As video evolves as the future of marketing, businesses that don’t use video are at an increasing risk of being left behind. But without a properly planned video marketing campaign, you may be destined to spend time and money without getting results. To create a successful video marketing campaign, consider these four crucial elements first:
Goals
Before embarking on a video marketing journey, define your brand’s unique goals by asking yourself a few key questions: Is video content necessary to supplement written content? After launching branded videos, are you expecting higher sales, engagement, or both? Do you want to establish a community of brand advocates on a particular platform? Creating video content without first reviewing exact goals associated with a campaign can lead to few, if any, results.
Benefit: Beginning with a basic idea of what your brand needs to accomplish through video marketing will help guide the rest of the planning process.
Target Audience
Depending on audience, a video marketing strategy may need to have several components. For example, if you want to target one customer who watches video at night and another who watches video during lunch, different streams of video production and development will be necessary. If the goal is to retain paying customers versus targeting a new market, video content needs to adjust accordingly.
Benefit: Understanding the interests, needs, and problems of your audience is the first step to creating targeted, effective video content.
Distribution Channels
Apart from design, video marketing campaigns must include a plan for distribution. There are many options currently available to publish and distribute video content, and more appear every day. When self-hosting video content, you have the benefit of owning the platform and simply distributing it through other channels. Videos hosted on third party platforms are subject to that platform’s terms of use, so establishing distribution channels in advance is a crucial step before going live with your campaign.
Benefit: Getting this right from the beginning will maximize the reach of your content and return more traffic, leads, and sales.
Analytics
Without metrics to track the success of your video marketing campaign, there’s no way to understand what worked and what didn’t. Simply put, you need solid analytics to track and measure the success of a video marketing campaign. Between cross-platform performance, engagement levels and overall reach, analytics make it possible to sift through ineffective strategies to find what works best in a short amount of time. With ongoing review of performance analytics, video marketing strategies can be tailored to enhance results.
Benefit: Analytics equip marketers by improving upon strategies, identifying inefficient tactics, and outpacing the competition.
The Takeaway
Though not comprehensive, these four elements are essential to the success of any video marketing campaign. Depending on your brand’s budget, you may need to plan for advertising video content. If the best advertising platforms are chosen, paid traffic can lead to higher engagement, exposure, and sales in the early stages of a video marketing campaign.
Which planning stage do you struggle with the most?
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