A video marketing campaign is one of the most powerful tools we have to reach our audiences. According to several studies, video content is one of the best ways to attract audiences attention. Also, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. These are some of the reasons why 81% of businesses use video as a marketing tool — up from 63% over the last year.
However, using video content doesn’t guarantee a successful marketing campaign itself. Even if you have the best video ever, but you target the wrong audience, your campaign won’t be as great as it could be. Before creating videos and sharing them, take your time to think about what you want to achieve and how are you going to get it.
If creating amazing video marketing campaigns is your goal then keep reading:
1. Define your video marketing campaign goals
This one is probably the most important step when planning your marketing campaign. If you want to achieve success, first of all, you should define what “success” means for you. Do you want to get more traffic to your website or you just want to increase your brand awareness? Depending on your goals, your video content or your audience could be completely different.
Take your time to define what do you want to achieve in short and long term and assign a budget for it. It’s a great idea to create a planner, scheduling different actions with specific deadlines. Remember, your goals should be SMART: Specific, Measurable, Assignable, Relevant and Time-based.
2. Define your target
Once you have defined SMART goals for your video marketing campaign it is time to start thinking about WHO is your audience. To do this, you must answer this question: “Who do I want to see my videos?” For example, if you want to promote service as a dog walker, your target will be dog owners. Not cat owners or anyone who hasn’t got any pets.
Try to know as much as possible about your audience. This is definitely one of the keys to a successful campaign. Social Media is a great tool to keep in your audience insights. For example, Facebook can help us to know the average age of our followers, their gender, their location… Just have a look in the “People” tab, in the “Insights” section, and find out who your audience really is. You might be surprised!
3. Define your pieces of content
After defining your goals and target, the moment of truth arrives. Now you will have to decide what kind of video content you want for your campaign. First of all, define how many pieces of content your campaign will have. Are you going to focus on just one video or are you going to create several pieces of content? How long will this content be? 30 seconds? 60 seconds? For example, you could create a piece of mother content and publish it on a Landing Page. Then, you could drive traffic to this page through smaller pieces of content posted on Social Media. The strategy is up to you!
When you have defined the structure of your video content it’s time to think about design aspects. Try to put yourself in the shoes of your audience and find the best way to reach it. What kind of video will attract their attention? There are thousands of choices out there, just think in terms that best suit your company.
4.Create your content
Now that you know exactly what kind of content you want for your campaign you have to decide how to create it. This step could seem difficult and expensive. However, with the right strategy, it could be the easiest one if you know where to look!
Did you know that there are apps that can help you in your video creation process, wiping out high production costs? For example, Sixty Seconds, allows companies to create their own branded videos in less than a minute – and the process is as easy as filling out an online form. Just explore different tools and find the one that suits your needs the best.
5. Share your video marketing campaign!
Finally your video content is ready – but don’t relax! Now you have to decide where you are going to share your videos. A well planned paid campaign could take your content to clients, prospects and also create lookalike audiences far outside your brands current reach. Don’t forget to share it in organically on your social media profiles as well. This is a great tool to reach your audience for free.
And that’s it! In only five steps you will have a successful video-campaign that will boost your marketing efforts. Just remember, you should review your campaign constantly and see what works better or what you could improve. Good luck!
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