Marketing strategies are always evolving. Businesses are always trying to figure out the best ways to use new technologies, tools, software, and channels. So if you’re not keeping up with these marketing trends, you’re getting left behind.
Right now the top marketing trend is video marketing. Videos are dominating the scene. If a picture paints a thousand words, then videos could paint millions.
People love watching videos because they are eye-catching, informative, and interesting. They are much more engaging than plain text.
For marketers, videos give the opportunity to flex their creative muscles, put a spotlight on their brand, and showcase their personality. With proper video marketing strategies, you can easily set yourself apart from your competition.
If you’re reading this, then you understand the importance of video marketing. You’re ready to create your own video content and connect with your target audience. You don’t want to rely on images and written content anymore.
Today we’re going to talk about video marketing strategies and how you can develop one that works for your business. As powerful as videos are, you still need to take the right approach if you want your content to make a splash.
If you’re never created a video before, getting started can be tough. But you don’t need to invest on high quality equipment right away. Just knowing the basics of content creation can give you an idea on how to approach your video marketing campaign. Let’s take a closer look at the ins and outs of video marketing.
What is Video Marketing?
Video marketing isn’t a new concept—but it has certainly become more popular over the years. Most people are spending their time on the internet watching video content.
Of course, entrepreneurs started capitalizing on that popularity. They started marketing their products and services on YouTube, as well as social media platforms like Facebook, Twitter, LinkedIn, and Instagram. New platforms are constantly emerging and some of them are taking the world by storm: TikTok being the best example.
If your website and social profiles don’t contain video content, visitors aren’t likely to stick around.
The way marketing teams build their strategy is always changing and evolving based on what the market demands. Standard videos aren’t the only ones that are popular now. We also have augmented reality, immersive 360-degree videos, and animated videos are also becoming more mainstream.
A video marketing strategy is designed to maximize the effectiveness of the medium. You don’t just post random videos and hope that they make an impact. Oftentimes, the goal is to go viral on social media and get tons of traffic. If you get a lot of traffic, you get more views, which may lead to more conversions, which may lead to growth.
The idea is to come up with a marketing strategy that will help you keep your audience engaged in a way that’s simple and easy to digest. Videos are easier to digest than entire blocks of text, for example, because you don’t have to fully commit to the content to understand what it’s about. When watching a video, you don’t even have to keep your eyes on the screen—you can just listen to it and still get the gist, whereas articles may require a bit more attention.
In this fast-paced world that we’re living in, not everyone has the time to read walls of text. Not everyone is going to scan an entire article just to see the main points.
Creating a video marketing strategy ensures that the content you create can reach the right people, deliver the right message, and create the biggest impact.
Building a Video Marketing Strategy
Your video marketing strategy should be built around your business goals. But more specifically, you should define the goals of every single video so you know why you’re creating that type of content.
For example, do you want to create a video for every step of your sales funnel? This means you will have to create a series of videos that introduce visitors to your brand, products, and services. You need to create an introduction video that talks about your brand and business, and then later on create a product video for every single offering.
Your videos could have different goals: awareness, consideration, and decision are the most common video marketing goals.
Videos made for awareness aim to make viewers realize that they have a problem—and that you can provide the solution. These videos are meant to attract more people to your brand. It’s hard to sell your product if people don’t even know you exist. To fix this, you need to create videos with the goal of raising awareness for your business.
Another goal for your video marketing is to target people who are considering their options to solve the problem that they’re facing. Maybe they are researching for solutions or asking around for recommendations. Your video goal is to prove that you are the right option for them.
Finally, those who are in the decision-making stage are prospects that have almost found the right solution and are ready to make a purchase. Your video goal is to stay on top of mind so that they spend their money on your business instead of taking it elsewhere.
Your video marketing strategy could revolve around proving you are the best in the industry. Or you could use video marketing to create a relatable persona. You can even use videos to prove you are a thought leader by creating tutorials, how-to videos, and other video guides.
There are many different ways to formulate your video marketing strategy, and it’s really all about your specific business goals.
Refining Your Video Marketing Strategy
Your business goal shouldn’t be the only factor you take into consideration when creating a video marketing strategy. You also need to figure out who your intended audience is. It’s hard to make a coherent video without knowing who you are talking to.
If you create a video without a particular audience in mind, it is much more likely to flop. Those who are likely to convert won’t watch it, and those who do watch it aren’t likely to convert.
