99% of marketers are using videos in their promotional strategies and plan to use video content in 2020.
This is a very strong reason to start doing the same – and what is more, it is predicted that the time the average user spends on watching videos will increase to 90 minutes per day by 2021.
2020 could be your overclocking lane for your video marketing strategy, and this article will help you get started.
Let’s review the plan that you should follow on your way to a top-notch video marketing strategy this year.
How to Get Started With Video Marketing
- Take One More Look at Your Target Users
- Set Your Goals
- Analyze And Apply 2020 Trends
- Combine Your SEO And Video Marketing Strategies
- Match Different Video Types With the Right Distribution Channels
- Focus On Personalized Video Content
- Always Take Your Sales Funnel Into Account
- Test, Track, Measure, Repeat
Take One More Look at Your Target Users
Of course, you know a lot about your target customers. However, when starting the implementation of a new strategy, it always makes sense to analyze the current situation again.
Speaking of video marketing strategies, you need to answer the following questions about your users to determine the right development vector:
Remember the age of your average user and what platforms they use for video consumption.
YouTube is the universal option for everyone – so you need to prepare a separate Youtube marketing strategy first off. However, in the case of a specific target audience (for example, teenagers) it also makes sense to pay attention to Snapchat and Tik Tok.
What questions do users ask you most often?
It may be difficult for them to choose the size of clothes that you sell, or they want to see how the toy that they choose for their child works. These questions will come in handy when you determine the types of videos you need to focus on.
Set Your Goals
The development and implementation of a strategy do not make sense without a clear goal. It will be just a free flight over the market.
Sure, the concrete objective stems from a certain stage of your business development. Here are some examples of precisely set goals.
- Get 1000+ subscribers in your Instagram profile in three months
- Get 100+ sign-up requests on your website coming from YouTube monthly
- Get 250+ video sharings in Twitter monthly
Important! Your goal should be very specific and measurable. That is why there are exact numbers in the examples we provided. For comparison, increasing user loyalty is also a good goal – but unfortunately, it is almost unmeasurable. The only way to measure the result, in this case, is to survey the users after building trusting relations with them.
Analyze And Apply Trends
The good news is that you don’t need to reinvent the wheel to begin implementing your video marketing strategy. It is enough to look at current and forecasted trends to find the right vector of planning.
For example, already known trends for vertical and live video will continue. Combine these two approaches and show the backstage life of your company.
What is more, in 2020, users expect shopping opportunities directly in the video – enable this feature in your product videos.
Combine Your SEO And Video Marketing Strategies
You may be surprised to know that your SEO strategy already contains many insights for video marketing. You only need to define and apply them correctly.
For example, if you know that your users are looking for information on how to choose clothes for a date, this can become the basis of educational and product videos in one spot (with the possibility of in-video shopping, of course).
In simple words, you need to integrate your content and SEO strategy with a video marketing strategy as much as possible. This approach will help you give users the most informative and relevant content in the form in which they want to consume it.
Hint! Transcribe your videos and include key search requests in the script so that search engines can better understand the meaning of the video and show it to the right users for the most accurate queries.
Match Different Video Types With the Right Distribution Channels
Your videos will work better if you show them on the platforms users expect to see them. Here are some proven instructions:
- Real-life and vertical video is perfectly intended for IGTV.
- Product and unpackaging videos will complement your product description pages.
- The branded and corporate video will work well on your About Us page.
- YouTube is a great place to publish an entertainment and e-learning video.
Focus On Personalized Video Content
Personalization is not an overhyped marketing word but a harsh necessity to stay competitive. And this is relevant for video marketing as well.
According to the users’ survey published on Marketing Charts, videos should be about the specific product or services a particular user is interested in to make it valuable for him/her and speed up the decision making process.
Yes, personalization as such requires an investment in technology. However, you can always segment your users as much as possible and shoot the most targeted videos based on specific requests and needs.
Always Take Your Sales Funnel Into Account
You should understand at what stage your relationship with a particular user or group of users is now to show them the correct video. Your videos should guide your customers smoothly from the first meeting to the purchase.
For example:
- Users can watch your corporate video both to get to know you and to learn more about you after making a purchase.
- They can watch educational or how-to videos both before and after the transaction with you.
Therefore, we again need to return to the first point of the strategy and analyze each of the users with a fresh look. This will help you define what you should offer in your video already taking into account your relationship and sales funnel.
Action Item
Learn how to build an effective video sales funnel
Test, Track, Measure, Repeat
As we have said, a strategy does not make sense without a goal, and a goal does not make sense without analyzing the results. As for video marketing, here are the main metrics that you need to analyze in every video campaign:
- click-throughs
- likes, comments, and sharings
- number of unique users
- sales
- number of new subscribers
- sign-up requests
- ROI.
The key to success is simple: test, find flaws, and improve. Keep testing consistently, identify what works, and then push to make it even better. To make my life easier, I use this handy A/B testing calculator. It also has some solid guidelines to get you started.
So remember—test, test, test, and watch your results improve.
By the way, in most cases, users themselves will say what they did not like in your video. Think of it as a free-of-charge opportunity for improvement but not as an insult or demotivator.
To Wrap It Up
Video content is thriving now, and its integration into marketing strategies is a vital element in attracting customer attention. Get ready for experiments. Apply new trends. Keep your finger on the pulse of innovation. You’ll see how video marketing can take your brand to a whole new level!
