Building an Effective Video Marketing Strategy

Having a good, quality video that sums up your business, product or service is never enough. Top Pup Media can deliver the video message you want, but the real work is in how to market and promote your video content. We know how effective video can be for marketing. However, without an effective video marketing strategy, you could be wasting time, effort and money. Here are some steps to building an effective video marketing strategy.

What: Ask Yourself What You Are Trying to Achieve

You should already have a comprehensive answer from before Top Pup Media begins producing your video. The question of what you want to achieve should be an ongoing issue of your promotion, and should weave through all your creative decisions and direction. The first item in your video marketing strategy is not just your needs for now, but making provision for the changing needs of your campaign and your audience. Try to anticipate how your promotional campaign might change over the next month, six months or one year.

Where and When: Selecting the Right Outlets

The growth of mobile technology and the Cloud means you now have many more channels and ways to promote your video online. One growth area is embedding video in promotional emails. According to one survey by Forrester, this improves click-through rate by anything between 200% and 300% over those without embedded videos. In your video marketing strategy, it’s important to understand whether how your audience will respond to video marketing.

Customers expect to find embedded video on business web pages. Repeated studies have shown click-throughs can increase by around 80%. This is greater in some industries; an Australian Realtor recently reported an increase of over 400% in those adverts that had videos against those that did not. Use the autoplay function with caution though. It will alienate some users.

Who: Selecting the Right Audience

It’s natural to assume you should simply put your video on YouTube and Vimeo without a second thought. These sites have advantages and disadvantages and users have different expectations from uploaded content. There is nothing to say you should not use both, but your strategy should make provision for how you will promote them on those sites. Consider each video marketing outlet carefully and the requirements of each platform’s users. Facebook, Google+ or LinkedIn will require a different approach from YouTube and Vimeo, and from your website.

How: Measuring Performance & Reviewing

The final step in your video marketing strategy is how you will go about gauging performance. Most sites have analytics that shows you where your audience is coming from and to what extent they engage with your video content. If certain tactics do not work on one site, then revisit your approach. You need a constant review of what, where, when and who to effectively utilize your video content media. As with the “what?” section, this ought to be an ongoing process too.

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