Are you looking to create a solid video marketing strategy, but feel overwhelmed by the complexity of it all? Sometimes, all it takes is a simple, back-of-an-envelope approach to get started.
In this blog post, we’ll guide you through a streamlined video marketing strategy that is focused on educating and engaging your audience, while building trust and providing context.
So, grab that imaginary envelope and let’s dive in!
Educate then emotivate
Yes, we made up the word ’emotivate’… but we think it’s the perfect way to sum up motivation through emotion.
To captivate your audience and leave a lasting impression, it’s important to both educate and emotivate them simultaneously (we’re trying to make ’emotivate’ happen). By combining informational content with emotional appeal, you can lay the foundations for a compelling video marketing strategy.
Create a strand of content that educates, inspirates and entertains
Consider how you could use the following strands of content to educate, inspire and entertain your audience…
1) Video Blogs: A great way to build trust and authority, video blogs allow you to share valuable insights, tips, and industry knowledge through engaging video blogs. This format educates your audience on relevant topics while also showing your expertise – all the stuff you’d normally share over a cup of coffee.
2) Day in the Life: Humanise your brand by providing a glimpse into the daily routines and behind-the-scenes activities of your team or influential figures in your industry. This not only educates but also inspires your audience.
3) FAQs: Address frequently asked questions in video format. This approach helps your audience better understand your product or service while establishing credibility and building rapport with your audience.
4 Adverts: Create attention-grabbing advertisements that not only promote your brand, but also educate viewers about your offerings and their benefits, by focusing on adding value to your target audience as well as driving sales.
5) Customer Soundbites: Feature testimonials and success stories from satisfied customers. These authentically persuasive snippets serve as sweet, sweet social proof, and offer a unique opportunity to educate your potential customers about exactly what they can expect from.
6) Tackling Objections: Reduce friction in your buyer’s journey by using video to address any common objections or concerns that your customers may have. By addressing these blockers directly, you can educate your audience and alleviate their doubts.
7) Exploring Pain Points: Figure out what problems your target customer is facing, and show how you can solve them. Showing empathy = instant love.
8) Illustrating Results/Benefits: Showcase the real-world results and benefits your business brings. This type of content helps contextualise your product or service, and educate potential customers about the value they can gain.
Create a second strand of content that builds trust, provides context and talks process
Next, it’s time to establish trust and provide context for your audience. Consider incorporating the following types of content:
1) Testimonials: Feature authentic testimonials from satisfied customers who have experienced positive outcomes with your product or service, to build that all-important trust.
2) Use Cases: Highlight real-life examples of how your product or service has been successfully implemented in various scenarios. Use cases offer context and demonstrate the real-world application, bringing even the most complex product to life in a meaningful way.
3) Process Videos: Make it easy for people to do business with you… most people will avoid doing something simply because they think the process of change is too much of a faff! Dispel those misconceptions by showing them step-by-step how easy it is to work with you, by taking your audience on the journey. This transparent approach helps build trust and provides a deeper understanding of exactly how you operate, allowing you to wear your company heart on your sleeve.
4) Product Demos: Create videos that demonstrate how your product or service works. This is especially useful for more complex products, by showcasing the features to help potential customers understand what you’re asking them to buy.
5) Deep Dives: Dive into specific topics, concepts or challenges within your industry. By sharing in-depth knowledge, you position yourself as an authority and build trust among your audience – this type of content is also great for SEO.
Use snippets for increased engagement
People love short form video. Break down your video content into shorter snippets that can be easily consumed and shared across various platforms. This approach increases engagement and allows you to repurpose your content effectively.
Consider creating teaser clips, captivating highlights, social media shorts or quotable moments that encourage viewers to watch the full videos.
Create support content
To amplify the impact of your video marketing efforts, create support content that complements your videos. This includes:
1) Blogs: Craft blog posts that expand on the topics covered in your videos. Blogs offer additional context, help with SEO and attract organic traffic to your website.
2) Graphics: Create visually appealing graphics that summarise key points from your videos. These graphics can then be shared on social media platforms to drive engagement and increase brand visibility.
3) Infographics: Condense complex information from your videos into visually stimulating infographics. Infographics are highly shareable and can help your audience grasp important concepts quickly.
4) Webinars: Host webinars that dive deeper into specific topics covered in your videos. This interactive format allows for audience engagement and establishes you as a thought leader in your field.
5) Email Campaigns: Leverage your videos in email campaigns to nurture leads and engage with your audience. Incorporate snippets or links to your videos to provide valuable content directly to your subscribers. According to Campaign Monitor, featuring a video in your email campaign can increase open rates by 19% and click rates by 65%, while also reducing unsubscribe rates by 26%!
Start distributing
Finally, it’s time to distribute your videos and support content across appropriate channels. Share your videos on platforms such as YouTube and Vimeo, as well as social media networks like Facebook, Instagram, TikTok and LinkedIn – consider the audience on each channel and tailor the content and caption accordingly. Don’t forget to add subtitles – here’s how. Online tools like Canva make it easy to create an eye-catching thumbnail for your video.
Optimise your videos for search engines by including relevant keywords and descriptions. Encourage social sharing, engage with your audience’s comments and track analytics to refine your strategy over time.
In conclusion, developing an effective video marketing strategy doesn’t have to be overly complex. By focusing on educating and emotivating your audience while building trust and providing context, you can create impactful videos that resonate with your target audience.
Break down your content into shorter snippets, create supporting materials, and distribute strategically to maximise your reach.
So, grab that metaphorical envelope, jot down your ideas, and start crafting your back-of-an-envelope video marketing strategy today!
If you’d like a hand, we go beyond envelopes – our full service video marketing team are experts in crafting award-winning video content that really gets results. Book a call today to get started.
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