Why is video marketing so trendy? Literally everybody wants to make videos, starting from 10-year-old students and ending with retirees. And sure, any business is thinking about or already actively working on video content nowadays.
How to build a successful video marketing strategy in 2020 and make it work for you?
Let’s reveal the tricks right here, right now.
I am sure you’ll be ready to launch your powerful video marketing as soon as you reach the end of this article.
Statistics prove that video is the most sought-after content type
Without further ado, let’s bring on the numbers and facts:
- This content is easy to use – you can listen to it on the go, often in overlapping actions.
- According to statistics, 73% of users prefer entertaining videos, and 83% watch videos on YouTube. Thus, creation of a YouTube marketing strategy is a natural entry for beginners.
- In 2020, the growth of web traffic towards video is predicted to be more than 80%.
- 90% of users happily listen to recommendations from videos. How can we ignore this tendency?
- Videos collect 1200% more shares compared to the text.
- Both small and large businesses rely on video content. Companies that use video for ad campaigns achieve their results twice as fast.
Building a video marketing strategy from scratch, step-by-step
Be patient and creative. That’s really all you need. The rest can be easily implemented during these eight steps:
Define your audience and tone of voice.
At first, research your target audience: Who are these people — women, men, teenagers? How old are they? What is the average income of each group? What websites do they visit most? You need to know for whom you are creating a product, where to advertise it, what emotions you want to evoke, and what goal to achieve.
Then, select the appropriate tone of voice. Decide on how you want to communicate with the audience – would it be official or friendly? What issues are you likely to face and how will you deal with them? What is taboo for your brand? You should be recognizable by the mood coming from your videos.
A nice example of such unique tone of voice is OldSpice video content. You’ll easily recognize it in the first few seconds.
Convey brand message.
To create profile integrity and not confuse users, you have to broadcast a generic brand message across all channels, and in each single video. Every message your business sends out must be in line with what you want your brand to be saying about itself and what it stands for — its purpose.
If there was some change in your positioning, release a video dedicated to this occasion. Distribute it to all platforms to ensure that users stay tuned to your branding updates.
Allocate a budget wisely.
Spending a lot of money on video production isn’t a guarantee of its success. You can invest thousands of dollars, but the final video can be a total failure. On the other hand, a small budget can harm your marketing strategy as you won’t be able to attract qualified professionals to create a modern, compelling video. So, how do you manage the budget wisely?
Keep the focus on goals and audiences. If your target users are teenagers and students, it’s not necessary to shoot expensive professional videos to grab their attention.
If you work with a solvent middle-class audience, then think about cooperation with some influencer. It can be a blogger or a CEO of some popular company. Keep in mind that the invited person should share your brand values so your audience accept and admire his/her presence.
Video content production itself
Start with planning. Think about how often you are going to release a video – once a week, once a month, or intuitively. What kind of video will it be? Instagram/Facebook live broadcasts, a regular feature on YouTube, videos for advertising campaigns, or something else?
Some great ideas for your video content are the following:
- Interviews – with clients, employees, passers-by, influencers;
- Educational videos with entertaining elements;
- Tutorials and lessons;
- Product overviews;
- Customer reviews;
- Vlogs – the backstage of your work;
- Webinars and podcasts;
Now choose at least 3 different types of videos and form the editorial calendar: topics, possible scenarios, timing, schedule of publication, goals, objectives, calls to action.
When all of the previous steps have been completed, you should understand how to delegate responsibilities between the production team. Define the next things:
- Who creates the script? Who makes the final decision on it?
- Who sets the lighting for video recording?
Do you want to do it by yourself? Start with a live broadcast on Instagram. The video will be saved automatically – no extra effort is needed.
Recommendation: it is not necessary to jump into things too quickly and buy expensive equipment at once – start shooting on the smartphone.
Select video content distribution channels.
Making a video is only half the battle. But how do you make your audience watch it?
These options are available:
- YouTube, Vimeo. These are the first channels that come to mind to everyone who wants to start doing video marketing.
- Your website. If appropriate, share the videos on a blog, or on pages with customers’ reviews or About the company. You can also add a product overview or company presentation on the home page.
