How to become a successful Video Marketing Strategist

Video content marketing is using videos to promote and market your product or
service, increase engagement on digital platform, educate consumers & reach
audience with a new medium. It allows you to tell stories that can help you to connect
to your target audience and create impressions & long lasting relationship and
eventually realize your business objectives.

According to Forbes, 91% of consumers are likely to reward brands for authenticity
and share the brand with friends and family, and 62 percent are likely to purchase
from or show greater interest in purchasing from a brand that authentically expresses
itself. Video is more trustworthy, engaging, accurate, easy to understand, helps in
brand awareness and easy to share across multiple platforms. Video s are also
preferred over images & text by search engines, hence preferred by marketers for
great ROI.

To realize the most benefit from video content marketing we must strategize our
approach. Here are key areas to focus for any video content marketing.

Define Goals: This is the first thing when you start with a project, identify the goals of
your marketing exercise. It could be as simple as brand awareness, demand generation
conversion. Larger goal can be broken into smaller goals & each of the can be p lanned
as following to achieve larger goal

 Specific – Well defined, clear & unambiguous

 Measurable – Define KPI to measure progress towards accomplishment of the

goal.

 Attainable – Attainable realistic and not impossible

 Relevant – It should be relevant to your overall business goals

  Time bound – It should be time boxed within reasonable timeframe.

Identify target audience: This is the most important step for any marketing exercise,
you can’t appeal to them without understanding buyer’s persona. You should try to
narrow down you target demographic most precisely based on factors such as
geography, age, gender, occupation etc. You may not want to waste your resources on
targeting wrong group. Correctly define your audience, learn about their likings, pain
points & plan accordingly. E.g. A company planning to sell a beauty product meant for
boys in age group 15-25 wouldn’t want to appeal to men in age group 50 -70 or any
female as they won’t be interested at all.

Story to sell: Once you have identified your targ et, figure out how to grab the
attention, keep them engaged & finally leave them with sense of resolution. To
achieve this successfully, you need to emphasize on following aspects of a video

 Title: It’s the first thing that attracts the viewer, it should b e concise &
descriptive, works great with people & search engine both.

 Protagonist: This person will identify with your target demographic.

 Conflict: This is your demographic’s pain point

 Introduction: This is where you introduce your product or service

 Resolution: This how your product solves the problem

These elements of your story should take viewer on a journey to which he should feel
connected – one that should align with your brand mission.

Video Production: You need to identify the type of video you want to produce such as
brand video, customer testimonial, demos, expert videos, event videos, educational,
animated videos.

Manage logistics such actors, shoot, editing pre/post production etc.

Campaign strategy: Delivering content to the perfect audienc e is key to maximizing

ROI, based on target audience the delivery channel could differ from tv, email, social
media, YouTube, news sites etc. You need to correctly identify all the channels and
maximize the spread.

Stakeholders Informed: As you progress, keep relevant stakeholders informed and

factor in time taken to implement their feedback in whole lifecycle including defining
goals to delivering the project. Abrupt changes in your goals, scripting, messaging can
adversely impact your marketing execution.

Budgeting: Plan for money & resources at your disposal. Your marketing plan should
factor the allocated budget & you should neither underutilize or go over the allocated
budget. You should be able to convince the stakeholders for a rightsized budget for
your project.

Stick to timeline: This should not be an afterthought, it should start from the first
day. You should always prepare timeline for all your actions & keep monitoring it.
Also, if there is change in any phase of the project, all the relevant stakeholders m ust
be informed so that they can act accordingly.
Measure your performance: This is key successful marketing campaigns, use YouTube,
Google, Facebook or any other analytics tool based on your distribution channel to
understand following metrics to respond accordingly.

 Number of views & unique viewers: It’s help you gauge if your distribution
channel is good choice or you need to add/remove more channels/

 Attention span & drop off rates: This is important to track user’s engagement
level

 Number of shares/mentions: Help to identify how users are liking the strategy.

 Conversion rate

Bottom line is having the right video content plan & sticking to planned execution is
key to successful marking campaign.