Mark AdamsVideo content is leading the pack for impact, engagement and creative opportunities, there’s no denying it. You need to understand how to create a video marketing campaign and how it ties in with your other business activities. Your video production needs to align with your overall marketing strategy and integrate effectively with your marketing channels.
Planning Phase
Your planning system should be as comprehensive as possible. What will your finished video project look like? And what will it be used for? Will it be a simple presentation of your goods or will it be a more in-depth demonstration or perhaps a promotional piece?
There are countless ways to start a marketing campaign or cause, but it’s the end result that counts. A good video production company will have no problem adjusting responsiveness to your overall plan and will provide full creative guidance throughout the whole process.
The Production Phase
Throughout the production of your video marketing campaign and the after demands a comprehensive strategy of messaging. What will you be saying about yourself? About your brand and your function? What will the return on investment be? Are you launching a new product or service? Maybe you want your video messaging to surprise or thrill customers and drive sales.
There are so many possibilities to consider, but once you’ve given it some thought, you’ll be able to put your message across in the best possible way. And that’s what matters the most. You want your marketing message to be smart, engaging and long-lasting.
Content Creation Phase
If you’re an agency, you’ll need to provide your clients with a combinatorial marketing campaign, meaning you need content that’s available wherever they are and at all times. This requires you to be on top of your game and active in the digital industry, always producing and testing new content for your clients.
At DuMoel Media you’ll be working with content professionals who are extremely dedicated and will stay on top of their game for the duration of your campaign and beyond. They understand the entire scope of work and how to address client needs amid a hectic schedule.
There’s no substitute for high-quality, compelling, and entertaining content that speaks to the audience. Your content needs to be original, well-written and easy to digest. We’ll work closely with your team to develop creative messages that contribute to a successful campaign.
Fixing Your Message
When your video content is on the go, it needs to be accompanied by a marketing strategy and a marketing plan. These core components will ensure you are reaching your target audience at the right time and in the most effective way.
Now that you have a good idea of what you are going to cover and a clear plan of how you’re going to do it, we can begin your campaign.
Marketing Strategy
Now that you’ve planned your content and concept, you need to create a marketing strategy. As in this case, more straightforward strategies such as demonstrations in-store are not a possibility, you’ll need to spend time researching and implementing certain elements into your video production plan.
For example, if you’ve made a video before that was critiqued by your clients, you now need to know how to adjust future plans to help it meet their expectations. You’ll also need to research and create a list of keywords and phrases that you think your potential audience might search.
It’s a great idea to think about your headline, too. What will make the client choose your video over everyone else? And how can you best present your message?
It’s also important to spend time researching your audience. What are they searching for? What are their favorite products and services?
If you’re marketing to a larger audience you’ll also want to get creative with your messaging. Some people will eat up a few sales, some people will even send them to music videos or video blogs.
It’s a good idea to spend a lot of time concentrating on your headline before you produce any of your videos. Keep in mind that this is going to be what your viewers see first, so it should be an effective yet enticing statement.
For example, if your current headline is, “Here are all of our brand new products.” You need to find something more enticing, like, “Introducing new products from the biggest brand in photography.” Or “Focus like a pro! These awesome new lenses from the biggest brand in photography give you incredible image quality and a completely new way to create quality photos.” The message should be clear and compelling.
Market positioning and imagery are a very important part of your video content marketing campaign. You won’t be able to make your ideas clear if your video footage doesn’t reflect that.
A good starting point for editing your film is to create a series of gifs or videos. These can come in handy throughout your marketing campaign and help you to deliver more impactful messaging.
Once you’ve come up with your marketing strategy check over your text and make sure that it’s easy to read and that it conveys the message you want to get across. You’ll also need to spend some time considering how your video will be used. Is it only for presentations? Or will it be used for promotional purposes or for a commercial?
How it’s going to be used is a huge part of how you should produce it. Just as with your text, make sure that the image is clear and concise.
Ideas for your video can come from motivational infomercials, educational tutorials, product demonstrations or funny or interesting tutorials. You should spend time deciding what types of videos will be the most effective, but the important thing is to be original and creative.
Finally, if you’re using a colorful brand identity for your products or services, you’ll want to keep your branding consistent when you create your video messaging. You’ll want to create a video that reinforces your company’s brand and reputation, and that’s going to be the end result.
