A: The first step to create a video marketing campaign is deciding your goals. When people watch your company’s video, what do you want them to feel and do? Alongside your goals, define your metrics. How will you measure the effectiveness of your video — conversion rates, click-through rates, video views, or the percentage of viewers who follow a call to action? These two choices will dictate what your messaging should be and what type of video content you should produce.
Which part of the sales funnel your target audience falls in will also affect your digital marketing strategy. Are they at the top of the funnel — just beginning their relationship with your brand — at the end of the funnel as a loyal customer, or somewhere in between?
At the very top of the funnel, potential customers are more emotionally driven. If you’re introducing your brand for the first time, you don’t want to overload your potential customers with technical messaging. As they move through the conversion funnel, your video content is an opportunity to change their mindset. The next video marketing message can start to answer their questions and give them more information. If your audience is returning customers, your message will most likely cycle back to emotion to nurture and foster the connection they have with your brand.
Once you’ve determined the type of content to produce, you need to think about where to place it. For general awareness, a medium like television, without much targeting, may be sufficient. If you want to target specific personas for conversion, you’ll need to be more focused in your approach. Ask yourself, what are your retargeting pools? Who are the specific users you want to reach? Where will you find them?
Finally, your video marketing strategy isn’t complete without considering context. Context is important across marketing, but it’s crucial in video. What someone is already watching when your ad interrupts them, or which website they are browsing when your video pops up in a banner, matters. Associate your brand with premium and relevant content.