Your Guide to a Perfect Video Marketing Strategy.

Yes, that’s right. Your very own guide.

Have you ever seen the power of video marketing espoused from the tip of the mountainous marketing landscape, and thought, “Wow, I’d like to do that – but where, oh where, would I ever start?” As you ponder, you look off into the distance, with your head resting on your fist. Then, a lightbulb flashes above your head, like you’re a character in an old Disney cartoon. “I’ve GOT it! I need two things! Video and Marketing!” Aha! You were right on the money with that one. Now, turn off the lightbulb. We don’t want you to waste electricity.

So, now that you know for certain that you will need two tools to assemble your video marketing strategy (video and marketing), let’s dive into the specifics. Here we go. It’s the Vadela guide to becoming a guru within the vast visual wonderland of video marketing. Try saying that three times fast.

GENERAL

Alright, so in general, you will need to define the size of your budget as well as the different sectors of the budget. How much do you want to spend overall? How much on video production? How much on pay per click (PPC), SEO, or social media marketing? If your business or organization doesn’t have a resident expert on these topics, don’t worry. Consult one. Cough, cough. We know somebody.

Work on creating a timeline. You remember your enlightened realization earlier: there are two parts to video marketing. That means you have to plan each out separately. Take care of the video production, and afterwards, you can focus on sending it out into the world. Whether through 15-second Insta clips, minute-long how-to videos, or multiple episodes of educational or creative content, you’ve got to slice it…. Before you can dice it. A.k.a., make the video before you worry about the specifics of the marketing. Your budget may do some unforeseen shapeshifting, either increasing or decreasing.

VIDEO

First of all, check out the previous Unravel blogs. I mean come on. Do your research.

Just kidding. Let’s talk about some video strategy, folks.

Just like defining your budget, you need to define the goals of your video. Do you want it to educate? Is it meant to connect people with your cause? Get your brand some spotlight? Unveil a shiny new product? I could go on and on. But answer this single question: what do you want your video to accomplish? Then, and only then, you will be able to determine the characteristics of the video.

Once you have defined your video’s goals, you are able to take the reins of creativity, like taming a majestic black stallion and riding it off into the sunset. The hard part is the taming, but taking those reins and riding off, that’s what it is all about. Video marketing is full of old-timey horse metaphors.

But, back to the point – defining your video’s goals allows for unlimited creative potential, whether you want to educate, inform, or connect. There’s no limit. Are you a kitchen supplies company that wants to educate consumers on using their products? GREAT. That is probably the most specific and bland example I could think of (no offense to those in the kitchen supplies industry, all love over here) but you can still see the immense value of creative video to a company like Kitchenette if they only stepped outside of their comfort zone and made a funny, educational video for themselves. And then, of course, marketed that video on social.

With that, let’s get to the second part of video marketing. The marketing, baby.

MARKETING

Here we go again. Write down those goals. Write down the specifics. Maybe I’m partial to a pen and paper, but anything works. A sharp rock and slab of stone. A pocketknife and some smooth tree bark. Your iPad. Anything!

Here, we’ll discuss social marketing in general, because that’s where all the magic is happening. Make a category for each social platform you will advertise on. Most likely, this will only be Facebook and Instagram, unless you know something we don’t. Do you?..

So, your Instagram and Facebook video marketing strategies are going to be different, because each has their own characteristics. For example, unless you want to make an IGTV video, Facebook is more compatible with longer and more educational videos, while Instagram is more compatible with shorter videos because they play automatically while scrolling and are more likely to be watched all the way through.

So, divvy up your clips and videos based on the social platform, and set aside your money on either side according to the types of video and the your target market for each. I’m imagining a towering mound of bills and coins being moved to either side of a table, one side saying “Facebook” and the other “Instagram.” Maybe you budget like that, maybe not. Either way, you’ll need to play around with Facebook and Instagram promotions to see how much of that cash you’ll need for each platform.

If you invest only a few hundred dollars on each platform, you’ll see the benefits. Target your market according to location and age, and you’ll see even more specific benefits. You are beginning to attract with video. Now, you need to convert with video.

If your video is attractive enough, you’ll get a click. If your site and product lives up to the attraction, you may get a close. And if the product is all they thought it would be, then that is customer satisfaction, and successful marketing in a nutshell.

The beautiful thing about video marketing compared to older, more outdated forms of marketing, is its authenticity. If you try to be something you aren’t, a viewer or social user will see right through it. Be authentic. Be funny. Be creative. Plan your strategy and let it bend and change as your foray into video marketing begins. And always remember the two parts of video marketing:

Video. And Marketing.