The Only Video Marketing Plan You'll Ever Need
Updated: Aug 30, 2020
Empower your customer with video marketing done right
How do you move from wanting to create videos to in-house video production?
Here we dive into the 9 parts of creating a video strategy for your company.
Why Video Marketing
Your Brand Story
Video and the Buyer’s Journey
Information and more information
Social Media Channels
The Video Shoot
Post Production Plan
1. VIDEO MARKETING
Make a decision to commit to making videos.
You can no longer just make one video for your company, a promo, or an explainer video. In the fast paced world of social media, to make an impact you need to be able to create videos on a consistent schedule.
Hold up you say, that is a hell of a lot of work.
Don’t worry, we are going to break it down for you step by step.
But first, you do need to be able to commit to video marketing. To understanding that videos are an important part of your brand communication.
That videos (notice the plural here) MUST be part of your content marketing strategy.
Because creating videos constantly will continuously put you in the front and center of your audience. Your audience will slowly start trusting you, more and more.
Videos have the power to connect you with your audience like no other medium has.
BUT - If you are not committed to implementing a video strategy, then do not bother reading this article because it will be a waste of your time.
PRO TIP: Still unsure if video is where you want to spend your money? Take a look at how Hub_TV increased Alibaba’s international brand awareness by 31% using simple video content.
Ok now that you have decided to create videos to communicate your company’s brand you need to decide on your video marketing budget.
There are a lot of types of videos out there, and a lot of ways to produce those videos. Your choices will affect your video's cost. Consider these 3 points when thinking about your budget
The kind of video you are going to make
The goal of your video,
Where your customer will come in contact with it
PRO TIP: MORE money does not necessarily mean a better outcome. Check out this interesting experiment by Wistia (soapbox) on the differences between a 1000 dollar video and a 100,000 video.
3. WHAT IS THE STORY OF YOUR BRAND?
Storytelling is the basis of video marketing. We've all been raised on TV shows, movies, social media and YouTube and so we automatically expect to see a story when we see a moving picture. It’s ingrained.
Storytelling is also an extremely powerful tool for introducing your product or service to your customer.
Before you start making videos – take a moment to think about the general outline of your brand story, who is the HERO of your brand story?
RESOURCE: For a more in depth look at storytelling in marketing check out this podcast by Storybrand.com with Donald Miller
The basic story formula for storytelling is: Someone wants something and someone or something is standing in his or her way. (yes, there is one. No we didn’t invent this idea,
it has been around for 1000 of years)
So – for the sake of marketing, your story should have something like this
You have a main character, the Hero, that is YOUR CUSTOMER.
They have a Problem
Your business is their Guide
You offer them a Plan (a way to solve their problem and get what they want.)
BUT they need to follow your plan and take an Action
Success or failure depends on whether or not they followed the strategy you created for them.
Your customer persona that highlights your customer's journey will be the basis of your story line.
If you are unsure of who is the main character of your story, who exactly IS your customer, than you need to make sure you do target market research.
RESOURCE: Content Marketing Institution distills the essence of creating a buyer persona into 3 easy questions. Then use our target audience template.
4. BUYER'S JOURNEY
Now that you know who your customer is, and what story you are ready to tell them, you need to think about the various stages of the buyer’s journey and how that is part of an effective video marketing plan.
In today's market that is no longer linear process, but more of a spiral. Nevertheless you need to plan for the various stages no matter when your customer joins you.
IN WHAT PART OF THE BUSINESS RELATIONSHIP IS YOUR CUSTOMER?
Are they just noticing your brand? Awareness
Are they searching for information on a specific topic? Search
Have they done their research and they are ready to buy? Intent
Have they fallen in LOVE with your product or service? Connection
Have they already purchased from you? In a Relationship
You need to know where you stand in terms of these connections before you begin making your video, because that choice will help you decide what KIND of video best fits each purpose.
