How to develop a winning video strategy
The inbox is finally cleared, you have caught up on your must do admin and now it’s now time to consider how you intend to make real impact during 2016.
The use of Video Marketing is growing rapidly, with 52% of businesses rating video as the type of content with the best ROI; but with so many social media options, video platforms and formats, the decision about how to target potential customers, and with what messages, can be overwhelming.
So we’re taking it right back to the basics, with a simple focused approach which will help you develop content ideas, identify where to deploy content and devise a strategy for the customers your organisation targets. Our approach assumes that your long term aim is to attract the right new customers and then build loyalty, bringing them back to you time and again.
So your first question has to be, who are you talking to?
Build a profile of your target customer. Put yourself in their shoes and consider what type of messages they are most likely to engage with, or more accurately, respond positively to being interrupted with. Who is the ultimate decision maker, because your content can of course be shared inside a target organisation if it grabs attention? Do they know what you do? If you are a small business, then look bigger, if you are big then keep it personal, whatever you are, be friendly and responsive.
Having identified potential customers and considered what they really look like, you can start to understand what type of content they are most likely to positively connect with.
Next, think about what specifically you are selling or promoting in this particular campaign?
Be subtle, take a less direct approach, this is about building a long term relationship. Video marketing strategies allow you to demonstrate your genuine expertise, while offering useful information, which in turn plant seeds that may take time to germinate. The point here being that because you have planted those seeds in a more memorable and entertaining way, they are far more likely to germinate.
Do check that the key messages you wish to communicate are covered, and that it is clear what action you want those engaged to take. Positive outcomes could range from signing up for a mailing list, downloading information from you, making a direct enquiry or even moving straight to place an order.
Finally, understand where your customers are?
In this we don’t mean where they are physically based (although if you can’t provide your services in a specific geography, best not promote there and then have to disappoint, back up to question one), no we are talking about the hundreds of platforms, networks and channels through which you can effectively deploy your video content at little or no cost.
The right choices for you will be different than those for another organisation, so you need to focus on where your potential customers already choose to be. Take a ‘layer cake’ approach, your audiences already hang out somewhere, so cover all those bases, and don’t forget your own website and direct email campaigns, which also offer great links to platforms from which you can communicate your messages.
With these three essential areas covered you can start to explore treatment (video and animation) and deployment strategies most suitable for you. Here are several common approaches and examples of content, developed for a range of different audiences.
Good luck in 2016 with your video based marketing strategy.
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