A video marketing campaign is one of the most powerful tools to reach audiences. According to several studies, video content is one of the best ways to attract and retain user attention. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. This is just one reason why 81% of businesses are using video as a marketing tool — up from 63% last year.
However, using video content doesn’t guarantee a successful marketing campaign. Even if you have groundbreaking video, you need to make sure you are pairing this up with the best possible audience to ensure your campaign performs as great as it possibly could. Before starting your journey into video marketing, take your time to think about what you want to achieve and how are you going to get there.
Below are some useful hints and tips to consider when planning your video marketing campaign:
1. Define Your Campaign Goals
This one is undoubtedly the most important step when planning your marketing campaign. If you want to achieve success, you should first 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?
Your video content will need to be perfectly created to enable you to achieve your goals. If you have multiple goals it is almost guaranteed that you will need multiple videos to achieve these goals.
Take your time to define both your short term and long term goals and use these to shape your marketing collateral. Remember, your goals should be SMART: Specific, Measurable, Assignable, Relevant and Time-based.
2. Define Your Target Audience
Once you have defined your SMART goals, it’s time to start thinking about WHO your audience is. To do this, you must answer this question: “Who do I want to see my videos?” For example, if you are promoting a product video to increase sales, you must know who your ideal customer is.
Buyer personas are the best way to understand your target audience and how they want to be engaged with. To create accurate buyer personas you need to gather real data about your current customers along with market research. Consider including the following when formulating your personas. The more detailed you are, the better your ability to target the most effective audience, avoiding wasting time and effort on irrelevant campaigns.
- Customer Demographics
- Behaviour Patterns
Social Media is also a great tool to keep in mind for audience insights. Facebook can tell us the average age of our followers, their gender, location etc. Just have a look in the “People” tab, under “Insights” to find out who your audience really is. You might be surprised!
3. Define Your 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. Varied content performs better compared with a single piece of content alone.
Don’t just use one video in your campaign. Introduce variety to excite your audience with a range of video content ensuring they don’t see the same content twice. Then, consider supporting your video content with text adverts, display adverts and relevant blogs and case studies.
You could create a piece of mother content and publish it on a Landing Page directing 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 assets. Try to put yourself in the shoes of your audience. What kind of video would attract your attention?
4. Create Your Content
Now that you know exactly what kind of content you want for your campaign, you have to create it. Depending on the design expertise at your fingertips, this step can often be difficult and expensive. However, if you know where to look there is no reason why this cannot be easy and affordable.
Did you know that there are apps that can bypass the video production process, wiping out high production costs? Sixty Seconds allows companies to create their own branded videos in less than a minute simply by selecting a template and adding your own text.
Your video will be sent back to you faster than you can make a cup of tea!
5. Share Your Video Campaign!
Your video content is ready – but don’t relax! Now you have to decide what platforms you are going to use to promote your message. A well planned paid campaign could take your campaign to the next level, expanding your reach and increasing your brand awareness.
Also, don’t forget to share it in organically on your social media profiles as well. This is a great tool to engage your current 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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Contact our team to see for yourself how simple video creation can be.