You wouldn’t be here if you didn’t already know that Video Marketing is essential to your digital marketing content, so let’s get straight to business.
1. Why, Why, Why?
Since we’re talking strategy here, you need to know the business objectives for doing a video. Successful videos have rich and valuable content that engage the audience, so why do you want to develop a video? We know it’s essential in the grand scheme of things, but dig deeper, why do YOU want to develop one? Is it about growing your brand awareness or is it more of a sales strategy?
In a nutshell, branding is who you are—using storytelling techniques to get your audience to “know” you and empathise with you. Sales strategy on the other hand is building content with a clear call-to-action message in it for the purpose of promoting your services.
Here is the kicker, you need both and you need to balance them just right for your audience. You can start out with equal content strategy and only based on data of viewership and engagement you can finetune and experiment further with what’s not working well.
2. Who is the target audience?
Digital marketing has made this extremely easy for us, look at your data and audience insight of your followers. If your brand new and starting from scratch, then have a read at Audience Persona blog
3. What kind of video format should you go with?
Now that you know the why and the who, let’s talk about the what. There are various types of video format, styles to choose from: there are vlog style videos, demos, how-to videos, new product launches, interviews and many many more. The idea is to experiment with as many formats as possible and only then make decisions based on data of what YOUR audience like more, not what YOU like more. Gut feeling doesn’t always work, you’d be surprised at what your audience might actually like vs what you think they might like. So, data, data, data is your best friend.
4. What are the creative requirements?
Now that you know which format you will use; it won’t create itself. Basic thoughts are: location, script, props, person or model or influencer, music, silent or with voice over, SUPER important to remember to stay on BRAND
5. Where will the video be posted?
So, you’ve done it and you’ve got it, now where do you post it? Remember the Persona article I recommended you read earlier? Look up the Information Source bit, If you know where your audience like to consume news and information, this will be quick one to sort out. If you have a limited budget, then edit your video to suit the medium which you have the most engaged followers (followers not about the number but quality of engagement you get from them)
Know the best format to Facebook, Instagram, YouTube, etc
6. What is the budget?
There are 2 types of budget to keep in mind: 1) Production budget; 2) Video Promotion Budget.
If you’re reading this article for the sake of creating content and you already have great engaged following, then that’s amazing. TIP: optimise the hashtag for more exposure. In this case you only have to worry about production budget, so based on that you can make something as little as $0 using your smart phone and editing with free tools, or you could spend massively its all up to you.
If your account is new and you would like to engage with new audience, then optimise your spend on the most likely channel you might have your ideal audience and ensure that you don’t skimp on production as you are new and trying to build your image.
Another excellent strategy I personally prefer is to partner and collaborate with influences to piggy back off of their following – influencer marketing (if done right) can get you awesome results.
7. What are the measures of success?
Set out the key performance indicators for video marketing success. Based on your strategy evaluate the video statistic. You should ensure that the way you are interpreting data is for your own good, you can always say the video got 100K view, that is a vanity measure, what you should measure is at what time (second) did the views drop out, because most social media will count 1 view after only 3-5 seconds, which is a better indicator of success or failure of the video. Look at the engagement not the reach and impressions. Look at the click through rate if there is a link, not at how many clicked like as conversion is much more essential. If the post was promoted a good indicator of success is the number of followers. Another good indicator of success is how many people shared your video.
8. Test and test again
As with any digital marketing campaign, tweaks your videos and continually optimise them to find out what works the best across different channels. The videos might be too long or too short. There could be a certain point where viewers switch off that can be resolved. A/B style testing is key to the success of video marketing.
Best of luck xx