In today’s digital landscape, video marketing is imperative for brands if they expect to survive. In fact, HubSpot Research reports that 54% of consumers want to see videos from brands they support where the desire for email newsletters is at 46% and social media images are at 41%. If you’re not giving your audience video, you can bet your competition is.
After all, 33% of online activity is watching video and marketers using video grew their revenue 49% faster than non-video users. Why? People love videos and can’t get enough of them. It boils down to the fact that video is a powerful marketing tool that’s no longer reserved for businesses with big budgets and expensive creative teams. As technology moves forward, advances such as smartphones that can shoot in high-quality, 4K video are making video production more accessible to brands of all shapes and sizes. If they want to reach today’s digital consumers to grow brand awareness, boost engagement, improve lead generation and drive revenue, a video marketing strategy is not only doable, but advisable.
Creating a Video Marketing Strategy for Your Brand
Using video is a game-changing tactic capable of everything from increasing engagement to guiding leads along the sales funnel, so it’s time to focus on strategy. First, you want your videos to be captivating. Second, you don’t only want your audience engaged with your brand, you want them excited about purchasing your products and services.
1. Do Your Research
Research is never a bad thing. The more you know, the better prepared you are to tackle whatever challenges come your way. Review industry trends to find your audience and define your goals—who are you targeting and why? Do you want to drive traffic to your site? Do you want to sell more or promote a specific idea or initiative?
At the end of the day, you’re creating videos for buyer personas that have specific ages, locations, genders, occupations, races, income, ethnicity, etc. Everything in each video should be geared toward them because they’re who you’re trying to appeal to. Depending on the video’s goal, these factors will affect your answers to different questions, how you acknowledge problems and their different solutions.
2. Brainstorm and Create a Plan
You’ll want to create a publishing calendar so you never miss a beat with your audience. Decide on video types, the content each video will tackle, the calls to action (CTAs) you plan to use, and so on.
What stage of the customer journey is each video for? Depending on the stage, you can tailor each video accordingly. Each stage addresses different challenges your audience may be facing.
- Awareness Stage: In this stage, your audience is trying to learn. They’re looking for educational content that will solve their problem. You want to position your brand as an expert who can help, meaning you have to empathize and build trust through videos that show off your brand’s personality and offerings.
- Consideration Stage: Your audience is there, they know who you are and what you can do. They’re looking at different options for solving their problems and it’s your job to show demonstrate you’re trusted, credible and the only solution they need.
- Decision Stage: This stage is the close. The only thing left is to seal the deal with videos that show, once and for all, you’re the one they need.
The video types fall into one or more stages. This means making videos that correspond to each stage of the funnel will maximize your videos’ reach and impact to their fullest extent:
- Demo Video: These build authority, showcase products and services and are excellent for all stages.
- Interview Video: Interviews, especially with influencers and high-level management, are good for building authority and pushing the audience through all stages.
- Brand Video: Build brand awareness and convey your vision, mission and offerings. These are perfect for the awareness stage.
- Event Video: Good for awareness and consideration, if you’re hosting an event, conference, fundraiser, or something similar, create an event video with a highlight reel for those who couldn’t attend.
- Educational or How-To Video: These teach your audience something useful and work best for the consideration and decision stages.
- Explainer Video: Explainers teach something to your audience and are good for consideration and decision stages like educational and how-to videos, but go beyond by going deep on why they specifically need your products and services.
- Case Study or Testimonial Video: These work for the consideration and decision stages because they build authority and paint a good picture.
- Live Video: Live videos are all encompassing in the sense that most of the other video types can be or start as live videos. Because of the real-time factor, they’re excellent for engagement and work well through all stages.
- Animated Video: Animation take viewers back to a simpler time and are good for unpacking hard-to-grasp concepts or presenting new ideas. They’re good for all stages because any idea can be turned into an animation.
3. Hit Record
With a plan and strategy in place, it’s time to record. Make sure to consider whether your team is making the video in-house, or are you going with a video production team that can bring the big guns. This can depend on the video type. Some, like live video, are done through social media platforms like Facebook and Instagram. When you decide, make sure your brand’s personality stands out so viewers get a good idea of who and what your brand is.
4: Upload and Promote
You’re almost there. The goal of video marketing is to get your videos seen by as many targeted people as possible, so once final edits have been made, it’s time to upload and promote. Start with social media promotion to get your immediate audience on board, but remember, depending on the type and content of the video, it may be better suited for one channel over another. Make sure to let your email subscribers know you have another video for them to watch, and definitely leverage influencer marketing if you have an influencer attached to your brand.
5: Track Your Metrics
If you think you’re done once your video’s been uploaded and promoted, you’re mistaken. You need to track your metrics.
Analytics and metrics are vital because they let you know what’s working and what’s not, allowing you to continuously improve your marketing strategy. The more data you have, the more informed your decisions will be.
When you start tracking, make sure to follow everything. Many make the mistake of focusing on one metric, such as view count, which leads to a skewed representation of the video’s performance. For example, if one of your videos has a lot of views, but low engagement, it may mean that you’re on the right track, but its tone or message was off and didn’t resonate with your audience. Instead, take a close look at your:
- View count: This defines your reach and is the number of times your video has been viewed. It’s one of the most important metrics to track for brand awareness.
- Play rate: Your video’s play rate is the percentage of people who actually played it divided by its total number of impressions.
- Social Engagement: This includes metrics such as shares, likes and comments, and is a good indicator of how well your video is received by your target audience.
- Video Completions: This tells you how many people finished watching the video. It’s more reliable than view count because some platforms like Facebook count watching only three seconds of a video as a view, which is probably not what you would consider a quality view to be.
- Completion Rate: The completion rate is the number of video completions divided by the number of people who played it, regardless of how much they watched.
- Click-Through Rate: Your click-through rate, or CTR, is the number of times your CTA was clicked divided by the view count. A high CTR means both your video and CTAs are effective, while a low CTR means your content isn’t compelling enough to get your audience to take the desired action.
- Conversion Rate: The conversion rate is arguably the most important metric to watch because it represents whether your efforts are paying off. If we’re being technical, it’s the number of times your audience followed through on your desired action divided by your CTA clicks.