Every video needs a great marketing strategy if it’s ever going to get seen by the right people, but where do you begin? Here are 6 questions you must ask yourself before getting started with video marketing.
1. Who is Your Ideal Customer?
To get started with any marketing strategy, the first thing you need to do is identify your ideal customer. Once you know who you’re targeting, you’ll have a better idea of the type of videos you should be creating.
For example, ask yourself, how old are they, where do you live and what's their average income. I would recommend creating at least three detailed customer personas so you get a better idea of who your customer is, the solution you can help resolve and how to best market to them.
2. What Are Your Goals?
Every video you create should help you to achieve your goals, whether that’s driving traffic to your website, increasing your brand awareness, or converting new leads.
Although we usually have multiple goals within our marketing strategy, it’s important that you focus on one goal per video to avoid confusing the viewer. Every video you create should have a different purpose in your strategy, working together to guide your customers through your marketing funnel.
3. What type of video you should use?
All marketing strategies are based around a core funnel that helps turn your target audience into paying customers. The video marketing funnel is split into four stages, with different types of videos best suiting each specific stage:
It starts with you building awareness of your brand by posting your videos on different social media platforms that inspire, educate, and entertain your audience. Types of videos you could create include:
- Tutorials, guides and reviews
- Interviews with industry leaders
- Behind the scenes of your company
- Social media adverts
All your consideration videos need a strong call to action, telling your audience what they should do next, such as clicking through to your website or subscribing to your mailing list.
The consideration stage is all about guiding your customer through the evaluation of your product or services. Make it easy for them to find key information about what you do and how you can help them. Types of videos that work well in this stage include:
- Customer case studies
- Short documentaries
- Detailed product demonstrations
Once they have all the facts, help your customer make their final decision and close the deal. Some great videos to help your customers decide whether they should work with you include:
- How to use your product
- A personalised video that accompanies proposals
Personalised videos in particular are a great way to explain how you can help them with their unique problem and the results they will see. It’s also a great opportunity to thank them for their time.
Existing customers are some of the easiest to sell to, as they already know what you do, how you did it and the results they can expect. The retention stage is all about getting your current customers to come back time and time again while building brand loyalty. To do this, simply repeat the above stages and continue to create quality video content that is consistent and in line with your brand message.
4. How will you create your videos?
Now you know the type of videos you should be producing, how are you going to get them made?
Think about the type of video you want to create and whether it’s something you can achieve yourself or whether it needs that professional touch.
I recommend a combination of DIY and professional videos within your marketing strategy.
Each type of video can help you get across your brand's personality while growing your business and reaching more customers.
If you want to find out more about why you should be using both DIY and professional videos, check out my recent blog.
5. Where will you post your videos?
Before deciding where you will post your videos, think back to your ideal customer and where they live online. Once you know which platforms are most popular with your target audience, you can use them to your advantage.
Each platform requires different techniques that enable you to optimise those videos to reach your target audience. Certain platforms also have limitations on videos such as restricting size or playtime. Make sure to do your research on each platform in order to reach as many people as possible.
We have a great guide all about how to track and grow your YouTube channel, which you can find here.
6. What is our call to action?
When a customer is finished watching your video, you need them to perform a specific action before they continue scrolling. This is called a call to action.
You should always include a strong call to action at the end of every video, giving the viewer clear instructions as to what you would like them to do next. This might be asking them to click through to your website or subscribe to your mailing list via the link provided.
The best call to actions provide added value to your customers, an example of this could be “Learn how you can cure neck pain when working from home. Download our free guide.”
Just remember your call to actions need to intrigue your audience while telling them exactly what they need to do.