6 Easy Steps To A Successful Video Marketing Campaign
What makes video marketing so popular at the moment? Perhaps it’s our fascination with social media or our brains finding a keen interest in visuals. Whatever it is, more brands and businesses are utilizing video within their marketing strategy because it can be extremely effective in driving sales and converting leads into customers.
Video marketing is also something that’s easy enough to do. All you need is a great idea along with the skills and tools required to bring it to life.
In this article, you’ll find six easy steps to help with your next video marketing campaign. But first, let’s quickly cover the benefits of focusing on video marketing in 2021.
Why is Video a Good Focus for Marketing in 2021?
So why is video marketing so important for your business? According to a survey, 92% of marketers say video marketing is an important part of their marketing strategy.
“40% of businesses spend their marketing budget on digital possibilities, and the rest 60% is still figuring things out traditionally.” – responsify.com
“54% of customers are looking for more video content from the brands they favor.” – hubspot.com
“84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.” – optinmonster.com
Videos are great for SEO
Videos can be great for SEO. Updating your website with embedded videos can help boost your web pages up the ranks. YouTube is one of the most popular platforms out there currently and so associating it with your website can be highly rewarding. When you embed Youtube videos on your website, please use the lazyload method for faster load times.
Videos help sell your product
With videos, you’ve got more opportunities to showcase your product. An article on a blog site or a still image on Instagram will only convey so much to your customers. With video, you can create how-to tutorials and more in-depth communication that will help convince your audience to purchase or follow your brand.
Videos help build loyalty and trust
Consumers want more from the brands they engage with and purchase from. One of the most important things to a customer is trust in the brand. According to Edelman, 81% of consumers say they need to be able to trust the brand before they buy from them.
Video content can help build that trust in the brand because it helps communicate their intentions. Once a customer can trust a brand, they’re more likely to remain loyal to the brand, regardless of others that crop up on the market of a similar product or service.
Six Steps for a Successful Video Marketing Campaign
In order to achieve the best chances of success with a video marketing campaign, preparation and planning are key. With marketing in general, a lot of it is learning from experience. Finding what worked the first time and then ruling out or trying something new on the second attempt.
With that being said, here are six steps that can help your business with its next video marketing campaign.
1. Define who your audience is
Skipping this step is one that would be detrimental to the results of your video marketing campaign. Understanding your audience and knowing who they are is critical because you could have fantastic content but it’s not catered to your target market.
There are a lot of great tools and software that you can use in order to gather information on your audience. Data is beneficial and most businesses will have some volume of it already available.
Look at any existing sales data to determine who’s already buying your products or services. For your website, platforms like Google Analytics are a fantastic insight into the demographic of your users.
General data collection can come from forms and these can be generated using tools like Wufoo, saving both time and resources. By defining your audience, it gives your campaign more chance of success.
2. Tone of voice and the campaign message
Branding is important when it comes to your video campaigns. As mentioned above, you need to provide a reason for customers to trust you. Think about the tone of voice that you’ll have when it comes to the video’s content, will it be friendly and casual or formal?
The overall mood of your video should accurately reflect your brand. You’ll also want to consider the campaign message. What is it that you’re aiming to achieve with this video? It could be that you’re wanting to encourage more traffic to your site or to notify your customers of a new product launch.
Understanding the objectives of the campaign itself will help avoid it veering off-course. The campaign can be more effective if you outline what you hope to achieve at the beginning.
3. Allocate a realistic budget
Not every business has an unlimited budget when it comes to marketing. Typically, total marketing budgets are usually between 5 to 12% of the business’ total revenue. However, that total revenue might not whittle down too much when distributed to the marketing department.
Allocating a realistic budget is important so that you don’t overspend and reduce the ROI that you are aiming for with the campaign itself. That means you’ll want to make every bit of the budget count.
A successful marketing campaign from a financial point of view, requires budgeting. Estimate your costs and find ways to make the budget work, without compromising on the quality of the video campaign itself.
The more effective each video marketing campaign is, the more you’ll have to work with when it comes to the next one.
4. Develop the content
It all comes back to the planning, especially when developing the content. Consider the type of video you want to create and what the content is going to be for. Is it going to be a long thirty-minute video or a bite-sized one that can be watched within 15-30 seconds? According to Wistia, videos that are up to 2 minutes long get the most engagement.
You want to think about the contents in relation to what you’re trying to achieve. If the intention is to sell more products then tutorials or product overviews might be the most effective.
If the objective is to drive more awareness of the brand, then vlogs or educational content are a great insight into the business. They’re a great ‘behind-the-scenes’ look at the brand from within. The content is likely the most important part of a video marketing campaign. Failure to provide engaging content and the user will likely switch off before you’ve even had the chance to deliver your call-to-action.
Create an editorial calendar to provide structure to your video campaign. Consider timings, schedule of the publications, and any goals or objectives for said campaign. When you’ve got all this down, you’ll want to ensure delegation of responsibilities is done effectively. Trello is a good platform to use to organize your team for maximum efficiency.
5. Choose the right software and services
The right software and tools for your video marketing can influence the success of your campaign. It’s no surprise that technology can be a great help in assisting with the tasks needed to create stunning visuals that engage and wow your audience.
There are a few worth mentioning that will prove useful to video marketing campaigns both on a local, national, and international scale.
Celtx for script creation
If you’re not that well-versed in script creation then Celtx is an excellent one for any marketing department that’s lacking those skills in scriptwriting. Celtx provides production tools to help the whole team collaborate on a storyboard or script for the video content itself. It can help transform your ideas into engaging and thought-provoking scripts for your video content.
Celtx offers different pricing depending on what type of video production you’re creating. This can be scriptwriting, video, or game production. They also do bundles whereby you can more than one of these categories, helping you save money!
Happy Scribe for transcribing
When catering to international audiences, Happy Scribe can be a great one to help transcribe and translate audio files. This process can take minutes, saving you a lot of time and resources in the process.
The pricing for Happy Scribe is calculated by the minute and so can provide a great deal of value than having it done through outsourcing via a human translator.
Filmora for video editing
Filmora is one of many video editing tools that require little to no experience in video editing. It supports a wide variety of formats and over 300+ effects to create visuals for your videos. If you are a video wizard or hire one, chances are they would use something like Adobe Premiere Pro or Final Cut Pro.
With Filmora, you can take advantage of this software for free before deciding on a subscription. WeVideo and Clipchamp are also a good alternatives for product videos..
6. Distribution to the right channels
Finally, it’s critical to ensure your content is being distributed via the right channels. Think about where your audience is located and how easily transferable the content is on multiple channels. You may have created content for IGTV but you may want to create shorter snippets for Tiktok’s video lengths and longer versions for YouTube.
There are lots of ways in which you can get your video out there by publishing it on multiple platforms or sharing the video with email marketing and on your website.
Make 2021 the Year of Success with Video Marketing
Video is a strong influence in marketing and it’s why you should be focusing your attention on video marketing this year. Incorporate video content into your marketing strategy and see the great impact that video can have on your business.
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