How to Start a Video Marketing Plan

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Online video has been popular for so long that it’s hard to imagine its influence and importance continuing to grow, and yet it does. People watched more videos amid the pandemic. Youtubethe growing revenues of and the explosive popularity of ICT Tac are proof. Even Spotify, whose mainstay is audio, is getting into video podcasts to capitalize on the growing popularity of the medium and the advertising opportunities it presents. Marketers may still have questions. What is a marketing video? Why should I make marketing videos for my business? Is the video effective?

The return on investment of video campaigns is also on the rise. Improved metrics, expanded ad formats, and automation to personalize ads at scale make video advertising more effective than ever.

In a recent Advertising week article on how YouTube is helping marketers reach people in the “messy middle” of their buying journey, CEO Adit Abhyankar explains why video is so effective.

“[YouTube’s] Video medium is ideal for creating messaging that goes beyond awareness to direct a consumer towards the ultimate selection of a product and the brand it embodies,” writes Abhyankar.

There are so many avenues and approaches available in digital video today. Here are six questions marketers should ask themselves when developing an effective strategy:

1. What is the message?

Start by having an idea of ​​what needs to be conveyed through the video marketing campaign. This will help determine the best way to structure it – how many videos to produce and the frequency. This will also help determine whether videos should be shared as content or ads, or a combination of both.

2. Who is the audience?

The focus should be on the customer. Short content that fits well on platforms such as Instagram and TikTok can be ideal if the audience is young. For B2B companies, the audience may be a niche segment of an industry, and longer educational videos on LinkedIn or YouTube may make more sense.

3. What is the objective?

It might be a good idea to produce a two-minute explainer video with animation or screenshots if your goal is to educate the market about a product or service. If this content is to be shared as an ad on a platform like YouTube, it must capture the audience within five seconds or risk being skipped. “Lead with your brand and charge your story,” advises Abhyankar.

4. Where will the content be shared?

The platforms on which the video content will be shared also influences the type of content created. Apart social media channelsthere are also streaming services such as Salesforce+, a newly launched platform for professional content, as well as advertising spots on streaming platforms and publishing platforms. Each platform has its own style and follows a specific structure for videos. The content should fit this structure to ensure that it meets audience expectations.

5. Will there be influencers or opinion leaders?

Influencer marketing is a very effective tactic that pairs well with video. Work with well-known people who can offer an audience through platforms such as Instagram and LinkedIn. Marketers can generate creative content and build brand trust by leveraging an established influencer presence. Or, it may make more sense to feature business leaders in videos and help establish their personal brands. Customer testimonials are another way to build brand credibility.

6. How will this complement other marketing efforts?

Treat video marketing as part of the whole package. Consider how video will complement and enhance other efforts such as social marketing, traditional advertising, word of mouth efforts, search engine optimization, etc.

A successful video marketing campaign is an essential tool for marketers today. Answering these questions will help ensure the effort is on track to maximize impact.

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