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Friday, 8 February 2019

# Tips

Creating a Video Marketing Strategy for Your Business

Regardless of whether you are a brand, organization, business or some regular guy trying to promote your brand, the online world is where you should be. Whereas there are several channels to explore in this, the main question remains; how will you reach your intended target?

To reach more people, drive more engagement and convert more prospects to customers, video marketing is perhaps what you need. Undeniably, content is king, but video marketing wears the crown. Online marketers will easily refute video marketing, opting for content. Initially, they could be right, but trends have changed, and videos are becoming the main thing. 

That said, you need to develop an achievable video marketing strategy that matches your brand’s goals and objectives.





Define Your Goals 

As always, one of the most important things to look at when developing a marketing strategy is defining goals. Based on your present needs, you might want to drive more traffic to your website, increase your online following, raise your brand’s awareness, and convert sales and much more. 

Whereas being specific with your goals is prudent, a good video marketing strategy should encompass and meet several goals. Every video produced should address a specific goal. Note that there are several types of videos you can create. Be it video testimonials, reviews, product introduction or services that increase brand awareness, make sure it addresses a goal. 


Identify Your Target Audience 

You cannot develop a video marketing strategy without identifying who your audience is. As a brand, you ought to have developed your audience’s persona. This fold should have people with similar interests, behavior, purchase habits and more. Knowing your audience will help you tailor the video to suit your audience. 

Despite identifying your audience, you can have multiple audience targets for your strategy. For instance, an insurance company with various policies will have different video content suiting different clients. Nonetheless, every video created should have specific customers in mind. 


Outline the Video Content Plan 

Before doing the video, you should note down what you have in mind. The key to doing this checking your calendar and determining your content posting schedule. Think of how many videos you plan to upload and at what frequency. Having identified your content schedule, diversify on the types of videos you can do. There are several video marketing types. 

Your videos could be; 
  • Educational – educating your audience about your products and services 
  • Entertaining – humour videos are just meant to entertain your audience 
  • Practical or how-to videos – involves demonstrating an art or how your services are offered. 
  • Behind the scenes – gives the audience an insight into what happens before the final product. 
  • Tips and tricks videos – these are aimed at sharpening the audience on how they can hack something. 
  • Product explainer videos – as the name suggests, they give more insight into the products. 

Other video types could include customer testimonial videos, Interview videos, webinar videos, and case study videos. 


Tell a Relatable Story 

Your video shouldn’t be entirely promotional or professional. It should have some story, which shouldn’t last from start to finish. The story should be short, entertaining and direct to the point. Most video hacking experts use this as a way to grab the prospect's attention before introducing your products. 


Perfect Call to Action 

For every video, you will need a call to action. This is the part of the video that you inform your audience what to do next. Guide them based on the video’s objectives. Just like your introductory story, the call to action should be precise and direct. This might be “buy now,” “visit our store,” reserve today,” or “like our page.” 


Upload Your Video 

After recording and editing your video, it is time to upload as you complete the video marketing strategy. Note that there is no provision for editing the video if you are recording live. During the live stream, the video plays to your audience on the platform. You can as well save it and upload for others to watch later. If you are recording the video, you’ll have to edit and upload to an appropriate platform. You can upload to one or all of the following platforms. 
  • YouTube – being the second highest trafficked website globally with billions of users and 500 million hours of videos watched daily, you should have your video uploaded here. 
  • Facebook – as a social media fanatic, posting on Facebook is overly advantageous especially if you have a significant following. Compared to YouTube, native Facebook videos have 10 times more reach. So, be sure to take a look at some of the best video marketing strategies for Facebook
  • Vimeo – this platform might not be as popular as Facebook and YouTube, but is affordable. It also allows you to upload and customize the video before posting on your website, landing page or email campaign. Vimeo’s paid subscription removes ads from your clip as it ends. 


Keep Your Eye on the Metrics 

Finally, with your goals identified, potential audience identified, fine-tuned your video, recorded the video and uploaded to the appropriate channel, it is time to watch its performance. If you aren’t measuring, you are certainly not marketing. Therefore, it is overly important to keep your eyes on the metrics. 

The best ways to measure your campaign success include; 
  • Engagement rate – this measures the interaction your audience has with your video. The number should give you’re an indication of your video’s message and other aspects. 
  • View count – this refers to how much your video has been watched. 
  • Play rate – it is the number of visitors who clicked and played your video. 
  • Social sharing – it measures the number of times your video has been shared by your audience on social channels. 
  • Comments and feedback – the more the number of comments and positive feedback on your video, the more it is relevant. 


Conclusion 

Creating an awesome video marketing strategy shouldn’t be daunting. Similarly, you don’t have to break the bank for this. Most people think that video marketing is expensive. Initially, this was true, but currently, there are various options for creating quality videos that won’t break the bank. Like content creation, video marketing strategy requires that you keep on being updated on the current market trends.


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