Did you know that 54% of consumers are interested in seeing more video content from the business or brands they support? This is why 86% of marketing professionals use video content as part of their digital marketing strategy.
You’ve probably been sitting on the fence about putting your resources into video marketing for your business. If so, it’s time for you and your marketing team to venture into the video production process.
Are you stuck on how to create a video marketing strategy? Keep reading to learn about the steps you should follow to create videos that will increase your conversion rate.
Understand Your Target Audience
Before you start creating your videos, you have to ask yourself who your target audience is. If you answer this question, you’ll align your video content with what interests the target audience.
Research the type of videos the audience enjoys. Also, find out what channel they are likely to use to watch videos. This research will ensure that you don’t waste your resources on making great video content that no one will watch and creating a video people love.
At this stage, you can review your previous content marketing efforts or stats from your past digital marketing campaigns. You’ll see what your target audience likes and the type of content they engage with most. As a result, you’ll have a better idea of what to include in the video content you intend to create.
Set Your Video Marketing Goals
You should clearly state the goals you want to achieve using your video marketing strategy. Your goal can be to increase brand awareness, launch a product, increase sales or traffic, or a combination of two or more goals. It will depend on what you want your audience to do once they watch your video.
An ideal strategy is to create videos for different stages in the marketing funnel. However, you must be clear on which stage is the most vital to your target audience. Consider the following stages:
If your customers are in the awareness stage, your assumption should be that they do not know your business and how it can help them. As such, your videos should focus on educating the audience and introducing them to your brand.
When your consumers are in the consideration stage, they’re determining whether they should trust your products to solve their problems. Your video content should demonstrate why people should choose your products. Its goal should be to increase the conversion rate by pushing prospects to purchase your products.
In the conversion stage, your audience is looking for something to convince them that investing in your products is the best decision. So, your video content should contain proof of customer satisfaction. This will be the perfect stage to use video testimonials.
Determine the Story You Want to Tell
Your target audience will love a story that keeps them glued to the screen and on tenterhooks. While it’s important to tell a story, it is more important to determine the type of story your video will tell.
Your story should have a protagonist. The protagonist should be a person that your target audience can resonate with. It should also have a conflict centered on the current pain points of your customers.
The story should have a quest. In this part, you should introduce your service or product. The story’s resolution should tell the audience how your product or service will address their problems.
When thinking about the story, ensure you also think about the emotions you want your story to trigger. Do you want it to be humorous, inspirational, or emphatic?
These emotions will determine the choice of words you use in your script. They will also affect your choice of props, locations, and colors.
Decide How You’ll Connect Your Video Content to Your Brand
Your video should be part of your larger digital marketing strategy and brand. This means that the voice in your video content should be the same as the one in the rest of your brand content.
Your brand voice is the unique personality of your brand or emotions that are evident throughout your communications. The voice in your video must align with the one in your blog posts, ads, website, and social media.
Other than the voice, you can incorporate other branding elements into your video. For example, you can include your business logo at the end of your video. Also, ensure that the color palette in your video is the same one people associate with your brand.
If you’re posting the content on social media, ensure they link to your landing page or website. Your videos should also have a unified message across all channels. It won’t make sense if your viewers see different video versions on different platforms.
Think About the Social Proof to Incorporate in Your Videos
Consumers trust a business more if it has positive reviews and testimonials. This is one of the top reasons you should think about filming high-quality video testimonials. Testimonials will increase your video’s credibility and encourage more people to trust your business.
You should be familiar with the tips that will help you film quality testimonial videos. For example, you should provide your talent with interview questions in advance. You can also recommend the attire they should wear on-camera to ensure they don’t wear patterns that interfere with the video quality.
Have a Sound Budget for Your Video Marketing
Pouring all your money into video production won’t automatically translate into a successful video. On the other hand, penny-pinching may negatively affect your video marketing success because you’ll only produce low-quality videos.
For a more accurate budget, you should refer to your marketing goals. For instance, if you’re targeting younger people like Gen Z and millennials, you shouldn’t overspend on video production.
This audience would be interested in short videos posted on social media channels like Instagram. Such videos would also be suitable if you don’t intend to spend much on video content. They will be inexpensive because your in-house team can create the videos comfortably.
However, if you have more to spend, you can consider producing longer videos that tell a story. In this case, you should work with a professional producer.
