We all know we need to work with video. But can you just start throwing videos out there? Well, of course you can, but if you want to see real results, you'd better set a solid video strategy. Here are 5 steps that’ll help you get there.
This article is an extract from the e-book Winning with video in a social world. Download it here to learn ALL about setting a video strategy that will make your business grow!
1. Find your target audience – and shrink it
Even though you surely have a clear picture of your target audience, there is a problem: when you begin working on your video, your proposed target audience is most likely going to be too broad. Though it’s often tempting to try to tell several things in one video or to tell one thing to several target audiences, that never ends well.
The solution is to create more targeted content with a clearer message that reaches the right people – and to make tons of it. Because the more stories you tell, the more people in your target group you’re going to reach. Why not make a video that is distributed to a larger target audience while also creating several versions of the video by changing the images or title, to attract your smaller audiences.
2. Set the right goal for every video
The key to making sure every video is communicating the right thing is to set the right goals – for every video. One way is to always keep your customer’s buyer journey in mind. Where in the process of becoming or being your customer are they at?
Top of funnel = Awareness
When you’re making videos to create awareness of the problems that your product or service solves, and you want to put the brand in front of the audience so that they know you exist, think of what feeling you want to evoke in the recipient, and explore your storytelling. Examples of KPI’s are: views, retention and engagement.
Mid funnel = Consideration
In the middle of the funnel, we take a big step closer to the product or service we sell. At this stage, you should help the audience to make informed decisions, and make the audience leave the platform and come to your site. Don’t be ashamed to create videos that mainly act as eye-catchers or small teasers. Examples of KPI’s for these videos are: CTR, downloads of e-books and event or webinar bookings.
Bottom of funnel = Decision
It’s time to sell! From this point forward, you should not be ashamed to express yourself clearly. This material almost immediately employs a call to action because the purpose is to get the user to buy. Should you ever invest resources in creating many different types of videos, do it during this phase. Examples of KPI’s for videos at this stage are: meetings booked, sales-qualified leads and purchases.
3. Tell your stories
Okay, so we know who to talk to, and why. But what should we say? Do we even have something to say? Yes, you have! All companies have lots of interesting stories to tell if you just know where to look. Here are 6 good places:
1. Among the content you’re already publishing
Do you have a blog? Do you write press releases? Do you create informative texts? Manuals? All of these can be made into videos. Imagine that you are looking at a gold mine. Then you’re ready to go!
2. Among your colleagues and the stuff happening at the company
Everyone loves to get a sneak peak behind the scenes. You want to hear about the people, the problems, the solutions, the benefits.
3. Among your customers
Making a customer case is naturally a given for most people, but whenever there is the slightest reason to show off customers and tell their stories – do it.
4. Behind your “why” and the feeling you want your audience to have
In your company’s vision and mission, you’ll often find the feeling you want your audience to have. What subjects could you discuss that reinforce this?
5. Among what the competition is talking about
Copying the message of the competition straight off is naturally never a good idea. But letting yourself become inspired by the stories they tell can give you great ideas. What do they see that you might have missed? How do they formulate their problems and solutions? Get inspired!
6. Among what your audience is talking about
If you only want to follow one piece of advice, follow this one. What are the audience's biggest challenges right now? What keeps them awake at night? What are they dreaming of? That’s where you’ll find your stories.
4. Distribute 4ever
Make your content justice! If you are careless with the distribution, you end up not giving your content the right possibilities. Your distribution post is an excellent tool to complement, discuss or promote your video. And just like you should to loads of videos to reach a lot of audiences, you shouldn’t be afraid to redistribute your content again and again. It’s guaranteed to reach plenty of new individuals every time.
5. Publish, learn, publish
One thing you must never do when working on social media is to stick to things that don’t work. If the video doesn’t work as you want it to: try again, retest, do it right. Experimenting, retesting, daring to throw old ideas away, and jumping on the newest trends on social media is so fundamental that it should simply be part of your strategy. Since social channels are so fast moving and your audience so elusive, the most important thing for success will always be to keep up when things change. The only way to learn how to reach out to the crowd is to try a thousand different ways, thousand times over.
Become a winner on social media with video! Learn how to set a video strategy that will make your business grow. Download our e-book here!