Play to the crowd: Create a video marketing strategy that crushes

Video killed the radio star, but it gives life to brands. Throughout the digital universe (programmatic advertising, social media, websites, etc.) online video is at work helping aid awareness, inform audiences, nurture leads, increase followers, boost SEO, and grow business.

Video is by far the most engaging content type. Studies show that 91% of people prefer online video content over other forms of content. Many social media platforms will even push video content over other creative forms. It’s what people want, so the algorithms oblige. There are even cases where static creative, thought to be more cost effective, turns out to be more expensive to run because it goes against the platform’s wishes.

Needless to say, video marketing strategy has become integral for brands today. The platforms are there. The audience wants it. But that doesn’t mean it always works. 

So, what does an effective video strategy look like? How do you create content that actually goes big, gets traction, engages your audience, and gives you some smile inducing ROI numbers to share at the board meeting? 

You’ve clicked the right blog. Here’s how to create a powerful video marketing strategy that grabs your audience’s attention, moving both them and that proverbial needle. 

Before you storyboard: Know your target audience 

To start, let’s take a look at people’s viewing behavior…There’s a reason it’s so easy to shirk life’s duties and scroll infinitely on social. Yes, those pesky proprietary algorithms studying your eye movements and video interactions help, but the main reason is that your feed is based on you. It’s filled with videos tailored to your interests.

Even in broadcast television, using program specific creative with scenarios or cameos from celebrities germane to what you’re watching, keeps you watching. You don’t see a lot of Rob Gronkowski ads during Jeopardy! You see them during football games.

The takeaway: to create a video strategy that truly resonates with your target audience, you need to start with a deep understanding of who they are, what they’re into, and what motivates them. 

Take time to do your research on your intended audience, and you’ll increase the likelihood that you can actually generate a buzz. 

Here are some tips for getting into the minds of your target audience before you sit down to strategize your video content. 

Create buyer personas

A buyer persona is a semi-fictional representation of your target customer based on market research, data analysis, and customer insights. It includes demographic information, behavioral patterns, goals, challenges, and motivations. 

Developing detailed buyer personas helps you visualize and empathize with your ideal customers, enabling you to tailor your videos to meet their specific needs.

Consider conducting surveys, interviews, or analyzing your existing customer data to build effective buyer personas.

Identify pain points and aspirations

Once you have your buyer personas in place, move on to their pain points and aspirations. What challenges do they face, and how can your product or services address those pain points? 

Use this information to create videos that resonate emotionally with your audience and inspire action.

Brainstorm a few compelling buyer stories

A good story helps people connect on a deep, emotional level. Use the insights from your buyer personas to craft narratives that speak directly to their experiences and aspirations. 

Whether it’s a customer success story, a behind-the-scenes look at your brand, or an inspirational message, your story should align with your brand’s mission and values.

How to create a powerful video marketing strategy

The foundation of any successful marketing strategy begins with clear and well-defined goals. Video marketing is no exception. 

Take the time to outline your video’s objectives and determine what you want to achieve with each video before diving into the creative process. 

Step 1 – Pinpoint where viewers are in the sales funnel

 

In addition to knowing details like your audience’s demographics and pain points, you’ll need to know where they are in their journey down your sales funnel. 

The marketing or sales funnel represents the experience a potential customer goes through before making a purchase decision. It comprises five main stages from Awareness to Advocacy which all require a slightly different tact when it comes to video.

Stage 1: Awareness

Your goal here is to attract and engage a broad audience that might be unaware of your brand or its offerings. Videos at this stage should be bold, introduce your brand’s unique selling proposition (USP), and leave a memorable impression.

Stage 2: Interest

Now your prospects are interested in your brand and are actively researching solutions to their problems. In this consideration window, videos should be informative, highlighting the benefits of your products or services, and addressing common questions or concerns. 

Stage 3: Desire

The prospect has now connected with your product or service, seeing it as the solution to their problem. Videos here should be even more specific, sharing deeper benefits with more targeted messaging.

Stage 4: Conversion

Your newest customer takes the desired action, clicks through, and makes a purchase. At this stage, videos can help provide a sense of community, like welcome videos, and offer support like how-tos.

Stage 5: Advocacy

Now that you have a new customer, the goal is to make them an advocate. Videos at this stage can help people feel invited in as a part of your brand. Telling your brand story, sharing testimonials, dishing insider info on your other products and services, or the latest news/drops are especially effective here.

Step 2 – Outline your video’s core message

Once you’ve determined your target audience and the funnel stage you want to address, outline the core message you want your online videos to convey. Despite the message, clarity and conciseness are essential. 

Step 3 – Define your metrics for success

What’s your goal for the video? Do you want engagement? Clicks? Sign-ups? Set specific metrics that align with your goals. 

For instance, this video marketing strategy survey suggests:  

• 63% of video marketers consider the number of video views as a primary metric for assessing the reach and engagement of their video content.

