If you’re new to using video as a marketing tool, you may be wondering how or where to start. Here’s a tip: you need a strategy. A video marketing strategy is like embarking on a journey… an adventure, if you will. Look at video as the vessel that will carry you from here to your destination, picking up passengers along the way. Before you even go any further through this post, I advise you to pack for a voyage, not a short haul. Social media is a vast ocean, and it could be some time before significant numbers of passengers climb aboard.
Here are 5 steps to making that journey as successful as possible.
Set the destination. If you don’t know where you want to go, how will you ever get there? Do you want your business to grow, your charity to raise more funds, your cause to gain more awareness, your service to gain more users, or something else? Plot your coordinates, write it down and display it somewhere prominent so that you and everyone in your team can see it clearly. Whilst individual videos might have different messages, they should all point towards a single destination.
Chart your course. As you take your passengers on the journey, you’ll want to stop off in different ports where they’ll learn something new. What this means in non-nautical terms is making different types of videos for different stages of the journey. Stage one is Awareness: giving viewers an overview of your brand. Stage two is Interest: your viewers want to know a little more detail and how they can benefit. Stage three is Desire: they like it and they want it, so show them practical applications and how others are engaging with your brand. Stage four is Action: they’re waving their cash and may need an extra nudge to hand it over. Finally, stage five is Retention: offer your customers value and show them what else you can do for them. We’ll be posting a new blog on what types of videos to use at different stages of your strategy very soon.
Know your passengers. Would they prefer a 5* cruise ship, a speed boat or an inflatable dinghy? Understanding your viewers is essential for you to give them the right content, in the right style, through the right channels, at the right time.
Use a seaworthy vessel. You wouldn’t take a cruise liner down a canal, nor a narrow boat round the Med. To increase engagement, it’s important to match the style of video to the social media channel on which you plan to share it. For example, longer videos are better on YouTube than on Twitter, and for Instagram it’s best to make them square. Look at the style, length, content and dimensions of videos already on your chosen channels to see which ones are getting the most engagement.
Test and measure. Share your videos and see what results they get. Most channels provide data on the performance of your videos such as number of unique views, how much of your video is being watched (drop-off rate), engagement (like, share, comment etc) and click-through rates (how many viewers click from other links to your video, or from your video to your website). You’ll then need to learn how to interpret this data in relation to your business.
So in short, a video marketing strategy helps you identify your target audience and provide them with relevant engaging content at the right time, in the right places and in a style that suits them. Without a strategy, your video content is like a ship without a rudder, in the middle of the ocean, going round in circles.
Order your copy of our handbook, Make Your Own Videos, to learn more about video marketing for your organisation.
Written by Ruth Duggal Director and Trainer of MYOVDO