To have a successful video campaign, you must research, plan, and form a well-constructed video strategy. Truthfully, the vast majority of time is spent in pre and post-production. The actual video shoot is only a fraction of the time spent in the full video process. Much time and effort is spent preparing for the video so that the production itself runs as smoothly as possible.
Video should be strategically and fluidly assimilated into your marketing plan. The end goal of video content marketing is to effortlessly guide leads through every stage of the buyer process. That is best achieved by properly designing your video strategy.
1- The first step is to be aware of your brand and the vibe it portrays.You should take an honest look at what makes your company different, what your customers love about you, and what your company’s most important values are. You also should consider the goals of your video marketing campaign. What are you trying to achieve through this process? What will resonate most with your audience? What does success look like for you?
2- The second step is to know your audience. The entire video campaign is meant to be seen by them, after all. Conduct research on basic information like demographics, then dive a little deeper into things like preference and personality. If your content isn't seen by or connected with your target audience, then there’s a lot of money and conversions to be lost.
3- The third step is understanding the market and your direct competition. By researching and identifying areas that are lacking both internally and in the market, you create opportunities for video content marketing. Take a reflective look at your current content. Assess what you’ve already created, what people have positively responded to, and what you're lacking. An audit of the material you’ve already produced will help illuminate particular strengths and weakness that will be valuable moving forward. After the audit, you should dive into the content your competition is putting out. What’s already out there for your audience to discover and what has been successful for them? Once you’re done with both of these tasks, you should have a relatively clear idea of the gaps in the market that are waiting to be exploited.
4- After knowing the type of content that your competition is producing, it’s time to figure out how to make better, more compelling content than theirs. How do you plan on standing out? What areas in the market can you take advantage of that others are missing? It comes down to how your business and the products it offers are different from your competitors. You should identify how your USP is different and figure out how to distinguish yourself while still staying true to the values your company finds important.
5- The final stage is to plan your video marketing funnel. How will the videos you’re making guide the customer through every step of the buyer’s journey? Your funnel should specifically make a note of how each video will smoothly lead the customer. It should be one cohesive, well-oiled machine. You should include the specific details of how your content will be different, the gaps in the market that they will fill, how it will resonate with your target audience, and where it will be distributed.