10 Things to Keep in Mind When Planning a Video Strategy
Video marketing is no longer one of the most important marketing tools of the near future; this statement was true last year. Today, it is effectively an obligatory communication element, something that some of your competitors are already very likely using.
The question is: are you going to miss this opportunity or will you try to overtake them? These 10 things and strategy will get you closer to your goals.
This is what you want to show. Your products or services? Yourself? What is your goal? Do you want to build trust or boost your brand? Want to generate more sales?
You have to decide what you want to talk about.
Let’s say you’re a personal trainer. You can stand in front of the camera and talk about nutrition. You can put a yoga mat down and show some exercises, or you can decide to make an image video of yourself running slowly in the open air and cut to pictures of lifting weights with dynamic music.
You can choose from themes like these:
- Educational materials (What to eat if you want to lose 20 lbs).
- Product presentations (in this case, yourself, or the workout).
- Presentation of results and case studies (Here is Bob, who lost 25 lbs. in 90 days with your method).
- Common myth (Are carbs really bad for you?).
- Story-telling (Bob had a hard time losing that 25 pounds because his girlfriend recently broke up with him and he got laid off of his job, but he fought back, won America’s Talent show, and proved to his parents and himself that he is not a loser. And by the way, he lost the weight with your method.)
- Behind the scenes stories.
Whichever you choose, always create unique content. When you know what you are going to say, you can then think about the structure.
Focus on the story, not the sale
Why does your audience watch your video? Because you give them value. You may be a great salesperson, but in 10 seconds, your viewers will be amazed if you just focus on giving value in your video.
Always focus on the story and give your viewers what they want. If you are a personal trainer and you aren’t getting new clients, maybe it’s because people aren’t really looking for a personal trainer. There’s a better chance that they just typed in Google: “how to lose weight in 10 weeks” (and your name came up). If that is the case, then chances are they are not (yet) thinking about looking for a personal trainer – they are just recognizing the source of their problem.
Show them that you know (and can give them) the answer. Remember, most people will not be able to solve their problem despite the answer they receive. Most won’t lose weight from home gyms (many won’t even start).
What would happen if you told the viewer of your video that the solution would only be available to them if they visited you, and there was no other option? Most would turn back, because they know deep inside, that they are not ready.
Have fun with your video, entertain your viewers, get their attention, show how interesting and complex everything you have to offer is. And, of course, give them an inspirational story.
Determine how much money you have and find out how much your video will cost.
- What do you need to keep in mind even if you don’t need a lot of equipment to make your video?
- Do you have a camera? If not, where can you rent one, and how much will it cost?
- Do you know how to operate cameras? If not, who will record the materials and how much do you have to pay?
- Where will you shoot? Is there enough light there? You may have to pay for the location and you may also need professional lights.
- Will you need a microphone? Music? Sound quality is very important, so make sure you don’t get distracted when talking in your video.
- Who will edit the material? You? Do you have a video editor program at home? Or will you need to hire an editor?
Remember, you can put your cell phone on a stand in front of you, and start talking – or you can go out on the street and hold your device in front of you while you walk and talk. But it has completely different cost implications than when you shoot a professional video, like commercial ads.
If you want a more complicated video, ask for an expert’s help.
Once you know what content you want to create, and which form you want to use, and you have set your budget, then you should think about establishing your publication calendar. I suggest creating more than one video, so you have new content for every week. Several shorter videos released on a regular schedule are typically far more effective than a single long video. And if you don’t post for a few weeks, they forget you. Your enemy is the lack of regularity.
Your video can be embedded
Yes, it can be embedded, and not only on your site, but also in your email newsletters and landing page. Did you know that an embedded video can increase your clickthrough rate by 200-300%? For a Landing page, a video typically brings “only” an 80% increase in conversions.
And when it comes to blog posts, we have noticed that people spend more time on pages that have an embedded video.
- Use your videos in your newsletters, landing pages, and articles.
- Make videos specifically for your newsletters and landing pages.
Call to action
Don’t be afraid to use them in your videos. Some people feel that they look pushy with a call to action, but you have to tell your audience what the next step is, what they have to do next.
How can you do this?
You can tell them at the end of your videos that they should subscribe.
You can write it on the screen, or you can add a CTA button that will take your viewers to your website.
Facebook or YouTube?
The question is: Where do you upload your videos?
A small statistic: Native video posts on Facebook have 135% better organic reach than photos, and more people in the United States watch such videos on mobile than on desktop.
Now it’s not a good option to upload your videos on YouTube and share the link on other social media profiles.
The downside, however, is that videos uploaded on Facebook are not as easy to search for and not as efficient as, say, YouTube.
You might want to upload a video to Facebook if:
- you put in short material that is enjoyable also without sound,
- digesting the message in the video doesn’t require a quiet and peaceful environment (just think about using Facebook on the train, on the bus, while waiting in the line).
That’s why 30- to 60-second videos go viral on Facebook.
On the other hand, YouTube can go for more lengthy content from 3 minutes up to several minutes. Between the ages of 18 and 49, more people watch YouTube a day than watch any American TV show.
If YouTube, then optimize
It’s very important that when you decide to use YouTube, you are sure to optimize your videos.
Keep in mind:
- Carefully research it and tactically use 2-3 of them.
- Title and description. Make sure your keywords are included in the title of your uploaded file, and in your video title and description. Your title should be concise and interesting, plus relevant and eye-catching. 5-6 words maximum.
- Use tags.
- Make a caption for your video.
- Choose an interesting thumbnail picture.
- And in the end, share the finished material on social media to get it out as soon as possible.
The 10-second rule
Start your video with the 10-second rule in mind, because this is the time when most of your viewers leave the page, and never come back again – IF your first 10 seconds are not interesting enough.
Think about it: people are busy. They don’t have patience to wait to see what comes out to the end of the video.
How can you make it?
Don’t start with a company logo, a dark screen, or a boring introduction.
Start with the end results, and let the viewers get what they want.
Keep educating yourself. Read, learn, watch lots of videos
We hope these 10 points were helpful – keep them in mind when designing your video strategy. You might not use all 10, but try as many as you can in your campaign.
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