Tips to Adding/Utilizing a Strong Video Marketing Strategy

Matt Adams Branding, Marketing

The data tells a compelling story for the results of video marketing.  https://www.lemonlight.com/blog/60-video-marketing-stats-2018/

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):

  1. Attract
  2. Engage
  3. Nurture
  4. 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.

Target Your Video Content to Achieve Your Goal

You see a lot of how-to videos and some lifestyle videos made by popular brands.  But there are a variety of types of videos to meet each category of video marketing strategy goals.  Below are a few examples. We should link to an example video for each main category.

Attract:

Engage:

  • Testimonial from a happy customer
  • Product Demonstration

Nurture:

Delight:

  • Event: video showing your company participating in an event
  • Best Practices: showing best practices for your goods or services
  • Current Event: video of a past or present current event that’s relevant

Try different types of videos for a given goal to see what will work best for your target audience.  What works for one product or service, may not resonate with customers of another product or service.

Distribute Your Video to As Many Channels as Possible

Get your video out there as much as you can.  The obvious places it should go include your website and in any other publications you normally distribute, such as newsletters, blogs, etc.  Post it on your social media pages. After utilizing all of the free sources to publish your video, where you distribute it becomes more complicated and custom to each situation and budget.  Below are some additional options:

  • Paid social media ads
  • Paid search ads
  • Endorsements
  • Sharing
  • Publicity

Measure Your Success

You might think you should just be focusing on views to see if your video is a hit.  But there is much more to it, and depending on your goals, you want to pay attention to some other metrics as well.

For example if your goal is to Attract and create awareness, then you should be watching views and impressions.

If your goal is to Engage and drive more traffic to your site for possible consideration, then you should be watching your click through ratio (CTR) of ads that you have placed.

If your goal is to Nurture and convert more leads to sales, then you should be watching for an increase in calls, sales, or contact forms filled out on your site.

Conclusion

Hopefully these easy steps will get you going in the right direction for building your video strategy.  Give us a call and DTi can help you down the path of creating and executing revenue driven video marketing strategy.