Digital marketing is highly dynamic, and with the new trends coming up daily, businesses must adjust accordingly to enjoy a competitive edge and business growth.
Video marketing strategy has grown to incredible levels that failing to leverage it will mean loss of business opportunities, prospects, leads, and potential return customers.
That said, how can you successfully launch a video marketing strategy? Why is it important?
Let’s explore this and more!
Table of Contents
Video Content Strategy Explained
Video content strategy is the art of using videos to market and promote your products and services.
The goal is to reach your audience, create awareness of a new product, increase engagement on social media, or educate your audience.
You can use short or long clips depending on the goal and target audience. Popular video types include:
- Educational videos
- Personal videos
- Explainer videos
- Product videos
- Video reviews
- Video ads
Importance of Video Content Strategy
Did you know that YouTube is the second most visited website, after Google? Also, according to Google, 70% of people have bought a product after seeing an advertisement on YouTube.
Also, with over two billion logged-in users every month, 52% of users search for a specific brand. With these statistics, it’s clear that video content is a great way of increasing your ROI. Here are the top reasons for using video content in your marketing strategy:
1) Video Content Appeals to Mobile Users
With over 77% of people using tablets and smartphones to watch videos online, it’s clear you won’t go wrong with videos.
Most people are also more likely to watch videos on their mobile devices than on computers because of accessibility and portability.
2) Videos Increase Conversions and Ranking
Since YouTube is the second most searched website, your online visibility will increase if you post videos regularly.
With proper keyword research and embedding videos in your posts and pages, you’ll increase page quality and views. Moreover, they will increase the time people spend on your site, increasing ranking.
The sales team can also use videos to reach more people and will convert better.
3) Videos Increase Social Shares
TikTok and YouTube are purely video marketing platforms. Other social platforms like Twitter and Facebook report more engagement when videos are used.
When the videos resonate with the consumers and customers, they’re more likely to share with others in their circles.
4) Videos are Great Tools for Informing, Educating, and Building Trust
Customers and consumers enjoy seeing videos from their preferred brands. Most people watch how-to, educational, and product/brand videos.
With high-quality videos, you’ll increase your brand reputation. Your leads will trust you more if they can see the faces of the people behind your brand. There will be a deeper human connection and a better chance of loyalty and growth.
How to Launch a Video Content Strategy
1) Know your Audience and their Goals
The first thing is to know who your audience is, the social media platforms they spend time on, and what kind of videos they prefer.
You’ll need to research and come up with data to help start setting goals. Do you want to educate, inform, create awareness or sell a product?
2) Involve Important Players in your Organization
The planning phase will involve the marketing, customer service, sales, and content marketing teams. Without their involvement, you’ll miss or overlook important elements that could undermine your efforts.
At this stage, you agree on the goals you want to achieve through the videos.
3) Budgeting and Important Timelines
At this stage, determine what it will cost you to create the videos you stated above.
Plan for every process, such as brainstorming, script writing, production, editing, and uploading the videos.
Create realistic timelines incorporating possible delays so that you’ll still deliver the video on time if the unseen happens.
4) Decide Which Platforms to Promote your Videos on
After producing your high-quality video, you’ll need to promote it to reach your target audience. You can promote it on various platforms such as YouTube, Facebook, LinkedIn, and Instagram.
You’ll need to repurpose your videos for different platforms.
For example, you can share a snippet of your video on Facebook and leave a YouTube link to the full video for your audience.
5) Customize the Message for your Videos
You want to avoid making generic videos. Instead, ensure they’re focused and targeted to your buyer persona. This means you may have to tweak your videos to suit the different people watching them.
You could create videos for specific platforms and sometimes repurpose them to save on time and cost.
6) Determine Important Metrics
What does success look like to you? More social shares, longer watch time, higher conversions, or more repeat customers?
It’s time to set important metrics that you’ll evaluate to measure success. Be careful not to pursue vanity metrics. Ultimately, your video marketing strategy should help you achieve your goals.
7) Measure Success
Now that you’ve determined the metrics that matter to you, it’s time to monitor and evaluate. Check your metrics and know what you’re doing well and where you need to improve.
You can set timelines when you want to check metrics and act accordingly.
Final Thoughts
If growth and increased revenue are upfront in your business goals, then a video content strategy should be non-negotiable. You don’t need a huge budget to get started. Even with your smartphone, you can shoot high-quality videos to reach your consumers and customers.
Ultimately, you’ll enjoy more sales, increased brand loyalty, and better conversions. Follow the steps above to get started on your video marketing strategy!