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What is a Video Marketing Strategy?

Starting a video-first strategy? Time to refresh those same videos you have used for years? Your brand needs a road map explaining what it’s all about, where you’re going and how you’re going to measure success.

Your strategic plan for video marketing is as critical as the execution. Understanding how much return on investment and brand lift the video content provides should be the end goal. If your company is up and running on video already, good stuff! One big hurdle you have successfully cleared: the fear of getting started. Now’s the time to introduce a strategic plan.

A plan for video marketing will help you achieve your goals and produce video content that reflects the real business goals and the relationship with you seek with your end-users. The trick to counting your videos is to create a purposeful, observable plan instead of random video tidbits with no congruency.

Define Your Video Marketing Goals:

To understand if you’ve achieved what you set out with your video first marketing strategy, you need to set measurable goals. Are you segmenting your goals by setting marketing targets for both sales and your brand positioning? 

Revenue-based targets focus on things like that lead type inquiries while brand goals include things like expanding a better quality email list, driving more blog traffic, or collecting Google answer boxes for targeted keywords.

Brand goals can be as relevant as sales goals, as they help prepare you for future success and often consider qualitative input.

Brand Awareness-

Usually calculated by brand recall and awareness, mention frequency/quality, or video views.

Demand Generation and Conversion- 

Typically measured by lead counts, the effect on conversion rates or influence on sales opportunities and generation of pipelines

Viewer Engagement- 

Measured usually by average interaction (also known as the average time viewers viewed the video)


How to Set S.M.A.R.T. Goals

As with any marketing strategy, a good place to start is to adopt the S.M.A.R.T. target-setting method.


The target should be zero in on one particular aspect of your plan. Saying you want to get more views is fine, after all, but what does it mean?


A specific key performance indicator (KPI) and metrics that can be used to assess its progress should accompany the goal.


The target should be something that is within the department’s scope without “sandbagging” (setting a goal purposely that is not a challenge for the team to achieve). Try to start with a baseline and then decide from there the desired increase (or decrease, as the case may be).


The target should be important to your overall business objectives AND a good fit for the types of goals that video best suits to achieve.


The target should have a timeframe in which it can be completed realistically so that you can accurately measure how successful your efforts were. While some goals can be accomplished in a quarter or two, others, like a year, may require a longer timeline. Go a step further by breaking the overall goal into weekly goals. So, you know what you need to do, every step of the way.


Create a Video Marketing Strategy Mission Statement

Having one of these for your video plan is helpful too, as it gives the team an easy-to-remember reason for rallying around. Your mission should be a simple, one-line statement that answers the following questions:

What type of video content do you plan to make?

Whether you’re moving towards education, entertainment or a combination, the experience and desires of your brand’s audience will decide your strategy here.

Who are you making this content for?

Specify your demographic goal in as much detail as you can. By knowing the customer personas you want to cater to and their pain points, you can’t create great videos.

What should your audience take away from your videos?

Talk about the added value of your content, and what projects or goals it can help your audience achieve. Talk about the added value of your content, and what projects or goals it will help your audience accomplish.


Research Your Target Audience for Video

In order to be successful with video, first, you need to know who you actually want to watch your content. Defining a target audience–and learning what they like, what they need, what their pain points are–can help you create linking video content.

Most advertisers seem to share the idea that they have failed in a big way if they create a video that doesn’t rake in millions of views. Thankfully that’s far from the facts. While a wide scope for B2C companies may be ideal, things in the B2B space are a bit different. Whatever field you’re in, understand that your priorities will be different.

B2B brands often have a more difficult time producing videos for a broad reach, but don’t get discouraged. Not everyone wants your product or service; that’s why attracting and keeping the leads worth pursuing is crucial.

The more descriptive the better as regards the target audience. It’s all right if your material isn’t important to anyone outside the group; you’re aiming to help the viewers decide for themselves.

Start by looking at your company’s client, consumer and/or user already. Research what their tastes for video are: Is it a good medium to meet them? If so, what kinds of videos will work best? From there create a persona for your video audience.

If you don’t have buyer personas in your CRM already, we can help you with this! Next comes the fun part, designing and creating the content. We think about what story you want to share, how you can best use video to do that, what video styles and formats are best suited for telling the story, what kinds of videos your target audience likes and more. 

Let’s discuss your video marketing strategy and begin filming!

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