Video Marketing as a Strategy - dummies

Video Marketing as a Strategy

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

After you understand the power of well-made video, you’ll undoubtedly want plenty more. But don’t produce video haphazardly — an effective video marketing strategy requires forethought, planning, and consistency.

Content of marketing videos

Your fundamental task when you begin video marketing is to choose the topics of your videos. Many companies start with a simple video that paints only a general picture of what the company does, which may satisfy the owners of the company but isn’t necessarily effective in bringing marketing efficiency to the sales process.

To choose the content of your videos, focus on issues that are difficult to communicate via print or other marketing mediums. Detail every message you want to communicate with prospects, partners, and employees. The content of these messages provides good topics for video marketing.

Creating boring and irrelevant video is worse than creating no video. If you waste viewers’ time, they will think less of you, your company, and your products and services. If you show viewers that you respect their time, they will likely return the favor by watching your videos and maybe even buying what you’re selling.

Promotion of marketing videos

You must use every tool in your marketing arsenal to draw viewers to watch.

  • Blogging: Bloggers always look for compelling videos to include in their blogs and boost their own search engine results.

  • E-mail lists: E-mail is still the most effective form of marketing for a consistent response. Send your videos to everyone you know.

  • Pay per view: Target users who have a preference toward your product or service, and attract their attention for significantly less money than you would spend to broadcast a network TV commercial.

  • Sharing sites: Sites that repost videos, such as those featured on reddit or Stupid Video, can grab attention for your video and help it spread to more viewers.

  • Social media sites: Post your video on your company’s Facebook wall, and encourage your employees to follow your lead, or send an invitation to watch an exciting video for a quick blast of immediate viewership on Twitter.

Measurement of marketing videos

Though the result of your video marketing program can certainly be measured in part by increased sales, the measurements described in this list may paint a more informative picture:

  • Number of new prospects: If your product or service has a long and complex sales cycle, video alone may not be enough to close the deal. Look at the statistics to see whether your video is expanding your market opportunity.

  • Demographic statistics: Perhaps you believe that your product is perfect for customers from Generation X (generally, people born in the 1960s and 1970s), but, instead, those from Generation Y (born in the 1980s or early 1990s and commonly known as millennials) are responding to the video. Maybe it’s time to rethink your strategy.

  • Geographical statistics: Who knew that your service would be popular in Iceland? Maybe it’s time to open a new office.

  • Time spent watching: Modern technology helps you as a video maker see exactly when your pitch bores or offends viewers to the point that they stop watching.

  • Hours you save: Calculate the number of hours you have spent repeating your sales pitch to customers, and then multiply that number by your hourly wage. The amount reflects the number of dollars a good video can save you before you make a single sale.

If an item can be measured, you can bet that someone, somewhere, has created a way to measure it. Be open-minded in examining all statistics related to your video marketing program, and learn all you can from them.