The use of videos has made a kind of a revolution in digital marketing over the last few years. Virtually all the important numbers – reach, engagement, CTR, conversions or sales tend to increase dramatically as soon as you introduce the format as a part of your video marketing plan. Some of the statistics are borderline ridiculous: for instance, having a video on a landing page can help your conversions rise as much as 80 percent. Furthermore, videos on social networks are shared 12 times more often than text and images together.
All the major corporations have already started taking advantage of video marketing, and a number of small businesses get into the spotlight every now and then thanks to smart use of video content. If you want to jump on the bandwagon, which you definitely should, here’s a few pieces of advice on how to build your first video marketing plan.
Designing Your First Video Marketing Plan
Determine who you want to reach
When developing any sort of marketing strategy, your first concern should be carefully profiling the audience you’re trying to communicate with. Using your social media analytics as well as your everyday experience with your customers can be of great help.
Every move you make will be determined by the nature of your industry and the demographics and interests of your (potential) audience. You’ll have to adapt to them in terms of the topics you cover, voice you use to address them as well as the format of the videos you intend to produce. There will always be a number of formats that suit your target audience, so try to use multiple types of video content to reach more people. Diversification will also help you entertain and retain those who already watch your stuff.
Speaking of content, it’s hard to give any advice as to what it should look like in particular. In general, you should try offering practical and useful info about topics related to your branch that might be of interest to your audience. Your content should basically answer your audience’s questions about your industry, your brand and your product. And you can take this quite literally. You should read the most popular comments and use media monitoring tools to find out what people think of your product on the internet and what bothers them about it. Responding to them via videos is a great way to show that someone caring and knowledgeable stands behind your brand.
Of course, the content you create doesn’t necessarily have to be useful in the narrow sense of the word. Depending on your audience, you might just choose to inspire or entertain them. You can go for any type of content and any approach for your video marketing plan as long as it can make your audience interested and engaged. Everything that can increase your fan base or make it more loyal is welcome.
Choose the right channels
The channels you choose to post your content and reach people will largely depend on the type of content you’re posting and, again, your target audience. YouTube seems like one of the obvious choices, although social networks like Facebook or Instagram have also made their platforms more than convenient for sharing videos. Of course, you can choose to post your content on your website exclusively, especially if you run an e-commerce business and you want to get more people to visit the page where you sell stuff. But even in this case, you’ll need to use other resources like YouTube or Facebook in order to promote your videos and get more people to watch the content on your site.
One of the most effective tactics is to post a kind of a teaser on one or multiple social networks. You can give your audience a glimpse of what your content is about or let them watch the first part of a series of videos. After that, if they want to watch the rest, you can redirect them to your website or even suggest they subscribe to your newsletter.
Planning your budget should be a huge talking point when building your video marketing plan. The newest, cutting-edge gear can be quite expensive to buy or to rent. However, for some businesses, it’s crucial to create HD material for marketing purposes. For instance, if you’re running a travel agency and decide to shoot videos on exotic locations to promote it, the material you got on tape has to look better than the real thing. Therefore, getting the best equipment and the best crew to work on it makes sense.
Nevertheless, most businesses and most formats don’t require anything more than a smartphone or two and simple editing software. Most people, save professionals in the video producing business, won’t even notice. If you’re making a vlog or a tutorial, spending $10,000 instead of $500 really doesn’t help much. The number of vloggers and YouTube celebrities that come from nothing has been on the rise for years. It means that you don’t need to invest a fortune to create good content.
And that’s why you should start using videos as a part of your marketing strategy as soon as possible. It’s a powerful promotion tool that can benefit you a lot if you have the right ideas and a little bit of enthusiasm. Video content, combined with the viral nature of social networks, enables even those with very little resources and experience to reach huge audiences. It’s all about quality ideas and fresh content.