Making the Best Video Marketing Strategy for Your Brand
Nowadays, using video to improve your brand’s marketing is essential.
So what kind of video fits your business best?
It can be a hard decision, especially if you’re a relatively new business. But at the end of the day, it’s all about developing a good strategy.
The fact of the matter is, every brand needs to use videos for their marketing strategy. To give you an idea, YouTube receives billions of views every day, while half a billion users on Facebook watch videos. This means that more and more consumers are being drawn towards video content as this trend continues to become popular.
Not every business can keep up with the congestion of new videos. Without a strategy to guide your business, you might end up struggling to reach your audience and generate sales.
A video strategy is a plan of action.
It will help your brand develop and distribute a video that will engage viewers, attract customers, and create a theme for your business that sticks with people long after watching your video.
In our guide, we’ll go through the process of helping you make the best video marketing strategy. But first, you need to ask yourself these key questions:
Who is the Target Audience?
Every business should know the answer to this question before anything else. After all, what’s the point of making a video if you don’t know who’s it for? Many brands will have multiple target audiences, but focusing on a smaller group can be considerably more effective. Your video shouldn’t be made for everybody, because the odds are that it’ll only generate less impact than you’re expecting.
To give you an example, let’s say that your business sells socks. Almost every person needs to wear socks at some point in their lives, so it can be pretty tempting to say that your target consumer is everyone. But you need to consider the sock classifications.
You might have socks made specifically for women who wear revealing shoes. Or maybe you have socks that need to be plain as possible for the average businessman, perhaps ones that have a variety of different designs that a younger generation might appreciate. Instead of lumping them all up together, separate what makes them distinct, and target the demographic audience for each one.
Here are some questions that can help you whittle down your audience:
- Are you targeting males, females, or another specific gender identity?
- What are their occupations?
- What issues do they have that will be solved by our product?
- What’s their age?
- Do they live in a specific place?
- Do they have a specific legal status?
After giving yourself a clearer picture of your target audience, you can start how to create a marketing funnel for them. Here are the key stages you need to accomplish:
Attract
You need to introduce your business at this initial stage. These people might not even know what problem your product solves or don’t know much about your brand. Your main goal is to successfully introduce your service or product by presenting the consumer with their problem. And after empathizing with said problem, you show them your solution. Ensure that your business’ personality and charm cuts across, not just your main message. And it’s also a good idea to educate your audience with relevant information that can supplement your goal.
Normally, the videos under this stage will include industry videos, brand promos, educational videos, and commercials, among many others.
Engage
At this point, your audience should already be aware of the problem they have and are already looking for ways to solve it. So they might be looking through your website or social media to seek out information, look at reviews, and compare your product’s features with another similar brand. They’re basically forming opinions, and what you can do to skew these opinions in your favor is to show them the how and why your product can solve their problem.
If you want to engage your viewers, we recommend you make explainer videos, testimonials, brand videos, or other similar content that your viewer can glean some insight from.
Nurture
Viewers at this stage are already showing positive interest towards your brand by giving you personal information or sending out lead forms, for example. You already have a relationship with these viewers, and all you need to do is develop it further. This is the time to convince anyone who is still having second thoughts.
The videos you need to use for this stage should give your brand value to a potential customer while maintaining their interest. There are many ways you can go about this. For one, you can showcase the benefits of choosing your brand, or you can create a better visualization of your service or product.
You can use videos that display the functionality of your product, connect with your viewer’s emotions or a mixture of both. These include product demos, testimonials, and FAQs.
Delight
Rejoice! Because now, you’ve successfully converted a viewer into a customer! All you need todo now is to keep an open dialogue and occasionally sprinkle in more brand value. This is essential to keeping your customers engaged and loyal to your brand. At this point, what you want now is to make content that will deepen your relationship with the customer and turn them into “brand evangelists” that freely share your business and convince others to try out your services.
Videos that entertain thank and further educate the customer should be your primary focus.
What Core Message Do You Want To Put Out There?
“Buy our stuff!” just doesn’t have a very nice ring to it. Try to think of a few ideas that you want your viewer to digest. These ideas should always correlate to the mission statement of your brand.
Here are some questions to get you started:
- What is your brand selling?
- How is it better than your competition?
- What problem does your service or product solve?
- What single word can accurately describe your whole message?
Here are a few hypothetical answers to these messages:
- Sock company features different lines of socks made for everyone while specializing in long-wear and durability.
- Our company offers a 12-year guarantee and an assurance that our socks last thrice as long as our competitors.
- Our product is built for people who lead active lifestyles and would benefit from durable socks that don’t wear down as easily and keep its quality and shape for a long time.
- Durable
With this exercise, you can get a clearer picture of what your video message should look like. Whether you need to make short posts for your brand’s social media platforms or create an in-depth demonstration of your product, you can create a lasting impression on your viewers and a better understanding of your brand.
How Do You Disseminate Your Videos Online?
What online platform should you post your videos on? Properly promoting and distributing your videos is just as important to its success as its actual content. After all, your videos won’t just magically give a ton of sales and leads without a little bit more effort on your part.
Consider every method of distribution from your brand’s website or email list, ads, press releases, and republished content. The place where you post your videos holds a large influence on the tone and length of your content. For example, reaching an Instagram-based audience needs a more fun-centered and aesthetically pleasing content that should only last a few seconds. The email format gives room for technical reviews, Q&As, demonstrations, and more.
Experiment with every available social channel at your disposal (Instagram, Facebook, Pinterest, Snapchat, YouTube, Reddit), your email segments and newsletters, your website, and everything else. Make sure to fine-tune your video depending on the platform. For instance, posting on a social media platform needs flashy and short videos that can catch the viewer's eye and set it apart from an endless feed of other videos. Videos for your website could be a bit longer, but just as inviting.
The Aftermath: Measuring Your Success (Or Failure)
Your strategies rely heavily on your video promotion and production. But if you don’t create a specific metric to determine your success, you won’t have an accurate way of finding out if your videos actually impacted sales. This could potentially lead to a large waste of resources.
Set your goals by using Key Performance Indicators (or KPIs). These values provide a numerical measurement that you can obtain from analytic or video hosting platforms. They give you a clearer idea on the interest of your audience, and the odds of them converting.
Common KPIs include:
- Impressions
- Views
- View-Through Type Rate
- Unique Users
- Watch Time (Drop-Off Type Rate)
- Comments
- Shares
- Likes And Dislikes
- Sign-Ups
- Clicks
Try to track all relevant KPIs so you can compare the success of your video with past or future projects. This way, you can directly tie the rise of sales with the release of your video.
We recommend that you enroll in the services of CRM software and advanced tracking systems so you can learn from your published videos and make the next ones better.
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