Feeling like you need a little more oomph in your video marketing strategy? Working your way through these 8 pointers should enable you to get clear on what your video marketing strategy needs to look like to get results
1. Who exactly are you talking to and what are you wanting to achieve?
Before anything else, the obvious point to make is to refer back to your overall business and marketing plans. You will no doubt know your target market inside out but do you need to segment further for the purposes of video and in which case have different video strategies for different customer segments? Are you wanting to increase sales of a particular product or raise brand profile with a new market sector? Think about what it is you want to achieve
2. Think about your brand and company as a whole.
This is where the marketing-centric company really comes into its own. Those appreciating that marketing permeates all areas of a business understand that a video strategy can impact on HR, Sales, Customer Service, Product – the list goes on. What we are saying is think about your customer funnel and at what stage you can be using video and for what. Like with any good brand campaign your target market should want to be your customers, people will want to work for you, suppliers will want to work with you and competitors will be worried.
3. What’s your story?
This is the part where you think about what you want people to feel and then think about what it is you are telling them. Alternatively, it may be better to think about their story and about how you can tell this to them! This is where you can get creative in terms of how you are going to tell the story – do you need actors, animation, personalisation, 360, the list goes on just get creative in the first instance and see where your imagination takes you.
4. Where is it for?
If your strategy is to produce a short series of Facebook Lives it’s an obvious answer. If you are producing a company video and a series of product demo videos then you will likely need a different distribution strategy that includes your own website, possibly/probably YouTube and depending on your other social media presence it may be that you consider Instagram, Pinterest, Facebook and the like. Ultimately, it’s about where your target markets are. Think about the web – not just your website. Equally, if you are working internally and trying to communicate a message to your staff think about how you can get them to engage with your video – do you need to consider personalised videos distributed via what’s app, for example.
5. What do you want viewers to do?
Call to actions are necessary for a video too. Whether you want your viewer to watch another video, follow you on social media or press ‘buy now’ (the list is endless) – you need to tell them what to do with a clear call to action.
6. Who is responsible for what?
There are a number of areas that you will need to allocate responsibility, such as:
- Storyboarding (it’s useful to get clear on how your story will be told. Storyboards are also
good if several people need input)
- Production (actually filming and editing your video)
- Liaising with the production company
- Project Management
- Measuring and reporting
- It’s often useful to use key people across several roles and outsource those roles where you lack in-house resource to your production company.
7. What’s the budget?
It depends on how your organisation works – it may be that you can incorporate your video strategy into your marketing plans and gain budget approval at the beginning of your financial year. Alternatively, you may need to put together a business case at other times of the year. It’s chicken and egg – some company’s like to have a budget to work with during the creative process, others like to look at what they want to achieve and then request budget. It really depends on your organisation’s culture. But… you will need a budget to work to. Think about the return that you require too. You will then be ready for the next point
8. How will you measure what you’re doing?
This obviously relates back to your original objectives and of course your overall business and marketing plan. For video, there are a number of ways to measure,
which is often music to a marketers ears. The obvious starter is the number of views but this doesn’t really relate back to the bottom line so it’s often useful to look at
other metrics too depending on what your call to action is. These could be watch time, shares, likes, comments, subscribes, click through rates, sign-ups and ultimately sales. You will then be able to work out your ROI
Thinking your way through this list will have hopefully inspired you in terms of how best to construct your next video campaign. The team at Ark love getting their teeth stuck into video marketing projects so let us know the details of your next campaign and let’s see how we can help.