Video Marketing Strategy for Businesses

An Effective Video Marketing Strategy for Businesses in 2021

by | Digital Marketing

Planning to create Video content? Don’t know how to start? In this blog, we shall be discussing an effective video marketing strategy that can help you out.

If you are reading this blog, then you are planning to come up with some video content and I would say that it is a commendable thought. Creating Video Content can noticeably increase the amount of traffic to your website as well as the conversion rate. Hence, you must create some good video content for your brand and its products. However, with so many types of content options available, the question is how you start. Here, discussed below is an effective strategy that can help you out in creating the right video content for your target audience.

Identify your Goal

The very first step of creating Video Content is to identify your goal behind it. Why are you creating the video? Here I am not talking about what generally you want your video to do, but what specific role it has to play in your strategy. Like I said in my previous blog on Video Marketing that you can create video content for every stage of your marketing funnel, hence, you need to be specific about where you want to include your video. You must identify the purpose of your video which can be anything like:

  • Generate brand awareness
  • Product Pitch
  • Causing Buying Push, etc.

The purpose of your video is the basic step towards creating the content.

Pick the Video Destination

The next step that goes into deciding what video you should create is to decide on where your video would be shown. Are you creating a video for social media channels like Facebook or Instagram or is it going on your landing page? Social media videos will have a different outline than a video on the landing page of your website. Remember, landing page videos can up your sales or conversion rate by a significant count, hence you would want it to be much more impressive and refined. The place where you want your video to show will directly relate to the goal behind it. Of course, you can modify it to be used elsewhere.

Identify your Target Audience

Before crafting any marketing strategy you must know who your target audience is. If you do not keep your target audience at the very center of your marketing strategy, then it is assuredly going down the drain, and the same goes with video marketing as well. The target audience is the audience for whom you are creating the video and intend them to watch it. Most businesses have figured out their buyer’s persona, i.e., the audience and their buying behavior during the initial stage of planning their business strategy. Here you need to further recheck or refine what audience you seek for your video. Once you have figured out your target audience, you can find where it hangs out the most and that will make it easy for you to decide the content of your video.

Decide the Focal Point of your Video

A video without a focal point serves no purpose. Hence, you must look into what you want your video to focus on. Is your video just telling your brand story, or does it cover your customer’s pain point? Zeroing out the focus point of your video content makes it easier to build a story around it.

Further, you must consider the impact you intend your video to impart on the audience i.e., how you want to make your audience feel. You can share a fun story or something inspirational that moves the audience, etc. Outlining the focal point and emotion of your video adds clarity to what content you can add to your video.

Figure out the Budget

Videos can be created in a highly decorated studio complex with high-tech devices and can also be done in-house with little professional help. It all depends on the budget that you have set out for your video. A tentative idea won’t do, set out a figure for it. Ask questions before settling on a specific amount.

  • Is the video worth a large investment?
  • Can’t something similar be created by spending less?
  • What ROI is expected from the video content?

Taking various aspects into consideration will help you in coming up with the right budget for video marketing.

Identify the Creative Requirements

Once you have planned out the purpose, focal point, layout, and budget of the video, next comes the creative roadblocks. Depending upon what thought you have in mind for your video, you would require the skills of creatives to help you in crafting it. You might require a Voice artist to lend his/her voice to the video, some designer to add effects to your video, a professional videographer, etc. Know what your requirements will be and identify your resources accordingly to avoid last time rushing.

Schedule the Timeline

Scheduling the timeline is important for any business activity. The due date of your video is an important aspect that determines the success of it. if you are launching a video for a particular event or occasion then launching it at the right time becomes much more important. Scheduling your timeline does not only include picking out the date for posting the video but it includes planning a proper timeline for video conceptualization, production, as well as marketing. The time you have in hand will greatly impact the content and production of your video, hence you must come up with a proper schedule and keep your team in the loop so that everyone is on the right page.

Bonus Point: Keep it Short and Impactful

Once you have planned your video requirement, next comes the scripting part. Keep a check on the length of your video. You might want to add a lot of things in your video but doing that will not increase your video time but also confuse the audience. Hence, the key point here is to keep it short and simple. Also, ensure that your video shares its objective at the very start. No one has the time to wait till the end to know what the video is about, hence put your point across at the very start.

So these were the key points to strategize your video content. Once you have figured out the right plan for your video and scripted it accordingly, production and execution become easier. Keep a check on the trends to know the right time to launch your video as it will greatly determine the success of your video. Pick out the key performance indicators that can help you compare your set goals.

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