Video marketing basically means promoting your content via videos. This is done in order to boost your engagement and reach and also because watching a video about your product and/or services is way easier than reading a detailed description of it.
I read somewhere that, an image is worth a thousand words and in the case of a video, multiply that by another thousand.
Video marketing is especially impactful when it comes to marketing campaigns. Organizations can no longer rely only on content and images to promote their products or services rather they require high-quality videos that can get the message across to the right targeted audience.
Besides, a message that is seen and heard is retained usually longer than a message that is only read.
The world has seen a huge technological shift and everything is now digitalized. Digital video marketing has also become a huge industry in itself, globally, and is earning millions in profit. And if your organization is paying no attention to producing quality vidoe content, then you guys are far behind than you think.
Just like any other field, creating a video marketing strategy also requires proper research. Because it is the key element in guiding you about everything like your budget, plan of action, time schedules, conversion metrics, vidoe content, etc.
Here’s a list of things that you should consider while creating a strategy:
The first three seconds of any video are extremely important to attract and engage a consumer. You have to define your video goal by telling them its place in the market funnel:
If you are creating a video for the purpose of awareness, then you must be introducing a new product/service/start-up and for these goals, you should consider metrics like total video views, three-second formula, and view duration. This type of video can also help in audience growth.
Consideration videos are for the purpose of strengthening your place in the mind of your potential as well as existing consumers which can result in a firm position in the marketplace, as well. For these videos, the metrics that you should consider are CTR and view duration. It will help you measure user engagement.
Conversion videos are the marketing video content you produce when you want people to buy your product or use your service. These videos should include unique selling points. Important metrics for consideration are sales, obviously, and CTR because if people are clicking yet not buying means that there’s a potential communication gap between you and your audience.
You should be crystal clear about who do you want to sell your product/services to? After conducting thorough market research, narrow down your audience and figure out how you want to target them. Defining your audience does not only mean that you have to select your targeted piece of the population but also it includes how would grab their attention. Once you’ve figured out who you want to communicate with, you’ll know how to approach them, as well.
Now that you’ve done the first two, let’s progress towards mapping out the message that you want to share with your targeted audience.
In defining the problem, tell your targeted audience why they need to see this advertisement/marketing video; meaning the subject matter of that video. For example, a person who is advertising games obviously needs the user to download and play them. Give them your product specifications.
For now, we will consider the promotion of an antistress game.
Then move towards providing them a solution; playing the game that you are promoting (In terms of the previous example) After telling them the problem i.e., they are stressed. You further explain the solution to them; this is the game to lessen your stress and anxiety and provide you with escape ways.
Last but not the least, tell them your Unique Selling Proposition (USP), why should they choose you out of all the other games that are available out there? Give your audience something to remember. Have you heard of the phrase, hit ‘em where it hurts? Yes, do that!
When looking for ideas, be open to suggestions from everyone inside your office and not just your creative department. Because as you craft your message, you should know that you will require a lot of ideas and approval from nearly everybody so why don’t you all sit down and craft something exclusive and engaging?
Set realistic timelines to meet your goals and make sure to fulfill them all in the given timeline. Time management in video creatives is an extremely significant factor because the process of production is detailed and lengthy as well as requires a lot of research, effort, and alterations, so make sure that you set realistic timelines.
Again, set a realistic budget for video marketing because we don’t want your organization going bankrupt. Be smart and make maximum utilization of available resources and know what you can splurge on and where you can save from. Of course, you can go a bit overboard but not in every project. Plan for the resources at your disposal beforehand because, without these, no strategy of yours can be put to use. As we know, cash rules all!
The obvious expansion of the video marketing industry is opening doors of opportunity for many organizations. Consumers now view it as a significant means of communication and are now expecting every type of organization to promote their content via videos. And not only customers but also platforms are prioritizing video content more and more so start your video production now because the longer you wait, the more potential customers you can lose.
