Videos have become one of the most important tools in the marketing toolkit for almost every business. If you haven’t incorporated videos in your marketing plan, then you are lagging your competitors.
Your video marketing plan doesn’t need to be incredibly detailed, but you should have a good idea of how you’ll align video content with the goals of your company.
Including videos on your landing pages can increase conversions by 80%. In addition, 92% of mobile video consumers share videos with other people. Videos are a powerful tool to reach and engage with your target audience.
The following are a few tips that would be helpful while developing an effective video marketing strategy.
Determine the Objective Your Video Will Fulfill
To justify videos that may be related to your B2B product, your business needs to understand why you’re creating video stories, what are you trying to accomplish and with whom. So, you must have a simple, one-liner mission statement, that sums up –
The type of content you want to create.
Who is your target audience?
What’s the value-added to your content?
Outline the Video Topics and Types You’ll Create
Before implementing video across any enterprise, it’s important to outline your scope. Have a look at the functions which will be using videos and the topics you want to cover in the video.
As per your requirement, you should decide which types of stories you’ll need to tell under each of these functions. The type of story should be selected as per the services and products you are showcasing.
Figure Out Who’s Going to Create Content
Depending on the production quality and budget, you might be able to invest in an in-house videographer or even a team of marketers dedicated to creating videos. If you have a high budget, you can outsource an agency to do it for you.
Overall, assess the resources you’ve got and figure out if you’re developing content in-house or outsourcing production, and how you will draw the distinction on various projects.
Where Your Content Will Be Posted
Whether you’re reusing webinar content, creating how-to videos, or behind the scenes interviews with your management team, you need to know where your videos will be live on your website.
You’ll notice that major brands behaving like media companies tend to have entire pages of their websites devoted to video. Take a look at The Lego Group for instance.
To get started with a video on your own site, try incorporating relevant videos into blog posts and creating a video hub where all of your content is organized into categories.
Determine Performance Metrics
The final part of your video marketing strategy is about measuring the value of each video. Track the feedback you are getting and the amount of traffic that’s flowing to your website. Work out what’s working and what isn’t. Like with anything, you need to constantly test to get the best results.
A well-planned video strategy keeps you away from creating aimless content. Your videos should have a purpose aligned with your business goals.