Videos offer an extremely rich, engaging and stimulating experience for viewers. With the increased availability of bandwidth and improvements in video technology, people have started watching and sharing videos on a scale that has never been seen before.
Video can be a versatile tool for digital marketers throughout the entire customer buying journey, and it can do much more than increase engagement. It helps to show off a brand’s personality, tone and communication style. The key is creating a video strategy that aligns with your ultimate business goals and the needs of your customers.
Here are 5 easy steps to creating a robust video marketing strategy that grabs the attention of your targeted audience and generates results. Let’s walk through them right away.
1. Determine your target audience
It is important to spend time gathering consumer insights before launching your video, as such insights will inform the type and style of videos to produce and the necessary budget required for producing quality media.
Here are some audience-related questions to get you started:
- What does my ideal customer look like (in basic demographics)?
- What makes them buy things?
- Where do they encounter video messages?
- What makes them share on social media?
- What are their other favourite brands?
2. Determine your message
Once you’ve clearly and concisely identified your target market, you can begin to develop your message. The brand message bears the most responsibility for whether your video marketing strategy is effective.
According to a study by Techipedia companies with consistent branding are 20% more successful than those without.
3. Decide on the ‘type’ of video content
Creating marketing videos depends on what messages you want to transmit. For example, you can make corporate videos to improve your brand´s image, video testimonials to show your audience what clients are saying about your products or video tutorials to explain how a certain product or service works.
4. Create a call to action
A punchy call-to-action (CTA) is a must-have for any marketing video.
Here are a few pointers to note:
Clear, appropriate copy- write your CTA in a language that is engaging to your customers and consistent with your brand.
Make sure the CTA offers value and benefits to the customer – What would you want to know if you were them? What would you care about? What would make you click a button to continue developing your relationship with the brand?
Align the CTA with the content it’s attached to – Consider sending the viewers of that specific video to a landing page where they can download different case studies of how other people have benefited from your product or service.
With a consistent video call-to-action strategy, you can win more conversions over time. Add a CTA to your video content and you’ll be amazed at the positive impact it can have on viewer engagement and conversion.
5. Decide how you will measure results
As Claire Robertson puts it, “If you’re not measuring, you’re not marketing”. The final step is measuring your results to test effectiveness. You must know what’s working and what is not, so you can continuously make improvements to your strategy and yield favourable results.
To help further develop your video marketing strategy, you want to look at different metrics. Engagement video metrics are critical for revealing how people are interacting and responding to your video content. Comments, for example, can reveal the emotional effect that your video had on viewers. You can also measure the play rate which represents the number of people who clicked play and began to watch your video.
Once you collect the data, you can analyse it to make informed decisions on your future videos.
To wrap it up:
Video marketing is such an important part of a business strategy and whether it’s for research or entertainment, videos communicate messages better and faster. As the above points have shown, your investment in this highly engaging medium can do wonders towards broadening your reach, boosting conversions and helping your brand stand out in a competitive marketplace. What are you waiting for, it’s time to get started!