In the last few years, video has become an essential part of online marketing, especially for B2C brands.
87% of marketers plan to increase investments in video content this year.
For those looking to venture into the world of video marketing, it can be difficult to know where to start. There are so many different tools and platforms out there, and it can be hard to know which one is right for your needs.
We were lucky enough to connect with Shane Snow, founder of Video.com, who shared with us his insights on how to create your own video marketing campaign.
Set A Guiding Goal
“Setting a guiding goal for your video marketing campaign is the key to success,” said Shane. “You need to think of what you want to achieve and set a goal to go after it. This should be based on evaluating the results of your previous campaigns, as well as considering the skills you possess as a marketer and video producer. For example, if you want to gain viewers and grow your channel, you might decide that creating engaging content for commercial clients is the way to go. Or, if your goal is to increase brand affinity, you might decide that short branded videos featuring your company’s mascot will have the most impact. Of course, there are endless possibilities.”
Understand Video Platforms
“You need to understand the different platforms and types of video players out there,” said Shane. “It’s crucial to know what will perform best for your target audience. Once you have an idea of what works best for your specific situation, you can begin to experiment with different video formats and placements. It’s also important to test and learn from your experience. You can’t grow if you don’t reflect on what you’ve learned from past campaigns. This is especially important if you’re looking to grow your channel and want to avoid making the same mistakes twice.”
Choose The Right Tool For The Job
There are many different tools for the job, and each one has its perks and quirks. To succeed as a video marketer, you need to find the right tool for the job.
“You have to think of what you need and how you want to achieve your goal,” said Shane. “There are many different tools out there that can help you with different aspects of video marketing, from editing and producing to distribution and analytics. Think about what you need and consider all the tools that can help you in your quest. This way, you will be able to choose the right tool for the job.”
Understand Video Metrics
In order to grow your channel, you’ll need to understand the metrics that matter. Depending on your platform, you might have a variety of metrics at your disposal. For example, on YouTube, you can track likes, comments, and views to see how well your content is performing. If you’re looking to grow your channel on TikTok, you can monitor the number of times your content receives a recommendation, as well as measures like the average time spent on your video and the number of daily active users.
The importance of understanding video metrics cannot be stressed enough. The key takeaway from this point is that you have to track the metrics that matter to you. If you want to grow your channel on TikTok, for example, you’ll need to track the number of times your content receives a recommendation or how long users spend on your videos. This will help you determine the effectiveness of your content and whether or not you should continue creating content for this platform. Similarly, if you want to see how well your YouTube content is performing, you’ll need to track views, likes, and comments.
Set A Research Agenda
You’ll need to set a research agenda for your video marketing campaign, but not just any agenda. You want to set the agenda based on your goals, so that you can measure the success of your campaign. These could include things like pixels, video views, likes, shares, and comments.
“By setting a research agenda, you’re establishing the tasks you’ll need to complete to reach your goals,” said Shane. “Think of every step you’ll need to take to gain the results you want. For instance, if you want to gain 500 viewers by adding a YouTube analytics widget to your site, you’ll need to set up a YouTube account and have 500 views before you can claim credit for the video. Similarly, if you want to learn more about the video format known as long-form journalism, you’ll need to complete a journalism course and then start a blog with at least 10 long-form articles.
Consult With An Expert
Video is a world that not many marketers fully understand. You’ll need an expert to help you navigate the waters. Fortunately, there are people out there who are willing to help. You can consult with an expert via email or through a video conference call. You can also find experts via LinkedIn who specialize in video marketing. In most cases, expert help will cost you money, but it’s worth it.
Even if you’re trying to do this yourself, it’s important to get feedback from others who know more about video than you do. Being able to ask questions and receive feedback is an important part of building a strong foundation. It’s also important to remember that not all feedback is going to be useful. You have to be able to discern the gold from the straw.
“You need to find the feedback that’s most helpful to you and make a note of it,” said Shane. “It’s also important to ask for feedback from a variety of sources so that you can get a sense of whether or not what you’re doing is working. This is especially important if you’re starting up and don’t have much experience. It’s also crucial to learn from the experience of others. If you want to be able to create a successful video marketing campaign, it’s important that you seek out feedback, consider it, and then act on it.
Create A Plan
A plan is essential for any campaign. It provides you with a roadmap to follow, and having a plan makes things much easier. You don’t have to worry about getting sidetracked by small tasks that don’t add up to much. Instead, you can focus on the big picture.
To create a plan, you can use a planning tool like Hootsuite. With Hootsuite, you can create different team plans that allow you to distribute tasks and follow-up on them. For instance, you can set up a sales team plan to follow up on leads, or you can create a plan for a journalism class project and have team members coordinate to make sure that everyone is following the same guidelines. A plan helps you stay focused and on task, which in turn, increases the likelihood of success.
If you really want to take things to the next level, you can use a Hootsuite account to create campaigns. A campaign is a group of videos that you upload to a single channel. You can use a campaign to highlight a product or service and drive traffic to online or offline stores. Create a campaign for your new YouTube channel and upload videos promoting a product or service that you’re passionate about. You can also create a video to explain the concept behind your new campaign. Doing this will not only help you learn more about video marketing, but will also make you passionate about the content you’re creating. It’s easy to get lost in the day-to-day tasks of running a business, but committing to a project like this will give you a fresh perspective and drive you to be better.