A Beginner’s Guide to Video Marketing Strategy
Halston’s short guide to top tricks and tips to starting your own video marketing strategy in 2023.
Video content has gained immense popularity over recent years, with businesses of all sizes joining the hype and recognising its potential to effectively engage with customers and spread brand awareness. With the mind-blowing statistics to back it up, I don’t need to explain why you need a video marketing strategy. But where do you start?! Here’s a short, concise guide which will help you get the gist of the main components you need to create your own marketing strategy.
As you would with any marketing strategy, you need to set goals. What do you want your video to achieve? Whether it’s to reach new consumers, educate your audience or promote a product or service, these goals need to be set before you do anything else. Think about your brand, company, and values and what messaging you want to get across in your video.
Know your audience
Understanding and defining your target audience is the next step in creating an effective video marketing strategy. By identifying your audience’s interests, pain points, and preferred channels of communication, you can craft videos that resonate with them and maximise engagement.
What platforms will your video be shared on?
As mentioned in the previous point, it’s good to know what your audiences’ preferred channels and platforms are so you can figure out where you want to post your video. Each video platform serves a different purpose, for example, brand videos and longer videos serve better on a platform like YouTube, whereas portrait, short and snappy videos are better on TikTok. Think about things like, what format do you want your video to be in. Landscape or portrait? How long would you like your video to be visible? etc.
Figure out your story and your style
With all the above points in mind, what is it you are wanting to gain with your video? Do you want it to be humorous or formal and straight to the point? There’s a huge variety of marketing videos, from explainers to demos. Each type of video serves a different purpose, and once you’ve figured that out you can now think about the style!
Style refers to the message and tone of your video. It influences how your story is told and can affect your audience’s conversion. Will it be animated or live-action? Will it have a specific colour palette or theme? You need to think about your personal branding and your values whilst creating your style. As most, we like to keep it so that the audience recognises our style and personal branding.
Ensure you allow enough time for post-production. This is the lengthiest part of the process and can take weeks to ensure your video is fit for purpose. Consider things like logo intros and outros to bookend your video, lower third titles and motion graphics, CTA’s, closed captions, text overlays, music, and the list goes on. A lot goes into creating the perfect video, so be patient with it!
Schedule and promote
There are multiple tools that you can use to schedule your videos, we like to use loomly! Think about the captions and tags that will go along with your video to optimise performance, as well as how you can use your video across multiple platforms. There’s a large number of ways that you can reuse your video to create more content for your social media platforms. For instance, you can cut your video into bitesize videos, use the logo intros as it’s own video and use the content in the video to make blogs or captions.
Additional quick tips
- Keep it short and sweet. Attention spans are getting shorter, so keeping your videos concise and engaging is important. Aim for a length of around 30 seconds – 2 minutes and make sure your message is clear and impactful.
- Optimise for mobile viewing. With the majority of online content being consumed on mobile devices, it’s crucial to ensure that your videos are optimised for this. This means using a mobile-friendly aspect ratio, incorporating subtitles or captions for viewers who watch without sound, and minimising load times.
- Experiment with different formats. Don’t be afraid to try new and creative video formats, such as 360-degree videos or interactive videos. This can help your brand stand out and provide a unique and engaging experience for your audience.
- Leverage user-generated content. User-generated content (UGC) can be a powerful tool in your video marketing strategy. Encourage your customers to share their experiences with your brand through videos, and showcase them on your social media channels or website. This not only fosters a sense of community and brand loyalty but also provides authentic social proof to potential customers.
If you’re still struggling with where to start, you can contact us here. We can help you craft the perfect video marketing strategy for you!