Why is right now the best time for businesses to begin developing an effective video marketing strategy? Because video already makes up an estimated 82% of content and will continue to rise. If you haven’t started implanting it in your marketing strategy, you may soon be left behind. According to marketing strategist Daniel Newman, writing for Forbes, the odds are in this particular medium’s favor: Hubspot’s state of Video Marketing Report stated that video usage, spend, and reported ROI have continued to trend upward since 2015; and is nowhere near its saturation point. Below are some tips to help you devise a strong video marketing strategy that will sustain your business as video usage continues to rise in a post- COVID-19 era and beyond.
Think About Your Content Goals
In coming up with your content strategy, it’s important first to determine your end goal and consider how you would translate that goal to video. According to Jodi Harris, director of editorial content and strategy for the Content Marketing Institute, the first step is to pin down your top priority: is it offering customer service, increasing brand awareness, boosting sales, providing thought leadership or something else? Are you looking for simple engagement? Is your focus on retaining existing customers? Once you’ve settled on your goals, choose which filming format and delivery options will work best to reach your target audience.
Offer Your Audience a Valuable Experience
One of the most important aspects of video marketing strategy during this health crisis and beyond, according to Newman, is to give something back to the customer through the user experience you offer. Research shows that 43% of consumers think the COVID-19 messaging they are receiving is too similar, he writes, so it’s more important than ever for content creators to differentiate themselves by creating video content that doesn’t offer customers platitudes, but information, humor and support.
Consider the Medium
Harris also suggests considering where your video content will be shared: your website, your social media channels, a virtual event on Zoom? According to Harris, livestreaming might be the better option if your target audience is likely to catch the video while it’s airing and share it in real time, while a prerecorded video might be better if you’re worried your presenter might lose their train of thought. Which format you choose also depends on which one aligns more closely with your brand identity. For example, marketers in financial, legal, or other regulated industries might prefer to use scripted content, she writes, while those from retail, entertainment and media brands might feel more comfortable improvising.
Optimize Your Videos for Mobile
It’s also important to remember to optimize your videos for users’ mobile phones. As many of us sheltered in place over these past few months, an estimated 55% got their news from their mobile phones, writes Newman. He recommends businesses consider the ease of streaming and download times for their videos and carefully consider the platform they use to host. Since it is owned by Google, YouTube makes it easier for people to find your video since search is integrated across both platforms.
Finally, Don’t Neglect Your Budget
When devising your video marketing strategy, it’s essential to keep budget top of mind at all times, especially in these uncertain times. The marketing investments you make right now may not pay off in terms of sales, Newman writes, so be sure to employ money-saving tips like using real people instead of actors, creating and sharing Instagram stories and forgoing fancy camera equipment and using your phone instead.
