“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
Creating a video strategy is a simple way to guarantee the successful outcome of a video campaign. It concentrates the minds of the marketing team on what they are trying to achieve with their video campaign.
A video strategy needs to define its contribution to the overall marketing strategy. I have listed my top 3 tips for creating a video strategy.
1)What Is Your Goal
Every strategy starts with what you are trying to achieve. A video strategy is no different. Think about the goals for your video campaign.
What story do you want to share?
What do you want your audience to do next?
Having decided in overall terms what you want to achieve you need to break down your goals into manageable and achievable bite size objectives.
You will need to develop a video strategy that includes video content to include these bite size objectives.
You will need to develop video content to
Attract New Customers
Show An Understanding Of Your Customers Problem
Demonstrate Why Customers Need Your Solution
Show How Your Solution Works
Your video strategy will need to show all your goals and how you are going to achieve them.
2) Who Are Your Audience
Fundamental to any marketing strategy is to know who your audience is and their problems. Understanding your customers problems and knowing who they are is critical to your video strategy, it allows you among other things
To Create A Video Style
Know The Visual Language You Should Use
Understand The Type Of Video Content To Create
Know What Video Format To Use
Locate Your Audience Online
Know What Social Media Platform To Publish On
Understand Where To Promote Your Content
By being able to address these issues in your video strategy you will then be able to create inspiring, relatable video content that captures the imagination of your customers.
3) How Do You Measure Your Results
“Obstacles are those frightful things you see when you take your eyes off your goal”
Most strategies fail because people take their eye off the prize. They forget about what they are trying to achieve with their strategy. The easiest way to avoid this is to set achievable measurable targets for your goals, to know not only what you are trying to achieve, but how you tend to measure success.
As video metrics become more comprehensive, you have the ability to integrate video content into your sales process. It then becomes easier to measure the impact of a video campaign. You can then set individual goals for parts of your video campaign. By combining these individual results you can measure the overall success of your video strategy.
Remember the old business adage” if it is not measured, it does not get done”. Always include a plan for measuring the outcome of any video strategy.
“Happiness lies in the joy of achievement and the thrill of creative effort.”
Franklin D. Roosevelt
Video production is definitely a creative endeavor this does not however exempt it from the rigors of a normal business decision. A video strategy should evaluate the benefit of a video campaign and how it is going to contribute to the achievement of the overall marketing goals