The good news is most business owners know their target audience already. This part of the process isn’t too hard. The only thing you need to do is make sure that every video you produce targets the right people.
Develop your buyer’s persona if you don’t already have one. Who is the product for? What do you want to say to your target audience? How will they benefit from your product? With all this information mapped out, you will know exactly who to target with your videos.
Next, figure out where your ideal audience is hanging out online. Are they on Facebook? Are they spending hours on YouTube? Are they totally engrossed by TikTok? Knowing this will help you reach your target audience effectively, because you know where to publish your videos.
Aside from knowing who your target is and how to reach them, you also want to specify the type of impact you want to create with your video. You have to know what kind of message you want to share with your audience. Whether the goal is to make them laugh or make them cry, your video should be able to accomplish that.
Everything from the script, to the props, to the location of your shoot should be geared towards delivering your brand’s message. You have to take all of these things into consideration as you make your video. Whatever emotion you want your viewers to have, think about that as you write and record your script.
Soon you’ll be producing video content on a regular basis. And as much as possible, you should stick with that schedule. Not only will this help you find your rhythm, but it will also let people know when to expect new videos to come out. You will earn more loyal viewers this way.
Choosing the Right Video Type
There are plenty of different video types to choose from—just make sure you choose the one that will help you present your ideas and deliver your messages properly.
There are vlogs, behind the scenes videos, and live videos that give people a more personal and authentic view of your brand. There are how-to videos, explainer videos, tutorials, and step-by-step videos that are educational and informative.
And of course there are also brand videos, product videos, and commercials that are made solely for the purpose of making your brand look good.
Every video type has its own pros and cons. But once you know who your target audience is and what you want to say, it should be easier to choose the right video type to get your point across.
If you want to establish thought leadership in your industry, you want to post more educational videos. Videos with informative content can give value to your audience before they even make a purchase. This establishes trust between you and your prospective buyer, which means they are more likely to buy from you in the future.
Educational videos and tutorials are also amazing when it comes to driving traffic to your social media or website, especially if you use SEO. People love watching tutorials, so come up with videos that teach them handy tips and tricks related to your industry. You can even teach them how to use your products.
Speaking of products, you can create videos that put the spotlight on one particular product or service. By highlighting your offerings, you make it clear to your audience what your value is.
Commercials are brief yet attention-grabbing videos that highlight your business’s best features. It always ends with a clear call to action. They shouldn’t be longer than 30 seconds, unless you’re going for the short film format with a storyline. Commercials are memorable, and they can do really well on social media, and sometimes they can even go viral.
You can also use testimonials for your video marketing. Testimonials are one of the most effective tools in your arsenal, especially when it comes to building social proof. These are honest feedback from actual customers you’ve worked with. Surveys suggest that a lot of consumers base their buying decisions on online reviews—and testimonials can serve the same purpose.
People feel more comfortable about brands after watching satisfied customers speak about their experience. Use these reviews to increase your brand’s credibility so you can convince more people to convert.
Video Marketing for Social Media
Aside from your own website, social media is the best place to share your video content. Everyone is spending time on social media. So all you have to do is find out where your target audience is hanging out online.
Facebook, Twitter, LinkedIn, Instagram, Snapchat, and now even TikTok—these are some of the biggest social networking sites right now. They all target different demographics. You need to choose the right platform and focus on that so you can start building a following.
Another reason why you should learn where your audience is spending their time is because there are recommended video lengths for each platform.
For example, videos on Instagram shouldn’t be longer than 30 seconds, whereas Facebook videos could be up to one minute long. These are ideal video lengths because people don’t always have the longest attention spans. Unless you are giving them something truly valuable and entertaining, they won’t stick around.
Of course, YouTube is also a gigantic platform. It is the biggest video sharing platform in the world. Don’t forget to upload your video content here as well.
The last component of your video marketing strategy is analytics. You need to be able to measure your video content’s success. You need to check engagement, traffic, etc. Most social platforms have their own analytics reporting system, which will come in handy here.
Facebook Analytics and Instagram Insights are two examples of tools you can use for analytics. With these, you can find out what works and what doesn’t, which lets you tweak your marketing strategy accordingly.
We’ve covered everything you need to consider when building a solid video marketing strategy. It may take some trial and error, but you will eventually figure out what’s best for your business. Every company is different, so the video content you create will not be exactly the same as your competitors. Create your video marketing strategy today.