Rare is a business success that isn’t preceded by meticulous planning. The same goes for the digital video world as well. Sure, anyone can make a well-watched, even a viral video, by chance, but a sustained success demands a specifically stated video marketing strategy. There are unskippable steps to be made in regard to planning the video presence of a business, regardless of if it is a personal brand, family endeavor, or a huge corporation.
Like any business strategy, video marketing requires knowledge about the brands:
- target audience
- target audience’s digital habits in terms of hangouts, shares, likes, and buys
- target audience’s needs
Video Marketing Strategy Essentials
Depending on the purpose of the videos you are making your video marketing strategy can be a tool for growing your audience or making conversions.
With predictions that video traffic will account for 82 percent of all consumer internet traffic by 2021, better get your viewers in time. Some video types that are best used for this, primary, goal. Others can achieve both purposes. However, at the very beginning, it’s only logical to focus on gathering a larger audience. Which will, in turn, serve as a deeper pool to draw leads and conversions from.
Videos For Growing Audiences
Before we buy from someone, we must know, trust, and like them. And this counts double in the oversaturated markets of 2018. The best way of earning someone’s trust is to educate them while displaying your knowledge.Use the following types of videos when you aim to grow your audience: educational videos, entertainment videos, brand videos. Click To Tweet
Use the following types of videos when you aim to grow your audience:
Educational videos. How-tos, reviews, explainer videos, tips and tricks videos, webinar videos – all serve to provide value for the viewer. These videos are most likely to be searched online and will be the gateway to your brand. People are also more likely to share educational videos, hence the growth and establishing a connection with the brand since they’ve stuck up for it by spreading its video.
Entertainment videos. The humorous videos are what most people watch, they even get the viewers attention even when the topic behind the jokes isn’t interesting to them. Not easy to pull off for most brands, but highly effective.
Brand videos. Advertisements are direct and recognized for their agenda, but are still effective if the videos are well done and the brand is presenting an important subject to the viewer.
Videos for Making Conversions
Even the companies that are strictly video-based and get most of their profits from video monetization, offer some sort of an additional product or a service. A paid premium subscription, a video seminar, a song, merchandise. Which is why videos for making conversions are a necessity.Awareness videos, examination videos, closing videos are great for making conversions. Click To Tweet
Awareness videos. These are the videos from the beginning of the sale funnel. When the actual conversion is the furthest from happening. The getting to know the brand part for the customer. Those are the ads, brand representing videos, and how-to videos in their secondary role.
Examination videos. This is where the customer is making the conscious decision on whether the product or service is right for them. Explainer videos, demonstrations, video reviews, unboxing videos – all help the customer familiarize with the brand’s offer.
Closing videos. Customer testimonials are key here as nothing creates more trust than another person vouching for the quality. Even if it is a stranger. Brand videos are a weaker alternative, but can still do the job if done properly and able to present the company in a good light.
Examining these types of videos should help any brand devise the plan for their video production in accordance to their industry, target audience, and other specific variables.
But that is not all.
Video Marketing Strategy – Pre-Production
After deciding on the type of video you need, it’s time for action. But there’s no need for directors and actors (especially if the budget doesn’t allow it). The most important element of pre-production is to not get discouraged by the new waters and to make do with the equipment available to you. We’ve already talked about the basics of video publishing here.
The least-new and scary way of offering value to the video viewers is to transition old text articles into the video. For example, we at MOW Player have THE STORYTELLER feature which enables that through a simplistic, intuitive-to-use CMS. Even several videos per day can be produced like this if the text library is big enough.
Video Marketing Strategy – Delivery
The fact that people are watching videos over 1 billion hours every day won’t do much good for you if your videos are not able to reach them. Social media is a must. Priority of specific social media profiles should be made based on the knowledge of the target audience. Most of the online video players available right now, much like MOW Player, offer easy or automatic sharing of videos to YouTube and Twitter option. When should the videos be shared? On which platforms? And How will engagement be encouraged? Are the questions that need answers in the video marketing strategy phase.
Video Marketing Strategy – Metrics
Decide on the most important metrics for your business and monitor them. Video plays, social shares, playtime, video popularity during specific times – all will be the best indicators for what is working and what needs to be addressed.
Video Marketing Strategy – Sustainability
The digital world is at the lightning speed right now and videos are constantly being produced replacing the old ones. In order to ensure that video-making hard work is maximized, you need to secure video views across your new and old videos. One of the ways to do that is by utilizing MOW Players Video Article feature. A small widget for displaying older videos one-by-one on any webpage, enabling browsing of older content for viewers without promoting it additionally.
Video Marketing Strategy – Monetization
Making a video marketing strategy shouldn’t be looked as an expenditure. Not just because it will result in gains through exposure and conversion, but because it’s now easier than ever to monetize video views. Advertising space on videos can be sold to individual companies, or it can be plugged into the ad selling space programs, ad networks and ad exchanges, which do the work on their own at a split of a second. Raking in the money automatically.
Strategic Planning Leads To Success
Consider the world we are living in for a moment. The attention span of online users is getting smaller each day. Mobile devices are taking over screen time from TV, desktop and laptop screens. Video creation has become budget friendly and more brands are fighting for attention than ever before.
It’s no wonder video has moved from an added element of an overall marketing strategy to a crucial piece of your content creation and audience engagement. Eventually, crafting a video marketing strategy will end up not saving time and resources in the long run, but earning them.
The only concern you should have is are you doing enough in that regard?
We’ll take care of the rest.