The Five Stages of a Video Marketing Campaign

Whatever marketing campaign you are investing in, the more knowledge you have, the better chance you have of achieving your goals. Video marketing is no exception. We must have a clear strategy, and these five stages have been carefully thought out to help get the best results.

Research

This is all about learning. To have a better understanding of our audience. There are five questions you can ask that were developed by the PEB Marketing Academy.

What problems are you solving? These are common issues that your product or service solves.

Whose problems are you solving? These are your audience, both prospective and existing. They are the people who have the problem, the influencers, and the ones who solve them —the decision makers.

Where can they be found in marketing terms? How do you reach these people? Where do they hang out? What sites do they visit, what shows do they attend?

What are the key questions they are asking? It’s important to understand these because you need to provide these answers.

What questions SHOULD they be asking? It would be a mistake to assume they always know the problems or how to solve them. We have to dig deeper.

Plan

This is where we plan the content that will provide the answers.

What stories can we share that highlight the issues and offer solutions? Storytelling will help to create interest and engage the audience.

Educating your audience is essential to establish yourself as an authority in your field, which in turn enables your audience to trust you.

Consider breaking the content down into smaller pieces. You are looking at it little by little. Consistency is essential; people learn slowly and forget quickly.

Create

This is where we create the content.

Ensure the content is of high quality and utilise professionals to ensure you have creative angles, shots, and great lighting. Capturing good audio and sound effects will enhance the viewing experience.

How you edit is essential. Editing is a skilful art and can make a big difference to the impact of the video. Using text animation, voiceover, and animated effects helps enhance the experience.

Deliver

We have researched where to reach our target audience, and this is where we can get our content in front of them.

We can use social media, send emails directly, or upload content to YouTube or set up a page on our website. Decide on a schedule for the content so that we drip-feed the information, keeping us at the front of the audience's mind.

To help us get the ball rolling, we can consider adverts explicitly directed at our audience.

Continuity is essential, so we should schedule our content to go out regularly.

Review

It is essential to understand what works and what does not. As marketers, we don’t always know what will capture our audience's attention, and the reasons can be subtle. Analysing the data and consistently asking questions will give us important information. We may not get things right the first time, and some fine-tuning is often required.

We aim for the campaign to be a success by reaching and influencing the target audience. The five-stage process is carefully designed to give you the best opportunity of achieving your goals.