4 Steps to Building a Smart Video StrategyWhen done right, video increases a customer’s understanding of what a brand does, what makes them different, and why they should buy in. That kind of understanding leads to increased awareness, engagement, and of course, sales. It’s no surprise over half of marketers believe video is the channel that delivers the best ROI. When clients come to you to create video for them, they want their marketing investment to pay off—and they have high expectations. It’s up to you to deliver. The key to delivery is having a clear strategy behind each video you produce. Follow these 4 steps to produce a client video that sizzles, instead of fizzles.
1. Get to know your client.We’re not talking about making nice with your client contact (although you should do that, too). Do the work to actually understand your client’s business, by asking these questions:
- What sets them apart?
- Is this a service-based lead generation business or an e-commerce store?
- Who are their customers?
- What motivates their customers’ purchasing decisions, and what unique value does the business provide them?
- Where are their customers spending their time online?
2. Mutually decide on the video’s goals.Once you understand the business, it’s time to understand the business goals for the video. Instead of a hard sell, video is always used to educate, inspire, or entertain. No matter which feeling your client wants to evoke in their audience, the video should also build trust at the same time—in the client’s business, their leadership, or their product. Your job is to narrow this down and make it specific to your client. Often, if you ask a client which goal they want to go after, they’ll eagerly answer, “Let’s do it all!” This is a teaching opportunity for you to remind them that the most effective videos have a clear focus. After all, you only have a few minutes to get your point across. For example, one of our clients at Your Marketing People is a chiropractor and personal trainer. She wanted us to create a video that highlighted both aspects of her business. But, upon reviewing her business structure, we saw that there was more room for growth on her chiropractic side, so we suggested focusing there. During the research phase, we learned that much of her target audience doesn’t understand the unique benefits of her niche, Upper Cervical Chiropractic. With trust being a pivotal pain point in the chiropractic world, thanks to unfortunate stereotypes and the chronic pain customers are living with, we uncovered our goal for the video: to educate and build trust.
3. Tailor the video content plan to serve that goal.After deciding on a goal, the next step is to figure out the best way to clearly communicate the message. This is the step where you get into the meat of the video. How will you structure the storyline of the video, and which subjects will need to be involved, to execute the vision? With our chiropractor client, we decided to do an interview style video. This allowed us to interview customers and position the client as a trusted educator, building credibility. Interview style videos are popular because they help a business feel like a person, instead of an impersonal brand. That helps audiences connect. Other popular video options include animation videos, which can make a boring product tutorial fun and engaging, as well as brand videos, which share the story behind the business—again, building trust and personalizing the brand. At Your Marketing People, we aim to use real people whenever possible, instead of actors. By featuring actual customers and employees, the video feels more authentic. Plus, due to their firsthand knowledge, these folks are better equipped to reveal exactly what it is that makes a business special.
4. Develop the promotion strategy.Finally, you and the client have to decide where the video will be shared and how it will guide the customer further down the funnel. Many production companies fall short by thinking about promotion only after the video’s been produced. This is a bad idea. The target promotion channels can determine the length, format, and even the subject matter of the video, so it’s important to do this step before production. Some of the promotion strategy will be dictated by the questions you answered in step one, such as which social channels the client’s audience uses. If your client isn’t sure which promotion channels they need, guide them toward the answer by asking questions like, “What action do you want your customer to take after watching this video?” and “What platforms will make the process of moving from viewer to customer as easy as possible?” Common video promotion tactics include:
- Uploading the video to the customer’s website, YouTube, and/or Vimeo
- Promoting it through organic social media posts on Facebook, Instagram, and Twitter
- Using paid social advertising on Facebook, Instagram, and YouTube to help the video reach more viewers beyond the client’s current audience