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How to Create a Video Marketing Strategy

Steps to Reach Your Ideal Customers with Video Content

Is video a part of your marketing strategy? If not, it needs to be! And why? Well, consumers are now used to being approached through video, and many expect it from the brands they know and trust.

I know it took me a while to get used to videos, especially the ones that required me to get in front of the camera! But there are many ways to make videos. So if you’re camera shy, don’t worry, you don’t have to be a video star to get started.

The truth is that a well-written product description, a catchy paid ad, or a polished landing page is no longer enough for many of your target audiences to be successful. According to a recent survey by Wyzowl, 84% of respondents said that watching a brand video convinced them to buy a product or service.

You may be nodding your head right now and saying, yes, you’re using video marketing. That’s great! But do you have a strategy based on your ideal customer profile, or are you just throwing content out there and hoping something sticks?

According to CISCO, video traffic will account for 82% of all global internet traffic by 2021.

Here are some benefits of video marketing that will convince you that a carefully crafted plan is worth it:

You can increase awareness of your product or service.
It’s a clever way to engage/entertain your target audience on your website/social media
It helps to clearly explain your product or service to people.
It helps build customer loyalty when you offer valuable tips and advice.
It’s time to take a chance on this important but often overlooked marketing tactic.
Here are three steps to create a video marketing strategy that increases engagement, leads and sales.

1. choose your channels

Not every brand should create YouTube videos, nor should every small business owner put videos on the front page of their website.

For example, I’ve found that Twitter is the best platform to share our blogs and articles, but Facebook is the right place to connect with my audience through video. Could creating Facebook Live videos be your ticket into your customers’ hearts?

To give you some insight into which platforms might be best for your small business, here’s a quick breakdown:

YouTube is the second largest search engine in the world (after Google, which owns it). You’ll find a wide range of industries and topics on this platform.

Twitter is generally used more as a news site than a social media site, and content has always been largely consumed on mobile.

LinkedIn is a sweet spot for sharing more professional material. LInkedIn claims that people say it is 3 times more trustworthy when it comes to delivering worthwhile content compared to other social platforms.

Faccebook: According to Facebook, there were more than 3.5 billion live broadcasts. Facebook Live broadcasts have doubled every year since.
Snapchat is growing rapidly and is generally associated with a younger user base (think Millennials).

TikTok is also considered a platform for youth; statistics show that about 50% of its global audience is under 34 years old; 26% are between 18 and 24.

So, where does your ideal customer hang out?

2, Plan your content carefully.

I’m not telling you that every word has to be scripted or that you can’t do an impromptu Facebook Live to respond to a current event.

But before you record your message, ask yourself a few questions. Will this footage add value to your customer’s life? Does it represent your brand’s voice, tone and mission? Do you explain yourself succinctly and provide a clear call to action?

To find the answers to these questions, always go back to your ideal customer profile (ICP). This tells you what your target audience is, from their age group and occupation to their lifestyle and pain points.

As part of identifying your ideal customer profile, you probably created Buyer Personas as part of your initial branding strategy. If you haven’t yet created Brand Personas to define your ideal target market, contact us to find out how we can help.

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