Part Three

The Mechanics of a Successful Video Strategy

Script


There is an art to placing your video right before the noses of your target audience.  Let’s delve into the seven key points of a successful Video Marketing Strategy.


One, who is your audience? This will have been pinpointed during your general marketing planning, and this means discovering where your target demographics tend to visit online. Set clear goals and Key Performance Indicators.  Overall, the question is: What is the optimal customer experience that satisfies and creates customer loyalty?


Two, what is the goal for your video?  What do you want your audience to think, feel and do after watching it?  To build credibility and trust?  Click-through for a sale?  Knowing upfront where you wish to end up clarifies this question.


Three, plan content distribution.  You need to be thinking about the strengths and weaknesses of various methods of distribution platforms that are available to you.  This means understanding the difference between the long-form, highly descriptive nature ofYouTubecontent compared to the short bursts of razzmatazz onTikTokandInstagram.  You can also post your videos through newsletters and email campaigns – embedding them in blogs and on high-traffic landing pages.  Remember, it’s not all about you, but about the quality of information you’re communicating to your audience.


Four, set a realistic budget and plan for the production of high-quality content.  High production values matter because of one simple, universal truth: First impressions count.


Five, create a production timeline.  Scripts need developing, locations sought, people booked, the right equipment obtained – because filming any project is a meticulous task.  Try not to overlook anything: plan, plan, plan.


Six, create a distribution schedule.  What is your primary platform?  And how are you to repurpose content for other platforms, and optimising for each – keywords, thumbnails, tags?  You can also add subtitles and transcripts for accessibility and search indexing to improve viewer navigation.  You must keep pace with new techniques.  The truth is, many companies publish video content without a clear distribution plan, and as a result they don’t see much of a return on investment.


Seven – monitor and analyse performance.  Glean insights from view counts, watch times and interaction rates.  Measure click-through rates, downloads, conversions.  Use the metrics to double-down on what works, dropping altogether what doesn’t.  So stop relying on gut feelings and let the data guide your video strategy, because video marketing is an ongoing process of evolving, refining and testing.


In the last in our series of videos we will be looking at how you can repurpose your videos for multi-platform distribution.

Script


There is an art to placing your video right before the noses of your target audience.  Let’s delve into the seven key points of a successful Video Marketing Strategy.


One, who is your audience?  This will have been pinpointed during your general marketing planning, and this means discovering where your target demographics tend to visit online.  Set clear goals and Key Performance Indicators.  Overall, the question is: What is the optimal customer experience that satisfies and creates customer loyalty?


Two, what is the goal for your video?  What do you want your audience to think, feel and do after watching it?  To build credibility and trust?  Click-through for a sale? Knowing upfront where you wish to end up clarifies this question.


Three, plan content distribution.  You need to be thinking about the strengths and weaknesses of various methods of distribution platforms that are available to you.  This means understanding the difference between the long-form, highly descriptive nature of YouTube content compared to the short bursts of razzmatazz on TikTok and Instagram.  You can also post your videos through newsletters and email campaigns – embedding them in blogs and on high-traffic landing pages.  Remember, it’s not all about you, but about the quality of information you’re communicating to your audience.


Four, set a realistic budget and plan for the production of high-quality content.  High production values matter because of one simple, universal truth: First impressions count.


Five, create a production timeline.  Scripts need developing, locations sought, people booked, the right equipment obtained – because filming any project is a meticulous task.  Try not to overlook anything: plan, plan, plan.


Six, create a distribution schedule. What is your primary platform?  And how are you to repurpose content for other platforms, and optimising for each – keywords, thumbnails, tags?  You can also add subtitles and transcripts for accessibility and search indexing to improve viewer navigation.  You must keep pace with new techniques.  The truth is, many companies publish video content without a clear distribution plan, and as a result they don’t see much of a return on investment.


Seven – monitor and analyse performance.  Glean insights from view counts, watch times and interaction rates.  Measure click-through rates, downloads, conversions.  Use the metrics to double-down on what works, dropping altogether what doesn’t.  So stop relying on gut feelings and let the data guide your video strategy, because video marketing is an ongoing process of evolving, refining and testing.


In the last in our series of videos we will be looking at how you can repurpose your videos for multi-platform distribution.

Have a Project in mind?



If you want to pick our brains and together let’s explore ideas for a video marketing campaign that works best for you, then click the Contact button.

CONTACT US

Have a Project in mind?


If you want to pick our brains and together let’s explore ideas for a video marketing campaign that works best for you, then click the Contact button.

CONTACT US

Have a Project in mind?


If you want to pick our brains and together let’s explore ideas for a video marketing campaign that works best for you, then click the Contact button.


CONTACT US

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