If you’ve never created a video marketing strategy, it may seem like a daunting task. However, Stada Media is here to take you through the steps, one by one, that we think are the most important in building up a video marketing strategy.
Video marketing is HUGE. We’re constantly raving about video – not just because it’s what we do, but because it’s the most successful way to market your brand.
According to Vidyard, small companies (with 31 to 200 employees) produce nearly as many videos as large enterprises (those with more than 5,000 team members).
Everyone is using video, and the size of your business and budget doesn’t matter – there will be a video you can create that will engage your target audience in the right way.
Chances are, if you’re looking to create a video marketing strategy, you’ll already know how big video is – and you want to be a part of the action.
But first, why is it important to have a well-thought-out video marketing strategy? Is it worth all the effort?
Reasons to create a video marketing strategy
- A solid strategy will illuminate how much Return On Investment (ROI) your video content is producing.
- Video can often be used to achieve existing marketing goals. The effectiveness of video will likely shorten the path to you achieving them, too.
- Tracking your results will bring you closer to your audience and what they enjoy engaging with, helping future projects and campaigns to thrive in your audience’s space.
Ready to create your video marketing strategy?
Let us lead the way.
Here are the steps you should be taking. Once you’ve nailed them all, you’ll have a concrete plan you can channel into your video content creation and distribution.
1. Identify your goals.
To measure any kind of success, you first need to know what (and, in this case, who) you’re aiming for.
This involves identifying and understanding your audience – who are they? What’s their online activity like? What are their existing video preferences?
Map your buyers’ journey and identify any points where video – and what type of video – could help a potential customer convert.
There are also multiple types of goals for a video marketing strategy, and part of identifying your goals is also distinguishing which type of goal you’re focusing on.
Common goal types for a video marketing strategy
Viewer Engagement. Measured by your video’s average engagement, or the average length of time your viewers watched it for.
Brand Awareness. Measured by brand recall and recognition, video views, and frequency/quality of mentions.
Demand Generation and Conversion. Measured by lead count, pipeline generation, impact on conversion rate, and influence on sales opportunities.
Start with a mission statement. This will be something you and your whole team can return to to realign their focus on what they should be doing, and why.
A large factor that will influence your video marketing goal is whether you’re a B2B or B2C company.
B2Cs often aim for a broader reach, while goals are not as consistent or clear-cut across B2B companies and industries.
B2B brands will often struggle to achieve widespread reach purely due to their niche content, but they can still be successful through attracting and maintaining this specific audience.
2. Establish the logistics.
Are you creating a one-off campaign or a regular schedule of separate videos?
The answer will often be driven by the nature of the video content itself.
According to Lemon Light, the 5 most popular types of video are adverts, social videos, explainer videos, product videos, and testimonials.
These types of video will all suit different posting schedules.
Who’s responsible for each part of creating the video? Will you need to outsource? (Outsourcing your marketing to a team of specialist experts is always recommended – read more on why here.)
The goals you’ve just identified will work to determine where you put your money, and how much money this will be.
Make sure your budget makes sense for your own project – more money, haphazardly distributed, is not necessarily better results.
Identify which channels your audience is most present on and distribute there. Some examples could be:
- Multiple pages on your website
- Social media channels your prospects are active on
- Outbound email marketing campaigns
- Inbound marketing campaigns
3. Create your videos with your audience and channels in mind.
Firstly, across all your videos and channels, ensure your message and branding is consistent. This will improve brand recall and recognition.
Secondly, optimise your videos for what each of your distribution channels demand.
For example, a huge amount of Facebook video is captioned due to the fact that 85% of video content on the platform is watched without sound.
Meanwhile, animated or explainer videos do very well on Instagram – however, they need to be short if you aren’t planning on posting a longer IGTV.
Normal Instagram videos have a limit of 60 seconds, while IGTVs allow for longer videos of up to 10 minutes.
Marketing videos should never be this long, though! 80% of marketers are creating videos that are 3 minutes or less. Keep it short to keep your viewers engaged!
4. Test, implement changes, repeat.
After you’ve distributed your video content, it’s now extremely important to TEST how successful it is.
You may be confused and unsure about what metrics to track in your video marketing strategy.
Note these down:
- View count. The raw number of times your video is viewed. Keep in mind that different channels have different cutoffs for defining something as a ‘view’ – for example, Facebook’s is 3 seconds. While views alone aren’t enough to measure campaign success, they’re still an important starting point.
- Play rate. Plays are different to views – a view becomes a play when the viewer actually clicks the ‘play’ button and actively watches your video.
- Demand Generation. New leads and opportunities generated from viewers watching your video.
- Attention span and drop-off rates. A good benchmark is 60% or more viewers making it to the end of the video.
- Social shares and comments. Both will put your video into more people’s social feeds.
Once you have your results, implement the necessary changes and do it all again. Keep repeating and testing until you’ve reached your goal.
A carefully-constructed video marketing strategy can have a big payoff if done right.
Video as a marketing tool shouldn’t be ignored: the stats speak for themselves.
Combine this with a focused plan and you have a great shot at amplifying your brand, boosting your traffic and harnessing those conversions.
Stada Media can create stunning video for your brand. If this is just what your business is looking for, let’s talk today.
Looking for more marketing help? Maybe you want to know more about the magic of video? Read our other blog posts here.