Screens are now an integral part of our lives. By 2019, online content will consist of 80 percent video marketing, and mobile consumption of video content continually rises by 100 percent annually.
When it comes to video, there are many compelling statistics
- 5 billion videos are watched on YouTube every single day
- 1200 percent more shares are generated by social videos than text and images combined
- Videos on landing pages increase conversions by 80 percent
- 80 percent of users recall a video ad they have seen online in the past month.
- Over 100 million hours of video are watched per day on Facebook, whereas the count goes up by 5x for YouTube.
- Videos receive 135 percent better organic reach as compared to images on Facebook
With so much potential, many brands have already integrated video in their content mix. Here are six steps to plan your video marketing strategy that will get results.
1. Define Your Purpose
There are two aspects to defining the purpose – your audience and your goal.
Defining Your Audience
Knowing your audience determines the rest of the course of your strategy. Who are your ideal buyers? Do you have your buyer personas defined? When you know their gender, age group, interests, quirks, location, education, job designation, and other demographic characteristics, you can predict what type of videos would resonate with them. Do they prefer funny or casual videos or do they like their content to be conventional? Knowing your audience will help you define the tone and format of your videos.
Defining Your Goals
Probably the most regurgitated point in any marketing strategy related content is setting your goals. However, this is a crucial exercise for the success of any marketing endeavour. Along with the overall marketing strategy, you also need to have a platform or medium-specific strategy to be successful. The SMART goals (Specific, Measurable, Achievable, Realistic and Time-bound) framework will set you on the right path, and to delve a bit deeper on targets, you can take a two-pronged approach:
- Set goals that are coherent with your core marketing strategy. For example, your primary goal for Q4 is to increase your website visitors by 10 percent compared to Q3? If so, you can assign a certain number of visitors that you expect to come from your video marketing activities
- Set platform specific goals. For example, you can decide on a number of video uploads, video views and subscriber count that you expect to achieve on YouTube for Q4. When you know your audience and goals, it becomes easy to plan your content calendar and promotional activities and dedicate the right amount of resources that would help you achieve your goals.
2. Define Your Content Plan
How frequently can you create and post videos? Is it once or twice a week or once a month? If you’re not sure, crafting a video marketing calendar will help you determine the frequency. Your video content calendar should ideally outline the video title, topic, goal, intended target audience, tone, video length, video format, budget, due date, publish date and success metrics.
To get you started, here are 10 video formats which you can explore. (We have added some examples as well for inspiration):
- Product demo or explainer videos: Product demo videos are a popular way of presenting a new product’s to the market, explaining its features and benefits. Here’s an example from HubSpot:https://www.youtube.com/watch?v=hP34oHx68g0
- Brand promotional or commercial videos: These videos are a good way to promote and market a brand’s product and service to its target audience. Not only do they help increase brand recognition, but they also help convince a target audience of the benefits of a brand, thereby driving sales and creating brand loyalty. Here we have a good example from team collaboration tool provider Slack:
- Expert interview videos: These are fun and engaging ways to drive traffic to your website. An expert interview video is just that – video of an expert interviewed by you. This is a good way to add content to your website with minimum effort and rake in the moolah! Here’s an example from an interview with Ravi Raman, Associate Publisher, Vogue Arabia during the Vibe Marketers Fest.
- Company culture videos: A perfect way to remove all those stock photos on the career page of your company website, and replacing it with something that is true to its core. A company culture video is an appealing way to reach out to future employees as well as the audience. Domain registrar and web hosting company GoDaddy paints a great company picture with this video.
- Instructional or how-to videos: The popularity of this kind of videos is evident from the many How-to videos put up by influencers and gurus on the internet. An instructional video is a compelling way to learn how to do something from an expert online because it shows you exactly how to do it. Check out this instructional video about managing multiple social media accounts from tech guru Neil Patel:
- Event videos: These help build a rapport with the attendees as well as those who missed the event. There’s a lot to learn from seminars and talks presented at the event, and the video offers a great way to share the expertise with the world after the event is over. Here’s a perfect example of Burger King Global CMO Fernando Machado’s address at Vibe Marketers Fets in Dubai, in November 2018.
Apart from these, you can also opt for webinar videos, case studies and testimonial videos, AR and VR videos, as well as live videos. Of course, when starting, you don’t have to go overboard with all these formats. Pick a few formats that suit your buyer personas, and focus on those. Keep adding other formats as you move ahead.
3. Video Creation Process
With your goals defined and content plan in place, it’s time to get cracking with the work. The video creation process usually consists of the following steps:
- Writing the video script and rehearsing it
- Setting up the studio, camera, audio, and lighting equipment
- Recording the video
- Editing the video
- Uploading the video
The steps outlined above give an overview of the process. The process might vary depending on your video format and the infrastructure available. If you have dedicated a team for videos, you can delegate tasks based on their expertise.
Upload Your Video Content
Once your final product is ready, it’s time to show your video to the world. Depending on the purpose of the video, you can host the video on either social media platforms or other video hosting platforms.
Social media platforms:
Video hosting platforms:
- Vimeo Pro
Video hosting should ideally be a mix of both. If you’re using a business video hosting platform such as Wistia, use social media platforms to complement it. If you think you’re confident enough, you can jump on the bandwagon of live videos, and host live videos on YouTube, Periscope, Instagram, and Facebook. Apart from the creative aspect of video content, SEO is equally essential for videos as for other content formats. To optimise your videos for search, make sure the video title, description, thumbnail, tags, call to action, and video transcript all consist of the target keyword phrase and its variations. Standard SEO practices apply here as well.
Promote Your Video
Unless you are a big brand spending big bucks on advertising, chances are your latest video might not go viral and that shouldn’t be the goal. When you deliver value in your content, your viewers will do the rest of the work for you. However, to reach to your audience, look at some promotion tactics:
- Embed your video in the relevant blog article(s)
- Share your video with your newsletter subscribers
- Share the video on social media and forums such as Quora, Reddit, and other niche websites
- Take advantage of the platform specific-promotion strategies such as playlists and featured videos
- Run paid campaigns
Track Your Metrics
To close the feedback loop, it is essential to measure how well are your videos performing. “What gets measured, gets managed” is a good mantra to follow. After an arduous creation process, you’ve finally uploaded the video, and now it is garnering views and viewers are sharing and leaving comments. To understand the performance of your videos, it is useful to track metrics like Video views, Watch time, Click through ratio, Engagement (Like, comments, share, Feedback, audience growth and finally conversions.
Video marketing is becoming a significant pillar of content marketing. And brands need to make it an important addition to their arsenal.