Let’s start by talking numbers.
Did you know that 87% of marketers use video as their primary marketing tool?
This might be why video is one of the fastest-growing aspects of the digital marketing world. It has reported a growth of 6.5% per annum and will continue on this rise until 2025. Video is not just for fancy brands and big-time businesses, it’s also for small businesses, vocational schools, and colleges.
Now is the time for you to adopt new video marketing strategies. But where do you start? Keep reading to find out just about everything you need to know for effective video marketing.
Why Video Marketing Is Important
Because it is the most popular and effective type of media presently. Our technology in terms of devices and connectivity, as well as the communication platforms (like social media) and services (like YouTube and Netflix) we use on a daily basis, have evolved to be able to deliver video content seamlessly, just as it used to be with text and images, over the last decade and a half.
The point is, viewers have shown that video is considerably more receptive than other types of media. And, therefore, people have learned to rely on, and even anticipate, that type of information from the businesses with whom they interact. Even the most extensive, in-depth written description of a product will fall short of achieving the same degree of engagement and ease of consumption as a video presenting the same topic.
So, what’s the point of video marketing? Because video content is now the standard and moving into next year, online videos will make up higher than 82% of all consumer internet traffic.
What Video Marketing Can Do for Your School
There are numerous reasons why a great video strategy should be a top priority, aside from the fact that viewers adore video content.
Here’s a rundown of the most essential ways video can aid your school or college!
Higher Engagement Rates
It’s becoming increasingly difficult to hold people’s attention in today’s fast-paced environment. Video, on the other hand, can give your plan a unique and fascinating twist.
You can use your video material to create a captivating and memorable tale about your brand’s objective, explain how your product works, or educate your audience. One that immediately gets the audience’s attention and holds it till the finish!
Video content might assist you in removing the “business” element from your brand. You can engage with your intended audience in a more intimate and personal way by using a narrative to appeal to emotions that resonate with them.
This is something that will ultimately assist you in humanizing your brand, establishing credibility, and fostering consumer confidence.
Increase Conversions and Make More Sales (Or Enrollments)
You need to be able to collect user data and assess viewer interaction. This is the crucial distinction that transforms video marketing into a conversion-boosting tool. There is no way to measure or optimize video content for conversion without this feature. In the world of digital marketing, video has already been shown to be one of the most valuable forms. The opportunity to collect user data and tailor video content for conversion is a clear benefit. These two characteristics are extremely complementary.
There are hundreds of ways to boost video conversion by optimizing it. Optimizing placement and content type are two of the easiest and most successful methods.
How to Create Video Marketing Strategies
Your budget, schedules, production procedures, conversion metrics, and other factors will all be guided by your video marketing plan. Getting this down on paper, planned, and finalized should be the first step in your video production process.
- Begin with your objectives
- Determine who you want to reach
- Decide on your video messaging
- Keep your creative needs in check
- Keep to your schedule
- Maintain a budget that is reasonable
1. Starting With Goals
Start by deciding what you want your videos to achieve. You can either want your videos to simply create awareness or drive sales or educate your audience. Not having clear goals and objectives for your video will drive you to make mistakes with your video marketing.
Create a list of objectives that you want to achieve with your video topics.
2. Determine Your Target Audience
This is an important stage; if you make a video without a target audience in mind, it’s much more likely to fail. Those who should watch it will not, and those who do will not convert to paying customers because they’re not the right people. So, how do you figure out who your target market is?
The key is to create a buyer’s persona. When a business develops its product or service offerings, it is common to create a buyer’s persona for each product line. Presumably, the people you want to reach with your video are the same people you want to buy your goods.
You’ll know exactly who your target audience is once you’ve created your buyer’s persona.
3. Decide on Your Video Story
The bits of your video that together make a story, should take your audience on a trip that is consistent with your brand’s objective.
Consider what emotion you want your story to elicit in the audience as you write it. Do you want them to have a good laugh? After watching your video, should they feel motivated or happy? Consider what emotion you want your audience to feel while you compose your script. Everything will communicate this, from the objects and setting to the colors and script, so choose carefully!
4. Be Conservatively Creative
Creativity is a good thing but trying too hard to stick out can do more harm than good.
