Six Steps for the Perfect Video Campaign
/ April 5, 2017
You use all different kinds of content to market your product or service. Content marketing is like breathing these digital days—you just do it. It’s natural. It’s necessary. Video should be a staple in your content tool belt because—much like how consumers love brand messaging on sites like Snapchat and Instagram—visual-driven content works. It’s convenient, engaging, and can bring concepts to life like no whitepaper can. Now, are you wondering how to create the perfect video campaign? Let’s explore six steps to help you get there.
- Create and edit your video. This might sound obvious, but the first step to mastering your video marketing campaign is actually creating and editing the video(s). Whether you produce them in house or outsource the work, your concept and delivery in this stage forms the foundation for everything that comes next. Videos can include photos, text, music, demonstrations, and more. The possibilities are endless. You can even consider bringing in user-generated content to make your audience more invested.
- Manage your video campaign. Every video campaign should be backed by a solid plan. What video will be released first? When will the next one start production? Maybe you plan to live stream—who is responsible for promoting that? How can you and your team get access to videos you’ve produced in the past to repurpose some of that content? How can you determine your video is in compliance with any applicable regulations as well as your brand’s style guide? Managing your video campaign involves answering all these questions and more, generally including a central scheduling calendar, detailed workflow process, and a searchable library of videos.
- Optimize your marketing video. Your video should be optimized just like your blog posts, eBooks, and whitepapers so it ranks highly on search engine results pages (SERPs). By the way, if your video is going to “live” on YouTube, know that YouTube is the second largest search engine after Google. You need to use the same search engine optimization (SEO) best practices for tags, keywords, and descriptions and target your key consumer personas accordingly. You’ll also need to make sure your video is optimized for mobile—that’s a must.
- Distribute your video. After you’ve created and optimized your video, it’s time for distribution. Embed your video on your website, load it on YouTube, promote it in your social media channels, and incorporate it in emails to customers and prospects. In addition, consider syndicating through third party websites or calling upon your network of influencers to help you spread the word.
- Measure the performance of your campaign using analytics. Use both qualitative and quantitative metrics to gauge how well your video campaign is performing. For example, this might involve looking at how many views your video is getting and how long each viewer is spending with your content. Once you have the data, use it! If your video is four minutes long but the average person only makes it thirty seconds in, for example, you’ll know you need to revisit your introduction and create a stronger hook.
- Integrate your data from step five for even more reach. Take the data and insight gleaned from step five and integrate it with other technologies like Google Analytics or your existing marketing automation platform (MAP) or customer relationship management (CRM) software for maximum impact.
Sounds like a lot to do, right? Don’t worry—there’s technology for that.
The Value of Video Marketing Software
Nailing your video campaign clearly has many moving parts. If you’re spending a ton of time and resources tracking analytics on a video initiative that wasn’t fully optimized—or, worse, not available on mobile—you’re wasting your time. If you’re dedicating a large amount of your budget to video creation and editing but don’t have a clear distribution strategy, you’re not going to see much ROI. See? Each piece of the puzzle is important.
Relax, though, because you don’t have to shoulder the whole load. Video marketing software can assist with everything—video creation and editing, management, optimization, distribution, analytics, and integration. In addition, these powerful tools can add even more value by allowing you to score leads gleaned from video campaigns, coordinating with your marketing automation or CRM platforms to save you time and better enable sales teams. Plus, most video marketing software options can bring your campaigns to life with interactive elements such as clickable calls to action and more.
From this snapshot, it’s clear video marketing software is the way forward if you want to get results from your video initiatives. Want to learn more? Eric Vidal took a deep dive into this topic here: What is Video Marketing Software and Why Do We Need It.
In the meantime, I’m curious—if you’re not already using video marketing software, how do you balance all six elements of your campaigns? What does that process look like for you, and how could it be improved if you allowed technology to do some of the work? Tell me in the comments, and let’s talk.
Additional Resources on This Topic
6 Tips to Double the Success of Your Video Marketing Campaign
Video Marketing Software: A Marketer’s Guide
Photo Credit: Joe The Goat Farmer Flickr via Compfight cc
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