According to Review42, nearly 90% of businesses use video on their website, and it’s easy to see why.
People say that they would rather watch videos about a product than read about it, and spend more than double the time on pages with videos than those without. Customers are very receptive to video, and it gets results.
Videos increase website traffic, improve customer engagement, generate leads, and even boost conversions and sales. Over half of all marketers worldwide say video has the highest return on investment out of all types of content.
So if you’re not using video in your business, it’s definitely time to start. But before you do, you should get a solid video marketing strategy in place.
6 tips to help you create an effective video marketing strategy
Before you start making videos, you need to have an idea of who your target audience is, what type of content they like to watch, and how you’re going to execute your videos and produce the best content possible. If you don’t, your video campaign most likely won’t be successful.
So if you want to see the highest return on investment from the videos you make, follow the tips below to create a strong video marketing strategy.
1. Know your target audience
One of the most important aspects of creating a video marketing strategy is knowing who you’re targeting. Your target audience will determine what type of content you make and where you upload it.
According to Smart Insights:
In order to define your target audience, you need to find out what they like, dislike, need, dream about, and what their pain points are.
The easiest way to do this is to create a customer profile full of information about your target customers, including their income, location, marital status, lifestyle, and pain points.
Having a clear picture of who your target customer is and a deep understanding of their needs will enable you to market to them more effectively.
2. Define the main goals for your videos
In order to determine the success of your video strategy, you’ll need to set clear goals that you want to accomplish with your content. Your goals could be things like:
- Increasing customer engagement
- Growing your email list
- Generating more leads
- Increasing revenue
Choose one or two key goals that you want to focus on so you can measure your results later and determine the success of your video marketing.
3. Decide what kind of videos you’re going to make
Now that you know who your target customer is and what you want your campaign to accomplish, you can start to think about what kind of videos you’re going to make.
Some of the most common types of videos include:
- Product reviews
- Interviews with experts
- Event videos
- Demo videos
- Animated videos
- How-to videos
- Live videos
Think about what type of content your target customer likes to watch and which social channels they’re most active on as you’re deciding what type of content to make.
4. Set a budget and stick to it
As with any kind of marketing, you want to make sure that you get a good return on investment from your videos. Setting a production budget will ensure that you don’t spend more money than you can realistically make from your videos.
If the type of videos you want to make require a larger production budget than you have, you may need to change direction.
5. Get a team together to help you produce video
After you’ve decided what type of content to make and settled on a production budget, you’ll need to start reaching out to people who can help you make your videos.
You might consider hiring a few freelancers or a new employee to help with filming and editing.
6. Measure the success of your video campaign
After you’ve uploaded your videos, you’ll want to measure their success based on the key goals that you defined above.
Some of the metrics you can use to determine whether or not your videos resonated with your audience include:
- View count
- Number of social media shares
- Email list growth
- Engagement rate
- Sales growth
Analyzing these metrics will help you determine how well your marketing strategy worked and what you can change in the future to get even better results.
As a business owner, it’s hard to know where to start when creating a video marketing strategy. But if you follow these tips, you’ll be on the right track.