Ashley D. Su 
Why is video marketing so popular? Everyone from 10-year-olds to seniors wants to make a video. And, indeed, every business is actively thinking or working on video content these days.
But, how can you create an effective 2021 video marketing plan that works for you? Currently, over 71% of B2B marketers use videos in their marketing mix. Videos can be a fantastic addition for businesses looking to improve their content marketing.
Whether you are proficient in video marketing or are just starting out, these pointers can help you with video niche planning, strategy, and selection. Let’s discuss all the tips to help you create a video marketing strategy and plan.
Steps to Developing a Targeted and Successful Marketing Strategy and Plan
Whether you are new to video marketing or have been using video content to promote your business or brand for many years, you need a clear strategy, some sort of roadmap that outlines goals, tasks. , the rules of their interaction and the criteria for success.
Here’s everything you need to know before you start your video creation efforts.
1. Define the tone and audience of your brand
First, do some research on your target audience. Who are these individuals – women, men or adolescents? What are their ages? How much money does each audience niche make on average? What websites do they visit?
You need to know who you are developing a product for, where you want to market it, what emotions you want to elicit, and what goal you want to accomplish.
Then choose an appropriate tone of voice. Decide whether you want to connect with the audience in a formal or a pleasant way. What problems are you likely to encounter and how will you deal with them?
What is prohibited for your brand? You should be able to identify yourself based on the tone of your videos.
2. Establish your brand message
To maintain brand integrity and avoid user confusion, you should deliver a generic brand message across all channels and in every video.
Every message your business delivers should be consistent with what you want your brand to say about itself and what it stands for – its mission.
If your positioning has changed, create a movie to commemorate the event. Distribute it across all platforms to ensure people are kept up to date with changes to your brand.
3. Estimate your budget precisely
Spending a lot of money on video creation does not guarantee its success. You can spend thousands of dollars, but the final video might fail.
A modest budget, on the other hand, can hurt your marketing approach since you will not be able to recruit competent experts to produce a contemporary and engaging film. So, how do you manage your budget?
Stay focused on goals and audiences. You don’t have to shoot expensive professional videos to capture the interest of teens and college students.
If you are working with a wealthy, middle-class clientele, consider working with an influencer. This could be a blogger or the CEO of a well-known company.
Remember, the person invited should reflect your brand’s ideals so that your audience will accept and admire their presence.
4. Video creation
Start by planning. Think about how often you’ll post videos: once a week, once a month, or as needed. What kind of video is it going to be?
Live streams on Instagram / Facebook, regular feature on YouTube, videos for ad campaigns, or something else? Here are some great video content ideas:
● Interviews with customers, workers, witnesses and influencers;
● Tutorials and courses; product overviews; Customer reviews;
● Vlogs – behind the scenes of your work;
● Webinars and podcasts; Frequently Asked Questions
Choose at least three distinct types of videos to create the editorial timeline: topics, potential situations, timeline, release timeline, goals, objectives, and calls to action.
After you have completed all of the previous steps, you should be able to distribute the tasks among the members of the production team. Define the following:
● Who is responsible for writing the screenplay? Who makes the ultimate call on this?
● Who is in charge of lighting the video recording?
● Do you want to do it alone?
Start with a live broadcast on Instagram. The video will be stored automatically – no further action is required. Don’t rush and buy expensive equipment all at once; instead, start filming with your smartphone.
5. Choose your video distribution channels
Making a video is just the first step. But how do you get your target audience to see it? There are many choices available to you:
● You can find them on YouTube and Vimeo. These are the first channels that anyone who wants to get into video marketing thinks about.
● Your website. Share the films on a blog, or on sites with customer reviews or About the company, if applicable. On the main page, you can also include a product summary or sales presentation.
● Share the link on all social media platforms where you are present. Ask your employees to repost it.
● Send a video via a newsletter. Email is the most private way to communicate with the public.
6. Optimize your videos for different channels
Unfortunately, creating a single video and posting it in its original version across all channels is pointless.
People visit various places for various reasons. On Facebook and Instagram, the same individual pursues different goals and is motivated by different factors.
How do you identify and use the appropriate channels for a certain video as efficiently as possible? Consider the following:
● Facebook narrows the reach of a post that includes a link to an external website. Upload the video to Facebook immediately, but with a shorter preview to make it easier to watch.
● People often use Instagram to relax and be inspired. Female audiences are looking for engaging and inspiring images and videos on this page. Use filters on your material to make it shiny and upbeat. Increase your shares on social networks by including a certain philosophy.
● YouTube is the most popular video marketing platform. However, according to YouTube’s rules, you must wait up to two weeks before making any changes to the video.
Fundamentals of YouTube SEO
Remember, YouTube is owned by Google, which prioritizes SEO-optimized content and uses a host of sophisticated ranking algorithms.
When adding a new video to your YouTube profile, be sure to follow these SEO tips:
● Video Title: To get started, use the YouTube Keyword Tool or another SEO tool to choose keywords. Then using other keywords put the main keyword in the video title and make it clear what your video is about.
● Video Tags: Consider the search terms people use to find videos similar to yours. Fill in the Tags box with them.
● Text on video: Add interesting wording to the cover image that answers the question “What is the purpose of this video?” “
● References: In the video description, provide a link to your website and social media accounts.
Write a detailed description of the video, using keywords. Tell them what the video shows, who will be interested, and what benefits viewers will get. You can also use a timestamp to underline your main point.
7. Engage your viewers
Keep in mind that your videos play an important role in the sales funnel. As a result, you cannot ignore the importance of interaction. Here are some engagement strategies to try:
● Publish new content regularly. People have to get used to the idea of you putting a lot of work into filming videos before they are no longer ready to reward you with shopping.
● A call to action can be made using visual components like a CTA button (with a link to the site / another video / etc.).
● Ask viewers to post questions in the comments section and encourage them to watch the next video for answers. This is how you will stay in touch with your audience.
● Encourage viewers to interact if you are filming live video on social media. Make live interactions a habit, such as once a week or once a month.
● Paid advertising is another great method to promote your video on YouTube and Facebook, increasing engagement since your video responds directly to user searches.
8. Monitor and analyze the performance of your campaign
To learn how to create a successful video marketing strategy, run campaigns with various KPIs and methods. You can try targeting different audiences, play with the lineup, and experiment with different choices of videos – short, long, finished, or quickly paused.
Metrics to watch
● The Engagement Rate: It shows how many people watched the video until the end, how many stayed at the beginning, how many people scrolled through the video before, and how many clicked on the link to your website.
● Views: Each website tracks the number of visitors. On YouTube, a watch lasts 30 seconds; on Facebook, it lasts about 3 seconds. Knowing the number of views on each platform allows you to deduce the types of videos that people are most interested in.
● Interactions and Social Recognition: Keep track of cues like shares, likes, and comments.
● ROI: Consider the money and effort invested in a certain video marketing campaign, as well as the bottom line. Was it worth it?
Adjust your subsequent activities based on the results and measures acquired.
Conclusion
The final approach will always be some kind of compromise between the desire to broaden the reach of the audience and the goal of achieving an acceptable ROI, as well as the desire to actualize some creative ideas in the video and the videos. real demands of the target audience. This is the origin of the video marketing approach.
Posted on June 24, 2021
