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Make room for video content in your marketing strategy (part 1)

Adding video content to the company’s marketing strategy gives the brand new ways to connect with its target market. The company’s marketing team does not have to leave out written content altogether. It doesn’t have to be an either-or situation. In fact, it’s much better for the company to utilize both written and video content.

An effective video marketing campaign has been proven to boost conversation and engagement rates. It increases brand awareness online and solidifies positive brand credibility. In a study made by Google, it projected that by 2025, half of the audience under 32 years old would no longer subscribe to paid TV services. Also, six out of ten people now prefer online videos compared to live TV.

Needless to say, adding video content to the brand’s overall marketing campaign is an excellent opportunity to widen the company’s online presence

Here’s the first part of a step-by-step guide on how to add video content without disrupting the brand’s general marketing campaign.


• Step One: Establish the brand’s goals.

The company’s marketing team must first determine the “why” behind the video marketing campaign. These goals will be the foundation from which the video strategy is built. Set up at least three specific objectives. Goals can vary from improving the click-through rates of the brand’s ads online to increasing the volume of foot traffic to the company’s physical store. The goals and KPIs will help the company evaluate the value and relevancy of the campaign later on.

• Step Two: Assess video content requirements.

Reflection and evaluation are needed to complete this step. It’s important that the marketing team realize if they’re able to answer the needs of their target market.

Are they able to provide what their customers need, and deliver it in the way they want it? What is lacking in the content already presented on the brand’s website or blog? How can videos shorten or eliminate the gap between the brand and its target market?

It’s important to note if the brand’s target audience is satisfied with how the company handles its business. Likewise, it’s crucial to see if the content offered at the moment is what the consumers need. These questions need to be assessed and answered to understand how to strategize the substance of the videos.

• Step Three: Find the right type of video to use.

Based on the answers and data the team collated on Step Two, decide on the best type of video to use. There are different kinds of video available today. It can be a how-to video, a video testimonial, a product demo or a webinar. Choosing the right one that fits the brand will present a more permanent and cohesive marketing campaign. It’s also important to link each piece of video content to the funnel of goals and KPIs the team established on Step One. This is to make sure all facets of the video marketing campaign are tied together.

• Step Four: Set up the campaign rules and guidelines.

This particular action is necessary to ensure that all videos are consistent with the overall marketing campaign of the brand. Before planning the actual videos, a video style guide must first be established. This is to guarantee that all videos have the same look and feel to bring in brand consistency. The guide is especially crucial if the videos will be presented on various channels. Consumers trust companies that make them feel safe. A consistent branding style helps in building the brand’s credibility.

It’s likewise important that all members of the marketing team understand the rules and guidelines. Present detailed information on how call-to-actions should be added along with other in-video elements. This is also the step where the finishing touches are refined, like the introductory video text, the colors and fonts used, the cover images, and so on. Setting all these up from the beginning will take away any confusion later on when the videos are shot and uploaded online.

These are the first four steps on how to incorporate video content into the general marketing campaign of a brand. Following the steps will guarantee that the marketing team is on the right track.

Stay tuned for the next part!