How To Implement A Video Marketing Strategy In 5 Easy Steps
Once upon a time, video only existed for big brands and companies that had the budget to create them.
Today, businesses of all sizes are creating professional video using anything from mobile phones to animation studios (without breaking the bank).
It’s easy to understand why. Video is perfect for tackling any communications goal, from building brand awareness to demonstrating how to use a product or service.
So, how do you get started?
You need a simple roadmap outlining who your video is for, where it will be shown, and how you’ll measure success.
1. Understand who your audience is
No surprises here, but video is quickly becoming the most effective way to reach consumers.
That’s why it’s more important than ever to understand who you want to speak to, and what you’re trying to say.
Are you targeting your staff, or potential customers? Are they young or old? Are you building awareness or trying to convert people into paying clients?
In order to amplify your connection with viewers, you’ll need some audience insights and behavioural information. This will help you understand who they are and how to shape your message to best effect.
2. Figure out exactly what you want to say
This might seem obvious, but so many times we’ve seen marketers bombard their consumers with a million and one (untargeted) messages.
The old ‘spray and pray’ method is a poor way to communicate and will lead to viewers ignoring you. Instead, a good rule of thumb is sticking with just 1-3 key messages per video. By training a laser-like focus on what you’re communicating, you’ll improve the chances that your audience will receive it as intended.
3. Create your brief
The moment has come — it's now time to create your masterpiece. If you’re not lucky enough to have an in-house design or production team, chances are you might need to use a creative agency or an animation studio.
When it comes to briefing external studios, the clearer you are, the more accurately they can transform your ideas into reality.
If you need a specific type of video (an animated explainer, for instance), we hear Lumeo is a good choice. You can contact a producer direct and they’ll talk you through the next steps.
4. Paid amplification is essential
A video can’t be a success if nobody sees it. Luckily, nearly three quarters of Australians are watching 24 hours of video a month (thanks YouTube).
But the days of uploading a video to Facebook and ticking the ‘marketing’ box are long gone. Paid amplification is now essential if you’re looking to make a dent in your objectives.
For example, a make-up brand with an awareness video would benefit from sponsoring it to run alongside beauty bloggers on YouTube.
A retail client needing to communicate quickly and efficiently may consider paying for a six-second pre-roll ad to run on a plethora of high-reach websites.
And nearly every business can reap the rewards of hitting a broader pool of viewers (with precision) via paid Facebook, Instagram, and LinkedIn advertising.
5. Make sure you set KPIs
There’s nothing worse than finishing a campaign and not knowing how it performed. Fortunately, there are a number of different metrics you can apply to determine the success of your video.
Remember though, your KPIs must be relevant to the type of content you produce - there’s no point setting ‘reach’ as a success metric if your video is for internal use only.
Some metrics for external audiences can include:
Reach (the number of people who have been exposed to your ad).
Views (the number of people watching the ad and how much they saw).
Click-throughs (the number of people who click your video or related link).
Engagements (the number and tone of likes, shares and comments on your ads).
You now have the knowledge you need to move forward with your video project.
If you’re thinking animation, Lumeo is a good choice. Get in touch with a producer today to start building your brief.