Try asking the internet if video marketing is important and you will be met with an explosive YES. By this point in time, all doubts have been wiped clean by video’s growing proof of online power.
Most marketers have caught on. When Wyzowl published their 2019 video marketing statistics, they revealed that the number of businesses using videos for marketing has increased from 63% in 2017 to a massive 87% this 2019. This figure is only going up from now on, as evidenced through Avasam's 2020 figures.
In this saturated environment, how can a video find its way through all the competition? The short answer is: It will have to be guided by a very specific battle plan with two components—a video marketing campaign with an overarching marketing strategy.
Overall, a marketing strategy should cover all bases and execute a number of campaigns or tactics at different stages. If your strategy is focused on increasing traffic, you could have several campaigns under it (a social media campaign, an email campaign, and a content marketing campaign, for example) built around online marketing channels. Not to mention, your videos should be optimized for search engines.
This article will discuss the medium of videos and how you can plan for a video marketing campaign aligned with your overall strategy. We’ve listed the key points as questions to help you draft a plan along the way:
What do you want to achieve with video marketing?
Who are you targeting and which channels are they on?
What should your video look like?
What logistical production details should you consider?
How do you measure the success of your video marketing campaign?
1. What do you want to achieve with video marketing?
There are plenty of things you could do with a video marketing campaign—increase brand familiarity, launch a new product, or ramp up sales, among many others. In general, these goals can be categorized under any of these three umbrellas: awareness, consideration, and action. Your campaign could fall under one, or cover all in a multipurpose campaign:
Video is considered a powerful awareness tool because it’s faster at transmitting ideas, messages, and emotions. For a new business with an audience unfamiliar with their core product or service, video is essential. For example, if a just-opened animal rescue shelter embeds an introductory video on their website, not only would it be better for conversion, the video could eventually be re-purposed for different channels.
Try your hand at editing these premium animal rescue video template or free templates online on Clipchamp to get a feel for creating a simple awareness video.
The consideration stage is when the audience is already aware of a product, but its recall could be improved or the audience is somewhat on the fence. If consideration is the campaign objective, one video idea is a bumper ad or a six-second video. According to its Google definition, a bumper ad “can both extend the reach of an existing campaign and complement broader messaging.” In essence, marketing in the consideration stage is a means to an end. Here’s an entertaining example for the movie, Sing.
Videos used to be a passive method for spreading awareness, but it has increasingly become drivers of real action. Calls-to-action paired with links can be added onto the description section or placed as a button in the video itself. This can lead your audience to a purchase, a signup, or any significant move—the highest indication of success for most campaigns.
2. Who are you targeting and which channels are they on?
In the previous item, we mentioned “the audience” under every subheadline. Together with your goal, the audience is one of the primary frameworks shaping your campaign. The two main questions to ask are: What kind of video content resonates with your target audience? Which channels do they frequent? If these two factors don’t intersect, you’ll either have a searchable but tone deaf video, or an incredibly relatable one that’s near-impossible for your market to find. To help you land on the right intersection, here’s an overview of online video’s top channels:
YouTube is owned by Google, but the video sharing site has become a search engine in its own right. 7 out of 10 viewers go to YouTube to search for solutions and acquire new knowledge. Explainers are one of the most popular online video types because of this trend in self-directed learning. If your product or service can be angled in a way that teaches or solves a common problem related to work, studies, or hobbies, YouTube might be where your video needs to live.
Ads are something worth investing in on this platform, too. According to Google’s state of ad viewability report, YouTube ads are 95% viewable. To tap into this, advertisers use targeted direct-response video campaigns that connect individuals with advertising based on their search words.
• Social Media
If you have a video for YouTube, consider re-formatting and uploading it natively on social media. Remember that these platforms are in competition and their video requirements vary. But the real key to optimizing your video for social media is how well-defined your target audience is. With so many active users on these platforms, being meticulously specific with segmentation is a must and often leads to social media virality. Marketing videos also need to be short and mobile-friendly as viewers tend to finish videos when they’re only 15 seconds long and if the most compelling part is shown within the first three seconds.
