Venturing into the world of video marketing is exciting stuff – a potentially game-changing tactic that can capture your target audience’s attention, make you more visible in searches and convert prospects left, right and centre.
Except it’s not quite that simple. Because as well as the necessary approvals, budget, and executive buy-in, you’ll also need a video marketing strategy.
Whether it’s your first foray into video marketing plan or you’re already a convert, you can go a long way to making sure your next campaign’s a success by getting a strategy together. That’s a fancy way of saying you’ll need to write down who you’re aiming at, what you want them to do and how you’ll measure the results. It’s all about making sure your video content is aligned with your company’s bigger objectives.
A structured video marketing strategy framework
We don’t want to give all our secrets away here – we’d much rather share them with you in person. But here’s a brief look at the main steps we go through when we’re coming up with a video strategy.
- Internal market view
We immerse ourselves in your business; discovering why, what and how you do what you do; what makes you different; who you’re targeting; who the main competitors, peers and influencers are; and what you want to achieve.
- External market view
Next comes market, business and customer analysis, where we’ll define the triggers, barriers and opportunities to reach, engage and lead our ideal customers to act.
- Shape the strategy
We’ll define approaches to targeting, tactics and messaging; give recommendations on timings, budgets and resources; and specify the measurements used to track results. The plan will include video as well as other mediums where appropriate.
- Continous improvement
It’s an ongoing process, so each month or quarter we’ll optimise the strategy by measuring and analysing results, testing different variables and continuously bettering the results.