Recent research found that 33 percent of online activity is spent watching video, and marketers using video grew their revenue 49 percent faster than non-video users because people simply love video.
Step 1: Figure out your content
Whenever I’m on stage at a business event, I always ask the audience to close their eyes and envision their ideal buyer: gender, age, race/ethnicity, location, lifestyle, and more. This mental exercise is the beginning of building a buyer persona, and it’s critical to developing the right content for your audience.
Your buyer persona is your “true north” when navigating your video marketing content strategy. Everything you script, film, and upload should speak to your buyer persona. The content needs to answer his or her questions, resolve pain points, and provide targeted calls to action.
The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.
They key to outlining the content in your video marketing strategy is to look at a calendar and determine your content schedule. How many videos do you plan to publish and at what frequency? Can you cover one video a week, or does two videos a month make more sense?
- Educational videos
- Entertaining or humorous videos
- Practical or how-to videos
- Behind-the-scenes videos
- Tips and tricks videos
- Interview videos
- Recorded webinar videos
- Product explainer videos
- Customer testimonial videos
- Case study videos and more
When starting, choose two or three types of videos and create a bullet list or spreadsheet with proposed topics, a brief outline, and estimated length of the video. Keep in mind that videos up to 2 minutes long tend to get the most engagement. You also want to make sure that each video has a specific call to action for your viewers like subscribing to your email marketing contact list, calling your office, or purchasing a product on your ecommerce storefront.
After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.
Step 3: Divide and conquer
- Writing scripts or talking points
- Setting up lighting and/or green screen
- Recording the videos
- Editing the videos
- Uploading the videos
If you are a one-person crew, you can still make your video marketing strategy a reality, but you’ll need to plan and schedule these different tasks. From experience, I recommend blocking out a considerable amount of time (or using your invaluable weekend time) to prep and record in batches.
Once you’ve recorded and edited, you are ready to upload your video content. It’s important to note that you won’t need to edit or upload your videos if you are filming live. During a livestream, the video simply plays for your audience, and on certain platforms, you have the ability to upload your live video for others to watch later.
YouTube is the second-highest trafficked website in the world with over a billion users and more than 500 million hours of video content watched daily. YouTube is also owned by Google, so you are feeding content directly into the world’s most popular search engine, which provides an SEO benefit.
Uploading videos to Facebook is advantageous if you have a substantial following on the social media giant. In fact, when compared to YouTube links, native videos on Facebook have 10 times higher reach. In essence, Facebook wants to reward you for uploading your videos to its platform.
Vimeo is not as popular as YouTube or Facebook, but its affordable paid subscriptions allow you to upload and customize your videos for placement on your website, landing pages, or email campaigns. A paid subscription removes ads and suggested videos after your clip ends. At BJC Branding, we opted for a paid Vimeo plan, so we could upload video content to our website and share via email marketing.
Step 5: Keep an eye on your metrics
So, you’ve envisioned your audience, fine-tuned your messaging, planned your content, recorded your videos, edited to perfection, and uploaded to the appropriate channels. As they say, “If you’re not measuring, you’re not marketing,” so it’s important to keep an eye on your metrics.
- Total views
- Clickthrough rate (on email or social)
- Conversion (on landing pages or website)
- Social media engagement
If videos have a high level of social media engagement, then your audience is telling you they want more of the same. If you see high levels of engagement, but your conversion rate is low, then maybe you need to bolster your call to action.
If videos don’t have many views nor engagement, then you want to find new ways to promote the video like social media posts or dedicated email campaigns. If, after a second round of promotion, your video metrics remain stagnant, then revisit your buyer persona and reconsider your video topics.
If you have a smartphone, you can get started on your video marketing strategy. You don’t need an expensive camera or a Hollywood crew behind the lens. You simply need to follow the five steps above and know that as awkward as it feels at first, it will help you grow your business in the end. Break a leg!
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