I wanted to quickly share with you what Rucha Armarkar from Animation Planet has very clearly explained below – as I believe this will benefit a lot of small to medium size businesses out there, who are just starting to explore or utilise the power of video marketing as an important part of their growth strategy.
3 Simple Steps To Effective Video Marketing
Today we will discuss three steps of making a killer video marketing plan.
Video is no longer just a part of marketing. It has become the locus around which your whole marketing outreach and campaigns get designed. So what is video marketing in one sentence?
Video marketing is the complete approach of creating and using effective videos to reach your target audience and drive the necessary responses.
It’s a three-step process:
– building a strategy
– creating effective videos
– marketing those videos to the right audience at the right time.
It’s easy, isn’t it? Well, easier said than done.
There are a few things you can do to start your video marketing from today.
Let’s see the three-step approach:
Step 1 – RESEARCH
Do your market research. Decide who your target audience is.
Where are they based and on what platform do they spend their maximum time? For example, if you are a real estate agent, then your target audience might be male or female.
In the age of 25 to 35, living in the same city subscribed to property list magazines and websites spending their time on Facebook and Google search. Decide your video marketing goals. Goals like I want to make a profit or increase sales, are good but are very general.
You need to create SMART goals.
By S.M.A.R.T. I mean:
S – Specific
M – Measurable
A – Achievable
R – Relevant
T – Timely
Your goal should be clearly stated and understood. They should be measurable in some way.
They should be possible to achieve and realistic. They should align with your business and should be set to a particular time frame.
For example, the goal of having a thousand Subscribers on YouTube in three months for a start-up beauty brand is much smarter than having spike sales for the same brand in the same timeframe.
Do your competitor research.
Find out what your competitors are doing! This is a good tactic, as you have a similar client base.
You don’t have to copy what your competitors are doing, but it is beneficial to know your unique selling points so that you can promote yourself as different.
STEP 2 – CREATION
Based on research, write down how many videos and what type of videos you require to achieve. Your goals in the next 6 to 12 months… decide what will be the message in each video.
This is important because every video cannot be a promotional video. No one likes a bragger.
The video messages can be from solving your customer’s problem to educating them about your product or even sharing a new, exciting offer decide what would be the style of each video animation, live-action or both.
What would be the production quality you require? Would you be making these videos in-house or hiring professionals?
A good tactic is to create videos 15 days or one month in advance of their implementation if they are not on current affairs.
STEP 3 – EXECUTION
Plan your videos as steps of a staircase. From a current position to your goal position, every step the customer takes, he or she will have a video to guide him further.
For example, if you are launching the new product, then start with the introduction of the product and gradually move from its customer benefits to ease of purchase. Make checking intervals to measure the impact of your videos when starting so you can be more focused on creation and implementation rather than analysis.
You can make these checking intervals in long-duration, from say in 30 days, as you get the good following. You can make it as quick as the next day to make modifications in a three-step video marketing plan as per requirement.
Any goal or plan fails miserably if it is too rigid. Make your plan disciplined enough so that you comply with your decisions, but keep flexibility and have room for modifications.
Video marketing is a long-term game. You have to be patient and consistent.
Do not rush into deciding whether it is working or not in early-stage. Video marketing is not a sprint. It’s a marathon.
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A link to the video by Rucha Armarkar from Animation Planet has also been included for your convenience. Please feel free to watch the video, give it a Like and Subscribe to their YouTube Channel if you want to. Thank you.