How to create a video marketing strategy | 3 main steps

3 steps to reach your ideal customer with video content.

How to create a video marketing strategy Is video a part of your marketing strategy? If it is not, it should be! Why? Well, consumers are now comfortable with being marketed via video, and many now expect from brands they know and believe.

I know it took me a while to get comfortable with the video, especially the ones I needed to get in front of the camera! But there are many ways that video can be done if you are camera shy, fear not, you do not need to be a video star to get started.

The truth is, a well-written product description, attractive paid ad or slick landing page is no longer enough for your target audience to cut it. According to a recent survey by ViZowal, 84% of respondents said that they had become convinced to buy a product or service by watching a video of a brand.

Now, maybe you are shaking your head that yes, you focus on video marketing. Absolutely Fabulous! But do you have a strategy based on your ideal customer profile, or are you just extracting content from there, hoping something sticks?

According to CISCO, video traffic will account for 82% of all global consumer Internet traffic by 2021.

Here are some video marketing benefits to let you know that a carefully designed plan is worth it:

• You can build awareness of your product or service.

• This is a smart way to engage / entertain your target audience on your website / social media

• It helps people to clearly explain your product or service.

• It contributes to customer retention if you provide valuable suggestions and advice.

It is time to seize the opportunity to use this essential, yet often overlooked marketing strategy.

Here are three stages of Creating a video marketing strategy that increases engagement, leads and sales.

1. Choose your channel.

Not every brand should make a YouTube video, nor should every small businessman put a video on the home page of their website.

For example, I have found Twitter to be the best platform to share my blog and articles, but Facebook is where to connect with my target audience through video. Can crafting Facebook Live Video become a ticket to your customers' hearts?

To give you some insight on what platforms might be best for your small business, here is a quick breakdown

• YouTube is the second largest search engine in the world (after Google, which owns it). You will find a huge range of industries and disciplines on this platform.

• Twitter is generally used more as a news site than a social media site, and content is always largely consumed on mobile.

• LinkedIn is a lovely place to share more professional content. LInkedIn claims that people say it is 3 times more reliable to deliver meaningful content than other social platforms.

• Facebook: According to Facebook, there were over 3.5 billion live broadcasts in 2018. Since 2016, Facebook live broadcasts have doubled every year.

• Snapchat is growing rapidly and is typically associated with a younger user base (Think Millennials).

• Tiktok is also considered a platform for youth; Statistics show that approximately 50% of the global audience is under 34 years of age; 26% are between 18 and 24.

So, where does your ideal customer hang out?

Read our article about Best online marketing training for beginners

2. Plan your content carefully.

Second step of How to create a video marketing strategy. I am not telling you that every word has to be scripted, or that you cannot do Facebook Live to react to a current event.

But before you record your message, ask yourself some questions. Will this footage add value to your customer's life? Does it represent the voice, tone and mission of your brand? Are you successfully explaining yourself and providing a clear call to action?

To find the answers to these questions, always go back to your ideal customer profile (ICP). This will tell you what your target audience is, from their age range and occupation to their lifestyle and pain point.

As part of figuring out your ideal customer profile, you have likely created the buyer person as part of your initial branding strategy. If you have not done a brand persona to define your ideal target market, contact us to find out how we can help.

And it's not just about what you say, but how long it takes you to say it. A large part of your video marketing strategy will determine the length of your content. For example, research suggests that Instagram videos should be about 30 seconds long and YouTube about two minutes. Buzzsumo found that the top performing Facebook Lives are 15 to 20 minutes long.

By creating a calendar and planning your time in advance, using this strategy will be easier and more effective. You are not considered for last-minute shooting or shooting for stuff that does not resonate with your target audience.

3. Try it and test it again and again!

Many small business owners are intimidated by the idea of   shooting content to share with their customers.

But you don't need a big budget, fancy equipment or movie-stars seem to be successful. You need the ability and willingness to listen to your customers.

Just as you would for a display ad campaign or landing page, you should look at your data to see what is working and what is not. You can see how a campaign is performing by measuring things:

• Engagement rate: It measures the interaction you have with your content, the time it has been viewed and whether they have been skipped through it.

• Play Rate: This is the percentage of viewers who actually click play and start watching.

• Social sharing: It shows how many people are sharing your footage on social platforms.

A / B testing can be a valuable way to look at things such as what time of day it performs better, which channels are best for a specific piece of content and the length of your target audience.

Video marketing has been a good-to-have. It is worth your time and effort to create compelling and engaging footage that will keep your customers coming back for more.

But no matter what you do, remember that today's customers deserve and demand empathy-based marketing. Learn more about Empathy Content Marketing here, and happy filming!

Susan Friesen, founder of award-winning  firm eVision Media, She works with entrepreneurs who struggle with the lack of knowledge, skills and support necessary to build their online business presence.

As a result of working with Suzanne and her team, customers feel relieved and relieved to know their online marketing, are trustworthy and caring, so that they have an ideal support system to guide them everywhere. Let's focus on building your business with peace. Step of the way.

This article was written by Susan Friesen

If this article How to create a video marketing strategy | 3 main steps help you tell us in a comment section don't forget to follow us because we write articles to help small business to grow them.