RESOURCE: Looking for more about how to make a Customer Journey Map. Check out The Sprocket Rocket and Lean Labs website kit
Even though you are making your videos based on a story concept, there is still a lot of information that you want to be able to give your customers. BUT remember videos are not an informational dumping ground.
Before you begin writing the script for each video – ask yourself, what kind of information do I want to impart to my hero?
This is an important part of the video marketing strategy, because you always want your customer to know what to expect.
You want to give them the information they need at the appropriate stage of the journey.
PRO TIP: Customers usually want to know two things 1. What results can they expect to achieve with your product or service 2.How long and how hard will it be to create that solution
You need to think about what TYPE of information you are providing. For example, if you are selling toilet bowl brushes, then perhaps the problem you want to address is how to get rid of the bad smell.
Information about smell has two elements: One is factual, what practical tips can you give someone about how to get rid of a smell. You might suggest using bleach, or another kind of cleaner, or you might want to tell your audience about some kind of herbal or organic DIY process, like using vinegar and baking soda.
One is emotional, the aspect of smell that creates a feeling, because having a bad smell is embarrassing for most people. Smells bring back memories and can create very vivid visceral experiences.
There are 6 main categories of information.
Deciding on what data, facts and statistics are relevant comes after looking at your buyer’s cycle because the kind of information you want to impart to your customer changes depending on where they are in that story.
You should have an idea of the type of information bests suits this leg of the journey before you start writing.
6. WHAT IS YOUR VIDEO FORMAT
The next step in creating your video marketing strategy is to decide on the KIND of video you want to make.
This choice is dependent on your budget, the amount and kind of information, the platform and where in the relationship cycle you are.
Here is a list of the major kinds of video formats
Episodic or serial
Vlogs or videocasts
How to videos/ tutorials
Relatable Lifestyle stories (showing the product being used in “real life”)
User generated content
Unboxing or Product review
Roundups or Product comparisons
Social Proof (including Testimonials)
Checklists, polls, surveys
Podcast that is a video
Blog that is made into a video
Webinars or trainings
RESOURCE: For a break down of video formats check out this blog post for more details about these types of videos.
7. WHAT'S YOUR PLATFORM?
After you think about what kind of information you want to use, you need to decide if you are using this video for a specific social media distribution channel OR multiple channels.
All cater to different types of information and audiences.
Each platform has its own special criteria and best practices.
For each of the main platforms you need to think about
The specific criteria as to the size and length of the videos
How easy they are to reuse
What KIND of videos do better on specific platforms
Live or edited
Unique culture and personality of each platform
8. FILMING THE VIDEO
How do you prepare for a video shoot
Once you know what problem you are addressing, what kind of information you are presenting, the platform specifics, the relationship with your audience, the kind of video you want to make and your budget, you will have a much easier time producing the video.
Many companies do something called batching, where you try to make 2-6 videos at one time. One reason for that is the expense and the organization. Once you have your equipment all set up, it is just easier to get as much done as you can.
However, if you are doing a promo video or one that requires various scenery and actors this might not be the case.
For filming you will need:
Actors or employees
iphone or camera
Then JUST PRESS RECORD!
9. SOCIAL MEDIA POST PRODUCTION PLAN
Post production you will first want to take a nap!
After that there are 4 main things you need to do.
Edit your film - See our full length tutorial here on how to use FREE software to edit your video.
Upload to YouTube or another hosting platform or your website.
Make a posting schedule that will maximize your video’s exposure to your target customer.
RESOURCE: Here is our video that describes the process for uploading and posting on YouTube, complete with tags and keyword tips.
And last but not least remember - A video that gets posted on social media that no one sees is just like the tree in the forest that falls. Yeah, no one hears it (or sees it) so this is an important part of your video marketing strategy.
Almost the end.
Although it seems like a lot of moving pieces, once you take the time to walk through all the elements of video making you will realize that this is something you can do as long as you are
MOTIVATED and ORGANIZED.
And remember – have fun. This is social media people! Want more tips and tricks - contact us for a FREE Consultation.