But fear of setting up a video marketing strategy – especially for a startup. When you invest $ 33 million like a channel in a commercial channel Nicole Kidman, surely you can put video effects, but when you have your entire budget around 0.01% how do you develop video strategies?
Understand the Purpose of Your Video Marketing Strategy
If its only purpose is to “sell more widgets”, then a video marketing strategy is going to struggle. Although this could be the ultimate goal, if you include too much self-promotion material in your marketing strategy, it will be considered spam and no one will notice it.
The goal of your video marketing strategy should be to educate, entertain, and motivate your audience – this is the content that is shared and remembered.
- Know who your target audience is.
- Understand what they want to share, like, and buy.
- Create content that you know they want, need, or appreciate.
Determine Which Topics and Formats are Included in Your Video Content
Once you understand who your target audience is, it’s time to decide which format and topic will best match with them. Should your video instructions be “how-how”, brand stories, plot, etc.? The goal is to provide something that your viewers would appreciate and want to share. In the meantime, what topics will be discussed? The more they are related to your brand, the better.
A great example of a company that understands how to effectively use the video, Lowes – as seen from their wine feeds. Lowe is a home improvement retailer who makes the most videos in just 6 seconds sharing the way to accomplish a specific home improvement work.
With such useful and relevant information, anyone who builds on home improvement, remodeling, or on a regular basis will be interested to follow Lowe’s VN feed. As the audience begins to connect Lowe with the solution to their home needs, we all know where they will go when they make a purchase.
Decide who will be developing your video content
When it comes to making videos, you have several options: You or your team can develop videos themselves. If you plan to develop videos regularly with a lower budget, then this may be the best option for you. However, if you do this, you still want to make sure to maintain the level of video quality – even if they are amateur products. Spend some time researching to create great videos and consider taking a course that can provide you with additional insight.
You can work with an agency to develop videos. This option is more expensive, and you’ll often spend thousands of dollars on a video. However, you get what you pay for. If you want to create a single, impressive video (or if you have a healthy marketing budget), working with professionals is definitely a profitable option.
You can work with bloggers or influencers to create and promote videos. Rather than finding a way to create videos or pay someone else and then promote them, why not work with someone who can create and promote your video? Vloggers will be happy to work with you in a partnership with a large and relevant audience.
By integrating your product or service into their current video format, there should be a lot less work to accomplish. When deciding the best way to develop your videos, keep in mind your target audience, your budget, your time availability, and your creativity. By reviewing these elements, you should be able to decide what is the best option for your brand.
Leave your audience wanting more
Do you remember the Old Spice Guy campaign? The video featured “The man can smell like your man”. Targeted both men and women in a comedy series of advertisements.
In many months of making and publishing these videos, the audience was eagerly waiting for the next episode – to see the next fascinating way that Old Spice Cow will advertise Old Spice. When watching television becomes rare, the commercial should continue.
In fact, what we are seeing is largely an unwanted blockage! However, if you can create videos that actually leave the audience who really want more, then they will share, like, and subscribe to see what video content is coming forward. And this is when you know that your video marketing strategy has succeeded.
Know where and how to promote your video
Recording a video and publishing it on YouTube is not enough – you have to strategically promote it. A few years ago, the Bahamas worked with some influential people, thereby creating videos promoting a unique experience in The Exams – swimming with pigs videos were memorable and fun to see in themselves, but the tourism department knew that an additional push would help in obtaining more traction.
Therefore, they partnered with Expedia to help promote various types of experiences in The Bahamas – which included swim along with pigs. As a result of this partnership, there has been a massive inflow of shares, likes, and ideas, which are increasingly growing.
Are you ready to start your first video marketing campaign?