Ready to implement your video marketing strategy but wondering where to begin?
You're not alone. Many businesses are finding themselves at the crossroads of implementing this must-have marketing tool and wondering where on earth to begin.Though the road to a successful video marketing strategy might seem foggy at first, a report from networking giant Cisco indicates there is plenty of reason to take the journey since "consumer internet video traffic will be 80 percent of all consumer internet traffic in 2019, up from 64 percent in 2014."
So how exactly do you add motion to your marketing? Follow these four steps to launch your own video marketing strategy then drop the top on that convertible as you ride the rainbow to video marketing gold.Try as we might, it's impossible to launch any strategic endeavor, particularly a video marketing strategy, without a thoughtful plan. This is the time to define your marketing goals and engage key stakeholders about their video content needs. The information you uncover will:
Remember, video may have originated as a source of entertainment, but savvy marketers know it to be the most powerful communication tool around. So ask yourself and your peers which aspects of your business can be communicated more effectively and the rest will fall into place.
Remember that awesome content plan you put together? It's time to find a dedicated video production resource to bring it to life. This could be you, your staff, or an outside agency, but it absolutely must be dedicated to creating the content for your video marketing strategy.
Why? Simply put, video is complex. It's a calculated combination of sight, sound, and movement to deliver a message in a way other formats cannot. You need an individual or team with the knowledge, experience, and time to translate your objectives into videos, revise those videos when appropriate, and proactively repurpose your content to meet new objectives.
Now that your videos are complete, it's time to show them off! Revisit your content plan and review why each video was created. What was the message? The objective? Which stakeholder or department does the video support? How does it fit into your overall video marketing strategy?
Answering these questions will help you define each video's audience and determine the most effective distribution channel. Does the audience in question visit your website and social media? Or is it an internal audience that accesses your company's digital content via an intranet or training platform?
And don't forget about your dedicated production team as you distribute! They can tweak and revise finished videos into more edible bites to suit channels like Instagram, Vine, and Facebook.
Stay hot on the heels of what works and, more importantly, what doesn't. While there are plenty of metrics to track, keep it simple at first and focus on what matters to your company.
If you are trying to generate new leads you might focus on overall views, traffic, and conversions. Or if you created "how-to" videos to assist common questions faced by your customer support team, then be sure to track the number of views that month against the number of calls received.
Next, use your metrics and assessments to fuel revisions to existing content and direction for new content. Like all digital content, video thrives on consistency and frequency. Reviewing your video results and revising accordingly will naturally strengthen your video marketing strategy over time and keep fresh videos hitting your channels. When you are ready to dive deeper, check out this killer guide to video metrics from the folks at Wistia.
CONCLUSION:
So there you have it! Implementing a video marketing strategy is not so tough afterall, and the rewards are well worth the work. By following these four steps, your company's video presence will naturally strengthen over time and your video marketing strategy will refine itself into a lean, mean video making machine.
Where are you at with your video marketing strategy? What are some additional steps you suggest to increase video marketing success?
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