Video is slowly becoming one of the most popular online marketing tactics, and for good reason. Videos are engaging and attention-grabbing, they are favored among consumers, and they are easily shareable, thus being able to reach wider audiences. Helping to build brand authenticity and customer trust as well, it comes as no surprise marketers like video content so much. If you’d like to reap these benefits and develop a video marketing strategy for your own business as well, here is a complete guide you should follow:
Set clear and specific goals
Just like any other strategy, it’s important to begin your video marketing campaign by setting clear and specific goals. Consider what you would like your videos to accomplish, whether it’s raising brand awareness, increasing conversions, or building loyalty. Stick to only one or two objectives when you’re just starting out, and aim to center your content around them. For instance, detailed videos depicting product design and details can be great for new launches, while company culture videos are quite effective at building brand awareness and loyalty.
Choose the right platforms
While it may seem counterproductive at first, it’s actually important to choose the platforms where you will be posting your videos in advance. Different social media websites have different types of videos, as well as different audiences. Older websites such as YouTube, Facebook, and Instagram tend to support several forms of video, while newer platforms like TikTok and Snapchat mostly rely on only one format. The platforms you select will likely depend on the preferences of your target audience, and the video formats you are most familiar with and comfortable using.
Decide on the video types
Apart from video formats, there are also many different topics of videos you can choose from. Determining the video topics that work best for your brand and overall marketing strategy is another important step in developing your campaign. For example, you can choose educational videos to inform consumers and build brand awareness, opt for interviews and testimonials to establish authority, or simply select entertaining videos to engage your audience and emphasize your brand voice. No matter what you decide, just make sure the video type aligns with your main goals.
Pay attention to SEO tactics
Search engine optimization (SEO) is just as important for video marketing as any other strategy. It allows you to appear higher on search results, reach a wider audience, increase revenue, and ensure a successful campaign. If you’ve chosen YouTube as your preferred platform, for example, you can use an efficient YouTube keyword tool to perform keyword research and optimize your videos for higher success. Such a tool will help you find the most relevant and best-performing keywords to implement in videos, titles, and descriptions, and improve your rankings.
Plan the content production
Devising a good content production plan from the very beginning can save you plenty of time and money in the long haul. Whether you write it with a pen and paper or create a flowchart, it’s vital to know how your videos will be filmed. This includes acquiring suitable equipment, writing scripts, creating a storyboard, planning shoots, finding filming locations, gathering individuals to be featured, using copyright-free music, editing videos, etc. If you’re not skilled in this area, it might be best to hire professionals to ensure a smooth and successful production process.
Promote your video content
Once you’ve completed your videos, it will be time to post and promote them. Never think that simply posting your videos on social media platforms is enough. Apart from SEO, your videos should also be marketed through sponsored posts, pay-per-click ads, and similar solutions to ensure they’ve reached a wide audience and gained success. Remember that you can use different clips for each promotion or even splice them together to produce new videos, depending on your needs. Similarly, videos can be promoted several times on different platforms to garner interest, especially when it comes to livestreams.
Know and analyze metrics
The last step is arguably the most important one as well: analytics. You simply can’t know how your videos are performing if you don’t track the relevant statistics. Consider the aspects such as view counts, watch times, likes, comments, and shares. While you have the option of using separate software, every video platform will also have its own native analytics that convey information regarding the performance of your videos. The metrics and data you collect here can then be utilized to analyze the success of your video marketing campaign; just make sure it aligns with your main goals.
The steps mentioned above represent the complete guide you need to follow when developing a video marketing strategy for your business. But as long as you manage to create high-quality, unique, and engaging video content, success will be guaranteed.