7 Steps To Create A Winning Video Marketing Strategy
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Video marketing has become a popular platform for businesses over the last few years. Nowadays, many companies of all sizes are utilising it to reach a wider audience. With more viewers likely to use mobile devices, companies benefit from implementing video advertising into their campaigns. YouTube is the dominant video marketing platform, with 90% of video marketers trusting it.
If you're looking to try this type of marketing, here are seven steps to creating a winning strategy for your business.
1. Understand Your Customers
It is recommendable to start your strategy by understanding who your customers are. Your clients are vital as they ensure profitability and longevity for your company.
Read more: The Power of Customer Obsession
From there, you will know what type of videos may work best for them. Product demonstrations, testimonials, interviews with experts, company tours, and event highlights are the most common types of videos used by many businesses today. With this number of options, it is helpful to have software that provides many important functions in managing your video assets.
Product demonstrations are to highlight business products and services. They are beneficial for introducing new or innovative technology that consumers might not be aware of yet.
Ancillary reading: Understanding Your Customers Is Crucial For Business Growth
Testimonials are best for showing off the positive feedback received from customers. These videos can come in various formats, such as interviews with happy clients, voiceovers featuring quotes from satisfied customers, or even footage of continuous service. With the help of an online video creator tool, you can easily create and edit these testimonial videos, adding professional touches to enhance their impact and effectively showcase the satisfaction of your clients.
Video marketing also works best to promote your credibility so, interviews with experts are also helpful in showing off your knowledge on a relevant topic to your industry. One thing to say you are an expert in something, but it's another thing to prove it by interviewing someone who is.
Company tours are also beneficial because they allow customers to see what your business is like inside. This type of video is excellent for showcasing the physical appearance of the office, explaining what goes on behind the scenes, showing off new renovations or expansions, and so forth.
Finally, event highlights are perfect if you want to showcase something more lighthearted. They're handy for announcing a new product, an upcoming event, or a milestone to be celebrated.
2. Know Your Company’s Goals And Mission
Once you know what type of videos your customers want and need, you can begin to think about your goals. There are many ways to making your company's mission grow: video marketing campaigns can be one of them. Thus, if your goal is to increase brand awareness and visibility online, you probably want shareable videos. If your goal is to improve customer service through better communication with clients, you might focus on videos highlighting the customer experience.
This may interest you: 5 Steps To Build A Personal Mission Statement
Lastly, if your goal is to tell a story in each corporate video that you produce, it can be anything from how your business started to where your company is going in the future. It will help viewers remember your videos and establish yourself as an expert in your industry.
3. Know What You're Selling
You should then know what you're offering to customers. It's advisable to have the ability to explain it in one sentence and also tell viewers why they should buy your product or services. You may also try using statistics to emphasize the benefits of your company. For example, if you can video yourself painting a house in three hours, you can say how this will save your customers ten hours of manual labour.
You can also utilise your Unique Selling Point (USP) to be different from the competition and put it excitingly and dynamically to attract viewer attention.
4. Plan And Create Your Content
Now that you know what content is helpful to your customers, your company objectives, and what your products are, make sure to plan your content wisely. You may adapt the tips below:
- Consistency
Try not to overcomplicate the production of your videos. It's because this could get expensive and time-consuming. It's good to stick to a specific style throughout your videos, such as using the same background music and sticking with one video persona.
To streamline this procedure, you might want to take advantage of Veed, a highly valuable tool for video creation. Veed provides a range of functions intended to simplify video production, including a video trimmer and a video converter. This makes it an essential resource for content creators who want to maintain consistency and efficiency in their video content.
- Show Your Brand Personality
Your company's branding is also a vital part of your marketing strategy. You can show viewers that you are a company worth doing business with if you present yourself in the right light. It means being professional and having high production values, and adding in some humour or revealing a bit of who you are as a person.
- Be Engaging
You can also try to engage your viewers as much as possible. Prompt them to comment or offer feedback so you can establish a dialogue with them. Asking a question or simply asking them to leave a comment at the end of your videos is something you should do. As an extra touch, add voiceover to video content to make it more engaging and help connect with your audience on a deeper level.
Read more: A Micro Approach to Goal Setting and Planning
5. Establish A Budget
Set a reasonable budget for your campaign because it will play a role in the number of videos you can produce. If needed, consider outsourcing your video production to a third-party company specializing in this type of advertising. Also, if there is an option within your budget, consider investing in new equipment that will help improve the overall quality of your videos.
6. Set A Plan And Schedule For Publishing
Once you have a clear idea of what type of video you want to produce, it's time to establish when and where they'll be posted online. You can schedule your videos ahead of time or take a more organic approach by posting them in real-time.
You may also start thinking about different video platforms and how to utilise them. Choices can range from the most popular medium for online video advertising at the moment. However, other emerging sites may be a better fit for publishing your company videos. You may also consider embedding videos into existing content, including your website and even your email marketing.
Don't forget to use keywords as well. Using relevant keywords in your videos will help search engines find them, which results in more views. For example, try to use your company's name, product, or service as much as possible throughout your video without making it sound unnatural.
7. Measure Your Results
Lastly, it's essential to know whether or not people are watching and engaging with your videos. Therefore, measuring its results matter.
You can track several metrics, including the number of views, likes, shares, comments, and any website traffic that may have come from your video. This data will help you determine how effective your campaign has been so far and whether or not it's worth continuing with the next step–creating more content.
Conclusion
Video marketing is a powerful advertising strategy, but only if you know how to unleash its potential. This means learning continuously and working relentlessly until you master the craft. Once you’ve successfully tailored it to fit your corporate business like a glove, you’ll have a winning strategy that’s sure to capture the attention of any audience you set your target to.
This may interest you: Infographic: Video Marketing Statistics
About Author: Alicia Griffin is a corporate digital marketing expert and has been in the industry for over ten years. She's an avid video editor and swimmer and loves to keep up with current marketing trends by reading blogs and attending conferences.
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This article is published by the editors of Leaderonomics.com with the consent of the guest author.
