Lead Forensics

4 Steps to Success in Video Marketing

Video marketing should always have goals connected to it, so that you know whether your video has succeeded.

You’ve heard that a new era has dawned in visual content. You don’t need to invest heavily in expensive equipment to jump into video marketing and you know that audiences value authenticity.

But that doesn’t mean you simply bust out your smartphone on a random afternoon, making an impromptu video that’s posted before you leave for the day. This is how disasters like Burger King’s moldy burger video happen. You want to be sure you’re not turning viewers away instead of engaging them.

In order to create a video marketing campaign that resonates with audiences, you need to do a bit of legwork:

Ask Some Questions. It’s worth a few minutes of planning with your team to think through a few important questions:

  • Who are we trying to reach?
  • What do we want them to know?
  • Where do we want them to go from here?

These questions will help shape the content of your video and keep you from including elements that don’t help answer one of the questions.

Establish Goals. Get past soft goals, such as, “build awareness” or “connect with potential customers.” You need measurable goals that make it easy to determine whether you were successful. If you want to connect, you’ll measure activity like comments, shares and click-throughs to your site.

Plan Your Distribution: Before you begin filming, it’s important to know where you’ll be sharing the video. If you plan to launch it on TikTok, that’s going to look vastly different than a video made for LinkedIn. You’ll also want to decide whether you’ll make a couple of versions for different platforms, what the post will look like when you share it and what the timing will be. These are all important considerations when trying to get traction for video marketing.

Don’t Check Out: Once your video is posted, it’s not time to go celebrate with a latte just yet. Stay engaged on the platform with commenters and check the performance of your video against your goals. If your video is successful, it might be time to circle up with your team and determine whether it might be worth repurposing into another content format, such as an infographic or a shorter video for a different social site.

When it’s time to launch a video marketing campaign, you need a guide that can help you get the best return for your investment. Contact us at SJC Marketing to get started planning your next video.

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