- Share the link in all social networks where you are represented. Invite your employees to repost it.
- Share a video via newsletter. Emails are the most private channel of communication with the audience.
Optimize the video for each channel.
Unfortunately, creating one video and posting it in the original format across all channels is pointless. People come to different sites for various reasons. The same person on Facebook and Instagram pursues different goals and is driven by different motives. How do you define the relevant channels for a concrete video and use them as efficiently as possible?
Consider these points:
- Facebook decreases the reach of the post with a link following external websites. Upload the video directly to Facebook, but a shortened preview to make it easier to watch.
- Usually, people visit Instagram to relax and get inspired. The girls are looking here for beautiful, inspiring photos and videos. Use filters on your content be wso it is bright and uplifting. Add a little philosophy to increase your social media shares.
- YouTube is the most sought-after site for video marketing. However, if you want to make adjustments to the video, you have to wait up to two weeks due to the YouTube policy.
YouTube SEO basics
Keep in mind that YouTube belongs to Google which prefers SEO optimized content and has a batch of complex ranking algorithms.
When you upload a new video to your YouTube profile, carefully follow these SEO recommendations:
Title. To get started, select keywords using the YouTube keyword tool or another SEO instrument. Then include the primary keyword in the title of the video and clearly describe what your video is about, using additional keywords.
Tags. Think about what search queries people use to find videos similar to your’s. Include them in the Tags field.
Text on the video. Add intriguing text to the cover image that answers the question – “what is this video about?”
References. Add the link to your website and to your social networks in the video description.
Description. Write a full description of the video with keywords. Tell people what topics the video reveals, who would be interested in it, what benefits the viewers can get. You can also add a Timestamp to make your main idea clear.
Engage the viewers
Remember that your videos plays a crucial role in the sales funnel. Thus, you can’t ignore the significance of the engagement.
Here are some engagement tricks that you can test:
- Release content regularly. People need to get used to the fact that you put a lot of effort to shoot videos and then they will be more eager to thank you by making purchases.
- A call to action can be created in a form of some graphic elements, for example, a CTA button (with a link to the site/another video/etc).
- Ask viewers to leave questions for you in the comments and encourage them to watch the next video to get answers. That is how you can keep in touch with the audience.
- If you record live videos on social networks, encourage viewers to chat. Make live interactions a tradition, e.g, once a week or month.
- Paid advertising is another effective way of promoting on YouTube and Facebook, thereby, increasing the engagement rate since your video directly responds to user’s queries.
Track and test
Test campaigns with different metrics and approaches to understand how to build a successful video marketing strategy. You can try to target different audiences, experiment with scheduling, test various video options – short, long, completed, or rapidly interrupted.
Metrics To Track
- Engagement rate. It means how many people watched the video to the end, how many people left at the very beginning, how many people scrolled the video forward, who followed the link to your webpage.
- Views. Each site counts the number of views. On YouTube, 30 seconds is considered as one view, on Facebook – about 3 seconds. Knowing the number of views on each of the platforms, you can conclude what types of videos people are most interested in.
- Social recognition/interactions. Track such indicators as shares, likes, and comments.
- ROI. Consider the budget and time spent on a concrete video marketing campaign, and what was your result. Was it worth it?
Based on the obtained results and metrics, adjust your further actions.
Viam supervadet vadens
(“The path will be overcome by the person walking it”)
Regardless of whether you are new to video marketing or have been using video to promote your company or brand for many years, you need a clear plan, a kind of roadmap that sets out the goals, tasks, the rules for their interaction and success criteria.
The final strategy will always be a kind of compromise between the desire to increase audience reach and the goal of achieving an acceptable ROI, as well as the desire to realize some creative ideas in the video and the real needs of the target audience. This is how the video marketing strategy is born.
I wish you a lot of inspiration, dedication, and low ad budgets along the way!
About the author
This article was created by Mariya Plahonina. She is a tech-savvy marketing expert working as a CMO at the international digital marketing agency, ReVerb. The company provides a wide range of branding and creative services, including content marketing, SEO, design, social media marketing, email marketing, advertising, and PR.