The statistics say it all. More than 86% of businesses use videos as their marketing tool. At least 94% of marketers agree that videos have helped increase user understanding of their product or service. Not only that– 80% of marketers also feel that video has a direct, positive impact on sales.
Those staggering numbers show that video marketing should no longer be a nice-to-have strategy. It’s now a must-have for every business that aims to cut through the digital noise and stay relevant. But, the thing is, not all marketers fully understand how to utilize video marketing strategy to its fullest potential.
Video marketing strategies are so much more than creating a couple of videos and making them available on the internet. We wish it was that easy. We’ll dive into a quick guide to high-performing video marketing in 2022.
Define Your Goals
Before you start anything out, the first thing on any video marketing checklist should be defining the goals or understanding your objectives. Ask yourself, “What am I trying to achieve with this video?”
Understanding and defining your goals is not only helpful for deciding what approach you should take in the whole process– but it also makes it much easier for you to choose the right video type. Not to mention it also help you keep the whole production and overall strategy on track. Sudden changes in scripting, messaging, goals, and more can throw your whole production off-kilter.
For example, if you want to attract more new audiences and boost your brand awareness, short and engaging videos like explainer videos and how-to videos are perfect for the top-of-funnel (ToFu) strategy. Meanwhile, at the bottom of the funnel where people are ready to purchase, you can provide customer testimonial videos or training videos.
Maintain a Realistic Budget
Cash rules all. Yes. Planning the best-performing video marketing strategy might seem so much fun. But, let’s be real. Without a proper budget, you’ll find it more challenging to make anything happen. Plan for the money and resources at your disposal. Understand what you can splurge on and what you need to spend on.
When your business just started out, and you have a shoestring budget, you can start with simple DIY marketing videos that cost you no penny. Many video marketing tools allow you to create video content quickly using their pre-built templates. However, if you have an extra budget and can afford a professional team, you might consider working with a video production company for more professional-looking videos.
Understand Your Audiences
No matter how brilliant your video content is, if it doesn’t speak to your audiences, what’s the point? Having a solid grasp of who you expect to watch the video will help you create content that resonates with them. They will retain your messages smoothly, understand what you’re saying, relate to your messages, and take action.
A high-performing video marketing strategy always has a specific target audience. When you try to appeal to everyone with your video, you appeal to no one. Let’s say you’re targeting younger crowds (i.e., Gen Z or Millennials). Using a casual, like-friend tone as well as including popular trends work best for the video. Meanwhile, professionals and older generations might prefer videos with straightforward messages, a formal tone, and not-too-colorful visuals.
Figure Out the Story You Want to Tell
The best thing about video marketing is that you can tell your story without boring your audience. With the combination of visuals and audience elements, you can get your messages across in intriguing story-driven narratives. That’s what plain text or static images can’t afford to do.
The story you tell should be aligned with your video marketing goal to take the viewer on a journey. Remember that a good story will also leave an impression on those who watch it. So, it’s essential to think about what emotion you want your story to impart to the viewer as you craft your story.
Do you want them to cry? Do you want to inspire them? Or do you even want to make them laugh? Everything from the script, props, and characters on the video will communicate this.
Choose the Right Platforms
Creating marketing videos is one thing; making the world knows about it is another. The distribution process is just as important as the production itself. Well, everything means nothing if your video is left unseen, right?
Sharing the video across your digital platform is crucial. To make it less daunting, though, you can find out where your target audiences are hanging out. Understanding each platform’s demographics can help you a lot.
For instance, if you want to generate leads, adding the video to your landing pages is a good idea. If you want to appeal to younger audiences, social media platforms like Twitter, | Instagram, and even YouTube might be a better idea. However, there’s no platform that works best for targeting B2B companies or job seekers than LinkedIn.
Pay Attention to the Analytics
Analytics can help you improve your video marketing strategy time after time. With all the data represented to you, you’ll understand what kind of content gets the most and least engagement.
In other words, video analytics makes it much easier for you to know what needs to be improved and doubled down. You can use tools like Vidyard, Wistia, or Google Analytics to get valuable insight into your video performance.
Stick to a Schedule
There’s no such thing as an overnight success when it comes to video marketing strategy. It always takes time and effort to see visible results. Commitment and consistency are key here. Make sure you have a posting schedule. Sticking to a regular video posting schedule will help you build a community as well as solid brand awareness.
Video marketing has now become an essential part of every savvy marketer’s toolbox. In 2022 and beyond, this strategy will be used for businesses that aim to engage their audiences to a whole new level. With the quick guide to video marketing below, now you understand what you need to bring to the table so that you can take your business off the ground. Here’s a checklist so you can ensure that your video marketing strategies are on the right track.
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