Last updated on March 12, 2020
Business owners and marketers are finally catching on to the benefits of video marketing.
So far, one-third of internet traffic is now video, and over 80% of consumers want to see more videos from brands.
A recent Wyzowl survey showed that 81% of businesses already use video as a marketing tool.
And 65% of the businesses that didn’t (at the time of the survey) planned to start in the following year.
When implementing video, you should expect a lot of changes to your marketing strategy.
Not just expect, but plan for them.
Video content requires different production and promotional tactics from text and images.
Different is not the same thing as hard, but many marketers do not realize this and continue to struggle.
When asked why they don’t use video, 23% of marketers claimed lack of time, and 21% said they were unclear about where to start, and 14% said they were unclear on the ROI of video marketing.
Using detailed steps, I’ll be showing you how to develop a results-driven video marketing strategy for any business.
Steps to Develop a Result-Driven Video Marketing Strategy
- 1 Steps to Develop a Result-Driven Video Marketing Strategy
- 1.1 Study your audience
- 1.2 Set marketing goals
- 1.3 Create a reasonable budget
- 1.4 Choose your top platforms
- 1.5 Develop your brand personality
- 1.6 Encourage user-generated content (UGC)
- 1.7 Optimize your videos for search across all platforms
- 1.8 Integrate video into other marketing tools
- 1.9 Launch advert campaigns
- 1.10 Measure your results and keep testing
- 1.11 Conclusion
Study your audience
Like every other aspect of a business, you need research data for video marketing.
Knowing about your audience’s online habits will make it easier to plan out a video marketing strategy.
You should be able to answer questions like, “Who is my target audience?” “What online platforms do they frequent the most?” and “What type of content do they search for/engage with?”.
Many marketers answer this question by creating a profile known as the audience persona.
It is the profile of a fictional character that depicts the ideal customer of a business.
Whenever you create new content, you have to ask, “Will *insert persona’s name* find this content valuable?”
Instead of thinking of a broad audience of thousands of people, your focus is on one or two audience personas.
You can relate your content to their needs, challenges, interests, and favorite online hangout platforms.
To create your audience persona, start by looking at your current customers.
What are their most defining features?
What are the top solutions they need?
Let’s create one audience persona for a project management software company.
An ideal client will be Jane.
- is 32 years old
- is female
- earns $80,000 per year
- is a team lead at her company
- Works from the office three days a week, then remotely for two days
- spends most of her online time browsing through Twitter and Reddit.
- follows brands that create humor-style content.
Already, it’s easier to determine what Jane may or may not like.
This is because the audience is now one relatable person, not an online void.
You can make your audience persona as detailed as possible.
Add pictures if they will help your creative process.
If you don’t have the answer to some profile questions, interact with your customers.
Ask them questions, or offer a reward for filling a survey.
Set marketing goals
Before you hit ‘Record’, you should establish the end goal of each video.
We shared earlier that 14% of marketers don’t use video marketing because they are unclear about its ROI.
They are right to worry.
The human and financial resources that are invested in video marketing should be accounted for.
Each video or campaign should have a set goal.
Are you trying to sell a product?
Raise brand awareness?
Boost brand engagement?
Or launch a new service?
If you do not have a marketing goal, it becomes difficult to determine if your campaign was successful or not.
Without a benchmark, results cannot be measured.
With a goal in mind, you can begin to plan the more concrete details.
For example, if your brand is launching a new product, you can prepare for product unveiling videos, demos, product review videos, and more.
Create a reasonable budget
As you integrate video into your marketing strategy, it is also important to assign a budget to the project.
Granted, video production is now a lot cheaper than it used to be.
However, team members (and contractors) will often need access to paid-for resources.
As early as possible, plan the full scope of what is required for each video marketing campaign. Then determine your potential expenses and assign a budget.
Your marketing goals all directly or indirectly lead back to the bottom line.
This is the company’s income after all expenses have been deducted.
A goal for every profit-oriented business is to gain returns on each marketing dollar spent.
So while working to create quality videos, it’s also essential to spend in a way that allows for visible profit margins.
Choose your top platforms
It’s always better to concentrate your efforts on your top performing platforms.
Rather than spreading yourself too thin.
Here are some features to look out for:
- Video content support: All social media networks support video content. If you’re using other platforms for marketing, ensure that video integration will not be a problem.
- Target audience presence: you should be taking your content to the audience, not forcing the audience to come to your content. Make your videos easily accessible by using platforms that your target users enjoy. For example, Instagram’s most active demography is between 18-29 years. If your target market is within that age range, then it’s a platform for you to explore.
- Easy sharing: the performance of your videos will also depend on how easy they are to share. Use platforms that offer a one-step or in-app sharing option.
- Analytical data to measure results: the progress of your video marketing efforts should be monitored closely. This is how you measure campaign successes, A/B testing results, and so on. Your preferred platforms should provide analytical data such as impressions, engagement, and audience demographics. These details will be helpful as you plan for future content.
Develop your brand personality
Videos allow brands and their audiences to connect on a human level.