You should certainly let your creative side take over with certain video elements, but your video should stay true to your brand’s identity and personality.
The messaging should stay consistent with what’s on your website and your other channels. But keep in mind that video is the perfect place for you to stray a little out of the lines too, so find a happy middle place.
5. Maintain Your Timeline
The creation and publication of your videos should follow a fairly strict schedule. If your strategy says that you should post one video per month, then it’s really important that you stick to that.
Because your audience will become avid followers of your video content if it’s good and relevant, so don’t let them down by not sticking to your timelines.
6. Set a Budget
Planning and strategy are essential but it will be tough to achieve exactly what you want without an appropriate budget. Make a budget for the money and resources you have. Plan what you’ll make in-house or choose what you’ll hire a production company to do.
Plan what you can afford to splurge on and what you should save for. Inquire with industry professionals about their rates for specific services (scripting, sound editing, social media distribution, etc.) and how much you’d spend if you hired a freelancer or full-time employee instead.
Most agencies will gladly provide you with any information you require or refer you to others who can assist you more effectively. Certain videos and features may also cost more than others, so do your research before deciding on the type of video you want.
Top Video Marketing Strategies
You’ll need to build a video marketing campaign strategy for each video campaign you work on—basically a mini-version of your main strategy—that answers all of the key questions for that campaign. You’ll need to consider pricing, target audience, goals, and more, just like you would with your overall strategy.
The key distinction is in the time. While this is a crucial part of your overall video strategy, it is especially important for video advertising. This is due to the fact that marketing frequently relies on timing.
The length of time it takes to plan these projects varies depending on the production business or videographer. The top video marketing strategies understand that there is an umbrella strategy that drives decisions from the top down but that each video will have a mini strategy of its own to drive its views and help it measure up.
To justify your video investment and understand how well you’re performing, you need to generate and then analyze your video’s engagement metrics.
- While the number of views and unique viewers isn’t a measure of success in and of itself, it can help you figure out if your distribution plan is working
- Attention Span and Drop-Off Rates: how many of your viewers watch the video until the end?
- Rates of Click-Through: how many viewers did what you asked them to do?
- Demand Generation: The number of new leads and prospects created as a result of watching the video, or the impact of the video on pipeline and revenue
- How many videos do viewers watch? And how often do they watch them?
Being able to measure the performance of not only single videos but also entire campaigns is absolutely essential to know what parts of your strategy are working and what parts are not working.
The measurement metrics will largely be based on your original objectives though. For example, if one of your initial objectives was to simply create brand awareness or increase your online presence, then you would look at the growth of your viewers and subscribers as a pointer of your success?
Types of Marketing Videos
The types of videos you create will depend on what you want to achieve. Alternatively, if you have a library of videos created, you can use the following list to categorize them so you know where they may fit into your video marketing strategy.
These are educational and can help new clients become aware of your company. They frequently adopt a more formal and polished tone in order to establish the brand as an authority.
If the films are for current customers, they could include tutorials and ideas on how to get the most out of your product. Or even videos that show them how they can add to their current product by purchasing something new, think of the upselling opportunities!
These provide insight into the operations and personnel of an organization.
They can be used to entertain the audience or provide a glimpse behind the curtain.
When it comes to guest speakers, interviews are a terrific method to introduce your audience to a new influencer and the other way around.
Giving a guest the virtual microphone can be entertaining and add authenticity to your brand, especially if you allow them to speak freely.
Jokes, cute puppies, bloopers, and even pranks are among the entertaining options. They exist only to entertain the audience, but they can be an excellent method to highlight your brand voice and foster a sense of community.
Particularly if you have yourself a brand that sits on the quirkier, more fun side of the line.
Success With Your Video Marketing
Video marketing strategies are meant to be the solid foundation upon which you do anything video-related. The strategy is where you look when you lose your way, it’s where you look when you’re training someone new.
Ensure that the video strategy itself is driven directly by your brand’s identity and overall strategy because your audience will feel disjointed if they feel like they’re receiving mixed messages.
We’ve got the best news for you, now that you’ve reached the end of our article, you’re in the EXACT right place for help with your video content, check it out.
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