Maybe you already know that video marketing is valuable. You’ve read articles about it, or you’ve had a positive video marketing experience. What’s next? Do you want to build or expand your video marketing strategy?
Like any marketing strategy, your video strategy will include the specific goals that you want to target and the video tactics you will use to achieve those goals
These goals can by anything from driving more web traffic, increasing brand awareness, engaging your customer base, or connecting with your current customers.
Next we need to determine several details:
- What type of videos are best for each type of goal?
- Where should videos be posted?
- When should they be posted?
- And plenty more!
In this article, we’ll be sharing some easy tactics to get started with your video marketing strategy.
Create a Proper Video Marketing Strategy
Maybe you’ve jotted down some goals and have some ideas of videos you would like to produce. Great! You’re off to a good start. But let’s take a step back and make sure you’ve answered some foundational questions.
- Who is your target audience?
- Where in the sales process are you trying to connect with them?
- What service or product do you have that they are they in looking for?
- Where on the internet are you trying to connect with them?
- How do you measure success?
The first three questions are the most imperative. They are the main tenets of all marketing strategies. If you don’t know who you are marketing to or what message you are trying to convey, you are at a high risk of missing the mark all together.
Most marketing goals fall into four main categories (and video marketing is no different):
- Attract
- Engage
- Nurture
- Delight
Each category correlates to specific marketing goals. For example if you want to increase brand awareness, then you have an Attract strategy. If you goal is to drive traffic to your site, then you have an Engage strategy. If you are trying to convert more sales, you have a Nurture strategy, and finally, if you are trying to retain current customers, you have a Delight strategy.
Once you have decided what the goal is of your video marketing strategy, you can be very targeted in your approach and messaging.
Leave the Filming to the Professionals
Use a video production company or videographer to do the actual filming and editing of your video. The goal of your arrangement with them should be to get as much content as possible. You want whatever video that you created to be used multiple times in varying situations, not just once. If it’s used only once, it becomes an expensive endeavor and you may not get enough value.
Instead consider having your video production company come to your location to shoot plenty of footage that can be used now and in future videos. The quality of the video should not be the measuring stick, since individuals can shoot high-quality video on an iPhone nowadays. So aim for quantity of video footage over quality.
The messaging will be the most imperative part of the video rather than the production quality.