• 61% of video marketers use audience engagement metrics, such as shares, likes, and comments, to gauge how effectively their videos resonate with viewers.

• 56% of video marketers measure the ROI on their video content based on leads and clicks generated from video marketing campaigns, focusing on conversion rates.
  

Whatever you choose, regularly track and analyze these metrics to gain valuable insights and refine your approach.

Step 4 – Choose the right video style

With a clear understanding of your audience and goals, it’s time to select the video types and styles that best suit your brand and message. Each type of online video serves a specific purpose in the marketing funnel, and the style of your videos should align with your goals. 

Explainer videos

Explainer videos, chosen by 73% of marketers, have proven to be highly effective in simplifying complex concepts, products, or services, making them more accessible to viewers. 

They succinctly explain a product, service, or concept, addressing your audience’s pain points and showcasing your unique value proposition. They’re perfect for the awareness and consideration stages of the marketing funnel as long as you keep them engaging and visually appealing to maintain interest.

Customer testimonial videos

Testimonial videos are produced by 46% of marketers, leveraging the influence of satisfied customers to build trust and credibility around their brands.

In these videos, satisfied customers share their experiences and positive outcomes after using your products or services. Use authentic and relatable customer testimonials to boost confidence in your brand.

Brand story videos

Brand story videos are essential for creating an emotional connection with your audience. These videos delve into your brand’s history, values, and mission, helping customers understand the driving force behind your business.

These include product videos that tell the story of a customer’s before and after experience or behind-the-scenes videos. Make sure to evoke emotions that align with your brand’s personality.

Step 5 – Produce engaging video content

Don’t make a dud. Focus on the creative aspects that will make your videos stand out and capture your audience’s attention. Something not worth watching is not worth making. 

1. Plan your production – Before you start filming, create a detailed production plan that outlines the key elements of your video, such as the script, visuals, music, and talent.

2. Optimize for mobile viewing – Given the prevalence of mobile devices, you should keep videos short, use captions with relevant keywords or text overlays, and ensure that the visuals are compelling, even on small screens.

3. Incorporate branding elements – Maintain consistency across your videos by incorporating branding elements like logos, colors, and taglines. 

   
   

Step 6: Leveraging video across social media platforms

Each social channel has its unique audience and engagement rates, so tailoring your videos to suit these differences is essential.

Here are a few interesting factoids from a 2024 video marketing study to keep in mind as you make your plan: 

• Facebook reigns as the top video marketing platform with 86% of video marketers trusting this giant. 

• Following closely on the most used by marketers list are Instagram, LinkedIn, and YouTube at 79%, 65%, and 51% respectively. 

• Niche platforms like Video/Augmented Reality, Virtual Reality, and 360 Video show low adoption rates. 

  
  

In terms of effectiveness, research shows certain platforms stand out among video marketers: YouTube, with an effectiveness rating of 78% among video marketers, is the frontrunner. Instagram (67%) and LinkedIn (59%) also boast high effectiveness ratings.

Customizing for different platforms

Avoid a one-size-fits-all approach when sharing different types of videos on different platforms. Each platform has its video specifications, audience preferences, and content formats. 

For example, short and snappy product videos perform well on social platforms, while longer-form content may be better suited for your website or YouTube channel. Consider adding platform-specific captions, tags, and descriptions to optimize discoverability.

Engaging with your audience

Video marketing isn’t just about broadcasting your message; it’s also about engaging with your audience. Encourage viewers to interact with your educational videos by asking questions, running polls, or requesting feedback in the comments section. 

A/B testing your videos

Experimentation is key to refining your video marketing strategy. Conduct A/B tests to compare different versions of your videos and analyze which ones resonate better with your audience. Test elements such as video length, storytelling approach, call-to-action, and visuals to discover the most effective combination for your brand.

Harnessing the power of influencers

Collaborating with influencers or industry experts can significantly amplify the reach and impact of your video content. Influencers have established credibility and a dedicated following, making them ideal partners to promote your brand. Be sure to choose influencers whose values align with your brand to ensure authenticity and maximize the impact of the partnership.

Step 7 – Measure your Return on Investment (ROI)

While some metrics, such as views and engagement, provide valuable insights, it’s also crucial to tie video performance to tangible business outcomes. Stats show the majority of marketers agree that video marketing delivers with a whopping 93% saying they have seen good ROI. 

However, using analytics tools to track user behavior from the moment they first engage with different types of videos to the point of conversion is the best way to see if you’re getting the bang for your buck.

The power of a trusted video production partner

While video marketing offers immense potential, creating high-quality and effective videos can be a complex and time-consuming process. That’s where a dedicated video production partner can make all the difference.

From concept to production and promotion, Hive Ad Agency provides the expertise, creativity, and support necessary to create compelling videos and elevate your brand’s presence in the digital realm. 

Talk to us today and watch as your brand’s story comes to life in ways that create action.