In our business meetings we may talk about the importance and specifics of an email marketing strategy, or a social media marketing strategy, or a search engine optimisation strategy, but we often overlook something equally important, if not more, the video marketing strategy.
Video is such a huge part of people’s online lives, it influences what they buy, what they share, what they remember. Video is so much more engaging than a huge block of text, so why miss out on the benefits of video marketing?
Here’s what a video marketing strategy is, why you need it, and how to get the most out of it.
What is a video marketing strategy?
A video marketing strategy, like with email marketing, social media, or SEO, is a plan for how you intend to increase visits, engagement, conversions, sales and evangelism for your business using video assets.
It covers what kind of content you want to be making, how you will produce it, where you will publish it, how you present it, how you will analyse your results and how you will continue to build on it.
Do you need to create educational videos, or product demos, or would it be beneficial for you to have a company culture piece on your website, or weekly thought leadership series? You don’t want to decide this on a gut feeling. Don’t even choose the one that’s easiest or most appealing. Make your decisions based on your business goals, and what kind of content will help you get there.
Why you need a video marketing strategy
A video marketing strategy is vitally important right now because video is such a hot topic. Brands using video successfully are seeing huge increases in their results, and those who are still back in the stone age with nothing but text, they’re really feeling the pain. Today’s online audience has a shorter attention span than a lazy goldfish, so you really do need to catch their interest within seconds, or you will be leaving money on the table.
Badly produced video, or video that is not optimised in one way or another, will not achieve the results you’re looking for, so it’s more important than ever to make sure you have a plan for your video content and you have the knowledge to back it up. If you follow the standard model of throwing all your video content at YouTube to see what sticks (and measure this based on the view count) then you’re not going to be one of those video ROI superstars. There is a better way, and it’s not hard if you know how.
How to implement a video marketing strategy
With emails you think about open rate, content placement, click through rates, etc.
With social media you think about being personable, approachable, engaging and getting the right post-frequency, etc.
With SEO you think about rankings, title tags, descriptions, keywords, rich snippets, etc.
The Exciting News: Video is no different in this respect. With video you need to really think about all of the following:
- Content types and purposes
- Play rates
- Video hosting
- Conversion tactics
- Titles, descriptions and transcriptions
- Engagement/Drop-off rates
For each of these (and more) you need to think about how you’re going to achieve the best results possible.
To achieve real results with video content, like other forms of online marketing, you need to first think about what you are trying to achieve. Do you need more website visitors, more conversions, more sales of a particular product, more general brand awareness, or less repetitive questions from clients or leads.
Once you know where you’re trying to get to, you can then decide what the best way of getting there is. Different types of videos achieve different results, so you need to make sure the videos you produce are ticking all the right boxes in order to get you where you need to go next.
What’s your video marketing strategy, and how are you going to implement it now or in the future?