How to Create a Video Marketing Strategy That Works
Video marketing has grown more powerful than ever. One big reason behind its growth: The audio-visual medium is one of the most effective platforms for telling stories. And in today’s market, the ability to tell a good story is essential to gaining visibility and earning audience engagement.
But successfully creating, distributing and promoting video marketing content takes serious investment. Even if it’s now easier and cheaper to make videos because of the equipment and services available, businesses still need to work doubly hard to make sure their video content stands out from the crowd. And the first step to ensuring this is to know how to create a video marketing strategy that works.
To achieve the best results, make sure the following elements are present when developing your video campaign strategy:
A solid marketing strategy. Yes, video is powerful. But in most cases, it couldn’t stand alone. It should be guided by your overall branding and messaging principles that have been tested and proven to gain the attention and trust of your market. It should also be integrated with other content, such as copy, visuals, podcasts and other formats that are relevant to your target audience.
A clear set of objectives. Many people make the mistake of solely focusing on making their video go “viral.” But mere exposure isn’t enough to get significant ROI. It’s important to define, early in the process, the business goals you want to achieve through your video content. It can be to gain leads, create engagement, direct traffic to your website, and so on. By keeping your objectives in mind, you’ll be able to come up with the right video for every campaign.
Professional help. Sure, everyone can now create a video with an iPhone. But business video production, just like any other form of content production for marketing, should showcase professional production quality and must follow a clear marketing framework. Consider getting the help of a professional video production team to ensure that your video will add to, not discredit, your credibility.
A measuring and monitoring system. Establish a system for tracking the response of your target audience toward the video marketing content you release. Do your target viewers watch your videos? Do they watch it from start to finish, skip only to some parts, abandon it altogether, or play it repeatedly? Were you able to achieve your target objectives? Being able to measure the results of your video campaigns will help you tweak your approach and ensure that your next videos will provide even more value to your business.
