Many marketing teams and businesses that delve into video they put their focus on the video production instead of the related marketing. Over 100 million Internet users watch video online every day, so it’s not hard to understand why marketing teams want to jump on the bandwagon. Yet, even the most well-produced and flawless videos will show disheartening ROI metrics if they don’t have a powerful marketing strategy behind them.
A robust marketing strategy leads to successful video campaigns. It is essential for marketing teams and companies to understand how video content can affect the master marketing plan, including social media, and how it can sync with a company’s business goals. What steps can marketing teams take to create stronger video marketing plans? Russel Cooke, a business consultant who lives in Los Angeles, California, shares his knowledge for eYeka’s clients and readers.
1. Choose the goals and milestones for success with video content.
Not all video content produced by a company will relate to the company itself or its services and products. To create high-quality and effective video content, marketing teams need to understand why they have decided to tell stories in a visual way and why they are creating videos in the first place.
Marketing teams need to understand why they are creating videos in the first place
Companies need to consider the types of videos that they will be creating. Are the videos purely entertainment or will they be educational in nature? It could be a mix of both. What is the audience meant to take away from the videos and what is the value of the video content on its own? By taking the audience demographics and the company’s brand into account, the marketing team can create more powerful video content that is also in line with the goals set for it.
GoPro is one brand that perfectly marries its video content with both its company brand and the consumer. GoPro’s YouTube channel is stocked with impactful video content that resonates with the audience, where it’s “extreme” action-packed footage or the smaller beautiful moments of everyday life. All the videos demonstrate the technical power of GoPro’s video cameras as well as the powerful things a consumer can experience and document through using the camera.
2. Pick topics for videos and outline them.
Companies interested in adding video elements to their marketing strategies need to outline the scope of the video work and decide if the videos will be for internal or external use. This will help the company to see what areas of the business can benefit best from video content.
Stories told in a company’s videos can be about themes that relate to the business itself or specifically address certain products or services offered by the company. These stories serve as the foundation of the video marketing strategy, allowing other elements to be built on top of it. More general videos, those that do not focus too heavily on products, are usually placed at the top of the marketing and sales funnel to draw in customers.
For example, many of the videos produced by Red Bull don’t feature the energy drink at all, outside of logos placed on clothing or vehicles. The Red Bull Stratos video featured Austrian skydiver Felix Baumgartner space diving from the stratosphere. This free fall video has been viewed millions of times on YouTube, garnering countless amounts of press and consumer attention. These videos were not product-driven but they drew millions of people in to the Red Bull brand.
Red Bull’s videos are not product-driven but they draw millions of people the brand
Marketing teams can start to think about the types of video that best illustrate the chosen stories. Video content can include case studies, demos, customer experiences, webinars, interviews, and how-to videos. Marketers should also think about what kinds of questions their target customer will ask and then brainstorm on how these questions can be answered with video content. By creating video content that is based upon these questions and topics a company can position themselves as a thought leader in the industry and benefit from enriched SEO.
3. Decide where to host the videos.
All video content needs to “live” somewhere on the Internet. For business videos, it might be important to note that 52% of executives said they watch work-related videos on YouTube while 75% said they watch work-related videos on YouTube. This isn’t surprising, as YouTube is the second most popular search engine online. Some companies prefer to host videos on YouTube because it saves them space on their servers. If choosing YouTube to host videos, marketers need to optimize the tags and descriptions on YouTube as well as include links to the company’s website.
Conan O’Brien and the “Conan” show on TBS, for example, optimize each YouTube video description to include links to subscribe to the channel as well as links to the official “Conan” website and related social media profiles. The descriptions are tailored to the target demographic and provide users with an inclusive experience.
Other alternatives to YouTube include Vimeo, Wistia, Sprout Video, and Brightcove. For videos meant for distribution through social media, in-platform solutions such as Facebook’s video options can be effective tools. On the other side, hosting videos on the company website allows the team full control of the video content, including the player type and any ad content.
Hosting videos on the company website allows full control of the content, including the player type and any ad content
4. Choose what metrics to follow.
Video marketing is similar to all other types of marketing in that analysis is essential to success. A good video marketing strategy will examine data gathered about the campaign and use this information to improve the campaign going forward. Trackable metrics for video marketing campaigns can include drop-off rates, how much content is consumed, click-through rates, and the amount of sales generated.
A good video marketing strategy will examine data and use this information to improve the campaign going forward
When it comes to the content itself, user-generated content can actually result in higher conversion rate than content created by professionals. This was especially true for Schick Quattro when trying to gain consumer attention. 67% of consumers that walk into a store make an unplanned purchase on razors, so the challenge was to give the brand top-of-mind status as well as earned and owned media. To achieve this they leveraged a creative community to quickly and cheaply reach a new breadth of ideas.
Because Schick’s brand is about being authentic and approachable users were comfortable in submitting their content because it allowed them to show appreciation for the brand as well as expresses themselves as individuals. These user-generated videos were powerful because they were overwhelmingly viewed by the target customer and even helped to shorten the path to purchase.
In a nutshell…
Robust video marketing strategies help companies and their marketing teams to align video content with the company’s goals and better target this content to consumers. With the rise of on-demand video and increasing viewership of video content online, it is critical for brands to put a strong video marketing strategy in place in order to compete in an increasingly crowded marketplace.
Additionally, audiences are consuming video content at aggressive rates, which means that brands need a streamlined and efficient system in place in order to keep pace with this demand. The tips above will give companies the foundation they will need to create strong strategies and even more influential video content.
The above tips above will give companies the foundation they will need to create more influential video content
Does your business have a video marketing strategy? How have you aligned this strategy with the company’s mission, and what results are you seeing?