Creating A Video Marketing Strategy 2018 (Step By Step)
If you read my previous post (5 Proven Reasons You Need a Video Marketing Strategy), you now understand the need to use video content as a part of your marketing strategy.
As with any content marketing, people often make the mistake of jumping into creating content without thinking about the details.
The “throw things against the wall and see what sticks” approach is ineffective, inefficient, and a waste of time.
The simple, step by step video marketing strategy I will outline below will ensure that you’re creating great video content that gets the results you want.
Excellent! Now let’s take a look step by step how to create a video marketing strategy that works.
Step 1: Define Your Goals
As with any planning, you need to know what you want to accomplish and work backward toward the goal.
So what do want to accomplish?
Most business owners I know, want to increase leads and sales.
Then write that down as your goal and keep it firmly in mind as we develop this strategy.
Other goals that compliment your leads and sales goal are raising brand awareness and increasing website traffic.
Think about it. How often do you buy a product you just heard about from a company you don’t know? It’s probably very rare.
While the ultimate goal is to get more sales, you need to keep in mind the customer journey.
By raising your brand awareness, potential customers feel more comfortable with your business. It builds trust.
So it makes sense, to keep your brand continually in front of them on social media and to direct them to your website to find out more about you. Those steps in their customer journey will lead to them expressing interest (becoming a lead) and purchasing (becoming a customer.)
Now that we have a goal in mind let’s figure out whom we want to watch our videos.
Step 2: Define Your Audience
Who is your customer? Why does someone want or need your product or service? What activities do they enjoy? What are their interests? Do your customers fall into a certain age or income category?
Try your best to answer all of these questions and more.
To effectively market to someone, you need to understand their point of view. Put yourself in your customer’s shoes.
In the marketing world, we call this a customer avatar (or buyer persona). Digital Marketer has a great blog post going more in-depth on this topic that includes a downloadable worksheet. I highly recommend you check it out.
What Does This Have To Do With Making Videos?
The short answer is everything.
Remember the “throw things at the wall and see what sticks” approach? Defining your audience is the exact opposite.
By knowing everything you can about your customer, you will create marketing videos that they will want to watch. That’s the point, remember?
You want to build an audience to raise your brand awareness. You want this audience to go to your website and find out more about your products and services. Finally, you want these people to feel comfortable with you enough to give you their hard-earned money.
By understanding their point of view, you can speak their language and attract their attention. Therefore, you need to know as much about your customer as you possibly can.
Now that you have clearly defined goals and audience, it’s time to make a plan.
Step 3: Define Your Plan
Because we now know what we want to accomplish and whom we are trying to reach with our videos, we can now form a plan to get in front of them.
Each social media platform (Facebook, Twitter, Instagram, Youtube, LinkedIn) has unique characteristics to keep in mind when creating video content.
For instance, you can post a video on Facebook that is less than 1 GB in file size and no longer than 4 hours long. On Instagram, however, your video can only be 60 seconds long.
That’s quite a difference in video length and will affect how you will approach creating a video for Facebook versus Instagram.
Another factor to keep in mind is what social media platform will be the most effective for your product or service.
For example, if I owned a yoga studio and were creating marketing videos for that audience, I would focus heavily on Facebook, Instagram, and Youtube because I know those platforms have a large community of people interested in that topic.
While LinkedIn undoubtedly has people interested in yoga, the focus of that platform is more business and networking related and probably wouldn’t give me the results of the other platforms.
Once you have identified your platforms, it’s time to do some recon.
Find out what your competitors are doing or not doing. Is it working? Are they getting lots of engagement (likes, comments, and shares)?
Find other accounts that are very popular and take notes. How do they fill out titles and descriptions? What sort of videos are they making that get lots of interaction? How can you adapt their successful methods to your videos?
So in this phase of your video marketing strategy, you will need to answer these questions:
- Which social media platforms are best for reaching our audience?
- What are the unique characteristics of these platforms for video?
- What are others doing on that platform that is working?
Once you know the social media platforms you need to use, the way to format your content for that platform, and have researched best practices for that platform you’re ready to shoot your videos.
Step 4: Video Production
Creating marketing videos is not easy. If it were, everybody would do it.
The way you take away the stress of creating videos is by having a system.
Because you have done your research, you have all the details you need to make a great video. Now is the time to put all those details into action.
Write down a plan for your video. This plan doesn’t have to be an elaborate script with storyboards. Just get an idea of the basics.
- Who will be involved in the production?
- What equipment do you have to use?
- Where will you record the video?
- What will you/they wear?
- What is the message?
Marketing videos do not have to be Hollywood blockbuster quality.
They do, however, need to be as good as you can make them.
Pay particular attention to the location, the lighting, the background, and the audio. These four things can ruin an otherwise great video.
I have covered these topics (and more) in a past blog, but in short:
- Find a nice quiet location free from distractions.
- Be sure you have plenty of light on your face.
- Pick a location with a background free of distractions.
- Make sure the audio is clear and audible.
Decide whether you want to talk from memory or have some bullet points nearby to use for reference.
Whichever option you choose, stay on topic!
Your audience may be very interested in your video, but if you allow yourself to ramble or take side roads off topic, you will likely lose them before you make your point.
Stats show that even the most successful videos lose viewers over the length of the video. Videos that are ineffective lose them in the nose or first 2% of the video.
Wisitia, a video hosting platform, has a great in-depth blog on understanding audience retention I highly recommend you check out.
For this reason, you need to minimize your introduction and other non-essential information and get to the point!
I recommend structuring your message into sound bites. There is a reason politicians speak the way that they do; because it works.
Help your viewer to understand and remember your message by delivering it in short sound bites.
Finally, come up with a schedule for shooting your videos.
I highly recommend developing a production schedule well in advance of your posting schedule.
For many of my clients, we designate a 2-hour block of time once a month to shoot content for the next month. This way, there is plenty of time to edit the videos and decide when each video will go live.
Once you have found a production schedule that works, stick to it. Don’t allow other things to get in the way. Consistency for both recording videos and posting them is the only way for your plan to be effective.
Step 5: Adapt. React. Overcome.
Once your plan is in effect, you can’t just set it and forget it.
Allow enough time for the data to develop (2-3 months) and then evaluate the results.
What is working? What isn’t working?
Take the information from your posts and video analytics and begin to tweak your strategy.
Very rarely is any plan perfect from the very beginning.
Are you losing 50% of your viewers in the first 15 seconds? Then obviously you need to rethink your video openings.
Are people commenting and liking your videos? Great! Find the ones with the most likes and comments and try to do more of what you did in those.
Don’t ignore the data. Instead, use it to make the time, effort, and money you are investing in video marketing worth even more.
No matter how much you have planned and done your homework, there will always be room for improvement. Make minor tweaks and adjustments and observe the results. Apply the knowledge you have gained, and you’re just going to keep getting better and better.
So maybe you’re thinking creating a video marketing strategy is a lot of work.
I agree. However, if you’re going to spend the time, effort, and money to create marketing videos, you owe it to yourself to do it right.
As always, I’m interested in your thoughts. Please feel free to leave a comment below and let me know if I neglected to mention something important.