or sells too hard.—David Carpenter
Obviously, you want to make sure that what you create coincides with your brand overall. But as long as your message holds true, you’re creating videos for your audience, and you’ve created them in the same style, voice, and tone as you do with your other content, then you are well on your way to an effective video marketing strategy.
For further inspiration on why you should use online video, explore the following infographic below that provides 31 Video Marketing Statistics to Inform Your Strategy:
2. What type of video do you want to create?
Once you have your why, it’s time to consider your what. What do you want to create? Do you want to create educational videos, i.e., tips and tricks or tutorial videos based on current news in your industry? Or do you want to create live videos using Periscope or Facebook Live? Or perhaps you’d rather create an entertaining video using animation or parody to answer your audience’s pain points.
In the marketing industry, having a pain point around analytics is usually very common. For example, “How do you effectively measure your marketing campaigns?” or “How do you use your findings to create an effective strategy?” With these questions, you can create an educational video providing key tips to measuring analytics. You could also create a live Q&A session and have a free consultation period to help audience members who tune in for the live session. How about creating a parody video on how “not to” measure your analytics by performing the things that most businesses do wrong, and then provide a downloadable eBook or checklist on how to REALLY measure them.
The key tip to this question is to have fun. Figure out what you want to create by what inspires your creativity, individually and as a team. Then make sure it coincides with your buyer personas and branding. And finally, create your video. The planning stage is usually where most businesses get hung up on. But if you know your brand, your audience, and yourself as a creator, then the possibilities are endless for your videos.
By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships.—Jonathon Lister
3. Where do you want to host your video?
Between hosting on your site as well as on social media, the most daunting question it seems is, “Where should I host my videos?” Well, our response is “porque no los dos,” i.e., why not both? Use YouTube or Facebook to host your videos, but create calls-to-action that lead back to your website. And you can use Wistia or Vidyard to embed your videos on your website in order for you to create mixed media blog posts. Don’t limit yourself on where you should post. Just create a balance for your business between your social platforms and your website.
And if you want to see it in action, check out two of our In-Sites videos below—one embedded from YouTube offering social media campaign ideas and the other with Wistia offering video marketing best practices:
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