For this to happen, consumers should be able to relate to your brand.
This is why we have brand personalities.
If you think about the most popular brands, their fame isn’t necessarily about the products and services they offer.
It’s about the lifestyles they encouraged.
Nike says ‘motivation’, Coca-Cola says ‘sharing’, Harley Davidson says ‘badass’, and Apple says ‘exclusivity’.
It’s important to note that whether you create a personality or not, your audience will still assign one to you.
The video content you share will eventually form a pattern.
Your brand personality can be quirky, funny, honest, serious, emotional, transparent, and a host of other options.
Just keep in mind that your brand personality should reflect the real-life people who manage your platforms.
In simple words, your brand personality should mirror the company culture.
These personalities need high levels of consistency, which works better if they are not forced.
Encourage user-generated content (UGC)
There are only so many ways you can represent your own brand.
And as much as users may enjoy your content, they will still seek out independent reviews.
This is why user-generated videos are essential to your strategy.
A study shows that consumers trust user-generated reviews more than they believe advertisements.
It’s one thing to see a brand demo their products, and it’s another thing to see a buyer use that product.
UGCs are unbiased and created because the buyers genuinely enjoy using a brand’s products.
One brand with impressive UGC rates is GoPro.
No one questions the value of GoPro cameras.
This is because the internet is littered with videos of people taking their GoPros through the most adventurous events and coming out with their feed intact.
Other examples are Starbucks and Airbnb.
You mustn’t incentivize UGCs too often.
It’s okay to offer some giveaways to customers once in a while.
However, don’t offer rewards for good reviews.
Even if the positive reviews you receive are truthful, their effects could be diminished.
In the eyes of potential customers, those UGCs may not hold much value.
Optimize your videos for search across all platforms
All online platforms have their requirements for search optimization.
It’s helpful to get familiar with their rules and the ways algorithms work.
However, specific rules apply across the board.
The first is the use of keywords.
If your videos allow for captions, always include relevant keywords.
These are potential words that users will type in when looking for content similar to yours.
Keywords make it easier for people looking for your message to find your pages.
Social media platforms also use hashtags, including YouTube.
These are niche-specific words usually preceded by the # sign.
Examples are #fitness and #motivated.
Some hashtags are even brand-related, such as #psl for the Starbucks pumpkin spice latte.
Using the right hashtags in your industry could bring more visibility to your video content as people actively search and follow those tags.
Finally, many people don’t realize that Google also indexes social media posts.
Your social media SEO could serve both on and off the platform.
The more engagement your videos attracts, the better your visibility.
Integrate video into other marketing tools
Videos can be added to your other marketing efforts to boost their performance.
Using video on landing pages could potentially increase conversion by up to 86%.
Videos in emails can lead to a 200-300% increase in clickthrough rates.
You have the option of repurposing video content.
This means reposting videos created for one platform on another.
Just ensure that the message is not lost on the new group of audience.
For example, placing your Instagram Live video on your landing page may not do well in results.
Landing page videos are better constructed, usually with a call-to-action included.
You can also create specific videos for these other marketing tools.
For example, if you’re announcing a product launch to your email list, you can create a short video to support the message.
Giving your audience options on the content format has proven to be beneficial to both brands and consumers.
Launch advert campaigns
While branded videos enjoy some organic reach, there are performance benefits to using paid adverts.
For big campaigns such as product launches, paid ads can help to boost your sales figures.
They also provide broader reach for brand awareness efforts.
Lead generation can also be improved using adverts.
Not only will you see quicker results, but your ads will be shown to users beyond your online community.
Social media and the Google Display Network offer different advertising options to choose from.
For video marketing, the recommended option when advertising with Google is YouTube Advertising.
This campaign format allows your advert to play right before a channel’s video, giving you access to their audience.
Video adverts can also be inserted into social media feeds and Stories sections.
All these advertising platforms provide targeting tools so brands can select their preferred audience.
Marketers can reach the specific demographics they want to connect with, using a wide array of filtering tools.
Advert campaigns don’t have to be big, expensive productions.
You can launch a campaign to fit into any budget, regardless of its size.
Your ads can run for a few hours or a few months.
Just ensure that it has the needed resources to perform and turn in ROI.
Measure your results and keep testing
Closely follow the performance of your video campaigns.
Doing this will help you figure out which platforms and content types are generating engagement.
Using this information, you may decide to discontinue some efforts or improve them for further testing.
The data could also show where your revenue generation is coming from, so better resource allocation can be made.
Most platforms provide analytical data, and in some cases, you can use third-party software for better insight e.g Google Analytics for website performance or Sprout Social for Instagram.
Ultimately, the best video marketing strategy for your brand will come from experience and practice.
The tips shared above will give you a direction on what is needed to start.
If you’re already using video marketing but aren’t satisfied with your results, you can also look at what is missing from your current strategy.
As your audience continues to grow, and new marketing goals take shape, your video strategy should also be adjusted.
When the moving parts of your business and marketing work together, it becomes easier to plan for desired results.
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