Video marketing, as you probably know, is a vital part of an effective content marketing strategy. It allows you to build your brand awareness, generate leads, convert them, and retain them. Video marketing is effective because videos engage the viewer like no other content type.
People are more likely to click on videos than read blog posts or look at images. In other words, you get more traffic, more engagement, more leads, and you can build a trustworthy relationship with your audience through your videos. In this article, you will find out how to build a video marketing strategy.
If you are getting into HubSpot video marketing, you first need to know what goes into building a video marketing strategy:
Be sure of your video marketing goals
You need to start by setting goals and then creating a video for every stage of the marketing funnel, which are awareness, consideration, and decision.
- In the awareness stage, the viewer recognizes the problem and is looking for a solution. Consider making an introductory video to tell them about your brand and what they can expect.
- In the second stage, which is a consideration, the viewer will have done some research, gotten options, and tried to narrow down on the ideal one. You need to make sure you make videos for product reviews, answering FAQs, and so forth.
- The final stage is the decision stage, where you will have to show the prospect that your product or service outperforms that of your competitors. The best way to do this is to upload video testimonials and send them to your mailing list subscribers in a video email.
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Identify your niche and target audience
Once you set your video marketing goals, you need to determine your target audience. Making content without finding your target audience is pointless. You need to ask yourself who the product or service will benefit, why they will want your product, and what you want to accomplish with it.
You need to answer all three questions before you create compelling content to build interest, hype, and curiosity.
You need to keep aside a budget
As you create, plan, and optimize your content, you need to take care of your budget. Having an unclear budget can hinder your progress and hamper your video marketing strategy. Be sure to figure out your expenses and save accordingly well ahead of time.
You need to list all the production expenses and how much you will have to spend on other services like scripting, licenses, video editing and production, audio production, and so on. Make sure you have some extra money with you to handle unexpected issues.
Your budget will ultimately depend on the type of video you want to make, how much you want to market it, etc. In other words, different types of videos will require you to have different budgets. Do your research before you jump to a decision.
Storytelling is vital
Storytelling is probably the most important part of your video. It is your content. Storytelling is challenging but is equally rewarding if you manage to pull it off. If you want to create videos that people share at scale, you need to be able to engage the viewer’s emotions. Facts, instructions, and other valuable information can help. However, excellent storytelling helps you stand out.
Create a structure that includes the goal of your video, a protagonist who suits the story that your audience can relate to, a pain point or conflict, the introduction to your product or service, and the resolution, which describes how your product can solve the viewer’s problem. Ultimately, videos that reek of emotion get mileage.
Ideally, you need to create videos with emotion that align with your brand’s mission. Do this consistently, and you should see your traffic, leads, and conversions go up soon.
Follow a schedule
You will not be able to get anything done with a fixed schedule. Define your schedule and deadlines and make sure everybody is on the same page. If you want to avoid making progress at a snail’s pace, come up with a schedule immediately and hold everybody accountable.
A solid schedule also includes timelines for every aspect of your video production and marketing, including distribution, production, overall timeline, etc. Besides introducing accountability, a schedule allows you to determine how much progress you have made, how much time you have, and how much work you need to complete.
Types of videos to post
There are various types of videos you can put out, depending on your goal. You can put out webinars, vlogs, documentaries etc. As far as content ideas go, here are a few:
Videos that inform and education are critical to building an audience. Creating valuable content is the best way to get your target audience to pay attention and find out more about your brand. Putting out valuable content consistently can boost your traffic, leads, and conversions. Experiment with long and short videos, depending on the topic and objective.
Want to make short, quick, straightforward videos? Consider making videos to answer frequently asked questions. Doing so will help you save time and simultaneously, keep your prospects in the loop.
‘How to’ videos
Video tutorials are excellent, especially for people who have your products and want to know how to set them up and use them correctly. Making such videos to cater to your customers is essential if you’re going to retain them and get new leads.