How To Start A Video Marketing Campaign

video marketing campaign

Video marketing is no longer something you should put off for later. Many statistics speak of its brilliance as a marketing strategy, and if you are still hesitant to launch your video marketing campaign, chances are you are starving your brand or business of great opportunities.

Video marketing is a huge opportunity to better engage your customers, get new leads, reach a wider audience, boost sales, and grow your popularity.

Today, you have a great chance to experiment with it and to start, here’s four actionable tips you should master before starting your video marketing campaign.

4 Actionable Tips Before You Start Your Video Marketing Campaign

1. Set the Goals/Purpose

Many make the mistake of simply diving into this trend, mostly because their competitors are doing it or it worked for someone else. Well, that should motivate you, of course, but you need to go further than that.

First, figure out what you want to achieve with the video. Is it to promote your business, introduce a new product or offer an explanation of your product/service? Is it to raise awareness about your brand or introduce its owners and staff to the world?

Simply put, be clear about the purpose and goal of the video. Remember, your goals will be key in determining what type of video and strategy to use.

2. Find Your Audience

When there’s no engagement or a connection between your content and the audience, it’s probably because you either dished your message to the wrong audience or there’s an issue with your video quality and content, or both. This applies in video and in almost every other strategy as well.

So, to avoid letting your money, time and resources go to waste, begin with knowing who your right audience is. This will involve profiling them based on demographics (age, gender, education level, marital status, income level, occupation, religion, etc.) plus other attributes.

If possible, segment the audience as this will ensure whatever you serve to your audience is effective. For instance, you can create a video for the professionals and have another type that targets that younger crowd.

Things You Should Know About Your Audience

To begin with, get to know the video platforms they use often and also how they watch the videos. For example, if they are young, expect to find most of them on social platforms such as YouTube and Instagram. If they are professionals, LinkedIn is where you’ll likely find the majority. The platforms they use will also give you insight into their viewing behavior.

Next, get to know their pain points and the type of questions they may have as well. Here’s a fact to note: If your video is going to address the audience’s needs, expectations, questions, or challenges, they will see it as valuable and helpful and will be prompted to take action.

Lastly, find out what your audience cares most about. This is one way to tap into their emotions. You can engage in social listening, in addition to your research about their values and interests.

3. Decide On The Distribution Platform(S)

Where you decide to upload your video will eventually have an impact on the number of visits and views you get plus the conversion rate. To begin with, have your audience in mind when choosing a platform.

If it’s a landing page, you will have to invest in a great page that compliments your video. If it’s a social channel such as YouTube, Vimeo or Facebook, there may be other tasks involved such as SEO, paid subscriptions (Vimeo) or paid advertising (Facebook) and knowing all of this early enough will help you set aside a strategy and budget for the work.

4. Come Up With A Video Marketing Strategy

To achieve maximum results, starting from the video creation process all the way to its launch and throughout its lifetime, you need a video marketing strategy.

Included in it will be your video’s goals, the topics, and video types you intend to create, who will be responsible for the different tasks involved, how you will measure performance, and so on. Here, Coschedule shares great steps to creating one.  

How Should You Deliver Your Campaign?

The goals you set at the beginning, your type of business (small, medium, or big), and your target market will certainly shape how you deliver your campaign.

For example, a small business looking to raise awareness about its product might simply opt for YouTube or email campaigns while a larger brand might opt for high-cost channels such as Vimeo or Paid advertising on Facebook, YouTube or Instagram.

Some channels also have specific advantages over others and it’s up to you to decide which channel seems to fit your brand properly.

Here’s a list of channels and ways you can use to deliver your video marketing campaign:

  • Video platforms such as YouTube and Vimeo
  • Your website/landing page
  • Email Campaigns & Signatures
  • Social Networks (Facebook, Instagram, LinkedIn, Twitter, etc.)
  • Slideshare (perfect for B2B marketing)
  • Press Releases
  • Personal and/or Partner Blogs
  • Paid Ads on platforms such as Google

Last Word

If you’ve previously launched other types of marketing, then starting a video marketing campaign shouldn’t intimidate you. And for those who’ve been postponing it or are trying this for the first time, rid of the excuses and doubts and get into action.

Go ahead and set goals, find your audience, pick an appropriate distribution platform, and develop a powerful video marketing strategy. Remember to also take into consideration every other bit of information we’ve shared. This way, you will be off to a great start.

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