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video marketing: how to create a strategy
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Video Marketing: How to Create a Strategy

Video Marketing has become the recent champion for user engagement for various online marketing funnels. Businesses are attracted to video due to its engaging nature and numerous SEO benefits. Nowadays, brands cannot compete in the digital advertising marketplace by solely relying on written content. People are mesmerized by engaging imagery as well as relevant messages. Social media strategists and marketers alike are highly aware of this, however, creating an effective video marketing strategy can prove to be a daunting task at first.

Throughout this guide, we will break down the ins and outs for creating an alluring video marketing strategy straight from the beginning everything from the pre-production stage to distribution for maximum results. We will cover the steps to creating an effective strategy that seeks to engage your primary audience and better yet, keep you within budget.

WHY USE VIDEO?

Video marketing is easily one of the most versatile marketing funnels available with the most common types being product, commercials, informercials, and testimonials. Video is a worthy investment as it has been seen to boost conversions rates with customers by as much as 80% according to HubSpot. Having a video on your website or landing page helps establish trust and encourages your audience to share your message across various social platforms.

For data driven marketers this is a huge benefit since video not only has a high conversion rate but it also allows you to track and measure engagement. Video is a dream format in the sense that you can tie videos directly to marketing campaigns and determine which messages are resonating the best based off of engagement analytics.

5 Tips to Create a Video Marketing Strategy:

The concept of creating a video marketing strategy is nothing new, after-all the strategy is meant to serve as a blueprint for how you create your content. Think of it as your own personal roadmap on how you choose to navigate the video creative process. Research and pre-planning are important aspects to consider when coming up with a viable strategy. You want to be mindful of key factors such as production time, overall budget, and looming deadlines, all of which play a significant role in determining each step in terms of priority.

1. Determine Your Goals
One of the most vital steps is first outlining your primary goal. What is the purpose of this video? In order to answer this accurately it’s best to determine your primary marketing funnel. This is typically broken down into three main categories: awareness, consideration, and decision.

Awareness: This is where an opportunity is presented. Videos in the awareness stage seek to introduce viewers to your brand and familiarize your new audience.

Consideration: The research phase is when your viewers are gathering resources and paying close attention to product reviews. They’re not quite ready to convert yet but this is where you will engage your audience.

Decision: Here you might present proof of a case study on customer satisfaction, this helps lend credence to your customer and prove why your product is the best to satisfy their needs.

2. Fine-Tune Your Target Audience
 Now that you have a clearer idea of your purpose, to the next step is to determine your intended audience. This step is crucial because creating a video without a specific audience in mind is likely to prove unsuccessful resulting in a huge waste of time and resources. The best way to go about this is to develop a buyer persona based on your ideal customer. This step is essential in pre-planning as it helps maximize viewership and lends a constructive idea to buyer behavior. Your buyer persona should answer the following questions:

  • Who is your video intended for?
  • When is your target audience most likely to come across this content?
  • Which platform is your consumer likely to utilize? (LinkedIn, Facebook, Instagram?)
  • What is the general purpose of your video?

 Once you answer the above questions, you’ll have a comprehensive idea your audience and also how to reach them.

3. Develop a Story
Ah, the storyline, one of the key ingredients for a successful video. Every video has a story, this is  where you create a basic framework for the message you want to relay. Many people construct what’s called an outline or storyboard prior to shooting the video. The story is meant to highlight your brand and its personal mission, typically this is broken down into the following main points:

Create a Protagonist: This is a relatable character that closely aligns with your target audience

Conflict: Main pain point that is presented

Solution: This is where your product is introduced to the audience

Resolution: Demonstrates how your product can solve the problem

4. Stay True to your Timeline
Creating a timeline beforehand will greatly assist you when planning production or distribution.  This helps you to be mindful of strict deadlines that can negatively impact the quality of your finished product. The timeline serves as a guide used to determine what has been accomplished vs. which tasks still need to be completed.

Often in video, there are multiple timelines to adhere to such as the production timeline and the distribution timeline. Providing a well thought-out timeline eases the strain on members of your team as video production is a collaborative effort. Many times you have directors, producers, editors, marketers and social media strategists with their own individual schedules to be mindful of. Scheduling is key in determining just how much time to dedicate to specific tasks, having transparency and communicating any completion dates will help to further streamline the process.

5. Maintain a Budget
Having a realistic budget is crucial. Without an itemized budget plan you could potentially be sacrificing hours of hard work. Projects have a tendency to run over budget due to unforeseen issues in the planning stages, issues such as technical difficulties, production time, or third-party expenses. This is where you should maximize the resources at your disposal to the best of your ability. Plan and budget what you can create and shoot in-house as this will cut costs on outsourcing.

If you’re hiring third-party vendors, make sure to shop around to get a sense of what experts charge for their services. This will help give you an idea of what you’re likely to pay if you hired a freelancer or full-time employee.

Depending on the scope of the project and the level of involvement, you may be paying more for some as opposed to others. It’s a idea to research and anticipate what your costs may be for the type of video you’re trying to produce. Keeping a list of potential expenses is recommended just to give an idea of what is involved.

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Video Marketing as a medium has presented new and exciting opportunities for brands like never before, making a strategy all the more beneficial. Consumers have now come to expect video as a discipline and more platforms are starting to prioritize video content above others. Nowadays devices such as phones and tablets are highly optimized for video content making the potential customer reach highly attractive. The time to adapt and implement a video strategy is now more than ever.