How to develop video marketing strategies in 2021

Videos in digital marketing

What is video marketing? Is video marketing an effective marketing strategy? Well, the answer is YES!  When it comes to the marketing strategy that is trending right now, video marketing is right at the top of the list. Video marketing is the type of content marketing that uses video as the main form of creative collateral. Video marketing is one of the most effective digital marketing strategies that include creating, editing, publishing, and promoting content in the form of video. This effective strategy can be used to promote your business brands, products or services, and build customer bonds.

Video marketing is a very versatile strategy that can be implemented in your marketing campaigns. It is flourishing because it provides content to customers more interactively and entertainingly. Rather than texts to read, the same message in a 40-second video will easily make a lasting impression on your customer. You can leverage good video content into your marketing campaigns for an effective result. 

How to develop a video marketing strategy?

Digital marketing trend 2021

Now more than ever video marketing provides you with the perfect opportunity to promote business,  brands and promotions. Here are the top video marketing strategies in 2021:

  1. Identify a goal

Define your goals

Identifying and understanding your goal is a pivotal step and the foundation that will help you move forward with your marketing campaign. What do you want to achieve from your video? Do you want to bring out a new product? Do you want to promote your brand and bring in more traffic to your website? 

  1. Research your customers

Define your customers

Defining or researching your customers is the next important step. Why? Because they are the ones that will help you achieve your goals if you act accordingly. Who you are speaking to is as important as what you are saying. Think about who your audiences are- probable age/ gender (they might not always be the same group of people), location, interest, and the values and assumptions your content might provide to them. Listen and take notes of what your audience says about your previous content through reviews, feedback, and also the comment sections. 

  1. Define your video

Choose the right video for you marketing campaign

Now that you know what message or information you want to deliver, the next step is how you want to deliver it. There are many different types of engaging video content that people love to watch. You could do a vlog, interview, Q&A, tutorial/ how-to, live streaming, product reviews, and many more. 

  • Video ads and promos are relatively straightforward production pieces in video marketing. They are promoting something and they get to the point quickly. 
  • Explainer videos are a great way to show your authority in your field. They give knowledge about your product, service, or process which generally helps answer a question. 
  • Testimonial videos are a powerful form of social proof. They prove that you are trustworthy. Genuine comments from customers with a name and face are best. 
  • Listicle and editorial videos answer questions with- who, what, when, where, and why? 
  1. Create your videos

Create the best video for your campaign

Start by specializing in storyboarding. You don’t need a specialist for that, you can sketch out a storyboard yourself even if it’s just some written notes. After your storyboard is in place it’s time to script. Remember to read your script directly to your audience and keep it brief. Apps like Biteable helps marketers design, edit, and create an endless variety of videos. 

  1. Promote your videos

Promote your video on the right platform

There are many options to choose from when it comes to hosting your videos online. Youtube is at the top of the hosting platform because it’s free and comes with a built-in mechanism that helps you a lot with SEO and discovery. Alternatively, you can host your video on your own server or look for a paid third-party video hosting service. You should primarily show off your video on your website, which can increase conversion by up to 80%. 

  • If you have the budget, you should focus on Facebook and also Youtube for paid marketing, because they both offer precise targeting and good return of investment (ROI).
  • If you have built an audience and are willing to put in the work, organic posting can work just fine. You should make sure that your video content is SEO optimized. You want to give your video the very best chance of being found by your target audience, especially on platforms like Youtube and Instagram. So you have to make sure your content is appealing to search engine algorithms. Make your videos searchable by using file names in the descriptions that contain your target keyword, and create original thumbnail images and add subtitles and captions. 
  1. Monitor the success

Keep an eye on your success

The first thing in measuring success is analytics. You can pull reports from native social platforms themselves or google analytic. To truly understand your audience you need A/B testing. Testing on two of the biggest platforms like Facebook and Instagram is relatively simple. A/B resign works best on elements like thumbnails, CTA, and ad texts. Keep in mind to test only one element at a time to isolate what is working and what’s not. Video marketing is data-driven, so it is crucial to monitor various metrics and track customer engagement. 

  1. Improve your content strategy

Improve and overcome

The final step involves improving your content strategy based on the data and feedback from your target audience. Look at the parts of the strategy that are now working well for your business and implement plans on how you can improve them with trending ideas, strategies and execute them accordingly. 

In this day and age of digital marketing, video marketing can serve as the best medium to present or promote your business. With the right strategies and plans in action, you can successfully achieve the video marketing funnel- awareness, consideration, and conversion. 

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