Landon Yarborough

Digital Marketing Manager

Video Marketing Strategy

What the  %!*&  is that and why do you need one?

video marketing strategy

What is a video marketing strategy?

First of all, what is a video marketing strategy? Besides a string popular buzzwords? Well, it is a tailor fit strategy to market your video to reach your target audience and achieve your desired business goals. According to Cisco trend predictions, in 2021, there will be so much video in existence that it would take you two full years to watch all the video circulating in any one given moment. How do you ensure your video doesn’t get caught in the chaos? A video marketing strategy!

Why do you need a video marketing strategy?

The short answer is this: a video is only as successful as the strategy behind it. You can have the best video in the world, but if it’s collecting virtual dust out in the black hole that is the Internet, what good is it?

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video marketing strategy

What does it involve?

There are three main parts to the video marketing strategy process. Research, planning, and implement.

Research

  • The competition: It’s important to first research the competition. What are the leaders in your industry doing correctly? What keywords are they ranking for? It can be useful to use similar keywords to your competitors in certain situations. On YouTube for example, if a user is watching a video from a competitor, but your YouTube video is using a similar keyword to your competition’s, it could love up as a related video, thus driving more views and traffic to you.
  • Keywords: The way consumers use search engines is changing. Instead of searching “urologist,” people are more likely to search “best urologist near me.” Long tail keywords are more specific and target a niche audience. In order to rank well on SERPs (Search Engine Results Page) and reach your target audience, identifying useful long tail keywords is important.
  • Personas: Identifying the personas of your audience dictates what platforms you will optimize for, the voice you’ll use, and how to structure your campaigns. Need help with personas? Hubspot has an awesome tool to inform and assist you. 
  • Channels: The channels you’ll likely consider are email, social media, and your website. It’s useful to develop a strategy for all 3 since they all have different utility. As far as social media, the most popular platforms for video are YouTube, Facebook, Instagram, and Twitter. Once you identify your target personas, you can target them on their preferred social media. 

Planning

  • Now that we have all of the information, it’s time to make sense of it and plan how it will be executed. How often will you post and on what channels? What do you want your email campaign to look like?
  • It’s also important to identify goals and metrics at this stage. Wistia is a fantastic video platform that provides you with advanced analytics on your video, but if you prefer YouTube or Vimeo, that works too. Examples of goals:
    • Achieve a 40% open rate within an email campaign
    • Drive 10% more traffic to your website
    • Get 500 social media impressions
  • Don’t get crazy with the goals, be realistic. If your company Facebook page only has 50 followers and hasn’t posted anything in a year, don’t set a goal of 1,000 Facebook impressions.

Implementation

  • Do the damn thing! You’ve done all the research, you have goals, now it’s time to test out your long tail keywords, YouTube titles, social media posts, and email campaigns.

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Conclusion

Tips & Tricks

Now that you have some information to develop your video marketing strategy, I have some parting tips for you.

  • Have your employees share social posts on their personal pages. People are more likely to use a service or buy a product if the suggestion comes from a friend or family member.
  • You can’t embed a video within an email, but a photo that leads to the video is much more appealing than just a link. The play button is the strongest call-to-action on the Internet, so placing a plat button over the photo is always a great idea.
  • Don’t be afraid to try a few different tactics. You may initially think YouTube optimization is where you should spend your energy, but it could turn out that Instagram yields the best results for you.
  • Use square video on social media. When you’re watching video on your computer, rectangular video makes sense. If you’re watching a show on Netflix or a long YouTube video, you probably don’t mind turning your phone sideways. But if you’re scrolling through Facebook or Instagram on your phone, square video is much more convenient, plus it takes up 78% more screen space. With 51% of video being watched on mobile, it is wildly important to optimize for it.
  • Since 85% of videos on Facebook are played without sound, give your video subtitles.

Now go forth and conquer the digital space with your new video marketing strategy! I have faith in you.

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