Video is one of the most versatile marketing mediums out there. You’re able to amplify efforts at virtually every stage of the sales funnel — from initial lead generation and nurturing down to final conversion and follow-up.
In growth marketing, the top-of-funnel video (at the awareness level) can educate and inform. The middle of the funnel video at the consideration phase can build trust and persuade. The bottom-of-funnel video in the decision-making phase, can enhance the customer experience and address lingering questions and concerns.
But for a newbie, getting started with video marketing can seem daunting. You might wonder, don’t I need expensive video recording equipment? Will I have to hire a professional? How much cash and resources will I have to pay for editing and production?
Those are all common concerns and misconceptions. Truth is, video marketing can work for any budget, any goal, and any brand. Here’s how to start incorporating it into your already existing marketing efforts:
1. Find the Right Tools
If you have the cash to invest in high-tech equipment or to outsource to a professional videographer, by all means, do it. But if you don’t? That’s OK, too. Invest in a small video camera or commit to using a quality tablet or mobile device to record your videos.
Video editing apps like iMovie, Magisto, and Premiere Clip can help you put the finishing touches on your videos, and tools like Lumify, Quik, and Lomotiv can even assist with audio and scoring. You can also use Facebook Live for on-the-fly videos, and platforms like Animaker and Fiverr can help you create animated explainer videos on a budget.
2. Set Your Goals
What’s first on your agenda? Do you want to focus on the bottom of the funnel or the top? For the bottom, you could create a library of how-to and FAQ videos; for the top, perhaps you want to make video case studies and testimonials. If you’re looking to improve brand loyalty or customer retention, you could also consider making a video about your internal values and company culture.
Whatever your goals, list them out and set reasonable dates for when you’d like to have them completed. Then cross them off your list one by one.
3. Align Your Resources
Next, make sure you have the team in place to adequately meet your goals and deadlines. Designate an employee or hire a freelancer for each part of the process. You’ll need someone to write, shoot, edit, and post the videos, as well as someone in charge of the overall strategy.
Sit down with your team to divvy out duties and make sure all your bases are covered. Remember, leverage your team’s expertise. If one person is an expert copywriter, have her script your videos. Have a great designer? Put him in charge of on-screen graphics.
4. Have a Process
Create a step-by-step video production process that every video production will follow. This should include a step for brainstorming, writing and editing the script or storyboard, editing and reviewing the video, adding music and audio, and finally, optimizing the video, posting it, and sharing it across the proper platforms.
Institute a workflow for how, when, and by whom each of these steps will be completed so that no stone is left unturned. You’ll also want to have a process for reusing and repurposing your videos after their initial posting. You can leverage your videos by turning them into a blog post or slideshow, or you can retweet and re-share them whenever they might be relevant.
5. Assess, Analyze, and Tweak
Finally, watch your metrics and run regular performance reports on your videos. Platforms like YouTube have built-in analytics that can help you spot trends and areas where there might be room for improvement
Social tools also have built-in metrics (Facebook, Instagram, and Snapchat all have them), and you can use Google Analytics for videos posted to your website. Make sure to check on your data regularly, discuss it with your team, and use unsatisfactory results to inspire change and drive new strategies.
6. One Piece of the Marketing Puzzle
Keep in mind that video marketing is just one piece of your overall marketing strategy. Use it to enhance your other efforts — blogging, content marketing, digital advertising, SEO, etc. — and utilize those other mediums to improve your video strategy as well. All of those pieces should work in tandem to comprehensively market your products, address your customers’ needs, and position you for success.
Need help creating a winning video marketing strategy for your brand? Then you’ve come to the right place. Contact Tobe’s video experts today to get the ball rolling.
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