Determine what your video content will accomplish?
What’s your strategy in general. What interaction do you want, Subscribe, Follow, Follow link, fill out contact us form, call or visit business.
You’ll want a video marketing mission statement. A simple, one-liner that sums up your service / product / video.
Who are you’re making this content for? Define your target market, outline your target demographic with as much detail as you can. Age, sex,interests, sub-interests, etc.
What should views takeaway from your videos? What is the value added by watching your video? What does it help your audience do, learn?
What are you trying to accomplish and with whom?
Write out your statement like this: “At (Company name), we make (adjective) video content for (specify target audience), so that they (exactly what you want them to do).”
What type of video content you’ll create. Educational videos, Entertaining, Product Demo, Testimonial, A mix? Your brand’s tone and audience’s needs should determine your approach here.
Implement video campaigns across an enterprise. It’s important to outline your video scope. First look to which functions of the business will be using video and whether the assets will be used internally, externally, or both.
For example, if you run a software company, you might want to break video content down as it supports different business functions. Such as Product videos, Sales Training Videos, Support videos, etc. From there, you should decide which types of stories you’ll need to tell under each of video types.
Some other video marketing video types:
- Product videos
- Sales Training Videos
- Support videos
- Recorded webinars
- Helpful how-to videos
- Thought leadership interviews
- Product explainers and detailed demos
- Support-topic walkthroughs
- Company culture videos
- Customer testimonials
- Documentary-like case studies
Great way to approach video campaign planning, is to discover the questions your target audience is asking, and answer them. Not only will you provide value your audience, but you can become the go-to expert on the topic. You’ll also want to build out compelling, brand stories to interact and attract your target audience.
Where will your content be hosted? Whether you’re reusing webinar content, creating how-to videos, or behind the scenes interviews with your management team, you need to know where your videos will live on your website.
While YouTube is an amazing and incredibly important distribution channel, it’s not a complete strategy. YouTube has an interest in keeping people on their site, you can’t really to your own site on the video, only in the description.
To get started with video on your own site. Try incorporating relevant videos into blog posts, or a “Videos Page”. Your Video and content should be organized into categories.
Determine how you’ll measure performance. The same way you track KPIs for written content, you need to track your video’s performance. With video analytics you’ll be able to see which prospects are watching which videos, and for how long, and most important where they are dropping out.
Overall, a video strategy keeps you from creating aimless content. Your videos should have a purpose aligned with your business goals.