Video Marketing Strategy 2015 For Profit – Tips, Trends, Strategy Best Practices – Realistic SEO
How to Plan Your Video Marketing Strategy
You’ve done it, you savvy good-looking marketer.
and how to use video marketing to create and grow a passive income stream and get more subscribers :
You got the necessary approvals, budget, and executive buy-in to start with video marketing for your brand. You’re joining the big leagues! Video is going to be the game-changing tactic you use to capture the attention of your target audience, become more visible in search, and convert prospects throughout the funnel.
What about your video marketing strategy?
Whether you’ve just stepped into the scene, or you’ve been using videos for ages, you need a road map outlining what it’s all for, where you’re going, and how you’ll measure success.
Your plan doesn’t need to be incredibly detailed (as the performance of your first few videos will often reveal some necessary modifications), but you should have a good idea of how you’ll align video content with the goals of your company.
A solid plan can be the difference between knowing your content is delivering ROI, versus throwing metaphorical spaghetti at the wall and seeing what sticks.
Here’s how to map out your purposeful video marketing strategy.
1. Determine what your video content will accomplish (and for whom)
what type of content you’ll make: Educational videos? Entertaining? Practical? A mix? Your brand’s tone and audience’s needs should determine your approach here.
Exactly who you’re making this content for: outline your target demographic with as much detail as you can.
What your audience should takeaway from your videos: What’s the value add of your content in particular? What does it help your audience do?
In order to justify videos that may be unrelated to your B2B product (often the mark of true content marketing), your business needs to understand why you’re creating video stories. What are you trying to accomplish and with whom?
Write out your statement like this: “At (Company name), we make (adjective) video content for (specify target audience), so that they (exactly what you want them to do).”
All set, now for the videos…
2. Outline the video topics and types you’ll create
When looking to implement video across an enterprise, it’s important to outline your scope. First look to which functions of the business will be using video and whether the assets will be used internally, externally, or both.
For example, if you run an enterprise B2B software company, you might want to break video content down as it supports different business functions, such as “Product”, “HR”, “Corporate Events”, “Internal Communications”, “Sales”, “Support”, etc. From there, you should decide which types of stories you’ll need to tell under each of these functions.
In the “Product” vertical, for example, you might have stories to tell about a certain product lines, the theme of analytics, and the theme of optimization. These are your official “content pillars” that become what you’ll build video concepts and campaigns around. These are usually broad and, in most cases, shouldn’t be too product heavy at the top of the funnel.
Learn how to map your video content to all parts of the funnel and drive viewer’s through the buying cycle with this handy post, or see some awesome B2B video examples for some inspiration.
3. Establish who’s responsible for creating content
Depending on the production quality you’re aiming for and your budget, you might be able to invest in an in-house videographer, or even a team of marketers dedicated to video. However, you might also be outsourcing high-budget content with an agency. Overall, assess the resources you’ve got and figure out if you’re developing content in-house or outsourcing production, and how you draw the distinction on various projects.
Where do you get started?
Your marketing team could aim to kick off video efforts with a small, three-part video series for internal communication, for example. This is similar to how Canadian mega-brand Telus got started, and based on the success of their in-house video production team, they now create a whopping 500 video stories a year to amplify their brand message. In a B2B example, Taulia creates content with a mix of in-house and outsourced footage. They collaborate with an agency to ensure scripts and concepts are targeted to their buying personas.
Overall, a video strategy keeps you from creating aimless content. Your videos should have a purpose aligned with your business goals.
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