To get the most out of your videos, you'll need a strategy, but what makes a great video marketing strategy?
Have a Clear End Goal
Every great video marketing strategy needs clear goals, as they help us understand how successful our marketing efforts are, keep us focused and push us to succeed.
Many business owners have a rough idea of what they want to achieve from their video marketing, but a common mistake is setting goals that aren’t realistic, clear or easy to measure.
A brilliant tool to ensure you’re on the right track when setting your goals is S.M.A.R.T goals.
S.M.A.R.T is an acronym that stands for:
It is a helpful tool that enables you to create goals and targets for your video marketing strategy with clear timelines that are achievable.
Once you know your end goals, you will better understand your target audience and the type of content you should be creating.
Have Consistent Messaging
When a viewer watches your videos, they get a first impression of what your brand is all about. As they see more and more of your video content, they start to build a picture of your services, business values and brand ethos.
Having a consistent message across all your videos is crucial in helping potential prospects understand your offerings, build trust, see you as a credible source and help them remember your brand.
If you’re pushing different messages across different videos, it can start to confuse your customers. Have you ever known someone in business who tells you they offer marketing services to then tell you they’re also a painter and decorator?
It’s confusing, right?
It makes you wonder what they specialise in or how they can help you, and it can put you off their services.
Always know what your brand is, who you’re targeting and what you want to achieve from your video marketing. It will ensure you have consistent messaging across the board.
Ensure Consistency with Regular Content
A big part of your video marketing strategy is planning your video content. It is an area a lot of people struggle with, and they're either not sure about the ideas or types of videos they should be creating or don’t know where they can look for inspiration.
Whatever video content you decide to create, whether top tips, documentaries, or how-to videos, make sure you regularly publish content.
If you are inconsistent when publishing videos, it can often be worse than not publishing any at all. Suppose a business is inactive for long periods on social media, sharing little to no content. In that case, many users see you as unprofessional, and some even assume your business is no longer operating.
Make sure you have a good mix of video content published across all marketing channels regularly. Remember, consistency is critical in all areas of your video marketing!
Make Videos Across Each Stage of the Marketing Funnel
A marketing funnel is an integral part of any video marketing strategy. The funnel is the path your customers travel through, from the moment they become aware of your brand to long after they’ve worked with you.
With careful analysis, a marketing funnel lets you know what your business must do to influence consumers at certain stages.
The marketing funnel, also known as the sales funnel, has four key stages:
A great video marketing strategy needs to work across all four stages of the marketing funnel. Your key messages, the video content you create, and the marketing channels you choose to reach your audience should all work together, turning warm leads into paying customers.
Inspire, Educate and Entertain
People watch videos for one of three reasons, to be inspired, educated or entertained. Every piece of content you plan and create within your strategy needs to do the same.
Too many people focus solely on their end goals, such as increasing sales and doing so results in very sales-led strategies and content that doesn’t engage their target audience.
Instead of pushing the hard sell, incorporate strategies and content that teaches them something, entertains and inspires them. By doing this, you will engage your audience, gaining authority and trust and increasing your chances of them buying from you when they’re in the market.
These content-driven strategies are a great way to reach customers in your sales funnel's awareness and consideration stages. Hook them in with valuable video content, then convert them with a sales-driven strategy during the decision stage of the funnel.