How PayPal built their workplace culture around the employee voice
23 Mar, 2022
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Video content has been around for some time now and is only increasing in importance for consumers and brands alike. By the late 1990s and early 2000s companies like DailyMotion and YouTube made videos accessible to just about anyone in the world. The advertising spend on video is expected to steadily increase in the UK over the next few years, and we’re noticing an all-time high for time spent consuming video. The time to focus on your video marketing strategy is right now.
At the moment there is a plethora of video streaming, creation, editing, and marketing services available and it can seem a daunting task to marketers wanting to navigate this space. In order to maximise the potential of video, it is important to create a video marketing strategy that makes the best use of this effective platform while communicating the right message for you and your consumers. In this article, we’ll share our top tips for creating a video marketing strategy that delivers results and sets you on a path to success.
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If your business hasn’t yet jumped on to the video marketing bandwagon, it’s not too late. This quick-changing and super popular channel can be used to make your brand shine. As long as you keep in mind the below tips.
First things first — set clear goals and expectations. What do you want your video marketing strategy to achieve? How will it blend into your company’s existing marketing funnel? Will video marketing be used as a sales tactic or to drive awareness? Or both? Whatever you decide, make sure that your goals for video marketing align with the overall goals of your company.
A good way to identify goals is to take a look at what your competitors are doing, set benchmarks for yourself and make a list of video content formats that would best suit each goal. Choose to filter your video marketing content by end-goal through:
Each piece of content in your video marketing strategy should be tailormade to your buyer’s persona. Knowing your target audience will help you create video content that speaks directly to them in a voice that they understand and relate to. If you are targeting young Gen-Z consumers, use content that they can relate to like TikTok dances, memes and bytes from trending celebrities. Our attention span has been reduced to 8 seconds, so short-form and snappy will be your go-to format to target them.
Ensuring that your video content strategy shows the right personality, and the kind of personality that appeals to your audience is the key to getting remembered.
Once you know what goals you want to achieve and who you are going to direct your video marketing strategy at, it’s time to tell your story. Avoid messaging that does not resonate with your brand. Your video content should be a reflection of your business, so it is important to tell an authentic story.
Brands enjoy a revenue increase of 33% when they stick to consistent brand presentation. Use the same tone of voice, colours, mascots and messaging across your full marketing efforts, including video.
Once you have a list of goals and deliverables, it’s natural to get overwhelmed by the pressure of achieving them. The next step is to create a realistic and detailed timeline for your video marketing strategy. This includes everything you’ll need for end-to-end production, including budget, talent, internal and outsourced resources, equipment and tools.
Why not use Seenit User-Generated Videos for your video production? Seenit for video marketing can reduce the cost of video production by 80% compared to traditional methods and with all of your production tools in one place it is 20 times faster to collect content compared to traditional filming.
Just like not all viewers are equal, each marketing platform will have its own measure of success and you need to pick the one that is ideal for you. Some companies prefer to have a separate social media video marketing strategy for video content that will only be published on social media such as TikTok, Instagram or Snapchat. Video created for these platforms needs to be very short and snappy and should grab the attention of the viewer and convey your message within a few seconds.
Longer videos can be published on streaming websites, on Facebook, LinkedIn and even embedded knot websites and email marketing. Product videos can be used as paid digital ads, on third-party websites and sometimes even on television. Hosting your videos on one platform will allow you to easily and seamlessly share or distribute your content whenever and wherever you need to. Streamlining your video hosting platform will allow you to keep track of your campaign and repurpose videos for later.
This brings us to our final tip for creating a successful video marketing strategy, and that is keeping track of it. Whether you want to focus on your engagement rate, the number of views, shares or even how many comments you get — make sure that each result is aligned with the original goal you set out for your video.
Evaluate your numbers to analyse what is working and what isn’t. There might be a trend you can spot during peak times, and low engagement rates during a downtime. These are all normal, and you will need patience when it comes to measuring the success of each video marketing campaign.
Now that you know what to keep in mind for a lucrative video marketing strategy, it is time to put that plan into action. Set aside weekly checkpoints for your marketing or social media team to keep track of and monitor your video marketing efforts. Some companies may need to shift their focus every six months, while others can plan annually. The important thing is to ensure that everyone involved is aligned.
More than a billion hours of video content is consumed on YouTube alone. You need to do things differently, smartly and efficiently to stand out from the crowd and from your competitors. If you are struggling with your video marketing strategy, reach out to our experienced and helpful team for further guidance, tips, and advice.
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