For starters, you can check out this nifty reference on how to create Facebook ads in minutes.
A business, any business, should have real estate online. As we mentioned in the introduction, having a video on your landing page increases its conversion rate by a whopping 80%. Not only are videos a convenient way of conveying your message (because the audience won’t have to exert much effort), it’s also a great way of increasing a user’s stay on your site.For your website, get creative with copy and try it on this adorable ad hero template!
Already have an awesome email marketing campaign? Try incorporating videos in them and watch your email open rate increase just by including the word “video” in you subject line. Pair it up with a call to action and you might just find yourself managing a traffic of converts.Before we move on to the next question, below is an infographic on applying a good dose of SEO on your video post for YouTube. Most of the same principles also apply to Facebook—like how titles and descriptions are better off with keywords. Functional calls-to-action and engaging thumbnails are also great for both platforms. Be mindful of your tags as well—keep testing different ones to see which keywords actually convert.
3. What should your video look like?
We live in an age where people can actively choose what they consume. Algorithms also ensure that searchers find their way to the kind of content they have previously shown preference for.
Therefore, before you even start creating campaigns, your brand’s target audience persona should already be a significant part of your overall marketing strategy. Not only does your brand message and tone need to align with the identity of your audience, every piece of content you roll out should have a consistent look for them to feed into the remembrance of your product.
Once you’ve refined your target audience, branding your videos is easy with an online editor app like Clipchamp. Adjacent to your branding, the following most-watched “genres” are likely to place your brand within your audience’s seen zone:
The explainer is a top choice because viewers like learning through videos. As the name suggests, this type of video illustrates how a concept works while providing a big picture view of the context it fits in. There’s currently a trend of animating explainers, but that’s not the only way—far from it. You could have a recording or gallery of clips, like in the conservation how-to video below. Try adding your own clips to the template using Clipchamp’s online editor!
• Product Demo
A product demo is meant to differentiate and show off the unique value of your product. How it’s going to ease pain points and solve the user’s problem is a crucial part of the script too. Here’s Google Home Hub’s take on the product demo—see how it breezes through product features before demonstrating its capabilities in different contexts.
Customers trust their fellow customers. A testimonial video generates positive feedback for your product that viewers generally find relatable. Check out this short but inspiring example on how Alloy Co-founder Tommy Nicholas transformed his career by learning on Codeacademy.
4. What logistical production details should you consider?
First off: what’s your budget? All your magical video marketing campaign ideas can only become reality if they align with your budget. Unless it’s unlimited, various considerations would fall strictly within your budget’s parameters.
The size of your team is one of those considerations. Aside from a videographer, you might need a script writer, designer, project manager, and assistants. You might even need to bring in an influencer. Hiring an agency, where an account manager can discuss costs and everything else, is an option here.
An agency could also take care of procuring everything, including the equipment you need. Otherwise, your team would need to consider whether you need to purchase or rent a video camera, a venue, set props, and other tools. What other equipment would play a part in the execution of your campaign?
Lastly, make sure your timeline is realistic. If you’re working with a tight deadline, a big chunk of your budget would likely go into hiring more people to get things done faster. While the more time you have, the longer you can accumulate funding. The availability of your resources is also a factor to consider. Draft a schedule by setting the tentative date you want your video to be released and going backwards from there to fit in the individual components of your production.
If you are tight on all three, maybe a free video maker is just the thing you need. Check out Clipchamp Create for an easy-to-use video editor with a built-in stock video library and a collection of beautiful video templates.
5. How do you measure the success of your video marketing campaign?
This is where we go back full circle to the first question in this article: What do you want to achieve with video marketing? The numbers generated in terms of awareness, consideration, and action are also your key performance indicators. Using the following table for reference, see if your numbers match what you set out to achieve:
There is no universal measure of success for marketing campaigns—it all depends on whether you landed within the parameters of your goal. To improve your campaign over time, try marketing experiments and calibrate your tactical approach according to the results.