It’s been said that a picture is worth a 1,000 words. Well, most video frame rates come in around 29 frames per second—that’s a lot to be said in a 30- or 60-second video. A video marketing strategy for business is a vital medium for storytelling. It can have a huge impact on the success of your brand, promotional campaigns and content marketing efforts.
Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel. Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts…especially your social strategy.
And the numbers are in:
Need proof that video plays an important part of your digital content marketing strategy? Here are a few key statistics:
- In 2019, video content was to account for 80% of all consumer internet traffic.
- Social media videos generate 1200% more shares compared with images and text combined.
- 87% of online marketers use video content.
- The volume of mobile video consumption increases by 100% every year.
As a growing number of brands invest in content and industries get even more crowded, quick wins have become harder to achieve. To stick out from the crowd and disrupt congested sectors, the most successful brands are investing in video content with higher production values, when feasible. This might mean that marketing teams publish less alternative types of content but it also means that the content they do publish has much greater impact. In other words, now’s the time for your business to create a winning video marketing strategy. Video lends a longevity to content that other mediums cannot offer as readily. Think of it like this — shoot, produce, reuse. Shooting purposeful video content and pairing that with a thoughtful strategy can result in enough footage for several applications, cut-downs and iterative versions.
What’s in your videos is up to you. But Communications Strategy Group (CSG®) is here to help you get started. First, ask yourself a few questions.
CSG’s Critical Q’s When Starting a Video Project
It takes time and effort to create high-performing videos. But if you have the right video content plan and show a little creativity, you can capitalize on the potential to tell inspirational stories via video and encourage people to watch and take action.
Our video marketing services reflect our understanding of this medium — and the challenges it can present to marketers. To that end, we have developed a short checklist to guide the concepting phase of any video project.
How to Build a Video Marketing Strategy
- Start with your video goals.
- Define your target audience. For most videos, the more raw, thoughtful and
poignant it is, the more authentic the content seems – and that’s what
really matters to your audience.
- Figure out what story you want to tell. Keep creative requirements in mind and choose your type of video.
- Produce your video. Determine a realistic timeline and budget and plan your video accordingly.
- Distribute your final product. Choose distribution to maximize your reach, e.g., cut downs for social or email blasts, etc. Video has become ubiquitous on social media. Research shows that four of the top six channels on which global
consumers watch video are social channels.
Don’t Overlook the Details
SEO isn’t only relevant for your blog posts and websites. People not only use networks like YouTube and Vimeo to watch specific videos, but they also use search functions and tools to find video — there and everywhere. Name your videos descriptively but clearly, link to your website, use keywords where applicable and provide a straightforward description that compels users to watch
STORYTELLING AND CTA
Whether you are creating an evergreen brand/introduction video or numerous campaign-driven videos it’s important to stick to your video marketing strategy and tell a clear, conscious story that keeps viewers engaged and watching to the end. Once you achieve that, the call to action should be simple and well-defined. This is how you will track the success of your work.
ANALYZE AND PIVOT TO IMPROVE SUCCESS
The goal associated with your video can range from promoting brand awareness to specific lead gen metrics. But no matter the aim, it is important to remember and take advantage of the test and pivot method. Pay attention to small revisions that can be made based off of performance findings to continually improve the success of your content.
If you aren’t creating video, you’re likely falling behind. But don’t fret, a video marketing agency will arm you with a comprehensive video marketing strategy to serve as a blueprint for success. And that is every bit as essential as the final execution.
Whether you’re ahead of the curve or just stepping into the scene, our video marketing services can help you bring videos of every kind to vibrant life. Get in touch to find out how we can support your next project.