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Creating the Right Video Strategy
Whether you are a newcomer or an early adopter of videos, a roadmap is a must-have for a successful video marketing.
Videos are gaining prominence in the search arena. Viewers love them because they are short & informative, while marketers love them because they generate higher ROI. However, not all the videos shared online can be related to this high revenue generating success model.
To make a video go viral, you need to have a solid marketing strategy. Here are a few tips to create a purposeful video marketing strategy.
1. The very first step you need to take is figure out the type of content you will make. Whether you want an education, entertaining, or practical video should be decided while keeping the needs of your audience in mind.
Also determine the value your video content will deliver and how is it going to help the audience.
2. If you are implementing a video across an enterprise, look out for the areas where the video will be of use. Also, find out if the assets will be used internally, externally, or both ways.
Recorded webinars, company culture videos, how-to videos, customer testimonials, support-topic walk-throughs, and product demos are some of the videos you can possibly create.
3. It is the budget that will help you in deciding who will be responsible for video creation. You can invest in an in-house videographer or even outsource the work to a professional, if the budget allows.
Also, outline who will take care of creative concepts, write scrips, organize video shoot, and distribute the video once it is completed.
4. Whether you are making a how-to video or reusing the webinar content, it is essential to find out a place on the website where your content will stay. Some of the major brands are behaving like media companies, where they have an entire website dedicated to videos. You can probably follow the same pattern.
Do submit your video on YouTube, however you will need links back to your website within the SEO Optimized YouTube descriptions.
5. The way you track KPIs, your videos also need to be produced, released, and reviewed in the same way. Some metrics you should track for each video include:
- Attention span and drop-off rates
- Click through rates
- Number of videos your leads are watching in a day
An overall video strategy is a must because it saves you from creating aimless content. Make sure your video has a purpose that gets well-aligned with your business goals.
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