2020 isn’t just another new year, it’s also the start of a new decade! It’s an exciting time to up your marketing game! Whether you haven’t experimented with video content yet or you’re a video marketing veteran, regularly refreshing your strategy is the best practice to keep your audience captivated, engaged, and taking action. Here are 5 essential components you need to include in your updated video marketing plan.
Reassess Your Goals
A new year is a prime time to revisit your business’s marketing goals and determine what worked and didn’t work in the previous year. Do you want a higher conversion rate? More landing page views? Consider how your goals have changed while conducting industry and digital marketing research. Look at various social media platform updates and assess how your audience is consuming content. For example, Facebook’s new video ad poll feature allows your audience to directly interact with your video rather than just watching passively. New features like these can help you achieve your updated marketing goals related to audience engagement. Make a plan to use them now and stand out from the competition.
Reestablish Your KPIs
The next big step after reassessing your goals is determining how you will measure their success. We’ve talked a bit about key performance indicators (KPIs) before. (Here’s a refresher course.) Your KPIs should be relevant to your marketing goals and the tactics of your campaign. As the tools of your campaign change, so should the KPIs used to monitor their performance. If your goal is to boost lead conversion through a new video marketing campaign, your KPIs should include video views, view duration, and the number of qualified leads captured by that campaign. Over time, your KPI thresholds may change. For example in 2019, you may have reached your goal of 1,000 video views and want to increase to 3,000 in 2020.
Craft A Supporting Story
The story you tell must support your goals. If your goal is to build engagement from your videos, make sure your videos appeal to your audience’s needs and promote interaction. Use video to attract and personally appeal to your audience. How do you do that? Use the relatable story of a past client to help customers envision themselves using your product/service. Don’t focus so much on how amazing your business is (easier said than done), but rather the “what’s in it for your customer?” aspect.
Establish A Budget
Once you have the foundation of your video marketing plan, establish a promotion budget. If you’ve been in business for a while or even if you’re new, ad-spend should be part of your marketing to-do list. The good news is short video ads perform better and cost less than static image ads. Allocate funds for constant audience building (awareness), audience engaging (consideration), and audience nurturing (decision). Outside of your online ad budget, consider the costs associated with capturing the video itself. Do you have the resources to produce the video yourself, or will you need to outsource? Keep all of these factors in mind when building your overall video marketing budget.
Determine Distribution Channels
Ready, set, publish! This is the exciting part: releasing your video masterpieces to your audience. It’s easy to get overzealous during this phase and blast it out everywhere, so always refer back to your initial goals. Where is your audience? Where and how are they consuming content? The length, style, and quality of your video may not be optimized for all social media platforms. Short and sweet videos are best for Instagram feeds, Instagram stories, Twitter, and TikTok. Longer, professionally produced videos are better for Facebook, LinkedIn, and YouTube. Be sure to publish your videos where they are bound to receive the most reach and engagement.
Companies using video enjoy 41% more web traffic from search than non-users.
KWSM has an in-house video team that will help give your brand a human face, and generate the results you’ve been looking for.
CONTACT US to learn more about adding video to your digital marketing strategy