Video Marketing - Consider these 7 things when planning your video marketing
Video marketing is one of the best ways to stand out from the competition and stay in the minds of your target audiences - if done right. So what to consider when designing effective video marketing? We listed 8 key areas of video marketing that a modern marketer should consider when designing and implementing video communications. Stand out to your advantage with these tips!
1. Effective video marketing starts with a video strategy
The video strategy enables the planned utilization of videos
so that the video content serves the achievement of business goals. Videos get
the most out of video content when it is designed and produced on a long-term
and goal-oriented basis - just like any other content. Each video must have a
clear purpose and goal as well as the right distribution channels where the
video finds its target audience and inspires the desired action. In addition,
one must be able to choose the appropriate indicators for the goal, which can
be used to develop operations in the right direction. In this process, video
strategy is an absolute tool and often a prerequisite for success.
With a video marketing workbook, you can succeed in planning
a video marketing or individual video campaign.
2. Video Campaign Planning - A well-designed video is more than half done
Even designing a single video is worth the time and
resources. Even if the video is high quality and showy, it does not guarantee
success, as it is essential to think about video marketing goals when designing
videos; what does this video want to accomplish, and for whom
Video content is designed like any other content, that is,
based on the target and target group. The main goal of a video determines a lot
about what type of video is going to be designed. For example, various videos
can be used to increase brand awareness, gather leads, acquire new customers
and engage existing ones, as well as improve website traffic. Read more about
video goals and video types that fit different goals here.
In addition to video goals, audiences, and distribution
channels, an essential part of video design and marketing communications is the
story. What kind of story do we want to tell? What feeling do we want to communicate
to the video viewer? Storytelling contributes significantly to the success of
video marketing, but telling a good story is a skill. Our storytelling guide
discusses storytelling as a powerful means of marketing communication from a
video perspective. The guide tells you e.g. what elements a good story consists
of, how videos are written, what needs to be considered for the success of the
story, and how the target groups are addressed with the right means.
Even if the video is high quality and showy, it will not be
of business benefit if it does not reach the right audience. To be successful,
a video needs to reach the right audiences on the right channels and inspire
the desired action. The audience for the video content also determines the
style of the video and the choice of distribution channels. Therefore,
targeting is an integral part of video marketing planning. Learn more about
defining your video campaign's target audiences and ideal customers here.
When defining the target group, it is worth considering the
following questions: What kind of challenges does the customer have? What is he
pondering, thinking, or needing? What kind of things does he value and which
things on the other hand are irrelevant?
What is responsible video marketing? At least that efforts
are made to take into account the social impact of visual communication when
designing it. All visual communication contributes to the creation of images
and ideals and affects the subconscious of people: what we see around us
affects what is considered commonly accepted in our society.
Responsible video marketing is about reflecting on the
social impact of marketing communications, and especially visual
communications, and striving to consciously create new visual communications.
Video marketing is influential and can contribute to equality; question norms,
address societal grievances, and dispel harmful attitudes.
Video marketing can be inclusive and socially influential
without a blatant stance on some of the disadvantages of society and building
an entire campaign around this theme. Another, and equally important, the way is to
normalize diversity in advertising. The normalization of diversity means that
the widest possible range of human experiences and identities would become
visible in the media landscape. In practice, this can be influenced, for
example, by the fact that the ads are written real stories from real people,
and seeks to avoid ( such as sex join VIA ) stereotyped and restricted
depictions of humanity.
6. Video production - how does it happen?
What does video production itself involve, how much does it cost to produce a video, who carries it out, and how long does it take? There are no unambiguous answers to these questions, as, for example, the price and duration of production will, of course, vary very much depending on what kind of video is being made and for what purpose. However, the production process of videos are quite similar regardless of production, although in the simplest interview videos the role of ideation, design, and the script is significantly smaller than, for example, storytelling brand films.
Many companies are considering whether to produce videos in-house or whether it makes more sense to outsource production.
Often a freelancer or in-house video maker can be the right
solution for some of a company’s video needs, but especially in the most
demanding and technically demanding entities, working with a production company
pays off. The guide below explains what the video production process is like in
collaboration with a production company. In the guide, you will find clear
answers to frequently asked questions about video production.
7. Measuring your video campaign - think about what you are
measuring
Already at the video design stage, it is good to choose indicators of success. The starting point for measurement should always be the purpose and goal of the video. When measuring the success of videos, attention is often paid to, for example, views and whether people are watching until the end of the video. However, these metrics don’t always tell you how that video content is helping you achieve your business goals. So it’s important to think about metrics based on how video content affects, for example, website visits, sales, or brand value.
Once the purpose and goals of the video are carefully
considered, it is easier to choose the right metrics. First, recall what the main purpose of the video is - for example, to increase awareness, influence
imagery (e.g., brand positioning relative to competitors), increase sales, or
improve the customer experience.
Raising awareness
The main purpose of awareness-related video content is, of
course, to reach as many real target audiences as possible. How many of the
potential audience members saw the video? How far was the content viewed? You
can also get an indication of the content's interest by tracking, for example,
how many people react to the content.
Influencing images
For image-related video content, it is important to measure
the longer-term effects. If the goal of the campaign is to reposition the
company in the market or sharpen the message, a good way to measure success is
through customer research, for example (before and after). Has the opinion
about the company changed after a new kind of communication? Is the company
seen differently in relation to competitors than before?
The most important criterion for the success of video
content that increases sales is whether the potential customer who watched the
video performed the desired action. Did he go to the blog to read more, did he
download a guide, subscribe to a YouTube channel, or a newsletter? Tracking
reactions and views is also important, but the most interesting metric is
conversion, ie moving in the desired direction in the buying process.
Developing customer experience and satisfaction
In video content that develops a customer experience, the
key is to measure how that content actually helps customers. Do certain issues
burden customer service? Would it be possible to turn the answers into video
content for websites, for example, that would allow the customer to solve the
problem independently? Have customer satisfaction or customer relationship
permanence improved over time as the customer has been helped to succeed
better, for example through instructional videos?
No comments
Please Do Not Enter Any Spam Link In The Comment Box