VIDEO MARKETING STRATEGY
A video marketing strategy plans the creative direction and goals of the video. The strategy projects what the videos are going to achieve and how.
VIDEO MARKETING GOALS
Before we even jump into making videos we want to know what you plan to do with them. What are your goals? Why are we making videos? Awareness? Call to actions – CTAs? Product launches, new services?
When viewers watch the videos what do we want them to do? Buy now, sign up? Register? Click through to the website? Learn more? Watch another video? Share? Comment?
Who are we trying to reach and how many pf them are we reaching?
Just like with TV and radio, how often are we hitting potential viewers and via which media? Facebook updates, YouTube shares, LinkedIn, Instagram… is this a one and done blast or are we planning to share on a schedule?
PR / MEDIA OUTREACH
Is there a PR / Media Outreach element? Are you, or we, pitching the media? This is an amazingly effective and mostly free way to get exposure provided you;’ve created COMPELLING VIDEO CONTENT and have a great story to tell.
SOCIAL MEDIA SHARING
Of course social media is involved! Facebook, Twitter, YouTube, LinkedIn, Instagram and even SnapChat – not for everyone but many. This is how we get the word out and create a base for shares, comments and most importantly clicks.
The hidden secret of most successful viral videos – they paid for it. They didn’t pay for all of it. They paid to “jump start” the views and sharing and the creative did the rest. Any big brand video you see with millions of views – they paid for at least 30% of them.
Those amazingly successful personalities on YouTube and Instagram? They can be bought. Sometimes for just a little investment and sometimes for quite a large investment but they have a built-in, engaged audience and for he right price they’ll either help promote your video or work with you or your creative agency to produce one, that can be shared across all of their social media channels and kickstart views, sharing and sales.
MEASUREMENT AND ANALYTICS TO KPIs
Finally, how are we going to measure the results? We track video analytics and overall social media analytics against sales, subscriptions and engagement and other KPIs to see what’s working and what’s not. We double down on what is and ditch what isn’t.