How To Create a Video Marketing Strategy

2.1. Understand Your Target Audience

Figuring out who you want to watch your video ensures you develop a strategy that makes them watch. Map out your buyer persona to ensure those who want to buy your product watch your videos. If you have an existing persona, update it to include your recent videos.

2.2. Set Campaign Goals

A successful video marketing campaign requires research of the people you are targeting and the goals you want to achieve. Whether driving sales, awareness, or traffic, spend time researching, as this will inform the kind of videos you make and the budget you will spend on them.

Creating awareness defines your opportunity and helps your viewers realize they have a problem. At this stage, aim for videos that attract your target audience and introduce your brand to them.

After creating awareness, move to consideration, where the viewer researches, asks for recommendations, and watches your product reviews for a cost-effective solution to their problem. Once your audience finds a solution, your next plan should remain at the top of their mind. Therefore, focus on videos presenting proof of customer satisfaction and why they should choose you over their competitors.

2.3. Set a Budget for Your Video

 While a creative strategy and planning are vital, a proper budget is crucial to get what you want. Plan with what you have for all the activities in the strategy, including the content you will shoot in-house, those you will outsource, what you can splurge, and the ones you want to save on.

2.4. Set up a Timeline

As you plan your video production, have a timeline to stick to, including the overall distribution and production timelines. These timelines are a guiding light and will keep you tabs on how much you have done and what remains. Keep your team members informed about timelines, schedules, completion dates, and changes.

2.5. Select the Best Platform for Video Distribution

Choosing a platform to distribute your videos is crucial as it needs to align with what the audience on the platform is seeking. Therefore, consider the following:

• Size and sound limitations.
• Average view time.
• Budget.
• Communities.
• Promotion.

Remember, even though we use videos for advertising, it's not instantaneous. Some platforms have built-in features for promotions, while others will require you to dedicate time and effort to get more views.

Email Marketing to Amplify Your Reach

While many associate video distribution primarily with platforms like YouTube, don't underestimate the power of email marketing. Incorporating videos into your email campaigns can be an effective strategy to reach your audience directly. Through video in email, you can promote products or premium content, providing your subscribers with a special experience.

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The advantage of email marketing lies in its ability to reach individuals personally, avoiding the saturation of other platforms. Additionally, you can segment your audience and send specific video content based on their preferences, achieving a more direct and effective connection.

2.6. Choose the Right Video Type

Upon settling on the platforms and what you want to communicate, choose the right video type as follows:

1. Event Videos: Event videos are ideal for capturing your events, including congresses, exhibitions, and celebrations. Your attendees will remember the company, while absentees can picture their expectations in future events.
2. Expert Interviews: Expert interviews answer your audience's pressing questions. You can engage a thought leader or team member for a chat or produce a solo video where they respond to questions submitted earlier on. Recording your interview in advance or doing a live recording is also helpful in making your audience heard and seen.
3. Product Demos: A product demo aims at attracting new customers in the first stage of product search. These videos, usually 30 seconds long, inform your audience of your best-selling products and demonstrate the product in action, helping to build consumer confidence in your brand. In your product demo video, show your product's utility, necessity, and what makes it better than your competitor’s.
4. How-To Videos: How-to videos are problem-solving videos centered on an objective. These videos have a step-by-step guide on meeting the objective and should answer common concerns about a service or product.
5. Explainer Videos: Explainer videos teach your audience about your product, service, or brand. These videos focus on how you solve a problem and will serve well as your brand introductions. Maintain these videos short and capture your audience's problem, how your service or product will fix it, and why your audience should consider you.
6. Customer Testimonials and Case Studies: Testimonials display past and present customer experience using your products or services. These videos are a stronger way to influence new customers, and you can use the reviews to increase your credibility and convince your prospects. Customer testimonial videos should be up to two minutes maximum, and you can publish them anywhere as long as the individual captured in the video is authentic. Case study videos aim to convert potential clients by demonstrating your expertise and your achievements to other persons like them. These videos are ideal at the middle and bottom of your sales funnel for better results.
7. Live Streams: Through social media platforms, businesses can create live streams to engage with their prospective clients in real time. Use live streams for announcements, interviews, events, and office tours. Your customers will post their questions on the chats, and you should address and engage with them during the stream.
8. Personalized Messages: As the name suggests, personalized videos speak to the direct needs of the target audience. A video targeted to a specific individual or client will capture their attention and engage them, hence a higher probability of watching up to the end. 

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2.7. Develop Your Video Content

Videos are an essential channel for marketers. However, what makes your video great and your viewers engaged? Here are tips on how to develop your video content.

• Know your target audience and create customized content
• Focus more on stories that viewers can connect to and know what your company can do for them
• Capture your viewers’ attention in the first few seconds
• Clearly define your video goals
• With the short human attention span, keep your videos short
• Include a call to action at the end
• Optimize your videos for search through SEO in your video descriptions
• Collaborate with influencers and other brands