Video isn’t only for influencers! It’s a versatile marketing medium for ads, social media posts, and website content. Brands across every industry use video to attract and retain consumers. Consumers enjoy watching videos, so it’s a way to engage your audience.
Below we outline the basics of creating a winning video marketing strategy.
#1 Set Your Marketing Budget
The first thing you want to do is determine what percentage of your marketing budget to invest in video content. Even if video is your primary type of marketing, you need supportive content. This might include email marketing, marketing collateral, and other types of digital marketing.
Your marketing budget includes:
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Graphic design software
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Stock photos and videos
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Marketing analytics tools
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Email marketing software
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Video hosting platform
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Social media scheduling tool
#2 Content Mix
Now you need to determine what type of content to create. A common mistake is focusing too much on sales. Sales are the goal, but you must attract, and nurture leads first.
What Is Lead Nurturing?
Lead nurturing is the process of capturing a targeted lead. For example, if you sell a sleep supplement, you might:
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Run a video ad to promote a free eBook on “10 Ways to Beat Insomnia”.
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Send the eBook after a lead provides their email address.
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When leads provide their email address, they opt-in to your email marketing campaign. Leads can opt-out at any time.
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Send a targeted series of sleep-related emails to sell your sleep supplement.
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After a sale, funnel customers into a retention campaign. In this case, send an email detailing the best time to take their new sleep supplement. Also, send a refill email a few weeks before the bottle runs out.
What Should My Content Mix Be?
Developing a video marketing strategy includes segmenting your content mix. Consider this content mix to attract, engage, nurture, and convert leads.
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70% to attract new followers
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20% to engage and nurture existing followers
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10% for direct sales or opt-in to direct marketing
#3 Product Marketing Mix
If you have a large inventory, narrow down which products you want to feature in your videos. Split this between existing best sellers and new products. Also, consider how holidays and seasons influence consumer needs. For example, videos you create for your Christmas promotions.
Primary Demographics
Every product you sell has at least 3 primary demographics. Choose which demographics you’ll target in your videos. Focus on eliciting emotion or solving pain points. Also, consider differentiators within your primary demographics. For example, creating multi-lingual video content.
Secondary Demographics
Marketing on social media and in search engines allows you to hyper-target consumers. This helps you target your secondary demographics. It’s a video marketing strategy that differentiates your brand. Differentiation is key to building a loyal audience. Especially with your secondary demographics.
#4 Content Categories
Don’t create what’s fun for you, consider what your audience wants. It’s helpful to begin by selecting your primary content categories.
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Informative: Informational videos build brand awareness. They let prospects know what you do, how you’re different, and why you should choose them. Find a way to achieve this that is engaging.
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Product explainer: Product explainer videos show how to use your product. Or they explain the benefits of your product.
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Behind-the-scenes: These are a popular choice for B2B video marketing. Share an inside look at your office, operations, or employees.
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Entertainment: Any video designed to elicit emotion. You can feature your products or services in these videos, but entertainment is the goal. Superbowl commercials are an excellent example.
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UGC videos: User-generated content is the modern version of testimonials. They drive conversions by building trust and loyalty. You can ask customers to submit UGC content or partner with influencers. Or use AI to create social-proof video content!
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Product highlight: Customers can’t touch your product when shopping online. So, add a video to your product description. A 3D or 360-degree feature video influences 87% of online purchasing decisions.
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Interviews: This includes podcasts. If you don’t have a podcast, post the occasional video interview. Interview customers, employees, and thought leaders.
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Lives: Going live on social media or in a private group provides a VIP experience. Lives connect and engage by creating a sense of community. Provide a playback link for those who can’t attend.
#5 Video Production
Now it’s time to begin filming! The best video content marketing strategy isn’t effective without quality content. So, you’ll need to master the art of filming, lighting, and editing. Many content creators film and edit everything on their smartphones and computers.
Video Essentials
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Smartphone, computer, and camera
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Green screen, staged backdrop, and props
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O-ring light and other lighting
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Headphones, microphone, and teleprompter
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Script, images, videos, and music
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Video editing and compression software
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AI video production and AI video editing
#6 Platform-Specific SEO
SEO is short for search engine optimization. This refers to how easy it is for search engines to find your content. Every platform provides built-in tools to help drive traffic to your video content. This includes your website, YouTube, and social media. There’s more to SEO than meets the eye, so learn how to optimize each platform.
For example, adding your city and state to your YouTube description as part of your local video marketing strategy.
#7 Promote Your Brand
Every content creator wants to go viral, but this isn’t a realistic goal. Investing in advertising accelerates your results. Social media channels provide goal-specific ad objectives. Run an A/B split test to fine-tune your advertising efforts.
On Facebook and Instagram, you can create ads for:
- Awareness
- Traffic
- Engagement
- Leads
- App promotion
- Sales
- Retargeting
#8 View Your Marketing Analytics
Your website, social media, and ad channels provide marketing analytics. These are in-depth insights into what you’re doing well. For a comprehensive overview, use analytics software. This complies data from all marketing channels.
Review your digital marketing analytics at least once a month. View which videos drive the most traffic and conversions and determine why some videos are underperforming. Also, look for trends in your non-video marketing efforts.
Video Marketing Strategies That Work
The key to online success lies in understanding your audience. Once you understand what they want, cater your content to their current needs. Stay on top of industry trends and listen to customer feedback. This helps you create meaningful content that builds loyal followers.
The video marketing strategies above create a solid foundation for success. Or use them to fine-tune your existing strategy!
