How to Integrate Video into a Marketing Plan
After you establish a strategy for combining video with your other marketing tools, budget the amount of money you’re willing to invest in your overall plan. You also need to set a timeline for video releases that fits with the rest of your marketing program. Follow this step-by step-approach to build your integration plan:
Start with your overall budget.
Video doesn’t happen for free. Though it takes time and money, it doesn’t have to be expensive. Borrow a little from every other marketing budget area to create your video budget, because you’ll integrate video into those areas.
Continually ask the video question.
Whenever you’re discussing any marketing approach, ask your teammates, “How can video help us here?” You may be surprised at the ideas that come up.
Establish a style guide.
Decide whether you want that YouTube feel or a polished, professional look. Every detail sends a message in marketing, and more polish doesn’t always mean more business.
Create a master calendar.
The best marketing plans are carefully coordinated for their timing. Video has a lot of moving parts in the production process. Make sure to give yourself ample time to adjust and coordinate with all your other marketing efforts.
Internally address every detail.
You’re responsible for every second that your prospect watches the screen. Someone who reads only 30 percent of your brochure or website still may buy. If the video loses someone somewhere in the middle, that person may not ever come back or even know how to find you.
Review in a self-critical manner.
People often become excited about making a video and forget that it had a purpose beyond entertaining the people who created it. Make sure your videos are worth watching by their prospects. Save the self-flattery for your home videos.
Boring and irrelevant videos with poor messaging are worse than no video, so take the time to do it right rather than race to finish it fast.
Don’t make your company memorable for all the wrong reasons. Video production takes time, and effective video marketing can take months to find the right messages and script them well.