Why is video marketing so popular? Everyone from 10 year olds to senior citizens wants to create a video. Indeed, every business these days is thinking about or actively working on video content.
But how can you create an effective video marketing plan that will work for you in 2021? Currently, more than 71% of B2B marketers use video in their marketing mix. Videos can be a fantastic addition for companies looking to improve their content marketing.
Whether you have mastered video marketing or are just starting out, these pointers can help you plan, strategy, and select video niches. Let’s discuss all of the tricks that you can use in creating a successful Video marketing strategy and plan.
Steps to build a targeted and successful marketing strategy and planning
Regardless of whether you are new to video marketing or have been using video content to promote your company or brand for many years, you need a clear strategy, a kind of roadmap that outlines goals, tasks, rules for their interaction and success criteria.
Here is everything you need to know before you start your video creation.
1. Define the tone and audience of your brand
First, find out about your target group. Who are these people – women, men or teenagers? How old are you? How much money does each target group niche earn on average? What websites do you visit?
You need to know who you are developing a product for, where you want to market it, what emotions you want to arouse and what goal you want to achieve.
Then choose an appropriate tone of voice. Decide whether you want to engage with the audience in a formal or pleasant way. What problems are you likely to encounter and how do you deal with them?
What is taboo for your brand? You should be able to identify yourself by the sound of your videos.
2. Establish your brand’s message
To maintain brand integrity and avoid confusion among users, you need to spread a generic brand message across all channels and in every video.
Every message from your company needs to align with what your brand should say about itself and what it represents – its mission.
If your positioning has changed, make a movie to remember the event. Distribute it across all platforms to make sure people are kept informed of your branding changes.
3. Make a careful assessment of your budget
Spending a lot of money on video creation doesn’t guarantee success. You can spend thousands of dollars, but the final video could be a flop.
On the other hand, a modest budget can damage your marketing approach, as you cannot attract competent experts to produce a contemporary, engaging film. So how can you properly manage your budget?
Focus on the goals and audiences. It is not necessary to make costly professional videos to attract teenagers and students.
If you operate with an affluent, middle-class clientele, consider working with an influencer. It can be a blogger or the CEO of a well-known company.
Remember that the invitee should reflect your brand’s ideals so that your audience will accept and admire their participation.
4. Video creation
Start planning. Think about how often you post videos – once a week, once a month, or as needed. What kind of video is that supposed to be?
Live broadcasts on Instagram / Facebook, regular feature on YouTube, videos for advertising campaigns or something else? Here are some great video content ideas:
● Interviews with customers, workers, viewers and influencers;
● Tutorials and courses; Product overviews; Customer reviews;
● Vlogs – the look behind the scenes of your job;
● Webinars and podcasts; frequently asked Questions
Select at least three different types of videos to create the editorial calendar: topics, potential situations, timing, publication schedule, goals, objectives, and calls to action.
After completing all of the previous phases, you should be able to distribute tasks among the members of the production team. Define the following:
● Who will write the script? Who is making the ultimate call here?
● Who is responsible for the lighting of video recordings?
● Do you want to do it alone
Start with a live Instagram broadcast. The video is saved automatically – no further action is required. Don’t rush to buy expensive equipment all at once. Instead, start recording with your smartphone.
5. Choose your video distribution channels
Making a video is only the first step. But how do you get your target audience to see it? There are many options available:
● You can find them on YouTube and Vimeo. These are the first channels everyone thinks of who wants to get into video marketing.
● Your website. If necessary, share the films on a blog or on websites with customer feedback or About the company. You can also insert a product summary or a business presentation on the main page.
● Share the link on all social media platforms where you are present. Ask your staff to republish it.
● Send a video via a newsletter. Email is the most private way of communicating with the public.
6. Optimize your videos for different channels
Unfortunately, creating a single video and publishing it in its original version on all channels is pointless.
People visit different places for different reasons. On Facebook and Instagram, the same person has different goals and is motivated by different factors.
How do you recognize and use the right channels for a particular video as effectively as possible? Consider the following:
● Facebook reduces the reach of a post that contains a link to an external website. Immediately upload the video to Facebook, but with a shorter preview for easier viewing.
● People often use Instagram to relax and get inspiration. The female audience is looking for attractive, inspiring pictures and videos on this site. Use filters on your material to make it bright and upbeat. Increase your social media shares by including a philosophy.
● YouTube is the most popular video marketing platform. However, according to YouTube rules, you have to wait up to two weeks before making any changes to the video.
YouTube SEO Basics
Keep in mind that YouTube is owned by Google, which prefers SEO optimized material, and uses a number of sophisticated ranking algorithms.
Whenever you add a new video to your YouTube profile, follow these SEO tips:
● Video Title: First, use YouTube’s Keyword Tool or other SEO tool to select keywords. Then use other keywords, add the main keyword in the title of the video and clearly explain what your video is about.
● Video tags: take into account the search terms people use to discover videos similar to yours. Fill in the Tags field with it.
● Text in video: Add interesting phrases to the cover picture that answer the question “What is the purpose of this video?”.
● References: Include a link to your website and social media accounts in the video description.
Write a detailed description of the video with keywords. Tell them what the video shows, who is interested, and what the benefits are for viewers. You can also use a timestamp to highlight your main point.
7. Engage your audience
Remember, your videos play an important role in the sales funnel. Hence, you cannot deny the importance of the interaction. Here are some engagement strategies you can try:
● Post new content regularly. People need to get used to the fact that you put a lot of work into filming videos before they’re ready to reward you with purchases.
● A call to action can be done with visual components like a CTA button (with a link to the site / another video / etc).
● Encourage viewers to post questions in the comments section and invite them to watch the next video for answers. This is how you stay in touch with your audience.
● Encourage audience interaction when filming live video on social media. Make live interactions a habit, e.g. B. once a week or once a month.
● Paid advertising is another great way to promote your video on YouTube and Facebook and increase engagement as your video responds directly to user searches.
8. Track and analyze the performance of your campaign
To learn how to create a successful video marketing strategy, run campaigns using different KPIs and methods. You can try targeting different audiences, playing around with the planning, and experimenting with different video options – short, long, done or quickly interrupted.
Metrics to Monitor
● The Interaction Rate: This is how many people watched the video to the end, how many left at the beginning, how many people scrolled the video forward, and how many clicked the link to your website.
● Views: Every website keeps track of the number of visitors. On YouTube, a clock lasts 30 seconds; on Facebook it takes about 3 seconds. Knowing the number of views on each platform can help you infer the types of videos that people are most interested in.
● Interactions and Social Recognition: Track cues like shares, likes, and comments.
● ROI: Look at the money and effort invested in a particular video marketing campaign, as well as the outcome. Was it worth?
Customize your subsequent activities based on the results and metrics collected.
The final approach will always be some kind of compromise between wanting to increase audience reach and aiming for an acceptable ROI, as well as wanting to bring some creative ideas to fruition in the video and the real needs of the target audience. This is the origin of the video marketing approach.
Published June 24, 2021