In our previous article on the use of video content for our marketing strategy, we saw the different types of video that we can use.
We tend to think that just creating entertaining content that has the potential to go viral is enough. However, while producing entertaining and viral videos isn't a bad thing, it shouldn't be your only goal.
The right path is to create and distribute videos following a strategy that responds to your specific marketing objectives.
Steps we follow at PGR
1- Select the purpose of your video
The first step is to identify how your video will help you achieve your main marketing goals, so you can choose the appropriate type of video based on your video. If what you need is to create awareness of your brand, you can create educational videos, which at the top of the funnel help build trust. On the other hand, if your goal is to increase conversions, lean towards creating a product video that you can post as an ad on Facebook or YouTube.
When starting a video marketing strategy, you can start with only two main types of video that you would like to create. Later you will have time to add more types of video content.
2- Decide where you will publish your video
Then, pick a platform to post your video to, be it Facebook, YouTube, or your company's website. Decide on a platform that is suitable for your audience and aligned with the objectives of your content. Think about the appropriate length and the formal or informal tone that your audience likes.
If possible, take into account the analysis of the content that you have already published on the same platform. Even if the top performing content is not a video, it will still be enough to get a basic picture of your audience's preferences. Find information about what content got the most views, reactions, and comments. In the same way, look for those contents that had less resonance. Using that information, it creates guidelines for what content seems to work best.
Keep in mind that while posting videos on social media and other platforms is a great way to build relevance, it's not easy to build an audience on external media. Do not forget the importance of getting your own audience and that your website should be the base of your content.
3- Plan the production of your videos
Once you know the purpose of your video and where to post it, it's time to prepare everything you need for its production.
Write a comprehensive plan that answers all of these questions:
- What resources will be needed to create this video?
- What budget do I have?
- When will it be done?
- When will each video be posted?
4- Share the plan
Finally share your plan with other people and listen to their opinion. Start by asking your coworkers for ideas and suggestions on how to improve the plan and if they could help create the videos. Then show your plan and its details to management and present the budget. Provide evidence (such as competitor videos or statistics) to help you demonstrate that the video meets your business goals.
5- Constantly review your plan
The process does not end with the production of the videos. You must analyze each video produced and write down the results and performance of each one in order to introduce improvements in the following ones.
Publish on the web or on social networks?
In the end, the main difference between videos posted on your website and videos on social media is their focus. In general, the videos on your website will tend to be videos of your products, services or solutions, while on social networks they will be the ones that should help you position your brand.
* Videos on your website
Post those videos that respond to your weak points. Think about the location of the video and where you think your customer will look for it. The context of the video should be about the issue or drive that got your customer there. Therefore, a video that talks about your brand or your values as a company should go on the home page, while a video about the different features of a product or solution should go on its corresponding page.
Potential customers consider your offer when they see that it can solve their problems. Therefore, showing a solution to your problems in each video could increase the chances of conversion.
However, don't be tempted to post too many videos on your website. This would not only slow down your website, but it could also tire the client and have the opposite effect to what you intended. It is better to have few but valuable, quality and selected videos than many meaningless ones.
* Videos on social networks
At PGR we offer you our video marketing service so that you do not become obsolete. Get update! Videos on social networks attract and like your followers and friends, so that you motivate them to explore more on your website.
When creating social videos, keep your potential customers engaged by paying attention to the tone and video requirements of each platform. Over time, you will learn the nuances of each social network. For example, LinkedIn is a more professional platform that allows longer videos, while TikTok is a modern, casual platform that only allows short videos.
Don't forget to experiment to keep up with ever-changing algorithms and the needs and interests of your customers. If the algorithm starts to prioritize a longer style video than the ones you've been posting, change it. If your audience starts asking different or new questions, create content to provide answers. Keeping track of current trends and consumer demands helps you continue to grow your audience.
At PGR we offer you our video marketing service so that you do not become obsolete. Get yourself updated!
