7 Steps to Creating an Effective Video Marketing Strategy
On average, this is probably what your routine looks like this:
The 7.00 a.m alarm
you've set on your smartphone goes off. You wake up to turn it off. Then you
unlock your screen to check for emails and messages you received overnight.
The toaster goes off, and your breakfast is ready. You enjoy your PB&J while scrolling through Twitter to see what's going on and watch some videos you find enticing. On slower mornings, you choose to see what's trending on YouTube or turn on your TV to catch up with the local news.
On your way to work, you
encountered several video billboards with ads from several brands you know and
countless other brands you don't know.
Now you're at work, and
you turn on your computer to do your job. Doing online research on work-related
stuff, having Skype meetings, and maybe check on your friends on Facebook now
and then.
Once you're home, you
immediately check your smartphone for messages and load up Netflix to catch up
on the latest episode of that one show you're following.
Suppose the screen is
everywhere throughout your day. Like it or not, digital videos are taking over
the majority of our lives.
According to Statista, 81.1
percent of online users in the United States accessed digital videos online.
This number is projected to reach 83.3 by 2020.
What does this mean?
Our daily lives are
intertwined with digital video content, and as we're shifting towards a more
digital lifestyle, so are the marketing approaches that companies use to reach
us.
How much-branded content
(NOT ads) do you think is involved during those hours you spend looking at your
computer or smartphone screens?
Chances are, this video
might have been played on one of the video billboards on your way to work. Or
you've stumbled across that video in your YouTube or Facebook feed. And perhaps
you're wondering how these things can reach you even though you don't like
Gatorade.
Here's the answer: an
effective video marketing strategy.
A Brief Introduction To Video Marketing
A video marketing
strategy is a list of steps and directions formulated by a team of marketers to
amplify the reach and results of a branded video. An effective video marketing
strategy takes a while to develop. You can be sure that the folks over at the Gatorade
marketing office cooked up the plan for this video long before it was the
script.
The reality is, these
days, we're so connected that we're only an arms reach away from branded
content. If you're a marketer, you should have realized this and adjusted your
strategy to turn this video-ridden era into magnificent growth for your brand.
But, how do you cook up
an effective video marketing strategy to reach your target audience and
generate as many results as possible?
This article will guide
you through the steps to formulate effective video marketing strategies from
scratch.
#1. Understand The Purpose of Your Videos
To measure the success
of your video marketing, first, you need to know what you want to achieve with
it.
Generally, there are
five purposes of a video marketing strategy:
Increasing Conversion
& Sales
A statistics compilation
by Insivia says that including a video on a product landing page could improve
the conversion rate by up to 80 percent.
A recent report
published by HubSpot also says that 99 percent of respondents who have used
video marketing will continue doing so in the foreseeable future. That says
enough about the efficiency of videos in the eyes of marketers.
WordStream suggests that
you use the lead capture form in the earlier part of your videos to improve
your odds of scoring hot leads.
Improving Brand
Awareness
Videos also work as a
great tool to boost brand awareness.
You might be familiar
with Neil Patel, an infamous content marketer who relies heavily on long-form
articles to build his expertise. He admits that videos still help him expand
his audience and bring in new leads, even with his blog post-oriented content
marketing reputation.
Maintaining Customer
Base
Maintaining an existing customer service
base can also use videos. Depending on the product or service you provide, you
can create an array of topics surrounding frequently asked questions, new
features, or general use-case tutorial videos.
Ahrefs, a prominent
keyword research tool, uses video to maintain their existing users by showing
them tips to use their agency and highlighting new features in the product.
Public Relation
Public relations and
corporate communication are two essential images that any big brand should
manage adequately. Generally, all the videos you publish contribute to your
brand's image to the public.
However, using videos to
address specific PR issues such as public backlash and employee-related cases
has proven valuable and practical.
Website Page Enrichment
Videos also work wonders
when it comes to adding more flavors to your website. Whether on the homepage
or a supplement for your latest case study. There's always a plus of using a
video.
As a rich media, a
well-optimized video could take your page to the first page of search engine
result pages (SERPs) -- more on this below, keep reading!
#2. Determine The Topics And Types You'll Create
The first thing you need
in establishing a reliable video marketing strategy is to determine the topics
of your content and the types of video you'll develop them.
Let's talk about topics
first.
The topics you use for
your video marketing should be relevant to your niche and reflect your brand's
expertise and views. It's proven that if a brand has opinions that resonate
with a group of audiences it always results in positive responses.
Take, for example, this
branded video from Dove (yes, the shampoo brand -- not the fowl), in which they
reflect their brand's view on self-love and acceptance as opposed to following
the beauty standards set by society.
Another brand that's
famous for its video marketing strategy is Nike. The majority of their video
reflects the brand's views on sportsmanship, hard work, and achieving dreams,
echoing their infamous slogan: Do It.
Now that you have a
clear understanding of how you should decide the topics for your videos, let's
talk about the type of videos to use.
