It fell during your last summit meeting with your teams: your company absolutely must have a real video marketing strategy from a brand strategist.
The entire team already has eyes that sparkle, thinking of all the advantages you will be able to obtain from it…
Fresh and dynamic content, climbing conversion rates, more committed targets… only good in perspective!
Know your targets at your fingertips ❤️
As you understand, any marketing strategy, whether digital or not, is established on understanding the company’s targets. And a video marketing strategy is not an exclusion from this regulation.
As a good marketer, we suspect that you already have an idea of who the target audiences are. But do you know what they expect in terms of the video?
Before you even start putting together your ideas for great videos, take stock of what you know about your target audience in terms of…
Topics and themes of interest. Beyond your products or services, what do your potential customers like to consume content about on the web? What are the challenges, the day-to-day concerns to which your offers respond?
If you’re just launching your video marketing strategy, perhaps you don’t yet have a deep understanding of your customers’ expectations or how they consume content. You can also ask your existing customers about their expectations, for example by offering a promotional benefit in your newsletter in exchange for completing a survey. After all, maybe you will interview them to feed your video strategy no matter what? 😉
Determine the objectives of your video marketing strategy 🎯
How to do without objectives when launching a new technique or a new marketing channel? You have 3 hours.
Increase your notoriety on the Internet. Video has a certain branding power and helps you build or solidify your brand image as well as its memorization.
Increase the time spent on the pages of a website. By inserting videos in your landing pages and blog posts, you make your guests choose to remain there longer.
Increase your conversion rates. Many studies indicate that the use of video can greatly increase the conversion rate of a website. For example, SEO king Neil Patel made fascinating marketing research: by incorporating a video into a landing page, he improved his exchange rate by 64%. A micro-optimization that brought in $21,000 in additional revenue for the company, all the same.
Animate a community on social networks. Whether on YouTube, Instagram, Facebook, or even LinkedIn, video has the surprising power to bring users together and animate authentic exchanges between you and your audience.
Assist with commercial or after-sales procedures. There’s nothing like a product presentation video to better persuade BtoB aims, or even your products’ tutorials to save your post-sales teams a great deal of time.
Organize a brainstorming with your marketers, your sales representatives, and your communication department to determine them. Teams united around the same objectives are already a strategy that is going in the right direction!
Integrate video into its current marketing mix 💡
Armed with your best goals and your customer knowledge, you are ready to make video a new format in your digital marketing strategy through trade advertising. Cheer! Now it’s time to ask yourself how your marketing videos will fit seamlessly and relevantly into your current strategy.
To make your videos truly reflect your business or brand, be sure to think about two key things:
The graphic charter of your videos. How will your logo appear on your videos? Will it be animated or fixed? Do you have a sound jingle in mind, an idea for an outro (end screen), or YouTube thumbnails to develop?
In short, even if you are just starting in video marketing, your content must integrate very smoothly with the existing one.
Determine the video formats to create 🎨
At this point, you have a pretty good idea of how your video strategy will turn out. So, let’s get to the heart of the matter: it’s time to think about the different video formats you’ll be able to create.
As you browse through your current content, you should come up with a whole host of ingenious ideas for your video schedule. If that’s not enough, also consider these different types of videos, which work particularly well in a marketing strategy:
- Product or service presentations, modern-day product pack shots
- The interview, whether with your customers, your internal experts, or partners
- The product demo or the tutorial is ideal for supporting your customers in their use of your offers
- The social video is short and essentially composed of images and animated subtitles
While reading this list, you have no doubt had some dazzling ideas: don’t let them escape and write them down!
To do this, you can for example think of a series of videos, all based on the same theme. Why not even consider creating a web series, where each episode is built on the others?
Lacking inspiration? Discover 8 examples of advertising spots to avoid the white page syndrome.
Whatever the formats on which you launch your strategy, this step will in any case allow you to have a more precise idea of the video budget to devote to it. Indeed, an animated video presenting a product, or an interview, requires more budgetary resources than a social video, which is easy to create on your own with a suitable video tool.
Choose the right distribution channels 🖥
We assume that you are extremely encouraged to make videos to feed your marketing strategy. But, throughout your reflection, you must not forget a crucial element: a video only makes sense if we think about how we will distribute it.
To put it another way: no matter how much you create the most interesting and differentiating videos on the entire web if you can’t get them to your targets…
So, learn to list all the locations on the web where you go to sow your video seeds, to germinate a real passion in your targets for your business:
That’s all you need to increase the time spent on your pages, and therefore potentially boost your conversion rates.
On YouTube? With 46 million unique visitors per month in France alone, YouTube is THE ideal video platform to promote your videos. To perform there, you will have to subscribe to all the good practices of YouTube referencing: catchy titles, relevant tags, well-thought-out end screen to increase the viewing time on your channel…
Here is a summary of the different video formats depending on the platforms and the uses you can make of them.
- Horizontal video
- YouTube advertisement on desktop screen
- Twitter Advertising
- Organic posts on YouTube
- Organic posts on Twitter
- Integration with pages and articles of your website
- Vertical video
- Story on Instagram
- Story on Facebook
- YouTube mobile advertising
- Advertising in Instagram stories
- Square video
- Organic posts on LinkedIn
- Organic posts on Facebook
- Instagram organic posts
This is what the same video would look like, produced in three different formats:
Plan the creation of your videos 🎥
You now have concise objectives in mind, your important ideas, as well as the first ideas for videos. So, it’s time to put all this on paper and plan the creation.
Are there other great videos coming out along with your latest ad campaigns, or your later white paper? Incorporate the show dates of your videos into your overall historical preparation.
In this editorial schedule, create at least 4 columns, detailing:
The topics of your videos
The distribution channels associated with each of the videos, and the formats in which you should plan to edit them
Filming, editing, and broadcast dates
With these 360 visions of your video schedule, you will be able to protect yourself and create a real video marketing strategy. Why not think about creating a recurrence in your schedule, like “Thursday interviews” or “Friday Top 5”?
How long does it take to make a good video?
Here is an appropriate question to manage your editorial preparation! However, the answer is not as simple as it seems, since it depends on the type of video you are thinking of.
Analyze the success KPIs of your strategy 🔎
Their daily monitoring is essential to determine if you are going in the right direction, or if your video marketing strategy is only to please your boss, a big YouTube fan.
Awareness and engagement goals for your community
- Number of views
- Watch time (watching time) on YouTube
- number of likes
- Number of subscribers to your channel
- Social networks
- Engagement rate: likes, shares, comments, retweets
- Number of influencers reached on social networks (if you have an influencer marketing strategy elsewhere)
- Number of impressions of your social media ads
- Number of mentions of your brand
- Natural referencing (SEO)
- Positioning in Google video search results
- Increased time spent on your web pages
- Conversion goals
- Click-through rate on your video ads
- CTR (Click-Through-Rate) on your YouTube end screens
- Increased time spent on your web pages
- Commercial and/or after-sales objectives
- Number of contracts signed where the prospect has previously consumed a video
- Number of demo video requests
- Number of after-sales service contacts linked to a problem using the product
Have you overlooked any of these 7 steps? Congratulations: you now have all the keys to launch a video marketing strategy that will engage your targets, develop your notoriety, and increase your online performance.