[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]Video marketing can be highly effective if properly implemented. To do this, you’ll need to begin with a solid video marketing strategy. Effective video marketing is achieved when you go beyond making videos and sharing them without detailed purpose and plans for measurement.
To see powerful results, you’ll want to identify the best content for engaging your audience, for achieving your goals and you’ll want to be clear on how you’re measuring the progress or success you’ll be seeing from your video’s viewership stats. Let’s dig into this a little bit more, with the following points to consider when developing your video marketing strategy:
1. What Are Your Video Marketing Goals?
Producing video content requires many resources, including staff, equipment and time. It takes time to write, film and edit your videos, even when they are simple and straightforward.
You’ll also need the team to perform these tasks, as well as the equipment. With such an investment on the line, you’ll want to ensure that your efforts are directly tied to achieving your business goals.
So, start formulating your strategy by clearly defining those goals. What you want your videos to achieve. Are you trying to increase brand awareness and build your brand authority?
Are you trying to increase online sales or sign-ups? You can have more than one goal, of course, but it’s important that you establish precisely what your goals are, and how you plan to measure whether they’ve been accomplished.
2. What Type of Video Content Will You Produce?
There are dozens of types of video content that can be created, all of which are highly effective, depending on what information they’re sharing and to whom. This relies heavily on who your target audience is and where they’ll be exposed to these videos (See #4!).
Your video marketing strategy should also factor in the different stages of your customer’s buying cycle, from the point at which they first become aware of your company, to how they consider your products or services, to the final stages as they near conversion and make their decision to buy from you, or not.
Different types of video content should be used in each stage. For example: in the awareness stage, short videos are best.
These videos should quickly introduce what your brand does or how your product works. Once you’ve attracted potential new customers, offer video content that addresses their consideration further.
Use content that will help build interest and trust, such as product demos and tutorials. As you near the end of the buying cycle and interested parties are invested, they’ll be more inclined to watch longer case study or testimonial videos which can help them make their final buying decision.
3. Who Will Be Creating Your Video Content?
Video production is a process that involves many moving parts and should rely on technical expertise as well as artistry, especially if you care about creating high quality video content that will engage your viewers. Generally your options are to try making video content yourself, hire a team to produce it in-house, or partner with a professional video production agency.
While there are several variables to weigh in making this decision, utilizing professionals can be more efficient and effective overall. Professional video production companies already have the equipment, technical knowledge and confidence in the process to take your ideas from strategy to execution to distribution, and to repeat this process over and over again to help you craft ongoing video content for your audience.
4. How Will You Share Your Video Content?
Your specific video marketing strategy will depend on where your target audience is likely to find and engage with your content? Does your company have a strong online presence?
What about social media pages? Do you have video content on Instagram, Facebook, etc? If so, you’ll want to make sure your content is tailored to those platforms, both in file specifications but also in how viewers are likely to watch your content from that platform.
It helps to work with an experienced video production company to look at all of the channels with you are likely to share your content, and have them create and prepare content for each different platform.
Additionally, decide when you are going to promote your video content. Create a full calendar that can help you schedule out content that promoted important dates, holidays or events that relate to your business.
5. How Will You Measure Your Content’s Performance?
Put a plan in place to track various metrics according to your specific goals. If your goal is to generate brand awareness, then keeping track of page visits, completed views and social shares, likes and comments, can give you a good idea of what video content is performing well and what isn’t.
If you’re goal is to convert viewers, track how many follow a call-to-action, like clicking through to make contact, make a purchase, or sign up for an email list. You can test different methods and alter them according to what works best and yields the highest conversion rate.
These are five important points to consider when crafting an effective video marketing strategy. With a proper video marketing strategy in place, your video content will have more direct aim with which to reach your target! Working with a professional video production company can help you get started in crafting an effective video marketing strategy and they can continue to help you perfect and refine your content throughout the entire process.
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