Branded Content
For the uninitiated,
branded content marketing is often
associated with entertainment content such as creative skits and videos. The
purpose is to resonate with the customer persona on an emotional level rather
than selling a product. This type of content is excellent for gaining virality
and generating organic brand recognition in online platforms, mainly social
media networks.
Partnership with
Creators
Creator partnership is
subtle advertising which is an ambassador by influencers and social media
personalities. As opposed to paying for advertising spots on Google Ads, Facebook
Pixel, or other advertising platforms, you pay a creator to give a shout-out
for your brand to their followers.
Advertising
In-stream and on-site
advertising should only be a supplement to support all other organic video marketing
efforts. Since it requires a constant budget stream to run, you should consider
this a tertiary option to boost your video's reach (if necessary).
#3. Establish Who Will Develop Your Videos
Now that you've figured
out what you want to achieve with video marketing, as well as the topics and
types of videos you want to create, it's time to decide who's going to make
them.
There are two possible
options:
Making Your Video
If you're a believer in
the statement "If you want something done right, do it yourself," --
then you're going to make your video.
Making your videos
requires you to allocate time and resources. It's the list of things you'd
likely be spending money on if you decide to make your video:
● Camera kit (for live-action videos)
● Microphone
● Lighting
● Studio/space
● Computer (for editing and animation)
● Software (for editing and animation)
Hiring An Agency
Deciding to hire an
agency (like many other companies) is a more sensible option if you're low on
resources and time.
Here's what you should
be looking for in a video production (or marketing) agency:
● Solid and genuine portfolio.
● Past client's testimonials.
● Eligibility for you to be involved in the
project.
The last point is
crucial because not only are you the client, and you know better about your
product and brand than they do. It should imply your expertise throughout the
video for it to succeed.
#4. Choose Your Content Distribution Platforms
Once your video is
finished, you need to choose which platform you will publish it on first. It's
important to note that it's completely okay to use multiple platforms, but it's
recommended to prioritize one where most of your audience is.
Here are several
reliable video content distribution platforms to choose from:
● YouTube
● Facebook
● Instagram
● Vimeo
● Twitter
#5. Optimize Your Video for Search Engines
Before you upload your
videos, you should optimize them to get the best possible outcome. If you're
reading this, chances are you are familiar with Search Engine Optimization
(SEO).
The thing about search
engines is that each site listed above has its algorithm for choosing which
content to show first.
However, there are
similarities across all the platforms. Regarding which part of the video their
crawler bots are looking at.
Write an Enticing Title
The title is the heading
of your videos -- it means your title should be a perfect mix between valid
content and click-baiting. Also, don't forget to ensure that your video's
metadata is the same as your intended title.
Use Your Target
Keywords in The Description
Search engines still
rely heavily on text to determine whether a video is an excellent candidate to
show for a query. In other words, crawler bots can't "watch" a video
to determine its content. They only "read" the video and decide if
it's related to a query.
Using your target
keywords in the video description helps crawler bots decide if it is related to
a query. However, avoid keyword stuffing since it could impact your video
negatively.
Make Use of Tags
Many SEO experts are
still debating whether or not tags are helpful for crawler bots. Nevertheless,
tags are helpful for a more effortless content organization for both you and
viewers (if they want to browse your other videos).
Customize Your
Thumbnails
"Never judge a book
by its cover" is a good school of thought -- but not for videos. For your
video to get clicks, you need to make the "cover" look inviting.
You'd be surprised by how much of a difference a simple thumbnail change can
make.
Build Backlinks to Your
Video
Spreading the word about
your new video to your friends and followers is never a bad thing to do. Even
better if you could build a backlink to it. The more link you can get to your
page, the more reliable it will be in the eyes of search engines.
#6. Measuring Your Video Marketing Performance
In every marketing
campaign you launch, you should always measure the metrics to indicate results
-- video marketing is not an exception.
Here are the key metrics
that you should pay close attention to in your videos:
Drop-Off Rate
The drop-off rate is the
percentage of people who don't do what you'd like them to do. This point could
mean many things for videos, including clicking on-screen Call-to-Action,
finishing the video, or subscribing to a newsletter.
If you're still new at
video marketing, you can start by monitoring how much of the video people are
watching -- this is called audience retention rate. The more people tend to the
entirety of your video, the bigger the audience retention it has. That means
you've found the right video formula that video could use for your future.
Click-Through Rate
Click-Through Rate (CTR)
is the percentage of people who click on a link. In video marketing, CTR could
mean two things:
● Watch
Click-Through Rate
Watch Click-Through Rate
is the percentage of the number of times your video shows up in a search result
(e.g., YouTube) and the number of times people click on it.
● Link
Click-Through Rate
Link CTR is the number
of times people who have watched your video click on a link you attach to the
video (or the description).
#7. Consult the Experts in Creating Branded Videos
Breadnbeyond excels in
creating branded animated videos, or commonly known as an animated explainer video,
for startups and established brands from all over the world.
Author Bio
Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video
company. He helps businesses increase conversion rates, close more sales, and
get positive ROI from explainer videos (in that order).
Twitter: @breadnbeyond
Email: andre@breadnbeyond.com
LinkedIn: Andre
Oentoro