What to Consider When Creating a Strategy for Video Marketing

Planning to use video content to boost your brand or market your products and services?

Who wouldn’t? Videos already make up the majority of online traffic, further cementing it as the most popular content people consume daily. However, you won’t get anywhere without the right strategy for video marketing.

Don’t panic, there are steps to get this done right. Read our steps below to pick up effective tips and tricks when making videos for marketing:

Video Goals

The first step in formulating a good strategy for video marketing is to know your goals. You can’t enjoy the benefits of video marketing if you don’t even know what you’re shooting for. That said, don’t list down random goals simply because they sound good on paper.

Focus on metrics you can track and monitor instead of something intangible or too general. For example, your aim should be to make a video that directs a majority of viewers to a new product. Add a secondary goal, such as converting more than half of those visitors into paid customers.

Now your video has a purpose. You can then determine what type of video to make and where to release it to hit those goals. Track the metrics and assess if that marketing video achieved its goals.

Identify Your Audience First

The next step is to know your audience. Keep in mind that different marketing methods, platforms, and types of videos work cater to different crowds. Know who you’re marketing with so you can adjust the rest of your digital marketing strategy.

Are most of your audiences into short videos and are in the 18-25 age range?

They’re likely into TikTok videos and are high school to college students. Some might be working their first or second jobs.

This means they’ll likely be more active on Friday evenings and the weekends. Now you know what kind of videos they like and when to release your content for optimal engagement levels.

The Right Platform

Speaking of TikTok, it might be one of the biggest platforms right now but that doesn’t mean you should immediately jump ship. It might not be the right platform for your kind of videos or the people you market to. 

An HVAC company might not benefit much from TikTok video marketing, for example. The audience for this type of business is often older adults. These people are more likely to be on Facebook or Instagram instead of TikTok and Snapchat.

Different platforms cater to people of different ages. For example, most of the people on Facebook are either very young or above 30. People between those ranges are often on Instagram instead. 

Types of Videos

Did the research? Now you have to identify which type of video you’ll make. Each kind serves a different marketing purpose and your decision will affect your production process and video marketing budget.

There are infomercials, which focus entirely on providing details about your products, services, or brand. You can focus on unpackaging or review videos to give audiences a closer look at your products. Work on a short viral video for TikTok or Instagram to spread your brand and generate tons of user-generated content (UGC). 

Other types of marketing videos include animated explainer videos, announcement videos, and testimonial videos.

Develop the Video

The next step is to plan and develop the video. You’ll need a script, a storyboard, and the right topics for videos all planned out before you start production.

A script or storyboard will help the production team and editing team assemble the video. Even a rough storyboard can help organize the shots, flow, and solidify the video’s message.

Make sure to spend time on analytics and identify trending keywords. You’ll need to add these keywords to your video’s title, alt tags, and even in its content. This ensures search engines can identify what it’s about and help it rank appropriately.

Professional Video Production

When you’re ready to begin crafting your marketing video, don’t DIY the production. It’s always better to hire a professional production company, such as the folks at https://www.1minutemedia.com.au/

Not only do they have the right tools for the job but they also have experience and technical training. Keep in mind that good video production requires good cameras, lights, audio rigs, editing software, and more. It’s a lot to handle and professionals will have everything needed. 

You also get the guarantee of the video’s turnaround time. If you handle production yourself, you might not complete it in time. 

Scheduling Video Release

Go back to your metrics and study when your audience is active. Check which day and hour to garner the most engagement. Once your video is ready, use a tool like HootSuite to schedule its launch.

Make sure to follow a consistent schedule when coming out with new videos for marketing. It’ll build anticipation and people will set aside time to check new videos out. 

If you have an important video coming out, let people know about it. You can even make a teaser trailer for the actual video. Release this a few days ahead so people will know that you have a marketing video scheduled.

Study the Metrics and Readjust

Launched your video? The next step is to take a moment and study its performance. Use your analytics tools to check things like its viewership numbers, engagement rates such as likes and shares, and whether or not it achieved its goals.

Use this data to refine your digital marketing strategy. If your video should bring people to a landing page and boost conversion rates, take a look at your conversion funnel and measure its success. If there was a large drop-off, try to identify the problem and try again.

Craft the Perfect Strategy for Video Marketing Now

Now you know how to formulate the best strategy for video marketing. Take your time to do the research, pick the right type of video, and work with professionals to produce high-quality video content.

Of course, your marketing efforts shouldn’t end with video marketing. 

To learn other techniques and options, we invite you to continue reading more of our in-depth lists right here. We also cover topics surrounding business and technology too!