To develop an excellent video marketing strategy, you need to take into account the following steps:
Define your Goals
To know if you have actually achieved what you set out to achieve with your video marketing strategy, you must set goals that are measurable.
Conductor is the content intelligence platform, which recommends that marketing objectives be detailed for both revenue and your brand.
Revenue goals focus on things such as increasing inquiries from potential clients, and brand goals involve things like developing a higher quality email list or creating more blog traffic.
Create a Mission Statement
The founder of the Content Marketing Institute suggests that you start your content marketing strategy with a “Mission Statement”.
Your mission must be an ordinary one-line statement answering the following:
- What kind of video do you plan to do?
- Who do you make that content for?
Define Your Target Audience
For your videos to be the success that you want, it is first important that you know who is really interested in seeing its content.
Defining an objective audience, learning what they need, what they like and knowing what their weaknesses are, will greatly help you create video content that makes a connection with the audience.
When it comes to your target audience, the more specific, the better.
Decide What Type of Videos You Will Create
Before you get in and start recording, you should investigate what kind of videos you will make. Think about the type of story you want to tell, how you can do it best through video, and what styles and types of video are most appropriate for sharing your story.
Keep in mind that it is likely that your audience needs various types of videos and messages at different times of their journey.
When you start, choose some styles and types of video to determine what works and what doesn’t.
Set a Budget
Having your plan already established, it is important that you think about what kind of video budget you will have to work with.
These are some questions you should ask yourself so you have an idea of how much you need to invest.
What kind of videos do you want to create?
Your budget will depend on the type of project you describe in your video strategy. Your financial status will often determine the creative ways you can explore.
Will you make videos internally or outsource them to an external production company?
If you plan to produce videos internally, you should think about who will be responsible for creating them.
What video equipment or video marketing software will you need?
If you are going to produce a traditional professional video, consider the following equipment:
- Video Camera
- Lighting Equipment
- Editing Software
If instead you use your smartphone, consider the following:
- Clip Light
- Lighting Kit
- Editing app or software
Do you want to hire actors?
Remember that hiring professional actors will raise the cost of producing your videos.
Regardless of how you operate the production of your videos, be sure to determine:
- Who is the person responsible for the creative concepts and the storyboard?
- Who writes the scripts?
- Who is responsible for making the content?
- Who organizes the logistics of the video session?
- Who makes the recording and editing of the video?
- Who is responsible for distributing the finished videos?
Define Where You Will Store Your Video
You must determine where your videos will live on the web and on your site.
Consider the following channels which include:
- Various pages on your website
- Inbound marketing campaigns
- Email marketing campaigns
- Social media channels
Measure your Results
Just as you keep track of the key performance indicators for written content, you must produce, publish and then check the engagement data of your video. In this way you can justify your investment in the videos and thus, understand what is performing well.
Once you have established the logistics, you can determine how your video content is reaching your objectives.