If you're here, it's because you understand the significance of video marketing. Relying solely on written content and images no longer suffices. In today's landscape, these approaches are uninspiring and fail to engage consumers who are now exposed to livestreaming, interactive 360 videos, augmented reality, and more.
In the United States, the digital video marketing industry has reached a staggering $135 billion. This underscores the realization among brands worldwide about the potency of video, leading to substantial investments in its creation and dissemination.
The rapid expansion of this field means that not regularly releasing branded video content puts you at a disadvantage. Whether you're new to this or an expert, the consensus is that taking the initial steps can be daunting. This is precisely where we step in!
Through this comprehensive guide, you'll gain a deep understanding of crafting a triumphant video marketing strategy. This spans from determining the most suitable video formats for your needs to optimizing distribution methods for optimal outcomes. Delve into the sections below to acquire all the essential knowledge you require!
How Do I Create a Video Marketing Strategy?
Identify the objectives you want to achieve through video marketing. Are you aiming to increase brand awareness, drive website traffic, boost sales, or educate your audience? Defining specific goals will guide your strategy.
A small boutique clothing store might create short videos showcasing their latest collections, highlighting unique features of their products, and capturing the essence of their brand's style. The goal is to increase visibility and recognition among potential customers. A local hardware store could produce videos demonstrating how to use various tools, providing DIY tips, and offering step-by-step guides for home improvement projects. The aim is to position the store as a knowledgeable resource and build trust with customers. A neighborhood restaurant might create videos featuring satisfied customers sharing their dining experiences and favorite dishes. These testimonials can help establish credibility and encourage others to visit the restaurant.
Goals you choose should align with your business's unique strengths, target audience, and market positioning. Tailoring your video marketing strategy to address specific goals can lead to more meaningful engagement and better results for your small business.
Find Your Target Audience
Developing a buyer's persona is crucial for creating a targeted and effective video marketing strategy. A buyer's persona is a detailed fictional representation of your ideal customer, based on real data and insights.
Gather information about your existing customers through surveys, interviews, website analytics, and social media interactions. You want to understand their demographics, behaviors, preferences, and pain points. If your business caters to different types of customers, segment your audience based on similarities. Each segment might require a slightly different persona.
Look for commonalities among your customers. This could be age, gender, location, job role, interests, challenges, goals, and more. Compile the collected information into a detailed profile. Give your persona a name, job title, and background details. Include both demographic and psychographic information. Understand the persona's goals and what challenges they face. This will help you tailor your video content to address their specific needs.
Analyze how this persona makes purchasing decisions. Do they research extensively? Do they prefer watching video content before making a decision?
Determine which social media platforms and online channels your persona frequents. This will guide your video distribution strategy. Understand the type of video content your persona prefers. Do they like how-to videos, product demos, educational content, or entertainment-focused videos?
Define the tone and style that resonate with your persona. Is your persona more formal or casual? Do they appreciate humor or prefer a more serious approach? Explore what motivates your persona and what values are important to them. Align your messaging to appeal to their motivations. Identify potential objections or concerns your persona might have about your product or service. Address these in your videos to alleviate doubts.
Use the gathered information to create a detailed narrative about your persona's journey, from discovering a problem to considering solutions and making a purchase. If possible, create a visual representation of your persona. This could include a stock photo or a designed image that embodies their characteristics.
Regularly update your personas as your business evolves and as you gather more insights. Customer preferences and behaviors can change over time.
Time to Get Started!
The expansion of video marketing has opened a distinctive window of opportunity for brands such as yours. As consumer preferences pivot toward video as their favored content medium, the anticipation for brands across various scales and sectors to engage via video has surged. Platforms are placing growing emphasis on video content, while devices like smartphones and tablets are now more primed for video consumption than ever previously. This underscores the imperative for you to harness this extraordinary marketing asset to maintain a competitive edge. With every passing moment, delaying this endeavor translates to forfeiting an increasing number of potential customers.
Do you have a story or show idea you want to share? Producing long form shows can be challenging at time but with MakSchu we walk you through our elaborate preproduction process of creating a treatment for your story, creating a rundown for the show, scheduling talent and location and making sure the video production runs as smoothly as possible before we ever start the shooting process. Long form productions such as tv/web shows or documentary are a great way to share experiences and stories with viewers.