If you’re looking for a Denver production company, Telideo Productions should be your first choice. The company will help you create a brand story that will grab the attention of your target audience.
Choose a Timeline and Stick to It
When planning all the aspects of your video content, you should have a clear timeline and follow it to the letter. For example, you should have an overall production timeline and a distribution timeline.
Setting a date by which you want to finish the production will keep you and your team on track. You’ll understand what you have accomplished and how much work you still have to do.
The timeline will allow all team members to play their roles as expected. For example, a video production company will know how much time it has to shoot and edit the video. Your marketers will also know when to promote and distribute the videos on various marketing platforms.
Determine How You’ll Promote Your Videos
Once you‘ve created a video, you’ll need to share it with the audience you’re targeting. You should identify the right distribution platform for the videos. Your platform of choice will depend on your audience’s most preferred channel and the type of videos you choose.
For example, if you make short, fun videos, you can promote them on social media platforms like TikTok and Instagram reels. If your video is longer and more informative, you can share it through your website. You can also include the video on your blog.
You can consider promoting your video through paid media. You can choose paid social media posts or native advertising. Still, you’ll have the option of sponsored content and influencer outreach.
The best thing is to use the right balance of owned and paid distribution. Where possible, you can try earned promotion. An example is encouraging people to share your content on their social media accounts.
Determine Which Video Marketing Trends to Leverage
When thinking about how to create a video marketing strategy for your business, you should consider the video marketing trends today. As consumers’ demand for video content evolves, you should find the most recent and better ways to deliver the content.
One trend you can hop on is live streaming videos. These videos will help you connect better with your audience. Live video content will be especially good if you’re targeting Gen Z and millennials, as they are the biggest fans of this trend.
Another trend is producing videos using smartphones. Today, you don’t need expensive equipment or a huge video production budget to venture into video marketing. As long as you have a smartphone, you can shoot a perfect video and edit it for any platform.
Other trends you can consider include vlogs and social media stories. Vlogs will allow you to tell stories about an event in your business.
Social media stories will help you give a daily update on your brand. They will help you connect and interact better with your customers. For example, you can use the Q&A feature on Instagram stories or post polls to get your audience’s opinions about a product.
Think About Video SEO
When creating your video marketing strategy, you should consider optimizing your videos to rank highly in search engines. If your video is at the top of the first page of search engine results, you’ll have more organic traffic on your business website. Visibility will be vital, especially if you’re using videos for small business marketing.
One SEO strategy you can consider for your videos is incorporating the right keywords. Start by researching the search terms your target audience uses when surfing the web for your products and services. Ensure that you use these terms as your keywords in your video description and title.
Other optimization strategies include using engaging thumbnails and including video transcription. Compelling, beautiful, and relevant thumbnails will entice more people to click on your video.
Your video hosting platform should also be reliable. It should ensure that there are no interruptions when your video is playing.
The interruptions may be due to ads, lags, or blurriness. If you’re posting your videos on Facebook, keep them short and include captions.
Identify the Right Metrics to Measure Your Video Marketing Success
How will you know you have achieved your video marketing goals? This is where success metrics come into play. We’re talking about the number of times people watch your videos, the number of comments, likes, and shares, among other aspects.
Each platform will have its own distinct metrics. These will keep you updated on how your video performs. On some platforms, you’ll even see how many people watched only the first four seconds of your video.
Your metrics will depend on the goal you set at the onset of your video marketing strategy. For example, if your goal is to increase brand awareness, your video might have included a call to action (CTA) link encouraging viewers to click and learn more about your product. In this case, your metric will be link clicks.
If your goal was to get more subscribers, you should track your number of subscribers.
There are hundreds of metrics that you can track in video content marketing. You can track the views, clicks, calls, sales, sign-ups, conversation rate, time-on-site, and traffic, among others. Concentrate only on what is relevant to the goals of your video marketing campaigns.
Learn How to Create a Video Marketing Strategy to Grow Your Business
The biggest mistake you can make today is underestimating the power of video marketing in growing your business. Our article on how to create a video marketing strategy has everything you need to start leveraging this marketing tool to increase your brand awareness.
If your in-team is not well-equipped to create killer videos, you can count on our professionals at Telideo Productions. Our professionals will create custom, engaging content for all your platforms. Contact us today, and let’s get started on growing your business through videos.