SEO content for a video marketing agency. Client details removed.
Creating a successful video marketing strategy is the most critical step in developing videos that make an impact.
Your strategy will be the blueprint that ensures you’re creating the best, most relevant videos to meet your business goals every time. Here’s what we’ll cover:
- Video goals
- Target audience
- Topics
- Timeline
- Creative
- Budget
Video goals
Why do you want to create videos? It may be to attract new clients, give potential customers important information for decision making, convince them to make a purchase or inspire advocacy for your brand.
Before you begin your video marketing strategy, it’s important to know how each video will help you achieve those goals.
You’ll likely have more than one goal and that’s where a content calendar will help you determine when, where, and how often you need each type of video.
Target Audience
Once you’re clear on the goal, you’ll need to define the audience you’re targeting. What do you need your audience to do, think, or feel after watching your video? If you can answer that, you have a solid foundation.
If you know your audience well – their business problem, pain point, needs, or desires – you’ll be able to create a video that speaks directly to them. Creating a video for a specific “person” with a specific problem will make it much more relevant and actionable.
- Who is it for?
Consider age, industry, location, language, income, title, etc.
- What is the purpose?
Buyer funnel stages: awareness, education/consideration, purchase, loyalty, advocacy
- Where will they see the content?
Website, social media, live event, etc.
The audience should inform every decision you make, from the colors, location and fonts you might use to the channel that you share your video on and more.
Creative Topics
With your goals determined and your audience persona created, you’re well on your way to a sound video marketing strategy. When deciding the creative direction for your video, you’ll need to give your audience what they need so they can do, think, feel, or act in a way that will advance your goal.
Awareness: You may need a video to demonstrate a problem your audience has or provide a solution they may not know. You’ll need to attract their attention and surprise them with helpful news.
Consideration: Your audience may already know about you but they’re deciding between brands or providers. In this research phase, you’ll want to show them why your product or service is the best. A product or explainer video might be a good choice.
Conversion: They’re ready to make a purchase and just need a final push or reminder to do so. Prove why they should choose your product or service over the competition by giving them testimonials or product reviews to convince them.
Timeline
The best-laid plans in the world can fall apart if you can’t achieve them within your timeline. A strategy planned well in advance can help ensure that you’ll have enough time before product launches or significant seasons to prepare your video.
When developing your timeline, consider the approvers your video will have to go through and how much time each will need. Consider a separate timeline for each phase of the process: Strategy, production, distribution and others you might have.
Budget
Having everything above outlined in your strategy will be a good starting point for understanding your budget needs. This will give you a good indication of how much time it will take, the location, props, etc.; you’ll know what you will do in-house and what you’ll need to outsource to your production company.
As every good girl and boy scout knows, failure to plan is a plan to fail. So make sure you have a solid video marketing strategy in place before you begin production. It will save you time, money and help ensure you’re creating videos that perform well for your goals.