If you are aiming for a higher quality brand perception, written content and visuals alone will be no longer enough. As more than 90% of consumers say they explore products with videos before they decide to buy, and 50% of people want to see videos from brands, it’s not surprising that video is dominating the marketing scenario.
Whether to create a video is not a question anymore. What you need to decide is what your video should be about and how to execute production. As a brand, you have endless opportunities to create stunning video content. But to get your videos to perform effectively, you need to build the essential foundation of a solid strategy.
Here’s a list of steps for a successful plan:
- Set your video goals
- Choose the distribution channel
- Determine your target audience
- Decide what type of video you’ll make
- Create your story
- Make a video budget
1. Set your video goals
The first step towards a great marketing video is to identify what your viewers will see, hear, and primarily, feel, when they watch your video.
Use your product or service-related marketing plan as a base and make a list of measurable objectives, so your end goal will be clearer and easier to reach.
Next, choose the stage of the marketing funnel that is relevant to you:
- Awareness: if your goal is to attract new customers, create a video that makes your prospects realize that they have a problem, and attract them with marvelous, branded content.
- Consideration: want to focus on engaging your audience? In this stage of the marketing funnel, your viewers already know their problems. Show them that you have the solution they are looking for.
- Decision: your potential customer has almost decided to take action. Nurture her with proof of client satisfaction.
2. Choose the distribution channel
Video is the hook, and conversion happens after the video is played. Thus, the medium where you will feature your video plays a huge role in your video campaign. The main features of each platform determine how you should approach content development. For example, should you use a pre-roll, or a longer explainer video?
Choose the channel you need:
- Your website: website texts, blog, landing pages, product pages.
- Inbound marketing campaigns: webinars, e-books, sales representation purposes.
- Outbound marketing campaigns: e-mail campaigns, event marketing, PPC advertising, and more.
- Social media channels.
3. Determine your target audience
If you create a video for everyone, no one will watch. To reach and eventually convert your prospects, you need to be specific about who you are talking to.
The solution for this is having a buyer’s persona in mind. If you haven’t got one yet, it’s time to work it out:
- Name: give them a realistic name.
- Demographic: age, gender, marital status, residency, income and occupation.
- Personality Details: hobbies, interests, back story.
- Challenges: what challenges they face daily? What are their fears and pain points?
- Resolution: how can your product or services solve their problems? How can you make them want your product or service?
4. Decide what type of video you’ll make
Once you know your target in terms of your funnel, distribution, and audience, you can choose the type of video that fits your purposes the best. Check out the list below and do your research on which category engages your viewers in your niche the most:
- Explainer videos
- Educational videos
- Testimonial videos
- Product videos
- Social media videos
- Brand story videos
- Behind the scenes videos
Then, choose a production type you prefer: animation production, live-action, or 3D?
5. Create your story
Building your video’s story can be the most difficult part of your planning process. Your story should take your viewer on a journey which embraces your mission, vision, and core values, reflecting your true brand voice. So, write a story that demonstrates these virtues. Be as creative as you can with language, style, and visuality.
Use the touch points below:
- Protagonist – align it with your target audience.
- Conflict – build it on your persona’s pain point.
- Concept – the way you present your product or service.
- Resolution – how you solve the problem.
6. Make a video budget
Let’s face it: budget is a massive part of every video marketing strategy. Certain video types and features cost more than others, so to be sure you can execute what you have planned, create a financial plan that covers all your expenses.
Prioritize your needs and plan what you can negotiate on and what you want to have by all means. Talk with your team and find out whether sourcing out or in-house production would be the most cost-effective for you. Ask experts how much they would charge for scripting, filming, rendering, sound editing, and more.