As you already know, the video marketing scene is constantly shifting and changing. New trends pop up all the time and the old, tried and true methods are abandoned, as they’re no longer effective. This means that businesses need to stay on top of their game at all times, or their conversion rates will suffer.
As for the marketing trends in 2020, it is clear that video is taking a massive lead. More and more brands and businesses are turning to this medium as their primary way of engaging with their audience, and they are seeing great success in their campaigns.
With that being said, you’re probably thinking about employing a video marketing strategy of your own. Luckily for you, this guide will provide you with all the necessary techniques and considerations when forming a video marketing campaign. Let’s take a look.
Identifying Your Video Marketing Goals
The first consideration to make when creating your video marketing strategy is identifying its ultimate goal. Knowing what you’re trying to achieve with your video will shape the type of the video, its length and content. Moreover, knowing the goal of your video will also help you identify the stages of the modern video marketing funnel, and where your viewers are fit in it. Here is a rundown of the funnel stages, and what videos made for those stages are supposed to convey:
- The first stage of video marketing funnel is an attraction. This is the starting phase, and videos created in this step are supposed to attract the customer to you and your brand/product. Videos at this stage are supposed to show that you recognise the problem your customers might be facing, that you empathise with them, and then refer them to your brand as a possible solution.
- Secondly, the engage phase is where you drive the deal home. At this point, your customers are already aware of their problem and are looking for a solution. Present your brand, product and/or service, and explain how it alleviates your viewers’ problem.
- The third stage of the funnel is all about nurturing. At this point, your viewers are either your customers or are seriously considering becoming your customers. Videos at this stage are supposed to create a lasting relationship between you and your viewers and make sure they employ your services and keep coming back.
- Finally, there is the delight stage. Videos in this stage are most welcome and thank you videos, as your viewers are already your customers. At this point, you want to reassure the customers they’ve made the right choice, and, hopefully, that they will tell their friends and family about you.
With all that being said, this step overlaps with the next, as the two will guide your effort toward making a specific and personalised video.
Identify Your Audience
A crucial step in forming your video marketing strategy. Finding the target audience for your brand videos will not only allow for the creation of more personalized videos but also let you identify the video marketing funnel stage and how to approach it.
So, who are you making these videos for? Men? Women? Athletes? Office workers? Whatever your target audience, your answer can never be “Everyone”. The best way to make sure your customers engage with your business is to convince them that you’re reaching out to them on a personal level. There is no ultimate, all-encompassing formula, and if you really want your audience to relate to your video, you will have to know exactly who are you making it for and why.
Stick to Your Video Marketing Budget
Remember that you can’t have it all. Chances are, you’ll be working within a limited budget, and that budget will also play a vital role in creating your video. You’ll need the money to buy the proper cameras, lighting, hire a videographer and an editor. You’ll also need to pay for a slot if you’re making a commercial or if you decide to use one of the premium video hosting platforms.
With that being said, there are ways you can enhance your budget. Outsourcing some of the work has always worked as a way to save cash, as freelancers are more affordable than keeping people on your payroll. Alternatively, you can use lending firms like Classic Funding Group to boost your finances.
Pick Video Type and Style
Now that you’ve got your goal straightened out, your audience identified and your budget in order, it’s time pick the type and style of your video. Though many types and styles are usable in many situations, certain ones will work better in accordance with your parameters than others.
Some of the most popular video types are commercials, explainers, social content videos, testimonials and product videos. All of these are very effective in garnering interest for your product/service, but each has its strengths and weaknesses. For example, if you’re going to post your video on a social media platform, a commercial might not be the best way to go, as advertisements are generally disliked on these websites. Alternatively, if you’re looking to engage your audience, you’re probably going to pick something like an explainer video, as that is their intended purpose – to explain what your brand/product/service is about, what are its best features and what problems does it solve.
As for video styles, there are quite a few out there. Some of those include lifestyle vids, narratives and animation. The style of your video is mostly preference, as each style can effectively convey a message to your target audience if used correctly. Of course, you’ll tailor the style to what you think will work the best on your audience, but the main purpose of the style is to make your video memorable and pique your viewers’ interest.
And, with that, we’ll put an end to our little guide. With the customers’ attention span shortening and the fast-paced lifestyle is the norm, video marketing is becoming the dominant marketing strategy, so be sure to give our guide a thorough read and expand your knowledge on the subject, as the sooner you adapt to this new trend, the sooner you’ll reap the benefits. Cheers!