If you’re looking for a proven way to boost traffic and increase conversions then you need a video marketing plan.
It can be scary creating video content for marketing if you’ve never done it before, but having a strategy makes it so much easier.
In this post, we’re going to cover 5 video marketing tips that will really get your traffic and conversions popping. We’ll also cover video marketing benefits and help you create a video marketing strategy that’s scalable and repeatable.
First, what do we mean by “video marketing?”
What is Video Marketing?
Video marketing is any type of video you record and post with the intention of moving you towards your business goals.
When we talk about video marketing and eCommerce or digital marketing in general, conversation tends to make a beeline to YouTube. But, you can use video marketing just about anywhere. Social media platforms like Facebook, Twitter, Instagram, and Snapchat are also great places for video marketing content.
Video marketing is worth the investment: Video marketers get66% more qualified leadsper year and achieve a 54% increase in brand awareness.
Video Content Marketing Strategy
As we just covered, video marketing can be just about any video posted on any platform, so how do you develop a successful and reusable video content strategy template from that?
Recording and posting videos without a specific purpose is a recipe for disaster. Let’s not do that.
Instead, let’s put the following 5 steps into a repeatable process and use that process as our video content strategy to make our marketing lives easier.
Step 1. What Do You Want From Your Video Content?
This step actually has 2 parts. First, you have to evaluate yourself as a brand. What makes you different and brings your customers to you? What do you value as a business?
Second, figure out how your video content will fit in with your values and what your customers value in you. What problems are you trying to solve? What does success look like?
When your goals are specific, you’ll find it a lot easier to create content around them.
There are three key questions that you should be asking yourself at this point:
Who are you?
How can you benefit your potential customers?
For more detail about those questions and how to answer them, check out our post about awareness stage content. It’ll help even if you’re not actually creating awareness stage content at the moment.
Step 2. Where Is Your Audience?
If you’re thinking about creating a video marketing strategy, you’ve probably already created buyer personas. Use them.
Haven’t created buyer personas yet? Do it. You’ll thank yourself later.
You need to be able to find your people. Are they on Snapchat? If they aren’t, then you don’t need to be either unless you just enjoy it and have the time.
Spending the time to define your ideal customer and learn about the behavior of your actual customers will save you a ton of time, stress, and heartache.
Step 3. What’s Your Competition up To?
Conduct a video content audit to see where you have gaps in your content offering. Are there topics that you’re missing out on that would really benefit your customers or visitors?
If you’re just starting out with video content, do a regular content audit. What do you already have that could be turned into video content?
Now take a look at your competitors. What type of video content are they producing? More importantly, what are they not doing, or not doing well?
Step 4. Create Your Video UVP
Now that you know your goals, where to find your audience, and what kind of content you need, it’s time to create your UVP, or Unique Value Proposition.
This is just marketing shortspeak for creating an outline of what makes you and your content special. How do you set yourself apart from everyone else out there while still holding on to your values and identity as a business?
This also doubles as a jumping off point for a full-fledged plan and should include things like:
Topics you’ll cover in the video
Style and tone
How you’ll deliver your content (aka, how the content will reach your audience)
Step 5. Make a Plan
All of this has been building up to this moment: creating a plan.
One of the easiest ways to create a plan for any type of content marketing is to break it down into a content marketing funnel. You’ll want to include specifics about what your content will do:
Where does the content fit into the buyer’s journey?
How does this content appeal to the target audience?
What content gaps does this content fill?
How and where will this content be delivered, used, and repurposed?
Wondering which types of content work best at each stage? Have a look at this post about improving conversions throughout the sales funnel for some great content planning tips for each stage of the buyer’s journey. If you’re just getting started with your business, check out our awareness stage content ideas, too.
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