— July 17, 2019
So you want to add video to your marketing strategy. Congratulations, you’ve made a great choice! Now the next step is to get started. But how, you might ask? Keep reading to find out.
HOW TO GET STARTED WITH VIDEO MARKETING
Here are some key steps to take for starting a successful video marketing campaign.
1. SET A GOAL
Before starting any project, it’s very important to set a clear goal. Video marketing is no different. To come up with a goal, start by thinking about what you want the video to do. Below are some common goals marketers set for their videos:
- Explain a product or service. Do you want to educate people about your offer?
- Drive people to a website or landing page. Do you want more website traffic and visitors?
- Convince people to purchase. Do you want to drive more sales?
- Build trust. Do you want to stand out from your competitors and show how your product/service is better?
You likely want to meet all of the above goals, but you may not be able to in just one video. Focus on the goal that means most to you and then expand once you’ve accomplished it.
2. PLAN A BUDGET
Even before thinking about what the video is, you need to determine a budget. The simplest way to figure out your budget is to think about what you can afford. Take a look at what you’re already spending on marketing. Do you have enough to invest in video marketing too?
And more importantly, what value do you put on the above goal you’ve set for your video marketing campaign? If the video accomplished your goal, what is that achievement worth to you and your company?
3. DECIDE WHERE THE VIDEO WILL LIVE
Where your video lives will drive various aspects of the video such as the type, concept, editing style, etc. A single video can live in multiple places but it’s important to determine where the main focus is going to be.
A few places a video can live include:
- Social Media (Facebook, Instagram, Twitter, LinkedIn): You can place videos on social media to build brand awareness and get your company noticed.
- YouTube: You can put videos on YouTube to position yourself as a thought leader in your industry and ultimately, promote your business.
- Website: Placing a video on your website, the home page, in particular, can educate your audience about your company’s mission, vision, goals, and values. This can ultimately help build trust.
- Sales/Product page: You can add a video to your sales/product page to educate viewers about your product and show them why it’s better than your competitors’.
- Amazon Page: You can add a video to your Amazon page to grab attention and convince viewers to purchase from you.
4. DEVELOP A CONCEPT THAT FITS THE ABOVE
Now that you’ve laid out the foundation of your video marketing, you need to develop a concept that fits the above. So no matter how good your concept is to make sure it…
- Will accomplish your goal
- Be produced within your budget
- Play well on the platform you plan to use it on
Here are some examples of the types of video concepts you can use to accomplish your specific goals:
- Product Videos: Highlight key features and what makes your product stand out from competitors’.
- Testimonial Videos: Act as social proof that people love your brand and product offers.
- Announcement Videos: Announce a new product release and generate awareness
- How-To/Instructional Videos: Give people actionable tips on how to use your product for solving their problem. By showing expertise and providing value, you can build trust and drive new customers to your business.
- Training Videos: Useful for training new employees. Training videos can also be used to show customers how to use your product.
- Team Leader Interview Videos: Inform your audience about your company’s vision, culture, mission, and goals.
- Company Profile Videos: Introduce your company to potential customers by explaining your solution, how you can solve their problems, and why you’re better than competitors.
- Investor Presentation Videos: An “at-a-glance” presentation that explains to investors why they should believe in your vision.
- App Demo Videos: Displayed in app stores to show features of your app and entice people to download it.
- Crowdfunding Videos: Ideal for crowdfunding campaigns to explain why you want to raise funds, increase engagement, and drive contributions.
- Explainer Animation Videos: A quick, engaging way to explain how your product works.
- Lifestyle Videos: Can be used to show your audience how your product supports their lifestyle. This helps appeal to their emotions and to encourage them to give your brand a chance.
5. FIND A TEAM THAT’S A GOOD FIT
Video production is a big task and it’s key to find a team that’s not only a good match with you and your company, but also has experience producing effective videos. When choosing the right team for your company:
- Ask to see examples that are similar to your goals, industry, etc.
- Check their case studies and see if their process aligns with your goals
- Lastly, check out references on referral sites
- For higher end productions, check out:
6. SUPPORT WITH PROPER SEO AND MEDIA BUYING
Even great videos need to be supported with a proper launch. Make sure to optimize your video for SEO. Also, put some money behind some promoted posts or media buys on social media and YouTube to assure your video is seen by your target audience.
Above all, don’t forget about your creativity. But, don’t stray away from your ultimate business goal, whatever it may be.
Hopefully, this little guide will help you and your company get started in the world of video marketing. Best of luck and remember to have fun making your videos!