Video marketing is implemented in business by creating a clear strategy that defines goals, details audiences, optimizes for search, and creates content that works across multiple platforms.
Corporate video production agencies across the world have recognized the importance of planning for content creation. Smart companies want to make sure that every time they press record, they’re making the best use of their time and money.
Step One: Goals
Businesses need to know where they’re headed if they’re ever going to get there, and it can be impossible to measure success if you don’t know where you were trying to go in the first place.
What is your video trying to accomplish? Is it trying to raise brand awareness, generate leads, educate customers, heighten industry perception, or push through sales?
Things can get complicated quickly because companies both large and small often have several goals they’re trying to achieve with a range of video content. This is one of the reasons businesses hire outside experts to, for example, help adapt corporate video content for social media.
Step Two: Audience
This part of the process should be familiar to every business that went through a discovery phase when they built their identity. Who are you hoping to have buy your product?
Again, this question can have a few answers, but no business ever thrived by saying, “We want everyone alive, aged five to ninety-five to buy what we’re selling.” Choose who you’re targeting, even if for now, and commit.
Step Three: The Content
This step takes the longest for most companies. It involves breaking down each platform the business hopes to use and when they will post to each. There are a lot of kinds of videos, after all:
- Tutorials that explain the product
- Testimonials that show customers engaging the brand
- Behind the scenes stories that humanize the company
- Leadership pieces that establish the brand’s authority in the field
Every platform responds differently to different kinds of video and content. Sit down and map out exactly what you will be posting where and when.
Then, figure out how to repurpose and adapt videos. Can you shoot a five minute testimonial fifteen seconds of which can be used for short form humanizing content?
Step Four: Optimize
You don’t want to put your blood, sweat, and money into a video making it perfect, then have it rot on the vine (read: internet). Research what keywords are relevant to your target audience and use them in titles, tags, descriptions, and thumbnails.
You should also consider subtitles and captions. Videos can lead to users spending more time on your webpage, meaning SEO becomes more valuable.
Step Five: Adjust, Adjust, Adjust
The process never ends, because once your video is in the world, you can start tracking the data around it. Who’s watching it and for how long? When exactly did they click away?
Using metrics like watch time and conversion rates should shape the next round of content. Then you can measure the new data to see if you moved the needle. Wash, rinse, repeat.
A Partner in Implementation
Video can be high risk, high reward because of potentially expensive production. When you don’t want to take the chance of spending time and money making content yourself, you can turn to grouphugs.
We work with brands from beginning to end, building identities, audiences, and content from the ground up. We’re even familiar with more niche topics like how to use video in the onboarding process. Reach out today to see how we can weave the power of video into your business!
