Here at Dacast, we’re in the business of providing video hosting and live streaming solutions. We want our users to succeed, and this blog overall is designed to help our broadcasters do the most successful on-demand and live streaming possible. In this blog post, specifically, we’ll help you to create a video marketing strategy.
As this is an information-dense article, let’s dispense with a longer introduction and dive right in.
Table of contents
- Video marketing in a nutshell
- Five steps to create a video marketing strategy:
- 1. Determine goal and target audience
- 2. Create a plan that aligns the message with your brand and objective
- 3. Utilize broad channels to promote your content
- 4. Produce and release targeted content with clear CTAs
- 5. Measure performance and iterate
Video marketing in a nutshell
First, what exactly is video marketing? It’s an industry buzzword, but often we don’t define it clearly. According to NG Data, video marketing involves making videos that “promote your company, drive sales, raise awareness of your products or services, or engage your customers.”
In other words, video marketing is the use of video to boost your business.
Now, video marketing strategy can take many different forms depending on your specific business model. For example, if you’re an OTT business, video marketing is your business model and video is your product.
However, professionals of all kinds can also use video marketing to promote a brand in general, or particular services or products. You can use video to connect with your audience, share news and events, and build a more informal network. Video marketing encompasses all of these approaches–from the purely informational to direct-sales.
Five steps to creating a video marketing strategy
With that introduction, we have a better understanding of what video marketing is. Next, let’s turn to how to create a video marketing strategy that is specific to your business and your circumstances.
1. Determine goal and target audience
Choosing a video marketing strategy goal
The first step is to select a goal for your strategy. For example, the goal could be to increase sales, boost website traffic, increase newsletter signups, or something else. Only you know what key metrics you want to increase.
However, we can recommend that your goal be SMART. The SMART acronym stands for:
In other words, you don’t want to pick a random goal and simply get to work. You want to have a specific, measurable, attainable goal that’s relevant to your larger business plan. Plus, you want the goal to have a specific time period attached to it so that it doesn’t just stretch on forever.
Determining the target market
In this early stage of video marketing strategy development, you’ll also want to define your target market. It’s likely that you’ve already done this at a business-wide level. This is, after all, a fundamental part of business planning.
However, it’s also likely that your video marketing campaign will target a specific portion of existing, past, or possible customers. Given that, you want to identify this group as concretely as possible. The more specific you can get, the more accurately you can target them. This will increase the likelihood of achieving your goal.
2. Create a plan that aligns the message with your brand and objective
Now you have a specific goal and a target market. You’re well on your way! The next step is to design the messages—the actual content of your videos—in such a way that supports your goal and your overall branding.
These types of questions can guide you at this stage, as you begin to create a specific plan for creating certain kinds of content. Don’t worry too much about planning every single detail. That will come later, during production. At this stage, you want to think big-picture and make sure your material aligns with your goal and your brand. Taking this time to rationalize your plan will pay off ten-fold in the end.
At this stage in your video marketing strategy, you can also consider associated messaging that will accompany your videos. These might include video descriptions, SEO tags, titles and taglines, associated blog posts, and so on.
3. Utilize broad channels to promote your content
The third step in this process is to utilize a range of channels to promote your content. This involves all the typical tools we associate with marketing, such as:
- Blog posts
- Social media
- Email lists
- Website posts
- Landing pages
- Radio shows
- Video snippets
- Influencer marketing
- Parter marketing
- Paid promotion, etc.
Depending on the plan you formulate, you may opt to swap this step with step 4 (below). Promotion definitely needs to happen during and after you release your videos. However, we list it third here to ensure that you focus on advance promotion if necessary. The key here is to be prepared.
Ideally, when you do start releasing video content, your audience is primed.
4. Produce and release targeted content with clear CTAs
Now, finally, we get to the real action! At this point, we’re ready to create the actual video content. As our regular readers likely know, this is a subject about which we’ve written in many previous blog articles.
Suffice it to say that production is a big topic. It involves questions about technology, such as cameras and mics. It involves editing and computers. But perhaps most importantly, it involves people getting in front of the camera and making something interesting happen.
That’s a big task, we know. But as the saying goes, “Content is king.” This is where you want to invest time, creativity, and money to create impactful material. Otherwise, why even bother?
Bottom line: make good content and the rest of your plan will be much easier.
Another key element here is making sure your videos have clear CTAs, or Calls To Action. We talked earlier about aligning your plan with your goal. Often, this involves prompting your audience to take a certain action. This could be signing up for an email list or purchasing a product. Or, instead of a CTA, you may simply seek to get maximum views. If you’re using video advertising to monetize your content, this may be the case.
Whatever your video marketing strategy goals, take time at this stage to integrate your CTA.
5. Measure performance and iterate
At this point, you’ve finished developing your first video marketing strategy. However, it’s not real until you see the numbers. Therefore, the final step is to measure your outcome. This is where you identify whether (or not) you met your (specific, measurable) goal within your given time limit.
Once you’ve measured performance, you can reflect on the data about what worked and what didn’t. Have a discussion with your team, then iterate. Determine what can be improved, and work on those aspects.
In this blog post, we’ve aimed to introduce you to the realm of video marketing strategy. This is an exciting topic, and even more exciting in practice! It’s where ideas can be tested and put into practice, and fluff can be separated from gold.
If you’re ready for a professional-grade hosting platform for live and VOD content, we think Dacast is a great option to try. We offer a range of features that businesses love (think monetization, ad insertion, mobile app tools, and more) at a competitive price. But don’t take our word for it. You can try our 30-day free trial (no credit card required) to test it out yourself. We’d love to help you get started with our live streaming today!
Do you have questions or comments about any of the topics introduced in this article? We’d love to hear from you in the comment section below. We’ll do our best to get back to you as soon as we can.