How to Build a Video Marketing Campaign That Drives Results

Ron Dodby Ron Dod

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Most are well aware of the massive potential held in video marketing.

Video is a vital component to creating a sound marketing strategy in the digital era. However, there are still scores of brands leaving this tremendous opportunity on the table.

For those who are still sleeping on integrating video content into their marketing strategies, consider that:

These types of stats are abundant given video’s increasingly prominent role in marketing efforts.

video play statistics graphic

The bottom line is that brands require a video marketing strategy to remain competitive as the internet continues to move in a more video-oriented direction. 

For brands that are ready to evolve with the times, here is how to set up a video marketing strategy poised for excellence.

Establish Video Goals

To properly understand how video content can serve a brand’s mission effectively, business leaders must first comprehend:

  • What the brand values
  • What differentiates the company from competitors

After laying this foundation, retailers can then work out how video content can begin to serve the business and resonate with consumers.

Additionally, merchants must address practical questions like:

  • Should videos drive brand awareness?
  • Are more followers the point of a campaign?
  • Is video intended to better SEO performance?
  • Are sales the end goal?
  • Is it essential to educate consumers on a product’s finer points?

By answering these and similar questions, it should start to become clear how to move forward with a video strategy. 

Where Does the Audience Live?

Most businesses employ buyer personas to help guide marketing efforts. For those that haven’t yet built these out, creating buyer personas is an extremely helpful tactic in establishing a company’s core audience and where they are likely to reside online.

large audience at conference

Part of building out personas is determining the buyer’s age, gender, interests, job title and similar details. These details help to tell brands if the person is more likely to use platforms like LinkedIn, Pinterest or Snapchat, for instance.

Brands must go where their audience is most likely to reside as marketing to irrelevant consumers is a big waste of time and money.

Create a Unique Value Proposition

With video marketing goals established and audience locations pinpointed, it’s time for teams to turn their attention toward the company’s unique value proposition. 

During this phase, retailers must outline what makes the brand and its content special. Here, it is vital to get crystal clear on what sets the business apart from the competition. While this was briefly addressed in the first step, it is here that marketers will refine the details of the message.

To do so, it is critical to answer core questions such as:

  • What is the brand’s purpose?
  • What problems does the brand solve?
  • Why should people care?
  • How do customers benefit?

unique value proposition acronym button

The answers revealed during this stage also double as a jumping-off point for video topics, the style and tone of the content and how content should be delivered (i.e., platforms, content length).

Select Video Content 

This step is the core of the campaign. Therefore, this is where the bulk of this piece will be spent.

Different types of video content serve different purposes. There are many popular styles of videos. However, three specific types of visual content are most effective in video marketing.

most effective visual content video marketing graphic

Brand Videos

Brand videos are short videos that introduce a brand to potential buyers in an appealing manner. In the context of video marketing, brand videos aid in boosting awareness and building a rapport with audiences.

One of the most popular forms of brand videos is the story video. This content aims to really bring the brand’s style and personality to the forefront.

A stellar example of this is Dollar Shave Club’s viral 2012 hit that has since racked up over 26 million views. 

How did the brand achieve such success? By injecting creativity and attitude into the following blueprint:

  • Tell a Single Story: Don’t try to cram everything into a single video. Tell a story around a single idea that you want viewers to retain. In the case of Dollar Shave Club (DSC), it’s that their razors are high-quality and inexpensive. To achieve this, write a single sentence to summarize the entire video.
  • Stick with a Single Character: Try to center this around someone like the ideal customer. For the DSC video, this individual is the company’s CEO who, in all likelihood, is reasonably close to the brand’s target audience.
  • Tell a Complete Story: All stories must have a beginning, middle and end. Brand videos are no exception. In the Dollar Shave Club example, the company’s CEO introduces the brand, explains the problems with the modern shaving industry and describes how Dollar Shave Club solves these issues and simplifies the consumer’s life.

