2021 is already here! With the Covid 19 landscape dominating every aspects of our lives, we are entering a brand new phase. For small business owners (and major brands) staying afloat is not going to be easy. If you are to dominate the marketing landscape in 2021 (believe it or not) video marketing is going to be an aspect you cannot ignore. In this article we will examine on planning and executing a 2021 video marketing strategy.
Part I – Getting Started
Still reading this? That is because you know the importance of video marketing. Any business (small,mediam or large) simply cannot get by using a website, written content and images alone. Consumers today want more information, more entertainment, more inspiration and more engagement. What is the medium that can provide all these and more? Video! In 2019 almone video marketing in the United States alone was a $135 billion industry. This means everyone everywhere has recognized the importance of incorporating video to their communications and marketing strategy.
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If you are a business owner or an entrepreneur who been using video, then consider yourself behind the game if you aren’t releasing regular videos. If you have never created video content, getting started would be tough… this article is for both of the above two business owners… This is where we come in…
Download My Video Marketing Strategy Guide, and you will learn how to get started by simply owning a smart phone with a decent camera. Once you get acclimated with this simple to understand guide, you will be ready to go to Part II, where we will discuss the strategy to put forward for you to yield results in 2021.
Everything we do in life require a strategy. I am sure you did not haphazardly start a marketing strategy or a social media strategy. A video marketing strategy is what will guide you to planning on doing next. It will include your goals, your budget, your timeline and writing this down is the first step in getting things started.
Before we dive into the specifics, Download my Future Video Marketing Strategy Guide. Once you acclimated with this check the below itinerary to get started.
How to Build a Video Marketing Strategy
- Start with your video goals.
- Find your target audience.
- Figure out what story you want to tell.
- Keep creative requirements in line.
- Stick to your timeline.
- Maintain a realistic budget.
Now that you know where we’re headed, we’ll go into detail about how to execute each step…
- Start with Your Video Goals
Before you embark on creating a video marketing strategy, it’s important to know what stage of the marketing funnel you’re targeting. This is important…
Every stage of the marketing funnel. But, initially, you’ll have to decide which stage is the most important to target.
Awareness: Here, a challenge or opportunity is defined and the viewer realizes they have a problem. Videos in this stage should attract users and introduce your brand to a new audience.
Consideration: The viewer is now considering how he or she will solve the problem they’re faced with. They’re researching, asking for recommendations, watching product reviews, and trying to find cost-effective solutions.
Decision: The solution has almost been found and you want to remain top of mind. Present your prospect with proof of customer satisfaction and prove why your product or service should be chosen over your competition.
If you want to attract a new set of customers to your brand, you’ll want to create an awareness stage video. If you want to engage your audience, you’ll want a consideration stage video. If you’re close to closing the sale and need to nurture your prospects, you’ll want to create a decision stage video. You can also create a video to delight those who have already purchased from you, or an internal video to help motivate your team or recruit new employees.
- Find Your Target Audience
First you need to know which stage of the marketing funnel you’ll be targeting, then you need to know your target audience. If you start creating random videos without a target audience in mind, it is more likely to yield fewer results than you desire. So… how do you know which audience to target:
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The first step is to conceptualize the buyers persona. If you already have one — great! Creating a buyer’s persona is one of the major aspects global brands spend a lot of money on. The people you want to buy your product are also the people you want to reach out with your videos.
With your buyer’s persona mapped out, you’ll know exactly who your target audience is. To finalize your audience strategy, just make sure you have the following figured out:
Who your product or service is for — this will be your buyer’s persona.
What the purpose of your video is — this will be where they fall within the marketing funnel.
Where your target audience hangs out — this will inform how you distribute your video.
With these three questions answered, now you are ready to keep in mind to “whom” you are targeting your videos.
- Figure Out What Story You Want to Tell
Deciding what story you want your video to tell can be the most fun and the most difficult part. But before doing that you need to understand the 3 Fundamentals that make any video successful.
Is the storyline you have is entertaining?
Is the storyline you have is educating?
Is the storyline you have is inspirational?
Story telling can be much more than a beginning, a body and ending. Don’t worry, this will get easier as you start creating more videos. I still run in to problems crafting a story for my videos (and client videos). You should always be aware of the four elements of a a great marketing video:
Protagonist with a goal – This person should align with your target demographic.
Conflict – This is your customer’s pain point.
Quest – This will be how you introduce your product or service.
Resolution – This is how your product or service solves the problem.
So make sure when you are crafting your story to Always Always Always have your customer in mind. Don’t fall in to the trap of over glorifying your products or services. Your audience is watching your video to see what in it is it for them.
- Keep Creative Requirements in Mind
As you craft your story, keep in mind the how you want to portray your brand or your company. A dentist who has a private practice at a private dental facility may want to be creative as pertaining to the prestige accreditation of the dentist or the profession of dentistry. The same could not be true for a fashion designer, who can utilize more color, sizzle and more adventure based on the brand he/she is marketing. You get the idea right? So while keeping your creative flares going be mindful about your brand and how your story telling will be perceived by your audience.
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- Stick to your timeline
Most businesses (especially small businesses) tend to do a one video and expect that one video to bring them results, revenue, customers. Video marketing does not work that way. You need to plan ahead of time (as per your budget) as to the frequency you need your videos to be uploaded to your channels. Try your best to feature one video per month or at least one video every 3 months (4 videos per year).
- Maintain a Realistic Budget
Cash rules all! Yes, creative planning and strategy are important, but let’s be real. Without the proper budget, it’s going to be difficult to get exactly what you want. Planning your resources are crucial. If you are a small business owner and want to create your own videos, then use the two strategies I provided to create your own videos. Don’t get disheartened, we all need to start at some point. Creating video content has never been easier… the first step is to owning a smart phone with a decent camera. But if you want to hire a company to create your videos, be mindful of the costs. And always shop around
How Much Does It Cost to Produce a Video?
How Much Does It Cost to Produce a Video?
— Not just literally, but figuratively. Ask industry experts how much they charge for certain services (scripting, sound editing, social media distribution, etc.) and how much you might expect to pay if you hired a freelancer or full-time employee instead. Most agencies are more than happy to give you any information you might want, or guide you to others who can better help. Contact Us for a quote and we would be happy to oblige J