If you’re thinking about starting – or continuing- to include video as part of your marketing strategy in 2024, it pays to spend a bit of time planning to ensure it is as effective as possible and is worth the money and time invested in it.
Here’s a few things to think about:
Goals – be clear on what you’re trying to get out of your videos and how you’re going to know if they’ve been achieved. Goals could be set around increasing brand awareness, driving website traffic, generating leads, or boosting sales. Also include the metrics you’re going to use to measure success.
Audience – Creating the content of your video is going to much easier if you have a good understanding of who you’re talking to. So, ensure you have a clear understanding of your audience’s demographics, interests and needs and how they like to interact with your business. You could also do some research into your competitors and see what’s working for them and adapt it for your own purposes.
Content – once you know what your audience is looking for, you can start to think about the video content that will engage and resonate the most. Consider a mix of different video types – educational, entertaining, instructional – according to where in the sales funnel your audience is. A content calendar is also a great tool to help plan what video content you need and when you’re going to share it.
CTAs – depending on the type of video you’re creating, think about what call to action you could add. Tell your audience what you want them to do next and make it easy to do. Whether it’s to visit your website, make a purchase, subscribe to your marketing content or something else, be clear and compelling.
Platforms – once your videos have been created, where are you going to put them? Knowing where your audience spends time online is critical and knowing in advance means you can create the most relevant format for particular platforms.
SEO – ensure you’ve identified relevant keywords for your content and use them in your video titles, descriptions, and tags for search engine optimization. This will enable your audience to find your videos when they’re searching.
Promote – don’t just rely on organic reach. Ask others to share your videos, use social media, email signatures, newsletters, your website and even paid campaigns to reach the largest audience you possibly can. Here’s 30 ideas to share your videos.
Monitor – Don’t just put your videos out into the world and forget about them. Regularly review their performance to make sure you’re tracking against the goals you set. Use the data to refine your strategy and understand what works and use new ideas and formats to freshen and improve future content.
A video marketing strategy should always be a work in progress – adapt, refine, measure and adjust based on audience engagement and feedback and changing trends in your industry – to ensure you reach your goals. Need help? We’re happy to have a chat. Or, for more strategy ideas download the video strategy marketing pack here.