Follow these four steps to create an affordable and effective video marketing strategy.
Implementing video marketing into your business strategy is an effective way to grow your brand. People love to consume video. In fact, HubSpot research found that 45% of people watch an hour or more of video a day. We already know the popularity surrounding video is growing without pause, so why not take full advantage of the opportunity to improve lead generation, capture emails and encourage engagement?
Adding video marketing to your strategy doesn't have to be expensive either. Since people already love to consume short, condensed video content that doesn't take up a lot of their time, there are ways you can streamline your video marketing and stay within your budget. Once your strategy is live, you can watch your ROI soar to new heights.
Here's how your business can get started with video marketing without going broke.
1. Research your audience and set goals.
How will you create content your audience loves if you aren't sure what they want? You can't. That's why it's essential to create buyer personas. A buyer persona is a customer profile that contains specific information about your target audience, helping you understand who they are and what they want, so you can craft a content plan that meets their needs.
Collect the following information about your target audience:
- Job title
- Biggest challenges or pain points
- Buying behaviors
To gather the information you need, ask your existing customers to tell you about themselves using a survey or questionnaire. Then, study the audience of your competitors to see what pain points they have during their buyer's journey. Also, take the time to search relevant hashtags and trending topics on social media to find the questions that people in your industry are asking to identify what they're having trouble with. This gives you an opportunity to provide them with the answers they're looking for.
Next, set SMART goals, which stand for objectives that are ...
It's essential to track your progress as you start your video marketing journey and SMART goals are a great way to do so.
2. Map out your video content.
Now it's time to map out the video content you're going to publish. Conduct keyword research to boost your SEO for higher rankings and create content your audience will eat up. You can use a keyword analytics application to brainstorm topics and see what topics are popular and what users need help with. Pay attention to keywords that have low competition, and stick to long-tail keywords, since they make up 70% of web searches and have a lower cost per click.
Next, create a content calendar. This will streamline your project management process so you're organized and know exactly what stage you're at in the video creation process. This can be as simple and cost-effective as creating a spreadsheet listing all the projects you have due and assigning a date to each step of the process.
3. Create your videos.
The good news is that you don't have to spend an arm and a leg to create videos for your marketing strategy. Most viewers prefer short videos, so you don't have to spend thousands of dollars investing in equipment or hiring videographers.
If you're on a budget, you can also take advantage of user-generated content. This adds authenticity to your brand and builds a connection between you and your audience. Repurposing videos made by your audience will make them feel seen and appreciated and sets you apart from competitors who don't use this tactic.
4. Promote, promote, promote.
Video marketing doesn't end once you've hit Publish. You need to promote your content like crazy to get it in front of the right people so you can boost your ROI and see a spike in traffic and user engagement.
Use a social media management application to automate posts promoting your video content. That way, you won't have to wonder if you've posted something twice in a row. Marketing automation tools allow you to streamline your strategy so you're posting just enough to get the word out about your video content, but not enough to irritate your followers.
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Email your subscribers when you post new video content. You can either embed the video straight into the email or provide a link. Your subscribers are already interested in your business if they've handed you their email, so the chances of them checking out your video content are much higher. Encourage them to share, like and interact with your video if they enjoy it. This will increase your engagement, views and social shares.