logo-small logo-small_halloween

How to Develop a Video Marketing Strategy That Drives Business

67
Wow-Score
The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.
Learn more

How to Develop a Video Marketing Strategy That Drives Business

Sawaram Suthar
How to Develop a Video Marketing Strategy That Drives Business

Content marketing has been the most prominent marketing outfit in recent years, and video marketing has attained noteworthy importance. However, many of the brands today struggle to achieve shrewd success in regards to creating effective video content.

Videos are exceptionally narrative, capable of telling pages and pages of stories in just a matter of seconds. When developed and broadcasted logically, they can drive businesses to new heights. But, how will you do that? The answer is -> with the right strategy.

Below, I will discuss the methodology for developing a conducive video marketing strategy.

1. Envisage Your Goals & Audience

When you decide to plunge into video marketing, there are two things of primary importance. First is securing a definitive goal for your efforts, and then understanding your audience and aligning your goals with them.

Simply, everyone expects to achieve more sales through video marketing. But, if your focus is only a straight-forward promotion, your audience could ignore it, considering it spammy or uninteresting.

Simple ideas to envisage your goals & audience:

  • Start with drafting an outline of your target audience’s demographic details, with existing data.
  • Split them into distinctive groups, according to their buyer personas.
  • Vow to educate, entertain, and inspire them through your videos, in a way they tend to like.
  • Keep your marketing spiel subtle.

2. Consider Different Kinds of Videos

If you followed my suggestions above, there should be a conclusive goal in place, with a clear knowledge for whom you are catering the videos. The next thing to be addressed is choosing the type of video that will meet your goals and please your audiences.

Your goals might vary depending on the different stages of the buyers’ journeys. So, you have to consider selecting the right kind of video to match that goal. Some of the different video types are - How-tos, Animated Explainers, Recorded Webinars, Customer Testimonials, Company Culture, etc. Here is an example from the DollarShaveClub.com

Tips for choosing the right type of video:

  • Understand what each type of video is intended to do, and correlate it with your customers’ anticipation.
  • Try out different types for the same goal, so that you can analyze and find out which ones do well.
  • Look up your competitors’ choices and their reach. This will help you finalize one for yourself.

3. Finalize the Production Idea

After finalizing the above factors, you are almost ready to start making the intended videos. Subsequently, now you will have to decide who will make the videos. There are basically three ideas for this:

In-house Production - Here, you and your team will hold the responsibility for making the videos.

Outsourcing - You can work with a third-party agency, which is good at producing videos.

Partnering with Influencers - Partner with vloggers/influencers who already hold a good visibility in the social world.

Points to note while finalizing the production idea:

  • In-house production is expensive. So, don’t opt for it if you have stringent budget constraints.
  • Test and ensure their proficiency and responsibility before choosing a third-party agency.
  • Blending your product/service into an influencer’s style of making videos can be a little tricky. Put in some extra work there.

4. Go Beyond the Strategy

Recently, I contacted Mr. Thomas from UScreen.tv, who said, “Shaping up a video marketing strategy is not a one-time effort. Being consistent in the video marketing endeavors will render you an understanding of what works and what doesn’t. Hence, you will reshape your strategy accordingly, over time.”

However, the trends are constantly changing, and you will never know when a major drop can happen. So when this happens, you will be pushed to reinvent your strategy.

Reinventing strategy according to latest trends will help you to stay on top of your competitors. So, don’t hesitate to try something often beyond the legacy strategy. For instance, look at this video by Tinie Tempah - Girls Like ft Zara Larsson; watch how they entertain readers by putting different girls in groups. 

4. Mind the Three Key Factors

Now, you are done with all the prerequisites and are good to go ahead and craft your videos. You will have to govern three important factors to achieve bigger success. They are:

Length - Viewers have shorter attention spans, especially if you are new to them. So, choose to post shorter videos.

Naming - People choose whether or not to watch a video based on its name. Try to use some catchy titles, with your brand’s name and suitable keywords.

The Message - You need a video to propagate your message. Make sure that each of your videos delivers the desired message.

Best practices for the aforementioned factors:

  • You can post longer videos with a note about their length. This will attract the relevant audience.
  • Don’t name your videos with false or misleading titles. It will negatively affect your reputation.

6. Call-to-Action - Needs your Utmost Attention

Your videos must have a specific intention. You want your viewers to take some action with every video you develop and push out into the world. It can be anything, such as asking to follow you on social media, visit your website, call up your sales team, etc.

Tell them what you want them to do with a call-to-action. You can’t expect to achieve your intentions without letting them know what they are! 

Ideas for better Call-to-Actions:

  • You can include call-to-actions as annotations, to appear in the compelling part of the video.
  • You can explain pain points in the video, and propel the call-to-action for resolutions.
  • The prolific point to display the call-to-action is at the end of the videos. So don’t end with just a black screen.

7. Deduce the Right Distribution Channel

Once you are done with making a video, there are innumerable spaces to publish it on the internet. However, the majority of the businesses never go beyond YouTube. But, there are other tools to promote videos.

The success of video marketing vastly relies on utilizing varied distribution channels in the relevant niches or industries. Accordingly, you can propel videos on Your own Homepage & Emails, Facebook, Vimeo, Twitter, Guest Posts, etc.

Things to consider while deciding on a distribution channel:

  • Vimeo offers affordable paid subscriptions to place your videos on other channels.
  • ‘Facebook Live’ is an amazing option to broadcast unplanned, surprise videos.
  • Know the channels that your current loyal followers prominently use. You can achieve heightened success with your videos there.

8. Don't Forget to Measure the Performance

The success and reach of your video marketing efforts can be deduced only by measuring the performance. The prominent metrics that are widely discussed, in regards to videos, are the view counts. The view counts can tell you the reach of the video, but it is delusive to accredit the success solely to this.

Some of the more accurate numbers to measure your videos’ performance are:

  • Duration of views.
  • Drop-off rates.
  • The number of repeat views.

Here are best ways to measure the performance:

  • Assemble videos with higher drop-off rates to find out what’s similar to them that’s not working.
  • Calculate the average drop-off timeline value and add grabbing content at that specific time.
  • You can track down prospects that are regularly following your videos and deploy your sales team to nurture them.

Conclusion

Arriving at a successful video marketing strategy will be time-consuming, as it involves validating various avenues associated with a business. Thereby, you have to try out different channels and techniques to derive what defines success. The mentioned directives will help you do it prudently.

Like this post? Follow us on Feedly and read more interesting posts:

Follow
Sawaram Suthar is head of marketing at Tagove, a provider of chat software and also a founder of Jagat Media. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune.
Share this post
or

Comments

2000 symbols remain
Maria Borysova
Great article, Sawaram! The trend of dynamic video ads for eCommerce is also booming. It allows to reduce CAC and increase conversion rate without a headache for marketers.
Sawaram Suthar
Maria Borysova
Yes, Maria dynamic video plays an important for the e-commerce business. Is there any new strategy?
Maria Borysova
Sawaram Suthar
Well, the basic one I liked was from Facebook Marketing Partners, so-called "Dynamic Ads
Strategy eGuide". Also, blog posts from TheMention help to get creative juices flowing.
Simon  Cox
People (including me) have been saying that video will be big at the start of every year for about 10 years now! The biggest issue is the content creation and this strategy guide helps get over some of the first hurdles. Perhaps 2018 is the year that on-site video does mature after all.
Sawaram Suthar
Simon Cox
Yes, Simon. I agree with you. The on-site video will be dominating the market.