Here’s some breaking news for you: humans are visual beings.
This means that most people digest information faster when they see it with their own two eyes.
And no, I don’t mean that you don’t consume written content with your eyes. It’s just that most people would rather watch a video instead of digesting a chunk of text the size of a small caravan.
In fact, businesses who marketed their products using video can grow their revenue 49% faster than those who don’t include it in their plans. So, let’s just agree that spending time and money on coming up with a brilliant video marketing strategy will be money well spent.
But how can you create such awesome video strategies for your own business? No worries, pal, Fierce Digital can teach you how. Let’s take a little look at how to craft video strategies that actually produce results.
What Type of Content Do You Want to Make?
The first rule of marketing? Know your audience.
You must know the people you want to market to. Age, gender, jobs, hobbies – if you know these things, then targeting will be as easy as can be. And luckily, it’s the same for video. They buyer persona is the arrow that leads you to how you should plan your videos. Absolutely everything – from the script to the background music – should be chosen with your ideal buyer in mind.
Does your ideal buyer prefer entertaining videos that makes them laugh?
Or is your target audience more receptive to videos that clearly and concisely builds trust?
At the end of the day, it’s going to be a process of you discovering the personality of your audience – and then adjusting your content strategy accordingly.
What Are Your Video Goals?
Do shorter or longer films bring in the most leads?
Well, it depends on your goals. Before you start, you should set the overall goals you want to achieve with your video. Once that goal is achieved, your video will be completed.
If you’re thinking one goal per video is too little—well, stop thinking that. You’ll be making a lot of videos (and we do mean a lot) in the future, so no matter how many ideas you have that you want to convey, you’ll be able to lay them out soon enough.
When thinking of the goal, consider if your video is created for branding, for promoting a certain product, or any other purpose. Once you’re able to decide on this, you will then be able to craft the content that is best suited for that purpose.
What Makes You, You?
No two people are exactly alike. It should be the same for companies.
To fully succeed with video marketing, you need to express what makes your company special. But why?
It’s because you need to remember exactly what makes you stand out at the very start of your video creation process. Ask yourself this: will people remember you specifically after seeing your video?
When we say you should think of a brand language, this is the overall style and tone of your content creation. It’s not something that can be dissected and labelled – rather it’s a feeling that makes the viewer remember your brand whenever they think of something in your industry.
Outline Your Content Creation Plan
Any content creator worth their salt will tell you just how important being consistent is.
Do you honestly believe that you’re able to do a video every single week? Or will a bi-monthly schedule be more sensible for your busy calendar?
Whatever works best for you – stick to it.
Once you’ve figured out the frequency, the next stop is to put some variation in your videos. Will you be making entertaining pieces or educational clips? Customer testimonials are always an option, as well as in-depth case studies, and behind the scenes segments. Or perhaps live streaming is more your cup of tea?
If you’re just starting on your video creation journey, it would be best to choose two or three types and then schedule them accordingly. Afterwards, you can analyze the response and adjust your content plan.
Which Platform Is Right For You?
The video is ready. You’re satisfied. But where do you post it?
Nine times out of ten, the answer is social media. Currently, YouTube is seeing a 99% increase in branded videos being uploaded, and Facebook seeing well over a 250% increase. Take the time to study what type
of videos fit with which platforms, as all the various channels sport different audiences. Do you know where your audience hangs out?
Observe – and React Accordingly
You’ve posted your video. Your job here is done.
I hate to break it to you, but it really isn’t. Now, my dear friends, comes the most important step in your video content strategy: observation.
After posting, it’s absolutely imperative that you keep an eye on how the video is doing. Observe KPIs like shares, views, comments and likes. How does your clickthrough rates look? Or your conversion rates? Mate – if you’re not measuring, you’re not marketing. Collect your video data, analyze it, and use the insights to fuel your future marketing strategies.
Rinse, repeat, and reap the benefits of your perseverance.