10 Jan 2017

7 Steps To Creating A Video Marketing Strategy For 2017

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If you’d made little use of video or none at all in your business marketing, you’re going to fall significantly behind the businesses that do. It’s been predicted that video will consume at least 80% of social media by the end of 2017! It’s a trend that’s not going to go away and it’s evolving fast – we’ve seen the domination of live video in 2016, virtual reality is going to cement its mark this year no doubt, augmented reality is already used in major companies (check out Ikea’s catalogue), 360 degree video is fast becoming popular and so on.

If you’re wondering how video can help grow your business and amplify your brand, but you just don’t know where to begin, here are 7 simple steps to help you formulate your video marketing strategy for this year:

Step 1: Write Down Your Specific Goal

Whenever I first sit down with a prospect I never start by trying to wow them with our products and service even if they’ve already decided that they want to work with us. The first thing is to find out exactly what they’re hoping to achieve, get clear on the outcome that they’re after so that we can tailor the right solution for them.

This is no different when you’re developing your video marketing strategy. Before deciding on what type of videos to create, the first crucial step (which applies to any marketing strategy) is to be clear on your end goal and “why” you’re doing it in the first place.

When it comes to making use of videos in marketing, video is the preferred form of content used for:

  1. Building brand awareness
  2. Lead generation
  3. Online engagement

Here are some questions that could help you determine your end goal:

  • Are you looking to share your message so you can connect to a mass audience?
  • Are you looking to attract people to your next event so you can educate them and change their lives?
  • Do you want more sales for your new book?
  • Do you want to grow your business by attracting the ideal traffic and generate a positive ROI?

Step 2: Determine Your Ideal Customer

For any business to succeed you need buying customers. One of the biggest mistakes that new entrepreneurs make is they try to cater to everyone and as a result they communicate to no-one. They become a generalist instead of a specialist.

The trick is to put yourself in the shoes of your ideal customer, find out exactly what his/her needs are, their desires, frustrations, dreams, etc. Make a list of these things to develop your “Avatar”.

Step 3: Make A List Of Top 10 Questions

Next is to make a list of the main issues that your ideal customer is experiencing. What are the 10 biggest questions they are asking that you can provide solutions for? Determine their biggest challenges.

How you will attract your ideal customer and keep their attention is to address their point-of-pain in the beginning of your video, in the video title and at the fore-front of your marketing.

Step 4: Choose From The Different Video Styles

After you’ve chosen one of the biggest point-of-pain of your ideal customer you need to connect with them through your story-telling and authenticity. There’s a few different styles to choose from, here are some examples:

  • Highlight video
  • Promotional video
  • Corporate video
  • Short documentary
  • Testimonial Video
  • Educational or “How-To” video
  • Case Study video

Learn more by checking out our video below:

Step 5: Produce Your Video

These days, most people have easy access to video equipment and as technology improves, we have more opportunities to develop high-quality productions as well. But just because you have an HD camera on your smartphone connected to an external microphone doesn’t always mean you have the right skills (or time) to produce good quality videos.

In order for your business to stand out, look professional and attract the right audience, quality is important. This involves having quality, valuable content as well as good lighting, audio, branding, etc. A poorly-produced video can be detrimental to your success!

If you’re quite competent in video creation and have the time for it, go ahead and make use of your creative skills. Otherwise you might want to consider finding video professionals to assist you.

Learn more by checking out our video below:

Step 6: Distribute Your Video

There’s no point in having an amazing video if no one will see it. The truth is, your video does not need to go viral in order for it to bring you success. You just need to create a video that’s optimized and attractive enough to your audience and is automated to run 24/7.

Where are your audience found? Where do they like to spend their time in social media? You can share your videos everywhere – on Facebook, YouTube, LinkedIn, Instagram, Google+, your website, landing page, at your event, etc.

It’s important to create a video distribution strategy because you have to post many, many videos to eventually find a winner. Even when you think you have a winner you still have to continue testing.

Step 7: Track Your Results

Don’t just let your videos run without checking in every now and then on how it’s succeeding or failing. This way, you can learn how to improve your videos for next time. For example, Facebook Insights allows you to review your video’s data and the levels of engagement, such as:

  • The no. of times it’s been viewed for 3 seconds or more
  • The no. of times it’s been viewed for 10 seconds or more
  • The no. of organic and paid reach
  • The total no. of minutes it was viewed for
  • The average watch time
  • The no. of unique viewers

It’s important to study your video data so you can get more insights about the users engaging with your content to help you create more effective videos in the future!

Do you have a video marketing strategy for 2017?

Photo by Paul Skorupskas via UnSplash.com

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