Video Marketing for your business. Part 2: How to create an effective strategy

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In our previous article on using video content for our marketing strategy we looked at the different types of video we can use.

We tend to think that just creating entertaining content that has the potential to go viral is enough. However, while producing entertaining and viral videos is not a bad thing, this should not be your only goal.

The right way to go is to create and distribute videos following a strategy that responds to your specific marketing objectives.

Steps we follow at PGR
1- Select the purpose of your video

The first step is to identify how your video will help you achieve your key marketing goals, so you can choose the appropriate type of video based on that. If you need to build brand awareness, you can create educational videos, which at the top of the funnel help build trust. On the other hand, if your goal is to increase conversions, lean towards creating a product video that you can post as an ad on Facebook or YouTube.

When starting a video marketing strategy , you can start with just two main types of videos you would like to create. You will have time to add more types of video content later.

2- Decide where you will publish your video
Next, choose a platform to post your video on, whether it's Facebook, YouTube, or your company's website. Choose a platform that's appropriate for your audience and aligned with your content's goals. Think about the appropriate length and the formal or informal tone that your audience likes.

If possible, consider analyzing content you've already published on the same platform. Even if the top-performing content isn't a video, it will be enough to get a basic picture of your audience's preferences. Look for information about which content got the most views, reactions, and comments. Similarly, look for content that resonated the least. From that information, create guidelines about which content seems to perform best.

Keep in mind that while posting videos on social media and other platforms is a great way to build engagement, it's not easy to build an audience on external networks. Don't forget the importance of building your own audience and that your website should be the foundation of your content.

3- Plan the production of your videos
Once you know the purpose of your video and where to publish it, it's time to germany mobile phone number list prepare everything necessary for its production.

Write a complete plan that answers all of these questions:

What resources will be needed to create this video?
What is my budget?
When will it be done?
When will each video be published?

4- Share the plan
Finally, share your plan with others and get their feedback. Start by asking your coworkers for ideas and suggestions on how to improve the plan and if they could help create the videos. Then, show your plan and its details to management and present the budget. Provide evidence (such as statistics or competitor videos) that helps you prove that the video meets the company's goals.

5- Constantly review your plan
The process doesn't end with the production of the videos. You'll need to analyze each video produced and note the results and performance of each one in order to introduce improvements to the next ones.

Post on the web or on social media?
Ultimately, the main difference between videos posted on your website and videos on social media is their focus. Generally, videos on your website will tend to be videos about your products, services or solutions, while videos on social media will be videos that help you position your brand.