Marketing Plan
Your next step is to create a marketing plan. This is a formal document that outlines what the goals for the project are and how the plan is to be executed. It’s essential that your marketing plan be creative, formal and well-documented. An effective marketing plan will have at least three sections:
Your proposal. This should outline your current marketing strategy and the way that you want to target customers. It should also include your call to action for customers who would like to contact you or come into your store.
This should outline your current marketing strategy and the way that you want to target customers. It should also include your call to action for customers who would like to contact you or come into your store. Your budget. This will inform the client how much money you estimate you will need to produce the video. The quality of the work will depend on the budget you provide.
This will inform the client how much money you estimate you will need to produce the video. The quality of the work will depend on the budget you provide. Your timeline. This will outline how long it will take to complete your project. It’s also essential to be honest here. Take your time and ensure that you’re producing a quality piece of work, rather than rushing ahead and getting something done by a deadline.
Different Business Models
A great video marketing campaign will be the whole package. You’ll need to include:
Developed messaging: This will lead to an effective video on your brand.
Interactive messaging: This will become an integrated element of your video and include call to action buttons that will lead viewers to contact you for further information. This will help to engage viewers.
Games: This will engage viewers and enable your message to be personalized.
Slideshows: This will be a unique and dynamic message that will keep viewers entertained and interesting.
Films: These will be creative and interesting videos that will create an “I can’t wait” attitude.
Interactive content: This will be a unique way for your viewers to interact with your video messaging and create a fun and exciting atmosphere.
It’s also important to think about your impact on the viewer. Will your viewers forget the source of the video? Will your viewers become more interested in your brand?
When it comes to sales or leads, it’s a good idea to research your audience and their needs. Since many of the viewers will be watching your message in silence, you’ll need to think about their attention spans. Is it possible to get them to watch your video and understand your message in a few minutes, or will they need a little longer? If you think that people will need more time to absorb your message, then it’s also important that you provide some more information.
Videos are an effective way of marketing to people with above average visual skills. The message is going to be processed faster and more efficiently if it’s presented in a visually attractive way.
Calculating ROI
Comparing one marketing strategy against another is a difficult task. Even if one of the strategies is superior to another, it’s virtually impossible to tell what marketing technique will generate exactly the same number of leads and sales. That said, there are ways to compare one campaign with another. Here is a list of the different measures that you can use:
Click-through rate (CTR): This will measure how many visitors to the site take the action you intended. This number can be used as a measurement of your current conversion rate. The best way to set it is through a thorough analysis of your previous sales figures and the increase in sales that occurred after your original video was produced.
This will measure how many visitors to the site take the action you intended. This number can be used as a measurement of your current conversion rate. The best way to set it is through a thorough analysis of your previous sales figures and the increase in sales that occurred after your original video was produced. Impressions: As mentioned above, this will measure the number of times that your message is viewed using a highly creative sequence of screens. It can give an indication of whether your target audience is getting interested in your message. Impressions can also be used to measure how much value your message is providing your audience and whether it can be duplicated elsewhere.
As mentioned above, this will measure the number of times that your message is viewed using a highly creative sequence of screens. It can give an indication of whether your target audience is getting interested in your message. Impressions can also be used to measure how much value your message is providing your audience and whether it can be duplicated elsewhere. Click-to-call: This is where the message includes a link to a website or phone number that enables the viewer to contact your company directly. This will give you valuable data about your call to action.
This is where the message includes a link to a website or phone number that enables the viewer to contact your company directly. This will give you valuable data about your call to action. Age level: If you’re targeting a specific demographic, then you’ll want to look at the age of your viewers. By following the curve, you’ll be able to understand the audience that you want to have as customers in the future.
If you’re targeting a specific demographic, then you’ll want to look at the age of your viewers. By following the curve, you’ll be able to understand the audience that you want to have as customers in the future. Structure: This is a fun thing to try as a salesperson. A method known as the “Selling Decisions Form” is becoming popular online, and you can explore it at the following link: http://salesdecisionsform.com/blog/4. If you produce a video that sells products and services, then you can use the form to compare your price point and your call to action. You can use this method to compare different pricing options.
All of these examples are just a jumping-off point. From a client’s perspective, it’s important to be able to develop a creative visual way of delivering and capturing the message in a conversational way. This is what makes a video messaging exceptionally powerful.
