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04/05/2016

11 essential steps for a winning video marketing strategy

11 essential steps for a winning video marketing strategy

 

Video is on the rise in content marketing, and for good reasons.

In a Demand Metric survey of 2014, 74% of businesses reported that video converts better that any other content types.

In 2015, Brightcove stated that video can drive a 157% increase in organic traffic from search engine.

Studies conducted by Brightcove and Simply Measured highlighted that social video generates 1.200% more shares than text and images combined.

winning video marketing strategy

No matter what your company does and what size it is, you need to incorporate video into your marketing plan. And you know it.

open quotesThe single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.
Gary Vaynerchuk

I read a lot about the topic lately and decided to put together the most useful tips I found to help you create your video marketing strategy.

11 essential steps for a winning video marketing strategy


1. Know your audience

Never forget who you are creating content for. The video you are going to produce is meant to address your target audience’s problems or challenges and needs to speak their language.

You could create some videos that are geared more toward your existing customers, while others are focused more on potential new customers.

Shelly Bowen, chief content strategist for Pybop explained in an email to Small Business Trends, “For example, if someone is just being introduced to a new brand or idea, the video might be short and inspirational. But if the purpose is to explain how to do something, it might be longer and more tactical.”

How to Craft Your Video Content Marketing Strategy, Small Business Trends

2. Define your goals

What is the purpose of your video? Are you trying to raise brand awareness? Do you want to drive traffic to your site? Do you need to get leads?

Set your goals and make sure they are SMART (Specific, Measurable, Achievable, Relevant, and Timely).

The main thing that differentiates an actual video content strategy from a business that just posts some videos from time to time is purpose. Every video you create should contribute to a very specific goal.

How to Craft Your Video Content Marketing Strategy, Small Business Trends

3. Make a plan

Without a good plan, you won’t go far. So, roll up your sleeves and:

  • determine the video topics and types you are going to create;
  • define who is responsible for creating videos;
  • choose the platforms where you’ll publish your videos;
  • determine how you’ll measure performance.

Check Vidyard’s post How to Plan Your Video Marketing Strategy for more insights.

4. Build a schedule

Consistency is key to success. You can get inspiration from YouTube’s framework Hero, Hub, Help (formerly Hero, Hub Hygiene) and apply it to your video strategy.

According to Google, Help videos should always be available to your users while Hub videos should be regularly scheduled over the year and provide a reason to subscribe to a channel and return on a regular basis. Series work best as hub content. Finally, Hero videos are designed to give a massive step-change to your audience growth and are done 1-2 times a year.

5. Focus your message

Don’t overwhelm your viewers with too much information.

Make sure every video delivers a single message.
This way you’ll ensure that viewers leave your video with one specific takeaway that will help them to differentiate your brand from competition.

How to develop a video marketing strategy for small business, Smart Insights

6. Make it compelling

Get to the point and make your video clear and engaging since the very first seconds or your viewers will click away.

“We typically advise clients to think about what we call The 3 Second Audition, which is what happens in those first few seconds to create thumb-stopping content” says Carolyn Everson, Facebook’s VP, Global Marketing Solutions.

3 Mobile Video Marketing Tips from Facebook’s VP of Global Marketing Solutions, Animoto

7. Mind the platform

Choose the platforms where your users are and tailor your videos specifically to each channel.

Because each social network has a unique audience, social videos need to be optimized for different channels. A video that works on Facebook may need a serious edit before it can work on Instagram. And you might have to take an entirely different approach to video on Snapchat or Twitter.

A Guide to Social Video, and Where it Fits in Your Marketing Plan, Hootsuite

8. Show off your personality

Through videos, you can establish a more direct connection with your audience. Use this connection to convey your brand’s personality and identity. And to make your business relatable.

With just a minute or two, you can introduce your company and engage with your audience. A thoughtfully created video can demonstrate what makes your company unique or the niche your products and services fill.

Video is also the best place to show off creativity and grab your audience’s attention. With clever use of imagery, music, and scripting, companies can really demonstrate how they connect with like-minded consumers.

Give Your Brand Personality With Video, Switch Video

 

9. Use CTAs

What do you want your audience to do next? Don’t be shy and tell them. You can’t expect they will subscribe to your newsletter or download your content offer or visit your website or buy your product if you don’t suggest them to do so. You need (good) Calls-to-Action to entice your audience to take action. You need CTAs to achieve those goals you set on step 2.

There are generally three types of CTAs you can include in a video: auditory, text, and buttons. The most popular style is a button, which can be bold, colorful, and easily catch the eye of a viewer. […]

Text-based CTAs are a great way to subtly inspire viewers towards actions as opposed to the more prominent CTA buttons.

Auditory CTAs don’t appear in any frame of your video, but are provided, through a video narration or a character’s line of dialogue. Though it can prove useful, this type of CTA is best accompanied by a button or annotations rather than alone.

[…] You can customize your videos’ CTAs depending on which platform they are placed on (i.e. website landing page, Facebook, Twitter, Tumblr, etc). After all, it’s important not to use the same CTA on all your videos.

A Marketer’s Guide to Video Calls-to-Action, Infusionsoft

Keep your audience in mind. Try and think how they would, so you will be able to understand what they would be most likely to click on.

 

10. Test and measure

You need to analyze your efforts to check what’s working and what is not and understand why. Measure your performance then decide if your strategy needs a change or you’re doing fine.

Don’t settle for vanity metrics such as the number of views. That won’t lead to more leads and deals.

Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working.

Even more powerful: track those stats down to the individual viewer. Your sales team would pursue a lead who has watched three videos all the way through differently from one who turned one off after 10 seconds.

7 Tips For Launching A Video Marketing Strategy, Marketing Land

 

Take one step at a time and address these key points to get full advantage of video marketing.

I know, it’s a lot of work. But once you’ve done it the first time, you’ll have a framework you will be able to adjust and reuse for your next campaigns.

 

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