The Importance of a Video Marketing Strategy


 The Importance of a Video Marketing Strategy

Why do you want to start using video marketing?

If it's because everyone else is doing it, think again. Just because Tom, Dick and Harry are using video does not mean it's going to be right for you too. Think about your business and your customers – is video right for you? Is it something your customers will enjoy? If the answer to those two questions is yes, it's time to get cracking.

Setting out your goals

What do you want to achieve with your video?

Are you looking for:

  • 50,000 YouTube views?
  • £ 20,000 new business?
  • 15,000 new Facebook fans?
  • 30% increase in your website traffic?

Whatever it is, make sure it's measurable so you can assess your video's impact on your business goals.

Then you have to think about what type of video you want. Try to be innovative; by all means take a look at what your competitors are up to, but you want to make sure your idea is unique to you and that it will fit with your brand image.

Next think about your audience (your customers) – who are they? What do they need? What will motivate them to share your video? What's important to them?

Last, but not least, think about what your budget is for this – and stick to it. When the creativity starts to flow it will be very easy to get carried away. Just remember you're making a video / film to promote your business, not yet another new Star Wars trilogy.

And they're off

Once you've decided on all of that, it's time to get your project off the ground.

There are two options here: DIY and end up with something that looks as though it was filmed by your five year old daughter; or find a team of professionals to help you.

Considering this will be representing your business, I would highly recommend you go with the second option.

There are loads of digital marketing companies out there, so finding the right one for you will not be easy.

A good place to start is recommendations from your local business network, then do a few Google searches, check out a few digital marketing forums and an industry magazine or two. That should help you put together a shortlist, then it's time to hit the phones.

Talking to them will help you get an idea for the type of agency they are – whether they will:

  • Listen to your ideas and come up with something that fulfills and possibly creatively excels your brief, and remains within your budget, or
  • Listen to you, read your brief and then sell you an idea they've been working on, totally unrelated to your business and goals, just because they like it. Oh, and they'll ignore your budget

Once you've found an agency you can work with, it's all systems go.

Spreading the word

Once created it's time to get your masterpiece out there.

Your agency may well do this content seeding as part of their service, but if they do not here are a few points to get you started:

  1. Get it on YouTube with an informative, keyword rich description
  2. Blog about it
  3. Talk about it on social media
  4. Post it to your Facebook page and Twitter feed
  5. Share it on social sharing sites such as Digg and Delicious
  6. Leverage other video platforms using Tubemogul

In other words, tell the world all about it.

Then, assuming your idea was a winner and the video is fab, all you need is one person to see it, love it and share it. Then their friends will see it, watch it, love it and share it with their friends – and so it goes on and on until you've got another 'Fenton!' On your hands.

Video marketing can have a huge impact on your business if it's done well.

By making sure you have clear goals before you start and that you find an agency that understands your business, your goals and your customers, you'll maximize your chances of success.

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