Posted by Clayton Johnson | October 29, 2018
The data is out there, and it’s very clear: video has some powerful benefits for your sales and marketing funnels.
You may already know that video content is important thanks to the tons of articles out there touting the benefits of it. So, what do you do with this information?
You make a video marketing strategy, of course!
Your video marketing strategy is a framework that’ll help you determine what marketing goal you’re trying to achieve, and how you’re going to use branded video to reach that goal.
These goals can include attracting a larger audience, engaging more viewers, nurturing more sales, or delighting customers who’ve already bought from you.
Goals turn into questions like: How do you begin doing any of that? And once you’ve created a strategy, how do you execute it? What types of videos are best for each goal? Where do you post them? How do you turn on a camera?
(Let’s hope you’re not really asking that last one…)
Don’t worry – today we’re sharing five EASY ways to get your video marketing strategy off the ground along with some examples of highly successful video marketing in action
When you’re done, you’ll be five steps closer to reaching your marketing goals! So, let’s get started.
1. Create a video marketing strategy the right way.
You might already have a video marketing strategy ready to go, and that’s perfect. Take a minute to double check and make sure you’re starting things off on the right foot.
Start by asking the right questions. These five are a good start:
- Who is your audience?
- At what stage of the marketing funnel are you trying to reach them?
- What problem do they have that you can solve?
- Where online are you trying to reach them?
- How will you measure success?
Before you go out and shoot any video, the first three questions NEED to be answered. These are the guiding principles of any marketing strategy.
If you don’t know who your audience is or what message you’re trying to deliver, your video will be a confusing mess and you’ll end up with no audience and nothing to show for your efforts.
We’ve found that most video strategy goals fall into one of four categories:
If you’re looking to capture more attention and bring awareness to your product or brand, your goal is to attract.
If you’re looking to better connect with your audience and keep them interested in your brand, your goal is to engage.
If you’re looking to provide value that will ultimately turn your audience into a customer, your goal is to nurture.
If you’re looking to keep customers coming back, your goal is to delight.
Once you’ve determined this goal, your video marketing strategy can get a lot more specific.
When that’s squared away, you can check out this easy-to-use, one-page template we created to help you design the perfect, streamlined video marketing strategy.
2. Have a video production company or videographer do the filming.
Just because you’ve started creating your video marketing strategy, that doesn’t mean you need to go buy a bunch of film equipment and start filming yourself.
It’s just as rewarding and often less expensive to find a video production company you trust that you can partner with to activate your strategy.
This partnership should be in the interest of creating lots of video content that’ll pay off more in the long-term, not an expensive commercial you can only use once.
You can also work with a good videographer to come out and create lots of video footage for your company at a low price – just remember, you’ll need to have someone edit the material and turn that footage into content.
Whichever option you choose, keep content volume as your number one negotiating metric. You want to get as much content as possible for the money you spend.
Yes, you want that content to be high quality, but nowadays, high quality video can be achieved on an iPhone.
Your social media content doesn’t need to be cinema camera-level good, just good enough to stand out. The quality of the message is what matters most.
3. Create video content tailored to your goal.
By now you’ve seen or even made an explainer video, and of course, you’ve also seen epic lifestyle videos made by other brands.
But there are plenty more video content types out there for you to choose from. You’ll be more successful when you choose a video type that’s been proven to be more effective for your goal.
Here are some suggested video content types you could create for each of the goals we outlined above:
- Commercial: short video promo highlighting key features.
- Industry: video about an issue related to your industry.
- Educational: video educating about a related topic.
- Product/Service: video showing off your product or service in action.
- Brand: video introducing your company’s core brand.
- Day in the Life: highlight reel of a day in the life at your company.
- Testimonial: customer or client testimonial outlining how you helped them.
- Before and After: video showing a product or service from beginning to end.
- Social Content: short video snippets meant for consumption on social media.
- Customer Spotlight: video featuring a customer success story.
- FAQ: video answering prospective leads’ questions before they ask them.
- Product Review: video featuring a third-party review of a product or service.
- Welcome/Thank You: video content for after a customer purchases.
- Tutorial: video showing a customer how to use your product or service.
- Tips and Tricks: insider-style content with advice for best use scenarios.
- Event: video featuring your company at an event or conference.
Diversify your content so you have lots to work with. This allows you to test them against each other to see what resonates best with your target audience and what works best to achieve your goals.
4. Streamline your distribution.
When it comes to the question of where to distribute your video content, the easy answer is everywhere. Well, everywhere you can afford, that is.
In terms of distribution, there’s three different types: owned distribution, earned distribution, and paid distribution. You’ve probably heard these terms before, but just for review:
- Owned Distribution: This includes your website, company blog, newsletters, social media accounts, and any other owned media channels.
- Earned Distribution: This includes anything you don’t own that features you or your content without your having to pay. This usually looks like media coverage or getting featured in a blog.
- Paid Distribution: This includes anything you have to pay for, like social media ads, paid placements on websites, or being featured as part of a sponsored content piece.
So which of these channels should you use to distribute your video?
The answer is pretty complex depending on your goals, your budget, and your available channels. Luckily, we’ve created a resource detailing the top 8 online distribution channels for distributing your video content online. Check it out and start distributing your content in no time.
5. Know what analytics to watch out for.
Once you post your video content online and push it out through all your various social channels, you might be a bit overwhelmed with what happens next. For one, how do you know if it’s working or not?
You’ll likely be obsessed with your view count, but that’s not always the most important metric to pay attention to. In fact, it rarely is.
The truth is the metric you should really pay attention to should depend on your goal, so get familiar with what to look for.
And, we’re off!
Follow these five steps, and you’ll have a strong handle on everything you need to push your video strategy from the drawing board to the real world.
Video marketing gets a whole lot trickier once you start rolling, but it gets easier, too.
Once you have the hard data to compare what’s working and what’s not, you can re-strategize, re-organize, and optimize like you would any other marketing initiative.
A lot of companies, especially smaller ones with tighter budgets, tend to err on the side of caution when it comes to video marketing. They might spend a lot on one or two videos, see less than favorable results when they post their video on YouTube alone, and then give up.
But by doing that, they’re missing out on all the benefits that come with incorporating a strong video content strategy into their larger sales and marketing efforts.
Need more help getting started? A video production company can be a great resource, even if you’re just looking for more information. Give us a call and we can help walk you through the process and let you know what else you might need to get your video marketing strategy off to a great start.
Clayton Johnson is the CMO of The HOTH SEO company. He has over 8+ years experience in the SEO industry and has spoken at events like SEJ Summit. The HOTH has been featured in Inc 5000, Forbes, SMX, Pubcon, Content Marketing World, Affiliate Summit, Brighton and more.