March 15, 2021 / Creative Humans
Video marketing is a critical aspect of any online marketing strategy. Videos offer an accessible and entertaining way to engage with your audience and are incredibly versatile. They can help you introduce new products, explain new services, build a community, and more.
By developing and implementing an effective video content marketing strategy, businesses can boost marketing ROI, increase social media engagements, improve search engine rankings, and enhance other aspects of their digital strategies.
If your business isn’t currently prioritizing video marketing, now is a great time to get started. Whether you’re looking to launch your first video marketing campaign or are interested in ways to improve your current efforts, here’s everything you need to know about video content marketing.
Before launching a new marketing initiative, it’s important to answer the question: is it worth the time, effort, and financial investment?
When it comes to video content marketing, the answer is a resounding yes. Video marketing offers businesses a number of valuable benefits:
These statistics indicate that video is one of the most powerful marketing tools businesses can use to elevate their online performance. If you’re ready to take advantage of these benefits, here’s how to plan your video content marketing strategy.
Video marketing involves several important steps. From finding your target audience and writing a script to distributing your video, it’s important to carefully plan your project to ensure it achieves the desired results. Here are the essential steps required to plan an effective video content marketing project:
First, to create an effective video, it’s important to establish your goals. Video marketing can be used at any stage of the marketing funnel—i.e., to build awareness, generate leads, and drive conversions.
For example, if your intent is to raise awareness for your brand, your video should succinctly introduce your company and explain how your brand solves a problem that your target audience faces. If your intent is to drive conversions, you should focus on explaining the advantages of your product or service and how you stand above your competition.
Depending on your goals, there are different types of marketing videos that may suit your purposes better than others. Common types of marketing videos include:
Before beginning production on your video, be sure to consider which type of video is most likely to help you achieve your marketing goals.
Who is your video for, what is your video’s purpose, and where does your target audience spend most of their time? Answering these questions will help you determine what type of video you should make and where to distribute your video. If your target audience spends a lot of time on Twitter, for instance, your content should be curated for that platform.
There are several paid and organic ways to distribute marketing videos. For organic interactions, you should publish your videos on your brand’s owned channels. This includes your company website, social media channels, blogs, and email newsletters.
Videos can also be distributed through paid channels as well, including paid search engine and social media ads, influencer marketing, and sponsored content. Paid media is a great option for videos intended to raise brand awareness.
The key to developing and improving your marketing strategy is to continually track performance over time. For video content, there are several KPIs you should be sure to keep an eye on, including:
These KPIs will help you determine whether or not your video is effective in raising brand awareness, encouraging interaction, and generating sales.
Without setting and maintaining a realistic budget, it’s going to be difficult to maximize your ROI and achieve your intended results. Determine what you’ll be able to shoot in-house using your own equipment and what you will need to outsource. Producing a marketing video includes:
Be sure to shop around to determine what you should be paying for each of these, and create a realistic budget based on your quoted rates. While it’s important to stick to your budget, be careful not to cut corners, which may result in a low-quality, ineffective final product.
Creating and implementing a comprehensive video marketing strategy is a great way to raise brand awareness, increase sales, and retain your existing audience. However, planning your strategy is only the first step.
With an effective content strategy in place, it’s important to hire the right talent to execute your ideas effectively. By working with proven video production professionals, you can create high quality video content that appeals to your target audience.
Brian Toombs: Roku Brand Studio & "The Lesbian Bar Project"
The rise of streaming has presented a pivotal moment in time for the entertainment industry. Roku has long been offering free television to Roku users, but now Roku is changing the streaming game by launching their very own brand studio. The Roku Brand Studio is reinventing brand partnerships by creating quality entertainment that speaks directly to the Roku audience in a much more powerful way than the typical 30 second ad. The Roku Brand Studio is made up of some of the industry's top talent, including Brian Toombs as the Head of Content. After 9 years overseeing digital content at Funny or Die, Brian now leads the production crew, creatives, and project managers at Roku Brand Studio as they create impactful new Roku original content. Brian gave us an inside look at “The Lesbian Bar Project”, one of Roku Brand Studios newest projects in partnership with Jäegermeister.
In the 1980's there were over 200 Lesbian bars in the US. Today, there are less than 25 remaining.