Product/Service Videos

Product (or service) videos show exactly what an item does, in addition to highlighting its tangible benefits.

man filming product review

These types of videos are extremely popular in the eCommerce space as it gives retailers a venue for showing off a product in its best light.

For instance, in 2015, Squatty Potty released its now-infamous video (which has garnered over 36 million views as of this writing) in which the brand deftly showcased what many would otherwise consider a silly, novelty product.

However, by following a simple formula, the company achieved a viral product video success. That formula is as follows:

  • Get the Viewer’s Attention: The attention of the viewer must be immediately captured. This can often be achieved by asking a question that places the focus on the audience. Squatty Potty does this in a…unique way.
  • Establish the Problem: Start by introducing viewers to the problem. If the product is introduced too soon, people will click away. Focus on the issue the product solves, as the Squatty Potty video does, before moving on to the next step.
  • Introduce the Solution: Be careful here as many consumers will view this as salesy. Instead of framing the product as the solution itself, position it as the vehicle–the helper–for solving the problem. This is a subtle difference, but a profound one.
  • Call-to-Action: It is vital to tell the viewer what to do next. Otherwise, they will likely just move on to the next video or task. Embed the desired link in the video to point the viewer toward conversion.

How-To Videos

In a how-to video, businesses will aim to explain how to do something, usually how to work a specific product. These tend to be short, concise and explain a concept quickly.

To successfully craft a how-to video:

  • Explain a Single Concept: Stick to one product or concept at a time. Anything more threatens to make the video too long and potentially complicated.
  • Shoot Straight: Get right to the point by establishing the problem, explain how the product solves the problem and proceed to the how-to portion of the video.
  • Call-to-Action: While how-to videos are not sales videos per se, it is still necessary to end on a call-to-action and link to the desired destination. 

By sticking to the formulas outlined above, while still infusing each with the brand’s distinct personality and tone, merchants can build out stellar video content that speaks to audiences and drives the desired outcomes.

Facilitate Shareability

Social media is undoubtedly one of the most potent marketing channels currently available. Because of the immense and unparalleled reach of platforms like Facebook, Instagram, Twitter, Snapchat and the like, it is necessary to make videos as sharable as possible to increase potential views.

social media video marketing quote

This can be easily achieved by adding share buttons directly to the video (if hosted on a video player other than YouTube) so that viewers can post it to their respective feeds without leaving the video player.

Of course, be sure to share the created content through the various business profiles the company has set up for itself. At the same time, ask followers to share the video far and wide. While asking for this may seem obvious, more followers are likely to oblige when a kindly request is made.

Marry Video Marketing and Email Marketing

Email marketing is still a powerhouse method for getting the word out to consumers. When paired with video content, email can facilitate far more clicks, views, shares and conversions.

As evidence, emails that contain videos tend to receive a 96 percent increase in click-throughs. Additionally, as reported by Wistia, by including a video thumbnail in marketing emails, businesses received a 300 percent click-through rate increase compared to emails that merely used an image. 

Share with the Proper Communities

There are tons of niche online communities in which businesses can spread their video marketing efforts to receptive audiences.

No matter if discussing Reddit, Facebook, LinkedIn Groups Twitter chat, topic-specific message boards, dedicated industry forums and so forth, retailers should aim to reach out to engaged audiences that are actively discussing topics to which the video content relates.

For instance, in the case of Dollar Shave Club, this company might have sought out specialty discussion boards surrounding mustaches, sideburns, goatees and similar types of facial hair (but not those for beards). By showcasing their video to these audiences, the brand very well could have tapped into a loyal audience seeking new solutions.

couple watching video on laptop

Consumers are watching more video content than ever, and the trend shows no signs of slowing down. As video content grows increasingly more popular, video marketing continues to rise in importance and effectiveness.

While generating video content has never been easier than it is today, putting together a solid, SEO-focused content marketing strategy is harder than ever as the digital realm grows increasingly louder, more cluttered and capricious. 

For brands that require assistance in breaking through the noise online and reaching the right audiences with their video marketing efforts, reach out to Visiture, and we can show you why our team has a 95 percent client retention rate.

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