Any time you are preparing to develop a video or a series of videos advertising a brand, you need to have a solid strategy in place to ensure your videos actually achieve the goals you have for your campaign.
The plan you create does not have to be extremely detailed at the outset, as the way your first couple videos perform will influence a lot of your strategies moving forward. However, you should at least have a good understanding of how your video content should align with your overall marketing goals.
Here are a few tips to help you create an effective video marketing strategy.
- Know what you want to accomplish with your videos: It can help to create a mission statement of sorts for your video marketing. This statement can sum up the kind of content you intend to make (practical, educational, entertaining, etc.), the target audience for your content and what you hope your audience to take away from these videos.
- Clearly outline the types of videos you will make and their topics: The types of videos you develop and the topics you cover will depend on how you intend to use the videos, what you want the video to accomplish and which aspect of your business they align with. These types of videos can include recorded webinars, interviews, how-to videos, company culture videos, customer testimonials, branded storytelling videos and documentaries/case studies. If your intent is to inform potential customers about the benefits of your product, a testimonial video or case study might be a good idea. If it is to enhance your brand and create an emotional connection with your audience, branded storytelling is the way to go.
- Determine who will create the videos: The level of production quality you need for your type of video will dictate who you have working on its development. Most companies do not have a high-level in-house video marketing team, meaning a third-party agency might be your best bet. But no matter what type of arrangement you create, you should clearly outline who will write scripts, how the approval process will work, who organizes the logistics of the shoot and who is in charge of actually distributing and marketing the video.
- Prepare to properly measure video performance: Measuring the success of your videos should be a crucial part of your video marketing strategy. Carefully consider the analytics for the videos and determine where you can do better and where you are succeeding. Examples of metrics you should pay attention to include drop off rates, click through rates and total amount of video content your leads are watching.
For more tips as you develop your company’s video marketing strategy, contact us today at Spin Creative.