Gone are the days of point-and-shoot video marketing. Here are the days of building a strategy to align video content with the goals of your company.
There are things we need to know about our strategic video marketing campaigns. We need the insight to adjust our tactics as we go and the evidence to justify the use of resources to upper management.
Without a video marketing strategy to measure ROI, we are simply throwing video clips at the wall hoping that one sticks.
Is it time for you to rethink your video marketing strategy? Consider these 5 tips.
1. Determine what your video content should accomplish.
Does your video marketing strategy have a mission statement? If not, then defining one now can save you time, money and resources along the way.
Every brand has a unique reputation, image and audience. Therefore, every brand will look to accomplish a unique set of goals.
Looking at the characteristics of your brand – including an outline of your target audience – you can answer your most critical video content marketing questions:
- What type of content will we promote?
- What should our audience take away from our videos?
- What value do our videos add?
- What do our videos help our audience do?
Your video content can be educational, entertaining, practical or a combination. It’s up to you to create a mission statement that aligns your video content with the goals of your company.
2. Create an outline for the video topics you plan to promote.
It’s important to outline the scope of your video content. This includes categorizing your video content based on its business function.
Are you promoting video content to support products, human resources, corporate events, sales or support? Identify these business functions and determine the best types of stories to support them. You can then brainstorm the best types of videos that tell the story.
From recorded webinars, how-to videos, thought-leadership interviews and product demos to customer testimonials and case studies, detailed video content featuring high-level brand stories can enhance your SEO, build an expert reputation and earn the respect of your audience.
Begin with an outline and end with ROI.
3. Define roles for creating video content.
It’s important to define roles when building a video content marketing strategy.
Will you use an in-house videographer or outsource content to an agency? Will one person be responsible for the entire video content marketing strategy or will you assemble a dedicated team?
A lot of these answers will depend on your budget, so start with an assessment to determine who you can count on for various projects and for what price.
You might want to designate different team members to handle different roles: creating concepts, writing scripts, approving content, handling the logistics of a video shoot and distributing the videos upon completion.
Hiring one specialist to oversee the entire video content marketing campaign might better suit your needs. These are the decisions you need to make.
Define video content roles and make sure everyone understands and plays their part.
4. Find a home for your video content.
Brands today behave more like media companies, many of which feature entire pages dedicated to video. Every video needs a place to live. For the most part, prime video content real estate is either on your website or on YouTube.
You can use a mix to feature video content on both your website and a distribution channel like YouTube. Just remember to SEO-optimize YouTube descriptions with links back to your website.
Also, create a video content journey on your website for prospects to dive deeper into your brand and message. Consider YouTube an example for the type of experience you want to create on your own site.
The right mix of compelling video content, SEO and user experience delivers the ROI your company needs.
5. Track metrics for video campaigns.
Just like written content, video content requires analytics to justify the investment in the medium. You can easily determine which prospects are watching which videos and for how long, helping you track the most important metrics:
- Attention span and drop-off rate. Does your audience make it to the end of your videos?
- Click-through rate. Split-test the results for email content with and without video content.
- Total amount of your video content that your leads consume. How many videos do individual leads watch in a given period of time?
Putting It All Together
Successful video content marketing campaigns have a purpose aligned with a business goal. Creating an overall video strategy with the help of these five tips will keep your content on target so that you can rise above the competition.
Linx is More…
THAN A MARKETING CONSULTANT.
More than “marketing advice” – Linx can test, pull back and adjust, perform risk/reward calculations and implement a plethora of our own market-driven business strategies.
THAN A DESIGN COMPANY.
Is there value in creating art for art’s sake? We think not. Linx combines decades of real-world experience to take creative design to a whole new level of AWESOME!
Contact us today for a market-driven business strategy to take your business to the next level.