In these series of articles, we are considering how companies can use video marketing as a key component of their content marketing strategies. We have considered the growing importance of videos as a marketing strategy and the reasons why your business must employ them.
Today, we look at how you can create and implement a video marketing strategy as part of your overall content marketing strategy.
Just as in all other aspects of life, “he, who fails to plan, plans to fail.” Without a robust and comprehensive strategy, it is possible to spend a lot of money on video marketing with little or no return.Just as in all other aspects of life, he, who fails to plan, plans to fail. Without a robust and comprehensive strategy, it is possible to spend a lot of money on video marketing with little or no return. Click To Tweet
So like every other marketing medium, there is a need for adequate planning and a solid strategy. Creating a video marketing strategy is the first and most important step for a business that wants to win with video marketing.
A clear grasp of your audience and a clear definition of your buyer persona are essential here, like in all other marketing channels. Also, you need to understand where your target audience is in their buyer’s journey. This is always the first step, and if you get it right here, everything else will be easier, vice versa.
The next step in crafting a video marketing strategy is setting broad goals. Setting goals will give direction to every step you take and every video you create.
The goal might be to increase awareness, generate leads, improve conversion, improve engagement with customers, or enhance the experience of customers with your product or service.
Every video marketing campaign should have one primary goal. Some video content can achieve more than one purpose, but there must be one specific goal that is the primary motivation for creating video content.Every video marketing campaign should have one primary goal. Some video content can achieve more than one purpose, but there must be one specific goal that is the primary motivation for creating video content. Click To Tweet
After setting the goal(s), then the goals must be spelled out in measurable objectives. If your goal is to increase awareness, your objective might be to increase website visitors, or Facebook follows by 25%. If the goal is to generate leads, the objective might be to increase subscription to your newsletter by 40% or conversion on your landing page by 50%. If the goal is to increase sales, an objective might be to increase sales by 20% or revenue by 10%.
Every video marketing campaign must be attached to one objective that is specific, measurable, achievable, relevant, and time-bound.Every video marketing campaign must be attached to one objective that is specific, measurable, achievable, relevant, and time-bound. Click To Tweet
But video marketing goals must not stand alone. Video marketing is a strategy in an overall marketing strategy. Your video marketing goal and objective must flow out of your overall marketing goal and objective to achieve synergy between video marketing strategy and content marketing strategy.But video marketing goals must not stand alone. Video marketing is a strategy in an overall marketing strategy. Your video marketing goal and objective must flow out of your overall marketing goal and objective to achieve synergy between video… Click To Tweet
If the overall marketing goal/objective for a quarter is to increase traffic by 300%, your primary video marketing goal/objective must flow from that. Every video you create should flow out from that goal. That will ensure that everyone in the team is working towards a common goal in different ways. The blog writers, the graphics designers, the video creators, and other talents are working together towards a common goal, which will not just foster cooperation but make it easier to achieve that objective at the end of the quarter.
Creating videos will require a skill set that may or may not be available in your current team. You will need to evaluate what you have, identify those who can help with video production, and identify any skill gap that you need to fill. You can fill some of those gaps by training some of your staff to acquire the skills or employing new staff, depending on the current workload and budget. Working with freelancers is also a viable option.
Many resources/assets go into producing video content. Some of these may be available, and some you will need to purchase. Some of the essential resources will include:
- A camera (iPhone camera, Android Phone camera, Professional camera, Prosumer camera)
- Lights and light stands (Key light, fill light, and back light)
- Audio equipment (Microphones, microphone stands)
- Camera Tripod
- Decorated and ventilated studio
- Dedicated computer
- Animation software (Powtoon, Videoscribe, GoAnimate, Adobe After Effects)
- Video editing software (IMovie, Adobe Premiere Pro, Adobe Premiere Elements, Cyber link Power Director, Kine Master)
- Other accessories (memory card, hard drives, reflectors, etc.)
After choosing a team and acquiring all the needed resources, you can begin to shoot your videos. Every video content type is unique and requires different preparation and organization. This is where you begin to implement your video marketing strategy.
Hosting your videos is the next step after the recording and editing process. There are many places where you can host your videos. Each hosting channel has its pros and cons. Before choosing your hosting channel, it is vital to understand and think through your goals and objectives again.
Youtube is the largest video hosting platform. It was created in 2005 and purchased by Google in 2016. People currently watch over 5 billion videos on Youtube every day. 83% of viewers prefer Youtube to any other platform.
Youtube allows you to create a channel dedicated to your brand. Also, you can create playlists within the channel that makes it easier for users to navigate through your channel. Many marketers have guides and resources that can help you improve the ranking of your channel on Youtube.
You can also host videos on your social media channels. Facebook has a live video feature that allows you to record live events as it happens. It is crucial to understand how to take advantage of the Facebook live video feature. You can also upload pre-recorded videos on Instagram, Facebook, and LinkedIn.
You can upload videos to your website by embedding those videos from Youtube or Vimeo. Alternatively, you can enable Adobe Flash Player (or other video player script) on your website and directly upload your videos. You can include videos in (or as) blogs on specific pages or your landing pages.
Vimeo is the second-largest video hosting platform after Youtube. People watch about 175 million videos on Vimeo every month. One advantage that Vimeo has is that there are limited ads when compared to Youtube. Also, many users have found it simpler and easier to navigate. Videos hosted on Vimeo also tend to have a higher quality.
Vidyard is more like a video management software. It works like Hootsuite and similar platforms that allow you to manage posts to various social media platforms from a central location. With Vidyard, you can upload your videos to multiple social channels and your website from a central location. Vidyard also offers essential analytics and insights that can help you achieve better results with your video marketing.
Recorded videos are videos that you will record, store, edit, and publish later. Recorded videos offer an opportunity to perfect every detail. You can shoot every section over and over again until the whole video matches your desired output. After shooting, you will use editing software to improve the output and make it ready for upload.
Live videos are created as the event is happening. There is no opportunity to edit or reshoot. Everyone tuning in to a live video is watching as you are recording. You can use live videos for product demos, event videos, meet the team videos, among others. The Facebook live video feature is one of the most popular live video platforms.
Animated videos are created using animation software. In animated videos, you make use of animated characters rather than recording with humans. There has been tremendous growth in the use of animations, especially by low budget companies. But whether low budget or not, animations are very useful in video marketing.
How to Make a Video: a Step-by-Step Guide by Hubspot Blog
How to create Social Media Videos by Convince and Convert
How to use Facebook Live Video by Hootsuite
How to make animated videos: The Ultimate Guide for Newbies by Animaker
15 Tips for Shooting and Editing Marketing Videos by Word Stream
Like every other thing in business (and especially in marketing), it must always begin with a clear strategy. Creating a solid video marketing strategy will give direction and focus to all of your efforts at producing quality videos that will help you achieve your marketing goals.
In the next article, we look at how you can optimize your video marketing campaigns to achieve better results.