Nick BuchheitVideo marketing works. Research clearly shows the effectiveness of adopting video as a core marketing tool, and as a result, an increasing number of companies producing video. This means there is a lot of video marketing content online, making it more challenging to stand out.
The key to cutting through the noise? A well-thought-out and well executed video marketing strategy.
Defining your strategy and using it as a basis for your projects will help you create the right content and move you closer to your marketing goal. A strategy will help you keep your eyes on the prize and avoid shiny object syndrome. Because you can’t do all kinds of video marketing on every channel. And that’s fine. All you need to do is create the right video content for the right channels. And a detailed strategy will help you know what that means for your company.
1. Get Ultra-Clear On Your Goals
Before anything else, you need to know your why. Why are you creating videos? What are you looking to achieve with your video marketing? Always start by defining your objective clearly, and making sure everyone is aligned around it.
A great way to do this is by using the SMART goals framework to make sure your goals are Specific, Measurable, Achievable, Realistic, and Timely. Examples of smart goals for video marketing can be:
- Create a lead magnet to collect 150 amount of MQLs
- Increase time spent on your website by 50%
- Gain 1000 new followers on Youtube
- Generate 10.000 social media impressions
The more specific you are, the better. The goals you set will impact everything, from how much budget you allocate to what messaging and style of video you choose, so don’t skimp on this step. Sharing this information with the video production team you collaborate with will also help them deliver work that will help you reach your goals.
Related reading: 5 Calls to Action You Should Be Using In Your Videos
2. Define Your Target Audience
Once you know the purpose of your video, it’s time to think about who you’re making it for. Who will be consuming your video content, and where will it be consumed? Who is the buyer persona you’re targeting, and where are they likely to find your videos? Examples of factors to consider when defining your target audience include:
- Age
- Occupation
- Aspirations
- Challenges
- Pain points
- Budget
- Location
Let’s say you’re selling teenage fashion; then your audience is probably hanging out on TikTok or Instagram. While, if you’re selling B2B solutions, you’re more likely to find your audience scrolling on LinkedIn or searching for information on Youtube.
Either way, it’s essential to know exactly who you’re targeting, to be able to know where to meet them – and what to say to them. The most common mistake marketers make is to try to appeal to everyone. But doing so usually means you end up appealing to no one.
Related reading: Youtube Marketing – 10 Steps to Strengthening Your Brand With Video
3. Nail Your Message and Style
When you know why you’re making videos, and for whom, the next question is what to create. Knowing your goal will help you craft the perfect messaging to achieve that goal.
The style, tone, and length of your video will depend on your goal, your target audience, and what channels you’ll be using for distribution. You also need to consider when in the buying process, your customer will be consuming the content.
When you’re at this stage, it’s helpful to closely look at your competition and what their content looks and sounds like. To stand out in the noise, you want to stress the things that differentiate your brand, and you want to do it in a creative way that captures people’s attention.
Related reading: How to Improve Your B2B Video Marketing by Takin Cues from TV Commercials
4. Set Your Video Marketing Budget and KPIs
Before you take the next step and start production, it’s essential to get clear on your budget. Only when you know how much you are willing to spend will you be able to plan your project. A smaller budget by no means equates to a production of lower quality, but it does mean you’ll have to plan accordingly.
The more specific your goals are, the easier it will be to allocate funds to your different video projects.
If you’re new to video marketing, it can feel like a costly endeavor. But put the cost of producing a great video in relation to the return on your investment, and you will find that video is one of the most cost-efficient types of marketing you can produce. 51% of marketing professionals consider video to be the content with the best ROI.
Related reading: Budgeting for Video – How to Decide on the Size of Your Production
5. Pick The Right Video Marketing Production Company
Most businesses will have neither the budget nor the need to hire a full-time video production team in-house. Instead, most companies commission video production to an external agency. Choosing the right one will significantly impact the effectiveness of your video marketing efforts.
Whether you’re producing a brand video, a corporate video, or a docu-style video, finding the right production company will affect how your content performs. Taking the time to find the right team will help you get the most out of your investment.
Ideally, you find a production company that can be a long-term partner for all your videos. This will help ensure a coherent visual style and tone of voice, and it will give the agency a chance to really get to know your business and your goals.
At Covalent, we can help you create a winning video marketing strategy. Get in touch to explore how we can make your brand come alive with authentic video content.