Tips on planning your video marketing campaign

The success of any video marketing campaign is primarily determined by its influence on its intended audience.

Researching to ensure you are armed with the necessary information to target the right companies, individuals and applications with the precise information is essential.

In this article, I have provided several tips to help you plan a successful video marketing campaign.

Understanding your audience.

Firstly, we need to understand the type of company that would invest in your product or service. Do they have the need, the capacity, and the necessary resources for the product or service you are building the campaign for?

Once you have this list securely in your CRM, you can begin building your campaign.

You will need to establish the right contacts. Identify them; there may be several, and we will need to know who is responsible for what, so we can deliver the right content to the right person.

This is your audience.

Establishing the need.

Next, you need to establish the need. Businesses tend to buy based on a need.

Therefore, it is essential to understand their needs and pains, as well as the solutions you have to address them.

Once you have a solution, you must establish why they would use you.

What would influence them to use your solution over others on the market?

What specifics are they looking for that would give them the confidence in your capabilities?

The answers to these questions are the themes for your videos.

Preparing a machine for delivery

Preparing your message.

Your message should aim to achieve three key objectives: develop awareness, educate, and establish trust.

You should alert your audience to your existence and that of your product or service. Once they know you, you should educate them on the solutions and benefits, focusing on the pain points, as I mentioned above. This will help develop a relationship.

Helping them solve issues and showing where you have successfully resolved similar problems for others will also help develop confidence in your capabilities and establish trust.

It is essential to make the content interesting and relevant. Storytelling is a compelling way to keep people engaged.

(I have blogs on Storytelling that go into more detail.)

Once you have gathered all the information, you can use it to prepare your video marketing strategy.

There are many different styles and themes of video that we can use. With the information you now have, you can start to plan each one.

You know your audience, understand what and who to target, and you have established a need with the message to convey.

Have patience.

We can measure views, clicks, and comments, but how do we know if the campaign has had a positive impact? The truth is, we don’t know until we start to see a response.

Patience is needed. It is unusual to see an immediate impact. Building relationships and establishing trust takes time. Even then, it will depend on their needs. They don't need you until they need you. However, you want to be the first company that comes to mind when they do.

Consistency is key here; stick to your plan once you have it and let it run its course.

Be prepared to learn. Some subjects will be more successful than others. Reviewing the analytics will alert you to this, and you can make the necessary changes or use this insight when building your next campaign.

Recap

Video marketing is a highly effective tool for business development; proper planning can enhance effectiveness.

An in-depth understanding of your audience will enable you to deliver the right messages to the right people, creating awareness, developing relationships and establishing trust.

If you give your campaign time to work, maintaining consistency with interesting and relevant content, you will see the results you want.

Douglas Anderson